From virality to value: How Web3 is redefining engagement

The marketing landscape is undergoing a fundamental shift. In the Web2 era, success was measured by impressions, clicks, and social shares. Marketers optimised campaigns to go viral, often prioritising short-term visibility over long-term value. However, Web3 is rewriting the rules of engagement by introducing principles of ownership, participation, and decentralisation.

This shift has profound implications for brands. Instead of simply attracting attention, companies now have the opportunity to build communities with shared ownership, creating sustainable and meaningful relationships with their audiences. Let’s explore how Web3 is redefining engagement and what brands can do to leverage this new paradigm.

The shift from Web2 to Web3 marketing

Web2 marketing was built on centralised platforms like Google, Facebook, and Instagram. These platforms acted as intermediaries, controlling user data and dictating how brands interacted with audiences. The primary goal was virality, generating as many views, likes, and shares as possible to maximize reach.

Web3 marketing, on the other hand, shifts power to users. With blockchain technology, individuals can own digital assets, participate in governance, and benefit financially from their engagement. This fundamentally changes the relationship between brands and consumers.

Key differences between Web2 and Web3 marketing

• Ownership vs. access – Web2 users consume content, while Web3 users own digital assets (e.g., NFTs, tokens).
• Centralized vs. decentralized – Web2 platforms control engagement, while Web3 enables decentralised communities.
• Impressions vs. participation – Web2 measures success through clicks, while Web3 values active participation and contribution.
• Advertising vs. incentives – Web2 relies on paid ads, while Web3 leverages token-based incentives to drive engagement.

How Web3 is changing brand engagement

1. Community-centric marketing

Instead of pushing ads to passive audiences, Web3 marketing focuses on co-creating value with users. Communities become stakeholders in a brand’s success, leading to deeper engagement.

Example: Bored Ape Yacht Club (BAYC)

• BAYC NFTs are not just digital collectables; they grant holders access to exclusive events, merchandise, and even governance rights.
• Holders feel invested in the brand, leading to organic word-of-mouth marketing.

Takeout: Brands should prioritise building engaged communities rather than chasing one-off impressions.

2. Tokenized incentives for engagement

Web3 allows brands to reward customers with tokens for their participation. These tokens can be used for discounts, governance voting, or exclusive content.

Example: Starbucks Odyssey

• Starbucks launched an NFT-based loyalty program that allows customers to earn digital collectables.
• These NFTs provide unique experiences, such as coffee tastings and behind-the-scenes tours.

Takeout: Offering tokenised rewards encourages sustained engagement and brand loyalty.

3. Decentralised content creation

In Web2, brands produce content and push it to audiences. In Web3, users create and monetise content themselves, fostering a participatory ecosystem.

Example: Lens Protocol

• Lens Protocol allows users to own their social media content, free from platform restrictions.
• Creators monetise their content through blockchain-based micropayments and NFTs.

Takeout: Brands should explore ways to empower their communities to create and share content.

4. Ownership and digital collectibles

With Web3, brands can turn engagement into assets that consumers own, increasing perceived value.

Example: Nike.Swoosh

• Nike’s Web3 platform lets users buy, trade, and showcase digital sneakers as NFTs.
• These digital assets integrate with games and virtual worlds, enhancing brand immersion.

Takeout: Giving users ownership over digital assets strengthens brand affinity and engagement.

5. Transparent and trust-based relationships

Blockchain technology ensures transparency, reducing trust issues associated with traditional advertising.

Example: Brave Browser & Basic Attention Token (BAT)

• Brave rewards users with BAT for viewing ads, giving them control over their data and engagement.
• Advertisers get better-qualified leads, while users are compensated for their attention.

Takeout: Transparency fosters trust, leading to higher-quality engagement.

Challenges of Web3 marketing

While Web3 presents exciting opportunities, brands must navigate challenges:

• User education – Many consumers are unfamiliar with blockchain and NFTs.
• Regulatory uncertainty – Crypto and Web3-related marketing is subject to evolving regulations.
• Scalability – Blockchain-based applications can have high transaction fees and slow processing times.
• Security risks – Brands must ensure their Web3 initiatives are secure from hacks and scams.

How brands can get started with Web3 marketing

To leverage Web3 effectively, brands should:

1. Educate their audience – Simplify blockchain concepts and make adoption easy.
2. Start small – Experiment with NFTs, tokenized rewards, or limited Web3 experiences.
3. Engage the community – Listen to and involve users in brand decisions.
4. Ensure compliance – Work with legal experts to navigate regulations.
5. Use hybrid approaches – Combine Web2 and Web3 strategies for seamless transitions.

Final Thoughts

Web3 is transforming engagement from fleeting virality to lasting value. Brands that embrace decentralised communities, tokenised incentives, and digital ownership will thrive in this new landscape. Instead of chasing clicks, the future of marketing lies in creating meaningful, participatory relationships.

Companies that understand and leverage Web3’s principles today will be the ones shaping the marketing strategies of tomorrow. The key is not just to adopt Web3 but to embed its values—ownership, transparency, and community—into the core of brand engagement.