- Guest post by Chiara Munaretto
X (Twitter) may be where crypto was born, but LinkedIn is where it’s growing up.
In 2025, Web3’s integration with traditional industries will require platforms that cater to both crypto-native users and mainstream professionals.
X has undeniably become the go-to hub for real-time crypto updates and communities, but its shortcomings for broader adoption are becoming evident.
To drive long-term adoption, especially in the context of institutional interest and professional credibility, LinkedIn is increasingly playing a pivotal role.
Let’s dive in and see why that is.
Why Does Web3 Love X?
X’s fast-paced, bite-sized content is perfect for traders, influencers, and projects looking to pump their tokens.
X is all about hype and stirring emotions.
With over 535 million monetizable monthly active users, and 75% of them interacting with brands, X is undeniably the go-to for crypto news, real-time updates, and speculative chatter.
This is why you can find Web3 influencers everywhere on X, but almost nowhere on LinkedIn.
LinkedIn’s Growing Role in Professionalizing Web3
As Web3 expands into more traditional sectors beyond infrastructure, LinkedIn’s professional environment offers an ideal platform for fostering these cross-industry relationships.
Web3 thought leaders on LinkedIn are going to be incredibly important for the next few years of our space.
Not only are the number of users important, but also the role of authenticity on the platform.
LinkedIn has over 1 billion users, including 58 million companies actively engaging on the platform, making it a fertile ground for Web3 professionals looking to establish credibility with institutional investors, corporate partners, and regulatory bodies.
But here’s where LinkedIn really pulls ahead: personal branding.
In Web3, trust isn’t in the company, it's in the individual.
As BeInCrypto shares, in Web3, “trust is built in public” and personal brands give the community more transparency over how the ecosystem is growing.
LinkedIn knows how to capitalize on this better than any other platform.
Profiles of Web3 founders, developers, and influencers on LinkedIn consistently see 3x more engagement compared to company pages.
Why? Because people trust people, not faceless organizations.
Founder-Led Marketing: The LinkedIn Advantage
In order to stay relevant and build authority in Web3, companies will need to shift toward founder-led marketing, and LinkedIn is the world’s best platform for that.
What is founder-led marketing?
It’s simple: people trust founders who put themselves out there more than they trust corporate PR teams.
On LinkedIn, founders and executives can post content that establishes them as thought leaders, building personal connections with their audience.
Why does this matter for Web3?
Because the entire ethos of Web3 is based on trust.
It’s hard to trust a faceless company, but when the founder or core team members are visible, actively engaging with their community, and sharing insights, it fosters credibility.
Potential new users love this, because this act of making yourself public keeps you accountable for your actions later on.
Founders need to “own their narrative” by being visible, vocal, and credible.
Founder-led marketing on LinkedIn allows for deeper, more meaningful engagement, helping companies establish themselves as trustworthy players in the Web3 space.
Examples of Web3 Thought Leadership
In order to see firsthand how Web3 thought leadership should look like, we have included specific examples below from two of the top Web3 LinkedIn thought leaders.
Let’s first take a look at Chiara Munaretto’s post from her time at Token2049 (click photo for full post):
As you can see, Chiara gives us her honest thoughts about what is actually going on at Web3 conferences, including her insights about the good and the bad.
This builds authority and shows her authenticity to her followers and connections.
Next let’s take a look at Austin Heaton’s post about the real-world benefits of getting paid in cryptocurrency.
In this post he did a great job at highlighting the common issues associated with traditional payments, while also softly promoting his company’s crypto payroll services without sounding too salesy.
These two posts are great examples of building a personal brand on LinkedIn.
A Dual-platform Approach
In the world of Web3 content marketing, X remains invaluable for its immediacy and community engagement.
However, for long-term Web3 adoption, where trust and professional networks are key, LinkedIn is emerging as the superior platform.
The intersection of Web3 with traditional industries will require a platform that fosters credibility, and LinkedIn’s emphasis on personal branding and professional relationships makes it essential for Web3’s next phase of growth.
2025 begins in just two months and Web3 leaders will need to utilize both platforms strategically.
If you’re still relying solely on X for your Web3 strategy in 2025, you’ll be left behind.
Other Resources For Growing in Web3
