2025, believe it or not, has come to a close. That means we’ve experienced yet another year of blockchain marketing trends and have seen the Web3 space evolve even more. If you’re going to set yourself up for success in 2026, it’s important that you are aware of how 2025 unfolded.
This year saw so many developments in marketing trends, many of which we could not have predicted at the beginning. From the scarcity effect to a greater impact of AI, here is how the blockchain marketing space unfolded in 2025.
AI Integration
It’s no secret that artificial intelligence has touched every aspect of life. Of course, blockchain marketing was bound to find itself in the mix. AI integration defined blockchain marketing in 2025 through a mix of both creative assets and back-end processes. For example, AI was used to generate images and videos that were often used in marketing efforts. Statistics already show that more marketers are using AI to generate their creative assets, whether it is the written text or the visuals.
Now, it is not unusual to see an AI-generated image being used in a blockchain campaign, especially for things like crypto tokens that don’t exist in the material world. On the backend, AI is being used to monitor consumer behavior twice to determine where to market certain products, who is most likely to respond to them, and much more. Because of the time and effort being saved, as well as the growing efficiency of the various tools employed, you can expect to continue to see such applications moving forward.
Mature NFTs
NFTs have had one of the most interesting journeys in the blockchain space. A few years ago, they were the asset of choice for investors, and now, they are trying to make a comeback after a major slump around 2022.
2025 saw more efforts towards this comeback, mainly in the form of mature NFTs. Rather than NFTs being marketed to investors for the sake of it, there was much more emphasis on what they could actually do in the material world. Could they grant access to close communities? Could they grant access to real-life events? Did they offer a piece of digital art that truly could not be found anywhere else? Because NFTs, as a whole, suffered so much reputational damage during the decline, marketers had to be especially conscious of the real-world value before trying to push them to investors.
Genuine Community Building
The blockchain sector has always been driven by community, and this year has seen greater efforts towards creating them. These days, crypto projects are no longer debuting in the market to find a community, but instead, are creating the communities pre-debut. It’s not unusual to see marketing efforts not trying to get consumers to buy a token or a product, but instead to join the community.
The idea is that after they join these communities, they will be granted tangible value and a sense of camaraderie. It is after this is done that the consumers are marketed the product or service. This is especially popular among products that are aiming for an initial coin offering or a pre-sale. Having a built-in community that already believes in the project means that he can have a healthy market debut and stand out from the crowd. Going into 2026, there’ll be more emphasis on these types of communities and more value being delivered.
Memes
Memes have always been an integral part of the blockchain sector, and 2025 was very much a year full of memes. From politically motivated ones to Labubus to trending audios on TikTok, different factions of the internet could communicate in a united voice using pop-culture references and images that everyone immediately understood. Because marketers are trying to sell to these different audiences, they’ve leveraged social media memes more than ever to signal camaraderie and shared values. It will be interesting, however, to see if this is a sustainable tactic. Some industry experts have argued that memes have been overdone within blockchain marketing, and some consumers will want to move away from it.
Emphasis on Compliance
As the blockchain sector grows larger, there is greater emphasis on compliance when marketing products. This is because several major projects in the past have faced issues from a lack of compliance. This includes everything from fines to being shut down entirely to being out in the scams. Some consumers, especially those less steeped in the blockchain sector, consider all Web3 projects to be cons in some way, and so, earning their trust is just as important as marketing itself.
So, it’s not unusual to see marketing campaigns emphasize the regulatory bodies that have approved the project, the measures put in place to secure consumer funds, and much more. This is considered a largely positive development because it raises industry expectations that products should be regulated in the first place and helps clean up its reputation.
Conclusion
Blockchain marketing looks significantly different today than it was a year ago. Many of the trends that defined 2025 in terms of marketing blockchain products and services were in response to general changes in the ecosystem. The development of artificial intelligence meant that the same technology was powering more campaigns. Greater emphasis on compliance meant that campaigns had to lead with this to stay in the good graces of not just regulators, but customers as well. There’s also been a bigger push to advertise via communities, and many marketing efforts were less overt and more geared towards community building.
As 2026 unfolds, more trends will emerge in response to developments we see. Any technologies that emerge will find a way into various campaigns, and whatever happens in the legal and economic front will be reflected as well.
