The days of anything-goes crypto are over. And honestly, the people watching this space now are a different crowd. In 2025, memes might still get a laugh, but they don’t move markets like they used to.

Expectations are sky-high now, and so is the scrutiny. Audiences are savvier, market fatigue is a real concern, and regulators are watching more closely than ever. This mix of changes is radically reshaping how crypto projects must communicate.

Success isn’t just about launches or follower counts anymore. It’s about building something people understand, believe in, and want to stick around for.

Here’s a look at what’s actually working in crypto marketing today – and what’s still tripping projects up.

Plenty of projects still rely on the same old playbook – drop a token, push the hype, and hope it sticks. But in 2025, the ones that gain traction are doing things differently.

1. Telling a Story Beyond the Token

Many teams still lead with their token. But here’s the thing, tokenomics won’t carry you far unless there’s something real behind it. A reason to care.

The strongest projects in 2025 start with a story: what they’re solving, why now, and who it’s for. That clarity makes people want to follow the journey, rather than just speculate about it.

EigenLayer didn’t gain support due to a clever incentive loop. It won because it painted a big-picture vision for restaking. Farcaster leaned into user ownership and digital identity, not virality. Blast sparked curiosity with product decisions and culture, long before the token was in play.

Their communities didn’t rally around APYs, but around ideas that mattered.

2. Educate First, Then Engage

Let’s face it: crypto is still confusing. But the projects that recognize this early and assist people in getting started stand out quickly.

Expecting them to dive straight into your DApp or invest in your token without proper onboarding is a recipe for frustration and abandonment.

If your product needs explanation (and most do), start there. Break it down without simplifying it. Use real words. Cut the jargon. Give people something they can follow.

Think interactive tutorials, explainer threads, no-pressure walkthroughs. If someone has to watch a Youtube video just to use your DApp, ensure it’s a high-quality one.

When users feel educated and supported, they’re far more likely to become loyal participants.

3. Build in Public, Communicate Transparently

In an industry still grappling with trust issues, transparency is your most potent weapon. The old “build in secret, then launch with fanfare” model is often counterproductive in the crypto space.

People want to see how the project is getting built. They want updates. Changelogs. Wins and fails. Progress, even if it’s messy.

Platforms like X, Github, and regular community AMA (Ask Me Anything) sessions are ideal for this. Share your progress, discuss challenges, showcase iterations, and engage your community in the journey.

If you’re not talking, people assume the worst. If you’re talking like a PR bot, they tune out. Let people in.

4. Let The Community Speak – But Steer the Narrative

The best thing about crypto communities? They move fast and speak loudly.

The worst thing? Same answer.

Community-driven content tends to land with more impact than anything polished by a brand team. When real users share their excitement, it resonates because it feels honest. That kind of energy can be a powerful marketing force. But left entirely to its devices, a decentralized community can drift off-message.

Highlight user contributions, give credit where it’s due, and make people feel like they’re part of something worth building. A strong community doesn’t need a script, but it does require a sense of direction.

5. Pick the Right Channels for Your Stage

Not every platform works for every project. Especially not at every stage.

If you’re still early, don’t waste time on polished PR campaigns. Use X to share quick updates, write developer blogs, and join podcast conversations. Let your founding team show their face and voice.

Once you’re shipping real product, that’s when to scale up. Now it’s about educating, retaining, and scaling. Think YouTube walkthroughs, newsletters, deeper documentation, and strategic partnerships. Paid press and influencers come last, not first.

Your messaging needs time to mature, just like your tech.

Even with the best intentions, it’s easy to fall into patterns that seem effective on the surface, but do more harm than good in the long run. Here are some of the most common traps projects still fall into.

1. Mistaking Airdrop Farming for Community-Building

Large airdrops can generate a lot of noise for a moment. But if you’ve been around long enough, you’ve seen the pattern: short-term incentives mostly attract opportunists. They’re not here to stay, contribute, or care about the mission. They’re here to collect, and once the rewards dry up, they move on.

If you’re going to use tokens as rewards, make them meaningful. Tie them to learning, feedback, and contribution, not just clicks and retweets.

You don’t need millions of wallets. You need a few thousand people who care.

2. Overhyping Without Substance

Buzzwords have always been a part of the crypto world. Right now, it’s all about “AI,” “ZK,” and “RWA.” And to be fair, there’s real potential behind each of those. But just name-dropping them without a clear connection to your product or roadmap? That’s where things fall apart.

Sure, throwing hot terms into your pitch might get you a bit of attention early on. But if there’s nothing solid underneath, people catch on. So if you’re going to say you’re building an “AI-powered ZK RWA platform,” make sure there’s something behind that claim.

It’s always better to be honest about where you are and what you’re building. Even if it sounds less flashy, clarity and credibility go a long way beyond hype.

3. Ignoring Regulatory Signals

With regulators tightening rules across the crypto space, overlooking legal boundaries can result in the shutdown of your entire project. And “we didn’t know” doesn’t count as an excuse.

You need to be clear on what you can and can’t say, especially when it comes to anything that sounds like a promise of returns. Watch your language. Avoid making guarantees and be extra careful when working with influencers. You need to be sure they’re being transparent, following all the rules, and genuinely believe in what your project stands for.

Rules change from place to place, so staying up to date is a continuous effort. Always get advice from legal experts.

4. Automating Human Engagement

We all use bots. They’re great for handling repetitive tasks like answering FAQs or keeping spam out of your channels. But if you’re trying to build a real community, automation will only take you so far.

Most people can tell when they’re being brushed off. If every reply sounds like it came from a template, it’s obvious there’s no real person paying attention. And that’s when trust starts to slip.

If you’re trying to build a real community, you need to actually be there. That means listening, responding thoughtfully and showing your members they matter.

Your community managers are the face of your project; empower them to build genuine connections with your audience.

5. Thinking Only in Launch Terms

One thing is certain: A Token Generation Event (TGE) is a milestone. It’s something to celebrate – but it’s not the end of your story. It’s where the real work begins.

To keep people engaged, your marketing plan needs to extend well beyond day one. That means sharing real progress, rolling out features, running community initiatives, creating useful content, and maintaining steady communication.

Map your next 6-12 months before the token goes live. What will users be doing? What will they be waiting for? How will you stay relevant?

If your entire plan fits in a tweet thread, it’s not a plan

The projects that genuinely succeed are those that respect their audience’s intelligence, communicate with a clear purpose, and consistently think beyond the initial launch.

The real challenge lies in discerning the difference, and then having the patience and conviction to stick with what truly builds something meaningful.

If you’re indeed building for the long haul, start by showing people why they should care, and keep giving them reasons to stay.

Feel free to reach out on Linkedin or telegram if you’re navigating similar challenges.

About the author

Eli Bordun is the Business Development and Partnership Director at Bitcoin.com. With deep expertise in the blockchain space, he has worked with over 1000 Web3 startups – helping them craft strategic market entry plans, build impactful partnerships, and strengthen their brand presence across the crypto ecosystem.

Connect with the author :

Linkedin – https://www.linkedin.com/in/eli-bordun-8b9a0b220/

Telegram – https://t.me/eli_bizdev

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