Fixing Web3 Marketing: What Channels Actually Work in Web3

Welcome back to Fixing Web3 Marketing: From Hype to Sustainable Growth - a series exploring the biggest challenges Web3 companies face when promoting their products. On our last blog post, we discussed the many Web3 audiences you might be overlooking in your campaigns, and how to build personas that actually align with your goals. Today, we’ll dive into the channels that really drive results - how to get your project noticed and attract the right audience to your brand. Fixing Web3 Marketing: From Hype to Sustainable Growth Fixing Web3 Marketing: From Hype to Sustainable Growth Fixing Web3 Marketing: From Hype to Sustainable Growth last blog post really Missed the earlier chapters? The Lost Art of Web3 Marketing: Why most projects get community marketing wrong. Fixing Web3 Marketing: Understanding the Real Web3 Audience: Learn about the audience types you might be missing. Missed the earlier chapters? Missed the earlier chapters? The Lost Art of Web3 Marketing: Why most projects get community marketing wrong. Fixing Web3 Marketing: Understanding the Real Web3 Audience: Learn about the audience types you might be missing. The Lost Art of Web3 Marketing: Why most projects get community marketing wrong. The Lost Art of Web3 Marketing The Lost Art of Web3 Marketing The Lost Art of Web3 Marketing Fixing Web3 Marketing: Understanding the Real Web3 Audience: Learn about the audience types you might be missing. Fixing Web3 Marketing: Understanding the Real Web3 Audience Fixing Web3 Marketing: Understanding the Real Web3 Audience Over the course of this series, we’ve talked quite a bit about Twitter/X and how Web3 projects tend to treat it as the end-all, be-all channel for reaching, building, and engaging with their communities. That made sense for a while - it was the hub where builders, traders, and enthusiasts gathered to celebrate launches, dissect tokenomics, and dunk on bad takes. But as we’ve learned, your marketing strategy can’t rely solely on one platform, especially not X, since that limits your reach to the same closed loop of people talking to themselves. Web3 marketing needs to evolve beyond hype threads and emoji engagement. Success lies in multi-channel storytelling, where you use the right mix of platforms to build awareness, educate users, and establish lasting trust. multi-channel storytelling Choosing the Right Channels Whether you’re in IT, e-commerce, or Web3, there are certain marketing channels that are staples: LinkedIn, X, YouTube, and Facebook. Among these, two tend to dominate in Web3: X and YouTube. Both serve important but different purposes: X YouTube X X remains a major channel for Web3, blockchain, and crypto projects. It’s great for brand positioning, announcements, and thought leadership, and it’s a powerful tool for visibility and conversation. However, it’s also chaotic - algorithms shift constantly, attention spans are short, and viral threads rarely translate to actual product adoption. That makes it less effective for onboarding, education, or retention. Use it right: Keep investing in building out your company page and feed, replying to questions and engaging with the community. Use it right: Keep investing in building out your company page and feed, replying to questions and engaging with the community. YouTube YouTube One of the best tools when it comes to attract adoption, especially from visual learners. Along with TikTok and Instagram Reels, it can simplify what whitepapers often overcomplicate, for example, a two-minute video showing “how this dApp actually helps you save time or money” can do more than a 2,000-word technical doc ever could. Plus, video contest is great for quality search engine rankings. Use it right: Invest in educational video content such as short explainers, AMA sessions, community livestreams, walkthroughs, stories, etc. This will help humanize your brand, build familiarity, and remove friction for new users intimidated by jargon. Use it right: Invest in educational video content such as short explainers, AMA sessions, community livestreams, walkthroughs, stories, etc. This will help humanize your brand, build familiarity, and remove friction for new users intimidated by jargon. While X and YouTube are powerful on their own, you’ll get much better results when you pair them with other community-driven channels. Let’s look at those next. Discord, Telegram and Reddit: The Pulse of the Community Discord, Telegram and Reddit: The Pulse of the Community Discord and Telegram are where most Web3 communities live. They’re essential tools for community management, allowing teams to stay in touch with their audience and create two-way communication. Discord, in particular, has evolved into a structured environment with channels for announcements, governance, and feedback loops. Unlike Telegram, it allows for micro-communities within a larger ecosystem. While these spaces bring builders and enthusiasts closer, they’re also known for noise, spam, and occasional burnout. The real challenge lies in turning those spaces into hubs of genuine engagement rather than just announcement boards. The most successful projects do this by fostering authentic discussion, rewarding participation with recognition instead of just