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The DCo Podcast
Ep 31 - Web3 Marketing Playbook with Phin from Abstract
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Ep 31 - Web3 Marketing Playbook with Phin from Abstract

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On to today’s podcast episode now…

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Hello there,

When we discuss marketing in Web3, the conversation often centres around engagement farming. But what if we're thinking about it all wrong? With Phin, Abstract's lead marketer, we explore how Web3 marketing differs from its Web2 counterpart.

Phin was building a social media business while he was in middle school. Come high school, he was managing social media for local businesses, starting with an escape room venture. This early start gave him years of experience in Web2 marketing before his plunge into crypto in 2021.

This background has him convinced that while Web2 marketing battles ruthlessly for attention, Web3 presents an opposite challenge where mindshare comes easily. But building lasting engagement proves far more elusive.

You can hire third-party agencies and tweet out anything to get mindshare. The hard part is converting that into a real community.

His thesis is that Web3 products shouldn't lead with their blockchain credentials. The best crypto game isn't competing with other crypto games. Rather, it’s competing with Valorant and God of War. As Phin puts it - "The bar has always been low in crypto for product quality. The best crypto product is maybe mid-tier in the real world."

This shapes Abstract's approach to building a consumer-friendly L2. They're focused on making crypto products as accessible as shopping on Amazon or watching TikTok. His thinking is that new users don't care about picking the "best blockchain"; they just want to do something fun.

The conversation ventures into thorny territory around data privacy, the future of self-custody, and why shitposting might be the most overrated marketing tactic in crypto. But through it all runs a consistent theme: the path to mass adoption may require meeting users where they are, rather than where we wish them to be.

Enjoy!

Not letting mindshare spikes fool me,
Saurabh Deshpande

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