How Web3 Projects Can Nail Media Exposure in 2025 (Complete Guide)

In 2025, the Web3 industry remains a bustling arena, but the competition has escalated into a fierce battleground. According to recent data, global Web3 funding in the first half of 2025 dropped 38% year-over-year, signaling cautious capital. Meanwhile, the number of new on-chain projects surged by 65%+ in the same period. In short: money is harder to secure, but projects keep multiplying.


Even more daunting is the fragmentation of user attention. While active wallets grew 22% over the past year, 80% of new projects fade from user memory within six months. This stark reality underscores that great tech or products alone won’t cut it—if no one knows who you are, you’ll struggle to gain a foothold.


For Web3 projects, this is both an opportunity and a challenge. The opportunity lies in the industry’s rapid growth and huge demand for new applications. The challenge? Standing out in an information-saturated market where users and investors are bombarded with options.


In this environment, media exposure is no longer optional—it’s a survival necessity. Why? Dive into our in-depth analysis. It’s not just about getting your name out there; it’s about building trust, capturing attention, and attracting users and capital. Whether you’re fundraising, launching a product, growing a community, or targeting overseas markets, an effective media exposure strategy is your megaphone for amplifying impact. This guide combines 2025 trends with actionable strategies to help your Web3 project gain rapid market recognition.


Want to publish on CoinDesk, ODaily, or other top platforms? Contact ChainPeak for personalized media campaign consulting.


2025 Web3 Media Exposure Trends


In 2025, Web3 project marketing is undergoing a seismic shift. The old playbook of blasting a few press releases or landing on big media no longer guarantees attention. With exploding information and fragmented user focus, projects must be nimbler and more multidimensional to reach investors, users, and developers.


Media channels are expanding rapidly. Traditional blockchain-focused outlets like CoinDesk, The Block, PANews, and Odaily remain core trust-building platforms. However, projects are increasingly tapping broader ecosystems. Mainstream tech media like TechCrunch, 36Kr, or Huxiu reach wider audiences, while KOLs and content creators on Twitter/X, YouTube, and Mirror have emerged as powerful “traffic gateways.” Their close user engagement often outperforms traditional news in influence and conversions.


Content formats are diversifying. A single press release won’t stop scrolling thumbs. Short videos, data visualizations, and dynamic infographics are now mainstream, making complex tech and concepts more digestible and shareable. Meanwhile, Twitter/X Spaces, Discord AMAs, and live streams foster direct user interaction, boosting stickiness. For tech-driven projects, in-depth technical breakdowns and case studies are critical to winning over developers and investors.


Global and local synergy is the new norm. Web3 is inherently global, but marketing habits vary by market. Overseas campaigns need authoritative media for international clout, while local markets thrive on community-driven platforms and regional KOLs. Top projects run a “dual-engine” approach, blending global buzz with deep local engagement.


In 2025, Web3 media exposure isn’t a “single strike” effort—it’s a multi-channel, multi-format, multi-market system. Only by weaving media, KOLs, communities, and users into a long-term matrix can projects be seen, trusted, and discussed.



Crafting an Effective Web3 Media Strategy


Define Your Goals


Before launching any media campaign, ask: Why am I doing this exposure?

Goals vary by project stage, shaping your choice of media, narrative, and budget.

  • Early Fundraising: The focus isn’t user acquisition but industry trust. Prioritize authoritative outlets like CoinDesk, The Block, or PANews, which investors and developers take seriously. Tech media like TechCrunch or 36Kr can also put you on investors’ radars.
  • Product Launch or Beta: The goal shifts to real users and community buzz. Press releases alone fall flat—collaborate with KOLs, host Twitter Spaces or Discord AMAs, and leverage community events for rapid traction and话题热度.
  • Established Operations: Emphasize long-term brand building. Consistently publish valuable content like technical analyses, industry insights, or developer case studies to establish an “expert” reputation.

In short: Without a clear “why,” you can’t nail the “how.” Defining goals is the cornerstone of any Web3 media strategy.


