Footprint Analytics

Posted on May 31, 2023Read on

What is Web3 influencer marketing? How does it work?

Footprint Analytics

Author: [email protected]

Web3 influencer marketing has emerged as a distinct approach that sets itself apart from traditional influencer marketing. In this article, we will delve deeper into the distinctive characteristics of Web3 influencer marketing, highlighting the niche subset of influencers, the importance of trust and neutrality, and the community-based channels and initiatives that drive engagement in this space. Additionally, we will discuss the role of product-led marketing and the emphasis on building trust throughout the marketing funnel.

1. Niche Subset of Web3 Influencers

Unlike traditional influencer marketing, Web3 influencer marketing revolves around a specific subset of influencers who hold expertise and credibility within the blockchain community. These influencers, trusted by others in the Web3 space, possess deep knowledge of decentralized technologies, cryptocurrencies, and the principles of blockchain. Their unique positioning allows them to effectively engage with the Web3 audience.

2. Trust and Neutrality as Cornerstones of Web3 Influencer Marketing

Web3 participants are inherently skeptical of paid promotions and shilling. The decentralized nature of Web3 technologies promotes a culture of transparency and authenticity. As a result, Web3 influencers prioritize maintaining their reputation and neutrality. Any indication of insincere endorsements or undisclosed incentives can severely damage an influencer’s credibility and trust within the community. Consequently, brands seeking to collaborate with Web3 influencers must prioritize genuine engagement and value creation.

3. Community-Based Channels and Initiatives

In Web3 influencer marketing, the focus shifts from direct transactions to fostering meaningful interactions within the community. Influencers actively engage with their audience through various channels such as Twitter spaces, Discord servers, IRL events, and other community-based initiatives. These channels allow for direct conversations, knowledge sharing, and the formation of a strong and interconnected community.

4. Product-Led Marketing and Trust Building

Web3’s close-knit community and emphasis on trust make product-led marketing an effective strategy. Rather than relying solely on cheap shoutouts for generating awareness, Web3 projects invest in educating influential accounts about their products or services. By providing value through educational content, projects can establish trust and interest more extensively throughout the marketing funnel. This approach allows influencers and their audience to make informed decisions, fostering genuine engagement and adoption.


Web3 influencer marketing presents a distinct paradigm compared to traditional influencer marketing. The niche subset of Web3 influencers, the emphasis on trust and neutrality, and the focus on community-based channels and initiatives shape the dynamics of this marketing approach. Understanding these unique aspects enables brands to effectively navigate the Web3 space, building meaningful relationships, and driving authentic engagement within the blockchain community. By adopting a product-led marketing approach, brands can establish trust, educate influencers, and facilitate the organic growth of their projects in the Web3 landscape.

This piece is contributed by the Footprint Analytics community.

The Footprint Community is a place where data and crypto enthusiasts worldwide help each other understand and gain insights about Web3, the metaverse, DeFi, GameFi, or any other area of the fledgling world of blockchain. Here you’ll find active, diverse voices supporting each other and driving the community forward.

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