tokens, and using moderation tools to maintain a healthy environment. Community spaces aren’t billboards; they’re living ecosystems, and should be treated as such. Reddit sits somewhere between a community hub and a social listening platform. Many projects now use it to learn about common user questions, understand public sentiment, and respond directly to feedback. A dedicated subreddit is an excellent space to gauge how well your audience understands your project, identify recurring points of confusion, and improve your communication accordingly. Blogging: The Credibility Engine Blogging: The Credibility Engine In Web3, blogging remains one of the strongest ways to establish credibility and thought leadership. It’s where you can explain your technology, share your roadmap, and showcase your expertise. Done well, it becomes a credibility anchor that proves your project has depth beyond memes and tokenomics. However, long-form content shouldn’t only live on one platform. Syndicate it across your website, LinkedIn, and platforms like HackerNoon to reach wider audiences. Combine technical deep dives with human storytelling: talk about your mission, the people behind the project, and how your tech solves real problems. HackerNoon HackerNoon Good content doesn’t just build SEO - it builds trust and your position as a thought leader in the space. HackerNoon’s Business Blogging Program is one of the many ways we help brands grow their reach and connect with the right audience. This program lets businesses publish content directly on HackerNoon to boost brand awareness and build SEO authority by tapping into ours. Here's what you get: Backlinks to your website (yes, including CTAs) A personalized Tech Company News Page featuring your logo, intro, call-to-action, and socials Full editorial support to make your story shine Multiple permanent placements on HackerNoon and social media promotions Stories converted into audio format and distributed via audio RSS feeds Automatic translation into 12 languages for global reach Your brand also gains domain authority and SEO via canonical links and the story is distributed across 8 different relevant keyword/tagged pages for better organic discoverability. 👉 Publish Your First Story with HackerNoon Today HackerNoon’s Business Blogging Program is one of the many ways we help brands grow their reach and connect with the right audience. This program lets businesses publish content directly on HackerNoon to boost brand awareness and build SEO authority by tapping into ours. HackerNoon’s Business Blogging Program HackerNoon’s Business Blogging Program many ways Here's what you get: Here's what you get: Backlinks to your website (yes, including CTAs) A personalized Tech Company News Page featuring your logo, intro, call-to-action, and socials Full editorial support to make your story shine Multiple permanent placements on HackerNoon and social media promotions Stories converted into audio format and distributed via audio RSS feeds Automatic translation into 12 languages for global reach Your brand also gains domain authority and SEO via canonical links and the story is distributed across 8 different relevant keyword/tagged pages for better organic discoverability. Backlinks to your website (yes, including CTAs) Backlinks A personalized Tech Company News Page featuring your logo, intro, call-to-action, and socials Tech Company News Page Tech Company News Page Tech Company News Page Full editorial support to make your story shine Full editorial support Multiple permanent placements on HackerNoon and social media promotions Multiple permanent placements Stories converted into audio format and distributed via audio RSS feeds audio format audio format audio format Automatic translation into 12 languages for global reach Automatic translation into 12 languages 12 languages 12 languages Your brand also gains domain authority and SEO via canonical links and the story is distributed across 8 different relevant keyword/tagged pages for better organic discoverability. Your brand also gains domain authority and SEO 👉 Publish Your First Story with HackerNoon Today Publish Your First Story with HackerNoon Today Publish Your First Story with HackerNoon Today Publish Your First Story with HackerNoon Today SEO and Email Marketing: The Long Game SEO and Email Marketing: The Long Game Because ad bans and platform restrictions have long limited crypto promotion, organic channels like SEO and email are critical for sustainable growth. SEO or Search Engine Optimization In short, SEO is all about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine. SEO helps projects become discoverable outside of crypto circles and with a good strategy, it builds trust with search engines and drives organic traffic to your content. In order to do this, you’ll need to employ blockchain SEO strategies within traditional digital marketing frameworks such askeyword research, content optimisation, authority building, and analytics: Keyword research: This is the first step toward improving organic traffic. By understanding which keywords your target audience uses when searching for products or services, you can target the right market and attract problem-driven users. Content: Solid keyword research is pointless without content