Decentralized social networks represent the next evolution of social media, prioritizing user data ownership, censorship resistance, and community governance. By harnessing the power of Web3 Social Data, you can better understand who your users are and deliver personalized experiences thanks to rich Web3 user profiles. This article explores how these insights can be used strategically to gain a competitive advantage in the Web3 ecosystem.
Key Takeaways:
Web3 Social Data empowers users to fully own their identities, content, and connections.
Marketers gain access to rich, verifiable social insights tied to wallet addresses.
User segmentation, influencer discovery, and wallet messaging are key strategies for engagement.
Tools like Formo help brands analyze social behavior and personalize experiences at scale.
Web3 Social Data helps brands understand their audience better and create targeted marketing campaigns
What is Web3 Social?
Web3 Social refers to social networks and platforms built on blockchain technology where users own their data, identity, and content.
Key Features:
Decentralized: Not controlled by a single company (e.g., no Facebook, Twitter owner).
User-Owned Identity: You log in using your wallet, not a username/email. Your identity is portable across apps.
Content Ownership: You own your posts, likes, and followers onchain.
Token Incentives: Users can earn rewards (tokens, NFTs) for engagement or contributions.
Examples:
Farcaster: Decentralized social graph with apps like Warpcast.
Lens Protocol: Web3 social graph where profiles and content are NFTs.
CyberConnect: Decentralized social network infrastructure.
What is Web3 Data?
Web3 Data refers to the public, permissionless data generated by blockchain networks, including user actions, transactions, smart contracts, tokens, NFTs, and more.
Key Features:
Onchain: All activities (e.g., sending ETH, minting an NFT, joining a DAO) are stored on a blockchain.
Transparent & Verifiable: Anyone can view and verify the data.
Pseudonymous: Actions are tied to wallet addresses, not names/emails.
Types of Web3 Data:
Transactional Data: Token transfers, swaps, contract calls.
Social Data: Follows, likes, posts on platforms like Farcaster or Lens.
Identity Data: Wallet profiles, ENS, POAPs.
Behavioral Data: Interactions with dApps, DAOs, NFTs.
Popular Tools:
Dune, Nansen, Formo, Flipside Crypto, The Graph – used for analyzing and visualizing Web3 data.
What is Web3 Social Data?
Web3 Social Data is information generated within blockchain social networks, including users' social activities and content. Each web3 social profile is often tied to the user's wallet address, which can reveal insights about their behavior and preferences onchain.
Web2 vs. Web3 Social data graphs
Why is Web3 Social Data important?
The decentralized and encrypted nature of Web3 presents unique marketing challenges and opportunities, making the effective use of social media analytics critical to success. On web3 platforms such as Farcaster and Lens, users' wallet addresses are tightly linked to their accounts, allowing marketers to track individual users' activities and interactions.
5 Benefits of Web3 Social Data for your marketing strategy
Web3 Social Data provides a powerful way for brands to engage with their target audience, build trust, and protect user privacy in the decentralized era. By leveraging social media data, Web3 brands can:
Increase brand awareness: Showcase products and services to a large and engaged audience, generating buzz and attracting new followers
Build strong communities: Connect with audiences, nurture relationships, and cultivate a loyal and supportive community
Generate quality leads: Capture email addresses and nurture prospects through the sales funnel
Establish thought leadership: Share valuable content and insights to build trust and position the brand as an industry expert
Improve customer service: Provide timely and efficient support, demonstrating a commitment to user satisfaction
Why are Web3 users attracted to Web3 social platforms?
Web3 social media platforms such as Farcaster and Lens give users unparalleled ownership and control over their data, which is stored on a public blockchain ledger. This decentralized model gives users a greater sense of privacy, transparency, and empowerment when engaging with others online.
For example, Farcaster, a web3 social platform, opened user registration on October 11, 2023, and has since amassed over 54,913 total users. This rapid growth highlights the strong demand among web3 enthusiasts for social platforms that prioritize user data ownership and decentralized governance.
Chart embedded from The Block Data.
What are the use cases for Web3 Social Data in marketing?
With the ability to track Web3 Social Data, marketers can use this information to create highly targeted and personalized engagement strategies. By understanding the composition and behavior of their audiences across distributed social platforms, marketers can unlock a wealth of opportunities to drive meaningful interactions and foster deeper connections with their onchain users.
