Mainstream Cryptos

Bear Market

Crypto Marketing During a Bear Market – Why and What to do

The bear market always comes, but it isn’t bad to be part of a crypto project during a red period—if you have done your planning well, that is.

Why should you do crypto marketing during a bear market?

If you want to have successful marketing and the best possible results from it, you should do some sort of crypto marketing during these periods. Maybe it is hard to believe it, but trust me, when you read the things that you should do while bulls are on vacation, it will make sense to you.

Anyway, as a crypto project founder, CMO, and marketing consultant, I have noticed one very specific characteristic of the current crypto investors. It is that they don’t have much patience. They want everything now or even better—yesterday. And as a crypto project owner if you want to survive, you should keep this in mind and do what is needed to meet this expectation.

All the holders that you have are your shareholders, and they don’t care about financial reports every 3 or 6 months, let alone every 12 months. They want updates every week, or the best frequency would be every 2-3 days, or they will sell. I have seen this many times, I don’t like it, but there is a solution – you have to work in all markets and deliver.

Surviving a bear market with a pretty stable price or even growing in a bear market can give you good chances to be noticed and grow a lot during the bull run. Maybe you have heard the saying – bear markets are the perfect time for building and bull markets are the time for harvesting.

The 4 Phases Of the Crypto Market (and the Difference between the bull market and the bear market)

The four phases of the crypto market cycle are typically used to describe it: the slow accumulation, the fast run-up, the price plateau, and the following run-down. Across all markets, this is a trend that keeps appearing.

Crypto Market Phases

from: chaindebrief.

Accumulation Phase

The beginning of a new project or the end of a previous phase in which the market has already flattened out are both examples of the accumulation phase. In this stage, the majority of the investors continue to sell their assets, due to panic and fear of further dips in price. Despite that, some veteran investors see this phase as an indicator of a bull run.

Run-Up Phase (Bull Market)

The market starts to climb steadily toward higher numbers during the run-up phase. Technical analysts start to pay attention to these initiatives at the start of this period, and this is when most of them start to join the market. The market is currently moving in a definite direction, and the mood has shifted from neutral to bullish.

Distribution Phase

The price reaches a plateau and sellers start to take control in the third stage of the market cycle. When the previous phase’s bullish emotion changes to a mixed sentiment, the cycle has entered this phase. Price will often move in a narrow range where volatility is low and momentum is slow, and this range might extend for days or weeks.

Run-Down Phase (Bear Market)

The run-down is the final stage of a market cycle. This is the most challenging and emotional time for most investors. This appears to be a period of social media pumping for the cryptocurrency markets as well, with the steadfast conviction that the price will keep rising.

How Long Does a Crypto Bear Market Usually Last? What was the longest bear market?

Prices of key tokens have significantly decreased from their all-time highs as a result of the crypto market being in its fifth historical bear market, which started in November of last year. That said, here is a timeline of all the crypto bear markets in history.

2011-2012 market downturn – 185 days

2013-2015 bear market – 415 days

2017-2018 market gloom – 365 days

2019-2020 bear market – 260 days

As you can see, the usual crypto bear market had a draw-down of almost 61%, lasted for an average of 306 days (185 days shortest, 415 days longest), and had a lot of backswings in the months after.

How to Survive a Crypto Bear Market and Benefit The Most From It?

1. Check your website

Crypto Website Marketing

Bear markets are a great time for analysis. One of the very important things that you should do as part of this is to analyze your website. Maybe when you have been building your website: 

– you were in a hurry
– after you have launched it, you have found out that there are things that people want, but you haven’t had a chance to add them
– your website looks too old and/or boring
– your website is not delivering the results that you want

…or something along these lines.

Even if you haven’t had such thoughts it is still a good idea to spend time analyzing your website. Transforming your website into an effective marketing tool (which is actually its purpose) can not only save you a lot of money, but it can help you to achieve a lot of your marketing-related KPIs with ease.

So, use the red market to analyze, optimize, test and repeat. The bear market gives you time to prepare your ship, so when the storm is gone you can sail at a very fast speed and others will wonder how this is possible.