to match. Remember blogging? That’s what we’re talking about - strong thought leadership content, not keyword-stuffed or clickbait pieces. Authority Building: Link building is your best friend when it comes to boosting your project’s domain credibility and authority. Connecting with reputable sites and getting backlinks to your content can improve your project’s standing with both search engines and potential users. Analytics: Your little big helper for assessing your current marketing strategy’s success. Analytics shows which channels have the best engagement, drive quality traffic, and impact rankings. Without data, teams keep guessing and burning resources. Don’t like the results? Pivot and try again! Keyword research: This is the first step toward improving organic traffic. By understanding which keywords your target audience uses when searching for products or services, you can target the right market and attract problem-driven users. Keyword research: Content: Solid keyword research is pointless without content to match. Remember blogging? That’s what we’re talking about - strong thought leadership content, not keyword-stuffed or clickbait pieces. Content: Authority Building: Link building is your best friend when it comes to boosting your project’s domain credibility and authority. Connecting with reputable sites and getting backlinks to your content can improve your project’s standing with both search engines and potential users. Authority Building: Analytics: Your little big helper for assessing your current marketing strategy’s success. Analytics shows which channels have the best engagement, drive quality traffic, and impact rankings. Without data, teams keep guessing and burning resources. Don’t like the results? Pivot and try again! Analytics: Targeting terms like “best decentralized storage app” or “how to earn yield safely” captures users who are problem-driven, not hype-driven, getting you that so desired audience. Targeting terms like “best decentralized storage app” or “how to earn yield safely” captures users who are problem-driven, not hype-driven, getting you that so desired audience. Email marketing Email marketing Email, meanwhile, is one of the few channels you actually own rather than rent from algorithms. It’s an invaluable tool for keeping users engaged long after the initial hype fades. Use it to share updates, tutorials, and insights - not just promotions - and to tell investors and customers about your brand, goals, and roadmap. In an ecosystem full of noise, consistent and clear communication through email can cut through and build lasting relationships. PR and Partnerships: Bridging Web3 and the World PR and Partnerships: Bridging Web3 and the World One of the biggest missed opportunities in Web3 marketing is public relations. Many teams focus so heavily on crypto-native audiences that they forget the importance of reaching mainstream media. Partnerships with established tech publications, traditional brands, or educational platforms can give projects a legitimacy boost. It signals stability, trustworthiness, and real-world relevance. Equally important are cross-project collaborations within the ecosystem. When projects partner, share audiences, or co-host events, they multiply visibility while lending mutual credibility. In a decentralized space, collaboration is marketing. is How to Announce Your Next Big Move with HackerNoon’s Press Release Distribution If your company has an upcoming product launch, funding announcement, or major partnership, HackerNoon’s Technology Press Release Distribution service helps you publish and promote your story effectively. With this service, your announcement can be: Translated into up to 14 languages to reach a global audience Distributed across 100+ media outlets and search engines for maximum visibility Promoted via newsletters and social channels reaching millions of tech readers Converted to audio and archived permanently on HackerNoon.com 👉__Learn how you can spread the news with HackerNoon’s Technology Press Release Service.__ How to Announce Your Next Big Move with HackerNoon’s Press Release Distribution How to Announce Your Next Big Move with HackerNoon’s Press Release Distribution If your company has an upcoming product launch, funding announcement, or major partnership, HackerNoon’s Technology Press Release Distribution service helps you publish and promote your story effectively. product launch, funding announcement, or major partnership Technology Press Release Distribution Technology Press Release Distribution Technology Press Release Distribution With this service, your announcement can be: Translated into up to 14 languages to reach a global audience Distributed across 100+ media outlets and search engines for maximum visibility Promoted via newsletters and social channels reaching millions of tech readers Converted to audio and archived permanently on HackerNoon.com Translated into up to 14 languages to reach a global audience Translated into up to 14 languages Distributed across 100+ media outlets and search engines for maximum visibility Distributed across 100+ media outlets and search engines Promoted via newsletters and social channels reaching millions of tech readers Promoted via newsletters and social channels Converted to audio and archived permanently on HackerNoon.com Converted to audio and archived permanently 👉__Learn how you can spread the news with HackerNoon’s Technology Press Release Service.