In an exclusive interview, Matvii Diadkov, the founder of Bitmedia Web3 advertising network, shares his expert views on blockchain innovation and the crucial role of grassroots support in driving mass adoption.
He explains why a balanced approach—not just technological breakthroughs—is key to transforming the industry.
Web3 at a Crossroads
Web3 is currently undergoing an essential transformation.
On one side, community-centered projects are capturing investment interest through new, innovative approaches.
On the other, innovative tech solutions are attracting capital to power the next generation of blockchain technology.
Despite their different strategies, both groups ultimately aim to drive mass adoption.
Which approach will prevail?
Matvii provides his perspectives on this conundrum.
From Blockchain Beginnings to Today
When asked how he entered blockchain, Matvii recalls, “I’ve been involved in blockchain development since 2013.
Much like everyone at the time, I was captivated by Bitcoin and its revolutionary technology.
Web3 excites me in the same way—it goes beyond financial transactions to redefine ownership and data transfer on a global scale.”
Challenges in Early Blockchain Enterprises
Reflecting on his early days with Bitmedia, Matvii notes, “Our biggest challenge was building an audience.
Back then, while demand for blockchain projects was high, the overall pool of users was limited.
This challenge persists today: attracting a relevant audience remains critical.”
Niche Marketing in Web3
Discussing why the Web3 community seems hard to reach with traditional promotional channels, Matvii observes, “The Web3 audience is still relatively small.
Platforms like Robinhood have merged traditional Web2 and crypto audiences by integrating familiar stock market elements with crypto.
Our success with Bitmedia stems from our ability to aggregate this niche audience through targeted crypto ad networks.”
Community as the Cornerstone
According to Matvii, community is the lifeblood of any Web3 project.
“The most valuable asset in Web3 is the community itself.
Many companies mistakenly rely solely on traditional marketing tactics, neglecting the power of grassroots support.
In our space, effective community management is vital—community members actively promote projects because their success directly impacts their own investments, whether in tokens or NFTs.”
GameFi, NFTs, and Beyond
When asked about the rising influence of GameFi and NFTs, Matvii explains, “It’s not so much that these games are wildly popular on their own—it’s that users are drawn by the prospect of profit.
Many of these games simplify the user experience to ease onboarding, acting as marketing funnels that build audiences quickly.
Financial incentives through Play-to-Earn models, blockchain tokens, and NFTs are pivotal game mechanics, though I believe game complexity will evolve with time.”
Innovation Meets Tradition in Marketing
On whether Web3 marketing is entirely new or merely an evolution of traditional tools, Matvii states, “It’s a blend of both.
Traditional public relations and influencer marketing still play a role.
But what sets Web3 apart is the emphasis on genuine community engagement—using human resources that passionately support a project.
This community-driven approach, combined with conventional strategies like direct banner ads, creates a winning formula.”
Final Thoughts
Matvii concludes by highlighting that the future of Web3 depends on how well innovative solutions integrate with community support.
As the industry evolves with new tools, from tokenized digital assets to decentralized applications, it’s the balance between technology and human engagement that will ultimately propel mass adoption.
Whether it’s using GameFi mechanics to onboard users or implementing robust community management strategies, the path forward in Web3 is not solely about tech—it’s fundamentally about perception, trust, and grassroots collaboration.
Matvii Diadkov’s insights underscore that in blockchain, success is measured not just by technological prowess, but by how well that technology resonates with its community.
For Bitmedia, this balanced approach is paving the way for a more inclusive and transformative future in the digital world.
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