Most Web3 campaigns are optimizing for the wrong metrics

I’ve been noticing a major problem with many Web3 marketing campaigns lately.

Most projects optimize for:

• impressions
• participation count
• raw engagement

But very few optimize for distribution quality.

And I think this is one of the biggest reasons many campaigns generate “activity” without generating real traction.

A campaign with:

• 1,000 low-quality participants

often performs worse than:

• 20 trusted niche creators with relevant audiences

because relevance compounds.

Not all visibility has equal value.

I think Web3 marketing is slowly shifting from:
“maximum participation”

to:
“better distribution.”

And honestly, that shift was overdue.

Curious how other founders/marketers here think about this.

Are vanity metrics still dominating crypto growth campaigns?