Realigning L2 Marketing: Lessons from Battle-Tested Strategies

Lessons from Battle-Tested Strategies

Olly Jones

Business Development

Here's a fun paradox: L2s are building some of the most sophisticated tech in crypto, but their marketing often sounds like a computer science thesis, and it's not working. Why?

Because we’re so busy flexing our technical muscles that we forget users just want to know what's in it for them.

What Established Chains Got Right

1. They tell stories, not specs

The most successful protocols understand a fundamental truth: your brilliant code means nothing if users can't grasp its value. Instead of technical dissertations, they weave narratives about financial freedom, democratized access, and the future of money. The tech stays robust in the background, but the story leads.

2. They build communities, not just protocols

These protocols prioritize genuine community building over token metrics. Why? They're not selling a product—they're building a movement. True communities emerge when users feel part of something bigger than their wallet.

3. They solve problems people actually have

The winning pitch isn't about technological superiority but about improving users' lives. "Trade instantly, pay less" resonates more than any whitepaper on throughput optimization. The most successful chains understand that users don't care about your architecture; they care about their experience.

Lessons from Successful Protocols

1. Polygon's silent revolution

Layer 2 adoption patterns reveal compelling insights about effective market positioning. By mid-2024, polygon reached four billion+ transactions through a remarkably straightforward approach: emphasizing user benefits (scalability and lower fees) over technical specifications.

Their strategy centered on clear communication of cost savings, strategic ecosystem partnerships, and a robust educational initiative that helps convert users into community advocates. The focus remained consistently on tangible benefits rather than technical architecture.

2. Arbitrum's community masterclass

Arbitrum could have led with its optimistic roll-up technology. Instead, it focused on building a community. With token holders actively participating in governance, it's created something more valuable than technical superiority: belonging, which fosters loyalty and sustained interest in the protocol.

Source: Snapshot.org

In August 2024, the Arbitrum DAO passed a proposal to enhance the governance and security of the ARB token through staking. The proposal received overwhelming support, with over 91% approval from 25,000+ participants.

Let Marketing Rewrite Your L2 Needs

Here's your new playbook, backed by actual market data:

1. Steal from TradFi's marketing but make it edgy

Traditional business models can provide valuable insights and strategies for modern companies. Goldman Sachs doesn't explain its trading algorithms; it shows you the yacht you could buy. Tesla doesn't sell batteries; it sells the future. Your L2 needs the same energy.

2. Build for the bears

Building for bears is more important than appeasing bulls. Bull markets are for gamblers, while bear markets are for builders. Show them you'll be here when the music stops.

3. Make complexity sexy

Your tech is amazing—package it that way. You're not selling rollups; you're selling financial freedom.

The Uncomfortable Truth

You know what's worse than bad marketing? No marketing. And that's essentially what you're doing by hiding your brilliance behind technical jargon.

Your L2 isn't just competing with other L2s – you're competing with:

  • Traditional finance

  • Other blockchains

  • That new dog coin that just launched

  • Netflix, TikTok, and every other attention merchant

The Way Forward

  1. Start with the money

    • Show them the savings

    • Make it real

    • Make it now

  2. Build in public, but make it interesting

    • Share war stories, not commit logs

    • Celebrate wins AND losses

    • Make people feel like insiders

  3. Create FOMO, not features

    • "Join the future of finance" > "Use our protocol"

    • "Be part of something bigger" > "Participate in governance"

    • "Get in early" > "Beta testing now available"

Your L2 doesn't need better tech. It needs better storytelling. In this market, the best story wins—not the best whitepaper. It's time to stop building Ferraris that look like Toyotas. Your tech deserves better marketing.

Need help realigning your L2's narrative?

Connect with us. Let's show you how we’re helping protocols turn complex technology into compelling stories.

Book a Call

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