By 3Bet Media editorial team, 29 September 2026
How crypto projects spend their marketing budgets has changed more in three years than in the previous ten. A crypto marketing budget in 2026 is a plan for turning a token, exchange or app into users, and the largest single line in most of them is now creators: KOLs on X and YouTube, streamers on Kick and community owners on Telegram. This article breaks down where the money goes, what each channel costs and which ones actually bring users who stay.
Why did creators overtake paid ads?
Because the big ad platforms restrict crypto. Google, Meta and app stores require licences and approvals that most projects cannot get quickly. Creators have no such gate. They also carry trust: a wallet tutorial from a known creator gets used, a banner gets ignored.
Speed matters too. A token launch has a window of days. Twenty creators can post within 48 hours; an ad campaign takes a week to approve.
Where does the money go?
| Channel | Typical share of budget | Cost benchmark | What it is good for |
|---|---|---|---|
| KOLs on X and YouTube | 35 to 50 percent | 300 to 20,000 USD per post or video | Awareness, launch spikes |
| Streamers and live AMAs | 10 to 20 percent | 500 to 8,000 USD per session | Education, trading products |
| Telegram and Discord communities | 10 to 15 percent | 200 to 3,000 USD per placement | Retention, direct conversion |
| PR and media | 10 to 15 percent | 500 to 5,000 USD per article | Credibility, search visibility |
| Events and sponsorships | 5 to 15 percent | Varies widely | Partnerships, B2B |
| Paid ads where allowed | 5 to 10 percent | CPM 5 to 40 USD | Retargeting |
What actually converts?
Measured by cost per active user after 30 days, the ranking most teams report is: Telegram and Discord placements first, streamer sessions second, mid-size KOLs third, top-tier KOLs last. Big names bring views, not wallets. Agencies that manage creator networks for Web3 and iGaming brands, such as 3Bet Media, now push clients toward hybrid deals, a smaller flat fee plus payment per verified user, so creators are paid for results rather than reach.
The other lesson is disclosure. Regulators in the EU and US have fined projects and promoters for undisclosed paid posts, and audiences punish it faster than regulators do.
How should a small project allocate 50,000 USD?
A workable split: 20,000 USD on ten to fifteen mid-size KOLs across two languages, 8,000 USD on four streamer sessions, 7,000 USD on Telegram and Discord placements, 8,000 USD on PR and search content, 5,000 USD on retargeting where allowed, and 2,000 USD held back to double down on whichever channel wins in the first two weeks.
FAQ
Do KOLs still work after the 2024 to 2025 scandals?
Yes, but vetting matters. Projects now check past promotions, audience quality and disclosure history before paying.
What is a fair KOL price?
Roughly 10 to 30 USD per 1,000 real views on X and YouTube for mid-size creators, with premiums for exclusivity.
Should we hire an agency?
If you need many creators in several markets quickly, yes. If you have one market and an in-house community manager, go direct.
How long before results show?
Awareness within days, retained users after four to six weeks, which is why the 30-day cost per active user is the metric that matters.
