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The smart money is pouring into crypto. Over the past several months, institutional investors from Wall Street hedge funds to publicly traded giants have been accumulating Bitcoin and its alternatives. This trend may signal the early stages of a new bullish cycle, prompting thousands of projects to emerge from hibernation and capitalize on opportunities.
That’s precisely when PR becomes most in-demand in the crypto industry. According to Mike Ermolaev, founder of Outset PR and one of the sharpest minds in crypto market analytics, there’s a direct correlation between market conditions and businesses' interest in PR services. “Every year, the pattern repeats: when Bitcoin's value surges, crypto projects race to seize the momentum,” he notes.
“In these periods, many blockchain companies intensify PR campaigns, roll out new products, enhance founders' personal brands, and expand influencer collaborations, all aiming to leverage market optimism.” However, Ermolaev emphasizes that top-of-mind awareness (being recognizable and trusted across all targeted audience segments) isn't merely a product of bull markets but rather a systematic process requiring sustained effort, regardless of market cycles. With the influx of institutional capital, the crypto space is about to get louder and even more competitive.
Projects that once relied on sporadic PR activities or community hype may soon compete with VC-backed giants and Wall Street-caliber teams. That’s why increasing brand visibility is critical in today’s crypto landscape – as is understanding the market dynamics shaping this new reality. Institutional Interest in Crypto is On the Rise The first quarter of 2025 saw massive inflow of capital into Bitcoin from large-cap companies.
MicroStrategy, the largest corporate BTC holder , has increased its holdings from around 446,000 in January to nearly 528,000 in April 2025. Notably, the company began accelerating its purchases after Donald Trump’s election win in November 2024, doubling its stash from around 252,000 BTC in just five months. Second largest corporate BTC holder, Marathon Digital Holdings, has also increased its exposure to Bitcoin: in December 2024 it stood at over 40K BTC while in April 2025 it reached over 47K.
Meanwhile, others are just joining the BTC buying spree. GameStop, one of the largest global video game retailers, recently announced plans to add Bitcoin to its treasury. As seen from the stats, the institutional enthusiasm is building rapidly.
But what’s driving this renewed appetite from smart money? Confidence in Crypto Rising Fueled by Regulatory Clarity Beyond price speculation, it’s the growing belief that crypto is entering a more stable, mature phase thanks to clearer regulations and improved infrastructure. A recent survey by Coinbase and EY-Parthenon supports this. It reveals the rising confidence in digital assets confirmed by the fact that 86% of institutional investors surveyed either already hold crypto or plan to invest this year.
Almost all of them, 85%, increased their digital asset exposure in 2024, and nearly 60% now plan to allocate over 5% of AUM to crypto which underscores a strong confidence in the asset class. Notably, 79% expect crypto prices to rise in the next 12 months, while 68% see crypto as the top asset class for risk-adjusted returns over the next three years. As seen from the survey, the top reason for the rising interest in crypto is the emerging regulatory clarity.
And the regulatory landscape is improving indeed. Specifically, the EU’s MiCA regulation came into force in 2024, and it provides a standardized legal framework for digital assets across member states. Furthermore, the U.
S. FIT21 Act has helped delineate crypto oversight between the SEC and CFTC, reducing legal ambiguity. In the UK, proactive licensing by the FCA, like granting a derivatives license to Galaxy Digital, signals a maturing regulatory landscape.
Amid these shifts, institutional investors increasingly recognize crypto as a credible asset class which fuels a growing appetite for exposure. In turn, this wave of institutional accumulation could be setting the stage for the next crypto boom. Increased Institutional Adoption Historically Lead to a Rally Institutional participation often reflects a broader shift in how crypto is perceived across the financial ecosystem.
When large, regulated organizations begin allocating capital to crypto, it signals that the asset class might have moved beyond speculative hype. History suggests that previous bull markets were often ignited by institutional milestones that changed the way big money viewed digital assets. In 2020–2021, the wave began when MicroStrategy became the first public company to add Bitcoin to its balance sheet.
