Winning Crypto Mindshare
How your team can build influence, growth, and engagement on X
Last issue we covered the Fundamentals of Crypto Marketing, we’re now diving into the heart of crypto culture: X.
X is where narratives are shaped, projects gain traction, and communities interact. If your team isn’t actively engaged, you’re missing out on the main crypto marketing channel.
But here’s the truth: marketing isn’t just about posting more. It’s about building relationships, crafting compelling narratives, and engaging strategically. Whether you’re a founder, BD lead, DevRel, or social media manager, mastering X is a team effort.
It All Comes Down to Distribution
In web3, the best product doesn’t always win—the teams with the best distribution do. Yet, many core teams are silent on X or treat distribution as an afterthought when it should be a core focus.
The best web3 projects create self-sustaining ecosystems where the community drives engagement and growth organically.
✅ Founder & team-led marketing always wins. Authentic engagement from founders and core teams builds trust, credibility, and long-term momentum.
✅ Consistent, intentional distribution builds visibility. Posting once in a while isn’t enough—showing up daily turns communities into ecosystem ambassadors.
✅ Memes are catalysts. More than just funny jokes, memes simplify complex ideas, capture mindshare, and rapidly spread key narratives.
A great product without distribution is like a tree falling in a forest with no one around—it might as well not exist.
Marketing isn’t just about pushing a message—it’s about connecting people with solutions they need. The strongest web3 brands don’t just build a large following; they create movements. Distribution is a long-term investment in growth and needs to be prioritized.
Why X Matters in Crypto
If your project isn’t active on X, it’s invisible. 90% of crypto marketing happens here—its where narratives form, partnerships emerge, and ecosystems grow. A strong presence can make or break your project’s success.
Yet, many teams fall into common traps:
They post inconsistently and expect results.
They chase vanity metrics like follower count instead of real engagement.
Worst of all, they ignore the conversations that actually build community.
To truly master X, your team must go beyond just posting. Here’s how to turn X into a high-impact marketing channel:
1. Everyone on the Team Should Be Active
Marketing isn’t just the CMO’s job, and no single person—no matter how magical your intern—can create mindshare alone. Founders, BD, DevRel, ops, and even engineers all play a role in shaping core narratives. If your team doesn’t care enough to engage, why should anyone else?
Here’s what this looks like in action:
🧠 Founders – Share insights, thought leadership, and vision.
🤝 BD team – Highlight partnerships, deals, and ecosystem updates.
💪 DevRels – Simplify complex ideas for builders and developers.
📣 Marketers – Amplifies and aligns all narratives with the bigger vision.
Your core team is your strongest KOL—use them to build the best marketing engine. When your founders and core contributors engage directly, people pay attention.
2. Build an Engaged Community
Crypto marketing isn’t about blasting messages—it’s about guiding users through a well-designed marketing funnel: Discovery → Engagement → Use → Retention. A strong funnel doesn’t just attract attention; it nurtures long-term participation.
But discovery and attention aren’t just about numbers—connection matters. Engagement > follower count. The best web3 projects don’t chase mass followers overnight. Instead, they find the right people—those who care about what they’re building.
What to Focus On
✅ High-quality conversations – Reply, comment, and jump into relevant discussions.
✅ Authenticity – Share your wins, your journey, and even lessons from your failures.
✅ Memes & culture – Crypto is built on memes—lean into them.
What to Avoid
❌ Running engagement campaigns that attract bots
❌ Chasing vanity metrics instead of real connections
❌ Buying KOL shills with no long-term ROI
Most paid KOL campaigns deliver low ROI—they create short-term hype but don’t build real communities. Instead, leverage your best KOLs—your team—to build genuine relationships with aligned voices. Prioritizing authentic engagement early helps establish a strong foundation. Over time, this network expands organically, maximizing reach with people who actually care about what you’re building.
3. Measure What Matters
Tracking both quantitative and qualitative metrics is key. Numbers like engagement rate and TVL are important, but so is brand perception, community sentiment, and organic advocacy.
✅ Engagement rate – Likes, replies, and meaningful discussions.
✅ Conversion rate – How many followers turn into actual users?
✅ TVL impact – Is your messaging translating to onchain activity?
✅ Retention & loyalty – Are users coming back or referring you?
Stop chasing hype—measure what moves the needle. Crypto marketing isn’t just about impressions—it’s about creating real engagement and enrollment.
4. Master the Art of Replying
Crypto Twitter is web3’s #1 discovery channel. When users hear about a project, the first thing they check is its X page. If you’re not active, you don’t exist.
Engagement on X isn’t just about posting—it’s about relevance, speed, and even wit. The best accounts don’t just tweet; they jump into conversations, shape narratives, and stay visible.
Here’s how to win the reply game:
🔥 Be early. First replies get the most traction—set notifications for key accounts.
📸 Use visuals. A strong reply combines text with an eye-catching image or meme.
🎯 Pick your niche. Traders? Devs? Degens? Speak their language.
💬 Engage with reply guys. Replying to top comments boosts visibility.
⏳ Stay consistent. A following isn’t built overnight. Show up daily.
Want to win but not spend all day on X? Stay sharp, stay fast, and stay funny. Keep a meme folder ready, engage regularly, and make your presence impossible to ignore.
5. Build in Public—Transparency Wins
In crypto we say “Don’t trust, verify.” The best teams build in public, turning transparency into a competitive advantage.
Great marketing doesn’t just get attention—it sparks interest and creates tension about what you are building by challenging the status quo and making assertions about change that feels inevitable.
How to do it right:
✅ Share behind-the-scenes updates – Roadmaps, features in development, and milestones.
✅ Celebrate wins—and acknowledge setbacks. Authenticity builds credibility.
✅ Engage your community in decision-making – Polls, AMAs, and open discussions make users feel invested.
If you don’t believe in your project enough to show it in progress, why should anyone else?
An X Playbook Doesn’t Win Mindshare—Showing Up Does
Marketing isn’t just about getting attention—it’s about making an impact. The best marketing doesn’t just get noticed; it changes behavior. The strongest web3 projects don’t just sell products—they build tribes and cultivate an identity that makes people feel part of something bigger.
Mastering X is about creating narratives that stick, engaging like an insider, building long-term relationships, and measuring real impact. Great marketing isn’t random—it’s consistent and strategic.
✅ Show up daily—engagement builds presence over time.
✅ Use multiple formats—blogs, videos, Spaces, memes.
✅ Plug into trends wisely—staying relevant matters.
Crypto is an attention game—earn it, keep it, and turn it into a flywheel for growth.
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If you found this valuable, share it with builders who care about execution and reach out to me on X @0xSiddhearta to let me know your thoughts.