Why do some Web3 projects skyrocket while others never take off? Is it just luck—or are there hidden strategies that give them an edge? What are these successful projects doing differently? And why aren’t more people talking about it?

Today, we’re pulling back the curtain on the lesser-known, highly effective growth tactics that have driven some of Web3’s biggest successes. Stick around if you’re ready to dig deeper and discover what’s really moving the needle.

Tactic #1: Stop Hiring Influencers—Grow Your Own

Axie has also just announced that Axie Delegation, similar to its scholarships, is live. Source: axieinfinity.com

The result? Players have become content creators, sharing strategies and tutorials on YouTube and Twitch. They effectively “grew their own” influencers from within—organically, authentically, and in a way that resonated. The game saw significant growth, with over 72,000 new wallets acquiring at least one Axie in 2023. That’s the magic of decentralizing influence in Web3.

Tactic #2: User-Generated Content (UGC)—Crowdsource Marketing

People trust people—not brands. In Web3, where community reigns supreme, the best way to spread your message is to empower your users to tell their own stories.

Remember Audius, the decentralized music streaming platform? Audius doesn’t just leave the storytelling to artists—its entire community is involved. Users create playlists, share reviews, engage with artists, and earn native tokens ($AUDIO) for participating.

Every post, playlist, and share becomes marketing content, but it doesn’t feel like marketing. It’s organic, authentic, and, more importantly, content people want to engage with.

2024 metrics show that more than 110,000 users visit Audius every month. Source: similarweb.com

By focusing on UGC, Audius built a vibrant, growing community. With over 7 million active users, the platform leveraged its community’s voices to amplify growth.

Imagine the power of people who genuinely love what you do, talking about it because they want to, not because they’re paid to. That’s what UGC does—and in Web3, where authenticity is everything, that’s how you win.

Tactic #3: Customers Are Dynamic—Think in Layers, Not Labels

A major pitfall for many Web3 projects is the oversimplification of their customer base—treating everyone as one massive group of “community members.” In reality, Web3 customers are complex, and understanding their different layers is the secret sauce for real growth.

Layer 1: Community Builders

At the core, we have community builders—the heart and soul of your project. They are the token holders who actively contribute, participate in Discord discussions, and share their passion. They need constant engagement, a sense of belonging, and that dopamine hit of being part of something significant. This isn’t just about token ownership but building pride and excitement.

Secret tactic: Shift the spotlight to them. Let your community feel like rockstars. It’s not just about making your brand cool—it’s about making members feel remarkable for being part of it. Reward them with exclusive perks, incentivize their efforts, and give them reasons to talk about your project proudly.

Layer 2: Engaged Users

This layer is all about the people using your product—the ones who help you scale. Here, education is key. It’s not enough to get attention; you need to convert that attention into understanding. Make it easy, make it engaging, and ensure users know exactly why your product is something they need. Tutorials, onboarding guides, and timely communication help turn interest into meaningful action.

Layer 3: Retail Investors

Retail investors might not be your daily users, but they’re powerful advocates. They care about the project’s direction, community sentiment, and how their investment fares. They’re vocal, opinionated, and ready to spread the word—if they trust you. Keeping them updated with transparent, reliable information is critical for maintaining the positive energy around your project.

But with all that knowledge, you may now wonder how to put it into practice…

Tips to Help You Leverage These Strategies for Your Own Campaigns

1. Stop Chasing Influencers—Empower Your Community

Instead of paying for influencers, focus on empowering your most passionate users to become your voice. Give them the tools, incentives, and platforms to share their experiences. The authenticity within your community will always outshine a paid campaign.

2. Gamify Content Creation

Create challenges, contests, and incentives to encourage user-generated content. People love rewards, and they love to create—tap into both. Use native tokens as rewards to motivate content creation and turn your users into your most valuable marketing assets.

3. Layer Your Marketing Efforts

Understand the different layers within your community, from token holders to active users to retail investors. Tailor your messaging, campaigns, and rewards to meet the needs of each layer. Don’t just lump everyone together—address them where they are and watch engagement skyrocket.

4. Position Yourself Clearly

Ask yourself: What do you want to be known for? Are you “the game where players actually own their experience” or “the platform where artists control their music”? Whatever it is, make sure every marketing touchpoint reinforces that positioning. Consistency breeds credibility.

Time to Get Strategic

The growth strategies that work in Web3 aren’t the ones that worked in Web2. You can’t just copy-paste the same tactics and expect the same results. The most successful projects are those that understand the layers of their community, leverage the power of UGC, and grow influence from within.

Are you ready to build your community, grow influence from within, and take your project to the next level? Let’s make it happen—together.

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