Cryptocurrency
Why traditional marketers fail in Web3: Avoiding these failures
“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.
Conor McGregor, the 36-year-old UFC legend with 22 wins and 6 losses, has urged his homeland to become a crypto hub by implementing a digital asset reserve.
He asserted that crypto in its origin was “founded to give power back to the people,” and noted that he will co-host a Twitter (X) space to “talk about what I want to see changed.”
Crypto in it’s origin was founded to give power back to the people.
An Irish Bitcoin strategic reserve will give power to the people’s money.
I will be cohosting a Twitter space to talk about what I want to see changed.
Victory to Ireland!
— Conor McGregor (@TheNotoriousMMA) May 9, 2025
While he spoke about both crypto and Bitcoin in terms of Irish reserve, many of the comments below his original post urged him and his country to focus only on the largest digital asset.
Anthony Pompliano was among the first to pick up McGregor’s call for a Bitcoin Strategic Reserve in Ireland and, expectedly, praised the move.
The notion of countries adopting BTC as a strategic reserve asset has been talked about for years within the community. However, it was just a distant dream until very recently.
The idea is that bitcoin has similar qualities like gold, and the yellow metal used to back numerous fiat currencies and is still held en mass by numerous central banks. So, why not BTC, right?
Well, the critics have argued for the past few years that bitcoin is too young and volatile and hasn’t matured yet to be in such a responsible position. After the US elections, though, the tides have turned.
Current US President Donald Trump has dabbled with the idea of establishing a Bitcoin Strategic Reserve in the country, and there are multiple discussions on the matter among different countries. Although it still feels too early, as most are just that – discussions or blatant rejections – it could be considered as a move in the right direction. It has to start from somewhere, right?
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TL;DR
- Ripple Labs received some good news this past week from the SEC, but the native token hasn’t really picked up the pace, unlike many of its rivals.
- Now, though, analysts tend to believe that the asset is due for some big gains.
The broader crypto market was revived in the past week as bitcoin finally broke above $100,000 and tapped a new multi-month peak at over $104,000. Many altcoins, such as DOGE, SOL, and HYPE, posted impressive gains, and so did ETH. In fact, Ethereum’s weekly increase stands at over 31%.
At the same time, XRP is also in the green, of course, but its weekly surge stands at just over 9%. On a monthly scale, it has added 21% (impressive, yes) but nowhere near as notable as ETH’s 54% surge or even BTC’s 28% jump.
What’s even more surprising is that the SEC officially filed for a settlement in the legal case against Ripple Labs and wants just a $50 million penalty payment, which is a fraction of the $2 billion it initially asked for.
Nevertheless, XRP still managed to break through an important resistance set at $2.26 and closed well above it on the daily. The short-term target for the asset is at $2.6, said Ali Martinez, who posted an update today with even more good news for XRP’s future price performance.
The analyst with over 137,000 followers on X said the SuperTrend Indicator had just flashed a buy signal for XRP.
The SuperTrend indicator just flashed a buy signal for $XRP! pic.twitter.com/I6X7crn1zE
— Ali (@ali_charts) May 10, 2025
Chad Steingraber found some similarities between the current market structure and the events that transpired in January. At the time, XRP’s Open Interest soared to almost $5 billion, and its price skyrocketed from $2.3 to roughly $3.4 within a week. Now, the Open Interest is close to those levels.
XRP Open Interest building up to $4.6Billion.
It was last at this level back in January which then sent the price from $2.30 to $3.30 over the course of one week. https://t.co/SWinGvu7jY pic.twitter.com/Ax0sy93eZS
— Chad Steingraber (@ChadSteingraber) May 10, 2025
BitGuru noted that XRP had broken out of a double bottom and is “riding a strong uptrend with higher highs.” If it manages to stay above $2.23, which is far below the current price tag of $2.4, it could experience another bullish leg up, they added.
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TL;DR
- Meme coin season seems to be returning as numerous representatives of that niche have recorded massive gains, including their leader.
- DOGE’s price has soared by double-digit on a daily, weekly, and monthly scale, but analysts seem to be aligned in thinking that this is just the start.
Recall that DOGE’s price had tumbled to a multi-month low of $0.13 just several weeks back, during the darkest hours of the Trade War between the US and essentially the rest of the world. As the global macro conditions improved, though, so did the crypto market, and Dogecoin has been among the frontrunners of gains.
Fast forward to May 8, the OG meme coin’s price stood at around $0.17. In just a short 48-hour period, its price skyrocketed by 35% to its highest levels since early March of $0.23.
Popular crypto analysts quickly picked up the move and outlined even more bullish price targets for the largest meme coin. Ali Martinez was among the more modest ones, envisioning a price surge to $0.27 as DOGE has rebounded “strongly from its ascending support trendline.”
#Dogecoin $DOGE is rebounding strongly from its ascending support trendline, eyeing a potential move toward $0.27. pic.twitter.com/E3BVdOfo2s
— Ali (@ali_charts) May 10, 2025
Satoshi Flipper was even more bullish, indicating that DOGE’s price against the dollar is “ripping” and their chart predicts a price surge toward $0.4.
Cephii told their almost 80,000 followers on X that Dogecoin will have a new floor price because of the ETFs that they believe have a “high likelihood of being approved.” They advised people to hold and continue buying if the price slips to $0.19 once again.
$doge will have a new price floor because of the ETF’s which have a high likelihood of being approved. ETF’s will result in more $doge being held indefinitely too even if they are only minimally popular. As a store of value, $doge market cap is very sensible given how well know… pic.twitter.com/EBh7Geesql
— Cephii (@Cephii1) May 10, 2025
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