The Taipei Blockchain Week 2024 brought together some of the brightest minds in the blockchain and Web3 space to discuss the future of the industry. One of the standout panels of the event was titled “How Influencers and Content Can Onboard More People onto Web3”, featuring a diverse group of panelists:

• Anndy Lian, Intergovernmental Blockchain Advisor
• Dan, representing Retail DAO
• Andrew Weiner, VP of WEEEX Global
• Emily Lai, CMO of HYPE

The discussion was lively, insightful, and packed with actionable advice on how influencers and content creators can help bridge the gap between Web2 and Web3, making blockchain technology more accessible to the masses. Below, we’ll explore the key takeaways and quotes from the panelists.

The Role of Authenticity in Influencer Marketing

One of the first topics discussed was the importance of authenticity in influencer marketing. Andrew Weiner emphasized that the biggest mistake in influencer marketing is working with influencers who don’t genuinely use or believe in the product they’re promoting. He stated:

“The worst mistake you can make with influencer marketing is getting people to say something good without them authentically using it. Today’s consumers want to see and be educated on how things actually work, not just be sold to.”

This sentiment was echoed by Dan, who shared his approach as a content creator. He explained that he only promotes projects he believes in and ensures transparency with his audience:

“If a company approaches me, I first have to find out if they’re going to be around in a few years. I also make it clear to my audience when content is sponsored. Authenticity is key.”

The panelists agreed that audiences are becoming increasingly savvy and can easily spot inauthentic endorsements. For Web3 projects, building trust through genuine engagement is far more effective than flashy but hollow marketing campaigns.

Community First: The Foundation of Web3 Success

Anndy Lian brought a unique perspective as both an investor and advisor. He stressed the importance of community-driven projects, stating that the strength of a project’s community often determines its success:

“I don’t look at the product first; I look at the community. If the community is strong and genuinely engaged, that’s a good sign. Projects that focus on building a real community will always have a better chance of succeeding.”

He also highlighted the pitfalls of working with influencers who have a short-term mindset, noting that some influencers are quick to sell their tokens, which can harm the project and its community:

“The worst kind of influencers are those who sell early. If you’re bullish on your project, you should hold and support it. A strong community and long-term commitment are what drive success.”

This focus on community was a recurring theme throughout the panel. Emily Lai summarized it well:

“At the end of the day, it’s not just about the go-to-market strategy. Consumers and communities need to genuinely want to engage with and use the product. That’s what creates lasting momentum.”

The Marketing Funnel for Influencers: Different Types for Different Stages

The panelists also discussed the different types of influencers and how they fit into the marketing funnel. Anndy Lian broke it down into three stages:

1. Awareness Stage:
   At this stage, projects can work with influencers who have large followings, even if their engagement is low or their content is less authentic. The goal is to create noise and get the project on people’s radar.
2. Engagement Stage:
   Here, projects should collaborate with influencers who have a more engaged audience, even if their reach is smaller. These influencers can help build trust and drive meaningful interactions.
3. Conversion Stage:
   Finally, projects need to work with high-integrity influencers who have built trust with their audience over time. These influencers can drive conversions and long-term loyalty.

Anndy explained:

“There’s no one-size-fits-all solution. You need to work with different types of influencers at different stages of your project. But ultimately, the goal is to build a community that’s real and engaged.”

The Challenges of Onboarding New Users to Web3

One of the biggest challenges in the Web3 space is onboarding new users, especially those unfamiliar with blockchain technology. Dan, who creates educational content for retail traders, shared his insights:

“The problem with getting people into DeFi is that it’s too complicated. There are too many steps, too many things to remember, and too many ways to lose money. It has to be a gradual process.”

He explained that his most popular content is often educational, such as tutorials on how to use platforms like Coinbase or how to navigate decentralized finance (DeFi). By breaking down complex topics into simple, actionable steps, he’s able to attract and retain a wider audience.

East vs. West: Differences in Influencer Marketing

The panel also explored the differences between influencer marketing in Asia and the West. Andrew Weiner noted that in the West, cryptocurrency has historically been viewed with skepticism, which has shaped the way content is created:

“In the West, crypto was a boogeyman for years. Now, the narrative is shifting, and people are more open to learning about these products. Educational content is crucial for onboarding new users.”

In contrast, Anndy Lian pointed out that in Asia, marketing strategies are often more aggressive and creative. He mentioned the prevalence of referral programs and multi-level marketing (MLM) models in the region, which can be highly effective in driving adoption:

“In the Chinese-speaking market, a lot of projects use referral or MLM strategies to onboard users. It’s very different from the West, where these methods are less common.”

Creativity in Influencer Marketing: Standing Out in a Crowded Market

As the Web3 space becomes increasingly competitive, creativity in marketing is more important than ever. Andrew Weiner shared an example of experiential marketing, which he believes is the next frontier:

“We recently partnered with Michael Owen, a world champion soccer player, to create unique experiences for our users. Instead of just giving away USDT, we’re offering opportunities to attend exclusive events, like coaching sessions or live games. These types of experiences are far more engaging and memorable.”

Anndy Lian added that some projects are even exploring unconventional platforms like OnlyFans to reach new audiences. While this approach may not be suitable for every project, it highlights the importance of thinking outside the box.

The Future of Influencer Marketing in Web3

As the panel wrapped up, the speakers shared their thoughts on the future of influencer marketing in the Web3 space. Emily Lai emphasized the need for authenticity and trust:

“The highest-tier influencers are those who have built trust with their audience over time. In a crowded market, trust is what sets you apart.”

Dan highlighted the importance of education:

“Educational content is key to onboarding new users. The more we can simplify and demystify Web3, the more people we can bring into the space.”

Finally, Anndy Lian reiterated the importance of community:

“At the end of the day, it’s all about the community. A strong, engaged community is the foundation of any successful Web3 project.”

Conclusion

The panel at Taipei Blockchain Week 2024 provided valuable insights into how influencers and content creators can help onboard more people onto Web3. From the importance of authenticity and community to the need for creativity and education, the discussion highlighted the many facets of effective marketing in the blockchain space. As the industry continues to evolve, these strategies will play a crucial role in driving adoption and building a more inclusive Web3 ecosystem.

Anndy Lian

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

www.anndy.com