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 user profiles. This article explores how these insights can be used strategically to gain a competitive advantage in the web3 ecosystem.

Web3 Social Data helps brands understand their audience better and create targeted marketing campaigns

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 is Web3 Social Data?

Web3 Social Data is information generated within blockchain-based 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

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.

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.

Uncover actionable insights and turbocharge your growth  with Formo

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.