Author: milian
Compiled by: Deep Tide TechFlow
The fact is simple: the best ideas don't always win—gaining attention is key.
The success or failure of a project hinges on its ability to attract, inspire, and leave a lasting impression. Ultimately, success depends not only on innovation but also on storytelling and the strength of dissemination. Polymarket was not the first crypto prediction market; Augur launched back in 2015. Uniswap was not the first decentralized exchange; EtherDelta achieved that in 2017. What about OpenSea? RareBits got to market first in 2018. The focus is clear: while first-mover advantage is important, it's not decisive. Execution, narrative ability, and timing are the real keys. Of course, an excellent user experience is also essential. 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, the cultural dynamics of Generation Z, and the influence of meme culture, discussing how projects can stand out in a competitive environment.
Founder-led marketing
This is something we all know well now. In this space, the voice of the founder often shapes the image of the project. Leaders like Vitalik, Anatoly, Mert, Keone, and CZ are well-versed in this. A founder's ability to clearly articulate a vision, engage authentically with the community, and tell compelling stories often matters more than a strong technical foundation.
Why? Because the connection between people is key. Audiences are more easily moved by authentic expressions rather than carefully packaged promotions. A friendly, charismatic founder can transform an idea into a movement, turning followers into loyal supporters. People follow not the logo, but the person behind it.
It's not just about technical expertise; it's about humanity. Founders who build emotional connections with their audience by sharing insights, ideas, and everyday life become the core of the project. They are not just leaders; they are storytellers.
Team-driven momentum
While the founder sets the tone, the role of the team is to amplify and disseminate this message. Actively engaged team members can provide new perspectives, making the project's value easier to understand. Teams that encourage creativity and open discussion are more likely to attract and retain users.
Recently, I noticed that the @OmniFDN and @EclipseFND teams are doing a fantastic job in this regard. They attract many builders in the crypto space by sharing profound educational content about marketing and business development. At the same time, they publish thought-provoking content that resonates with the broader crypto community, effectively expanding their influence. Special thanks to @0xMatt1, @grahamfergs, and @akachacolate for their amazing contributions.
Diversity in teams can create a multiplier effect by connecting different communities and reaching new audiences. For example, despite the significant cultural differences between the Milady and Pudgy Penguins communities, a great team can link these disparate groups together, driving growth and interaction.
I notice many team members on Twitter only talk about how great their project is. While there's nothing wrong with that, it limits their influence. To expand impact and attract more attention, try diversifying content. Share insightful, educational, or entertaining content to engage a broader audience, not just specific areas of the project. Discuss industry trends, share personal insights, or explore off-topic discussions to keep content lively and engaging. Use X Analytics to identify what resonates most with the audience and reinforce it further.
Be the protagonist of your unique story. As your audience grows and their interest in your content increases, they will naturally become curious about the project you are building.
The definition of a protagonist lies not in the importance of their role but in the change they bring. What resonates most is the impact you create and the journey you share.
Generation Z's perspective
A tribute to the mysteries like Milady, 21e8, Urbit, Kinode, etc.
Let's talk about Generation Z—my generation. We are emerging as a force in the crypto space, and we have our own set of rules. Authenticity, humor, and relevance matter more to us than traditional corporate promotions. Polished and serious marketing approaches don't work; we value novel memes, unique brand identities, and transparent, direct communication. If you want to grab our attention, you must speak our language.
We easily recognize inauthentic performances and cannot tolerate boring or outdated content. Brands that dare to use humor, bold narratives, and open interaction tend to be more successful. It's not about striving for perfection; it's about striving for relatability. Make us laugh or resonate with our culture, and you will stand out.
We have been through a lot, growing up in meme culture. We know what creative content looks like. To remain relevant, projects need to understand what we like: the visuals of movies, the music we listen to, the memes that make us laugh, and 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.
Don't think you can take shortcuts. If you rely on tools like ChatGPT to communicate with Generation Z, you'll ultimately fall behind. A poorly made meme will embarrass us and may drive us away.
The core of Generation Z's language is meme culture, which is key to connecting with this digital-native generation.
Meme culture: The language of Generation Z
The slide is from @BasedBeffJezos
Meme culture is not just for laughs; it is a powerful cultural force. Great projects leverage meme culture to simplify complex concepts, making them easy to spread and hard to forget. When a project masters meme culture, it means they know how to amplify their influence.
Meme culture can create a snowball effect. Once mastered, people will share and adapt your content for fun and value. It's not just about motivation; it's about having fun, which is the reason for community thriving.
Meme culture is not just about Wojak or Pepe-type "memes." It manifests in animation, visuals, and writing styles. Meme culture is the music that builds hype for your important announcements, the fonts and color combinations that make your brand instantly recognizable. It's the subtle wording in your tweets that people can't help but repeat. It's the handmade merch that people genuinely want to show off—like socks, Muay Thai shorts, or hoodies. Meme culture is everywhere. We live in an era where humanity, technology, capital, and memes evolve together. Meme culture is the trend, and people love trends.
Evoke emotions.
Turn traditionally boring things into something incredibly cool; meme culture can do that. Special thanks to @bioprotocol for their outstanding contributions in making DeSci resonate emotionally.
If science can change the world, why hasn't it done so yet? — @bioprotocol
Hire top GFX and VFX designers. Collaborate with great editors. Combine memes with high-quality production. Capture the spirit of the times.
Make your stuff cool.
The reality is: the toughest game in the crypto space is gaining attention. Even if you create something amazing, if no one notices, it can easily drown in the sea of information.
Successful projects rely not only on their excellence but also on connecting with people. In this fast-changing field, your story and community support are crucial.
