Incrypted Birthday Meetup: Top Crypto Marketing Trends for 2024

Incrypted Birthday Meetup. Source: Incrypted

In today’s crypto industry, successful marketing is all about the ability to quickly adapt to trends that appear and disappear faster than they can be fully analyzed.

What dominated conversations yesterday—NFTs and the metaverse—has already shifted to newer, more dynamic user engagement formats.

What trends will define the future of crypto marketing, and how can they be leveraged for maximum impact?

Panel Discussion: Latest Crypto Market Trends. Source: Incrypted

Trend #1: Gamification as a New Standard 

In 2024, crypto marketers uncovered an unexpected insight: the most effective user acquisition strategy wasn’t rooted in complex technological solutions but in simple gaming mechanics.

The standout trend of the year, according to experts, is Tap-to-Earn (T2E) games or “tapps.”

Right now, the focus needs to be where the liquidity is,

says Mister, founder of Hapi Protocol, Scamfari, and HOT App.

Mister, Founder of Hapi Protocol, Scamfari, and HOT App. Source: Incrypted

Instead of relying on traditional marketing approaches emphasizing technical innovations, projects are embracing simplicity. Users don’t need to read whitepapers or dive into blockchain details—they just need to start playing. This approach naturally guides users from casual gaming into deeper engagement with the crypto world.

The success of this strategy has driven major crypto exchanges to develop their own versions of Tap-to-Earn games, each with its own unique appeal. For example, Bybit leaned into nostalgia, turning the classic Minesweeper game into Coinsweeper, and WhiteBIT introduced a thrill with Bull Run, where users compete in bull races powered by accurate crypto price predictions.

Related: Introducing WhiteBIT's New Telegram Game

This marketing tactic has proven so impactful that it has evolved from a simple trend into a new industry standard. 

Key lesson for marketers: sometimes, letting users experience the technology hands-on is far more effective than trying to explain it.

Trend #2: Memecoins as a New Loyalty Tool in Crypto

Memecoins are user funnels within a project

said Nick Smorozhevskyi, CEO of Solus Group, at the Incrypted Birthday Meetup. His statement prompted many to reevaluate the role of memecoins in the crypto space.

The journey of memecoins from playful experiments to serious marketing tools is nothing short of remarkable. Today, they are a highly effective channel for attracting mass audiences and creating unique engagement opportunities. Notable examples include the iconic Dogecoin and the rise of political tokens (PolitiFi), which gained significant traction following Donald Trump’s U.S. election victory. These examples demonstrate that emotional connections with an audience often outweigh the technical features of a project.

Related: What’s the Secret to Memecoin Popularity?

Ethereum co-founder Vitalik Buterin highlighted three key factors behind memecoin success, namely price appreciation, democratic accessibility, and entertainment value. For marketers, however, the appeal of memecoins goes even further. They not only attract users but also foster vibrant, engaged communities around projects. This ability to turn casual participants into loyal advocates makes memecoins a powerful tool for building brand loyalty and driving long-term engagement.

Trend #3: Crypto Services Are Becoming More Accessible

A simplicity revolution is sweeping the crypto industry. Product-focused companies are integrating Web3 tools, transforming complex blockchain solutions into user-friendly services for everyday life.

One example is Trustee Plus, where managing crypto assets is as straightforward as using a traditional banking app. From instant transfers to making payments at retail locations worldwide, connecting a crypto wallet is now as simple as registering with Google. Mobile apps have become the new frontier in the battle for user adoption.

Today’s trend is mobile apps pushing crypto adoption

confirmed Ruslan Lynnyk, founder of Majinx Capital, during a panel discussion.

This evolution is also reflected in marketing strategies. Companies are moving away from highlighting technical complexity and focusing instead on simplicity and practical benefits, making crypto more accessible than ever for everyday users.

Trend #4: Tokenizing IP — A New Era of Digital Ownership

During a panel discussion, Nick Smorozhevskyi, CEO of Solus Group, spotlighted a trend poised to revolutionize how we perceive intellectual property in the digital age. The tokenization of intellectual property (IP) elevates crypto projects beyond financial tools, opening up innovative avenues for monetization and audience engagement.

Nick Smorozhevskyi, CEO of Solus Group. Source: Incrypted

Instead of traditional licensing agreements, there are smart contracts. Instead of complex profit-sharing models, there are automated royalty payments. What stands out for marketers is the opportunity to reshape the dynamic between brands and consumers, turning users from passive recipients into active stakeholders.
This “synergy” creates a range of opportunities:

• Exclusive access to content via tokens.
• Loyalty programs powered by smart contracts.
• Community-driven brand management through DAOs.
• Automated royalty distribution for content creators.

By tokenizing their digital assets, brands build deeper emotional connections with their audiences. Users gain more than a product—they acquire a tangible stake in the projects they love, complete with rights and privileges. This shift transforms marketing from one-sided communication into genuine partnerships between brands and their communities.

How Web3 Projects Can Tailor Marketing Strategies to Crypto Trends

Here are actionable tips for marketers developing strategies for Web3 projects:

• Start with Simplicity

Avoid trying to incorporate every popular trend at once. Instead, choose a direction that best aligns with your audience’s interests—whether it’s gamification, IP tokenization, or memecoins.For instance, if your audience is highly active on social media, starting with a simple game or launching a memecoin might be more effective. Focus on executing one approach well to prevent resource overload and dilution of impact.

• Focus on Value Over Hype

Hype may capture attention, but long-term engagement requires delivering real value. If you’re using crypto clickers or memecoins as part of your strategy, think about how they can provide meaningful, lasting benefits. Develop a rewards system that motivates users to stay engaged over time.

• Experiment with Different Formats

Crypto trends offer diverse ways to interact with audiences. Try various approaches, track performance metrics, and be ready to pivot based on the data. For example, if gamified mechanics outperform traditional loyalty programs, adjust your strategy accordingly.

• Build a Strong Community

In the Web3 space, a robust community is the foundation of any successful project. Invest in fostering genuine connections with your audience. Use DAOs and tokenization tools to give users a stake in the project’s growth and direction. A strong community not only boosts engagement but also strengthens loyalty.

Related: Cryptodemocracy Unleashed: Initiating Change and Voting in DAOs

• Stay Authentic to Your Brand

While it’s tempting to replicate the success of others, authenticity is key. Develop a unique approach that aligns with your brand’s values and resonates with your audience. Avoid copying others and focus on what sets your project apart.

• Prioritize User Experience

One of the biggest hurdles for Web3 projects is making the technology accessible to new users. If your product requires users to navigate complex technical details, it could discourage adoption. Simplify interfaces and create intuitive user flows to ensure a seamless onboarding experience for Web3 newcomers.