In the world of Web3, where what’s cool today can feel outdated by tomorrow, speed is often seen as the ultimate advantage. We live in an age where acceleration defines everything! From how quickly trends shift to the rise and fall of entire projects. But is faster always better? As we apply AI to Web3 marketing, this question becomes more pressing.
Social Acceleration and Its Impact
The concept of "social acceleration," introduced by Hartmut Rosa, speaks to how quickly expectations shift in today’s world. Rosa describes the "shrinking of the present," where the time between expectation and experience narrows. Imagine you’re expected to fly from London to New York for a meeting. The idea of sailing for seven days no longer aligns with today’s expectations, everyone assumes you'll be there tomorrow. This shift is mirrored across industries, especially in tech, where AI is accelerating workflows and decision-making.
In Web3, this acceleration is even more intense. The space is chaotic, unpredictable, and constantly evolving. Knowing what’s trendy one day might not help you the next. Slang changes, culture moves, and even the memes driving community conversations shift overnight. And this is where AI can feel like a double-edged sword - it helps marketers keep up, but it can also lack the deeper understanding needed to navigate such a fast-moving environment.
The Role of AI in Web3 Content Marketing
AI is undoubtedly transforming marketing. It assists in everything from content creation to brainstorming, helping marketers save time and boost productivity. Generative AI tools like ChatGPT and image creators like Midjourney have become essential for speeding up the marketing process.
We love using AI tools at ThirdMedia and it’s at the core of everything we do!
But in Web3, speed isn’t the only factor that matters- authenticity, tone, and cultural awareness are equally important. Using AI as a copilot can help manage the volume of content needed in this fast-paced environment, but the pilot still needs to understand Web3’s unique nuances.
According to a report published by Mediaocean, Generative AI application has become one of the Leading consumer trends according to marketers as of July 2024. Another report posted by Basis Technologies pointed out that three major objectives for marketers to use AI involves: drafting/creating content (52.5%), ideation/brainstorming (48.5%), and research (33.2%).
Why Web3 Marketing Is Different
Web3 isn’t just another tech trend. It’s an industry that lives and breathes its own culture, filled with insider language, shifting memes, and a community-driven ethos. Here, it’s crucial for marketers to get the tone right. AI can support us, but it doesn’t inherently understand the subtleties of what makes Web3 culture tick. This is a space where knowing the slang and feeling the pulse of the community is as important as the tools you use.
Striking the Right Balance
AI is a tool, not a replacement for the deeper understanding required to navigate Web3 effectively. Over-reliance on AI can lead to content that feels impersonal or out of sync with the fast-moving culture of this industry. Think of AI as a copilot that helps you steer through the chaos, but you, as the pilot, must guide the process with your knowledge of what’s happening in the community.
Trust the Process
In the rush to meet deadlines and stay ahead of the curve, marketers often forget the joy of the creative process. While AI can help shave time off tasks, it’s essential to step back and remember why we’re doing this in the first place. The Web3 space is exciting, chaotic, and filled with opportunity, but if we focus too much on efficiency, we might lose sight of the passion that drives creativity.
As marketers in Web3, we must ask ourselves: is it worth saving ten minutes if the content feels generic? Are we sacrificing our unique voice just to keep up with the rapid pace of change?
Final Thoughts
Web3 marketing requires more than just speed, it demands a deep understanding of the culture that fuels it. AI can help us work faster, but it’s up to us to ensure that the content we produce stays true to the spirit of the space.For now, it’s still on us humans to keep Web3 marketing authentic… though, at the rate AI is evolving, we might just become the memes ourselves soon enough 😬
