In a recent AMA hosted by Unfungible founder Leon Abboud on X Spaces, the focus was on marketing strategies for growing web3 projects.
Co-hosted by Andrew Forte and Kelano from Unfungible, the session featured insights from web3 content creator Sanjay, Arcadia founder Mickey, and AP Collective founder Abhi.
The discussion kicked off with Sanjay exploring the rise of new web3 marketing agencies, highlighting their innovative approaches. Mickey followed by emphasizing that old marketing techniques no longer hold up. He noted that strategies like releasing roadmaps without tangible assets lead to minimal results.
“People want products they can touch and feel and that goes right into marketing so it’s a healthy pivot from fluff to actual products and sustainability.”
Leon raised a critical question: Do web3 customers truly want products? He pointed out how some exceptional founders, particularly in Singapore, struggle to gain recognition despite laying essential groundwork in the industry.
Mickey responded, explaining that while products are crucial, narrative also plays a key role. He emphasized that understanding how audiences react in private spaces can determine a project’s success, as speculation drives much of the value in the crypto space.
Mickey shared several factors essential for building a successful brand:
- Founders willing to adapt to market changes
- Correctly identifying the target audience instead of mass marketing
- Offering a unique selling proposition
- Novelty always wins, so a fresh approach has a better chance of success
- Ensuring top-tier listings for better visibility
The conversation shifted when Andrew asked whether web3 or web2 marketing was more aggressive. Mickey explained that although web3 marketing can be equally aggressive, traditional methods like ads and email campaigns often fail.
In web3, founders need to provide their audience with data points to let them make informed decisions, rather than dictating their feelings.
Abhi joined the discussion, stressing that many teams fail to understand their target audience, which leads to ineffective marketing strategies. He noted that a large number of web3 enthusiasts are based in Southeast Asia and South America, so marketing budgets focused heavily on English promotions often miss the mark.
When Leon asked about the cost of acquisition, Mickey pointed out that web3 is unique because the cost varies widely.
Unlike web2, where acquisition costs occur upfront, web3 projects can sometimes reward users later through tokens, making the acquisition cost both high and low depending on strategy.
Abhi added that while airdrops are not performing as well as they used to, acquiring quality users should remain the focus. He also highlighted that in evaluating a campaign’s success, teams should look at metrics like profile visits and link clicks.
The session wrapped up with insights on branding and communication. Leon expressed that web3 companies often lag behind by focusing too much on their products rather than the long-term value for customers. Mickey suggested that studying successful campaigns and their strategies could be more beneficial than relying on influencers, which often feels transactional.
