The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

2023 Web3 Marketing Trends to Follow

5 min read
Dec 23, 2022

Web3 technologies, such as the blockchain network and decentralized applications, are revolutionizing the way we think about and interact with our ideal clients. As we enter 2023, it's crucial for digital marketers to stay up-to-date on the latest trends across the world wide web.

Marketing your Web3 project to your ideal audience is a dynamic task. It requires a strategic plan. By reviewing the latest web3 trends, you'll be ready to develop your marketing plan for maximum effect.


In this brief article, we’ll take you through the latest trends relevant to launching a Web3 marketing campaign, but also review why these trends are important and how staying ahead of them can help you take your Web3 project to the moon.

Defining Web3 Marketing

the importance of trends in web3

Web3 marketing refers to marketing strategies and tactics that are specifically designed to reach audiences within the Web3 ecosystem. Web3 refers to the decentralized and distributed internet and the technologies that enable it.

While we expect the blockchain to feature here, we can also include decentralized applications (dApps) and decentralized autonomous organizations which enable audience targeting.

Web3 marketing strategies often focus on building trust and credibility with crypto audiences through transparent and decentralized methods, such as through the use of blockchain-based systems and technologies.

Some examples of Web3 marketing tactics might include using a decentralized social network or web forums to engage with audiences, using blockchain-based systems to track and verify the effectiveness of marketing campaigns, or using dApps to create interactive and immersive marketing experiences in digital worlds.

Legacy Marketing in a Web3 Marketing Strategy

Traditional plays an important role

With Web3-specific marketing, we’re able to target users already in the Web3 space. We know however that the vast majority of your potential users are still on traditional social networks.

This is why marketing Web3 businesses using traditional marketing strategies is still important.

As an example, many users may not be familiar with Web3 technologies and the decentralized internet. Using traditional marketing strategies can help to educate and inform these audiences - drawing them in to experience the value and benefits of your crypto project.

Traditional marketing strategies can also help to build credibility and trust with your target audience. By leveraging the reach and reputation of established marketing channels you can establish your business as a reliable and trustworthy source of information and services.

These channels, such as social media, email marketing, and paid advertising allow you to reach and educate your community. Education is a key to adoption - and here you have the opportunity to be the educator. 

It’s also worth considering that these traditional marketing platforms can offer a cost-effective way to reach and engage with your target audience.

While Web3 technologies may offer some unique marketing opportunities, traditional marketing strategies can provide a more affordable and accessible way to reach and engage with your target audience.

Be Sure to Stay Updated on Web3 Trends

Stay up to date

Staying up to date with marketing trends and innovation is important for businesses in the Web3 space, for a number of reasons.

First and foremost, it helps to ensure that your marketing efforts are effective and resonate with your target audience. Marketing trends and innovations often reflect changes in consumer behavior, preferences, and technology, and staying on top of these trends can help you to better understand your audience and tailor your crypto marketing efforts to your ideal users.

Keeping up to date can also help your business to stand out from your competition and differentiate itself in the market. This is especially important in the emerging Web3 space, where the future is unchartered and innovation is rampant.

By staying current and adopting the latest marketing approaches and tactics, you can reach your audience first - even when competing with much larger brands.

In building Web3 communities, it's all about relevance. Keeping track of the trends allows your business to remain relevant and adapt to rapidly changing market conditions. In Web3, new technologies and business models are constantly emerging.

Ensure that your marketing efforts are aligned with the needs and expectations of your target audience so that your business is well-positioned to thrive into the future.

Always Remember Why You're Here

Remember Why You're here

Web3 is the development and deployment of decentralized technologies, protocols, and applications that run on the decentralized web. Digital products, non-fungible tokens, augmented reality environments and decentralized social networks all create opportunities to engage with your ideal client.

From the project and client perspective, the aim is to create new systems of interoperability, scalability, and security that enable users to interact with decentralized networks in a more seamless and user-friendly way.

One of the key goals of Web3 technology is to create more open, transparent, and decentralized systems that empower users to take control of their own data, assets, and identities throughout the world.

This includes building new infrastructure and protocols that enable peer-to-peer interactions and transactions, as well as developing new applications and services that take advantage of these capabilities.

Web3 initiatives often focus on a wide range of areas, including decentralized finance (DeFi), governance, social media, identity, gaming, and augmented reality.

Many of these projects are built on top of existing decentralized crypto platforms and protocols, such as Ethereum, IPFS, and EOS, and leverage various technologies and approaches, including smart contracts, blockchain, and distributed ledger technology.

As a new project in Web3, your key to success will be keeping the goals and objectives of Web3 front of mind. Web3 is all about the community - and targeting, reaching, and building your community will be the primary objective of your marketing efforts.

As vital as it is to build out your campaigns - your first step must always be defining your target audience and determining where you can find them

It's all about Community

Introducing the Top Trends for 2023

With that context in mind - let’s examine the Top Web3 Marketing Trends we’ve identified for brands to follow in 2023.

