jakiro
Author: BCMO, encryption researcher; compiled by: 0xjs@bitchain vision
This is largely related to the name itself—”encryption”—but we will return to this topic later.It’s no secret that marketing anything in the crypto space feels like going upstream, but why?It’s not just technical terms or the occasional headlines about hacking and scams.If you are not NFT, Meme or the latest hype project, good luck will attract attention.As for mass adoption—in my opinion, it’s the ultimate goal—we can almost forget about it now.
Marketing encryption is a bit like trying to explain the internet in 1995.Everyone knows it should change the world, but no one can say exactly how or when.This is a big part of the challenge: cryptocurrency means a lot to many people.It’s like a mess of products and creative buffets.So where do we start?
1. Past: Represents a new beginning
Not long ago, it seemed that everyone started to get into the cryptocurrency field with curiosity and excitement.The early crowd was not just tech enthusiasts, they were also people who were disappointed with traditional systems and tired of acting in accordance with outdated financial rules.Cryptocurrencies represent a new beginning, a way to control your financial future without relying on big banks or traditional institutions.Not to mention, it is a way to express the inner rebellion of all of us.Of course, timing also helps.With lower interest rates, coupled with some extra cash from the stimulus package, people have a little breathing room to try this new decentralized world.
2. Now: The excitement fades
Fast forward to today and things look different.The market crash, project failures and the negative coverage that followed have frustrated many people (righteously) and the public is skeptical at best.The excitement has faded.Now, when you try to do sales in this field, you are facing a more skeptical, more broken audience.The motivations that once drove people to join—financial freedom, decentralization, and even the idea of accumulating generational wealth—has become harder to exploit.
So, how to attract audiences who are already disappointed, or worse, indifferent?This is the first question.
In the early days, platforms such as Telegram, Discord, and Twitter were the lifeblood of cryptocurrency marketing.The community gathers here, the project announces major initiatives here, and it seems everyone is involved in the discussion.But what about now?The social media landscape has become much more chaotic.Twitter (now strangely called X) is no longer that powerful coordination machine.Like other platforms, it is basically muted due to channel fatigue and huge amount of information.
3. Encryption is facing an identity crisis
So now you are no longer just marketing to a large group of people.What you have to face is multiple scattered groups, each with its own communication method and preferred platform.It’s like trying to hold a party, but half of the guests are using Zoom, some are texting, while others are only replying to voice memos.Good luck to get everyone involved.
Let’s face it – Encryption is facing an identity crisis.Initially, it was related to decentralization and a rebellion against traditional finance.Then there are DeFi, NFT and meme coins, each with its own followers.What about now?Encryption is both everything and nothing.
It is DeFi.It is Web3.It is a smart contract.It is a digital collectible.It is DAO.And more.So many applications lead to too many competing narratives and priorities.One group wants to focus on decentralized finance, another group wants to focus on consumer applications, and another group wants to create the next large NFT marketplace.
So, what stories do you tell when you try marketing?What will you highlight?The truth is that no single narrative can apply to the entire field.You can’t just say “encryption is the future” and expect people to understand what the future looks like.This is confusing, and confusing audiences rarely translate into customers or users.
One thing that has hurt cryptocurrency marketing over the years is that people tend to pay too much attention to the technology itself.I mean, don’t get me wrong – this technology is impressive.Smart contracts, decentralized governance, 2-layer expansion solutions, ZK-rollups – these are all cool, but what about ordinary people?They don’t care.They don’t want to know how sausage is made; they just want to know why it’s better than they are used to.
4. Crypto lacks a unified vision
That’s the real marketing challenge.You should not sell technology, but vision.What exactly can cryptocurrencies bring to people?Can it free people from the shackles of traditional banks?Can it trigger a new wave of digital ownership?Can it provide a truly decentralized future that gives people more control over their data and assets?
The projects that win in marketing are not those that speak the latest buzzwords and acronyms.but projects that portray compelling visions.But the tricky thing is: Even the vision becomes fragmented.Are we building a decentralized financial system, or are we creating the next iteration of the Internet?Have both?Neither of either?The lack of a unified vision makes marketing more difficult.
V. Crypto needs good reputation, community support and practical use cases
Now let’s go back to the trust issue.NoWhether you like it or not, cryptocurrencies have some reputational problems.Fraud, fraud and regulatory crackdowns all have an impact on it.Even if a project is legal, it is difficult to convince the public that it is not another flash in the pan action.It is always difficult to market something with this stigma.
How to win trust in an industry known for its volatility and risk?This is another marketing nightmare.You can’t just post the word “decentralized” to something and count on people to trust it.You need a good reputation, community support and real-world use cases.
In the early days, cryptocurrency marketing was all hype.ICO promises to completely change the world and everyone will become a millionaire.But the bubble burst and now people are wary of anything that sounds too good to be true.Authenticity is the core of the game.People want to know what your project can actually offer, not just what it desires.
The problem is, it’s hard to find a balance.If you make too much hype, you will be considered a scam.If you are too cautious, you will be ignored.Marketing in this area means finding a balance between excitement and trustworthiness.
6. Return to Crypto itself
Now, let’s talk about this name – “encryption”.It sounds dark, mysterious, and even a little dangerous for a significant audience (not me, nor anyone reading this).The word itself carries a burden.It is difficult to market a technology that is still regarded as a niche and somewhat suspicious by the public.Of course, diehards like the name, but if the goal is to adopt a large scale, we face brand issues.Personally, I’ll try to use the word “blockchain” instead of “encryption” whenever possible.
So,Why is marketing encryption so difficult?There is more than one reason.It’s a split audience, an unexplained technology, a competing vision and a difficult reputation issue.
In such a complex field, the path forward for marketers is not easy, but focusing on authentic, vision-driven messaging is the first step to overcoming these obstacles.
