The Future of Web3 Marketing: Education, Trust, and Sustainability

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 some marketing channels that actually drive results, how to get your project noticed, and how to attract the right audience to your brand. Today, in what is the last blog post of this series, we’ll take a look at how to create a sustainable Web3 marketing that’s based on education and trust. 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 last blog post 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. Fixing Web3 Marketing: What Channels Actually Work in Web3: Learn about what channels drive results - how to get your project noticed and attract the right audience to your brand. 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. Fixing Web3 Marketing: What Channels Actually Work in Web3: Learn about what channels drive results - how to get your project noticed and attract the right audience to your brand. 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 Fixing Web3 Marketing: Understanding the Real Web3 Audience Fixing Web3 Marketing: What Channels Actually Work in Web3: Learn about what channels drive results - how to get your project noticed and attract the right audience to your brand. Fixing Web3 Marketing: What Channels Actually Work in Web3 Fixing Web3 Marketing: What Channels Actually Work in Web3 Web3 has never been short on innovation or ambition. It’s reimagined ownership, redefined community, and challenged how the internet itself works. But for all its technical breakthroughs, one challenge remains unsolved: how to communicate clearly and sustainably. The next phase of Web3 growth won’t be powered by hype. It’ll be powered by education, trust, and long-term strategy. The projects that succeed won’t just build better technology; they’ll build better understanding. education trust long-term strategy Did You Know? HackerNoon’s community mirrors the diverse Web3 audience you're aiming to reach. With over 4 million monthly readers, our platform attracts a broad spectrum of professionals: Developers Tech enthusiasts Entrepreneurs Investors Marketers And more You could start engaging your target audience in one place. Ready to start building your Web3 audience? Book a meeting with us! Did You Know? Did You Know? HackerNoon’s community mirrors the diverse Web3 audience you're aiming to reach. With over 4 million monthly readers, our platform attracts a broad spectrum of professionals: over 4 million monthly readers over 4 million monthly readers Developers Tech enthusiasts Entrepreneurs Investors Marketers And more Developers Tech enthusiasts Entrepreneurs Investors Marketers And more You could start engaging your target audience in one place. Ready to start building your Web3 audience? Book a meeting with us! Ready to start building your Web3 audience? Book a meeting with us! Book a meeting with us Book a meeting with us Why Education Is the New Growth Hack Most potential users still live in Web2, not because they dislike Web3, but because they don’t understand it. Wallets, gas fees, and seed phrases can feel intimidating to anyone outside the crypto bubble. According to Consensys (2023), 92% of global internet users have heard of crypto, but fewer than 10% have interacted with a Web3 app.¹ don’t understand it Consensys (2023) heard That’s not a product problem; it’s a marketing problem. marketing problem By shifting focus from hype to education, broadening the audience, and building real-world value, projects can create sustainable growth models that attract not just users, but loyal communities. For founders, this means crafting a clear, relatable message that goes beyond crypto jargon and reaches real people. For users, this means engaging with platforms that offer genuine value, not just the promise of a quick payday. For investors, this means backing projects with long-term potential, not just the hottest token of the moment. — Electric Capital, Developer and User Growth Report 2024² By shifting focus from hype to education, broadening the audience, and building real-world value, projects can create sustainable growth models that attract not just users, but loyal communities. For founders, this means crafting a clear, relatable message that goes beyond crypto jargon and reaches real people. For users, this means engaging with platforms that offer genuine value, not just the promise of a quick payday. For investors, this means backing projects with long-term potential, not just the hottest token of the moment. For founders, this means crafting a clear, relatable message that goes beyond crypto jargon and reaches real people. For users, this means engaging with platforms that offer genuine value, not just the promise of a quick payday. For investors, this means backing projects with long-term potential, not just the hottest token of the moment. — Electric Capital, Developer and User Growth Report 2024² Electric Capital, Developer and User Growth Report 2024 By adopting a more human-centered, sustainable marketing strategy, Web3 can finally break free from its niche and fulfill its broader promise. Projects that invest in education are better positioned for long-term success, as they foster deeper understanding and trust. —ConsenSys, Global Survey on Crypto and Web3 2023³ Projects that invest in education are better positioned for long-term success, as they foster deeper understanding and trust. —ConsenSys, Global Survey on Crypto and Web3 2023³ ConsenSys, Global Survey on Crypto and Web3 2023 People can’t adopt what they don’t understand, so simplify it! Education is the bridge between interest and adoption, and projects that prioritize it, create smoother onboarding, clearer value propositions, and a stronger sense of trust. They explain the why before the how. Teach users why your project matters and the problem is solves in relatable terms without assuming your audience is already fluent in blockchain speak. Build an onboarding funnel that includes easy-to-understand explainer videos, guides, and tutorials that walk new users through your project step by step. why how. HackerNoon’s Business Blogging Program makes it easy to share educational content while growing your brand. Publish directly on HackerNoon to boost visibility, build SEO authority, and start teaching your audience about your project—all at once. 