DeFi isn’t what it used to be. And that’s a good thing.
If you’ve been watching this space evolve. From the yield farming craze in 2020 to the quieter, more utility-driven protocols of today - you’ve probably noticed how different the user landscape feels. The people jumping into decentralized finance in 2025 aren’t just after quick wins. They want stability, clarity, and something that holds meaning over time.
But how do you win them over?
User acquisition in DeFi isn’t about shouting the loudest anymore. It’s about meeting people where they are across chains, wallets, communities and offering real value that keeps them coming back.
At MediaX Agency, we’ve been right there with this evolution, helping crypto and Web3 teams not only attract users but keep them engaged long after the first click.
Let’s look at seven powerful DeFi Strategies that are bringing in users in 2025. Real strategies. No fluff.
1. How DeFi Strategies for User Acquisition Have Changed in 2025
Let’s be honest, yield farming got old. Fast.
In the early days, projects could throw some tokens into a pool, slap a “double your APY” banner on it, and people would rush in. But now? Folks are smarter. They know how fast that value can disappear, and they’re not interested in being someone’s exit liquidity.
So, what’s working now?
These days, DeFi growth is less about volume and more about value. Projects are focusing on clarity, utility, and actual user journeys, not just eyeballs and TVL metrics. You’ve got Layer 2 chains like Base and Arbitrum cutting costs, multichain wallets smoothing access, and the rise of social DeFi platforms blending in reputation.
It’s less “spray and pray,” and more: Who are we building for? What’s in it for them? And how can we make that super clear?
As we shared in our piece, Crypto, Blockchain & Web3 Success Starts with Clear Communication, messaging isn’t just part of the game, it is the game.
2. Designing Smarter Token Incentives as a Core DeFi Strategy for User Acquisition
Free tokens will always turn heads. But in 2025, how you give them out makes all the difference. Airdrops without context? People dump them. High APY pools with zero roadmap? Short-lived gains, long-term damage.
So what’s changed?
Now, it’s all about structured incentives. We’re seeing more projects use lockups, vesting schedules, and achievement-based rewards. You stake for a while? You earn access. You complete tasks or cross milestones? Tokens start unlocking gradually.
It’s a bit like leveling up in a game but with real value behind it.
Another popular move? Gamified participation. People earn rewards not just for showing up, but for sticking around, referring others, or completing a set of actions across the platform.
Pendle, for instance, mixes these mechanics smartly - pulling users into a longer arc, not just a one-time campaign. And when tokens are built into the ecosystem (governance, utility, perks), users actually want to hold them.
Throwing out tokens doesn’t work anymore. Designing a reason to keep them? That’s where the wins are.
3. Cross-Chain DeFi Strategies for User Acquisition Across Layer 2s and Beyond
It used to be: launch on Ethereum, wait for users to arrive. Now? They’re everywhere and you better be too.
Cross-chain strategies aren’t just a bonus in 2025. They’re the baseline.
With DeFi users spread out across networks like Optimism, Base, Polygon, and even lesser-known alt-L1s, acquisition means showing up where your audience already lives. And yes, that means offering bridging incentives - things like bonus rewards for liquidity provision on other chains, or token drops for using specific cross-chain features.
Protocols like Wormhole and LayerZero make this much easier now. Moving value across chains is no longer a painful, buggy mess. It’s quick, and users are getting more comfortable with hopping between ecosystems.
But don’t just offer incentives blindly. Tie them to behaviors you want to encourage.
Maybe it’s bootstrapping volume on a new chain, or bringing stablecoins into a new pool. Either way, smart DeFi growth in 2025 means stretching your presence across chains without stretching your users too thin.
4. Referral-Based DeFi Strategies for Organic and Scalable User Acquisition
You know what’s funny? Referral systems used to feel... scammy. Flashbacks to 2018 ICO pyramids, maybe.
But that’s changed, because the tech has caught up. Now in DeFi, referrals are baked into the protocol. Literally.
Smart contracts track who invited who, and payouts happen automatically. No screenshots. No spreadsheets. It’s clean, transparent, and fast.
But more importantly, it works.Why?