2. Content marketing

Crypto Content Marketing

The bear market is a great time to build and educate your community. It is also a perfect time to educate the web 2.0 people and attract them. Try to explain in more detail what the project is about, what’s the benefits for the current and future investors, and things like that. You should have two goals with your crypto content marketing:

– Educate and excite the current community that you have
– Educate, excite and attract potential investors from the web3 and web2 worlds.

If you want to achieve the best results, you should be consistent. Have a plan – weekly and monthly. It should have information about the topics and frequency of publishing your articles. It is really important to spend some time on this question:

“How many articles can I create every week or every month so I can be consistent for at least the next few months in a way that this doesn’t put too much stress on me?”

Answering this question is crucial because when you start writing, publishing, and announcing your articles, you are creating expectations in your community. The problem is that if in the 7th or 8 week you decide to stop doing that, your community will think that there is an issue with the project. But if you have planned these articles in a way that they don’t affect your work much, you are good to go. There will be no panic selling.

Having articles every week is key. It helps your crypto project be in your community’s thoughts very often. At the same time, if you use the articles to give value and not only to talk about updates, but you can also build goodwill in your shareholders and potential investors.

This gives you a great advantage especially if you make a mistake or something worse happens. In that case, because of the value that you have provided with your content, you have a higher chance for the community to forgive you.

The other benefit of constantly working on the content is that those that are on the fence or don’t know about you, when they feel ready, your project will be the first one that they will ape in. And when the bulls are back, the number of token purchases may go to the moon, because you have spent time and other resources to give value o yourself during a bear market.

3. Community

Crypto Community

Bear markets are a great time for working on your community – including holders and non-holders. In marketing as a whole, there are three very important segments: attracting new buyers, selling to them, and retention. The problem is that in the web 2.0 world, most companies are focused mainly on the first two and they forget about the last one.

It has been proven many times that it is much cheaper and easier to sell to a buyer than to attract a new one.

During bear markets, it is valuable to spend time and figure out how you can keep your community more engaged, more attracted to your project, and even addicted to it.

Maybe you can start doing AMAs more regularly, you can start doing airdrops, competitions, games, lottery, or something else that can achieve the mentioned goals above. The question that you should ask yourself is:

“What I can do that can provide value to my community in a way that they will be more attracted, engaged, and even addicted to my community and project?”

It shouldn’t be something very big or unseen (even though you will get more benefits if you innovate here too), but you should add this as part of your crypto marketing. Investors need to see that you care about them and their money as much as you care about the project.

4. Better prices

Better Prices in Crypto

During crypto bear markets most of the projects don’t spend money on advertising, so the prices for that go down. This means that if you have the budget, and it is part of your crypto marketing strategy, then you have a solid competitive advantage.

During bleeding times influencer, banner, and CPC advertising go down due to the less competition that you will have. At the same time, you can negotiate better prices with influencers because their prices also depend on the demand. So, use the bear time to get more attention to your project and increase your market cap while others are waiting for better times to come in order to do that.


During a bear market, you should continue working on your marketing to attract new users and retention the current community (investors and potential ones). It is of high importance, for a better chance to thrive in both markets, that you deeply analyze your first impression tool – your website. That’s why if you need help with this, or you want to design or redesign it, my team and I would be happy to help you!

If you need someone to give you some directions about your crypto marketing or need feedback on it, we can also help! So, if you want our support, just click the button “Book a Free Convsultation” and schedule a meeting with us today!


author Image

Polar is the CEO and team lead of Mainstream Cryptos. Originating from Europe, his transparency, trustworthiness, and sense of humor have helped him work with clients in the crypto industry to bring them success. He is a European serial entrepreneur with a background in marketing and design. His career evolved into becoming a best-selling author and marketing consultant.

Since 2020, he has been deeply focused on crypto marketing, website transformation, and investing. This has led him to be a co-founder of one crypto project, a CMO, and a crypto marketing advisor. His goal is to help you so your project can become a success.

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