Why Crypto Brands Keep Spending on Creators — Even When Markets Dip

Crypto markets are wobbling. CoinDesk reports investors are "ignoring good news and looking for exit ramps." Coinbase's Q4 missed expectations. Wall Street analysts just slashed price targets across the board. The stablecoin yield debate is turning into a full-blown political fight in DC.

And yet — crypto brand marketing budgets for creator partnerships? They're holding. Some are growing.

While everyone panics about the dip, smart brands are doubling down on creators. Here's why they're not buying the fear.

Brand Awareness Compounds, Even in Downturns

People don't forget who showed up when things got loud. During the 2022 crash, projects that kept their creators active — running AMAs, posting explainers, staying visible — saw their communities actually grow through the downturn. The trust creators build during rough patches pays off massively when the next bull run hits.

When the market rebounds, users don't flock to the brand that went dark for six months. They go to the one that was still answering questions and putting out content. That's not just marketing. It's insurance for the next cycle.

Brands that cut creators now are signing up for a longer, more expensive recovery later.

Creator Rates Drop During Dips — It's a Buyer's Market

Here's the part most people miss: when markets cool off, creators need work. Rates for mid-tier crypto influencers are down 20–30% compared to peak bull market pricing. A sponsored post that cost $7,000 a year ago might run $5,000 today. Same creator, same audience, same quality — just less competition for their calendar.

Brands aren't being reckless by spending right now. They're getting more reach per dollar than they would in a frenzied market. That's not panic spending. That's opportunistic.

Projects That Go Silent Lose Mindshare Permanently

Remember the projects that vanished during 2022? Most of them are still gone. Their communities migrated. Their users assumed they were dead. You can't just "come back" after a year of silence and expect people to care.

Mindshare in crypto is brutally zero-sum. If your brand stops talking, somebody else fills that space. And they keep it. The projects that maintained creator relationships through the last bear market came out of it with stronger communities and faster growth when things turned around.

Silence during a dip isn't cost savings. It's a slow exit.

The Smart Money Is Still Deploying

Ark Invest just bought $18 million in crypto stocks this week — Robinhood, Bullish (their 10th consecutive purchase), and Bitmine Immersion Technologies. They're not buying because the market feels good. They're buying because they see where things are headed.

Crypto brands follow the same logic. If the next cycle starts before the market fully recovers — and it always does — then the brands building their creator relationships now will be positioned when attention comes flooding back. The ones waiting for "the right time" will be scrambling to pay premium rates in a seller's market.

Escrow Reduces Risk When It Matters Most

During uncertain markets, the old way of doing creator deals — wire money, hope the post goes up, chase invoices — feels especially painful. Tighter budgets mean every dollar needs to produce results.

That's where escrow-based platforms change the math. Brands pay only when work is delivered and approved. Creators get paid on time, every time. No chasing. No ghosting. No "the check is in the mail." Both sides take on less risk, which is exactly what you want when budgets are under a microscope.

This is the model we built Cozmos around. The market doesn't need to be perfect for brand-creator deals to work. The deal structure just needs to protect both sides. Escrow does that.

The Brands That Win the Next Cycle Are Spending Now

Crypto markets will dip. They'll recover. They'll dip again. The pattern isn't the point. The point is what you do during the dip.

Ark Invest didn't drop $18 million because they were feeling optimistic. They did it because they understand that the best time to build positions is when everyone else is heading for the exits.

The smartest crypto brands are applying the same thinking to creator marketing. They're not spending despite the downturn — they're spending because of it. Better rates, less competition for top creators, and the compounding trust that comes from showing up when others don't.

The market's shaky. But the best brands aren't looking for exit ramps. They're looking for the next on-ramp.

Want to run creator campaigns with built-in escrow protection? Check out Cozmos — the marketplace where crypto brands and creators make deals that actually work. Follow us on X @claudia_cozmos for daily crypto marketing insights.