On February 25, 2025, Kody, Chief Experience Officer at Layer One X, hosted episode 26 of Xtalk, diving into the wild world of Web 3 marketing. Joined by a diverse panel—Travis (Vana), Paul (Myth), Coco (Army of Fortune), Taj (Nineverse), Bash (Teson), Andrew (Pulser), Ben (Scale), Travis (Acala), Julian (Masma), and Nick (FlickPlay)—they unpacked strategies, pitfalls, and the art of community-building. Here’s the highlight reel.
Collaboration: The Web 3 Superpower
Kody kicked off asking if projects with different use cases can team up to expand reach. Andrew (Pulser) said yes—Web 3 shares the burden of explaining “read, write, own” to Web 2 folks. Coco emphasized niche expertise, like marketplaces or NFT launches, where partnerships save time and tap communities. Paul (Myth) called it “all for one,” citing mutual growth with smaller projects securing funding via their network. Taj likened it to Taylor Swift boosting NFL viewership—cross-pollination grows the pie, like wallet safety workshops pairing with NFT communities. Bash (Teson) shared their Valentine’s Day campaign, uniting 68 projects (QuickSwap to Carbon Browser) with 1.29M participants, proving diverse audiences can amplify each other.
Marketing Missteps: Hype vs. Substance
On disasters, Andrew warned against overpromising—token launches promising the moon crash when utility lags. Coco shared Army of Fortune’s free mint, which soared beyond expectations but flopped due to stakeholder misalignment, stressing worst-case planning. Ben (Scale) criticized chasing trends like points programs without long-term vision, leaving communities confused. Flu (unnamed project) admitted chasing short-term Middle East hype, sidelining their Bitcoin vision, and nearly fell for a deepfake marketing scam. Taj called out the “zero-sum” mindset—pitting chains as “Ethereum killers” fragments a tiny market, while crude messaging alienates mainstream adopters. Bash added that ignoring community feedback and overusing jargon (like “sybil resistance”) scares newcomers, eroding trust.
Community Over Influencers
Kody probed sustainable influencer ties. Andrew suggested token lockups to align incentives, mimicking equity stakes. Ben (Scale) connects influencers with ecosystem projects matching their vibe, fostering organic ties. Kayla (Acala), a micro-influencer, pushed performance-based rewards—genuine fit trumps quick cash-outs. Taj, not chasing fame, builds “social equity” by creating free content for aligned projects, landing roles via reputation. Bash urged mobilizing active community members over paid KOLs—they tell authentic stories faster. Nick (FlickPlay) rewards Bratz fans with revenue shares for grassroots hype, tapping genuine excitement to drive engagement.
Emotional Triggers: Speculation Done Right
On what drives crypto investment, Andrew embraced speculation—green candles pull crowds, rewarding early believers if tokens align with utility. Paul noted gaming hooked him, not crypto; a solid product and vibe keep users long-term. Projects can ethically lean into FOMO, but accountability looms—hype without delivery burns trust. Kody wrapped up, quoting Taj’s gem: “I’m the manager of the bread aisle,” a nod to owning your niche authentically.
Closing Pitch
Layer One X’s liquidity bootstrap phase offers stablecoin APRs—join their Discord. Vana’s testnet launched, targeting entertainment billions. Myth’s TGE nears, with Immutable talks buzzing. Army of Fortune’s mobile games (Army of Tactics, deck-builder beta) aim for mass adoption. Teson’s 2.5M users aid 8,600 projects. Pulser’s PFP drops March 7, pre-token launch. Scale’s zero-fee L1/L2 saved users $730M last month. Acala’s liquid staking leads Polkadot DeFi. Masma’s “smart exchange” simplifies trading. FlickPlay’s Bratz digital toys hit March 4, blending Web 3 and nostalgia.
Takeaway
Web 3 marketing thrives on collaboration, not competition—unite to grow the space. Avoid hype traps and jargon; build trust with clear, community-driven narratives. Align influencers with your vision, not just wallets. Speculation’s fine if paired with substance. Catch the next Xtalk on March 4 for Web 3 career tips—follow @Xtalks for
