Marketing a Web3 product isn’t the same as marketing a SaaS or mobile app. The audience behaves differently, platforms enforce stricter ad policies, and the hype cycles move faster than your content calendar.
Over the past two years, our team has worked with wallets, DEXs, blockchain analytics tools, and DeFi dashboards. We’ve run campaigns across every possible channel - from Meta to Reddit, from airdrop influencers to paid Twitter.
Here’s the hard truth: only a few channels consistently deliver measurable ROI. Others might look attractive on paper but rarely convert beyond vanity metrics.
Below, we’ll break down what’s working, what’s not, and how to design a Web3 marketing mix that’s both scalable and compliant.
✅ Channels That Actually Work
1. Twitter Ads & Boosting
If your audience is crypto-native - Twitter (X) is still the only place they live. It’s the Web3 LinkedIn, Discord, and Reddit all in one.
Why it works:
- It’s the main discovery and conversation hub for Web3 founders, VCs, and early adopters.
- Twitter’s algorithm amplifies engagement when you run small post boosts - even a few hundred dollars can push your content into niche crypto circles.
- The targeting options (by interest, follower lookalikes, and keywords) make it easy to zero in on specific ecosystems - e.g., “Ethereum devs,” “Solana traders,” “DeFi users.”
Pro tip:
Start with organic content first - threads, insights, demos - and boost posts that already perform well organically. Then layer in ad campaigns for lead generation (newsletter, waitlist, early access) to build your funnel.
Example setup:
- Boosted tweets: $200–500/test
- Conversion campaign: $1,000–3,000/month
- Target: Lookalike audiences of your engaged followers
2. Google Ads (Search & Display)
While not every Web3 product fits Google Ads, for those that do - it’s a powerhouse.
Best for:
- Infrastructure products (APIs, developer tools)
- Web3 SaaS (security dashboards, analytics, audits)
- Retail-friendly apps (wallets, tax calculators, staking tools)
Why it works:
- It captures intent. Users typing “Web3 wallet with NFT support” or “crypto tax software” are already in decision mode.
- Lower competition compared to mainstream SaaS - CPCs can still be affordable.
- You can geo-target regions with higher adoption (e.g., Singapore, Poland, UAE, USA).
Optimization tips:
- Avoid generic keywords like “crypto” or “blockchain.” Too broad, too expensive.
- Use exact-match + branded modifiers - “best DeFi security platform,” “Web3 audit tool.”
- Track micro-conversions (scroll depth, demo clicks, wallet connects) to feed the algorithm with better signals.
3. LinkedIn Retargeting (B2B Focused)
LinkedIn is not the place to build awareness for Web3. But it’s amazing for retargeting high-value visitors.
Think of it as your second-touch channel: people who found you via Google or Twitter, then saw your content again on LinkedIn and finally converted.
Why it works:
- Perfect for projects targeting businesses (auditing, infrastructure, compliance).
- The audience is verified - job titles, companies, and industries.
- Retargeting lets you stay top-of-mind without overspending on cold traffic.
Best practices:
- Sync your website visitor audience using LinkedIn’s Insight Tag.
- Use short video explainers (15–30s) or carousel ads summarizing case studies.
- Keep frequency high (3–5/week per user) - your audience is small but qualified.
4. Influencer Partnerships (Micro over Macro)
Influencer marketing in Web3 isn’t dead - it’s just evolved.
The era of massive KOL campaigns with fake engagement is over. But micro-influencers with small, active, and loyal audiences can drive high-quality leads.
Why it works:
- Real followers trust niche creators more than anonymous promo accounts.
- You can co-create content - tutorials, AMAs, explainers - instead of one-off “sponsored” posts.
- Many influencers now prefer rev-share or affiliate models, aligning incentives.
Example:
Instead of paying $5K for a single tweet from a “top KOL,” spend the same across 10 micro-creators who actually use your product and can explain it clearly.
Pro tip:
Ask for analytics screenshots before signing any deal. Focus on audience quality, not follower count.
🚫 What Doesn’t Work Anymore
1. KOL Campaigns
The “KOL pump” era is gone. Paid shoutouts from top influencers generate zero long-term ROI - mostly vanity engagement. Audiences have become skeptical, algorithms deprioritize promo content, and bots inflate metrics.
Unless you’re doing it for short-term awareness (e.g., token launch day), skip it.
2. Reddit Ads & Organic
Reddit used to be great for authentic community growth. Now it’s nearly impossible to scale without being banned or downvoted. Moderation is strict, and crypto-related content is heavily filtered.
If you do want to use Reddit, focus on comment engagement under niche subs (like r/ethfinance) rather than self-promotion. But don’t count on it for traffic.
3. LinkedIn Awareness Campaigns
Awareness campaigns on LinkedIn can cost 10–15× more per impression than Twitter or Meta. They rarely deliver meaningful engagement unless your product is enterprise-level (e.g., blockchain infrastructure for banks).
Stick to retargeting and skip top-of-funnel LinkedIn campaigns unless you have a B2B budget north of $50K/month.
⚙️ Building a Web3 Channel Mix That Converts
A sustainable Web3 marketing plan in 2025 usually follows this funnel:
Funnel StageChannelGoalAwarenessTwitter Ads / BoostsGrow reach & followersIntentGoogle Search AdsCapture active demandNurtureLinkedIn RetargetingRe-engage site visitorsConversionEmail + InfluencersPush trials / whitelistsCommunityDiscord / X SpacesMaintain retention
Budget split example (for $10K/month):
- Twitter Ads: 40%
- Google Ads: 30%
- LinkedIn Retargeting: 15%
- Influencers / content: 10%
- Experimentation: 5%
🚀 Key Takeaways
- Twitter is still the go-to platform for crypto awareness and engagement.
- Google Ads win for intent-driven users searching for real solutions.
- LinkedIn Retargeting keeps your warm audience converting.
- Influencer partnerships work only when they’re genuine and educational.
- Forget KOL blasts and Reddit awareness - they’re relics of 2021 marketing.
The Web3 audience today expects authenticity, clarity, and proof of utility. Focus on these, and the right channels will scale naturally.
Want help building a scalable ad strategy for your Web3 project?
👉 Work with Ad Hackers - we’ve managed campaigns for ByBit, De.Fi, and Quantstamp, and we know what converts in crypto.
