8 Web3 Marketing Leaders Share Their Top Growth Strategies for 2025

2025 is shaping up to be a massive year for crypto. With the new U.S. administration pushing for more favorable regulations, the industry is set for explosive growth. This regulatory shift could open doors to mass adoption, paving the way for innovation and expansion like never before.

At the same time, Web3 marketing is evolving. Over half of the experts we spoke to emphasized the importance of storytelling and brand positioning, while others focused on data-driven strategies, community-building, and AI-powered growth.

To help you navigate this rapidly changing landscape, we’ve gathered insights from 8 of the brightest minds in Web3 marketing. From Polygon, Decentraland, Quicknode, Bybit and more. These leaders share their thoughts on everything from video content and AI to community building and branding. Let’s dive into their wisdom and uncover what it takes to succeed in Web3 marketing in 2025.

Want to be featured in our next industry roundup? We’re always looking to highlight top Web3 marketing minds. Reach out and let’s chat.

Here’s what you need to know to stay ahead in 2025:

1. Why Chasing Crypto Narratives Can Hurt Your Web3 Brand

"As an industry, we’re compulsively online, and terminally on X specifically. The CT landscape is changing daily, and a new narrative takes the place by storm every week.

‍
As marketers, it’s easy to become preoccupied with the attention economy of CT and start chasing every new narrative. The result is message fatigue and a lack of substance that can alienate devs and users both. In my experience, contributing to the latest trend should first be grounded in having something of substance to say. Why are you writing thought leadership on AI if you don’t have any AI projects building on your chain? Why is your DePIN project shitposting about memecoins? Know the narratives, know where you can add value, and move fast.

Staying relevant is about having a core substance to your brand, not chasing every shiny new thing."

2. Web3 Marketing: Why Providing Real Value Beats Hype

"Web3 is an adolescent industry filled with memes and sh * t posting. This can make growth marketing especially challenging. Your company is competing for space on the CT timeline against the latest KOL memecoin campaign. Fighting for the mindshare of your customers can seem like a daunting task, but it doesn’t have to be.
When everyone else zigs, zag.

‍
Let’s state the obvious. Everyone on CT wants a good laugh, and everyone wants to get rich quick. However, if your company wants to be taken seriously, you can’t afford to compete in those arenas.
The arena you can compete in? Education. Now before you stop reading, no one said you have to be a boring social studies teacher. You can make sharing insights fun, and you don’t need to be a founder. Share something you recently learned, talk about a problem you’re seeing in your industry, start discussions around recent trends. The memes may get more likes, but adding value is without question, the most profitable way to grow your business online."

3. Human-Centric Web3 Marketing: Why People Matter More Than Protocols

‍“If there’s one piece of advice I’d give for Web3 marketing in 2025, it’s this: stop leading with the tech and start leading with the people. It sounds obvious, but so many projects get lost in explaining the blockchain or the protocol when the audience just wants to know—how does this solve a problem for me? The tech should support the story, not be the story.

For Decentraland, our most successful campaigns weren’t about decentralization or blockchain. They were about making new friends online, finding spaces where people feel like they belong, and showing how virtual worlds can spark real connections. That’s what resonates. People aren’t joining because of the technology—they’re joining because of the experiences it creates.

When you speak the same language as your audience and focus on what matters to them, that’s when things really click. Web3 is full of incredible technology, but if you can’t translate that into something meaningful for people, you’re going to miss the mark.”

4. Community-Driven Growth: Why Web3 Projects Need Their Users to Build With Them

"In Web3, your community isn’t just an audience—it’s your co-builder and the foundation of everything. Your community is your strongest advocate, your best distribution network, and often, your harshest critic.
Success in this space requires more than just engagement—it demands a willingness to reinvent and adapt. Web3 moves at lightning speed, and the only way to stay ahead is by evolving alongside your community. The best marketing isn’t about constantly pushing a message but about delivering a clear, consistent, and transparent message that aligns with real product progress.

‍
Let your community play an active role as builders, creators, ambassadors, decision-makers, and node operators. By building with your community—not just for them—you’re laying the groundwork for something real and sustainable."

5. Web3 Storytelling: Why Your Brand’s Narrative is Its Strongest Asset

"Marketing has always been about storytelling. Even 400 years ago, a simple farmer selling grapes at the market had to craft a story—where they were grown, why they were sweeter, what made them special—to stand out from the farmer next to him. The same applies to Web2, where a brand’s story is its identity, the core reason customers choose one product over another.

‍
Web3 is no different—but at the same time, it’s a world of difference. Unlike traditional markets, Web3 is still evolving, open-ended, and full of possibilities. This unfinished nature creates a playground for creativity, allowing brands to define narratives in entirely new ways. In a space where trust, community, and transparency matter more than ever, storytelling is the glue that holds everything together.

