When Web2 companies move into Web3, the first instinct is often to stick with what worked before—slick ads, loyalty programs, influencer campaigns. But here’s the catch: Web3 isn’t just a new market. It’s a new culture.
The #1 mistake most Web2 brands make is copy-pasting their old playbooks. Instead of attracting users, this often drives them away. That’s because in Web3, connecting with people looks very different than in Web2. Here, community building and trust are what matter most.
Why Web2 Marketing Initiatives Don’t Work in Web3
The Internet is now shifting towards a different space: the Web3. If your brand is planning to leap into this world, you have to know that your current marketing strategy might not work here. Here’s why:
A Different Audience Mindset
In Web3, users expect to have a voice in the products or services they use. They don’t just want to buy from brands—they value decentralization, fairness, and ownership above all. If you treat them like passive customers, they’ll walk away.
Community Over Customers
In Web2, you’re chasing sales. In Web3, your priority should be community building. The people who join your project don’t just want to consume; they want to contribute. Think less about “customer acquisition” and more about shared identity.
A Trust Gap You Can’t Ignore
The cryptocurrency world has seen scams, hacks, and broken promises. Glossy ads and big slogans don’t fix that. What does? Transparency—open code, AMAs, and proof of progress.
Culture Moves at Lightning Speed
In Web2, you might plan a campaign for months. However, in Web3, everything moves quickly. It can take just overnight for trends, narratives, or memes to change.
If you can’t keep up with this type of marketing, you’ll immediately look outdated—even at the moment of your launch.
Tokens Change the Game
In Web3, users expect more than brand stories. They expect to be rewarded for their contribution, as the Web3 space is more about ownership. And in their contribution to improve your project, you have to give them something in return–whether an NFT, token, or even governance rights.
The Most Common Pitfalls Web2 Brands Fall Into
Knowing the mistakes that other brands make as they shift towards Web3 will help you make informed decisions about your next steps. So, below are the common pitfalls Web2 brands fall into:
Talking At the Community
Broadcasting polished messages instead of listening feels tone-deaf. In Web3, communities expect dialogue and co-creation.
Ignoring the Right Platforms
In the Web3 space, it’s no longer just Twitter and LinkedIn that get reach. Platforms that can spark genuine conversations with the brand are more popular, like Discord and Telegram. Brands that skip these miss the heart of the community.
Overproducing Content
In Web3, authenticity matters most. If you’ve poured out resources in expensive video campaigns and ads, chances are, they might not perform as well in Web3 as they did in Web2. What will resonate more with the Web3 audience is rawness. They are more powerful in creating genuine connections with your target audience.
Forgetting Education
Many users are new to wallets, staking, or DAOs. Assuming they already know leads to frustration. Brands that explain clearly and patiently earn lasting trust.
Chasing Hype Over Value
Flash promotions and giveaways pump numbers for a week. But without real utility, these tactics collapse—and damage credibility long term.
What Web2 Companies Can Do Differently
Web3 marketing is not as daunting as you might think, if you have sufficient knowledge and proper planning. Here’s what you can do to avoid costly mistakes:
Listen Before Launching
Before spending a dollar, spend time inside Discord chats, Telegram groups, and community calls. Listen to the language, pain points, and culture.
Bring in Crypto-Native Voices
Hiring cryptocurrency marketers who already live in this space helps prevent rookie mistakes. They’re familiar with the jokes, the unspoken rules, and the platforms. They can also inform and educate users in ways that are easy to understand. Plus, they have an audience of their own, which then expands your market.
Start with a Small Project
Test ideas with pilot communities or limited releases. In Web3, overpromising before proving value almost always backfires.
Reward Participation
Tokens, NFTs, or even early-access perks show users they’re more than just numbers in a campaign performance—they’re co-owners of the journey.
Stay Agile
Web3 moves fast. Narratives shift weekly. Brands that can pivot quickly—whether in messaging, incentive systems, or partnerships—win trust and relevance.
Your Next Step: Partner with Skyline
The old playbook doesn’t work here. Web3 is about collaboration, transparency, and shared value. Brands that copy Web2 tactics will waste money and lose trust. Brands that learn to listen, engage communities, and reward participation will earn loyalty that no billboard or paid ad could ever buy.
And we know that making a shift from Web2 to Web3 marketing won’t come easy. For one, talking to the community will look different from building it with them.
The good news is that there are plenty of providers who’ll help you get your brand all set for Web3, like Skyline. Skyline has been partnering with fintech, crypto, and e-commerce brands and has been creating campaigns designed for Web3 long before it even emerged.
If you’re hesitant to leap into the world of Web3, we’ve got your back. Reach out now–Skyline team is always ready when you are.
