Who TF Is Your Audience Anyway?

How does any marketer proceed without understanding their audience? You don’t. You can't. So this edition is all about persona mapping—and more specifically, how to classify the elusive, chaotic, meme-loving species we fondly refer to as “the degen” (or, in normie terms, the crypto bro). With a little help from us, you too could WAGMI.

Let’s start with the first thing you need to know about this audience: they hate the English language. No, seriously. Not because they can’t read it (well, maybe some of them are fighting a mild dyslexia battle), but because they feel a deep, almost spiritual urge to create their own language. One that keeps the normies out, while building stronger community bonds within.

So let’s break down the Crypto Personas we’ve come to know over the years:

 Engaged Experts

These are your Blockchain Builders, Market Gurus, and Visionary Investors. The people who are in it not just for the money, but for the mission. They’re confident, analytical, and see crypto as a long-term play.

Blockchain Builders are younger professionals from tech backgrounds who focus on early-stage projects. They prefer decentralised assets and care deeply about innovation, societal impact, and ecosystem growth. Around 70% of them actively contribute to development.

Market Gurus are your older, finance-savvy crowd. These folks use analytics tools to monitor macro trends and diversify like pros. They’re all about data-driven decisions, stability, and long-term thinking. 85% of them are on top of their portfolios like hawks.

Visionary Investors are the serial entrepreneurs and VCs of the crypto world. High-income, well-educated, and all-in on disruption. They’re looking at scalable, real-world applications that can usher in mainstream adoption. About 80% are investing in transformative technologies.

 Aspiring Aces

Next, we have the ambitious learners. They’re not experts yet, but they’re hungry. This crowd includes DIY Investors, Tech Enthusiasts, and Network Seekers.

DIY Investors are experimenting with Bitcoin and Ethereum. They’re young, curious, and see crypto as a stepping stone to financial independence. They love forums, YouTube, and anything that simplifies the space. Think of them as the “crypto interns” of the ecosystem.

Tech Enthusiasts are the cool kids of Web3. They’re reinvesting profits into DeFi, NFTs, and next-gen platforms. Mostly working in tech-related jobs, they’re all about early adoption and innovation.

Network Seekers are in it for the vibes. Discord chats, Telegram groups, crypto meetups—you name it. These folks invest cautiously but learn socially. They’re building connections while building their portfolios.

 Short-Term Strivers

And then there are the ones chasing the high. Quick wins, fast flips, and that sweet, sweet dopamine hit. Say hello to your Trend Followers, Small-Stake Players, and Casual Traders.

Trend Followers are driven by FOMO. Heavily influenced by social media, they buy what’s hot and sell what’s not—fast. They don’t care about long-term use cases. They want to ride the wave.

Small-Stake Players are dipping their toes in. Maybe they’ve bought $50 worth of Doge on a user-friendly app. They’re optimistic but cautious, using crypto to build basic investment confidence.

Casual Traders are here for the fun. They trade occasionally, mostly for the thrill. Think: low stakes, high entertainment, and zero commitment to long-term holding.

SO, HOW CAN WEB2 BRANDS TAP INTO THESE PERSONAS?

Let’s talk strategy. Whether you’re a fintech scale-up, a lifestyle brand, or a gaming platform, crypto users aren’t a monolith—and they shouldn’t be treated like one.

Here’s how Web2 brands can leverage persona mapping to drive smarter marketing:

 The Cautious Newcomer  

Think of Bailey: They own a little Bitcoin and Ethereum—not because they’re deep in the crypto weeds, but because they want to hedge their bets.  

How to reach them:  

• Keep messaging simple and educational  

• Focus on low-risk, trustworthy entry points  

• Use relatable storytelling and clear UX

If your Web2 product complements crypto in any way—rewards, payments, subscriptions—this is your gateway audience. Build trust first, then upsell features later.

The Power User  

Now meet Ellis: an advanced trader with a diverse portfolio and serious goals. This is your performance-driven user.

How to reach them:  

• Offer deep insights, advanced tools, or data integrations  

• Speak in stats, not stories  

• Prioritise UX for speed, control, and customisation

For Web2 brands building anything from SaaS dashboards to trading apps or hardware wallets, this is the audience that demands precision and performance.

WEB3 BRANDS: HERE'S YOUR CHEAT CODE

If you're building in Web3—whether you’re a DEX, a protocol, or a tokenised ecosystem—here's the truth:

You don’t just need good marketing. You need marketing that understands degens, investors, builders, and normies alike.

That’s where Alkimi comes in.

We’re not just a Web2 Ad Exchange with a token—we live and breathe this space. We’ve run our own token community for years, and we work hand-in-hand with crypto pubs. We understand compliance and culture.

So if you're launching a campaign, building a brand, or scaling user acquisition...  

👉 Let us run it.

Because if you’re still talking to everyone the same way, you’re talking to no one.  

Let’s map your audience. Let’s speak their language. Let’s go.