Build a Multi-Tiered Media Matrix


Think of your media exposure as a “lighthouse,” with different channels radiating light to core audiences, potential users, and the broader market. Relying on one or two top outlets won’t cut it—you need a layered “media matrix.”

  • Core Layer: Industry Authoritative MediaOutlets like CoinDesk, Decrypt, The Block, PANews, Odaily, or ChainCatcher cater to developers, investors, and industry watchers who prioritize tech and product details. These are essential for industry trust and partnerships.
  • Second Layer: Mainstream Tech MediaPlatforms like TechCrunch, 36Kr, Huxiu, or Wired reach broader audiences, attracting new users and cross-industry partners. For instance, a TechCrunch feature on a new Web3 product can draw “outside-the-crypto-bubble” attention.
  • Third Layer: KOLs and CommunitiesThe biggest shift in 2025 is the rise of KOLs as media powerhouses. Opinion leaders on Twitter/X, YouTube creators, and Mirror/Substack analysts often drive higher engagement and conversions than traditional news. In NFT, GameFi, or AI+Web3 niches, a top KOL’s endorsement can outshine ten news articles.

An effective media matrix combines authority endorsements + mainstream reach + KOL engagement, not just one breakthrough channel. Learn More: How to Choose the Right Media Channels


Create High-Value Content


In 2025, content trumps channels. With countless media options, low-value content becomes “noise,” no matter the platform. To get media coverage and user shares, tell a compelling story.

  • Turn Tech into Stories: Many Web3 projects stack jargon like “ZK-Rollup, cross-chain interoperability, MEV optimization.” This alienates users. Instead, say: “Users get 10x faster transfers with 90% lower gas fees.” It’s clear, relatable, and shareable.
  • Highlight Unique Value: With countless projects launching daily, media and users won’t remember generic ones. Clearly articulate: Why is your project unique? Why does it matter?
  • Diversify Storytelling Formats: Don’t rely on press releases alone. Break exposure into formats like in-depth articles, 30-second videos, Twitter AMAs, or visualized data reports. Multi-dimensional content reaches more audiences and extends campaign lifespans.

Interested in this topic? Media Strategy Guide for Entering the Chinese Market


Optimize with Data


Web3 media exposure isn’t a one-off—it’s a long-term operation. Each campaign needs review and refinement.

Analyze post-campaign data, such as:

  • Which media drove the most website visits or sign-ups?
  • Which KOLs had the highest engagement rates?
  • Which content formats were shared the most?

These insights help you pinpoint top-performing channels and formats, directing budgets to high-impact areas. For example, you might find big media drives brand credibility but KOLs convert better, or short videos outperform long articles for your audience. Data-driven iteration makes your Web3 PR sharper and ROI higher.



Practical Steps for Web3 Media Exposure


Now, let’s get to the how-to. Whether fundraising or launching a product, Web3 media exposure boils down to four steps: Prepare Materials → Build Relationships → Execute Campaigns → Measure and Optimize.

Master these, and your campaigns will be efficient and impactful.


Step 1: Prepare High-Quality PR Materials


Many Web3 projects falter here, sending incomplete, unprofessional, or jargon-heavy materials that end up in media inboxes’ trash.

To get coverage, “feed” media well. Create a Press Kit with:

  • Project Intro: Three sentences on who you are, what you do, and why it matters, in user-friendly language.
  • Team Info: Founder and core team backgrounds, ideally with a “highlight story” (e.g., “Ex-Google engineer builds AI+Web3 wallet”).
  • Product Materials: Screenshots, demo videos, whitepaper, key feature breakdowns.
  • Press Release Template: A ready-to-use draft for media to adapt.
  • High-Quality Visuals: Logo, UI screenshots, founder photos, packaged in a downloadable link.

These materials make it easy for media to understand and cover you effectively.

Tip: For overseas media, provide a concise, straightforward English Press Kit.


Step 2: Build Media and KOL Relationships


Don’t wait until you need exposure to contact media—build relationships early.

