Case Study 14 / LinkedIn Content
Making the metaverse legible: positioning, hashtag research and community for a Web3 platform
The platform described itself in abstract category language that meant little to the people it needed to reach. The work translated that into a concrete promise, a no-code, drag-and-drop metaverse builder, backed distribution with four months of hashtag data across 7 tags, and wrote down how the community would grow and who would lead it.
Earlier work: led by Clarafold's founder at a web3 metaverse platform, before founding Clarafold. The company's name is withheld; figures come from the platform's own analytics, and claims that could not be verified are left out.
- hashtags ranked by popularity
- 7
- months of hashtag data (Jun–Sep 2022)
- 4
- countries mapped per hashtag
- 7–9
- positioning rewrite for first-time visitors
- 1
01 · Client
Web3 metaverse platform
Web3 metaverse platform whose products include a no-code, drag-and-drop world builder. Name withheld.
The challenge
First-time visitors met abstract language about 'the metaverse' and 'next generation technology' and would have had to search for what it meant. The brand had a concrete, easy-to-try product but led with its vision.
02 · System
What existed before.
- Bio and banner written for insiders
- Hashtags chosen by habit, not data
- No written plan for how the community would grow or who would lead it
03 · Intervention
What was built and run.
Audited the profile as a first-time visitor
Flagged jargon and distracting emoji, and proposed leading with the simplest product, 'No-code metaverse builder' or 'Drag and drop metaverse builder', with a link to try it.
Picked hashtags with data
Ranked #NFT (83%), #crypto (80%), #Solana (73.1%), #SOL (73%), #metaverse (70.9%), #Web3 (66.1%) and #VirtualReality (64.4%) by popularity, with related tags, spelling variants and the country split for each. The result became the September 2022 hashtag plan.
Wrote the community's foundations
A community foundation document (purpose, mission, target member, the first 500–1,000 members, daily, monthly and yearly rituals, monetisation) and an Inner Circle programme to identify, approach and keep the members who drive conversation.
Reported monthly
A Twitter report comparing April–June with July–September 2022, with the top tweets by engagement each month.
04 · Outcome
What changed.
A clearer front door (positioning rewritten from vision to use case), a data-backed hashtag plan for September 2022, and a written foundation for the community and its inner circle.
Growth figures from the period exist only as analytics screenshots, so they aren't quoted here until they've been transcribed and checked.
05 · Lessons
What we would tell you.
- Lead with the use case, not the category. A vision statement is not a reason to click; 'build a metaverse without code' is. It's the same discipline behind answer-first copy.
- Even hashtags deserve research. Popularity, phrasing and geography differ by tag.
- Communities are carried by a few. Find the inner circle early and design for them.
Put It To Work