‍
Marketing has always been holistic, not just in Web3. Whether in traditional commerce, Web2, or Web3, success comes from a combination of community management, ads, thought leadership, PPC, SEO, PR, conferences, and more. But at the foundation of it all is the story you tell. It’s what draws people in, keeps them engaged, and makes your brand memorable. Those who master storytelling aren’t just selling a product; they’re building movements, shaping perceptions, and leading the industry forward.

Invest in your story, and how you tell it. Think about what makes you special—but remember, everyone thinks they are special. Focus on what will truly resonate with others, making them connect with your story instead of someone else’s. And then, apply it across your entire marketing arsenal."

6. AI-Powered Web3 Marketing: How Hyper-Personalization Is Changing the Game

"I am seeing a lot of waves when it comes to marketing in Web3. In 2025, I expect a lot of product launches but with moderation when it comes to marketing spendings, pushing the most out of every buck spent. Many companies I’ve spoken to are planning token launches and I believe the KOL narrative will still stand, despite it being so infamous.

I also believe marketing will become more performance-focused and marketers growth-driven. I also expect us to see hyper-personalized campaigns with the help of AI & Web3. AI will supercharge smart contracts, content creation, and user engagement and I think we’ll see AI-powered chatbots, NFT-based dynamic ads, and predictive consumer insights to improve targeting and personalization, which might also lead to power and brand growth for community-centric companies.

Secondly, I believe in a split between marketers moving forward and a shift from 'we should all make a syndicate,' to who is the best, who can do the most, every man for himself. This is my most unpopular opinion right now but I strongly believe in it based on what I’ve seen happen online or IRL in the last few months. I hope I will not be right and marketers will push the pedal of creating more opportunities of learning from each other, which hopefully will open the flood of new talent in the space."

7. Crypto Marketing in 2025: Why Fundamentals Matter More Than Ever

"Narratives, memes, and social buzz are a misguided golden goose in crypto. The real trick is talking about incredibly technical products and trying to get adoption from developers, protocols, and businesses.
With the number of use cases and actual products growing (though still not enough), marketers must implement 'old school' product marketing for both the B2C and B2B segments. This means considering SEO (genAI first SEO), user journeys, email capture, and user acquisition. Too much crypto marketing is focused on tokens and not enough on the actual products.

The days of 'join the revolution' CTAs are over. Marketers need to understand what makes their solution better than the others in the category and find non-point program-type marketing activities to capture their target audiences.

So, as much as the 'degen' part of crypto marketing is enticing, without proper user growth-based marketing—memes and narratives will leave marketers walking aimlessly with no real destination in sight. Focus on your product and don't get lost in the noise."

8. Long-Term Growth in Web3: Why Sustainable Strategies Beat Short-Term Hype

"Most Web3 and AI projects fail for the same reason: They chase hype instead of building something real. They think a pump equals success, but here's the truth—hype fades, execution lasts. The best brands in the world? They play the long game. They don't just build products; they build movements.
Look at Liquid Death—they sell water, but they wrap it in a brand so strong that people buy it just to be part of the movement. The Cult. Web3 needs to do the same. If your project's story can't be told in a way that makes people feel something, you're forgettable. AI has it easy—"Make things faster, smarter, cheaper." Web3? It's still struggling to explain itself. That's your biggest challenge: translate tech into human problems and solutions.

Attention is a currency. If you're not making people stop, feel, and think, you don't exist. The algorithm doesn't care how innovative your tech is. It cares if people engage. If your brand doesn't have a voice, a stance, a reason to be noticed—you're invisible.

Think like a media company, not just a tech company. The best brands don't just sell—they own the conversation. GoPro sells cameras, but their real product? Content. Nike sells shoes, but their real business? Inspiration. If you're not creating content that educates, entertains, or inspires, you're playing a losing game.

‍
And don't waste time chasing ads—partnerships will take you further. Web3 and AI are built on trust, and people trust people, not banners. Find credible voices, communities, and ecosystems that can amplify your brand. This is the ethos of the space. Your distribution strategy should be scalable and repeatable, not dependent on lucky virality.

At the end of the day, the projects that win are the ones that are undeniable. Not because they had the loudest launch, but because they solved real problems, told better stories, captured attention, and built a community that actually cared. Everything else? Noise."

Conclusion:

The insights shared by these 8 Web3 marketing leaders paint a clear picture of what it takes to succeed in 2025. From focusing on storytelling and community-building to leveraging AI and avoiding the noise of fleeting trends, the key is to stay authentic, strategic, and adaptable.

As Web3 continues to evolve, the brands that thrive will be those that prioritize trust, value, and meaningful connections with their audiences. By taking these lessons to heart, you’ll be well-equipped to navigate the challenges and opportunities of the future.

What’s your biggest takeaway from these strategies? Share your thoughts, we’d love to hear how you’re preparing for 2025!

Want to be featured in our next industry roundup? We’re always looking to highlight top Web3 marketing minds. Drop us a message on X or on Linkedin and let’s chat!