2025 is poised to be a pivotal year for Web3. With increasing regulatory clarity, advancing technologies, and rising global adoption, the projects that are thriving are those that move beyond hype. Instead, they focus on data-driven strategies, authentic storytelling, and genuine community engagement.
To stay ahead, we’ve gathered insights from 8 of the top marketing experts in Web3, representing companies like Polygon, Decentraland, QuickNode, Bybit, and more. Their strategies share a common theme: stop chasing trends, and start building lasting value.
Here’s a breakdown of their top priorities to drive sustainable growth in 2025—and why you should follow suit:
Stop Chasing Every Crypto Trend
The crypto space is fast-moving. One week it’s AI, the next it’s DePIN, and then it’s the latest memecoin. While the allure to jump on every trending topic is strong, savvy brands understand that constantly chasing trends erodes clarity.
“The Crypto Twitter timeline shifts daily,” says one marketing leader. “If you keep altering your messaging to follow the latest wave, you lose the essence of your brand.” The best Web3 projects know their core mission. They engage in relevant conversations but do so in a way that adds true value. Before you hop on the next viral thread, ask yourself: “Does this align with our mission?” and “Are we providing real insights or just adding to the noise?”
Long-term growth comes from staying true to your narrative and building it from within, not by following fleeting trends.
Value Over Hype: Win with Education
The Web3 space is overflowing with memes, KOL threads, and constant noise. How can you stand out? By educating. While meme-based campaigns may create short-term buzz, educational content builds trust that lasts. Your audience seeks to understand—not just make purchases. Start by sharing:
- What you’re learning
- The challenges you’re solving
- Insights from your team
Educational threads, blog posts, podcasts, and AMAs don’t just inform—they position you as an authority. In 2025, the most successful projects will be those that are the most knowledgeable.
Lead With People, Not Technology
It’s easy to get caught up in the technical aspects. But users don’t care about TPS, zero-knowledge proofs, or governance models (at least not initially). What they care about is how your project improves their lives. Decentraland excelled by focusing on this approach. Their most successful campaigns didn’t focus on decentralization—they focused on community, creativity, and connections. Ask yourself:
- What experience are we creating?
- What real-world problem are we solving?
Technology is the “how,” but people invest in the “why.” Make sure your marketing highlights this.
Let Your Community Build With You
In Web3, your community isn’t just your audience—it’s the driving force. The best projects actively involve their users in the creation process. They don’t just promote top-down—they build from the ground up through:
- Meme competitions
- Governance proposals
- Open feedback loops
- Community-generated content
Communities that feel ownership remain loyal. Those that don’t eventually leave. As a marketer, your role is to turn observers into active participants.
Storytelling: Your Most Underrated Growth Tool
Every great Web3 project begins with a compelling story. Your technology may be groundbreaking, but without an engaging narrative, no one will care. Great stories answer key questions:
- Why does this matter?
- Why should anyone join?
- What’s the broader mission?
And what’s the key to effective storytelling? Consistency. Your narrative should be reflected across your website, social channels, investor presentations, and even customer support. Think beyond the product. Think about creating a movement. The projects that stick in people’s minds are the ones that make them feel part of something larger than themselves.
Use AI to Personalize Everything
AI is revolutionizing Web3 marketing, and 2025 will see it become even more integral. From hyper-targeted campaigns to AI-generated content and predictive analytics, personalization is becoming the standard. Imagine delivering custom ad experiences based on on-chain behavior—wallets that just minted an NFT get one ad, while DeFi whales get another.
Expect tools like:
- Dynamic NFT-based ads
- AI-driven community management
- Predictive user journey mapping
It’s no longer about reaching everyone. It’s about reaching the right person with the right message at the perfect time—automatically.
Back to Basics: Master Product Marketing
The meme era has had its moment. As Web3 matures, it’s time to return to the fundamentals of product marketing, which means:
- Clear user journeys
- SEO-focused content strategies
- High-converting landing pages
- Lead capture funnels
- Lifecycle email marketing
It’s time to go beyond slogans and build sustainable user acquisition systems that turn curiosity into conversion and casual users into lifelong supporters.
Build for Longevity, Not Just Virality
Short-term spikes are fun, but lasting success is better. The projects dominating Web3 in 2025 are not just creating products—they’re building movements. They’re thinking like media brands—creating educational, engaging, and inspiring content that drives the conversation.
These projects are partnering with communities, creators, and platforms that align with their vision. They’re designing distribution strategies that scale and don’t depend on viral success. And most importantly, they’re solving real-world problems. Because in Web3, hype fades, but true value endures.