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Why traditional marketers fail in Web3: Avoiding these failures

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“You can fork code, but you can’t fork a community.” I wish I had come up with this gem of a saying. I use it extensively. I also wish I knew who to credit it to. Heard it on a podcast several years back, and it hit me like a ton of bricks. 

2023 marks my 10th anniversary working in the blockchain industry — primarily in community and marketing. The number one lesson I have learned is how valuable communities are: how powerful they are, and how unique each one is. And, they’re the only reason your projects can become a success or failure. 

You can replicate marketing plans, you can fork Github repos and you can poach developers and other professionals from your competitors. However, if there is one thing you cannot do, it’s copying and pasting a community — no matter how hard you try.

The community is not your client base

Over the years I’ve witnessed the tragic demise of several accomplished and veteran traditional chief marketing officers. I’ve witnessed great projects slam into a go-to-market dead end. Projects treating the community as a nuisance they are forced to tolerate, simply copying what others are doing and forcing it to fit in tend to not do well. They pretend to care for the community publicly while ignoring their value internally. 

In Web2, you have customers and clients. You have sales targets and KPIs to meet. Your goal as a marketer is to convince people your product is better than the next. You know your client’s identity. You own their data. You grow your customer base through advertisement dollars. The communication is generally one-sided. You offload interactions onto Customer Service to deal with any complaints. 

How to market to a Web3 crowd

It really is quite simple. You’re not selling anything. You’re raising awareness, and letting people figure out why you matter all by themselves. Don’t even try to convince anyone about anything. Your only KPI is to keep people interested.

It’s all about the mindset, acknowledging the radically different ethos and user behaviour compared to Web2. Respect the original broad stroke principles of the anarchic-cypherpunk manifesto that permeates between the lines of Satoshi’s white paper. If you didn’t understand this previous sentence, that is your core issue. 

In Web3 you have users, not customers and clients. Together, they form a community. A community is like having a big family with new members every day. It is all about nurturing relationships with — for the most part — anonymous individuals on the internet. It’s about making friends with avatars who have a common interest. Treat everyone like they’re your best friend.

The code for many projects is open-source. Anyone can audit it. The community owns the project through token holding and governance. Your project’s wallets are auditable too. There is zero tolerance for foul play. The beauty lies in the eyes of blockchain explorers. Treat everyone with the same level of respect as you would the Internal Revenue Service. Radical transparency is key. “Don’t trust, verify.”

Understand you have subsets within your community with different interests, and become obsessively interested in each and every one of them. Treat every individual as a VIP, and cater to their individual needs.

“We’ll just throw money at the problem”

The last thing you do is spend from the prototypical marketing budget. It simply doesn’t work until you reach a critical mass of users when your community is thriving. Spend your energy fostering a welcoming and fun place for folks to congregate in. Invest in quality community managers rather than marketing leads. Word of mouth will vastly outperform any PPC or PR campaign.

User acquisition is easy. Retaining people is hard. Ask yourself, “What is it that makes people come back every day?”

This is your entire marketing strategy boiled down to one sentence. 

Your community is not a currency, it’s a store of value

In the ever-evolving landscape of Web3, true value isn’t just tokens or coins that change hands. It’s the collective heartbeat of a community, the shared passion and vision that drives projects forward. Traditional marketing metrics and strategies fall short in this realm, not because they’re inherently flawed, but because they were designed for a different era — a different mindset.

Web3 is more than just a technological evolution; it’s a cultural renaissance. It’s a space where centralized hierarchies are flattened, and every voice, no matter how soft, has the potential to echo with impact. In this brave new world, the community isn’t just an audience; they’re co-creators, stakeholders and always the lifeblood of a project. They don’t buy a product; they buy into a vision, a dream and a promise of a decentralized future.

As we journey deeper into the Web3 era, it becomes evident that while tokens may fluctuate in price, the true store of value is the trust, passion and commitment of a community. They don’t merely transact; they transform. They don’t just invest; they inspire.

