Marketing Cryptocurrencies Today

With support from the American government, these are exciting times to be working with cryptocurrencies again. That, coupled with the strength of Bitcoin is making 2025 a great year for the entire cryptocurrency industry.

Though, as we all know, with cryptocurrencies, dramatic changes can happen quickly, erasing months of gains. That said, the industry has matured, and some of the changes being made are designed to increase the stability of the entire cryptocurrency industry.

The growth and greater stability are bringing new companies and products into the industry. In 2021 and into 2022, marketing in the industry included the Super Bowl, with the 2022 Super Bowl dubbed ‘The Crypto Bowl’. While there are times when it makes marketing sense to buy a Super Bowl commercial (or the naming rights for a stadium), particularly to reach many prospective users simultaneously and for market education, there are more cost-effective ways to add or re-engage users for your cryptocurrency offerings.

In 2025, we’ve experienced a lot of success in adding new and retaining existing users via mobile marketing campaigns across both iOS (Apple) and Android platforms.

Here are some successful tips for those marketing cryptocurrency products and services.

Go broad, go local

Everyone wants an app to be a top app in their category in the US market, but there are many countries in the world, and almost all of them are less competitive and therefore, less expensive than the US market. Since the US-based users are the most valuable,  we do target the US market with most of our cryptocurrency campaigns, but we also recommend that our clients target leading markets in the rest of the Americas, Europe, Asia, and the Middle East.

An important factor when targeting local markets is to understand the market dynamics, including the presence of local players with strong market positions.

When targeting local markets, you should consider running ads in the local language. In some countries/societies, marketing in English is fine, even preferred. In other countries, local targeting can be the difference between success and failure. Your local market team or consultants can help you make this decision. If you translate your app, make sure that multiple native speakers have reviewed the translated app before publishing it in the app store, particularly if it’s a language with multiple dialects or local differences.

One reason why it’s important to ‘go broad’ when marketing cryptocurrencies is to build awareness and trust in your brand. Prospective users won’t invest in a cryptocurrency brand that isn’t familiar. Beyond advertising, cryptocurrencies should invest in content, including explainer videos and webinars, white papers, and other content to build user trust in the cryptocurrency offering.

Consider new targeting channels

As someone who's been marketing in the cryptocurrency industry for over five years, my team and I are constantly testing new apps, channels, and traffic sources across iOS and Android operating systems. One channel that has been effective for our cryptocurrency campaigns is contextual targeting, where we target prospective new and returning users via in-app and web-based content contextually relevant to cryptocurrencies. With the increase in Bitcoin’s price and the US government's activity around cryptocurrencies, there has been more contextually relevant content in 2025.

When marketing cryptocurrencies, some of the major platforms, including Meta, Google, and TikTok, won’t let a marketer advertise unless they’ve been whitelisted. Being whitelisted means that you’re legally licensed to market your cryptocurrency offering in the respective country/region.

Thanks to the broadened tactics we’ve implemented in cryptocurrency campaigns, including the diversification of targeted channels, enhanced audience targeting, and more sophisticated campaign optimization technology, our clients are benefitting from better performance in 2025. Specifically, our clients are experiencing a 15% decrease in cost per new user, while our conversion rate increased by 77%, as revenue growth increased by more than 50%.

With cryptocurrencies not directly impacted by tariffs, 2025 could be a strong year for the industry as long as the general economy remains healthy. With a global outlook and smart and targeted marketing, now is the time for those in the industry to grow their business via targeted mobile marketing.