The crypto market has its own quirks, so traditional marketing tools might not work as well, or at all. It’s crucial to focus on the community – build a loyal audience, establish brand recognition, develop a solid reputation, and showcase the team’s blockchain expertise.
Regulatory differences also loom large. In some countries, crypto advertising might be banned, or exchanges could be prohibited, or the legal framework for cryptocurrencies is still evolving. That’s why at New Level Agency, we always recommend working closely with lawyers familiar with the laws of the target countries – or better yet, several countries within a region – since few crypto projects focus on just one country. The crypto world is global, or at least spans multiple regions.
Today, it’s more challenging but also more interesting and somewhat more predictable: if you create a quality product, you have a good chance of succeeding. Given restrictions on advertising cryptocurrencies in search engines, the main channels now are social media and video platforms. When it comes to reaching large investors and funds, channels for engaging large investors and funds – like conferences, forums, and industry events – remain mostly the same. But even there, things have shifted: the industry event market has consolidated. In the past, anyone could organize a blockchain conference and call it ‘international’, but now the calendar revolves around a few major events. Globally, you have forums like Token2049 in Singapore or Blockchain Life in Dubai, attracting thousands of participants from around the world.
Meanwhile, crisis management and reputation-building are no longer afterthoughts. In the past, these responsibilities often fell to one or two social media managers. Now, projects develop a crisis strategy upfront and ask about the tools we’ll use if a crisis hits.
Top Tools for 2025: Social Media, Influencers, and Video
The most effective promotion channels for crypto projects are social networks like Telegram, X (formerly Twitter), Discord, Reddit (partly), and video platforms – especially YouTube, which faces little competition. Video is also gaining traction on TikTok and X. Since these are social platforms, working with influencers is key.
However, collaborating with the influencers is a delicate process. Each region has its own top influencers, each with a specific audience and focus. You need to match all the details, aligning the project’s message with the influencer’s style and audience. It’s time-consuming, which is why our social media department has grown the fastest in recent years.
The crypto market is highly competitive, and if your product stands out and starts gaining traction, competitors will take notice and try to push you out. You need to be ready for that. Every project should have a face – whether it’s the technical director, lead analyst, or founder. They should be actively showcasing their expertise to the community.
The days of easy hype may be gone, but with the right strategy – attuned to regional quirks, legal realities, and the importance of community and credibility – crypto projects in 2025 can still carve out their place in a rapidly maturing market.
Disclaimer: Coinspeaker is committed to providing unbiased and transparent reporting. This article aims to deliver accurate and timely information but should not be taken as financial or investment advice. Since market conditions can change rapidly, we encourage you to verify information on your own and consult with a professional before making any decisions based on this content.
Tatiana is the founder of the PR and marketing agency New Level, and former head of one of the first Russian-language crypto media outlets CoinFox. Having spent a decade helping global crypto projects - from well-known exchanges to ambitious startups - break into the CIS market and expand globally, Maksimenko has witnessed the industry’s transformation from a chaotic free-for-all into a more mature, complex, and demanding environment.