The thing about binance that makes them so powerful and so big is the fact that they gave out 50% of the commissions for affiliates for a long time when they started, that meant that affiliates were basically half owners of the website.
Whatever the website was making, half of it went to people who invited others to that website. And there was ICO process as well that they gave BNB to investors so there was a lot of things relied on them being good. Of course that meant people shared their affiliate links to binance everywhere, I have seen it literally every single crypto related place, people shared their links on telegram, on forums, on chat channels, on social media, it was like a huge craze and that is how they got so big. I guess them being a proper company also helped a lot as well.
In short they arent really greedy as hell on setting out that 50% commission for affiliates which you cant see in any platforms that do offer such high rate.Its anticipated that people will surely dive into this one
spreading all the links in all lurks in the net since they do know the money making possibility.
Also, they had joined out other industries as well on where they do able to spread out their exposure and popularity even more.They might not really that much active to marketing or advertisement but their
current developments and updates do such stuff instead.