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. Start turning your knowledge into reach and impact today. 👉 Publish Your First Story with HackerNoon Today HackerNoon’s Business Blogging Program makes it easy to share educational content while growing your brand. Publish directly on HackerNoon to boost visibility, build SEO authority, and start teaching your audience about your project—all at once. Business Blogging Program Business Blogging Program boost visibility, build SEO authority, and start teaching your audience about your project—all at once 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 Start turning your knowledge into reach and impact today. 👉 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 Turning Complexity Into Clarity So what does translating Web3 terms to Web2 audiences look like? “ZK rollups” → faster, cheaper transactions “Decentralized governance” → you help shape the product “Token utility” → rewards for contributing to the ecosystem “ZK rollups” → faster, cheaper transactions faster, cheaper transactions “Decentralized governance” → you help shape the product you help shape the product “Token utility” → rewards for contributing to the ecosystem rewards for contributing to the ecosystem Simplification doesn’t mean dumbing down; it means focusing on outcomesthat matter to users.A 2024Cointelegraph Innovation Study found that 68% of potential users drop off during onboarding due to confusing UX or unclear messaging.⁴ outcomes Cointelegraph Innovation Study The best educational marketing strategies meet users where they are - through explainers, visual storytelling, and interactive experiences. Tutorials, workshops, courses, webinars, FAQs, and community-led content make the ecosystem feel less intimidating and more accessible. The Role of Trust in a Skeptical Market Web3’s history is filled with both innovation and scandal. Rug pulls, hacks, and scams have left a credibility gap. Chainalysis reported that crypto scams accounted for over $5.9 billion in losses in 2022,⁵ a number that still affects perception today. $5.9 billion in losses in 2022 Trust, therefore, begins with transparency: transparency Founders showing up with names and faces, not avatars. Honest communication about progress and setbacks. Consistency in both bull and bear markets. Founders showing up with names and faces, not avatars. Honest communication about progress and setbacks. and Consistency in both bull and bear markets. The projects that last won’t be the loudest - they’ll be the most reliable. Sustainability Over Speed The culture of Web3 has long favored immediacy: instant launches, instant liquidity, instant virality. But sustainable growth looks more like clear positioning, consistent communication, iterative education, toughtful partnerships, and… patience. According to Messari’s State of Crypto (2024), projects with long-term community education initiatives have 2.5x higher retention rates than those focused solely on token incentives.⁶ Messari’s State of Crypto (2024) 2.5x higher retention rates The truth is, good marketing compounds - it’s slow to build but hard to break. Every blog post, video, and tutorial that genuinely helps users understand your product adds to a foundation that lasts far longer than any trending campaign. That’s how sustainable ecosystems form, through habit. How the Best Projects Are Already Adapting Top Web3 projects are moving beyond hype and experimenting with sustainable strategies that combine education, usability, storytelling, data, and retention. Here’s how: Education-first content: Partnerships like Polygon x Coursera and Binance Academy, as well as university collaborations and open courses, show that structured learning drives awareness and builds trust.⁷ Human-friendly onboarding: Wallets like Magic.link and Coinbase Wallet use email logins and familiar interfaces to reduce friction and make blockchain accessible.⁸ Storytelling over specs: Case studies, testimonials, and community spotlights turn technical features into relatable, human-focused narratives that demonstrate the real-world impact of the project. Data-backed marketing: Using on-chain analytics (e.g., Dune Analytics, Nansen) and engagement metrics like transaction volumes or product usage allows teams to measure true retention and campaign effectiveness, rather than focusing solely on token price or follower counts. Bridging Web2 & Web3: Collaborations with mainstream brands (e.g., Nike x RTFKT, Starbucks Odyssey) and integration into existing platforms help projects reach audiences beyond the crypto-native niche.⁹ Also, expanding beyond the Web3 niche by leveraging traditional media and using social platforms outside of your projects’ bubble can bridge that audience gap. Enhancing interoperability: Ensuring Web3 solutions seamlessly interact with Web2 platforms, offering easy migration paths and bridging tools, makes adoption simpler for mainstream users. Retention over acquisition: Implementing loyalty programs, insider access, unique experiences, or real-world rewards encourages long-term engagement and keeps users coming back. Education-first content: Partnerships like Polygon x Coursera and Binance Academy, as well as university collaborations and open courses, show that structured learning drives awareness and builds trust.