Why Crypto Marketing Fails

Why Growth hard and fleeting

Building a successful crypto project is hard. Very hard. Even well functioning platforms with real users, revenue, and strong teams get hit by reality over and over again. I’ve seen this firsthand working in crypto marketing and community roles since 2018, including my time with OKX and Ripple. ¹

In crypto, reality does not greet you with a hug and a warm glass of tea. It hits you in the mouth and knocks your teeth out. What separates the projects that survive from the ones that do not is not flawless execution or clever messaging. It is the ability to get back up and keep going.

When growth slows, marketing often becomes the scapegoat. Why did all the users leave? Why can’t we grow? It must be marketing’s fault. Before reaching for new tactics, it is worth asking a harder question. Why does crypto marketing fail so often in the first place? In my experience most of the problems are not poor marketing but are a result of decisions and circumstances with unforeseen consequences.

Here Are Five Reasons Your Project Struggles

I’m listing five reasons crypto projects struggle. These have nothing to do with bear markets, bull markets, or whatever macro narrative happens to be popular in the moment. The flaws are always there. Booms just hide them. Busts expose them. If you consistently see these signs, the project is fundamentally unhealthy.

Reason 1: Nobody Likes the Product

In reality, the marketing team is usually not the ultimate reason a project fails. More often, the problem is the product itself.

Great products sell themselves. You see Coca-Cola in a vending machine and you buy it. Marketing does not convince you that Coca-Cola tastes good. It simply reminds you that it exists.

Now imagine if every time you opened a can of Coke it sprayed in your face. Or every time you drank it, you cut your lips. Would a popular marketing campaign suddenly make you want to drink it? That would require mass marketing, cult-level Jim Jones Kool-Aid brainwashing. ² And that’s its own problem.

In reality, all marketing can do (and should do) is polish the product and tell a good story. If the product is a turd, then all the marketing department can do is polish a turd.

What Can Marketing Do?

Tell the development team the truth. This often doesn’t happen because marketers know that honest feedback can cost them their jobs. People like to shoot the messenger. Successful projects design for openness, giving roles like community management the safety to speak plainly. But that only matters if leadership is actually willing to change the product.

Reason 2: Broken Promises and Broken Roadmaps

A broken roadmap is a broken promise. Either the product is incredibly simple and just needs maintenance updates (like Bitcoin), or it’s complex and evolving, which means serious users need to understand the plan (like Ethereum). If the product is simple, it may not need a roadmap, but it does require clear education and a product that actually gets the job done at launch.

If the product is complex, then users need to understand the steps ahead so they can anticipate new capabilities and expanding use cases. Some projects handle this well. Many don’t. Roadmaps slip. Features arrive late, don’t work as promised, or the project announces a bold new direction while pretending the old promises never existed.

When this happens, leadership says, “Just get the community onboard.”

That’s the tail wagging the dog. Crypto exists to serve people, not to conscript them into whatever trend a founder decides to chase next.

In reality, leadership needs to consult the community first. Effective marketing creates commitment to a vision. Once that commitment exists, changing direction without consent guarantees backlash.

If the community is pushed in a new direction marketing is handed a miserable task. Sell a new vision to a new audience while longtime community members publicly complain and advise others not to join. That is a no-win scenario leadership created.

What Can Marketing Do?

Marketing has a responsibility to set expectations using an under-promise, over-deliver mindset. Once expectations are set, leadership must follow through. If the direction truly needs to change, buy-in must come from the community before the decision is finalized. Investors, trends, and founder preferences do not outrank the people the project exists to serve.

Reason 3: Lack of Transparency

One of the main reasons Bitcoin, and later crypto more broadly, was created was because of a lack of transparency. In 2008, big banks sank the housing market, hid the risk in opaque structures, and when it all collapsed, they got rescued.

Executives walked away with bonuses. Governments printed money. Everyone else got stuck with the bill.

That wasn’t an accident. It was the result of opaque data and zero accountability. ³

No one comes into crypto because they want to sign up for the same “bankster” games with a tech geek face. Transparency is the whole reason this space exists in the first place.

If a project is falling behind, running into problems, or about to embarrass itself, it’s always better to tell the community. That only works if leadership actively encourages marketing and community teams to speak honestly.

If you’re going to be an anonymous team, have a good reason for it. Don’t be secretive about things that smart people can dig up anyway.

The community always finds out. Crypto attracts some of the smartest and most curious people in the world. The internet makes it hard to hide. Blockchains make it even harder.

What Can Marketing Do?

Marketing’s role is not to make a disaster sound good, but to communicate honestly. They exist to explain what happened clearly, without adding unnecessary spin or drama.

Honest mistakes can be forgiven. Major projects have survived massive public failures: Bybit endured a $1.5 billion dollar hack, ⁴ Ethereum’s original DAO lost millions of $ETH in one of the most infamous exploits in crypto history, ⁵ and Solana suffered multiple embarrassing network outages. ⁶

Why? Because leadership acknowledged what happened, communicated openly, and accepted scrutiny from users.

