I recently watched a TikTok video describing a shift I think a lot of us are feeling even if we haven’t put it into words yet: The internet is splitting into two layers - the public and the private.
- On the public web, content is everywhere, often AI-generated, fast, and recycled. It’s noisy, but still powerful for reach.
- On the private web, people are leaning into closed communities like Discord, Telegram, Substack, and group chats where they trust the source, not the algorithm.
This doesn’t mean the public internet is dead. Far from it. It’s still where discovery happens. But the trust? The real conversations? The long-term belief? - They’re increasingly moving behind the curtain.
What This Means for Web3 Marketing
Web3 is all about community, but we often default to a single layer of strategy:
- Post on X
- Airdrop for engagement
- Try to go viral
What if we added layers instead of relying on one shot?
- Public web layer => Spark curiosity, build surface-level awareness
- Private spaces layer => Nurture trust, convert belief into belonging
- Onchain layer => Align actions with value in a provable, transparent way
Instead of choosing between the two, the most effective strategies embrace both: Use threads or videos to spark ideas… Then guide people into Telegrams, forums, or token-gated spaces where they can go deeper.
The internet is changing. Not collapsing. Not breaking. Just layering. And Web3 is uniquely positioned to design for that. My concern: How do we balance public reach with private trust in our marketing efforts? Are we doing enough to design high-signal spaces people want to stay in? Would love to hear from others 