Public vs Private Web: A New Layered Approach to Web3 Marketing

Hyperion Guilds Marketing Guild
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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 :backhand_index_pointing_down:

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So true!! Public gets the spark, private keeps the flame.
Big question now: are we building spaces people actually want to stay in?

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The layered approach makes a ton of sense

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Glad the layered approach resonates with you. It’s something I’ve found helps balance clarity with flexibility, especially in fast-moving spaces. If you’ve used a similar structure or have thoughts on where it could be improved, I’d love to hear more!

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Totally agree. That question hits hard. It’s not just about driving people in anymore, it’s about designing spaces where they feel seen, safe, and curious enough to stick around. I think the future of community will hinge on that, not just reach, but resonance.

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This really resonates. I’ve noticed the same shift, people might discover you on X, but they stay for the trust and connection built in smaller spaces. That’s why Discord and TG come in,

In Web3, we talk a lot about community, but we often forget that real community needs depth, not just reach. The layered approach makes so much sense, we should be designing marketing flows that guide people from curiosity to belonging, not just chasing viral hits.

1 Like