Most projects in crypto still treat marketing like a megaphone: shout about token listings, hype up APYs, drop a few memes, then hope the crowd sticks around. It works for a moment, but rarely builds lasting traction.
The truth is, crypto marketing is different from Web2 for three reasons:
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Community > Customers
In traditional startups, you market to customers. In crypto, you’re building a movement. People aren’t just buying your product, they’re buying into your story, governance, and upside. -
Transparency Cuts Both Ways
Everything is on-chain. Wins spread fast, but mistakes spread faster. Communities expect radical honesty. Trying to “spin” things usually backfires. -
Attention is Fragmented
Your users are on Twitter, Discord, Telegram, Farcaster, Reddit, and 10 other platforms at once. You can’t control the channels. You have to create stories people want to carry for you.
So what actually works?
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Narrative-first marketing: Instead of “we launched a DEX,” frame it as “we’re fixing broken liquidity.” People rally behind problems, not products.
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Community-led growth: Reward users for teaching, testing, and spreading the word. Airdrops are fine, but recognition and involvement often go further.
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Consistency beats hype: One well-timed weekly update will outlast ten noisy daily announcements. Projects that survive bear markets are usually the ones that stay visible and reliable.