Behind the New Stablecoin Bill: How Should Web3 Projects Approach Marketing?

In 2025, the marketing landscape for Web3 projects is undergoing a seismic shift. The introduction of stablecoin regulatory bills in the U.S. and Europe signals a transition from crypto’s “wild west” era to one dominated by compliance.

These regulations bring not only legal constraints but also a shift in user mindset—investors, gamers, and community members are growing more cautious. In this environment, projects relying on broad ad campaigns or fast-paced hype struggle to drive growth. Meanwhile, user acquisition costs in the crypto market are rising, and traditional Web3 ad channels (e.g., Google, X) face increasing restrictions. Many projects are now seeking compliant, cost-effective, and authentic ways to connect with users.

Influencer marketing has emerged as a key breakthrough for global expansion and cold starts. This article provides a 2025 global market growth guide to help projects achieve impactful marketing in the regulatory era. Unlock detailed KOL marketing strategies!

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Marketing Challenges and Breakthroughs for Web3 Projects Under Compliance Pressures

Web3 projects face unprecedented marketing challenges, driven not by lack of creativity or budget but by the evolving global regulatory landscape. Read more: Deep Predictions on Web3 Marketing Trends

On one hand, mainstream platforms are tightening ad policies for crypto projects, with Google and X imposing stricter review standards, making traditional campaigns harder to execute. On the other, users’ trust thresholds for crypto content have risen significantly—traditional “whitepaper + website” approaches struggle to spark interest, let alone convert users.

Complicating matters, even growing communities often fall into traps of “fake activity” or “low retention.” Without quality content and authentic interaction mechanisms, communities fail to self-sustain, driving up marketing costs with limited results.

In this dilemma, influencer marketing is the most viable path forward.

KOLs can build authentic, trustworthy recommendations as “community members” or “users,” with flexible content formats that bypass platform ad restrictions through soft approaches like tutorials, insights, or hands-on experiences. Their local language skills and community understanding make them key bridges to regional markets (e.g., Chinese-speaking regions, Southeast Asia, Eastern Europe, Middle East).

Compared to traditional ads, single-point content, or pure community operations, influencer marketing is more compliant, aligns with regulatory and user expectations, and balances exposure, conversion, and trust-building. This is why it’s increasingly the backbone of growth strategies.

How to Execute Effective Web3 Influencer Marketing?

Influencer marketing requires strategic execution, not just “posting a few updates.” Here are five core strategies for actionable implementation:

Build a Multi-Tier Influencer Matrix

Effective Web3 influencer marketing goes beyond “hiring a few KOLs to post.” A robust approach involves creating a multi-platform, multi-tier influencer matrix tailored to different project stages and goals.

The matrix typically includes three tiers:

• Macro Influencers (Large KOLs): 100,000+ followers, ideal for sparking widespread buzz during key moments like TGEs or launches. High cost, lower engagement—use sparingly.
• Mid-Tier Influencers (Medium KOLs): 10,000–100,000 followers, with focused content and high fan loyalty, perfect for driving conversions via education, reviews, or tasks. Cost-effective.
• Micro Influencers (Small KOLs): Thousands of followers, often niche-focused on specific chains or sectors, ideal for precise outreach in cold starts or regional markets.

Benefits of a matrix structure:

1. Balances “explosive reach” and “user guidance.”
2. Mitigates risks of over-reliance on single KOLs, preventing content imbalance or ROI drops.
3. Enables multi-platform touchpoints: X for quick traffic, YouTube for deep engagement, Telegram for conversions.

Adjust the matrix dynamically based on goals. (Compare mid-tier vs. macro KOLs: Who’s worth investing in?) For cold starts, focus on micro/mid-tier KOLs for tutorials; pre-TGE, add macro KOLs for buzz; post-launch, combine all tiers for community-driven amplification, forming an “exposure–interaction–retention” loop.

Establish Compliant Content Templates and Rules

In Web3 influencer marketing, compliance is both a baseline and a trust-building foundation. With tightening regulations, markets increasingly demand clear content guidelines, and non-compliance risks platform throttling or legal issues.

Before launching influencer campaigns, create a clear communication framework to ensure content is legal, credible, and transparent:

Disclose Partnerships Clearly

In regions like the EU and U.S., undisclosed commercial partnerships may violate ad transparency laws. Require KOLs to label posts/videos with tags like #Ad, #Sponsored, or #PartnerContent, weaving partnership context naturally into content.

Set a Unified Content Baseline, Avoid High-Risk Claims

Avoid terms like “moon,” “guaranteed profits,” “double,” or “get rich quick,” especially for DeFi, trading, or NFT price predictions. Provide KOLs with content suggestion lists or risk disclosure templates to ensure safe messaging.

Promote a “Neutral Perspective”

Compliant content doesn’t mean rigid—it emphasizes authenticity and balance. Encourage KOLs to present as “users” or “third-party researchers,” sharing why they’re interested in the project rather than making “it’ll moon” claims.

Retain Content Records

To address potential disputes or audits, save screenshots, timestamps, and revision logs of all campaign content. Lightly review macro KOL content to ensure compliance.

Predefined rules and templates enable KOLs to create confidently while ensuring consistent, compliant brand messaging globally. Use #Sponsored or #Ad tags (per local laws) and avoid risky terms, favoring user-driven narratives over direct ads.

