Bringing real people into the world of Web3 is a monumental task. It’s a challenge that seems to be consistently underestimated by many in the blockchain space. The underlying question is, why are established Layer 1 chains struggling to onboard regular users? What is the disconnect that has made the adoption of Web3 technology such a daunting prospect?
Through research and observation, it is clear that onboarding real people requires a two-pronged approach: a genuine effort to reach out and effective strategies to ensure success. However, many existing frameworks within prominent Layer 1 (L1) chains like Ethereum, Cardano, and Solana appear misaligned with these principles.
Understanding the Disconnect
When analyzing the marketing strategies employed by major blockchain platforms, an intriguing pattern emerges. Many projects seem to be purposefully targeting an esoteric audience. Their interfaces, wallets, and general user experiences are overly complicated and unwelcoming. This complexity, it seems, is designed to attract a niche audience of Web3 developers rather than the average user who could benefit from blockchain technology.
Marketing efforts often revolve around hackathons and high-profile events at cryptocurrency conferences, environments that do not typically attract everyday people. These strategies may succeed in attracting developers, but they fundamentally fail to engage with the wider public.
The prevailing notion of elitism in many projects is alarming as well. Some individuals might argue that targeting regular folks is impractical, claiming they represent the “lowest common denominator.” This idea belittles the vast potential of the human experience and creativity, reducing it to mere statistics. It is essential to remember that Web3 and blockchain technology are meant to provide empowerment and solutions to everyone, particularly those who have felt exploited by traditional financial systems.
The Flaws in Marketing Strategies
Meanwhile, another trend I’ve observed in blockchain marketing is what can only be described as “ego trip marketing.” This involves spending significant portions of budgets on extravagant events that primarily serve to boost the egos of founders and core teams, rather than delivering meaningful outreach to prospective users. A lavish yacht party or a sponsorship of a Formula One race car, while glamorous, does little to engage the everyday individual who might genuinely benefit from blockchain technology.
Moreover, there exists a fallacy in the assumption that supporting Web3 developers with tokens will naturally lead to user growth. This “tokens, devs, users” fallacy neglects the integral role of marketing in connecting the dots. Oftentimes, money is given to developers without appropriate oversight, mentorship, or management, leading to failure in developing functional applications that actually attract users. Even when applications are built, if they are not marketed properly, they remain obscure to the average person.
The focus tends to linger within a small loop of the crypto community and its development circles, with little to no outreach to the broader public who stands to benefit from the technology.
Learning from Attempts to Engage
When some of these chains do attempt to reach a broader audience, their efforts can sometimes miss the mark entirely. A recent example can be seen in a commercial released by Solana that aimed to convey inclusivity. The advertisement focuses on a wealthy man in a Cybertruck hastily compensating another affluent individual after a minor accident. It is a stark reminder of how disconnected the management appears from the everyday realities faced by most people.
While the intention behind the campaign was to showcase that Solana is “for everyone,” the execution fell short. The reality is that most individuals do not identify with the narrative of wealthy people riding Cybertrucks or cruising around on expensive bicycles. This disconnect starkly contrasts the situations faced by everyday folks, who often juggle concerns about basic necessities, such as paying rent or providing for their families.
There is a palpable gap in understanding the challenges that many people face today. The ongoing crises surrounding fiat currencies, inflation, and job instability remind us that there is a desperate need for solutions that empower the average person. A significant oversight by multiple blockchain entities is their failure to recognize that their target demographic should include those who are actively seeking stability through decentralized finance but often find themselves alienated by the very systems designed to help them.
The Call to Action
The potential for Web3 to make a real impact exists, yet the pathways currently taken by many chains seem to overlook the fundamental aspect of connectivity with real people. By failing to broaden their focus, they miss the opportunity to contribute significantly to the lives of those who are in genuine need of assistance.
In many ways, these chains have simply not tried hard enough to onboard users outside their bubble. When they attempt outreach, the approach is fundamentally misconstrued. There appears to be little understanding of whom they should be connecting with and how they can do so effectively.
To foster genuine user adoption, the blockchain community must engage in more meaningful dialogue and outreach efforts. Emphasizing empathy and understanding of real-life challenges can create powerful connections that resonate deeply with people who may benefit from these technologies.
Only through this broadened understanding and genuine effort will Web3 evolve into a truly inclusive space. The potential for transformation exists for everyone, and there is no reason to leave real people at the margins. This mission is at the heart of Geode Blockchain, a commitment to ensuring that these technologies serve not just a privileged few but all of humanity.
