Written by: Stacy Muur

Translated by: Luffy, Foresight News

What is the biggest problem in Web3 marketing? It's talent. Or more accurately, the lack of talent. A lack of skill, a lack of wisdom, a lack of critical thinking.

90% of teams simply copy and paste the same marketing playbook without stopping to ask why they are doing it or whether the strategy is effective.

• Task designs from Zealy/Galxe/Intract just to generate fake social interactions
• Suddenly appearing X "intern" accounts
• Discord poker nights with no participants
• Airdrops and points programs inflating data… only to watch capital flee after TGE
• Unstrategic hard advertising pitches
• Rosebot customer service
• Six-figure follower counts with zero mutual follows
• Fake interactions across all platforms
• Raffles, trading competitions…

These strategies are all the same. You've seen them, I've seen them, we've all seen them, over and over again. The question is, can we do better? My answer is: of course we can.

1. Are you sure you’ve found the right target audience?

Has your team conducted a real competitor and vertical analysis? Have they used tools like @Similarweb to capture audience data? Do you know who your users are and where they are located?

If you think your target audience overlaps with Binance, please quickly check the reality: you are targeting the U.S. market, but actual users may be in Asia.

Now guess what happens if you launch a Zealy campaign without verification? Newly acquired community members flood in, but they come from regions you never considered.

This isn't bad luck; it's poor marketing.

Web3 allows you easy access to transparent data, but most marketers are too lazy to use it. Instead, they plan campaigns based on vibes, follower counts, and superficial metrics.

But the fact is: blockchain is the best user research tool.

• Who used it early on?
• Who stuck around during the testnet phase?
• Who participated in liquidity mining? Who sold off? Who came back?

Do you think on-chain = anonymous? Not at all. You can match on-chain behavior patterns with off-chain behavior — it's just that most teams are too lazy to do so.

2. Are airdrops really effective?

This is a rebellious thought: what if airdrops… don't work?

What is the churn rate after an airdrop? What percentage of funds can actually be retained?

Because the tokens you airdrop = your marketing budget. You could have spent those tokens on strategy, creativity, community, data, or media. But instead, you threw them into the void… and then wondered why the token price plummeted after TGE.

To be honest, some airdrops have succeeded. For example, Uniswap, Hyperliquid, Arbitrum. Why? Because their underlying products are good, there is demand, and they can retain users. But this list is short; the list of failed airdrops is much longer.

So ask yourself: does your project really need an airdrop? Or do you just want to inflate the data to get a higher valuation from venture capital?

3. Developer relations are not technical support; they are a distribution channel

If you are building infrastructure, then developers are not "partners," but your users. They are your early adopters, your most honest feedback loop, your best distribution channel.

But most projects still view developer relations (DevRel) as backend support rather than a part of marketing, which is a huge mistake.

• Documentation is your landing page,
• GitHub is your conversion channel,
• Hackathons are your product labs.

If the DevRel and marketing teams do not communicate, you are working in a vacuum.

4. Creativity is king

Ideally, a marketer's job is to create a "marketing product" for the product.

Some marketers simply recycle existing ideas, repackage them, and throw them into the market. This is no different from teams forking Uniswap or cloning Pump.fun in pursuit of the original's success. Most of them fail.

So why would you have different expectations for marketers who merely copy others' strategies?

Airdrops, points programs, zero-fee trading events… same old, same old.

Yes, originality is hard and takes time. It requires months of research, customer development, testing, and iteration, and marketers who can truly do this are not cheap.

But that doesn't mean you shouldn't try. At the very least, you should ask yourself: why am I doing this? What results do I actually expect?

We don't need more promotional campaigns; we need more belief. Most projects overthink scale while neglecting trust.

Your market size is not millions; it may only be tens of thousands. The truly important people are tired of hype and allergic to nonsense. You cannot win their favor with:

• Another raffle
• Another points program
• Another paid pitch event
• Another AMA
• Another staking raffle
• Another trading competition

By addressing some real issues and honestly explaining how you are solving them, you will win them over.

Start small, first win over 10 true believers, then 100, then 1,000. This is the survival rule here.

Before your next event, ask yourself:

• Do we know who we are talking to?
• Are we showing up where they are?
• Are we saying things worth believing?

Web3 marketing is not hype; it is the alignment between product, values, and identity. The best projects do not sell features; they build belief. When these are done well, there is no need to beg for attention. Their community will market for them.

In conclusion

Most people will never realize that marketing is the hardest creative work. Precisely because when it is done right, everything seems obvious.

So don’t cut corners. Don’t just throw prompts into ChatGPT, sprinkle some emojis, and call it a campaign. Dive deep into the product, talk to users, sketch out the context on a whiteboard until inspiration strikes, write it down, erase it, and rewrite it.

Great marketing provides perspective; it forces you to step out of your own excitement and into the needs of others — and then clearly and honestly show how you meet those needs. That’s the work. Do it well, and your results will outlast trends.

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