Because people trust people. When someone they know shares a platform, they’re more likely to give it a shot.
Especially when both parties get something out of it.This goes deeper than links. Protocols now run community campaigns that reward creators, educators, translators - anyone helping grow the platform. Sometimes it’s tied to NFTs (like holding a badge that unlocks extra bonuses). Sometimes it’s just being active in the DAO and earning points.
If you're designing your DeFi strategy without tapping your community for growth, you’re leaving organic reach on the table.
5. Gamified Onboarding as a Powerful DeFi Strategy for New User Acquisition
Let’s face it, DeFi is confusing.
Wallets. Swaps. Slippage. Bridging. For someone new, it’s a mess. And if you lose them in the first 5 minutes, you don’t get them back.
So projects are finally doing something smart: they’re turning onboarding into a game.
You’ve probably seen platforms like Layer3 or Galxe run “missions” or “quests” where you learn how to use a product, complete a few tasks, and earn something for your effort.
This learn-to-earn model isn’t just cute, it works. People learn faster when they’re guided and rewarded. And once they’ve taken a few steps, they’re more confident to explore on their own. Even better? These systems help users build muscle memory. Instead of just reading a blog post, they actually swap tokens, stake assets, and interact with real contracts. Just in a safer, more structured way.
Onboarding used to be a support nightmare. Now it’s part of your growth engine.
6. Collaborative DeFi Strategies for Sustainable User Acquisition in 2025
There’s a reason you’re seeing so many DeFi collaborations right now. They work.
It’s not just about building features anymore. It’s about building together. One protocol launches an NFT drop with another. A wallet app integrates a DEX. A DAO hosts an event with a Layer 2 chain. These connections mean faster growth and warmer audiences.
Because when users already trust a project, they’re more likely to check out what that project is promoting. It’s like getting an intro from a friend versus a cold pitch. Way smoother.
These partnerships also open the door for shared incentives. Think: dual token rewards, co-hosted quests, or even liquidity bootstrapping across ecosystems.
And with better analytics tools (many powered by AI, by the way), teams can measure what works and scale it quickly. You can read more about this in our blog AI - The Superpower of Marketing, which dives into how smarter tooling helps growth teams move faster with fewer guesses.
In 2025, growing alone is just harder than it needs to be.
7. Community-Led Product Development as a DeFi Growth Strategy
In 2025, the smartest DeFi projects aren’t just building for users, they’re building with them.
This shift to community-led development is becoming a major growth lever. When users feel heard, valued, and involved in shaping the protocol, they don’t just stick around - they become advocates.
Listening is a strategy. And in DeFi, it pays dividends.
DAOs, governance forums, and Discord-based ideation hubs are evolving from chaotic suggestion boxes into real co-creation spaces. Projects now run community polls, open beta programs, and even on-chain signaling to prioritize what gets built.
Platforms like Snapshot and CharmVerse make it easy for teams to gather and act on feedback at scale. The best part? Every improvement feels earned because the community helped shape it. Some protocols are even rewarding feedback with points, NFTs, or token-based incentives. Others spotlight contributors in public dashboards or leaderboards.
When users help build the roadmap, they’re far more likely to invite others along for the ride. That’s growth through ownership and it’s hard to beat.
Conclusion
DeFi in 2025 is more than hype. It’s about building real, useful, and human-centered ecosystems. And when it comes to user acquisition, the winners are the ones that think ahead. They’re building strategies that are intentional, tested, and grounded in community behavior, not just throwing money at ads or short-lived hype.
From smarter token incentives to education-led onboarding, from cross-chain reach to good old-fashioned word of mouth, these aren’t just tactics. They’re signals that a project is serious about growth.
At MediaX, we help DeFi teams craft and execute user acquisition plans that actually work. Plans based on today’s landscape, not last year’s trends.
If you're building something in Web3 and want to talk through your growth plan or you just want a fresh perspective, WE’RE HERE.
Let’s talk. Contact MediaX today for a free discovery session.
Also, if you’re new to NFT marketing, don’t miss our Beginners Guide to NFT Marketing Strategy, a solid companion read to what you’ve just learned here.