Reason 4: Not Showing Up

Ninety-nine percent of success in life is showing up. If you show up in court to contest a speeding ticket and the police officer doesn’t, you automatically win. Crypto is no different. Posting on social media, answering questions, sending updates, and being present in community channels like Discord isn’t busywork. Most projects don’t do it consistently, which means the ones that do win by default.

Many projects actually have decent products but communicate sporadically. They only post when there’s a product update, a partnership, or something they want users to do. This results in long periods of radio silence, because updates and announcements don’t happen every day.

Smart projects fill that gap by providing useful and fun content. That usually includes:

1. Thought leadership

2. Interacting with non competing projects

3. Getting “vibes” from the community

4. Fun memes

5. Polls

The more people read a project’s content, the more likely they are to pay attention to updates and actually use the product. A regular posting cadence trains the audience. Some leaders complain that this is giving away “free education.” That misses the point. The crypto community badly needs education, and projects that provide it tend to earn attention, trust, and participation.

What Can Marketing Do?

Maintain a regular posting cadence and focus on useful or entertaining content. None of it needs to go viral. Using a baseball metaphor, steady singles and doubles still win games if you keep showing up. Marketing also needs to help leadership understand that not everything drives immediate user growth. Regular content builds an audience first, and over time that audience becomes users.

I’ve seen this firsthand. When I was the Social Media and Community Manager at Abra, consistent day-to-day posting grew the social media audience to over twice its size in one year. There were a few viral moments, but the growth came from showing up every day, not chasing home runs. Abra’s user growth tracked closely with its social media growth. It’s possible some people became users first and followed later. Even if that was the case, regular posting created familiarity, trust, and loyalty. That alone made the effort worth it.

Reason 5: Geography Mismatch

One of the most underappreciated problems in crypto marketing is geography mismatch.

A 2025 report from venture capital firm Dragonfly confirmed how severe this has become. The study found that 11 of 12 major Ethereum-based airdrops implemented U.S. geoblocking due to regulatory risk. As a result, American users missed out on billions of dollars in potential token distributions between 2020 and 2024.

Geoblocking has been a persistent issue not just for U.S. users, but also for people in Canada, Australia, and the UK. While technically savvy users can work around these restrictions using VPNs or other tricks, most people won’t. For every one user willing to jump through hoops, many more don’t have the time, patience, or interest.

I saw this firsthand at OKX. I was hired to grow users through Quora, a platform where roughly 30–50% of the audience is based in the United States. I had several posts go viral with millions of views and strong engagement. But signups lagged, because a large portion of the audience simply could not use the product because of regional restrictions.

From the outside, it looked like a marketing failure. In reality, the problem was simpler: we were reaching people who were not allowed to become users.

The same issue appears on X, LinkedIn, and YouTube. These platforms are international, but heavily U.S.-weighted. There is no way to market organically on them without attracting attention from users who are geoblocked.

What Can Marketing Do?

In many cases, marketing can’t fix geography mismatch. It’s a legal and product problem, not a messaging problem. Crypto legal teams need to push for regulatory clarity, and product teams need to build offerings that U.S. users can legally access, or at least provide U.S. friendly alternatives.

But there are a few things marketing can do to avoid making the problem worse.

1. Use paid marketing to geo target the correct users.
   This is expensive and only works well after organic has already been tested.

2. Avoid KOLs whose audiences are concentrated in regions the product cannot legally serve.
   This is easier said than done. Follower geography is often opaque or unreliable, which means even well-intentioned influencer campaigns can amplify mismatch without anyone realizing it upfront.

Even then, no approach fully solves the issue. Social platforms are global by default, and organic visibility will always attract users who cannot legally use the product.

Conclusion

Crypto marketing is difficult because many of its failures are not marketing failures at all. They originate upstream, in legal uncertainty, product decisions, and leadership choices. Teams that appear to have successful marketing are not necessarily better marketers. They’re simply not trying to grow a product inside an environment filled with contradictions, restrictions, and complexity.

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Final Word

Don’t sabotage your own project.

“One who has never lived under constraints doesn’t know what freedom is.”
― Fernando Pessoa

Disclaimer:
The information in this publication is for educational purposes only and does not constitute financial, investment, or legal advice. Always do your own research before making any financial decisions. Cryptocurrency investments carry risk, and past performance is not indicative of future results. I actively invest and trade in the crypto markets, and my personal portfolio and holdings change frequently. Nothing I share should be interpreted as a guarantee of performance or a recommendation to buy or sell any asset.

1. https://copyfol.io/v/nm779bdt

2. https://en.wikipedia.org/wiki/Jim_Jones

3. https://techcrunch.com/2016/06/09/why-transparency-would-have-saved-us-from-the-2008-financial-collapse/

4. https://www.cnbc.com/2025/02/21/hackers-steal-1point5-billion-from-exchange-bybit-biggest-crypto-heist.html

5. https://www.gemini.com/cryptopedia/the-dao-hack-makerdao

6. https://cryptonary.com/solana-network-went-down-again-mainnet-beta-restarts-after-7-hours-of-outage/