Web3 Marketing Feels Like Building a Plane While Flying It — Anyone Else?

Hyperion Guilds Marketing Guild
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Hi folks :waving_hand:

I recently made the leap into Web3 marketing after a few years in more “traditional” digital marketing roles (think paid ads, funnels, CRM, etc). And wow - it’s a different beast.

One minute I’m trying to explain tokenomics to new users, the next I’m figuring out how to activate a Discord community that barely talks. The usual playbooks don’t always work here, and virality seems to depend more on memes and narratives than on budget or targeting. :sweat_smile:

What’s exciting (and terrifying) is that everything’s still being written. No one has all the answers - and that’s kind of the magic.

Curious to hear from others:

  • What’s been your biggest challenge when marketing in Web3?

  • Any campaigns or tactics that actually worked?

  • Do you think we’re moving toward more structure, or will chaos always be part of the game?

Would love to swap stories and learn from this community.

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I think the retention of the users are the most hardship in Web3 marketing and also getting attentions since there are too many competitors

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From my experience (been here since 2017), the biggest challenge has been balancing clarity with credibility.

  1. Community-first content: Weekly updates, meme contests, or even just Twitter/X threads that start with “Here’s what we learned this week.” People engage more when they feel like participants, not an audience.

  2. Localized micro-influencer loops: Especially for protocol growth, regional trust matters.
    Activating local Web3 voices has been 10x more effective than big-budget influencers.

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