Why Web3 Growth Depends on Local Language Content

Web3 may be a global phenomenon, but relying solely on English marketing is a major misstep for expanding into non-English regions. Many Western teams assume English “covers everyone” in global growth campaigns. In reality, large user bases in markets like Southeast Asia prefer native-language content (Explore Southeast Asia’s Web3 market traits and trends). For example, as of 2023, Vietnam had over 20.9 million crypto users (21% of its population), and Indonesia had 12.2 million (4.4%). In fact, Indonesia ranked third globally in crypto adoption in 2024, with an estimated over 21 million users. These numbers are staggering—yet English-only campaigns often fail to truly reach these communities.

Why? Language and culture are deeply tied to trust and engagement. Studies show 60% of consumers rarely or never buy from English-only websites, and 73% prefer purchasing from sites offering native-language information. In Web3, where concepts are complex and trust is paramount, users gravitate toward information in languages they fully understand. Southeast Asia exemplifies this: Vietnam consistently ranks in the top five globally for crypto adoption, and Indonesia’s crypto trading and user base have surged (2024 trading volume hit 650 trillion IDR, with over 20 million exchange users, surpassing stock market investors). Yet, Western projects using English in these markets often see lackluster results.

This article explores why native-language content is key to winning Web3 growth campaigns in non-English regions. We focus on Vietnam and Indonesia—two crypto hotspots—demonstrating how native-language content, local Key Opinion Leaders (KOLs), and culturally tailored strategies vastly outperform generic English marketing. Backed by data, case studies, and practical insights, we’ll show you how to succeed.

Why Native-Language Content Drives Retention

Consumers trust native-language content—it’s that simple. In Web3, where trust and community are critical, this preference is decisive. Surveys reveal 90% of internet users choose websites in their native language, and 73% prefer reading product reviews in their language. People feel more comfortable with native-language information—not just for comprehension but for emotional connection and community belonging. Users are more likely to trust a DeFi tutorial video in Indonesian or a meme in Vietnamese because it feels like advice from “one of their own” rather than an outsider. This trust translates to higher conversion and retention rates. In fact, localized customer support and content build stronger user relationships—75% of consumers are more likely to repurchase if after-sales support is in their language.

Another reason native content excels is visibility. Search engines and social media trends favor localized content. In Indonesia, Google or YouTube users often search crypto topics in Indonesian. A Web3 company proved this: optimizing blogs and SEO for common Indonesian queries (e.g., “Is crypto legal in Indonesia?”) led to a significant organic traffic surge. By addressing local questions in the local language, they reached audiences English content couldn’t. 

 

This highlights a broader truth: localized content aligned with local search behavior and trending topics outperforms translated or generic materials in reach. Translated articles may be linguistically correct but lack local slang or hot topics; fully localized content incorporates country-specific examples, popular messaging apps, local payment methods, or even memes only locals understand.

Crucially, native-language content is more shareable within communities, creating a viral effect English content rarely achieves. Memes or explainer posts in Vietnamese or Indonesian spread across local Facebook groups, Telegram chats, or TikTok, attracting thousands of new users. People share content that resonates—language is a key part of that resonance. Thus, localized campaigns typically see higher engagement metrics: more shares, comments, and time spent on pages. Even with direct translations, content crafted in the native language feels more relevant and shareable. In short, localization makes marketing not only more credible but also more viral.

The Power of Local KOLs and Community-Driven Content

In Web3 marketing, Key Opinion Leaders (KOLs)—influential community figures—are pivotal. But the key is: KOL effectiveness is tied to language and cultural relevance. An English-speaking crypto YouTuber from New York may have global reach, but in Vietnam or Indonesia, a smaller-scale local KOL often has greater pull. In Indonesia, crypto communities are built on trust and relationships. People are more likely to engage if a project is recommended or explained by a KOL who speaks their dialect and understands local nuances.

Local KOLs offer several advantages over generic content or foreign influencers:

• Cultural Context: They present your project in terms relevant to locals, using analogies, referencing popular trends, or cracking jokes only locals get—making content more engaging.

• Language Mastery: Beyond speaking the language, they use the right slang and tone. Vietnamese KOLs on YouTube or X switch between formal and youth slang as needed, making messages feel authentic. This authenticity is marketing gold—it drives higher trust and click-through rates. (A study notes non-celebrity “micro KOLs” (10,000–50,000 followers) often achieve higher engagement than mega-influencers due to sincere, relatable communication.)

