Blockchain has no doubt changed the global finance as we know it. There are currently thousands of crypto projects already in the industry (of which there are over 10,000 cryptocurrencies alone), and probably hundreds more in the works. These projects go beyond cryptocurrencies. They include DeFi (Decentralised Finance) projects, NFTs, Layer 1 & Layer 2 solutions, DAOs (Decentralised Autonomous Organisations), privacy protocols, and much more.
Getting the marketing of these projects right is crucial to their success, which is why smart project teams do not try to do it all by themselves. Instead, they hire the services of experienced professionals. Having a dedicated crypto agency allows the development team to focus on creating a good product while the agency focuses on creating marketing strategies that are unique to the project. They achieve that using the following;
Understanding the Crypto Audience
To successfully market, first, they must find the ideal target audience. The typical crypto audience is a tech-savvy millennial or a Gen Z user who engages frequently in online discussions on various forums across various platforms. You can find them on X (formerly Twitter), Telegram, Discord, YouTube, and Reddit.
Even within that group, there are mini-groups as well. Think of this as a niche within a niche. They include DeFi degens, NFT collectors, long-term HODLers, short-term traders, and developers.
Say, for example, the messaging content for Aptos, a blockchain solution that provides efficiency for web3 applications, will most likely target developers and talk about speed. While a memecoin like Dogecoin will focus on viral content. This is because the target audience is completely different, even though they are in the same industry.
In crypto, the community is everything. Once an audience feels connected to a project, they become ambassadors and talk about it all over social media, especially on platforms like X.
Choosing The Right Social Media Platforms
Marketers know that not all social media platforms are the same. Each one has its unique features, and leveraging the right one for a crypto project makes all the difference.
X is king when it comes to crypto. It was relevant 10 years ago in the early years of Bitcoin, and it is still relevant today for many crypto discussions. In 2023, Pepe ($Pepe) quickly became an internet sensation because of the meme community on X.
Telegram is a good platform for announcements and getting sales. In fact, many crypto projects use the platform for presales whitelists.
NFT projects and gaming projects tend to gravitate towards Discord. It is an ideal platform for running virtual events and channels. It helps developers connect easily with investors.
Reddit is used mainly for questions and answers. Marketers create subreddits for projects and allow the community to post any questions they may have. It is ideal for grassroots marketing.
YouTube and TikTok are perfect for behind-the-scenes content and any form of long explanations. Influencers also use it to talk extensively about crypto projects. Vitalik Buterin, Ethereum co-founder, used YouTube to clarify speculations about the latest Ethereum 2.0 when it was first announced.
Influencer Marketing & KOLs (Key Opinion Leaders)
Influencers and Key Opinion Leaders (KOLs) are powerful in the crypto space, and marketers know that. However, they are not without risk. If someone like Anthony Pompliano mentions a project, no matter how casually in a positive light, it is likely to boost the value of the project, even if it’s just for a short period. On the other hand, if an influencer does not disclose that they were paid to promote a project and people find out, it can backfire with serious consequences.
Successful projects build genuine relationships with micro-influencers. These are people with few but loyal followers (usually under 10,000 followers). Marketers love such influencers because of how active and loyal their followers are, compared to influencers with millions of random followers who do not really engage. Sometimes they offer affiliate rewards, whitelist access, or early token drops to micro-influencers in exchange for promotion.
Tools like PostBeyond or Kolsquare help projects track ROI on these collaborations.
Content Marketing: Educate, Entertain, and Build Trust
The first thing non-crypto individuals will tell you is that crypto is complex. This is true as even crypto enthusiasts sometimes find new projects difficult to understand. CEOs and developers constantly find themselves having to explain new solutions.
A good marketing tool is using content to educate the audience. Marketers create infographics, tutorials, Medium blogs, and X threads to break down topics like staking, gas fees, or protocol mechanics.
In 2022, when the Ethereum Layer 2 network Arbitrum launched its Odyssey campaign, it released a step-by-step guideline for users to follow along. It was a success largely because of this, since users understood its purpose. It has continued with this strategy to date. As of April 2025, Arbitrum One has a Total Value Secured (TVS) of over $10.45 billion. This is the effect of marketing through educational content.
Projects like Chainlink also frequently published audit reports, community updates, and YouTube interviews with their developers. This strategy helps to maintain credibility.
Final Thought
Marketing on social media doesn’t have to be a complex solution. With the right guidance from professionals, crypto projects can win the hearts and minds of the crypto community. It takes understanding the audience, choosing the right platform to pass the message, and using the right influencers. But ultimately, educating the audience is the most important strategy. This will create trust and credibility, which are necessary for long-term commitment.
