Building a community will be essential to growing a customer base in Web3. In an uncertain world, people tend to seek out places where they feel they belong and can connect with like-minded individuals. As a result, next-generation brands will be built as communities first, hence reshaping what loyalty and brand participation looks like.
In a recent report from Accenture, they noted that there were three common threads converging:
Communities of belonging: on platforms like Discord. Twitch and Reddit, people are already coming together to form tight-knit communities around shared interests.
Token-gating: with the advent of blockchain technology, we now have the ability to create “token economies” where exclusive access is reserved for “token holders only.” This could take the form of VIP clubs, early access to products/services, or simply recognition within the community.
•Collectibles: finally, the rise of digital collectibles (think crypto kitties), autographs, trading cards and more are giving people new ways to show their fandom and affiliation with a community.
For enterprise businesses, this presents both a challenge and an opportunity. On the one hand, you will need to become nimbler and more adaptable in order to compete with agile startups. On the other hand, you have the resources and expertise to build meaningful communities at scale.
At Trident3, we specialize in helping brands navigate the Web3 frontier. Contact us to learn how we can help your brand build a lasting community.