• Community Trust: Local KOLs have built credibility with their audiences over years. Their followers aren’t just viewers but active community members who discuss and share content. A local KOL’s native-language endorsement feels like word-of-mouth within the community. This trust translates to action—whether users register for wallets, join Telegram groups, or invest in tokens.

Localized content outperforms generic translations in practice. Rather than a Western team posting an English whitepaper summary and translating it, having a trusted local community member create an “explainer post” or YouTube livestream in the native language almost always yields better engagement. For example, in Indonesia, crypto projects partnering with local KOLs for AMAs in Indonesian typically attract thousands of live viewers and questions, far surpassing English AMAs in the same region. Audiences feel comfortable engaging, and seeing peers participate creates social proof. Similarly, in Vietnam, meme pages and Facebook groups run by local crypto enthusiasts generate massive attention—a Vietnamese meme about a new NFT collection can go viral within hours.

Local-language KOL content is also more durable and accessible. A Thai tutorial video or Indonesian X post continues attracting users because similar content in that language is scarce, while English content is oversaturated. English tutorials face heavy competition, but Vietnamese ones stand out, driving sustained traffic via searches and shares.

Data underscores the KOL effect. In Indonesia, marketing experts note collaborating with multiple micro KOLs (10,000–50,000 followers) targeting niche audiences yields far higher ROI than one or two big-name “crypto celebrities”. These micro KOLs have loyal followers and higher post engagement. Their recommendations feel like friends’ advice, not ads, delivering conversions mega-influencers can’t match. In short, local-language KOLs + localized content = a winning formula for community growth and user acquisition.

Case Study: Vietnam

Vietnam, one of the top global crypto adoption countries, had over 20 million crypto users (21% of its population) by 2023. Strong local communities and native-language content are key to this growth.

Vietnam’s Web3 ecosystem is a textbook case for why localization matters. Its crypto adoption is almost entirely driven by retail users and grassroots communities, not institutional players. As a recent market report stated, “Vietnam’s crypto community isn’t just a support base—it is the market.” Success in Vietnam hinges on community trust, localization, and sustained engagement, not flashy ads or one-off campaigns. Western projects that recognize this thrive; those that don’t struggle to gain traction.

A defining trait is how global crypto platforms win Vietnamese users through localization. Exchanges like Binance and Bybit didn’t just offer standard products—they translated interfaces into Vietnamese, introduced VND trading pairs and P2P markets, hired Vietnamese customer support, sponsored local events, and tailored marketing to Vietnamese culture. This multi-faceted localization paid off: these exchanges dominate Vietnam’s market. Had they stuck to English interfaces and global campaigns, they’d likely remain niche players. Vietnamese users flocked to platforms that spoke their language (literally) and showed commitment to local communities.

Community engagement in Vietnam thrives on Vietnamese-language channels. Facebook groups are especially influential—Vietnam has large, active crypto communities discussing, sharing news, and posting memes in Vietnamese. Projects entering Vietnam quickly learn they need Vietnamese Telegram groups, X posts, and local community managers. Some DeFi projects set the standard: they partnered with local enthusiasts for Vietnamese AMAs, produced YouTube explainer videos with Vietnamese hosts, and translated key documents while adapting to local context. Vietnamese crypto users crave information but can spot inauthenticity fast. Google-translated announcements won’t earn respect. However, projects consistently showing up in Vietnamese forums, attending local meetups, and offering Vietnamese support get noticed. Projects investing in educating users in Vietnamese—through seminars, X posts, or blockchain group partnerships—build lasting communities here.

A frequently cited case is how Sky Mavis (Axie Infinity’s team) leveraged Vietnam’s local strengths. While Axie’s play-to-earn craze exploded in the Philippines, the project, with Vietnamese founders, gained early support from Vietnam’s developer and gamer communities. They didn’t rely on English PR to reach locals; instead, Vietnamese media and community leaders spread the word. Axie’s success showed Vietnamese developers and users that local projects could go global, but communication with local communities remained in Vietnamese. Another example: when Ethereum co-founder Vitalik Buterin visited Vietnam, events and forums offered simultaneous interpretation, sparking lively Vietnamese online discussions. The excitement wasn’t just about celebrity status—local crypto fans could engage in their language (asking questions in Vietnamese, reading Vietnamese coverage).

