Founder Led Web3 Marketing Guide

Let’s be honest: we’re all tired of being bombarded by ads. Whether it’s a 90-second commercial on YouTube or a salesy podcast interruption, our first instinct is to skip. This dislike for ads is especially strong in the Web3 world, where people are extra wary of hype and rug pulls.

If you’re a Web3 founder, you’ve probably been told, “Talk about your product on Twitter” or “Be open on social media.” But there’s a big difference between sharing real value and forcing a promotion. Most of us scroll right past anything that screams, “I’m here to sell you stuff.”

The good news is there’s a better way. It’s called founder-led marketing, and it works when you:

1. Put your followers’ needs first.

2. Create posts that help or entertain people.

3. Talk about your product in a way that doesn’t feel like a pushy advertisement.

By the end of this blog, you’ll know how to shift from shill mode to a more thoughtful product manager mindset. Along the way, we’ll look at examples, common pitfalls, and tips you can try right now.

Why All Ads Feel the Same

When people sense something is an ad, their guard goes up. They feel talked at, not talked with. In Web3, where folks have been burned by big promises and rug pulls, trust is even harder to earn.

Every time you post about your own project online, you’re basically making an ad. It might sound harsh, but it’s true—once you say “Check out my DEX” or “My NFT project just launched,” you’re promoting your stuff. Does that mean you should never talk about your project? Not at all. You just need to do it with restraint and care.

Think Like a Product Manager

A product manager (PM) in tech focuses on what real users want or need. PMs ask questions like:

? “What problem am I solving for my users?”

? “What do my users want to learn or do?”

? “Is this feature making people’s lives easier or more fun?”

When you create social media content, imagine you’re a PM for your followers. Instead of thinking, “How can I get them to buy my token or join my Discord?” ask, “How can I make their day better?”

Two Ways to Make People Care

1. Be Helpful: Teach them something new, share tips, explain a complex idea in simple words, or show them how to use a specific tool.

2. Be Entertaining: Make them laugh, tell a personal story, share memes that hit close to home, or talk about your latest struggles in a funny way.

If you can do both at once—be helpful and entertaining—you’re golden. That’s when people start to see you as a valuable person to follow, not just another account hawking a product.

Why People Post Boring Ads

Let’s be fair: when we start a project, we’re excited. We want everyone else to see how awesome it is. So we post about it nonstop, hoping that our excitement will convince them to care. But from the outside, it looks like spam.

If you notice nobody likes, retweets, or comments on your “big announcements,” it’s not because your project is bad. It’s because your approach might be off. If you’re only posting “ads,” your followers’ brains shift to “skip mode.”

Example of a Shilly Tweet:

“My new NFT marketplace is going to change the world! Check it out now or you’ll miss the next 100x.”

No one wants to be guilt-tripped into checking out your product. So how do we avoid this?

Crafting Better Founder Led Content

1. Use a “Value-First” Ratio

Think of yourself as a TV network. TV shows are the content people want, while commercials are what they tolerate. TV typically has around 13 minutes of ads for every 60 minutes of programming, which is roughly a 2:7 ratio (ads:content).

On social media, aim for something like a 1:9 ratio where only about 10% of your posts directly promote your project. The rest should inform, entertain, or inspire.

Example Posting Plan:

1. Funny meme about the crypto market.

2. Industry insight on cross-chain transactions.

3. Personal story about a challenge you faced building your product.

4. Comment on a recent market trend or a new protocol you admire.

5. Helpful resource link (e.g., “Here’s a great article on ZK-rollups I found.”).

6. Question asking your followers how they handle a certain crypto problem.

7. Mini-case study: “I tried this aggregator and here’s what I learned.”

8. Another meme or joke about losing gas fees.

9. Personal reflection: “What I wish I knew before starting a Web3 project.”

10. Promotional post: “Our new feature is live! It cuts swap times by 30%. Try it here: [Link].”

Now, when you do promote, people don’t mind as much, because you’ve built up goodwill.

2. Make Promotional Posts Interesting

Shilling doesn’t have to be boring. In fact, the best promotions don’t feel like promotions. They tell a story or share a funny moment:

“We just launched a new yield aggregator. Last week was a mess—we nearly crashed our testnet with all the transactions. But we pulled through, and now it’s faster and cheaper than our old version. Check it out if you want a smoother yield farming experience.”

This approach feels more personal and genuine. You acknowledge the ups and downs of building something. People relate to that honesty.

3. Show, Don’t Tell

Instead of shouting, “We’re the best cross-chain bridge,” show real results. For example:

“User @CryptoCat just swapped in under 3 minutes using our aggregator, while it took them 20 minutes on a competitor’s. They also saved $50 in fees. That’s why we built this—to make bridging less painful.”

Sharing real numbers and user stories is powerful. It reads like proof, not marketing fluff.

Short History of Advertising & Why Web3 Is Different

Traditional ads used to work when people had fewer choices for entertainment. Newspapers, TV, and radio were the main channels, and ads were hard to escape. But with social media, users are in total control. They can skip, block, or unfollow in seconds.