__ Learn how you can spread the news with HackerNoon’s Technology Press Release Service. Alternative channels Influencer marketing: This strategy isn’t just for fashion or consumer brands; it has proven effective in the blockchain space as well. If your budget allows, working with Web3 influencers who align with your values can help expand your reach. Airdrop campaigns: While we sh*t on this option, it can still be useful if you do it right. Whether you have a crypto or NFT project looking to get more traction, airdropping free tokens or NFTs can be a good way to incentivize and build a community. However, remember that it can also be damaging to a brand and create a false community made up of people just looking for freebies. Events & Conferences: Hosting events (online or in person) is a great way to connect with your audience and share insights. Paid ads: Beyond Google and Social Media, there are a number of crypto specific media sites that have paid ads structures in place. Using this could be another string to the bow of blockchain projects, to reach the right audience. Influencer marketing: This strategy isn’t just for fashion or consumer brands; it has proven effective in the blockchain space as well. If your budget allows, working with Web3 influencers who align with your values can help expand your reach. Influencer marketing: This strategy isn’t just for fashion or consumer brands; it has proven effective in the blockchain space as well. If your budget allows, working with Web3 influencers who align with your values can help expand your reach. Influencer marketing: Airdrop campaigns: While we sh*t on this option, it can still be useful if you do it right. Whether you have a crypto or NFT project looking to get more traction, airdropping free tokens or NFTs can be a good way to incentivize and build a community. However, remember that it can also be damaging to a brand and create a false community made up of people just looking for freebies. Airdrop campaigns: While we sh*t on this option, it can still be useful if you do it right. Whether you have a crypto or NFT project looking to get more traction, airdropping free tokens or NFTs can be a good way to incentivize and build a community. However, remember that it can also be damaging to a brand and create a false community made up of people just looking for freebies. Airdrop campaigns: Events & Conferences: Hosting events (online or in person) is a great way to connect with your audience and share insights. Events & Conferences: Hosting events (online or in person) is a great way to connect with your audience and share insights. Events & Conferences: Paid ads: Beyond Google and Social Media, there are a number of crypto specific media sites that have paid ads structures in place. Using this could be another string to the bow of blockchain projects, to reach the right audience. Paid ads: Beyond Google and Social Media, there are a number of crypto specific media sites that have paid ads structures in place. Using this could be another string to the bow of blockchain projects, to reach the right audience. Paid ads: Finding the Right Channel Mix Finding the Right Channel Mix There’s no universal formula, but a good rule of thumb is this: X: Awareness and conversation. Discord/Telegram: Community management and retention. Blog: Thought leadership and depth. YouTube/Video: Education and accessibility. Email & SEO: Retention and discoverability. PR & Partnerships: Credibility and expansion. X: Awareness and conversation. Discord/Telegram: Community management and retention. Blog: Thought leadership and depth. YouTube/Video: Education and accessibility. Email & SEO: Retention and discoverability. PR & Partnerships: Credibility and expansion. Each channel serves a different stage of the user journey - from discovery to loyalty. The challenge for Web3 marketers is integrating them into a coherent narrative instead of running disconnected campaigns. Marketing in Web3 isn’t about choosing between new and old channels but about combining them intelligently. The goal isn’t just to be seen; it’s to be understood, trusted, and remembered. The best Web3 marketing strategies blend hype with substance, visibility with value, and community with clarity. In the next and final post of this series, we’ll explore how Web3 marketing can move beyond tactics entirely and focus on what truly matters: education, trust, and long-term sustainability. At HackerNoon, we help Web3 builders cut through the noise and get their stories in front of the right people. You could be next. See how we can grow your Web3 project - let’s talk! At HackerNoon, we help Web3 builders cut through the noise and get their stories in front of the right people. You could be next. See how we can grow your Web3 project - let’s talk! At HackerNoon, we help Web3 builders cut through the noise and get their stories in front of the right people. You could be next. See how we can grow your Web3 project - let’s talk! let’s talk let’s talk References ColdChain Agency. (n.d.). Digital Marketing for Web3 Projects: What Are the Key Differences? Link Link