What’s the best way to market your blockchain project? Is marketing in web3 any different to marketing products in web2? This guide covers the top web3 marketing strategies to know in 2025 alongside examples and tips from our expert marketing team. Here’s what to know.
Get help with your web3 marketing strategy from our experts. Contact us here.
Top 6 web3 marketing strategies in 2025
The web3 marketing strategies identified in this guide include:
• Community building
• Content marketing
• Email marketing)
• Video marketing
• Airdrop campaigns and token inventives
• Gamification.
Here’s some tips for implementing each element.
1. Build a community
Community is key to web3 marketing. Crypto projects rely on active participation, trust, and collaboration.
To drive adoption, your product or service needs to work well. But you also need to build genuine relationships, a trusted brand, and cultivate loyalty. The trick is to turn customers into loyal brand advocates.
Example: Bored Ape Yacht Club (BAYC), while less prevalent in 2025, is a core example of how an authentically built community can generate sales.
The NFT project built a strong community with a combination of exclusivity, social engagement, IRL events, and partnerships, driving over $1 billion in NFT sales. The BAYC community was (and to an extent still is) highly active, and bought-in. The PFPs (profile pics of apes) became a status symbol. Thus, the project didn’t have to hype itself; the community did it for them. This organic authenticity was key to the project’s success.
Top tips for community building in web3
So, you’re not BAYC. Don’t panic. We all start somewhere. Growing a community organically might take time, but consistency is key.
- Discord & X are your best bests: Engage regularly through updates, AMAs, and open discussions. Host events, contests, and collaborative decisions.
- Build partnerships: Collaborate with similar projects can help you tap into wider audiences.
- Highlight user stories: Showcase community members and their contributions.
- Listen and adapt: Gather feedback regularly and listen – adjust your strategy based on community input.
2. Content marketing
Content marketing doesn’t just cover one channel. It can take the form of a written blog or article, a newsletter, or even a Youtube channel. Your ultimate goal is conversion, user engagement, and product awareness. Therefore, the content must be relevant, up-to-date, and engaging. Prioritize quality over quantity.
Top tip: It’s important for both SEO and your brand’s authority to ensure that your content is regularly updated. It sounds obvious, but make sure those updates correspond to the release of new information! A company blog that has a recent date on it but still contains outdated content can be confusing for readers, and won’t impress Google, either.
Not to get too meta, but what you’re reading is essentially content marketing! Our B2B content (this article included) drives projects looking for help towards our marketing services. By offering valuable insights and then directing readers toward our offerings, for example with a CTA box just like below, we demonstrate authority and drive conversions.
Get help with your web3 marketing strategy from our experts. Contact us here.
Other examples of successful content marketing initiatives include Ledger’s educational initiative, Ledger Academy.
Julien Lucas, Head of Consumer Sales at Ledger, credits the Ledger Academy as one of the key drivers of the hardware wallet brand’s success. The detailed guides, tutorials, security-focused blog posts and videos strengthened trust in the brand’s hardware wallets, directly boosting product sales and adoption.
4. Email marketing
Email marketing can also be highly effective among web3 audiences. So, what makes a good email marketing campaign? How can you build a list, and then convince the recipients to actually open the email?
Anar Mensiitova, BeInCrypto’s email marketing manager, has these tips:
- Build your list via social media and catchy landing pages, creative pop ups on your websites most popular pages, and ensure you have a dedicated newsletter sign up page/sign up block.
- You can also cross promo via partner’s newsletters, incorporate a paid advert block in a partner’s newsletter/website, and even add signup step as a part of a quest, to get the results of a quiz/test.
- Provide free information via a webinar in return for a sign up, referrals, events, promos and offers for a sign up, referrals for a bonus/discount/promos, sending an invitation to an event via email by asking people to subscribe, quizzes with the answers sent by email.
- Feedback is key! Take with BeInCrypto’s newsletter output. We found that our readers want to get more information not just in a text format, but also as videos, engaging polls, quizzes, dashboards via survey. They also expressed wanting to get information as soon as possible. As a result, we’ve started launching the Breaking News newsletter which is automatically sent as soon as news is published on the website.