In Web3, there’s another layer of cynicism. Many have seen scams, vaporware, and big talk. So when they see yet another “revolutionary NFT drop” or “guaranteed 1000% APY,” they’re quick to roll their eyes. Building trust in crypto communities is about showing progress, proving you’re legit, and being real.

Examples of Founders Who Got It Right Founder-Led Web3 Marketing

1. Rushi and Parallelized VMs

Rushi shared thoughtful threads on why parallel processing in blockchains matters. He broke down complex concepts like concurrency, inscriptions, and how they affect user experience. People found his threads helpful, so he gained a following.

Eventually, when he promoted his own project, folks listened because they already saw him as a source of good info.

2. Keone and the Monad Project

Keone often wrote about the process of hiring, building community, and shaping the culture around his L1 project.

He didn’t just say “Monad is awesome”; he posted stories, advice, and lessons learned. People appreciated the transparency and began trusting him more.

Common Problems and How to Fix Them

Problem 1: Posting Nothing But Ads

Solution: Try the 1:9 ratio (or 2:7 if you’re feeling brave). Make sure most of your content is helpful or entertaining. Post about your personal journey, share news from the space, post memes—anything that’s not purely “buy my token.”

Problem 2: Inconsistent Posting

You spam for a week, then vanish for a month.

Solution: Set aside at least 30 minutes a day or 2 hours a week to plan and schedule content. Use free tools like Trello or Notion to brainstorm ideas. Consistency matters more than the perfect single tweet.

Problem 3: Ignoring Replies or Feedback

If you never reply to comments, people feel like they’re talking to a wall.

Solution: Engage back! Likes and short replies go a long way. If someone asks a question, answer it quickly. Show your community you’re listening.

Problem 4: Overly Technical Jargon

Some founders write posts so dense with acronyms that people tune out.

Solution: Use simpler words. Imagine explaining your project to a smart 12-year-old or a friend who’s new to crypto. Save deep technical details for whitepapers or dev calls.

Balancing Self-Promotion and Value

People often wonder, “How do I talk about my project and still be helpful?” Here’s one approach:

1. Educate with Real Examples

If you’re building a DEX aggregator, teach people how to reduce fees overall, not just on your platform. That info helps them, and naturally, they’ll see your aggregator as a possible solution.

2. Tie Stories Back to Your Project

Maybe you spent weeks dealing with testnet issues. Share the story in a funny or relatable way. End with how you fixed it and how that improves user experience.

3. Ask for Input

“We’re thinking of adding a new feature that automatically rebalances your yield farming strategy. Would that help you guys? Let me know in the comments.”

Now you’re not just telling them “We have a product.” You’re asking for feedback, which creates conversation.

The Power of Consistency

It’s tempting to think you can do a 2-week Twitter sprint and gain 10k followers. But real growth usually takes months or years.

The good news is that if you stay consistent posting valuable and entertaining stuff your audience will steadily grow.

You’ll attract people who genuinely care about what you have to say.

Collaborations and Partnerships

When you build a decent audience, you can team up with other founders for:

? Joint AMAs: Host a Twitter Space or Discord AMA, talk about industry trends, and cross-promote each other’s projects.

? Content Partnerships: Guest posts in each other’s newsletters or Substack articles.

? Co-marketing: Announce a product integration together, each founder sharing it to their community.

This creates synergy and increases your reach. Just keep it natural—don’t overdo it with forced hype.

Traps to Avoid

1. Shilling Too Hard: If your timeline looks like a never-ending billboard, people will mute or block you.

2. Ignoring Negative Feedback: When someone critiques your project, don’t just brush them off. Sometimes, that feedback helps you spot real issues.

3. Faking Testimonials or Stats: Crypto folks are quick to sniff out fake numbers. If you’re not genuine, it’ll backfire.

4. Over-Promising: Saying “guaranteed 100x” or “we’re the best chain ever” ruins trust when reality fails to match the hype.

Benefits of Doing It Right Founder-Led Web3 Marketing

1. Stronger Community: People trust a founder who provides value and engages.

2. Word of Mouth: When your content is interesting, folks share it. Free marketing!

3. Easier Hiring: Talented devs want to work for authentic teams.

4. Better Partnerships: Other projects see you as a credible founder they can collaborate with.

5. Fundraising Edge: Investors like seeing a founder with an engaged, authentic following. It shows there’s real interest behind the project.

Conclusion

Founder-led marketing isn’t about tricking people or shilling nonstop. It’s about being a genuine builder who shares helpful and entertaining content.

? Show folks what you’ve learned.

? Let them see both the wins and mistakes.

? Keep a friendly, consistent presence on social platforms.

Yes, it’s a slow burn. But if you stick with it, you’ll earn trust, grow an engaged community, and make your life much easier when it comes to hiring, partnerships, and even fundraising.

Remember: Not everyone in Web3 is going to love you right away. But if you put in the hours, stay true to yourself, and constantly think like a product manager for your followers, you’ll stand out from the endless noise on Crypto Twitter. And that, in the long run, is how you truly win at founder-led marketing.

By the way, thanks for reading! If you’re looking to build your own founder-led personal brand, feel free to DM me Jaypalsinh Jadeja . I have three years of hands-on experience in personal branding and content creation, and I’d be happy to chat about ways to sharpen your online presence.

Keep building, stay authentic, and good luck!