As the Ethereum ecosystem matures, the same goes for the way in which projects communicate. At the intersection of infrastructure, brand and community strengthening stands Austin Heaton,, Head of content at Increase,, A company providing global pay and compliance solutions for native web3 teams.
At Eth Belgrade, Heaton has discussed the evolution of the content in the decentralized world, what the founders are often mistaken, and why the narration always counts as much as technology.
How Rise supports the world teams
Rise manages international payroll and compliance. It may seem not very exciting, but in the web3, it’s essential. We give teams the opportunity to pay in Fiat or Crypto, and entrepreneurs can withdraw as they wish. No one is forced in a rigid system. You can live anywhere, work with anyone and be paid quickly, easily and according to your own conditions.
Startel and context in web 3 content
When someone asks what we are doing, I do not direct with technical terms. I will say: “Imagine that you are a business and I am an entrepreneur.” We travel it together, it becomes real. This approach helps people visualize the solution, rather than throwing a throw on them. They internalize the idea because they arrive at the conclusion themselves.
Platform strategies for web3 brands in 2025
Linkedin is our main platform, without a doubt. And yet, many web teams always avoid it. They see it as “web2” and stick to X, but it is a mistake. If you are not on LinkedIn, you miss. Especially in B2B.
X is always relevant, especially for distribution. But twitter wires today need more substance. You cannot just publish text: you need images, examples and depth. This is how you draw attention and confidence.
Authenticity and narrative control
Transparency does not mean chaos. When we reach new discs, I post about them. It is not to boast; This is proof of the momentum. And when something is wrong, you don’t need to write a wire on each problem. Instead, ask a question, share a lesson or open a conversation. It is a question of engaging the community without losing strategic orientation.
Common content errors by the founders
The two biggest problems are: 1) They do not publish enough on their corporate blog, and 2) the founders themselves are silent. This is a problem. In web3, people follow people. If your founder never publishes on X or LinkedIn, it is difficult to strengthen confidence.
The content led by the founder still works better. You can publish exactly the same message on a brand account and get one, but publish it from the personal account of the founder, and it obtains 200. It is not only content; They are the coming.
Stories and trends deserving more attention
Two in particular: decentralized and stablecoins identity.
The decentralized identity will affect each part of this space: and even outside the crypto. Traditional companies already explore it. It will be fundamental.
The stablecoins, on the other hand, are the most obvious but the most underestimated tool of the Fintech. I say that all the time: in 5 to 10 years, no fintech or serious bank will work without Stablecoin strategy. They are essential for payments, loans and even as an alternatives to savings accounts.
Events like this are essential. You can only go so far in line, and at some point, you must meet people. A good conference gives you a year of tracks in three days. A conversation can replace e-mail weeks. And beyond commercial value, it is a question of building a real community in person. Everyone says they have a “community” on discord or telegram: but can you bring this community together in real life? This is what matters.
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