Recent research shows that decentralized exchanges that distribute tokens via airdrops see a big boost in user numbers and transactions. But, is building communities this way just crypto’s version of printing money?
Airdrops — the disbursal of free tokens to early users as a way of rewarding and building momentum — have been around for years but came to prominence thanks to Uniswap’s retroactive largesse in 2020. Nearly anyone who’d used the exchange before a certain date was gifted 400 UNI tokens and those who held their tokens saw a substantial increase.
But, as the market became more mature and more people entered the space, the use cases for airdrops have become more complex. For example, LooksRare more recently sought to siphon off some of OpenSea’s user base by airdropping tokens to new users but with two key rules: They had to have bought or sold a minimum of 3 ETH of NFTs on OpenSea and would need to contribute a new NFT to the LooksRare marketplace.
There have also been notable bad airdrop examples, ranging from a lack of liquidity for Fees.wtf to phishing expeditions whereby recipients of the airdrop are baited into connecting their wallets to a malicious site.
The question for builders is: Are airdrops effective tools for galvanizing new users and building communities?
Building a community
Unless you’re an already established exchange or NFT project, attracting new users is very difficult and handing out free tokens is one way to do it. In the DeFi and DAO space, tokens often come with governance rights that confer the authority to vote on the protocol’s development so airdrops can create both value and skin in the game.
But, how do you avoid devaluing the token and attracting a large group of freeloaders with no interest in contributing apart from receiving the airdrop?
If you do it right, instead of just attracting attention, airdrops can be an effective vehicle for building community. They can reward loyal users and generate buzz and momentum in the market. Many exchanges are simply looking for relevance and traction in decentralized communities. Having something to talk about is a way to stay relevant and build value for the audience.
That’s what Gary Vaynerchuk, chair of VaynerX and creator of VeeFriends, did in 2021 when he announced that every customer who bought 12 print copies of his new leadership book — about twelve essential emotional skills that are integral to his life — would also receive one mystery NFT through an airdrop to their digital wallets. While the book was interesting on its own, the novelty of a mystery NFT coupled with the success and appreciation of his even earlier VeeFriends NFTs created a significant splash and demand.
In fact, Vaynerchuk received over a million pre-orders of the book within a 24-hour period.
Airdrops and scams
Are there scams with airdrops? Scams are inevitable, especially with new technologies and markets where it is harder for new users to cut through the noise.
That means that the more important question is not whether all airdrops are scams, but rather how to work out which airdrops come from meaningful and high-impact projects. Especially for public-facing personalities, like Vaynerchuk, who make their business around legacy and reputation, even a whiff of a scam — or simply failing to deliver value — has costs.
“When a startup fails in Web3, the audience loses money. I don’t know how to run around the earth when the audience has lost money and think that I can do business again,” Vaynerchuk tells Magazine. In other words, if customers who ordered 12 print copies never ended up receiving an NFT or were underwhelmed by the experience, then there would be consequences on Vaynerchuk’s reputation in the marketplace. Indeed, most, if not all, of the customers who bought 12 print copies were doing so to get the NFT, not for the 12 copies.
Reputational effects are sometimes easy to forget in new projects. It’s so easy to get caught up in being busy and dealing with problems that certain commitments can slip by.
However, small projects can attract serious attention if they excite people about their growth, build a community along with a set of common principles and then execute on what they’ve said.
“Value accrues to the community as more people become interested,” Justin “3LAU” Blau tells Magazine. He is, of course, the famed American DJ and co-founder and CEO of the Royal platform with the tagline: “Own music and earn royalties alongside artists.” Since airdrops are one way to accelerate community development, particularly early on, they can be incredibly strategic when done right.
Dropping new music
3LAU has been especially effective in leveraging airdrops with music NFTs.
Shortly after co-founding Royal, which has flipped the business model in the music sector by allowing fans to journey with artists…
cointelegraph.com