The momentum continued into February 2021, when Tesla announced a $1.5 billion investment in Bitcoin and plans to accept it as payment, further validating cryptocurrency's role in corporate strategy. The 2017 rally had its institutional spark too: the launch of CME and CBOE Bitcoin futures.
Though the market was still retail-driven, these futures introduced the first Wall Street-backed instruments tied to crypto. Fast forward to 2024, and the approval of spot Bitcoin ETFs marks another turning point. With giants like BlackRock and Fidelity involved, institutional capital has flooded in — over 500,000 BTC are now held by ETF issuers, and the trend shows no signs of slowing.
In an interview with Mike Ermolaev, Bitget COO Vugar Usi Zade shared his outlook on the ETF market , anticipating that inflows into Bitcoin ETF products could climb to $35 billion, underscoring the scale of institutional interest. Ermolaev himself elaborates on how crypto adoption by big-name companies impacts market dynamics: “ Each time institutional involvement improves, prices surge. If this pattern continues, the current cooldown phase may be the quiet before another powerful rally, this time backed by Wall Street-scale capital and long-term conviction .
” Strong Visibility Lays the Foundation for Bigger Wins in a Bullish Cycle It’s a common belief that in a bull market, everyone wins. With investor optimism surging, some companies assume that their projects will attract attention and capital regardless of strong branding or visibility. But reality paints a different picture.
Drawing from his extensive PR expertise, Ermolaev challenges this passive mindset directly: “ The market rewards visibility. If your project isn’t being talked about before the rally, it’ll be harder to catch attention when everyone’s shouting. ” He emphasizes that brands treating PR as a long-term strategy are the ones best positioned to succeed when the cycle turns bullish: “ When the market shifts, these brands are ready to scale whether by targeting new regions, launching new products, or securing tier-1 media coverage.
But none of that’s possible without a stable media presence already in place. ” To prove this point, Ermolaev has cited the ChangeNOW case , solved by his Outset PR agency that has already helped multiple projects scale their visibility globally during previous market cycles. “By consistently helping ChangeNOW build their media presence over time, we were able to strengthen their brand awareness and establish the level of trust needed with the audience.
As a result, when the bull market hit, our lead generation efforts translated into an impressive influx of new users.” Another example of brand awareness unlocking new audiences is Outset PR’s campaign for Step App , a move-to-earn platform. Leveraging the app’s established PR legacy, the agency’s traffic acquisition strategy successfully expanded its visibility in the US and UK as the bull market unfolded in late 2023.
Ultimately, Step App saw a 60% increase in website traffic. Notably, the market value of the platform’s FITFI token surged by 150% during the campaign. According to Ermolaev, these cases highlight the importance of making your brand visible, especially at a time, when the market is heating up for another supercycle.
His message is clear: businesses that wait until the rally may find themselves too late, while those that succeed invest in brand awareness beforehand. “To gain momentum in bull markets—and sustain it beyond—embracing strategic, consistent PR is a smart choice. Tell your story, showcase your value proposition, and always align with your customers' demands.
You'll soon see how this foundation expands your business opportunities and helps you remain highly competitive, even during busy periods.” Final Words Institutional adoption of crypto is accelerating: hedge funds and corporations are buying Bitcoin, backing ETFs, and signaling long-term commitment. Clearer regulations fuel the increase in confidence among investors, laying the ground for the next bull run.
However, this bull run may be different due to institutional involvement, which brings polished messaging, tighter narratives, and sophisticated players. Crypto companies without a solid communications strategy risk being overlooked. Public relations is crucial for shaping public perception before the spotlight intensifies.
Investing in smart outreach, local language campaigns, and media trust-building will position companies for success. The next bull wave will reward projects that are prepared, visible, and credible before the increased attention and investment arrive. Join our WhatsApp Channel to get the latest news, exclusives and videos on WhatsApp _____________ Disclaimer: Analytics Insight does not provide financial advice or guidance.
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