Creating Viral Campaigns in a Regulated Industry (Web3 Edition)
I was scrolling through social media when I stumbled upon a post that was clearly gaining traction, with likes, shares, and comments flooding in. It was going viral. That got me thinking: what does “going viral” really look like in Web3?
In Web 2, virality follows an algorithm. Engagement metrics and network effects on centralized platforms drive it. But in Web3, the rules shift. Memes move markets. Community is currency. And value doesn’t just flow to the creator, it flows to holders, contributors, and early believers.
So I decided to explore:
• What makes a campaign or project go viral in crypto?
• How do regulation and decentralization change the playbook?
• What lessons can we borrow from Web2 and which do we need to unlearn?
Let’s dig in. (And if you’ve seen a Web3 campaign go viral, drop it in the replies, I’d love to build a list.)
Why Going Viral Still Matters (Even Now)
In crypto, attention is everything. Projects rise not just because they’re technically sound or beautifully built, but because people talk about them. In a landscape defined by open networks, token incentives, and decentralised trust, attention becomes liquidity.
Going viral isn’t just about visibility, it’s about signalling. It tells users, “This matters now.” That’s why memes can outperform whitepapers. That’s why one good thread can move more wallets than a thousand-dollar ad. Virality doesn’t replace fundamentals, but it accelerates outcomes.
But here’s the twist: in Web3, virality is no longer about getting everyone’s attention. It’s about getting the right people’s attention at the right moment and giving them a reason to carry the message forward. In a permissionless world, your community is your algorithm.
The projects that spread aren’t always the loudest. They’re the ones that feel inevitable. That’s the power of strategic virality in Web3.
What Actually Works
1. Hook Like You Mean It
In a crowded Telegram group or a fast-moving X feed, you have one line to stop the scroll. The hook is your moment of truth. It’s not about being loud. It’s about being clear, intriguing, and relevant.
Hooks aren’t gimmicks. They’re the opening of a real conversation. The ones that land best ask a question people already feel inside but haven’t yet voiced.
Seen any great hooks lately? Share them. Let’s collect what works.
2. Teach Like a Human
Crypto is complex. And the fastest way to alienate your audience is to flex knowledge instead of sharing it. In Web3, education is adoption. Every viral campaign that actually moved the needle taught something simply.
That doesn’t mean dumbing down. It means respecting your audience enough to meet them where they are. Jargon-free, context-rich, and honest.
3. Use Emotion
Crypto doesn’t need more hype. It needs emotion that builds alignment. Curiosity. Belonging. Hope. The kind of sentiment that makes people lean in, not just ape in.
The most resonant campaigns aren’t promises of a 100x. They’re glimpses into real stories. A builder talking about their journey. A user describing how a tool helped them escape centralised limits.
Don’t sell dreams. Share moments.
4. Participation > Promotion
Viral isn’t a broadcast. It’s a loop. It starts with an invitation.
“Name our next feature.”
“Vote on the next meme.”
“Drop your idea, we’ll build it.”
Web3 is collaborative by nature. Every campaign should be an opportunity to co-create. The most viral moments are rarely announcements, they’re collective actions.
Staying Legal Without Killing the Vibe
Regulation isn’t the enemy. But ignoring it is.
Smart teams know that trust isn’t just about tech. It’s about transparency. Disclose paid content. Avoid financial promises. Respect platform guidelines.
The trick is this: follow the rules without losing your voice. Be clear. Be confident. Don’t hedge, educate.
Distribution Is Design
A campaign isn’t viral until it moves. And in crypto, you can’t rely on ads. That means every piece of content needs to be inherently shareable.
Sharable means useful, funny, brave, or personal. It means tailoring the message to the medium. Telegram needs tight phrasing, X needs hooks, Discord needs context.
The best campaigns think about distribution before creation. Who will share this, and why?
And don’t underestimate the power of micro-creators. The 3,000-follower account with deep trust in one chain’s community often outperforms the big name with 300K lurkers.
Metrics That Matter (and What They Actually Mean)
Virality isn’t a like. It’s a response.
A thread with 1,000 replies is often more powerful than one with 10,000 likes. Why? Because it created a conversation, not just a glance.
Here’s what to measure:
- Who showed up? (Not just how many)
- What did they do after? (Did they click, join, build?)
- Did they come back?
Set one goal per campaign. Then watch what really moved it. That’s your signal.
Sharing Notes and Lessons
The truth is, there’s no perfect formula. But there is shared learning. And the more we talk about what works (and what doesn’t), the sharper our collective toolkit gets.
Have you seen something go viral in crypto or beyond? What made it spread? What felt forced?
Drop a link, a story, or a question. Let’s shape the playbook together.