No matter your skill in tech, there’s always a slight difference when applying it to a web3 project. Web3, through distributed ledgers like the blockchain, disables server-client Infrastructure peculiar to web2 applications.
This innovation changes everything; the way users interact with platforms (Dapps), and also the way we promote and position businesses or applications built on the blockchain.
The goal of copywriting for social media, whether for a web2 or web3 brand/product, is to build a bridge between product marketing and social relations with customers. Some experts view social media interaction as a skill that requires a deep-level understanding of ingenious interaction, such that it can enact an action. They’re not wrong.
This article focuses on social media copywriting and how to do this effectively for Web3 projects. I will share four (4) tips to improve your copywriting skill for web3 projects.
Prioritize High-Level Interactive Copies:
Brands use social media to interact with their users or target audience/customers. In web3, interactions are essential because the web3 community is still tightly knitted. When writing social media copies for web3 projects, it is necessary to keep them as interactive as possible, aiding easy and organic engagement.
For example, this tweet by MagicEden, Solana’s leading NFT marketplace, is a clickbait tweet that nods to the “not so cool” engagement farming culture of NFT projects. However, it is an example of high-level interactive content and a good copy:
You can use questions, engaging comments, and other forms of copies to elicit a reaction from your audience and target audience.
An example of Gitcoin, using question copy for interactive content:
Utilize Web3-Lingo in your copies:
While web2 folks might not be big fans of the slang people in web3 or the majority of web3 audience use, a copywriter needs to imbibe the web3 culture. This includes using the appropriate language at the right moment. Some examples are “GM” instead of “Goodmorning” and “WAGMI,” meaning. We are all gonna make it, etc.
Using the appropriate language helps your copies to speak to a familiar audience.
Here we see Opensea utilizing this tip:
Get comfortable using Copy headers for Build-ups:
A Copy header is my way of describing the leading sentence to a social media copy. The copy header is meant to be concise yet strong enough to capture the mind of the reader (your audience) and compel them to read through. The role of a copy header in social media content engagement is often undermined. However, copy headers are not to be overlooked. They significantly ensure the audience is engaged enough to click on the CTA (call-to-action).
An example of a strong header can be seen in this copy by Coinbase:
—-> “It’s Cybersecurity Awareness Month! 🔒”
This copy header is informative, and so captivates the attention of the reader/audience.
Another example by Coinbase:
——> “ Available Now On-Demand. “
This copy is thought-provoking —— the reader/audience becomes curious about what’s available on demand.
It’s important to note, however, that specific copy headers are cliché and not as effective as they used to be:
E.g., Do you know? As a content header to enlighten the audience. ❌
Employ Flexible “Trendjacking”:
Trendjacking as the name connotes the ability for brands or projects to waltz into trends and utilize them to improve communication with their audience or target audience. This practice can be done in other forms of communications and content marketing like advertising and PR, as well as social media copies.
The web3 space is often an eventful one, and there’s usually always something funny or cool to talk about or jump into, so, Trendjacking can is utilized to show that the brand is active.
An example of Trendjacking is the Adam Levine joke that trended on the internet in waking allegations of his infidelity.
Many brands and projects jumped in on the trend to provide a wee bit of humor for their audience. Some went as far as rolling out an uncomfortable product update and masking it with the “Adam Levine” trend (🙄😒 I won’t mention names).
Bonus:
Don’t forget your CTA:
The holy grail of copywriting is the CTA (Call-To-Action). The goal of web3 projects is to get people to try out their products or services, join a community, and engage in rewards/incentives. CTAs can be more subtle and persuasive. Be flexible when using CTA!
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