Winning Web3: The Marketing Strategies That Actually Work – Cointelegraph

Winning Web3: The Marketing Strategies That Actually Work – Cointelegraph

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.

 

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US economic fears and Bitcoin: Saylor’s US$16T reserve plan

US economic fears and Bitcoin: Saylor’s US$16T reserve plan

As I reflect on the complex interplay of global financial dynamics, US economic indicators, and the bold proposal for a US Strategic Bitcoin Reserve championed by Michael Saylor, I find myself intrigued and cautious about the implications for investors, markets, and the broader economy.

The recent pullback in global risk sentiment, driven by concerns over the US economy’s health, paints a picture of uncertainty that resonates deeply with the volatile movements in Bitcoin and other asset classes. Treasury yields have been falling across all maturities since mid-January as investors flock to the safety of fixed-income assets, signalling a shift toward risk aversion, with havens like the yen and Swiss franc gaining ground.

At the same time, the US dollar experiences its longest losing streak. This backdrop of faltering confidence in US economic outperformance and mixed signals from employment data—non-farm payrolls rising by 151,000 in February but the unemployment rate ticking up to 4.1 per cent—creates a fragile foundation for risk assets, including cryptocurrencies.

The data from China further complicates the global economic outlook. Consumer inflation falling below zero for the first time in 13 months, amid persistent deflationary pressures, underscores weakening demand and raises concerns about the health of the world’s second-largest economy. This, in turn, has a ripple effect on commodities like Brent crude, which hovers around US$70 per barrel despite a modest 1.3 per cent uptick, as weak Chinese economic data dampens oil demand expectations.

Meanwhile, US equity markets show resilience, with the MSCI US index edging up 0.5 per cent and Utilities outperforming at 1.9 per cent. Still, the slight rise in US Treasury yields—10-year at 4.30 per cent and 2-year at 4.00 per cent—and a continued decline in the U.S. Dollar Index by 0.2 per cent suggest lingering growth worries.

Gold, maintaining upward momentum toward US$3,000 per ounce despite a minor 0.1 per cent dip, reflects its role as a safe-haven asset amid this uncertainty. The mixed performance of Asian equities and the implied 0.4 per cent lower opening for US stock index futures further highlight the cautious mood permeating global markets.

Against this backdrop, Michael Saylor’s proposal for the US government to acquire 25 per cent of Bitcoin’s total supply—approximately 5.3 million BTC—by 2035 to establish a Strategic Bitcoin Reserve feels both visionary and audacious. Presented at the White House Crypto Summit, where President Donald Trump endorsed a “never sell your Bitcoin” policy and issued an executive order prohibiting the sale of Bitcoin held in reserve, Saylor’s plan suggests a systematic acquisition of 5-25 per cent of Bitcoin’s daily supply between 2025 and 2035.

By that time, with 99 per cent of Bitcoin’s 21 million total supply already issued, the US would hold a significant portion of the cryptocurrency, potentially generating US$16 trillion to US$81 trillion by 2045, according to Saylor’s projections. He argues this could help reduce the national debt, which, as noted in recent World Bank reports, has ballooned globally due to crisis responses like those during the COVID-19 pandemic, raising concerns about sustainability, especially in emerging economies.

From my perspective, Saylor’s proposal is a double-edged sword. On the one hand, it could catalyse broader institutional adoption of Bitcoin, as governments and corporations might follow the US lead, legitimising cryptocurrencies in mainstream finance. The executive order’s prohibition on selling Bitcoin could stabilise its long-term value by reducing supply pressure, potentially driving prices higher as demand grows.

This aligns with Saylor’s vision of Bitcoin as a “property in cyberspace,” akin to strategic reserves of gold, oil, or grain, as historical examples cited by Saylor—like the US Strategic Petroleum Reserve established in 1975—demonstrate.

The idea of the US asserting geopolitical influence through digital asset holdings, as suggested in reports from CoinDesk and Reuters, could position the country as a leader in setting global crypto standards, fostering innovation, and countering the dominance of other nations or entities in the digital economy.

However, the practicality and risks of this plan are significant. Bitcoin’s price volatility, evidenced by its recent 5 per cent drop to around US$80,000 following Trump’s executive order, underscores the challenges of integrating it into a national strategic reserve. As noted in the Bitcoin price decline, the disappointment among investors suggests skepticism about the reserve’s immediate impact, especially amid broader market uncertainty.

Bitcoin’s history of sharp corrections—like the 30 per cent drop from January 2025 levels, as mentioned in X posts from analysts like @JacobKinge—highlights its immaturity as a stable store of value compared to traditional assets. The crypto market’s “Extreme Fear” sentiment, reflected in the Fear & Greed Index dropping to levels seen during the 2020 COVID-19 crash and the 2022 market bottom, as reported by @inmortalcrypto and @APompliano, indicates that investor confidence is fragile, potentially exacerbated by large government purchases that could distort market dynamics.

