Meme Magic: How Memes Are Shaping Web 3 communities

Luna Vision
5 min readAug 6, 2023


As you enjoy your morning breakfast, you open X, what used to be known as Twitter, to catch up on the latest updates about DeFi, NFTs, gaming, and recent crypto regulatory changes. Amongst all the serious news, there it is — a meme that catches your eye and brings a smile to your face. Curiosity piqued, you click on the meme, and instantly, you know who needs to see it too. In a time when the blockchain market might not be at its peak, one thing remains constant — the joy of sharing memes.

Author: Carmen Rodríguez

Memes have become a powerful force within the Web3 community, transcending humor and entertainment to influence marketing, user engagement, and even project adoption. In this article, we’ll explore how memes are shaping the Web3 world and why they have become an integral part of this decentralized ecosystem.

The Power of Memes as Communication Tools

Crypto communities that solely focus on discussions about whitepapers, codes, and products often lack the emotional appeal necessary to gain widespread traction. While these technical conversations are crucial for project growth and attract logical thinkers, they may fail to engage the broader community. Understanding that people make decisions based on both logic and emotions, memes play a vital role in turning on the emotional side of the community. Memes possess a unique ability to convey complex ideas with humor and relatability, making them powerful communication tools within the Web3 community. By utilizing memes, intricate blockchain concepts become more approachable, fostering a sense of belonging and encouraging wider adoption and active participation in the ecosystem.

As you can see in figure one explaining blockchain concepts to potential customers can be an uphill battle. Striking a balance between logical discussions and emotional connections through memes can significantly enhance a crypto project’s appeal and chances of success.

Figure1: Explaining crypto to potential customers
Figure1: Explaining crypto to potential customers

Spreading Awareness and Virality

Web3 projects, particularly in their early stages, often encounter difficulties in gaining widespread recognition. However, memes possess the extraordinary ability to rapidly go viral, extending their reach far beyond the crypto enthusiasts’ sphere. When crafted with creativity and humor, memes can serve as a potent tool to catapult a project into the spotlight, drawing attention to its distinctive value proposition. In the realm of marketing, memes have ushered in a paradigm shift, revolutionizing traditional approaches. They offer a fresh and captivating way for brands to engage with their audiences, generating widespread appeal and social sharing that fosters a sense of community. Notably, memes have forged a deep connection with the younger demographic, particularly Gen Z and millennials, as you can see in Figure 1. This contributed significantly to their popularity and effectiveness in Web3 marketing strategy.

Figure2: Social Media Content Liked by Gen Z. Source: Statista
Figure2: Social Media Content Liked by Gen Z. Source: Statista

Meme Tokens — New Economies?

In recent times, meme tokens have emerged as a playful way to incentivize community participation. These tokens are often distributed through activities like meme creation, engagement, or even holding specific tokens. Meme token can help create vibrant ecosystems, where users are motivated to contribute actively, leading to a self-sustaining and lively community.

Inspired by internet memes, meme coins have gained traction due to their humorous appeal and ability to go viral. The community’s engagement with the newest token is often driven by FOMO (fear of missing out), resulting in increased momentum. The success of meme coins is deeply tied to internet culture and their prevalence on popular online platforms like Discord, Reddit, Twitter, and TikTok. The presence of humor and meme culture in meme investing reduces the seriousness of volatile assets like meme cryptocurrencies, but it can also lead to impulsive decisions and heightened risk-taking.

Influencing Market Sentiment

Memes have proven to be powerful tools in influencing market sentiment, especially in the crypto world. From humorous takes on price fluctuations to satirical portrayals of market events, memes play a significant role in shaping how investors feel about certain assets. However, it’s crucial to strike a balance between using humor in memes and providing responsible investment advice. Proof of this phenomenon are meme stocks.

An example of a meme stock is Gamestop (GME), a regular publicly-traded stock that experienced a meteoric rise in popularity and price due to a viral trend fueled by social media platforms such as Instagram, Twitter, and Reddit. Unlike traditional stocks valued based on company performance, meme stocks derive their value from the rapid surge in people buying the stock driven by manufactured excitement online. This enthusiasm is often propelled by the use of memes, viral catchphrases, and trend culture, showcasing the significant impact of internet-driven phenomena on financial markets.

Challenging Traditional Marketing

Traditional marketing strategies may not always resonate with the Web3 community, which values decentralization, authenticity, and humor. Memes allow projects to break away from conventional marketing tactics and engage with users in a more organic and genuine way.

They are more than just light-hearted entertainment; they serve as a means of education, community building, and marketing. As the Web3 ecosystem continues to grow, memes will likely remain a staple in its culture, shaping the way we interact, communicate, and engage with decentralized technologies. Embracing the power of memes responsibly can help projects thrive in this dynamic and exciting space. Nevertheless, as you can see in figure 3, memes are not a miracle, quality memes need to be created in order to see results.

Meme strategy
Figure3: Meme strategy



About Carmen Rodriguez

Carmen Rodriguez is a social media manager at Luna Vision and executive assistant at Before that, she worked for other companies in the marketing field. Besides her degree in business administration, she holds a master’s in social innovation. She is an alumna of the DLT Talents program, well connected in the Berlin web3 ecosystem. You can reach out to Carmen via LinkedIn.

About Luna Vision

Luna Vision is a blockchain marketing agency with its roots in the blockchain ecosystem. We offer data-focused marketing to blockchain startups. With a deep understanding of blockchain technology, we can best promote your products created and running within the blockchain ecosystem and “translate” to your customers — may they be already included in the ecosystem or still be new here.



Luna Vision

Luna Vision is a blockchain marketing agency with its roots in the blockchain ecosystem. We offer data-focused marketing to blockchain startups.