Author:milian
Compiled by: TechFlow
The fact is simple: the best ideas do not always win - gaining attention is the key.
The success or failure of projects depends on their ability to attract, inspire, and leave a lasting impression. Ultimately, success depends not only on innovation, but also on the story being told and the strength of its dissemination. Polymarket was not the first crypto prediction market, as Augur had already launched in 2015. Uniswap was also not the first decentralized exchange; EtherDelta achieved this in 2017. What about OpenSea? RareBits had already entered the market in 2018. The point is clear: while first-mover advantage is important, it is not a decisive factor. Execution, storytelling, and timing are the true keys. Of course, an excellent user experience is also indispensable. This article explores how to drive the survival and development of crypto projects through marketing, not just technology. I will analyze founder-led marketing, team-driven strategies, Gen Z cultural dynamics, and the influence of Meme studies, to discuss how projects can stand out in a highly competitive environment.
Founder-led Marketing
This is something we are all now very aware of. In this field, the voice of the founder often determines the image of the project. Leaders like Vitalik, Anatoly, Mert, Keone, and CZ are well-versed in this. The founder's ability to clearly express their vision, genuinely interact with the community, and tell compelling stories is often more important than a strong technical foundation.
Why? Because human connections are the key. Audiences are more easily moved by authentic expression, rather than carefully crafted promotion. A charismatic, approachable founder can turn an idea into a movement and transform followers into loyal supporters. People follow the person behind the logo, not just the logo itself.
This is not just about technical expertise, but about human nature. Those founders who establish emotional connections with their audience by sharing insights, ideas, and their daily lives become the core of the project. They are not just leaders, but storytellers.
Team-driven Momentum
While the founders set the tone, the team's role is to amplify and disseminate this message. Actively engaged team members can provide new perspectives, making the project's value more easily understood. Teams that encourage creativity and open discussion are more likely to attract and retain users.
Recently, I've noticed the @OmniFDN and @EclipseFND teams doing an excellent job in this regard. They have attracted many crypto builders by sharing insightful educational content on marketing and business development. They have also released thought-provoking content that resonates with the broader crypto community, effectively expanding their reach. Special thanks to @0xMatt1, @grahamfergs, and @akachacolate for their outstanding performance.
Team diversity can create a multiplier effect by connecting different communities and reaching new audiences. For example, although the Milady and Pudgy Penguins communities differ greatly in culture, an excellent team can link these independent groups, driving growth and interaction.
I've found that many team members on Twitter only talk about how great their project is. While there's nothing wrong with that, it limits their impact. To expand influence and attract more attention, try diversifying the content. Share some insightful, educational, or entertaining content to attract a wider audience, not just those specific to your project. Discuss industry trends, share personal insights, or explore topics unrelated to your work to keep the content lively and engaging. Use X Analytics to identify the content that resonates most with your audience and further amplify it.
Become the protagonist of your unique story. As your audience grows and they become interested in your content, they will naturally become curious about the project you are building.
The definition of a protagonist is not about the importance of their role, but the change they bring. The most resonant is the impact you create and the journey you share.
The Gen Z Perspective
Paying tribute to the mysterious Milady, 21e8, Urbit, Kinode, and others
Let's talk about Gen Z - my generation. We are emerging as a new force in the crypto space, and we have our own set of rules. For us, authenticity, humor, and relevance are more important than traditional corporate marketing. Polished, serious marketing approaches don't work; we value novel memes, unique brand identities, and transparent, direct communication. If you want to capture our attention, you need to speak our language.
We are quick to identify inauthentic performances and cannot tolerate boring or outdated content. Brands that dare to use humor, bold narratives, and open interaction are often more successful. It's not about perfection, but about relatability. Make us laugh or resonate with our culture, and you'll stand out.
We've been through a lot and have grown up in meme culture. We know what creative content looks like. To stay relevant, projects need to understand what we like: the visual effects of movies, the music we listen to, the memes we laugh at, the emojis we use. To connect with us, you need to be at the forefront of culture.
We all appreciate Teamspeak's efforts in this regard... you know what I mean.
Don't think you can take shortcuts. If you rely on tools like ChatGPT to communicate with Gen Z, you'll ultimately fall behind. A poorly made meme will embarrass us and may even drive us away.
The core of Gen Z's language is Meme studies, which is the key to connecting with this digital native generation.
Meme Studies: The Language of Gen Z
Slides from@BasedBeffJezos
Meme studies are not just for humor, but a powerful cultural force. Excellent projects will leverage Meme studies to simplify complex concepts, making them easily shareable and unforgettable. When a project masters Meme studies, it means they know how to amplify their influence.
Meme studies can create a snowball effect. Once you've grasped it, people will share and adapt your content for the fun and value. It's not just about incentives, but about enjoying the experience, which is the reason for a thriving community.
Meme studies are not just about "memes" like Wojak or Pepe. It's manifested in animations, visual effects, and writing styles. Meme studies are the music that hypes up your important announcements, the fonts and color schemes that instantly identify your brand. It's the subtle phrasing in your tweets that people can't help but repeat. It's the handcrafted merchandise people genuinely want to flaunt - like socks, muay thai shorts, or beanies. Meme studies are everywhere. We live in an era of the co-evolution of humans, technology, capital, and memes. Meme studies are the trend, and people love trends.
Evoke emotions.
Meme studies can make traditionally boring things incredibly cool. Special thanks to @bioprotocol for their outstanding contributions in making DeSci emotionally resonant.
If science can change the world, why hasn't it yet? - @bioprotocol
Hire top-notch GFX and VFX designers. Collaborate with excellent editors. Combine MEME with high-quality production. Capture the spirit of the times.
Make your stuff cooler.
The reality is: The hardest game in the crypto space is to get attention. Even if you create something amazing, it's easy to get lost in the sea of information if no one notices it.
Successful projects don't just rely on their own excellence - they connect with people. In this fast-changing field, your story and the support of the community are key.
