Brands will have to think more human than ever to succeed in web3

Nowadays, current marketing techniques are powerful; however, nothing is more potent than the genuine relationship you build with your audience over time. A creator spends years building a relationship of trust with their viewers. If a brand can successfully integrate its products into the community of a creator—then the opportunity available is bigger than ever. This is because you don't have to work hard for these customers to trust you since the recommendation comes from someone they already really trust at heart. So long as brands are savvy enough in working around content makers (and get creative) then there shouldn't be anything stopping them from succeeding in Web3.

For a company to market its products/services, things are fairly straightforward. Today, you go to Google, or Facebook, and use their advertising tools. From there you can select the audience, region, and topic that best suits your target audience. Then the advertising platform will do the rest for you and place your ad in front of millions of users. This is the web2 model.

Now in web3, things will work completely differently. For this to make sense, let me explain an overview of how web3 differs from web2

In web2 the network is essentially ‘owned’ by the big companies.

Example: In order for me to send a message to my friend John. I have to use a company’s network (such as Facebook or Gmail) to reach him.

Web3 differs from this model by removing the ‘middle man.’ What happens in web3 is that suddenly, the individual (me) has the ability to create and own their own network. Therefore, in order for me to send a message to John, I no longer need these big companies to do so. I can create my own network that includes John and me.

This is a HUGE change in the way we communicate with each other and businesses have to be prepared to adapt.

For one, it will give individuals more control over their data. In web2, companies like Facebook and Google own your data. They can use it to their advantage in terms of marketing and advertising. However, in web3, individuals will have the ability to own and control their data. So if a company wants to use your data for marketing purposes, they will have to ask for your permission first. And if you say no, they won’t be able to use it

The creator will have the final say.

Brands will need to create deeper relationships with the creators

The best way for brands to adapt is to start partnering with content creators who have already established a network. This could be in the form of a social media influencer, YouTuber, or even a podcaster.

These creators will have access to a much wider and more engaged audience than a brand would be able to target using the traditional web2 model.

It won’t be about promoting a product in return for money; instead, it will be about the brand becoming an extension of the content created by the creator.

Example: David Dobrik - in his vlogs, David would often give away cars to his friends and random strangers. In order for David to afford these cars, he would partner up with brands that would cover these expenses. This brand was SeatGeek. What happened after a few of these giveaways was that the audience started to relate car giveaways with SeatGeek - the two became almost synonymous. Almost to the point where SeatGeek became this imaginary character on David’s vlogs. The moment SeatGeek was mentioned you knew something emotional and happy was about to happen.

Simply put - make creators your friend.