This is a side event organized by Cointelegraph during Consensus 2025 Hong Kong. This event has brought together some of the brightest minds in the Web3 space to discuss marketing strategies that work in the ever-evolving blockchain and cryptocurrency industry. This article highlights the key takeaways from the panel titled “Winning Web3: The Marketing Strategies That Actually Work”, with a focus on Anndy Lian’s contributions at the panel.
The Role of Key Opinion Leaders (KOLs) in Web3 Marketing
The panel began with a discussion on the role of Key Opinion Leaders (KOLs) in the Web3 space. Anndy Lian, a seasoned investor and author with a significant following on social media, emphasized the importance of distinguishing between influencers and true KOLs. He noted that while many influencers in the crypto space focus on promoting projects for short-term gains, true KOLs should provide meaningful insights and add long-term value to the ecosystem.
Anndy stated, “The term ‘KOL’ originally came from the Chinese market, where it was used to describe individuals whose opinions were recognized and respected. However, in today’s market, many so-called KOLs are merely influencers who focus on shilling projects without understanding their fundamentals. This is not sustainable.”
He further elaborated on the need for KOLs to act as thought leaders rather than just promoters. According to Anndy, the credibility of a KOL lies in their ability to produce valuable content and foster trust within their community.
Building Sustainable Communities
One of the recurring themes in Anndy Lian’s remarks was the importance of building sustainable communities. He argued that a strong community is the backbone of any successful Web3 project. Unlike traditional marketing, where the focus is on driving sales, Web3 marketing requires a more nuanced approach that prioritizes community engagement and education.
Anndy explained, “If you have a strong community, you can drive revenue and profits in the long term. It’s not just about building technology; it’s about building a vision that resonates with people. Projects should focus on setting clear targets for community building and delivering value to their members.”
He also highlighted the role of transparency and accountability in community building. Projects that fail to deliver on their promises or engage in unethical practices risk losing the trust of their community, which can be detrimental in the long run.
The Challenges of Working with Influencers
The panel also discussed the challenges of working with influencers in the Web3 space. Anndy shared his experiences as both an investor and a marketer, shedding light on the complexities of influencer marketing. He pointed out that while influencers can help projects gain visibility, the return on investment (ROI) is often unpredictable.
“Some influencers have millions of followers, but their engagement rates are low, and the ROI is disappointing. On the other hand, smaller influencers with niche audiences can deliver better results. It’s crucial to be mindful of what you want to achieve—whether it’s awareness, credibility, or direct sales—and choose your influencers accordingly,” Anndy advised.
He also cautioned against relying solely on influencers for marketing, as this approach can lead to unsustainable growth. Instead, he recommended a balanced strategy that combines influencer marketing with other tactics, such as content creation, partnerships, and community events.
The Importance of Due Diligence
Anndy Lian stressed the importance of conducting thorough due diligence before partnering with influencers or investing in projects. He shared a practical tip for evaluating influencers: “Talk to people in the industry and gather insights. For example, you can reach out to exchanges and ask about the performance of specific influencers. This will give you a better understanding of their impact and credibility.”
He also highlighted the need for projects to clearly define their goals and expectations when working with influencers. By setting measurable objectives and tracking performance, projects can ensure that their marketing efforts align with their overall strategy.
Avoiding the Pitfalls of Meme Coins and Unsustainable Projects
Anndy was vocal about the risks associated with meme coins and unsustainable projects. He acknowledged that while meme coins can attract attention and drive short-term gains, they often lack the fundamentals needed for long-term success.
“Meme coins are one of the easiest entry points for newcomers, but they come with a lot of risks. Many of these projects are driven by hype and lack a clear roadmap or utility. As a result, they fail to deliver value to their investors,” he said.
He urged investors and marketers to focus on projects with strong fundamentals, such as a clear use case, a dedicated team, and a sustainable business model. He also emphasized the importance of educating the community about the risks of speculative investments and encouraging responsible behavior.
Lessons from the FTX Collapse and the Importance of Security
Reflecting on the lessons learned from the FTX collapse, Anndy underscored the importance of security and risk management in the crypto space. He shared his personal experience of losing funds during the FTX debacle and offered practical advice to the audience.
“Always remember to cash out and secure your funds. Use hardware wallets and avoid keeping large amounts of money on exchanges. Even experienced investors can fall victim to phishing attacks, so it’s crucial to stay vigilant,” he warned.
Anndy also highlighted the need for greater accountability among KOLs and influencers. He called on them to be transparent about their affiliations and to prioritize the interests of their community over personal gains.
The Future of Web3 Marketing
Looking ahead, Anndy Lian expressed optimism about the future of Web3 marketing. He believes that as the industry matures, there will be a greater emphasis on quality over quantity. Projects that focus on delivering real value and building trust will stand out in an increasingly crowded market.
“The next wave of successful projects will be those that prioritize community building, transparency, and long-term sustainability. Marketing strategies should evolve to reflect these values, and KOLs should play a more active role in educating and empowering their communities,” he concluded.
Final Thoughts
The panel at Consensus 2025 provided valuable insights into the challenges and opportunities in Web3 marketing. Anndy Lian’s contributions stood out for their emphasis on sustainability, transparency, and community building. His practical advice and candid observations serve as a reminder that success in the Web3 space requires more than just hype—it requires a commitment to creating real value and fostering trust.
As the Web3 ecosystem continues to evolve, marketers, investors, and KOLs must adapt their strategies to meet the changing needs of the industry. By focusing on the fundamentals and staying true to their values, they can help shape a more sustainable and inclusive future for blockchain and cryptocurrency.
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”.