  • Create a Target Media List: Categorize into:Industry Authoritative Media: CoinDesk, The Block, PANews for credibility.
    Mainstream Tech Media: TechCrunch, 36Kr, Huxiu for cross-sector reach.
    KOLs and Self-Media: Twitter/X thought leaders, YouTube creators, Mirror/Substack analysts for engagement.
  • Personalized Outreach: Avoid mass emails. Write tailored pitches, e.g., “I saw your recent Layer2 article—our protocol has breakthroughs your readers might value.”
  • Maintain Long-Term Ties: Share industry insights or invite journalists to AMAs outside campaign periods. This builds goodwill for when you need coverage.


Step 3: Design Campaigns and Ride Hot Trends


Web3’s fast pace and fleeting trends demand planned campaigns with flexible execution.

  • Plan Strategically:Define core messages: What do you want audiences to remember?
    Assign channels: Authority media for key announcements, KOLs for engagement, communities for amplification.
    Mix formats: Press releases, videos, AMAs, Twitter Spaces for multi-touchpoint impact.
  • Be Flexible: Capitalize on trends. If a niche explodes or an industry event hits, tie your project’s features to the buzz for amplified reach.

Case Study: Last year, a Web3 security protocol published an in-depth analysis during a major hack, securing interviews with multiple outlets. The content was republished by 30+ media in two days, boosting visibility 10x. That’s the power of trendjacking.


Step 4: Measure Impact and Optimize


Many projects skip “post-game analysis,” missing chances to learn what works.

Track key metrics:

  • Media Coverage Volume: Headliners, secondary outlets, and self-media reach.
  • User Growth/Conversions: Website visits, sign-ups, or downloads post-campaign.
  • Social Engagement: Article shares, AMA listeners, Spaces interactions.
  • ROI Analysis: Cost-effectiveness to optimize future budgets.

These insights refine your channel mix. For instance, you might find big media builds credibility but KOLs drive conversions, or AMAs boost community stickiness more than press releases. Iterative optimization sharpens your Web3 PR.



Summary


In 2025’s Web3 arena, attention is an asset. With cautious capital, fierce competition, and picky users, tech innovation alone won’t suffice. You might have a stellar product or breakthrough tech, but without visibility, the market won’t wait. Being seen is a competitive edge.


Media exposure goes beyond “promotion.” It builds trust, bridges user gaps, attracts investors, and amplifies brand voice at critical moments. A project’s success isn’t sealed at launch but by telling the right story, at the right time, in the right way.


Top Web3 projects treat PR as a long-term strategy, not a one-off release. They plan media early, blending big outlets, KOLs, communities, and data-driven content into a dynamic matrix to reach users and investors consistently.


The future will only intensify information wars and dilute voices faster. Projects must not just tell a story but ensure it’s heard and echoed. One article brings exposure; a sustained media strategy builds trust. In Web3’s high-speed evolution, trust and visibility often outweigh tech in determining success.

To stand out in 2025, it’s time to rethink your outreach. Don’t wait to be discovered—make the world see you.



Frequently Asked Questions (FAQ)


Q1: When should Web3 projects start media exposure?

A: Start early. Share tech insights during development, preheat 1–2 months before launch, and use authoritative media for funding credibility.


Q2: Big media vs. KOLs—which is more effective?

A: They serve different roles—combine them. Big media builds trust; KOLs drive user engagement.


Q3: Do I need to write press releases myself?

A: You can, but keep them concise, highlight-driven, and structured. For overseas media, hire professional PR for polish.


Q4: How do I know if a media campaign worked?

A: Track exposure volume, engagement rates, conversion rates, and brand influence.


Q5: How can small projects with tight budgets do media exposure?

A: Focus on content-driven, targeted outreach: manage Twitter/X and Discord well, collaborate with 2–3 niche KOLs for high-quality, small-scale campaigns.


Q6: What are the advantages of collaborating with ChainPeak?

ChainPeak’s bulk negotiation power secures lower rates than direct outreach. Long-term partnerships offer customized packages and up to 30% cost savings.



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