In a special Blockleaders X Spaces, journalist Jillian Godsil led a deep dive into how marketing must evolve in the Web3 era. Forget top-down messaging, the future is about ownership, authenticity, and community-driven connection. Guests from Secret Network, Autonomys, Wunder, and MeWe shared how data, storytelling, and trust are reshaping the rules of engagement.
n a lively Spaces hosted by Blockleaders on April 25, 2025, journalist Jillian Godsil led a deep dive into the future of Web3 marketing, a future shaped not by loud broadcasts but by the quieter power of belonging. Lisa Gibbons, also from Blockleaders, joined the discussion, alongside a panel of Web3 veterans: Anewbiz from Secret Network, Peter Nguyen from Autonomys, Ryan Martin from Wunder, and Mark Liu from MeWe.
Broadcasting is dead. Long live belonging.
“We’re moving from shouting through a megaphone to showing up in a chat,” said Godsil, opening the conversation. Web3 demands a new kind of marketing, one built around community, trust, and storytelling rather than paid ads and slick branding.
Anewbiz, CMO at Secret Network, described the contrast sharply: “In Web2, marketing is far more about paid placements, ads, TV spots, getting your brand out there through money. In Web3, it’s about community-based social media presence. Without your community, your marketing efforts are almost ineffective.”
Peter Nguyen, CMO from Autonomys, emphasized that storytelling is now a survival skill: “In Web3, you’re often competing with dozens of similar products. Storytelling is how you differentiate yourself. It’s how you bridge the massive knowledge gap for people new to the space.”
Audience versus community: the real Web3 shift
Mark Liu, Head of Product from MeWe, a social network migrating from Web2 to Web3, shared his insights: “Ownership is key. People owning their data, their social graphs, their content. But most people aren’t conditioned to think that way. We have to open that conversation carefully.”
Ryan Martin, CMO from Wunder, noted the shift in expectations: “In Web2, it was about features. In Web3, it’s about education. You’re not just selling a product; you’re helping people understand an entirely new way of interacting.”
Lisa Gibbons added: “There’s a new law in Utah forcing social media platforms to allow users to port their data between networks. It’s a mindset shift toward data ownership, and Web3 is uniquely positioned to lead that.”
Data, tokens, and the rise of agentic frameworks
The conversation shifted toward the future of decentralized data.
Anewbiz highlighted emerging innovations like Nuant’s DeFAI terminal, powered by Project Zero data, which is helping users build autonomous DeFi strategies
“Data has become a new currency,” said Nguyen. “There’s a rush to consume as much digital data as possible for AI training. In the future, real value will be found in how well you control and curate your data.”
Liu shared MeWe’s multi-chain strategy: “We’re using Polkadot and Avalanche to give users full control. We have to be chain-agnostic if we want to be the front door for Web3 adoption.”
Tokens, too, are evolving. “Our token isn’t just speculative,” said Liu. “It’s a way to reward and empower communities, not just pump markets.”
Martin echoed this sentiment: “Our token at Wunder fuels a real circular economy. It’s about shared ownership, not harvesting users.”
Influencers, micro-KOLs, and community credibility
Godsil raised the question of influencer marketing and the high costs sometimes involved, sharing her own experience: “I’ve seen offers of $20,000 for a single tweet. It really makes you question the ROI of traditional influencer marketing.”
Liu emphasized: “We focus less on big influencers and more on community members influencing each other. Real influence happens in smaller, passionate groups.”
Nguyen added: “Micro-KOLs, those deeply embedded in the community, often deliver far better engagement than big, external influencers.”
Anewbiz summed it up succinctly: “Your best influencers are already in your community. Find them. Empower them.”
The AI revolution: blessing and curse
The panel turned to the impact of AI on marketing and community trust.
“AI can help generate content faster, but there’s a risk of losing authenticity,” said Martin. “Users need to be educated to recognize what’s real and what’s machine-made.”
Liu pointed to the importance of provenance: “In a world of deepfakes, blockchain gives us a way to prove origin and authenticity.”
Nguyen noted how Autonomys is leveraging AI to build agents with memory and auditability on-chain: “It’s about transparency and control, not just speed.”
Anewbiz added: “AI can make us lazy if we let it. Web3 gives us tools to verify and protect, but we have to be vigilant.”
Web3 marketing is slow, intentional, and revolutionary
As the session closed, the consensus was clear: the future of Web3 marketing lies in building genuine communities, empowering users, and embracing transparency. Not just faster. Better.
“Community building is what it’s all about,” said Martin, echoing a sentiment shared by all.
Gibbons said: “Web3 gives us the tools to do marketing differently, with ownership, authenticity, and real connection at its heart. That’s the future we’re building.”
As host of the session, Godsil reflected on the discussion, highlighting several standout moments. Liu’s reminder that true influence stems from passionate community members rather than large marketing budgets resonated strongly. Martin’s emphasis on education over feature-selling captured the deeper mindset shift Web3 demands. Anewbiz’s insights into how real-time data, through platforms like Project Zero, is powering a new generation of decentralized finance strategies added a forward-looking dimension to the conversation. Nguyen’s focus on storytelling as a competitive edge and the importance of transparency in AI-driven systems rounded out a thoughtful and dynamic exchange.
The session made clear that Web3 marketing is not about louder shouting but about quieter belonging, smarter trust-building, and empowering meaningful human connection.
