How to promote a crypto project: a staged plan from testnet to listing

Stage the promotion to what is live

Each stage feeds the next. Explainers become clips at TGE, testnet users become the first community voices, and search pages built early catch the people who hear the name later. Our token launch marketing page shows the TGE sequence in detail.

Check the promotion rules before you book anyone

• EU. MiCA Article 7 requires crypto marketing to be fair, clear and not misleading, and consistent with the white paper.
• UK. Crypto promotions must be approved by an authorised firm or fall under an exemption, and refer-a-friend bonuses are banned.
• US. The SEC has charged promoters who touted crypto asset securities without disclosing payment, and the FTC expects every paid post to say so clearly.
• Ads. Google runs crypto ads only for certified advertisers in each country, so many projects cannot buy search ads where they want users.

Write the approved claims into one brief. Creators keep their voice, but nobody improvises a price target.

Pick creators for the job, not the follower count

A technical reviewer and a trading KOL do different jobs. The first makes people understand the product; the second makes traders look at the chart. Book both at the wrong time and both underperform.

Before anyone reaches the shortlist, check engagement against followers, bot share, past sponsored posts and how those projects did afterwards. Our crypto KOL due diligence checklist lists every check.

Build owned channels before the reach arrives

A KOL wave lasts a few days. What keeps the users is a moderated Telegram or Discord with answers ready, a site that ranks for your name and comparisons, and content that keeps explaining after launch.

Set up scam reporting and impersonator monitoring before the first big post. Launch days attract fake support accounts and drainer links within hours. That moderation work is what our crypto community management service covers.

Which creators fit which kind of crypto product

Mixing types works, but each creator should have one job. Asking a meme account to explain a lending protocol rarely helps either side.

Measure in product actions

Pick one number per stage: waitlist sign-ups, testnet tasks finished, wallets connected, funded accounts or trading volume. Give every creator their own link or referral code and read results from the contract or your back office, not screenshots.

Five mistakes that waste a crypto launch budget

• Buying reach before there is a product. Impressions on a waitlist page decay before anyone can act on them.
• Paying on follower count. Bought followers and reply rings inflate the number you pay for.
• One giant post instead of a sequence. A single big KOL post on launch day gives no time to fix the message or the funnel.
• No owned channel to catch the traffic. Without a moderated community and pages that answer questions, curious users bounce to scam copies.
• Undisclosed or price-led posts. They create legal risk and teach your audience to expect pumps rather than a product.

Fixing these is cheaper than any extra creator: sequence the waves, check every audience, and have somewhere for users to land.

Where 3betmedia fits

We run the creator, community and search side of a crypto launch: KOLs on X, YouTube educators, Telegram and Discord moderation, clips, UGC and SEO. We do not provide market making, paid volume or investment advice. See our crypto marketing agency page for how we scope it.