⁷ Education-first content: Human-friendly onboarding: Wallets like Magic.link and Coinbase Wallet use email logins and familiar interfaces to reduce friction and make blockchain accessible.⁸ Human-friendly onboarding: Storytelling over specs: Case studies, testimonials, and community spotlights turn technical features into relatable, human-focused narratives that demonstrate the real-world impact of the project. Storytelling over specs: Data-backed marketing: Using on-chain analytics (e.g., Dune Analytics, Nansen) and engagement metrics like transaction volumes or product usage allows teams to measure true retention and campaign effectiveness, rather than focusing solely on token price or follower counts. Data-backed marketing: Bridging Web2 & Web3: Collaborations with mainstream brands (e.g., Nike x RTFKT, Starbucks Odyssey) and integration into existing platforms help projects reach audiences beyond the crypto-native niche.⁹ Also, expanding beyond the Web3 niche by leveraging traditional media and using social platforms outside of your projects’ bubble can bridge that audience gap. Bridging Web2 & Web3: Enhancing interoperability: Ensuring Web3 solutions seamlessly interact with Web2 platforms, offering easy migration paths and bridging tools, makes adoption simpler for mainstream users. Enhancing interoperability: Retention over acquisition: Implementing loyalty programs, insider access, unique experiences, or real-world rewards encourages long-term engagement and keeps users coming back. Retention over acquisition: The projects that succeed tend to follow a simple rule: hide the complicated parts of Web3 and focus on benefits users actually care about. They understand that users don’t care about blockchain itself—they care about what blockchain can do for them. After all, most people don’t understand how the internet works either. They just know it lets them carry out their intended use. — EAK Digital, The Current State of Web3’s Go-to-Market & Adoption Challenges (January 13, 2025)¹⁰ The projects that succeed tend to follow a simple rule: hide the complicated parts of Web3 and focus on benefits users actually care about. They understand that users don’t care about blockchain itself—they care about what blockchain can do for them. After all, most people don’t understand how the internet works either. They just know it lets them carry out their intended use. — EAK Digital, The Current State of Web3’s Go-to-Market & Adoption Challenges (January 13, 2025)¹⁰ The Long-Term Play: Making Web3 Human Again Web3 was never meant to be about speculation, it was about participation. The future belongs to projects that remember that. Marketing in this new era is less about “getting attention” and more about earning trust through storytelling, education, and data, striking a balance between creativity and clarity. The next frontier isn’t marketing blockchain itself, it’s marketing what blockchain enables: ownership, fairness, and freedom. Success won’t come from the loudest token drops or the flashiest influencer campaigns, but from those who teach, explain, and show up consistently - projects that make Web3 make sense. The industry must evolve from hype to understanding, from noise to trust. Projects that communicate clearly and simply, that focus on real value and long-term engagement rather than short-term buzz, are the ones that will scale globally and foster communities that stick around. In Web3, clarity and human-centered marketing are the ultimate competitive advantage. 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 ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net Electric Capital, Developer and User Growth Report 2024. https://www.electriccapital.com ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net Cointelegraph Innovation Study, 2024. https://cointelegraph.com Chainalysis, Crypto Crime Report 2022. https://go.chainalysis.com Messari, State of Crypto 2024. https://messari.io Polygon x Coursera; Binance Academy; university collaborations, 2024. Magic.link, Coinbase Wallet, 2024. Nike x RTFKT; Starbucks Odyssey, 2024. EAK Digital, The Current State of Web3’s Go-to-Market & Adoption Challenges, January 13, 2025. https://eakdigital.com/the-current-state-of-web3s-go-to-market-adoption-challenges/ ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net https://consensys.net Electric Capital, Developer and User Growth Report 2024. https://www.electriccapital.com Electric Capital, Developer and User Growth Report 2024. https://www.electriccapital.com https://www.electriccapital.com ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net ConsenSys, Global Survey on Crypto and Web3, 2023. https://consensys.net https://consensys.net Cointelegraph Innovation Study, 2024. https://cointelegraph.com Cointelegraph Innovation Study, 2024. https://cointelegraph.com https://cointelegraph.com Chainalysis, Crypto Crime Report 2022. https://go.chainalysis.com Chainalysis, Crypto Crime Report 2022. https://go.chainalysis.com https://go.chainalysis.com Messari, State of Crypto 2024. https://messari.io Messari, State of Crypto 2024. https://messari.io https://messari.io Polygon x Coursera; Binance Academy; university collaborations, 2024. Polygon x Coursera; Binance Academy; university collaborations, 2024. Magic.link, Coinbase Wallet, 2024. Magic.link, Coinbase Wallet, 2024. Nike x RTFKT; Starbucks Odyssey, 2024. Nike x RTFKT; Starbucks Odyssey, 2024. EAK Digital, The Current State of Web3’s Go-to-Market & Adoption Challenges, January 13, 2025. https://eakdigital.com/the-current-state-of-web3s-go-to-market-adoption-challenges/ EAK Digital, The Current State of Web3’s Go-to-Market & Adoption Challenges, January 13, 2025. https://eakdigital.com/the-current-state-of-web3s-go-to-market-adoption-challenges/ https://eakdigital.com/the-current-state-of-web3s-go-to-market-adoption-challenges/