"Just Post More" Is Terrible Advice

‘Just Post More Bro’

Web3 marketing teams get this advice all the time, but it's fundamentally flawed:

• Post about what?

• What’s the actual goal here?

• And who’s the ideal audience?

We’ve all heard this advice, but let’s be honest—it’s lazy.

Without a plan, throwing more posts into the void won’t get you funding, an engaged community, or earn your project the mindshare it deserves.

For Web3 teams, the stakes are even higher. You’re navigating:

1. Limited acquisition channels: Twitter and Discord dominate, but breaking through the noise is a constant battle.

2. Skeptical buyers: After years of rug pulls and broken promises, crypto natives lack trust.

And let’s face it, marketing in Web3 is uniquely challenging.

• You copy-paste a Medium blog link and hope customers click (they won’t).

• You post a token announcement and hope people care (they don’t).

The result? Many teams end up uploading content just to stay visible, hoping something—anything—will stick. (Spoiler: It doesn’t.)

Without a clear strategy, you’re drowning in the noise created by AI agents, airdrop hunters, and endless quests.

For 90% of Web3 projects I’ve worked with, the real solution isn’t “posting more”—it’s building a strategy that works.

Why You’re Struggling to Build Momentum

Here’s what we’ve seen:

Your messaging isn’t clear. You don’t just need content—you need content that speaks to your audience’s pain points.

Your competitors are outpacing you. While they’re leveraging founder-led marketing to build trust, you’re stuck in the noise.

Your content feels random. Without a strategy, engaging and converting your audience consistently is impossible.

This is why many Web3 teams fail to scale.

You need a process. A framework that ensures every post, every Space, and every campaign builds toward growth.

The 4-Part Web3 Social Media Audit

1. Brand Identity Check

Web3 projects often struggle with messaging. Before anything else, make sure you understand the market and why you matter. Ask yourself:

1. What problem does our protocol solve?

2. What are our brand values? Are they clear in our content?

3. What do we want our audience to know about us?

4. Who is our ideal user or community member?

5. What are the biggest challenges or pain points for our audience?

6. How does our audience describe these problems? (Hint: Mirror their language.)

7. What do users say about our project?

8. How does our audience prefer to be spoken to? (Humor? Education? A combo of both?)

Quick Tip: Crypto projects are complex. Record a Loom video of your product manager explaining your protocol in simple terms. Repurpose it into digestible threads, memes, or explainer videos to educate your audience.

2. Competitor and Ecosystem Audit

“Don’t focus on your competitors” might sound good in theory, but ignoring them is a missed opportunity.

Here’s how to audit your competition:

1. Who are the top 3-5 accounts in your niche?

2. What’s their strategy—founder-led or team-led?

   • Founder-led: Jesse at Base shares personal insights that build trust.

   • Team-led: Eclipse focuses on consistent updates and highlights contributions from across their team.

3. What gaps can you fill? Are competitors ignoring community questions, skipping transparency, or taking themselves too seriously?

4. What other brands (even outside your niche) are crushing it? What can you learn from them?

Pro Tip: Use tools like Kaito and Cookie3 to analyze competitor engagement. These tools help you cut through the noise, filtering out bots and airdrop hunters so you can identify strategies that genuinely resonate.

3. Social Media Accounts Analysis

Next, take a hard look at your current social media strategy. Whether you’re starting from scratch or auditing an established presence, here’s what to review:

1. What existing content lives in your brand’s ecosystem? This includes blogs, podcasts, videos, and older posts.

2. Which channels are we active on? Are they the right ones? (Twitter, Discord, and YouTube are dominant in Web3.)

3. Are we posting from the founder’s account, the brand account, or both?

4. What’s performing well? (Threads, long-form, memes, Spaces?)

5. What’s consistently flopping? (Be honest—most generic token updates don’t land.)

6. What’s our brand voice? Is it consistent?

7. Are we tracking smart engagement?

Smart Engagement Tip: Cookie3 and Kaito can help you measure engagement from real users (not bots or low-value followers). Focus on creating content that resonates with smart followers, and watch as your project’s mindshare grows.

4. Define The Goals That Actually Matter

Stop chasing vanity metrics like “more followers.” Instead, focus on meaningful KPIs:

1. Grow [specific number] smart followers (engaged, crypto-native users) by [specific date].

2. Increase engagement rate by 5% by [specific date].

3. Host 2 monthly Twitter Spaces with [specific number] of live listeners.

Turning the Audit Into Action

Once the audit is complete, it’s time to implement. For most Web3 teams, we’ve found two approaches that deliver consistent results:

Step 1: Founder-Led Marketing

People trust people, not logos. Founders who share their journey build credibility faster and resonate deeply with audiences.

How to Execute:

• Draft 5 posts/week for your founder to post (share insights, challenges, or the project's vision)

• Host monthly AMAs or Twitter Spaces to connect directly with your community.

Example: Jesse from Base has built a personal brand that drives engagement and growth for the protocol.

Step 2: Team-Led Marketing

If the founder prefers to stay behind the scenes and objects to using ghostwritten content, a cohesive team-led strategy can still win.

Here’s how to Execute:

• Designate key team members (engineers, product leads) to share updates.

• Get each team member to post about 2-3 core topics they're interested in (ie. their content pillars)

• Each team member should post at least 2x a week

• Host a team Twitter space with the community

• Create a uniform profile picture, name, and bio identity (See how Eclipse uses the lime green NFT and see how Arbitrum uses the orange and blue hearts. When people see the team member’s posts, they will attribute it to the brand itself)

Eclipse successfully transitioned to a team-led marketing approach, keeping engagement strong with frequent updates and community interaction. Instead of hiring KOLs for one-off posts, their entire team became KOLs. (Think of it like a KOL accelerator inside your company)

The Hard Truth: Consistency Wins

Even with a perfect strategy, most teams stumble in execution. Posting daily, managing engagement, and hosting Spaces take time, and most Web3 teams don’t have enough of it.

That’s where we come in.

We’ve worked with top Web3 teams and execs from pre-seed to billion-dollar startups to grow their audiences and build trust.

Here’s what we can do for you:

• Create and manage your Founder Funnel.

• Develop a custom strategy that turns attention into trust—and trust into conversions.

• Handle the heavy lifting so you can focus on building your project.

Don’t waste time guessing. Let us help you grow smarter and faster.

P.S. Need help with implementing this? Send me an email.