Design Platform-Specific Content Strategies

Different platforms have unique dynamics and audience behaviors. A one-size-fits-all “single draft, multi-post” approach often backfires. Maximize reach and conversions with platform-tailored strategies:

X (Twitter): Fast-paced and viral, ideal for teasers, event announcements, and AMA promotions. KOLs posting with questions, giveaways, or trending hashtags (e.g., #Web3, #NFT) can spark discussions. Example: An L2 chain project used five trend-focused KOLs for TGE countdown posts with Zealy task links, gaining 12,000+ task participants in 72 hours.

YouTube: Suited for in-depth content like feature demos, contract tutorials, or project comparisons. Videos drive long-term traffic, especially for trading or DeFi projects. A wallet project’s three KOL tutorial videos averaged 50,000 views, yielding 3,000+ real registrations in seven days.

Telegram/Discord: Key for conversion and retention. KOLs as AMA hosts can guide fans to join groups, ask questions, or complete tasks, boosting community heat. Example: A chain game project’s pre-AMA X posts doubled group joins, with 400+ AMA questions.

TikTok/Reels (Short Videos): Ideal for light content targeting Gen Z and mobile users, showcasing UI, NFT art, or quick tutorials. Short video KOLs excel in mobile-heavy regions like the Philippines, Southeast Asia, and the Middle East.

Provide content guidelines and incentives to encourage KOLs to “customize” rather than “copy” content, maximizing platform fit and amplification.

Establish Content Attribution and Review Mechanisms

Influencer marketing isn’t “post and done.” A tracking and analysis system is essential:

• Assign unique landing pages or UTM links per KOL.
• Use tools like Dune, Galxe, or Track3 to monitor behavioral data.
• Review ROI monthly to identify top-performing KOLs for long-term partnerships.

Set internal KPIs like “registration–group join–task completion” rates to measure true KOL impact.

Build a Review Mechanism

Many projects treat campaigns as “done after posting,” but with rising budget pressures and compliance demands, systematic attribution and review mechanisms are critical for ROI.

Track with Links or Landing Pages

Assign each KOL unique UTM links, landing pages, or referral codes to track traffic and conversions. Use Galxe, Track3, Sub3, or Dune for dashboards monitoring registrations, task completions, and retention.

Evaluate KOL Impact Multidimensionally

Look beyond views or likes to behavioral metrics like click-through rates, task participation, and community joins. For YouTube, check watch time and bounce rates; for X, assess retweet/comment quality and engagement depth.

Monthly Reviews to Optimize Partnerships

Analyze KOL ROI monthly, identifying high-interaction, high-conversion, and positive-feedback accounts for long-term collaboration, refining the KOL pool.

Case Study

A stablecoin wallet project used 20 micro/mid-tier KOLs for tutorial videos and airdrop content. Track3 analysis revealed six KOLs drove 80% of registrations, while some high-view accounts had low engagement. Shifting to high-interaction KOLs cut acquisition costs by ~38%.

Systematic tracking, analysis, and adjustments boost campaign efficiency and long-term KOL value.

Integrate Task Platforms and Community Events for a Closed Loop

Post-KOL content, don’t let users “watch and leave.” Pair with task platforms (e.g., Zealy, Galxe) or community AMAs to drive registrations, participation, and retention, completing an exposure-to-retention loop.

Examples:

• Embed task links in KOL content to guide users to register and earn NFT badges.
• Use KOLs as AMA hosts to encourage questions, participation, and group joins.

This integrated approach forms a true “growth system.”

Conclusion

In 2025’s stricter regulatory environment and rising user acquisition challenges, Web3 projects can no longer rely on mass ad buys. Influencer marketing stands out for its trust foundation, flexible formats, compliant messaging, and localized reach, cutting through noise to build authentic connections.

It’s evolving from “posting content” to a data-driven, relationship-focused, content-differentiated system. Only by building long-term influencer collaborations, paired with community operations and platform compliance, can projects shift from “one-off campaigns” to “compounding growth.”

For projects aiming for lasting global brand impact, now is the time to rethink and rebuild influencer strategies.

Learn More

How to Enter the Chinese Web3 Market in 2025 | Which KOL Collaboration Model Best Suits Web3 Projects? | Top 10 Asian Marketing Agencies to Watch | 2025 Web3 YouTube Marketing Trends | KOL Marketing Handbook: Mastering Web3 Marketing Methods

Frequently Asked Questions (FAQ)

Q1: Is Web3 KOL marketing still viable, or will platforms restrict it?

A: With proper content design, transparent partnership disclosures, and no financial promises, influencer marketing remains the safest and most effective approach.

Q2: How should budget-constrained projects approach influencer marketing?

A: Prioritize micro/mid-tier KOLs with event-driven content like NFT mints or Zealy tasks to boost engagement and retention. Avoid one-off high-cost campaigns.

Q3: Which platforms suit different project stages?

A: Cold starts benefit from YouTube tutorials; pre-launch uses X for quick exposure; user onboarding leverages Telegram AMAs or TikTok short videos.

Q4: How to prevent KOLs from delivering “fake exposure”?

A: Focus on engagement quality (non-bot), task completions, and group join/retention metrics, not just views or likes.

Q5: Should influencer content be reviewed?

A: Agree on content direction and frameworks with KOLs upfront but avoid over-controlling their style to preserve fan trust. In some regions, sign content memoranda for compliance.

Q6: What are the advantages of partnering with ChainPeak?

A: As an agency, we offer bulk negotiation power, securing prices far below direct outreach. Long-term partnerships enjoy customized packages and annual discounts, saving over 30% in costs.

Additional Resources You May Need:

Website: https://chainpeak.pro/

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