Finally, consider community sentiment: Vietnam’s crypto community values long-term commitment and transparency. A project that localizes its whitepaper or has its CEO join a Vietnamese-subtitled AMA is seen as genuinely invested, not just chasing short-term investor growth. As a Tiger Research report noted, global projects entering Vietnam must recognize the community isn’t just a “marketing channel”—it is the market and deserves local respect. Winning Vietnam’s enthusiastic Web3 crowd boils down to a simple principle: communicate in their language, earn their trust.

Case Study: Indonesia

Indonesia, with over 270 million people, offers a massive potential user base, and its crypto community is growing rapidly. By 2024, Indonesia’s crypto exchange users exceeded 20 million, surpassing stock market investors, signaling crypto’s mainstream status. But Western projects can’t expect an English tweet or Medium post to penetrate this market. Indonesian (Bahasa Indonesia) dominates crypto discussions and media. Simply put, without Indonesian content, you’re virtually invisible in Indonesia’s Web3 scene.

A key insight is the importance of trust and community endorsement. Indonesian culture heavily values recommendations—people rely on community leaders, friends, and local experts when trying new things. This translates directly to crypto: “People are more likely to engage with brands recommended by trusted figures,” making KOL marketing far more powerful than direct ads in Indonesia. This explains the thriving Indonesian crypto influencers on YouTube, Instagram, and X, each targeting niches (trading, DeFi, play-to-earn games) in Indonesian. A Western project partnering with a few well-chosen Indonesian KOLs—like a YouTuber explaining crypto in Indonesian—can achieve better user acquisition than large-scale English ad campaigns. These KOLs don’t just post sponsored content; they host giveaways, moderate Telegram communities, or create educational posts about the project, all in the local language, addressing local concerns (e.g., “Is this protocol compliant with Indonesian regulations?”).

Local content clearly outperforms generic content. Many projects learn this the hard way. Translating an English whitepaper into Indonesian with overly formal or technical phrasing falls flat. Successful teams rewrite content with local copywriters to ensure natural Indonesian. They craft memes with Indonesian proverbs or slang, addressing religious or cultural considerations (with Indonesia’s large Muslim population, projects may emphasize compliance with Islamic finance principles in Indonesian). This understanding builds credibility.

Community platforms are vital in Indonesia. Telegram and WhatsApp groups are highly influential—often in Indonesian with thousands of members sharing coin tips and airdrop opportunities daily. Projects with active Indonesian Telegram channels and local admins tap into this energy. Without them, you rely on others translating or sharing your message (which may never happen). Online and offline meetups are also key: events like Coinfest Asia and local blockchain gatherings matter. Western teams attending and speaking some Indonesian or providing Indonesian materials leave a strong positive impression, signaling “we’re invested in you.” Teams arriving with English-only slides often get polite applause but limited community growth.

The impact of local language on trust is measurable. ChainPeak observed companies with localized content and communities achieve engagement metrics often double or more those of English campaigns. Even on social media, Indonesian tweets from official project accounts get more local retweets and replies than English ones for the same news. Many Western projects create dedicated Indonesian X accounts or Discord servers because the response gap is stark. This aligns with global data: people respond better to native-language communication.

In summary, Indonesia’s Web3 growth is driven by local voices and language. To capitalize, projects must go beyond translation—localizing the entire strategy. This means Indonesian content, local KOL partnerships, active community channels, and sensitivity to cultural values. Done right, Indonesian users become passionate, loyal advocates. Ignore this, and you’re speaking to an empty room while local competitors or savvier projects win community attention.

Strategic Takeaways for Multilingual Web3 Campaigns

For Western Web3 brands considering multilingual campaigns, here are key strategies and takeaways distilled from the insights above:

• Leverage Local KOLs and Micro-Influencers: Instead of spending your budget on a global crypto influencer tweeting in English, allocate resources to local KOLs already influential in target communities. A few trusted micro KOLs in Vietnam or Indonesia can spark authentic buzz, discussing your project in the native language. These voices can host AMAs, create explainer videos, share memes, or answer community questions live—building trust outsiders can’t match. Their followers see them as peers, making recommendations weightier.

• Build Native-Language Communities: Don’t expect users to come to you—go where they are. Create official channels (Telegram groups, Discord servers, X accounts) for key languages with local admins or community managers.

