This post is taking part in the Devconflict x Kiwi writing contest.
It was an interesting debate between Remco Bloemen, who advocated for scaling solutions to focus on onboarding the next 1 billion users, and Vadim Koleoshkin, supporting a more tailored approach to onboarding the next 1 million users by emphasizing refined user experiences and niche adoption strategies.
After the thought-provoking debate, the attendees were asked to vote on whether blockchain platforms should prioritize mainstream users over crypto-native users. In the final poll results, 16 voted in favor, 7 disagreed, and 5 abstained.
Although the majority of the attendees voted in support of onboarding the next 1 billion users, I found the opposite perspective to be the most compelling. This essay delves into the reasons why focusing on the next 1 million users could pave the way for sustainable growth, deeper engagement, and long-term success in the blockchain ecosystem.
The Problem With the Next 1 Billion Onboarding
The mere concept of onboarding 1 billion people to this space doesn't itself guarantee that they'll be engaged with the core principles, use cases, or long-term vision of blockchain-based projects.
Clubhouse from the Web2 space is a good example of the quick, massive user onboarding strategy that failed to sustain long-term engagement and maintain its user base. The app installs reached a monthly download peak of 9.6 million in February 2021, only to drop below 1 million in April 2021.
Along with the reduced number of app installs, the overall interest in Clubhouse also decreased drastically over time. According to Google Trends, Clubhouse's interest started to decline from its peak at the end of February 2021 to zero by the end of November 2021.
The challenge is even bigger in the Web3 space as it isn't just about attracting users; whether it's managing wallets, voting on governance proposals, or using dApps, Web3 demands more involvement than Web2. Rushing to onboard 1 billion users without proper education or tools could overwhelm networks and weaken the core values of decentralization and community.
To understand this better, let's look at the example of the Telegram wallet. With Telegram's massive user base of over 950 million, the platform had a significant advantage in introducing its wallet to a wide audience. This large pool of existing users made it easier to onboard individuals to the wallet, leveraging familiarity with the app and its ecosystem to drive adoption.
However, despite these advantages, the daily transactions on the TON blockchain dropped from its all-time high of 18.1 million in September 2024 to below 5 million within two months, an almost 73% drop.
Similarly, the active daily wallet count, which stood above 1.8 million at the end of September 2024, fell by nearly 68% to around 585,000 by mid-November 2024. This drop demonstrates that onboarding large numbers of users is only the first step; retaining their engagement is the real challenge.
What's crucial is not just the size of the user base but how effectively a project can foster ongoing participation and create value for its community. The real challenge lies in keeping users engaged and ensuring they feel invested in the technology. Without this, even a large user base will mean little if people don't actively contribute or find lasting value in what the project offers.
To truly succeed, blockchain projects need to focus on building a community of deeply engaged and loyal users. These are the individuals who will not only adopt the technology but also become long-term contributors. Without this foundation, all the growth in the world won't have a meaningful impact.
The takeaway is simple: it's not about onboarding a billion users quickly but about ensuring those who join remain engaged, empowered, and committed to the project's success.
Benefits of the Next 1 Million Onboarding
Vadim Koleoshkin's approach, which emphasizes starting small and focused, suggests that rather than immediately building for hundreds of millions or a billion users, it's best to get things right for the first million users. This user-centric approach helps to understand user requirements, address early issues based on their feedback, and then scale accordingly.
Focusing on a very specific use case and targeted audience first can be an effective strategy for sustainable growth. Vadim also argued that trying to build for everyone doesn't work well, as various core blockchain aspects like privacy, ownership, transparency, and decentralization might be compromised.
For a technology like blockchain, it makes more sense to focus on building for the actual engaging user base rather than running after the numerical metrics that don't reflect meaningful interaction or long-term value. By prioritizing user experience and engagement, projects can foster a loyal community that truly understands and supports the platform's goals.
This focused approach creates room for continuous improvement and innovation, leading to a more solid foundation that can handle larger scales in the future. When the initial group of users is genuinely invested in the project, they become advocates and contributors to its growth, creating organic momentum.
A successful example of this approach is Uniswap, the popular decentralized exchange built on Ethereum. Uniswap's early success came from focusing on providing a simple, effective service for crypto enthusiasts and traders rather than trying to cater to mass-market users right away.
By building a loyal user base that valued decentralization, ownership, and liquidity, Uniswap became a leading platform in the decentralized finance (DeFi) space. This approach allowed Uniswap to grow sustainably and scale into one of the most widely used decentralized exchanges, showing the power of targeting a specific, engaged audience first.
Ultimately, targeting the first million users provides valuable insights, allows for iterative development, and builds the trust needed to scale successfully. It's about quality over quantity, and creating a product that resonates deeply with a smaller audience will eventually lead to stronger, more sustainable growth in the long run.
Conclusion
While the idea of onboarding 1 billion users is tempting, the true success of a blockchain project lies in the depth of engagement, not the breadth of users. Clubhouse and Telegram's example highlights that rapid growth without a solid foundation leads to unsustainable results.
Rather than rushing to attract billions, focusing on the first million users allows projects to refine their offerings, understand their community's needs, and build a loyal user base that will foster long-term growth.
Blockchain projects need to prioritize quality engagement, user experience, and a deep understanding of the technology's core values to achieve sustainable success and create a meaningful impact in the Web3 space.