In the world of Web3, where the tangible often blurs with the intangible, remember this: Your community’s value isn’t just in what they give, but in what they represent. Through bull markets and bear markets, cherish them, for they are the bedrock upon which lasting legacies are built.

Tiago Serôdio is an accomplished growth marketer and community professional who specializes in hyper-scaling projects.

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

Cryptocurrency

5 Rocket Boosters for Ripple (XRP) Prices in Q2

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The following five factors are more rocket fuel for prices to rally in XRP markets at the right time in 2025, even though the asset remains far from its early 2025 peak.

1. Bullish 15-Day Cup and Handle Pattern

XRP’s daily trading price continued in mid-April to trace a 90-day falling flag pattern visible at the 1Y view. Moreover, the indicator exhibits the classic declining trend in daily exchange volume. This pattern often signals an end to corrective bear markets and a reversion to the broader bullish trend.

Furthermore, at the 1M view, XRP’s price rounds out converging trend lines on the falling flag trace with a textbook bullish cup and handle pattern over 15 days from Apr. 2 to Apr. 17.

The cup formation spans 10 days from Apr. 2 to Apr. 12 and the slightly downward listing range channel forming the handle appeared from then until Apr. 17, according to data from CoinMarketCap.

Ripple token trading exhibited declining 24H trade volume from above $16 billion in the cup’s middle to below $3 billion during the handle portion of the chart technical indicator.

According to Investopedia, “The cup and handle is considered a bullish signal, with the right-hand side of the pattern typically experiencing lower trading volume.”

2. HNWI Manager: Institutions Quietly Stockpile XRP

There’s no doubt of institutional interest in XRP because of the spot ETF applications at the SEC and Ripple’s partnerships with big global financial clearinghouses.

But Cheyenne, Wyoming-based family office wealth director Jake Claver had a hot tip for altcoin investors on Apr. 10. He said in a note on X that, “Major institutions are stacking up #XRP behind the scenes while keeping the public in the dark.”

“The current price is merely a shadow of what’s coming,” Claver added. “In my opinion, nothing in crypto space offers this level of certainty and potential for massive returns.”

Some repliers challenged Claver to show any evidence of the provocative claim.

While part of the claim is that the major players are keeping such evidence scant, one bit of circumstantial evidence is the frequent sightings in 2024 and 2025 by blockchain explorers of tremendous whale-sized XRP transactions.

More direct evidence would be the public knowledge that banks like Santander, American Express, SBI Holdings, PNC, and Commonwealth Bank use XRP to make large international transfers.

That’s what XRP is built for.

3. XRP ETF Applications Top Ten at US SEC

Bitcoin’s price cranked up 166% within two quarters from $27,400 in Oct. 2023 to $73,000 in Mar. 2024. The rally revolved around the first Bitcoin ETF approvals by the SEC in Jan. 2024.

In mid-April, XRP had 10 spot ETF applications in the queue at the SEC, according to Paris, France-based blockchain research firm Kaiko. That highlights impending demand for Ripple tokens by institutional investors.

The second-most applications out of the crypto segment was five for Solana. Dogecoin and Litecoin had three each pending at the SEC in mid-April. Kaiko projects XRP will be the next blockchain currency to get a spot ETF in the US.

4. X Buzz Over Possible SWIFT Partnership

Meanwhile, popular Crypto X provocateur John Squire, “The Crypto Squire,” famous to over half a million followers, suggested on Apr. 13 that SWIFT could start using XRP as soon as April.

“In 2023, Ripple already participated in interoperability pilot programs led by SWIFT,” Squire wrote. “More recently, SWIFT published a report discussing the integration of Distributed Ledger Technology (DLT)… XRP was part of that conversation.”

Popular Crypto X #XRPArmy booster Amonyx fanned the flames with a video of YouTube business podcaster and motivational speaker Patrick Bet-David pumping XRP in terms of SWIFT payments market share.

Even without a SWIFT partnership, as Ripple captures any significant portion of forward market share growth in SWIFT’s trillion-dollar payments businesses, XRP prices are apt to skyrocket once more.

