Web3 is the most powerful technology your brand is not embracing

AntonioCulture2025-07-067770

You’ve probably been hearing the terms blockchain, crypto and non-fungible tokens (NFTs) thrown around a lot lately.

What you may not know is they’re part of the greatest shift in the internet since the advent of Facebook. An evolution known as web3.

I’ll spare you the technical jargon around blockchain technology—the foundation for web3—there are countless articles that cover that ground.

Instead, I’ll provide a primer to web3, and how it's going to impact marketers and the future of online communities. So, what should you, as a social media marketer know to get started?

What is web3?

At its core web3 is a decentralized internet.

Rather than a handful of big companies (like Google) running everything, the users own, operate and contribute.

Consumer capitalism is about the production of identity through brands more so than strictly goods. Web3 lets communities build collective identities, with NFTs as the means to bootstrap real products.

This inversion will be as significant as anything in our lifetimes.

— ✨ John Patten (@jpatten__) March 21, 2022

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