5 Common use cases of Web3 social data
Some key use cases for leveraging web3 social data include:
Building dynamic follower lists
Marketers can create targeted lists of followers based on specific criteria such as platform, activity level, or engagement metrics. These lists can be used for targeted outreach, content curation, and campaign optimization.
Identify influential users
By analyzing follower counts, interactions, and activity data, marketers can identify influential users within their audience who can serve as brand advocates and help amplify their marketing messages.
Audience segmentation
Marketers can segment audiences based on a fragmentation of criteria, including platform usage, interests, and demographics. These insights allow them to deliver more personalized and relevant content, offers, and experiences to each segment.
Reward loyal users
By leveraging wallet messaging capabilities, marketers can send exclusive offers, rewards, or content directly to the wallets of their most loyal users.
Optimize content and campaigns
Marketers can gain insight into the types of content and campaigns that resonate best with their audiences. Web3 social media data allows them to optimize their strategies and deliver more effective marketing messages.
How Web3 Social Data Transforms the User Experience
Web3 social data gives users real ownership, portability, and monetization power, changing how we engage across the internet.
1. Own Your Social Identity
In Web2, platforms like Twitter or Instagram control your identity (username, followers, posts). If your account is banned, you lose everything.
In Web3, your identity is your wallet address and is stored onchain. You own your:
Profile (e.g., Lens Protocol Profile NFT)
Followers (as verifiable connections)
Posts (stored on decentralized storage like IPFS)
This means:
You can take your identity anywhere.
No single platform can delete or limit your presence.
Example: If you have a Lens Profile, you can log into Lenster, Orb, or Phaver using the same account and instantly access your profile and followers.
2. Monetize Content Natively
Instead of feeding engagement to platforms for ad revenue, Web3 empowers creators to earn directly.
Ways to monetize:
Token-gated content (viewable only by holders)
NFT posts that generate royalties on resales
Tips and microtransactions using crypto
Onchain badges (POAPs) for attendance or engagement
Example: A creator on Lenster can mint a post as an NFT, and fans who collect it contribute directly to the creator’s wallet.
3. Wallet Personalization
Web3 apps can personalize your experience using both:
Social data: who you follow, what you like
Onchain behavior: what NFTs you own, DAOs you’re in, what protocols you’ve used
This leads to:
Better content recommendations
Community discovery based on shared interests
Smarter reputation systems (e.g., seeing if someone is an active contributor in DAOs or DeFi)
Example: A social app could recommend communities based on the NFT collections you hold or events you’ve attended (tracked via POAPs).
Improve the onchain user journey with Formo
Formo is a Web3 platform that provides a suite of tools, including Web3 Forms, Wallet Data Platform, and Onchain Analytics. Formo helps teams uncover actionable insights into onchain user behavior across Web3 social media platforms to turbocharge growth.
As we move towards a privacy-first world, brands face barriers to collecting data for targeted advertising. Web3 Social Data enables brands to make informed decisions based on data, develop more effective direct marketing campaigns, and foster genuine connections with their audiences while respecting their privacy.
Further sources:
Follow us on LinkedIn and Twitter, and join our community to learn how Formo turbocharges growth for leading teams across web3!
Additional FAQs
1. How is Web3 Social Data collected without invading user privacy?
Web3 data is public and tied to pseudonymous wallet addresses, meaning insights are derived from open, permissionless data rather than personal identifiers.
2. Can traditional brands integrate Web3 Social Data into their marketing?
Yes. Brands can use tools like Formo to analyze wallet behavior and tailor experiences for Web3 users even if the brand originated in Web2.
3. What makes Web3 Social Data more reliable than Web2 analytics?
Web3 data is immutable, onchain, and transparent, making it verifiable and harder to fake than Web2 metrics like followers or clicks.
4. Do users need to actively engage on Web3 platforms to be tracked?
Not necessarily. Wallet activities like following, minting NFTs, or collecting posts are passively recorded onchain and form part of the social data graph.
5. How does Web3 Social Data impact influencer marketing?
It allows marketers to identify real onchain influence (e.g., NFT collectors, DAO contributors) instead of relying on vanity metrics like follower counts.