We’ve included both traditional marketing, and Web3 marketing options to ensure there’s something for you to reach a new audience - or to grow your existing Web3 community from users already active in the space. Let’s take a look at our list:

The List: 2023 Top Web3 Marketing Trends to Follow

Lunar presents: web3 top marketing trends to follow

I: Create Exceptional Content

Creating and sharing valuable, relevant, and consistent content in order to attract and engage with your ideal audience is a definite trend in the space. Your content can include blog posts, articles, videos, podcasts, infographics, or any other format that is relevant. 

content marketing top trends

For 2023, content marketing is an increasingly important part of the customer journey. This trend is only growing stronger if you want to build an engaged community.

The purpose of content marketing is to build trust and credibility with your ideal audience and to prove that you are a leader in your field.

By consistently providing valuable content, you can establish long-term relationships with your ideal users and build trust.

It is extremely important for Web3 brands to create and share high-quality, relevant content. In the Web3 world, trust and credibility are essential if you want to grow and scale as a crypto industry leader. 

By consistently creating and sharing valuable, relevant content, your businesses can earn the trust and credibility of your target audience and become the go-to leader in your field.

To create a successful content marketing strategy, it's important to follow these tips:

  • Identify your target audience: Clearly define your target audience and create content that is relevant and valuable to them.
  • Set clear goals: Determine what you want to achieve with your content marketing efforts and set clear goals that align with your overall business objectives.
  • Create a content calendar: Plan out the types of content you want to create and when you want to publish it. A content calendar will help you stay organized and ensure that you are consistently creating and sharing valuable content.
  • Use data to inform your strategy: Use data to understand what types of content are most effective for your target audience and tailor your strategy accordingly.

By following these tips, you can create a successful content marketing strategy that helps to build trust and credibility with your target audience and drive your project’s growth.

II. Social Media Marketing

social media still reigns

Social media marketing in Web2 typically involves using platforms such as Facebook, Twitter, LinkedIn, Instagram, and TikTok to reach and engage with audiences through a combination of profile management and running paid campaigns.

In the context of Web3, this will also involve using decentralized social media channels and networks that are built on blockchain technology.

Often, these will offer the same basic functionality as traditional social media platforms, but with the added benefits of decentralization and increased privacy and security for users.

Augmented reality solutions are also expected to be a key part of the future of Web3 marketing. Take note though - not all Web3 brands allow advertising. The reach, credibility, and reporting functionality of those that do may also be fairly underwhelming.

For the sake of Web3 Community Building - we’ve included chat-based options such as Discord and Telegram (and even the new WhatsApp communities) in social media management. 

Building your social communities is vital for Web3 brands. Social media platforms provide an effective way to reach and engage with a wide range of audiences, including potential customers, partners, and investors.

By leveraging the reach and engagement potential of these businesses, your Web3 project can build brand awareness, generate leads, and generate buzz about your solution.

With more than 2.7 billion daily active users across various brands, staying up to date with the latest trends and innovations in social media can ensure that your marketing efforts are targeting the correct audiences in the most effective way.

To maximize the effectiveness of using social media marketing for a Web3 project, consider the following tips:

  • Identify the right channels: Determine which social media channels are most popular with your target audience and focus your efforts on those platforms.
  • Create engaging content: Use visually appealing graphics, images, and videos to share your content created as defined above.
  • Use hashtags: Use relevant hashtags to make it easier for users to discover your content and increase the reach of your posts.
  • Engage with your audience: Respond to comments and questions from your followers and actively engage with them to build relationships and foster loyalty.
  • Track your results: Use analytics tools to track the reach and engagement of your social media posts and make adjustments as needed to optimize your strategy.

By following these tips, social media will continue to be a formidable tool to help you grow your Web3 project. Just identify where your ideal target market is as the first step!

III. Influencer Marketing

Influencer Management top trends

Influencer marketing involves partnering with individuals or brands who have a large and engaged following on the internet. For a fee, they will promote your technology to the people that they influence.

With the decentralized nature of the industry, influencer marketing is a growing trend among Web3 brands - and a favorite among the team and clients at Lunar Strategy.

In building a Web3 community in 2023, influencer marketing is a powerful and cost-effective way to reach and engage with your target audience within the ecosystem.

By partnering with influencers who are active and respected within the Web3 community, you can tap into that influencer's existing following and reach a larger audience more quickly and effectively.

When campaigns are implemented effectively - an influencer can help you to grow your own brand and establish it as a credible and trustworthy source of information and services.

As one of our top trends for 2023, Influencer Marketing is rapidly becoming more and more relevant to marketers building a Web3 community.

We expect it to continue to trend due to its effectiveness in reaching and engaging with a targeted audience, its ability to build credibility and trust, and its cost-effectiveness for brands looking to grow and scale.

For tips on Influencer Marketing - take a look at our recent article covering the topic in depth over here: 

IV. Public Relations (PR)

web3 public relations top trends

Public relations is a way for your Web3 business to build and maintain relationships with the media, stakeholders, and the public. Your goal is to enhance your reputation and visibility. Various tactics can be effective in growing brands through PR - including media relations, crisis management, influencer relations, and content marketing. 

