The Defi Marketing Unleashed AMA delved into effective Web3 marketing strategies, highlighting the balance between technical education and simplified messaging needed for mass adoption. Speakers emphasized the role of active, team-led community engagement, moving away from incentive-heavy growth toward building sustainable communities through transparency and trust. With Web3’s unique challenges, the team discussed content strategies, social media approaches, and the importance of clear, genuine value propositions to retain users beyond token rewards.
Panelists also explored the nuanced differences between Web2 and Web3 marketing, the growing saturation of points-based programs, and best practices for DeFi protocols to build long-term community loyalty. Dive into the highlights to discover actionable insights on Web3 community-building and user retention strategies.
X (Twitter) Spaces: Defi MarketingUnleashed
Diogo Costa: Head of Marketing @ Renzo
Pedro Verdades: Core Contributor @ Turtle.Club
Tim Haldorsson: Founder @ Lunar Strategy
Sara Teixeira, Web3 Marketing Executive @ ICN Protocol
Social Media Managment for Defi Protocols
Differences Between Web3 vs Web3 Marketing
Building and Maintaining Defi Communities
Content Creation Strategies
The Role of Intern Accounts and Team Personalities in Brand Building
Transparency and Education as PIllars of Community Trust
Final Thoughts on Community Growth and Ecosystem Collaboration
Closing Thoughts
"[11:06] I just think that, you know, at least on Renzo, one thing that we've been focusing on a lot is co-marketing, especially because it allows us to attract users from our partners who we know are first of all token holders and, second, have an interest in these kinds of products. We end up increasing conversions by doing these targeted campaigns with partners."
"[15:02] I agree on the LE5 or explain-me-like-I’m-five approach when it comes to social media. You need to ensure that users understand what we're talking about. Often, these kinds of DeFi products or protocols aren't easy to grasp."
"[21:44] There’s a lot of hacks, a lot of gaps in knowledge, and we also need to provide deep educational content that allows users to better understand what is happening in the protocol and, importantly, how to stay safe in this space."
"[28:53] Well, I just joined, so maybe I can give a perspective from an analytics point of view. What I find super interesting...is the difference in access to data because, obviously, in Web3 and blockchain, everything is totally transparent."
"[38:13] You saw maybe with classic examples like McDonald's back in the day, how they had the clown and built an entire marketing structure around it"
"[41:05] You can pretty much be aware of where the team is located. If you want to grab a coffee, lunch, wherever we are, let us know, you know, on Discord, Twitter – lunch or coffee is on us."
"[42:50] I just want to add one more point on basically showing up, right? I think showing up is half the battle won."
"[13:28] One thing that we've been doing is focusing content on the benefits that are easy for the user to understand. Sometimes, for marketing teams, it's challenging to put ourselves in the user’s shoes."
"[19:27] I think a key thing in the DeFi space is that by default, a lot of people are very skeptical. And I think what it comes down to is that DeFi is creative in coming up with new ways for yield."
"[35:05] I think that’s something I personally hope to incorporate more – more storytelling, less technical information in my campaigns. I think that’s actually how marketing should evolve over time."
"[59:50] I think protocols shouldn’t sell their soul to the devil to give investors a sellout or buyout once the token is live. Dumping on users who’ve been with them for two, three, four years isn’t the way."
"[59:53] Transparency is really important when building a community... transparency about development goes a long way in building trust with the community."
"[50:19] We’ve gained a lot of traction from it – not just posting memes but doing calculations and things we can’t do on a main account. We do this through our intern, and connecting with KOLs is so much easier since we don’t have to be as formal."
"[54:38] ...it’s helpful that we have these smaller accounts where we can build DeFi strategies for the protocols we’re connected with."
"[1:00:48] So for community building and getting new users, make sure your team is active, and people at the core of what you’re doing are there. The community will follow them because they believe in and are inspired by them."
"[19:07] I think a key thing in the DeFi space is that by default, a lot of people are very skeptical...explaining where yield is coming from, as well as explaining security audits and highlighting these features, because the underlying tone when I learn about a new DeFi project is, 'Are they going to run away with the money"
"[23:44] When it comes to education, it’s about making sure we translate things into simple language so people can understand the potential and opportunities this represents."
"[46:49] …the founders should be engaged. And I think that’s one of the most important strategies that’s come up recently in this space. And it’s really working."
"[55:36] A lot of niche DeFi projects in ecosystems like Polkadot, ICP, or Multiverse, Polygon need to use different strategies. They often look at the top products on Solana or Ethereum and then try to deploy that into a niche ecosystem. That doesn’t often work as well."
Emily shares a final perspective on community and product alignment: "[1:20:50] ...having that dialogue and conversation with people who are testing your product, using your product, or validating a roadmap if it’s not built yet. That’s really the crux of building a community."
Inspirational Quote: "[1:21:21] Be yourself and be kind." :)