| I Build For Web3 teams: Positioning, GTM, Growth and Community | Content Marketing | CMO @twin3_ai | Follow me for Tips and useful growth frameworks |
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Joined September 2024
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I helped grow Liquify community from scratch to 20K members.
It taught me that community growth and community health are two different things.
Here's how I'd approach building a Web3 community today. 🧵
ALT Community Growth is not the same as community health
tbh, I think this is one thing a lot of Web3 projects still get wrong.
Having 100k followers is good, but if those followers aren't bringing people who actually use your product, what exactly are you paying for?
Sometimes, a smaller creator with the right audience can bring better results than a big account.
It's not always about how many people see your project. It's about reaching the right people.
Stop choosing creators based on numbers alone. Look at the results too.
unpopular opinion: 100k followers mean nothing if you can't bring real users to a project.
a creator with 2k engaged followers who converts users is more valuable than one with 100k followers who only brings likes and impressions.
read that again.
we've become so obsessed with follower counts that projects sometimes choose creators based on numbers instead of results.
will web3 ever get better?
Can you explain your project in one sentence without using the words innovative, revolutionary or next-gen?
Web3 Growth Notes — Day 2
Not every Web3 project needs to spend more money on marketing.
Sometimes, the problem is that you're marketing on the wrong channel.
I've seen people act like if you're building in Web3, you must be active on X, grow a Discord, post on Telegram, run campaigns, and do everything at once.
But do you really need all of that at the same time?
Let's say you're building a product for developers.
You can spend weeks posting general content on X, hoping developers will notice you.
Or you can identify where those developers already spend their time, the kind of content they pay attention to, and what would make them interested in trying your product.
Which one makes more sense?
This is where I think some teams get it wrong.
They copy what worked for another project without asking if it can work for theirs.
One project might grow through X because its audience loves discussions and educational content.
Another might get better results from developer communities, technical documentation, partnerships, or direct outreach.
It doesn't mean one project has a better marketing team than the other.
Their audiences and products are different.
The channel that works for one project might not work for yours.
Before you start spreading your team across every platform, ask yourself:
→ Who exactly are we trying to reach?
→ Where do these people already spend their time?
→ What kind of content or activity would get their attention?
→ How will we know if this channel is actually bringing results?
You don't have to be everywhere to grow.
Find the channels that make sense for your product, test them, pay attention to the results, and put more effort into what works.
Of course, you won't always get it right on the first try. That's why you test instead of just assuming.
Marketing isn't about being everywhere.
It's about getting in front of the right people with the right message.
Web3 Growth Notes — Day 1
a lot of projects want growth, but not everyone understands what growth actually requires.
A founder launches a project, starts posting on X, opens a Discord server, announces partnerships, maybe runs a campaign, and expects things to move.
But after some time, the numbers are not looking good.
The X account isn't getting the attention they expected. The Discord has members, but only a few people are actually talking. The content is going out, but it's not bringing the right people to the project.
Then the question becomes, "What are we doing wrong?"
Sometimes, the problem isn't that the team isn't working hard enough.
The problem is that the activities are not connected to a clear growth strategy.
Let me explain what I mean.
1. You need to understand your positioning first.
Before you start pushing content everywhere, can people actually understand what your project does, who it's for, and why they should care?
If someone visits your X profile today, will they understand what you're building in a few seconds?
If they read your last five posts, will they understand the value of your project?
If the answer is no, bringing more people to your page might not solve the problem.
You could be getting attention without giving people a good reason to stay.
2. Your marketing activities need to work together.
Content, community, partnerships, and growth campaigns shouldn't feel like four different departments doing their own thing.
For example, let's say you're launching a new Web3 product.
Your content should help people understand the problem you're solving.
Your partnerships should help you reach relevant audiences and build credibility.
Your community should give interested people a place to learn, ask questions, contribute, and stay connected.
Your growth strategy should help you understand which activities are actually moving people closer to using your product.
Do you see how these things connect?
It's not just about doing more. It's about making sure each activity has a purpose.
3. Stop measuring growth by numbers alone.
Having 10,000 followers looks good.
Having 5,000 Discord members looks good too.
But what happens when those people don't care about your product, don't participate in your community, and never become users?
This is where some projects get it wrong.
They celebrate the numbers without asking what those numbers are doing for the project.