The growth of demand for effective PR solutions is an important trend to pay attention to in 2023 for Web3 marketers for the following reasons:

  • It is effective for building awareness and credibility for brands within an emerging community.
  • Innovative Web3 brands are finding PR to be a key driving force for reaching new users.
  • A great PR campaign for Web3 businesses can help you navigate and manage crises or negative events - and even set the tone for all other engagements.

To create a successful PR strategy for a Web3 business, it is important to:

  • Identify your target audience.
  • Set clear goals.
  • Develop a plan.
  • Build relationships.
  • Monitor and measure efforts.

By following these steps, you can create a successful PR strategy that helps to build brand awareness, credibility, and trust with your Web3 community.

V. Pay-Per-Click (PPC) Advertising

paid ads still rule

PPC advertising is a form of digital advertising in which you pay a fee each time one of your ads is clicked. It remains a trend to follow in 2023 because it allows you to reach and engage with your target audience quickly and effectively, is highly measurable, and is cost-effective.

PPC advertising is available on various traditional marketing platforms, including Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads. 

On Web3 platforms - there have been a few to offer PPC advertising services, including:

  • ChainGuardian
  • AdChain
  • AdEx
  • MetaMask
  • Basic Attention Token (BAT)

These platforms, in various ways, allow you to reach users already active in the Web3 world.

There are also some newer options that the Lunar Strategy team is busy testing for an even broader targeted reach. 

By implementing a well-planned PPC campaign, you can drive quality traffic to your website and generate significant buzz around your project.

Web3 Specific Concepts to Consider

As we enter 2023, it's crucial to stay up-to-date on the latest changes specific to the crypto industry and how they relate to marketing your project.

These are popular with leading brands and are worth reviewing quickly:

Utility NFTs

nft and web3 opportunities top trends

As the use of NFTs continues to grow in this ecosystem, they can be a powerful marketing tool for you as you are looking to differentiate your project and build credibility and trust with your audience.

NFTs can also be used to incentivize and reward users for participating in your project, helping to drive engagement and adoption.

With new innovations consistently arriving on the scene - NFTs will offer a range of new marketing opportunities for businesses looking to stand out and build a strong community in 2023.

Increased regulation

regulatory compliance top trends

You can expect to see increased regulation in the world of blockchain technology. As these regulations and laws come into place, it’s important for businesses to be aware of how the rules of engagement may shift in the future.

One such area is the Green revolution which has already made an impact in the crypto industry - by placing pressure on Ethereum to move from a proof of stake to a proof of work platform.

While the verdict on this move remains to be determined - embracing the green narrative may be a key driver of growth in the 2023 crypto community (or not - time will tell!).

By staying up to date with the latest regulatory developments and ensuring that your marketing efforts comply with relevant laws and regulations, you can position your project to both build trust with your audience and succeed.

Make it Personal

personalization in web top trends

Personalization is the practice of tailoring marketing efforts to your direct user. This can be achieved through a variety of tactics, such as targeting specific demographics, using data to understand customer behavior and preferences, and even using artificial intelligence (AI) to personalize content and messaging.

We all know that this industry is all about the user - but new solutions are poised to deliver unique personalised experiences curated by the users themselves. New innovations in the space mean that this area of development will remain well worth paying attention to in 2023.

Artificial Intelligence in Content Generation

AI top trends

AI content generation is a must-watch trend for 2023! Using AI content generation for your project can allow you to personalize your marketing efforts and tailor your messaging to specific audiences, potentially resulting in higher conversion rates and a more engaged community.

It also can help you create fairly reasonable quality, relevant content faster and more efficiently. Although be sure to edit and proofread anything that an AI creates!

While AI content generation can be a powerful tool, it's important to be aware of the risks. AI-generated content often lacks the nuance and depth of human-generated content. AIs also bring unintended bias or inexperience to their writing. 

Finally, plagiarism is still a real thing - even with AI content. Many tech companies who have built AI generators are using underlying tools to track and trace content used online that was generated by their AI bots. Users beware!


what did you learn today? top trends

We hope you’ve enjoyed the article today and found value in the trends and platforms listed.

The Web3 ecosystem is constantly evolving and it is important for web3 project managers to stay up to date with the latest marketing trends in order to effectively grow your communities and increase project adoption.

By staying aware of these trends and incorporating them into your marketing strategies, we hope you can differentiate yourself, build trust and credibility with your audience, and drive user engagement and adoption.

What did we leave off the list today that you believe is a trend for 2023 worth noting? Visit our Contact Us page to let us know.

Lunar Strategy - Partner wit h the best web3 agency

Are you ready to implement some of the ideas we’ve covered? Book a discovery call using the form below and let us help you launch your project with a carefully crafted strategy that will deliver success in 2023 and beyond!

Our hope is that with this list, you can position your project for great success!

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