What’s really different in Web3 and crypto right now?

🚀 2024 felt different.

• Less speculation, more real building.

• Less noise, more substance.

It feels like we’re past the hype cycle and stepping into real Web3 adoption. (Not saying hype is bad - we need momentum - but steady, sustainable growth is what takes us forward.)

Here are some of the biggest shifts we saw:

🔥 Bitcoin’s Big Moment

Breaking $100K wasn’t just about price; it was a psychological shift. Bitcoin adoption isn’t just for the OGs anymore. Institutional crypto investors are here, and they’re not leaving. This milestone symbolized a maturing market and reaffirmed Bitcoin as a key player in blockchain innovation.

🤖 AI Meets Blockchain

We’re just scratching the surface, but AI interacting with smart contracts? That’s game-changing. The potential impact on blockchain automation, security, and decentralisation could be massive. This is where AI and blockchain integration take centre stage, enabling entirely new possibilities for real-world blockchain use cases.

🎮 Web3 Gaming Found Its Groove

The shift from play-to-earn gaming to play-and-own gaming is the biggest lesson here. Web3 gaming adoption won’t replace Web2 gaming overnight, but it’s coming—and this time, fun and player ownership are leading the way. This evolution underscores why the future of gaming is decentralised.

📡 DePINs Took Off

One of the fastest-growing verticals in Web3, Decentralized Physical Infrastructure Networks (DePINs), brought real-world blockchain infrastructure into focus. From decentralized WiFi to mobility and computing power, these systems are built by users, for users. This is Web3 infrastructure at work, creating sustainable solutions for everyday challenges.

💰 VC Money Came Back

Billions poured into Web3 funding in 2024, but this time, it’s about real use cases. Venture capitalists are seeking projects that solve problems, not just raise funds for the sake of hype. This shift in crypto VC investment priorities signals a new era of sustainable growth in blockchain ecosystems.

⚖️ Regulation & Politics

The U.S. election had everyone watching, but crypto found itself in a better regulatory position than expected. Less hostility, more “let’s work with this.” Crypto regulation trends have started leaning toward collaboration, paving the way for clearer guidelines and institutional crypto adoption.

🔮 So, What’s Next?

2024 was a turning point, but 2025?

• Will AI and blockchain become even more intertwined?

• Will Web3 gaming hit the mainstream?

• How will DePINs redefine infrastructure?

• What’s the next big milestone for Bitcoin adoption?

What do you think? Where are we headed next?

Why Community Is the New Brand Equity in Web3

Coming from Web2, I didn’t fully appreciate the power of Web3 communities at first. 

In Web2, building a brand meant focusing on growing followers, crafting campaigns, and driving engagement. It was a one-way street—brands created, audiences consumed. But in Web3, communities are so much more. They’re not just followers; they’re investors, collaborators, and advocates who actively shape a brand’s success. This was a mindset shift I hadn’t expected, but it completely changed how I view branding.

Web2 vs. Web3 Communities: A Whole New Game

• Web2 Communities: Passive audiences who engage by liking, sharing, or commenting. The brand drives the narrative, and audiences stay in the passenger seat.

  
  

• Web3 Communities: Active participants who are directly involved. They hold tokens or NFTs, contribute ideas, and often have governance power (through DAOs). They’re emotionally and financially invested in your brand’s success.

  
  

This difference hit me hard when I realized Web3 communities don’t just support you—they’re all in. Their “investor mindset” makes them more committed, vocal, and engaged than anything I’d seen in Web2. They’re not here for a fleeting moment; they’re here to help build the future with you.

Lessons Web2 Brands Can Learn from Web3

For Web2 brands considering a move into Web3, there’s so much to take away from how these communities operate:

1. Give People a Stake: Involve your audience in meaningful ways. Whether it’s co-creation, beta testing, or decision-making, empowering them builds loyalty.

   
   

2. Be Transparent: Web3 thrives on trust, and trust comes from transparency. Share your challenges, wins, and roadmap openly.

   
   

3. Focus on Relationships, Not Metrics: Forget chasing likes or short-term sales. Building real, lasting relationships is what drives sustainable growth.

   
   

4. Collaborate, Don’t Dictate: Work with your audience, listen to them, and create something together.

   
   

The Future of Brand-Building

In Web3, your community isn’t just part of your brand—it is your brand. Their belief in your vision, their contributions, and their advocacy are what define your success.

For me, coming from a Web2 background, it took time to understand this, but once I did, it changed everything. Web3 isn’t just about technology; it’s about people. Once you tap into the power of a Web3 community, you’ll never go back to the old ways of thinking.

Is the NFT bull run back?

Is the NFT bull run back?

How many of you Web3 and crypto advocates have NFTs sitting in your wallet?

The excitement is starting to pick up again.

The NFT market may be coming back or at least showing signs of strength. NFT trading volumes hit $187 million in the first week of December alone, with Ethereum NFTs leading the way. Collections like Pudgy Penguins NFTs and CryptoPunks NFTs are thriving, reminding us of the energy that drives this space.

NFTs are about more than trading - they’re about fun, and how we, as creators and marketers, connect with audiences in creative and meaningful ways.

I recall one of my ex-colleagues, a serious collector, who even created a wallet for his 5-year-old daughter. She loved collecting girly, fun 3D NFTs. It became their little family project -picking favourites and occasionally taking the collection out for a digital “display.” Moments like that remind us what makes NFTs so special: the creativity, the joy, and the shared experience.

At KICK, we’ve developed a tried and tested NFT marketing plan. After years of NFT launches, we’ve learned what works (and what doesn’t).

Our expert team brings deep Web3 industry knowledge, multi-chain expertise, and a comprehensive range of blockchain marketing solutions to create bespoke strategies tailored to each NFT project.

1. Pre-Launch: Build the Hype

• Drive awareness and plant the seeds of excitement.

• Create FOMO with teasers and exclusives.

• Educate your audience and engage the NFT community early.

  
  

2. Launch: All About the Mint

• Keep the momentum going with real-time engagement strategies.

• Focus on conversion: a seamless NFT minting process is key.

• Celebrate every moment - highlight early adopters and their excitement.

  
  

3. Post-Launch: Sustain and Keep the Momentum Going

• Have a clear post-drop plan—what’s next for your NFT holders?

• Leverage User-Generated Content (UGC) to show how people engage with their NFT collections.

• Keep building the Web3 community. Sustaining excitement is just as important as creating it.

  
  

Key Notes for Success

Tailored Holistic NFT Marketing Plans

A well-crafted, multi-channel strategy creates a halo effect, amplifying your message and ensuring a unified impact across platforms.

Content is King

From video clips for education and demonstration to 3D visuals and carefully crafted NFT copywriting, content drives engagement and connection.

Message Hierarchy

Keep campaign-level messaging consistent with the NFT brand message, ensuring clarity, cohesion, and a touch of the fun factor to make your project stand out.

The Devil is in the Details

Don’t forget the importance of NFT whitelists, airdrops, rewards, and other incentives that drive exclusivity, loyalty, and excitement among your community.

Key Takeaway? In Web3, Speed is Everything.