I’m so grateful to join the community to share my experience as well as learn more from all of you.
I’m Lucie. I spent many years leading social strategy at a Web3 project. On November 23th, I was talking to my friend who repeatedly failed to build a web 3 community on social media. I spent the past year watching what works—and what absolutely doesn’t.
The truth? Most Web3 teams still approach social like a Web2 brand: polished announcements, templated graphics, safe language. We did the same at first. We pushed updates, talked about roadmaps, even teased incentives—and the response was silence.
What changed everything was a mindset shift: “Web3 isn’t about corporate messaging”, it’s about culture. The posts that took off weren’t the ones that looked good—they were the ones that felt real. Memes, unfiltered thoughts from the team, raw behind-the-scenes moments—these consistently outperformed anything we “designed.”
We learned that people follow people, not logos. So we encouraged devs, founders, and even mods to post under their own names. We leaned into humor, created our own in-jokes, and stopped playing it so safely. The result? Real engagement, not just vanity metrics.
If you’re building in Web3 and wondering why no one’s paying attention, ask yourself: are you talking like a brand, or acting like a tribe? This space doesn’t need more content—it needs connection.
Web3’s soul is raw human vibes