I'm not saying followers and community members don't matter. They do.
But you need to look beyond the numbers.
Are the right people discovering your project?
Are they engaging with your content?
Are they asking questions, trying the product, contributing to the community, or telling others about it?
Those are the kinds of questions worth asking.
Because attention is useful, but attention alone isn't the same as growth.
So, where should a Web3 team start?
Before spending more money on marketing or adding more activities to the calendar, take a step back and ask yourself three questions:
→ Can people clearly understand what we're building and why it matters?
→ Are our marketing activities reaching the people we're actually trying to attract?
→ Can we tell which activities are contributing to meaningful progress?
Be honest with your answers.
You might discover that you don't need another campaign yet. You might need clearer positioning, better content, a more intentional community strategy, or a better way to measure what's working.
And that's okay.
The goal isn't to look busy. The goal is to make progress.
I'll be sharing more practical lessons on positioning, GTM, growth, content marketing, and community building throughout this series.
If you're building in Web3, I hope these notes help you think through your growth strategy a little differently.
Let's build.
Not every project needs a louder announcement.
Sometimes it needs a clearer message.
More visibility won't fix positioning people don't understand.
If people need 5 minutes to understand what your project does, your positioning probably needs work.
Clarity makes it easier for people to care, remember how you and explain you to someone else and that makes it much easier.
A Web3 project can have a good product and still struggle to get users.
Sometimes the problem is not the product.
It's positioning, distribution and how well people understand why they should care.
I won't call these insights @imlocha I would call these a full course approach to getting started with creators...
Thanks for giving these wonderful insights for free.
Web3 Growth Notes — Day 1
a lot of projects want growth, but not everyone understands what growth actually requires.
A founder launches a project, starts posting on X, opens a Discord server, announces partnerships, maybe runs a campaign, and expects things to move.
But after some time, the numbers are not looking good.
The X account isn't getting the attention they expected. The Discord has members, but only a few people are actually talking. The content is going out, but it's not bringing the right people to the project.
Then the question becomes, "What are we doing wrong?"
Sometimes, the problem isn't that the team isn't working hard enough.
The problem is that the activities are not connected to a clear growth strategy.
Let me explain what I mean.
1. You need to understand your positioning first.
Before you start pushing content everywhere, can people actually understand what your project does, who it's for, and why they should care?
If someone visits your X profile today, will they understand what you're building in a few seconds?
If they read your last five posts, will they understand the value of your project?
If the answer is no, bringing more people to your page might not solve the problem.
You could be getting attention without giving people a good reason to stay.
2. Your marketing activities need to work together.
Content, community, partnerships, and growth campaigns shouldn't feel like four different departments doing their own thing.
For example, let's say you're launching a new Web3 product.
Your content should help people understand the problem you're solving.
Your partnerships should help you reach relevant audiences and build credibility.
Your community should give interested people a place to learn, ask questions, contribute, and stay connected.
Your growth strategy should help you understand which activities are actually moving people closer to using your product.
Do you see how these things connect?
It's not just about doing more. It's about making sure each activity has a purpose.
3. Stop measuring growth by numbers alone.
Having 10,000 followers looks good.
Having 5,000 Discord members looks good too.
But what happens when those people don't care about your product, don't participate in your community, and never become users?
This is where some projects get it wrong.
They celebrate the numbers without asking what those numbers are doing for the project.
I'm not saying followers and community members don't matter. They do.
But you need to look beyond the numbers.
Are the right people discovering your project?
Are they engaging with your content?
Are they asking questions, trying the product, contributing to the community, or telling others about it?
Those are the kinds of questions worth asking.
Because attention is useful, but attention alone isn't the same as growth.
So, where should a Web3 team start?
Before spending more money on marketing or adding more activities to the calendar, take a step back and ask yourself three questions:
→ Can people clearly understand what we're building and why it matters?
→ Are our marketing activities reaching the people we're actually trying to attract?
→ Can we tell which activities are contributing to meaningful progress?
Be honest with your answers.
You might discover that you don't need another campaign yet. You might need clearer positioning, better content, a more intentional community strategy, or a better way to measure what's working.
And that's okay.
The goal isn't to look busy. The goal is to make progress.
I'll be sharing more practical lessons on positioning, GTM, growth, content marketing, and community building throughout this series.