5. XRP Price Support From Froggy Bitcoin Market

Finally in this list, there’s the support for XRP prices from directly adjacent Bitcoin exchange markets that cyclically draw up vast amounts of capital inflows.

Brokers make BTC sales to individuals and organizations from all walks of life across the planet, at all levels of wealth from third world laborer individual investors to the US government.

Because XRP is a direct trading pair with Bitcoin on dozens of highly liquid currency exchange platforms, BTC generates an enormous long-term support for the former’s value.

While stocks continued to swoon in April over Trump tariffs realigning global trade deals, Bitcoin decoupled from other “risk” markets and went for a cool mid-month rally.

Wall Street Bitcoin ETFs joined the rally in a potential preview of price support from mainstream financial integrations with XRP via the pending Ripple ETFs.

Ripple CEO Brad Garlinghouse remarked in April that he sees Bitcoin’s price topping $200,000 in 2025. Another analyst noted that in March and April, Bitcoin whales have been buying BTC like never before.

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Cryptocurrency

Important Ripple (XRP) Price Update: Critical Metric Plunges as Crypto Market Slumps

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The cryptocurrency market took a sudden dive in the past couple of hours, with the XRP price making no exceptions.

XRP Price Tumbles but Funding Rates Surprise

XRP tumbled by around 2% in the past hour, bringing its total losses to about 8% for the last day. At the time of this writing, the cryptocurrency is trading at around $2.04.

XRPUSDT_2025-04-20_15-21-01
XRP Price Chart. Source: TradingView

That said, the funding rates on XRP derivatives positions are currently positive. What this means in Layman’s terms is that traders who have long positions are paying those who have short positions. In other words, the sentiment on the derivatives market is currently positive.

Could this mean that the XRP price is about to rebound? Not necessarily – positive funding rates only indicate the prevailing sentiment but sentiment is not necessarily tied up to the short-term price action. Short positions could pile up to “farm” the positive funding rates until the market regulates itself into an equilibrium.

Crypto Markets Plunge

Elsewhere, the broader crypto market is also declining.

Screenshot 2025-04-20 at 15.03.21
Source: Quantify Crypto

As seen in the heatmap above, Bitcoin’s price is trading at around $84,000, down by around 1% on the day, but the losses some altcoins are charting are considerably higher.

For example, Dogecoin (DOGE) is down 8%, Cardano (ADA) is down 6.6%, and so forth.

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Cryptocurrency

Ripple Price Analysis: Will XRP Plummet Below $2 This Week?

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XRP continues to consolidate with low volatility across its BTC and USDT pairs. Price action is tight, holding above major support but struggling to gain bullish momentum.

By Edris Derakhshi

XRP Price Analysis: The USDT Chart

XRP is holding just above the $2.00 support zone and the 200-day moving average, located around the same price mark.

The $2.00 level has acted as key demand throughout April, with multiple wicks into that zone being bought up quickly. However, bullish follow-through has been weak, and the price remains compressed between $2.00 and the $2.40–$2.60 resistance zone.

Momentum is neutral as the RSI hovers around the 50 mark. Bulls need to reclaim $2.60 to confirm strength and open the way toward the $3.00–$3.10 resistance. If the 200 DMA fails to hold, the next major supports are at $1.40 and $1.

xrp_price_chart_2004251
Source: TradingView

XRP Price Analysis: The BTC Paired Chart

XRP is still in a downtrend against BTC, with a clear sequence of lower highs since the peak in January. The price is now just above the 2,400 SAT level but well below the 2,800 SAT resistance zone.

The 200 DMA near 2,100 remains a key level to watch if the decline continues.

This pair continues to show relative weakness, and reclaiming 2,800 SAT is critical to shift the short-term trend. As long as XRP/BTC fails to break above that structure, upside will likely remain capped.

xrp_price_chart_2004252
Source: TradingView
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Disclaimer: Information found on CryptoPotato is those of writers quoted. It does not represent the opinions of CryptoPotato on whether to buy, sell, or hold any investments. You are advised to conduct your own research before making any investment decisions. Use provided information at your own risk. See Disclaimer for more information.

Cryptocurrency charts by TradingView.

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