4. Video marketing
Video marketing offers an avenue whereby brands can speak directly to potential customers. How-to videos, testimonials, or educational (e.g., whiteboard) videos are all great ways to engage with potential users and customers, especially when difficult concepts need to be explained or demonstrated.
Marketing videos can be shared on social media, YouTube, and even as televised commercials. They also tend to rank higher in searches than written content.
Take MetaMask’s video output. The crypto wallet’s animated explainer series, “What is Web3?” has gained millions of views, is shared widely in Discords and onboarding kits for DAOs and NFT mints and has been key to the wallet brand reaching more than 30million users globally.
While big budget TV or OOH ads aren’t realistic for most, it’s interesting to note that crypto companies have had some success in this field. Coinbase’s “Less Talk, More Bitcoin” Super Bowl advertisement from 2022 used a minimalist aesthetic for maximum impact. The 60 second ad featured a bouncing QR code, without a voiceover or branding.
The clip fueled the curiosity of millions – Coinbase saw 20 million hits on its landing page in one minute, causing the app to crash, while the centralized exchange’s App Store rank jumped from #186 to number two overnight.
While some commentators have noted that the numbers in terms of value still don’t quite add up (with an estimated $12 million likely spent on the Superbowl ad) — Coinbase undoubtedly gained some invaluable brand awareness, reaching a wide audience while doing so.
5. Token incentives and airdrop campaigns
Everyone likes something for free. In web3, projects can use airdrops and incentive programs (learn-to-earn, stake-to-earn) to attract new users and reward loyalty. When executed properly, airdrops and token-related incentives can become super successful marketing vehicles.
Take Uniswap’s UNI airdrop, one of the first notable retroactive airdrops. In September 2020, every Ethereum address that had used Uniswap before Sept 1, 2020, received 400 UNI tokens, even wallets that had signed transactions but failed to swap qualified. The action cemented Uniswap’s reputation as a community-first protocol, with more than a quarter of a million wallets receiving UNI.
Other examples of successful token incentives are initiatives such as CoinMarketCap’s Learn and Earn, which brings in new users through incentivized education. otable campaigns include The Graph’s, which offered participants who successfully completed a quiz 10 GRT tokens (around $5), and a collaboration with The Sandbox, which saw participants earned 10 SAND tokens (about $10) and 50 Diamonds.
The incentive-based model educates users about new projects, leading to greater brand awareness and community growth.
6. Gamification
Gamification is a smart web3 marketing strategy that can help projects boost user retention, viral growth, and brand loyalty — all while increasing on-chain and social activity.
The first thing to note is that most people are much more likely to engage with a campaign when rewards and competition are involved. Contests can also help boost viral growth, with players sharing their achievements in designated communities as well as on socials.
Take BeInCryptos Birthday Quiz campaign for Bitget. By designing a dedicated page and quiz, hooked on the exchange’s birthday, we saw users (nearly 1000) engage for longer periods of time than average with the branded activities.
It’s yet another way to turn general users into bought-in ambassadors; those participating in a game or competition will promote projects naturally to climb leaderboards or earn exclusive rewards.
Meanwhile, the “Back to School” activation we worked on with OKX invited BeInCrypto’s Telegram trading community to attend five lessons — crypto maths, crypto philology, crypto biology, crypto geography, and cryptohistory. The participant who collected the most correct answers won 100 USDT; the campaign helped improve brand awareness, drive audience engagement & spotlight key OKX products, driving 5000+ page visits to OKX.
Marketing must be cohesive and well planned
Web3 marketing is about building trust, creating value, and showing up consistently across the right channels. Any of the above strategies should be part of a multi-channel approach. A clear brand message and long-term vision are crucial for success. What works for a rival company may not work for you. Ensure you don’t take a cookie-cutter approach and carefully consider your target audience.
The most effective blockchain marketing strategies in 2025 combine education, engagement, and incentives. Need help crafting a web3 marketing plan that works for you? Get in touch with our expert team here.
Frequently asked questions
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