Moreover, the logistics of acquiring such a substantial portion of Bitcoin’s supply—up to 25 per cent—over a decade are daunting. With a current market cap of over US$1.6 trillion (based on a US$80,000 price per BTC), purchasing 5.3 million BTC could cost upwards of US$424 billion, though Saylor’s gradual approach might mitigate price inflation.

However, as noted in Reuters’ coverage, large-scale government purchases could outsize Bitcoin’s price, especially given its relatively low trading volume compared to traditional markets. The inclusion of other cryptocurrencies like Ethereum, as Trump hinted, adds further complexity, as smaller tokens like Cardano and XRP have even lower liquidity, potentially amplifying volatility. Cybersecurity risks, as mentioned in web analyses, also loom large, given Bitcoin wallets’ vulnerability to hacks, raising questions about the feasibility of securing such a reserve.

The broader economic context complicates matters further. The US government’s fiscal position, with rising national debt concerns outlined in the World Development Report 2022 and U.S. News articles on potential 2025 stock market risks, suggests that allocating billions to Bitcoin could be contentious.

Critics might argue that funds could be better directed toward infrastructure and social programs or to stabilise traditional markets amid faltering growth and persistent inflation, which remains above the Federal Reserve’s target of 2 per cent, at 3 per cent, according to US News. The Fed’s reluctance to cut rates significantly, as noted in US Bank’s analysis of the yield curve, and the potential for recession signals—like an inverted yield curve, though currently fading—could heighten opposition to such a speculative investment.

On the positive side, Saylor’s comparison to historical US strategic purchases—like the Louisiana Purchase or Alaska acquisition, which yielded massive long-term returns—offers a compelling narrative. If Bitcoin follows a trajectory similar to its 2017 cycle, as suggested by @rovercrc on X, it could see exponential growth, justifying the reserve’s creation.

The Trump administration’s pro-crypto stance, reinforced by the White House Crypto Summit and Saylor’s participation, could also attract institutional investors, boosting market confidence and regulatory clarity, as seen in the proposed Lummis bill for a Bitcoin reserve. This could align with broader trends of digital asset integration, as evidenced by El Salvador’s past Bitcoin adoption. However, its recent project cessation highlights the risks of over-reliance on crypto.

Ultimately, I see Saylor’s proposal as a high-stakes gamble with transformative potential but significant risks. The current market environment—marked by US economic uncertainty, global deflationary pressures, and Bitcoin’s volatility—suggests caution is warranted.

While the idea of a Strategic Bitcoin Reserve could position the US as a crypto leader and generate enormous returns, it could also strain public finances, destabilise markets, and expose the government to unprecedented risks. I’d advocate for thorough public debate, rigorous economic modelling, and pilot programs to test the feasibility before committing to such an ambitious plan. The recent Bitcoin price drop to US$80,000, coupled with investor disappointment, serves as a stark reminder that crypto’s promise is tempered by its unpredictability, making Saylor’s vision both inspiring and, at this moment, daunting.

 

 

Source: https://e27.co/us-economic-fears-and-bitcoin-saylors-us16t-reserve-plan-20250310/

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Fostering Trust and Building Communities: Anndy Lian’s Vision for the Future of Web3 at Hong Kong Consensus 2025

Fostering Trust and Building Communities: Anndy Lian’s Vision for the Future of Web3 at Hong Kong Consensus 2025

The Hong Kong Consensus 2025 spotlight stage brought together some of the most influential voices in the blockchain and Web3 space. Among the key highlights was a presentation by Thomas Kay, Vice President of WEEX Global, followed by a fireside chat with Anndy Lian, a best-selling author and blockchain strategist. While Thomas Kay’s presentation showcased WEEX Global’s impressive growth and innovative features, the fireside chat with Anndy Lian provided a deeper exploration of the challenges and opportunities in Web3, with a particular focus on community building, the evolving role of exchanges, and the sustainability of blockchain projects.


WEEX Global: A Rapidly Growing Exchange

Thomas Kay opened the session with an overview of WEEX Global’s remarkable journey since its founding in 2018. The exchange has grown exponentially, now serving over 6 million users globally and achieving a daily trading volume of $5 billion. WEEX has distinguished itself with its extensive range of trading pairs, top-tier liquidity, and innovative features such as 400x leverage.

Thomas also emphasized WEEX’s commitment to security, highlighting the establishment of a 1,000 BTC protection fund and robust risk management systems. With a focus on global expansion and compliance, WEEX is positioning itself as a leader in the cryptocurrency exchange space.

While the presentation underscored WEEX’s achievements, the fireside chat with Anndy Lian shifted the focus to broader industry challenges and the critical role of community building in the Web3 ecosystem.

