As Web3 marketers, it’s easy to fall into the trap of vague targeting referring to “crypto people” or “degens” as if they’re one homogenous group. But in reality, the Web3 landscape is a patchwork of micro-communities, subcultures, and personas, each with its own dialect, values, pain points, and platforms of choice.
So the real question is:
Who are we actually speaking to and are we speaking their language?
Breaking Down the Web3 Audience
Let’s get specific. The Web3 space isn’t defined by demographics it’s defined by mindsets and behaviors. Here are a few distinct audience segments you might be talking to (often without realizing it):
- DeFi Maxis
Mindset: Risk-aware, analytical, often skeptical.
Language: APYs, TVL, LPs, governance, “yield farming.”
Platforms: X (formerly Twitter), Discord, Dune dashboards.
Tone That Works: Straightforward, data-backed, sometimes meme-coded, but with substance.
- NFT Collectors & Creators
Mindset: Emotional, status-driven, early adopter mentality.
Language: Minting, floor price, rarity, GM/ GN culture, “vibes.”
Platforms: X, Discord, Farcaster, Lens, and still some corners of Instagram.
Tone That Works: Visual, artistic, community-driven language. Aesthetic and narrative matter a lot here.
- Builders & Devs
Mindset: Problem-solvers, technical, open to innovation.
Language: Solidity, zk proofs, gas optimization, “EIP this, EVM that.”
Platforms: GitHub, StackOverflow, Dev-focused Discords, Hackathons.
Tone That Works: Precise, technical, no fluff. Show impact > vision.
- Speculators & Airdrop Hunters
Mindset: ROI-focused, short-term interest, trend-sensitive.
Language: WL, sybil resistance, snapshot, tokenomics, “wen token?”
Platforms: X, Telegram, Reddit, niche alpha groups.
Tone That Works: Direct, rewards-based messaging. Use urgency and clarity. Cut through the noise.
- Web2-Curious Newcomers
Mindset: Curious but cautious. Needs education, not hype.
Language: Simple analogies, real-world comparisons, fewer acronyms.
Platforms: YouTube, TikTok, Medium, more mainstream platforms.
Tone That Works: Friendly, explanatory, welcoming. Bridge-building is key.
The Language Layer: More Than Just Words
In Web3, language is layered. It’s not just what you say, it’s how you say it:
Memes are a universal dialect. A single meme can carry cultural meaning, technical commentary, and inside jokes all at once. Ignore meme culture, and you miss 50% of the conversation.
Jargon is a filter. Used wisely, it signals competence. Overused, it repels everyone outside the echo chamber.
Tone = alignment. Web3 communities are hypersensitive to tone, come off too corporate, and you’ll lose the trust of grassroots believers. Come off too informal with devs, and you’ll get ignored.
So, Why Does This Matter for Marketers?
Because every campaign, every tweet, every brand voice needs to pass this test:
“Do we know exactly who we’re talking to—and are we speaking in their native tongue?”
Marketing in Web3 isn’t about broadcasting—it’s about embedding. You need to enter the right subculture, speak its language, and contribute value before expecting attention or conversion.
Open Questions to the Guild
How do you define your Web3 audience ?
What tools or signals help you understand how they actually speak?
Have you ever gotten the language or tone completely wrong?
What did you learn from it?
Let’s talk about it. Because until we define the “Who” and learn their language, we’re just marketing into the void.