If you're building in Web3, I hope these notes help you think through your growth strategy a little differently.
Let's build.
Building a product is one thing. Getting the right people to use it is another.
Founders need to think about distribution early, not only when the launch is close.
Mr Eagle 🦅 retweeted
I don't think AI will be used the same way by everyone.
A content creator might use it to come up with ideas and create content faster.
A marketer might use it to understand customers and improve campaigns.
A teacher might use it to make learning easier for students.
A founder might use it to make better decisions and get things done with a smaller team.
Same AI, different problems to solve.
That’s why I think your existing skills and experience still matter.
AI can give you the tools, but knowing what to do with those tools is a different thing.
The more you understand your field, the better you can use AI to solve real problems in it.
Mr Eagle 🦅 retweeted
I think one of the biggest advantages of AI is that it amplifies what you already know.
If you understand marketing, AI can help you think through positioning, customer research, and better ways to reach your audience.
If you're a developer, it can help you build faster and explore solutions you might not have considered.
If you're a founder, it can help you analyze problems, test ideas, and make better decisions.
But here's the thing: the quality of what you get out of AI often depends on what you bring to it.
When you understand a subject, you know the right questions to ask. You can spot when the answer doesn't make sense, provide better context, and push the tool beyond the obvious answers.
Without that understanding, it's easy to accept a confident answer without knowing whether it's actually useful.
That's why I don't think AI makes expertise irrelevant. In many cases, it makes expertise even more valuable.
AI gives you leverage, but your knowledge determines how well you use it.
The people who learn how to combine what they already know with what AI can do will have a real advantage.
I think one of the biggest advantages of AI is that it amplifies what you already know.
If you understand marketing, AI can help you think through positioning, customer research, and better ways to reach your audience.
If you're a developer, it can help you build faster and explore solutions you might not have considered.
If you're a founder, it can help you analyze problems, test ideas, and make better decisions.
But here's the thing: the quality of what you get out of AI often depends on what you bring to it.
When you understand a subject, you know the right questions to ask. You can spot when the answer doesn't make sense, provide better context, and push the tool beyond the obvious answers.
Without that understanding, it's easy to accept a confident answer without knowing whether it's actually useful.
That's why I don't think AI makes expertise irrelevant. In many cases, it makes expertise even more valuable.
AI gives you leverage, but your knowledge determines how well you use it.
The people who learn how to combine what they already know with what AI can do will have a real advantage.
I don't think AI will be used the same way by everyone.
A content creator might use it to come up with ideas and create content faster.
A marketer might use it to understand customers and improve campaigns.
A teacher might use it to make learning easier for students.
A founder might use it to make better decisions and get things done with a smaller team.
Same AI, different problems to solve.
That’s why I think your existing skills and experience still matter.
AI can give you the tools, but knowing what to do with those tools is a different thing.
The more you understand your field, the better you can use AI to solve real problems in it.
the issue is y'all still use that word "farm" and to be honest with you it now pisses off founders. so after the airdrop farming, what happens next? who uses the product?
founders and Project manageres are now looking for real product usage and not some people coming in for rewards only, believe me it is going to get harder not until everyone(not farmers) start adding value and do away with farming projects for rewards only and drive actual usage.
you know what the worst part about this market is as someone that actually want other ppl to make money
In 2024 (and earlier) people would post airdrop guides, alpha for projects to farm (and in 2025 similar for infofi), etc. People would use the protocol/tweet about it, get an airdrop, and the content creator & their community would all be happy
now there’s basically nothing to safely farm onchain, probably a higher chance whatever new protocol you discover gets hacked (many examples), exit scammed (altura), or just don’t even airdrop (polymarket). Nobody wins and nobody writing guides anymore because there’s almost no money farming
what a terrible time to be an actual product user
6. Measure more than member count.
Look at acquisition, activation, participation, retention, and advocacy.
These categories help you understand what happens after someone joins.
A community of 20K is a milestone.
It isn't, by itself, proof of a healthy community.
ALT Measure more than member count.
The biggest lesson is this:
Don't build a community just to increase the number of people in a chat.
Build a system that helps the right people understand the project, participate meaningfully, and become advocates because they believe in what you're building.
I hope this little insight of mine helps you build the best community for your project.
ALT Build a system that helps the right people understand the project, participate meaningfully, and become advocates because they believe in what you're building.