• Tailor Platform Strategies by Region: Regions favor different platforms. Do your homework. In Vietnam, Facebook and local forums may drive discussions; in Indonesia, X and Instagram host large crypto communities. For Vietnam, partner with popular crypto Facebook pages for campaigns; for Indonesia, focus on TikTok or YouTube, where local crypto creators thrive. Adjust not just the message but the medium to fit each market.

• Measure and Iterate: Treat each region as a distinct campaign, tracking engagement, conversions, and retention for localized content separately. Use unique referral links or promo codes per language market to measure impact (e.g., Vietnamese X posts vs. English announcements for registrations). This data highlights top-performing local strategies. You might find Spanish communities retain well after webinars, while Indonesian ones respond strongly to meme contests. Optimize accordingly—and share successful strategies across regions when appropriate.

By embracing these strategies, Web3 teams can vastly expand global reach. Executed well, they yield higher engagement, stronger community ties, and credible brand presence in markets competitors may overlook. In Web3, where community is king, winning hearts in multiple languages is key to winning the world.

Conclusion

In non-English markets, native-language KOLs, memes, explainer posts, and videos outperform generic global content by directly addressing user values and needs. Campaigns in Indonesian, Vietnamese, Thai, or other local languages consistently achieve more clicks, shares, and registrations than English-only efforts. Vietnam’s case underscores that “community is the market,” requiring localization and trust to succeed. In Indonesia, projects tailoring content in Indonesian and leveraging local influencers turn skeptics into believers.

For Western Web3 teams, the conclusion is clear: “localized marketing” is no longer optional—it’s a necessity for global growth. Localized content and campaigns not only improve comprehension but show respect and commitment to new user bases. This effort yields passionate communities that feel part of the project’s journey. In essence, communicating in people’s native language is speaking to their hearts. In the Web3 world, where community and belief drive success, winning hearts in local markets is key to sustainable global expansion.

👉Explore More Topics

Where to Find Quality KOLs in Vietnam | 2025 Web3 Global Growth Strategy Guide | What Are the Five Core Strategies for Southeast Asian Projects to Grow? | How to Choose Asian Media for Project Promotion | How to Master KOL Traffic Strategies

Frequently Asked Questions

Q: Isn’t English the “universal” language of tech? Do we really need separate local campaigns?

A: While English is common in tech, data shows most users prefer native-language content. Especially in crypto, new users often come from non-English backgrounds. Relying solely on English means missing 70–80% of potential market preferences.

Q: Isn’t translating our website or whitepaper enough?

A: Translation helps, but literal translations often fall flat. They can feel stiff or miss the right tone. Localization goes beyond translation—it means tailoring examples, using local idioms, and addressing local concerns. For example, translating “DYOR and avoid rug pulls” directly may confuse Indonesian newcomers, while a localized version explains these concepts in local context.

Q: Our team doesn’t speak these local languages—how do we create quality content?

A: You don’t need to do it yourself. Hire crypto-savvy community managers or translators, or partner with agencies specializing in regions like Southeast Asia. Many projects start with enthusiastic community members already translating or explaining the project, then formally empower them (as ambassadors, admins, or content creators).

Q: Will running multiple localized campaigns dilute our brand or complicate messaging?

A: If coordinated well, multilingual campaigns strengthen, not dilute, your brand. Your core message and values remain consistent, just expressed in different languages and cultural frameworks.

Q: Is investing in native-language content worth it for small projects?

A: Absolutely—localized content is a high-ROI growth lever for small or emerging projects. While bigger competitors pour budgets into broad English campaigns (which plateau in non-English markets), you can gain grassroots adoption by authentically engaging local communities.

Q: Our project is DeFi (or NFT, etc.)—is localization still important? Don’t early adopters typically speak English?

A: While many early crypto adopters use English, today’s Web3 user base is more global and diverse. In GameFi and NFTs, Southeast Asia and Latin America drive surges. Vietnam’s Axie Infinity phenomenon and play-to-earn rise show new user groups enter via localized community channels. Localization isn’t optional by sector; it’s essential for any Web3 project seeking global impact and lasting success.

Q: What are the advantages of partnering with ChainPeak?

A: As an agency, we offer bulk negotiation power, securing prices far below direct outreach. Long-term partnerships enjoy customized packages and annual discounts, saving over 30% in costs.

Additional Resources You May Need:

Website: https://chainpeak.pro/

Official Twitter: https://twitter.com/chainpeak

Global KOL Resource Group: https://t.me/globalcryptokol

Global Moderator Resource Group: https://t.me/web3modglobal

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