Anndy Lian, a best-selling author and blockchain strategist


Fireside Chat: The Complexities of Building Communities

The fireside chat began with Thomas asking Anndy about the challenges of building communities in the Web3 space. Anndy, known for his candid and insightful commentary, shared his perspective on the evolving dynamics of community engagement.

“Building a community is far more challenging than it appears,” Anndy remarked. He explained that the landscape has changed significantly since 2018. Back then, users were less informed, and simple incentives like airdrops were enough to attract attention. Today, however, users are more sophisticated and demand genuine value. “You can’t just throw airdrops at people and expect them to stay. Communities need to be built on trust, value, and a long-term vision,” he emphasized.

Anndy stressed the importance of creating a loyal community that aligns with a project’s goals. “We don’t need communities that come for the incentives and leave the next day. We need communities that stay because they believe in what you’re building,” he added.

Anndy Lian, a best-selling author and blockchain strategist


The Role of Exchanges in Supporting Communities

Thomas and Anndy also explored the role of exchanges in fostering strong communities. Thomas highlighted WEEX’s commitment to backing projects that prioritize meaningful community engagement. “We want to support projects that are building loyal communities, not just chasing short-term gains,” he said.

Anndy agreed, emphasizing the need for unity within the Web3 ecosystem. “Exchanges, big projects, and smaller projects need to work together. Emerging markets like Russia, Kenya, and Brazil offer immense potential, and collaboration can unlock new opportunities,” he noted. He also underscored the importance of transparency, particularly regarding listing fees. “Users are getting smarter. They’re asking tough questions about how exchanges operate, and transparency is key to building trust,” he explained.

Anndy Lian, a best-selling author and blockchain strategist


The Future of Exchanges: Security and Accessibility

When asked about the future role of exchanges in the Web3 space, Anndy identified two critical areas: security and accessibility. “Users want exchanges that offer an extra layer of security. They also want seamless on-ramp and off-ramp solutions to move their funds safely and efficiently,” he said.

Thomas echoed this sentiment, pointing to WEEX’s efforts to enhance security through its protection fund and compliance initiatives. He also acknowledged the challenges posed by “key opinion leaders” (KOLs) who often prioritize short-term traffic over long-term value. “Not every KOL is worth partnering with. We focus on working with genuine users and communities,” he stated.

Anndy Lian, a best-selling author and blockchain strategist


Meme Coins: A Gateway to Web3 Adoption

The conversation then shifted to the role of meme coins in the Web3 ecosystem. Anndy described meme coins as “door openers” that attract new users to the space. However, he cautioned that their success depends on strong community backing and a clear roadmap. “A typical roadmap starts with a meme, followed by utility, and eventually evolves into something bigger, like merchandise or even global franchises,” he explained.

Anndy shared an example of how a meme-based project could transition into a sustainable business. “Imagine an ‘Anndy Café’ that becomes a global clubhouse for networking. The revenue from the café could be used to support the project, creating a self-sustaining ecosystem,” he suggested.

He also highlighted the importance of partnerships in ensuring the longevity of meme projects. “If you’re not in the top 300 or 500, survival is tough. Partnering with exchanges and other Web3 players can make a big difference,” he said.


Sustainability in Web3 Projects

Anndy didn’t shy away from addressing the challenges faced by Web3 projects. He criticized projects with poor leadership and no clear plans for sustainability. “Most memes fail because they have no roadmap and no real leaders. They’re just boosting sentiment without delivering results,” he said.

He urged projects to focus on building real value for their communities. “Your community should work for their own bags. If they’re invested in the project’s success, it will last much longer,” he advised. He also called on exchanges to prioritize quality over quantity when listing projects. “Instead of giving money to KOLs, give it to the projects that are building something meaningful,” he suggested.


Transparency and Trust: The Cornerstones of Web3

The fireside chat concluded with a discussion on the importance of transparency in the Web3 space. Anndy praised WEEX for its efforts to be transparent about its operations and partnerships. “Transparency builds trust, and trust is the foundation of any successful community,” he said.

Thomas agreed, emphasizing that WEEX is committed to supporting projects that align with their values. “We’re not just looking for short-term gains. We want to build long-term partnerships with projects that share our vision,” he said.


Final Thoughts

The fireside chat between Thomas Kay and Anndy Lian at Hong Kong Consensus 2025 offered a wealth of insights into the challenges and opportunities in the Web3 space. From the importance of community building to the evolving role of exchanges, the discussion highlighted the need for collaboration, transparency, and long-term vision.

As the Web3 ecosystem continues to grow, the lessons shared by Anndy and Thomas will undoubtedly serve as a valuable guide for projects, exchanges, and communities alike. Whether through innovative features, strong partnerships, or a commitment to transparency, the future of Web3 will be shaped by those who prioritize value and trust above all else.

 

Read more at: https://anndy.com/event/fostering-trust-and-building-communities-anndy-lians-vision-for-the-future-of-web3-at-hong-kong-consensus-2025/

 

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