6 Ways to Create Social Media Content for Web3 Brandsby@desmondefe
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6 Ways to Create Social Media Content for Web3 Brands

by Desmond Efe-khaeseJanuary 11th, 2023
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Use these 6 tactics to avoid being the web3 expert and produce social media content that puts your audience first. Simplify your offer by focusing on the user’s need (fast loans) and not why it works (smart contracts) Publish user testimonials and case studies. Emphasize on a brand identity.
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When you create content on Web3, remember your audience are not all Web3 experts. There is the everyday user who makes up the bulk of your target market.

They might not understand the tech but they recognize your product’s value, your stories on social media, or when you bore them in the 5-second window you have to blow them away.

In this article, I’ll explore how you can produce social media content that puts your audience first. They are also strategies to guide your Web3 content marketing plan.

Let’s dive in.

1. Simplify your Offer

Which of these will the user understand at first glance?

  1. We are a Web3-based loan service powered by smart contracts
  2. Our customers don’t rely on a third party for loan approval

2. Why? It is direct and simple.

The first has buzzwords that mean nothing to anyone looking for a loan. The second says they can get a loan and FAST. It gives a reason to choose by focusing on the user’s need (fast loans) and not why it works (smart contracts).

This strategy is best for Awareness — when you tell your customers what you do. You will find it on social media Bios, Captions, Graphics or Videos, Comments, DMs, as well as marketing Ads.

2. Apply brand storytelling

You might get stuck when describing Web3 even in the simplest words. This is because most users prefer proof through demonstration or storytelling. When you explain, you risk communicating an exaggerated product or an underwhelming one. Both will spur a lack of interest. With stories, you remove all doubt.

Your brand stories should mirror the life of the target audience, identify where your product fits and insert.

For Web3 social media content, I recommend a personal favourite: A content series with a unique character representing your typical user. Here’s how it goes:

  • Let’s call this character, Limbo (because he is always “stuck”)
  • Give Limbo a backstory, a personality, and all the problems your product can solve.
  • Each week, Limbo finds better ways to improve his life with your product.
  • Be creative, spin something around an alien invasion or a bar of soap.
  • Use either graphics or motion graphics for the best effect.
  • By the end of the month, a devoted following will be waiting each week to see how your product works.

3. Publish user testimonials and case studies

Your product will sell better when you show how it works. But you increase your chances of sales when you show results. This is how it plays out in Web3.

Since Web3 is relatively new, your target market might not realize the true value of your business.

They are stuck in Web2; fiat currency, centralized social media like Facebook, and limited rewards points for users. Instead of easy alternatives in Web3; crypto, blockchain, decentralized social media, non-fungible tokens that provide more utility for users.

To get them to make that switch, show what other people are saying about your product and how it solves actual problems.

An example of this strategy is Ethereum’s “Success Stories”. This features a variety of case studies highlighting how organizations and individuals use the Ethereum technology to solve real-world problems.

They contain detailed accounts of challenges that the organizations faced, solutions they developed using Ethereum, and the benefits they experienced as a result.

Ethereum also publish testimonials from users on their blog and social media channels, showcasing the diverse ways in which people are using the platform to build innovative applications and services.

4. Emphasize on a brand identity:

A brand identity helps your users pick you out of the crowd. Most brands channel it through uniform color combination on brand logos, packaging design, website design, and social media graphics.

For Web3 social media content, improve your identity by adding a brand voice. You will create a personalized user experience for your audience.

To create your brand voice in web3, you will need to consider the following steps:

  • Identify your target audience: If your audience are Web3 developers, they will expect you to be direct. Chances are they need your service to solve a personal or business problem ASAP. Don’t try to be funny. You can use age, gender, interests, and values to streamline your target audience.
  • Create a tone and style guide: This is where you draft unique phrases when addressing your customers. A tone and style guide ensures your voice is uniform across all platforms.
  • Be authentic: Don’t try to be something you’re not. People can smell when you are trying to imitate another brand and they will call you out. Be true to your brand values, and your voice will naturally emerge.
  • Test and adjust: Monitor the response to your brand voice, and make adjustments.

5. Organize Ask-Me-Anything (AMA) Events

Once upon a time, you had a burning question about a product.

You contact Support but your request is Number #1135 and will take a week to get feedback. You wait a week but did not get a satisfying response. Follow-up and wait another 7 days? You don’t have to. This is why we have Ask-Me-Anything events.

An AMA event is a video or audio session where in-house professionals answer ANY question from customers. It is also a great hack for social content creation — you use customers’ pain points to guide content for social media. Nothing beats hearing from your customers directly.

Remember these simple tips when planning an AMA event:

  • Use a Q&A format: Attendees should submit questions in advance. This allows the host or panelists answer them in an organized way. This format also allows attendees to upvote or downvote so that the most popular questions can be answered first.
  • Use social media hashtags: This allows attendees to easily follow the AMA and participate in the conversation on social media. Attendees could use hashtags to ask their questions and share their thoughts.

It is okay to test the pulse of your audience towards a particular trend by posting industry updates. This shows you are up to date with current trends.

Use these 3 tests when choosing the right update for your brand:

  • [ ]Is it clear and free of errors in grammar and spelling? You don’t want to be connected to a blundering article.
  • [ ]Does it offer a unique perspective or new information?
  • [ ]Does it provide accurate facts, logic, and structure?
  • [ ]Will my audience be interested in this?


Here are some final thoughts when building a web3 social media page. Avoid using technical jargon or complex terms that are difficult for the average reader to understand. Instead, break down complex ideas into easy-to-understand concepts and provide examples to illustrate them. Use visuals such as graphs, charts, and images to help clarify the information and make it more accessible.