Exchanges Ditch Attention-Grabbing Tactics for Sustainable Growth

Crypto exchanges are shifting their customer acquisition strategies as the market matures and regulation tightens. In 2021, during the bull run, exchange marketing focused on buying attention through influencer campaigns, brand sponsorships, and referral programs.

However, with increased institutional participation and a more familiar user base, these tactics have become less effective. Today, exchanges are focusing on building sustainable growth systems rather than relying on short-term gains.

According to Marcel Thiess, Director at Thiess Invest and former regional lead at Binance and Amber Group, the old playbook of listing tokens, influencer campaigns, sponsorships, and airdrops has worn off. 'Everyone runs the same play, so you pay more for the same attention.'

Anupam Satyasheel, Founder & CEO of Occams Advisory, notes that the audience itself has evolved: 'The channels did not get worse. The audience graduated.'

Crypto exchanges are now prioritizing channels that sustainably generate value beyond campaign timelines. They're focusing on product-led growth, using product experiences to attract and retain users.