Christina Beltramini I Growing Web3 Social Apps | Pragma Lisbon 2023

Mon, Oct 2, 2023, 12:00 AM

Join Christina Beltramini of Lens Protocol at Pragma Lisbon 2023 for an in-depth conversation on how to successfully grow consumer-friendly web3 social applications. Drawing on her unique background in the music industry, her work at TikTok during its explosive growth phase, and her early involvement in NFTs, Christina explains what makes web3 social fundamentally different from web2 and how builders can take advantage of decentralized social layers. She discusses the challenges of onboarding users without a frontend, the importance of community in building sticky, sustainable products, and how Lens has activated creators—especially musicians—by offering new monetization and engagement tools. Christina also shares lessons from failed experiments, how Lens approaches ecosystem expansion, and why building in public with psychological ownership leads to long-term success. Whether you’re building the next web3-native social platform, designing creator tools, or rethinking community architecture, this talk offers a clear look at what’s working, what’s not, and where web3 social is headed. 00:00 Opening and intro to Christina Beltramini 01:13 Christina’s background in music and TikTok 02:53 What defines a web3 social app 04:29 Why full decentralization matters 05:38 Pitfalls for web2 founders entering web3 06:41 Why community-first strategy is essential 07:52 Building Lens without a frontend 08:59 The musician onboarding playbook 10:33 Failed experiments and early lessons 11:41 Building ecosystems for specific communities 12:43 Key differentiators of web3 social 14:25 Utility and cross-platform engagement 15:01 Monetization, remixing, and provenance 16:35 Open data structures and deeper engagement 18:47 Challenges for onboarding non-crypto users 19:23 Advice on growth and early user traction 20:59 Psychological ownership and community funding 21:35 The power of community over product 22:06 Final thoughts and wrap-up _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 🇵🇹 *Pragma Lisbon* Pragma Lisbon 2023 took place at Casa do Alentejo on May 11, 2023, and was an in-person summit for builders and leaders in the web3 ecosystem. Pragma is a one-stage conference with founders-only on stage, bringing together a small group of curated attendees and speakers to discuss the future of web3 and reflect on the past. Watch the full Pragma Lisbon 2023 playlist here: https://youtube.com/playlist?list=PLXzKMXK2aHh7nuyBq4GojkgAhqoRtsi9K&si=pYS-TR5BOQSZ3YGi ETHGlobal's Pragma series takes place in cities around the world, and is designed to be a different kind of event. Ever since we first introduced our new event series, Pragma, in Tokyo in the spring of 2023, we have been fostering a curated, global community of individuals who deeply care about web3. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ✅ *Follow ETHGlobal* X: https://x.com/ETHGlobal​ Warpcast: https://warpcast.com/ethglobal Website: https://ethglobal.com YouTube: https://www.youtube.com/c/ETHGlobal _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _Are you interested in Ethereum development and entrepreneurship?_ 👉 Sign up for the next ETHGlobal event: https://ethglobal.com/events 🎁 Get exclusive access and perks with ETHGlobal Plus! https://ethglobal.com/plus 📣 Want us to throw an event in your city? Tell us where! https://ethglobal.com/city _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _