How crypto marketing evolved to sophisticated, multi-platform strategies that actually drive growth
Sometime ago, the crypto marketing playbook was simple: create an intern account, post “gm” every morning, slap a cute mascot on everything, and watch the engagement roll in.
That era is long gone.
The landscape has fundamentally transformed. What worked 18 months ago now gets you ignored. The tactics that built brands in 2023 barely move the needle in 2025. And if you’re still relying on the old playbook, you’re already behind.
Here’s what actually works now — and why you need to rebuild your strategy from the ground up.
The Content Explosion (And Why Most of It Fails)
2025 saw an unprecedented explosion of crypto content:
Conference vlogs flooding timelinesShort-form explainer clips on every platformLive streams and Twitter Spaces dailyCinematic brand ads with Hollywood-level productionAI-generated announcement videos
This resulted in complete saturation of the timeline and algorithms.
Your cute mascot tweeting “gm” doesn’t stand out when 500 other projects are doing the same thing. Your conference recap video gets lost among 50 identical vlogs from the same event. Your generic “ecosystem update” thread disappears into the void.
Now, substance and production quality now separate winners from losers.
Content that succeeds in this environment must do one of three things:
Create genuine interaction — Make people reply, quote tweet, or check your profileDeliver real value — Teach something, reveal something, or entertain meaningfullyStand out visually — Professional production that stops the scroll
Random posts no longer work. Every piece of content needs a clear purpose.
What Actually Works Now: The New Content Stack
1. Founder-Led Content (Still King, But Not Alone)
Founder-led marketing remains powerful. When a founder shares their vision, technical insights, or behind-the-scenes journey, it humanizes the project and builds trust.
Why it works:
Authentic voice that can’t be replicatedDirect connection between leadership and communityHigher engagement rates than branded accountsNatural PR and thought leadership
How founders are doing it right:
Sharing technical deep-divesDocumenting building in publicProviding market commentary with unique perspectiveBeing vulnerable about challenges
But founder-led marketing has limitations: it doesn’t scale, it’s dependent on one person’s availability, and it creates a single point of failure.
2. Team-Led Marketing (The Underrated Multiplier)
Here’s the evolution most projects are missing: team-led marketing scales beyond any single founder.
When your entire team creates content, you get:
More voices = more reach across different networksMore consistent distribution = content every day, not just when the founder has timeDiverse perspectives = appeal to different audience segmentsResilience = no single point of failure
Projects crushing team-led marketing right now:
Base (with global team leads):
Multiple team members active across different regionsEach bringing their own network and perspectiveConsistent presence without exhausting one person
EigenCloud:
Engineering team sharing technical contentProduct leads discussing use casesDeveloper relations building in public
Polygon:
Regional leads creating localized contentDifferent team members targeting different audiencesCoordinated campaigns with multiple voices
Boundless:
Team members each owning their content strategyCollaborative campaigns that amplify reachBuilding individual thought leadership that reflects on the brand
There is a clear pattern showing that the strongest brands in crypto now have multiple team members creating content, each with their own voice but aligned on message.
3. Short-Form Video + Storytelling
TikTok isn’t just for Gen Z anymore. Short-form video has become the dominant format across every platform: TikTok, Instagram Reels, YouTube Shorts, LinkedIn video, Twitter video.
Why it dominates:
Highest engagement rates across all platformsAlgorithm favors video contentEasier to explain complex concepts visuallyMore shareable than text threads
Types that work:
30–60 second explainers breaking down technical conceptsBehind-the-scenes development vlogsFounder stories and origin narrativesQuick takes on market trendsTutorial content showing actual product usage
Storytelling is the hack here.
Don’t just explain what your protocol does. Tell the story of why it matters, who it helps, and what problem it solves.
4. Technical Explainers (For Developer Ecosystems)
If you’re building infrastructure, developer tools, or anything targeting technical audiences, deep technical content is non-negotiable.
What this looks like:
Architecture deep-divesCode walkthroughs and tutorialsPerformance benchmarks and comparisonsSecurity audits and technical documentationIntegration guides
The sophistication of crypto developers is increasing. Surface-level marketing doesn’t work. They want to understand how things work behind the scenes.
5. Cross-Platform Podcast Clips
Long-form podcasts are back but the distribution strategy has evolved.
The new approach:
Record 60–90 minute podcast conversationsClip the best 30–60 second momentsDistribute clips across YouTube, TikTok, LinkedIn, TwitterEach clip optimized for that platform’s format and audience
This gives you:
Long-form content for engaged audiencesBite-sized clips for discoveryMulti-platform reach from single recording sessionEvergreen content that can be reused
You’ll Be Mistaken to Think Crypto Twitter Is Everything
Photo by Rubaitul Azad on Unsplash
Most crypto marketers still act like Twitter is the entire world.
It’s not.
If you’re only active on Crypto Twitter, you’re missing the vast majority of potential users: people who have heard of Bitcoin, maybe dabble in memecoins, but have no idea your protocol exists.
These aren’t “normies” to dismiss. They’re your growth opportunity.
Why Multi-Platform Matters More Than Ever
The long game feels slow. Posting on Reddit, creating LinkedIn content, building a TikTok presence — none of it delivers instant dopamine hits like a viral Crypto Twitter thread.
But it’s the only game that actually works for sustained growth.
Reddit: The Overlooked Goldmine
Reddit is full of crypto developers, curious learners, and people actively trying to understand the space. They’re asking questions. They’re researching projects. They’re making decisions about what to build with and what to invest in.
Projects doing it right:
Base: Active in r/ethereum, r/cryptocurrency, r/cryptodevsMonad: Building community in developer-focused subredditsBoth providing valuable answers, not just shilling
The key is to contribute first, promote second. Answer questions, share insights, be helpful. Build reputation, then mention your project naturally.
Platform-Specific Content (Not Cross-Posting)
What works on one platform fails on another.
Why? Because each platform has different:
Audience expectationsContent formats that performTone and voice that resonatesAlgorithms that reward different behaviors
What this means for your strategy:
LinkedIn:
Professional, polished, insight-drivenLonger-form posts (1300–1500 characters)Storytelling with clear takeawaysEducational over promotional
Twitter/X:
Fast, witty, conversationalThreads for depth, single tweets for reachMemes and humor workReal-time commentary valued
TikTok:
Entertaining first, educational secondHook in first 3 seconds or lose themAuthentic, unpolished often beats overly producedTrending sounds and formats matter
Reddit:
Value-first, promotional content downvotedDetailed, helpful responsesCommunity-specific norms vary by subredditAuthenticity and expertise rewarded
Instagram:
Visual-first, lifestyle-orientedStory features for behind-the-scenesPolished aesthetics matter moreInfluencer partnerships work better
Stop cross-posting the same content everywhere. Write native content for each platform or don’t bother.
The Podcast and AMA Clip Strategy
One of the smartest distribution strategies emerging: turning every conversation into a content factory.
The process:
Record long-form conversations — Podcasts, AMAs, Twitter Spaces, interviewsIdentify key moments — Interesting takes, quotable insights, controversial opinionsCreate platform-specific clips:60-second clips for TikTok/Reels2–3 minute clips for YouTubeText quotes with context for TwitterProfessional clips with subtitles for LinkedIn
4. Distribute systematically — One conversation becomes 20+ pieces of content
This approach:
Maximizes ROI on content creation timeReaches different audiences on their preferred platformsCreates consistent content pipelineBuilds thought leadership across channels
The Action Plan: Rebuilding Your Marketing Stack
If you’re still running the old playbook, here’s how to evolve:
Week 1: Audit Current State
What platforms are you actually active on?What’s your engagement rate on each?Who on your team could create content?What type of content are you not creating that competitors are?
Week 2: Build Team Content Strategy
Identify 3–5 team members willing to create contentDefine each person’s content focus areaCreate content guidelines (tone, topics, boundaries)Set up content calendar and accountability
Week 3: Platform Expansion
Choose 2 new platforms to test (recommend: LinkedIn + Reddit or TikTok)Research what works on each platforCreate native content for each (no cross-posting)Commit to 30 days of consistent posting
Week 4: Content Production System
Set up system for recording conversatioCreate clip creation workflowBuild library of reusable contentEstablish distribution schedule
Ongoing: Measure and Optimize
Track engagement rates by platform and content typeDouble down on what worksKill what doesn’t after fair testingIterate constantly
The Uncomfortable Truth About Crypto Marketing Now
The barrier to entry is higher than ever.
You can’t just hire an intern to post memes and call it a marketing strategy. You can’t rely on a cute mascot to carry your brand. You can’t assume Crypto Twitter engagement equals real growth.
The projects winning in 2026 are:
Multi-platform by defaultTeam-led not just founder-ledSubstance-focused over hype-drivenPlatform-native not cross-postersProfessional in production quality
This requires real investment: team members dedicated to content, professional production capabilities, platform-specific strategies, and consistent execution.
The good news? Most crypto projects still haven’t figured this out. They’re still posting “gm” and wondering why growth stalled.
If you implement even half of this new playbook, you’ll stand out.
The old crypto marketing playbook is dead. The new one requires more sophistication, more effort, and more strategic thinking.
But it actually works.
Want This Playbook Executed — Not Just Read?
Most teams understand what they should be doing. Very few have the systems, consistency, and operational discipline to actually execute it.
That gap between strategy and sustained execution is where web3-native communities quietly fail.
I work with crypto and Web3 teams as a Community Manager and Customer Support Manager, helping them turn content, conversations, and platforms into real growth infrastructure.
What I help teams do:
Build and scale multi-platform communities (Discord, Telegram, Twitter/X, Reddit)Design and run team-led content and engagement systemsImplement clear moderation, support workflows, and response SLAsTurn community insights into product feedback and retention winsCreate consistency across community, content, and customer support — without burnout
I’ve helped projects go from zero to thousands of engaged users, launched newsletters and education programs, managed ambassador teams, and maintained high response and satisfaction rates at scale.
If you’re done experimenting and ready to run community and support like a core business function, let’s talk.
Reach me:
Barnabas Atam
Community & Customer Support Manager
📧 barnabashq@gmail.com
🔗 linkedin.com/in/barnabashq
The New Crypto Marketing Playbook: Why Everything You Knew Is Outdated was originally published in Coinmonks on Medium, where people are continuing the conversation by highlighting and responding to this story.