The TON ecosystem has emerged as a significant player in the blockchain space, showcasing a unique growth trajectory. By drawing inspiration from the success of WeChat Mini Programs, TON’s MiniApps have not only expanded its user base but also introduced innovative business models and effective user acquisition strategies for Web3 projects. These MiniApps leverage Telegram’s widespread reach to connect with broad audiences efficiently. This article explores how TON’s growth strategies offer valuable insights for future Web3 applications on Telegram and other Web2 platforms, helping them thrive in an increasingly competitive landscape.
Key Metrics Reflecting TON’s Growth
To evaluate the growth of any blockchain ecosystem, several metrics are essential. These include transaction volume, number of active addresses, smart contract deployment, Total Value Locked (TVL), network fees, validator participation, token transfer volume, and MiniApp interactions. Combined, these indicators provide a comprehensive view of the ecosystem’s health and activity levels.
User Acquisition Strategies on TON
Social Sharing: Low-Cost, High-Efficiency Growth
Social sharing has proven to be a highly effective user acquisition strategy, especially on social platforms. By relying on users’ social networks, this approach enables rapid growth through relational chains. Compared to traditional advertising, social sharing is not only more cost-effective but also carries higher persuasive power, as people tend to trust recommendations from friends or family.
Moreover, social sharing harnesses network effects and viral mechanisms, leading to exponential reach and attracting precisely targeted users. Those acquired through sharing often share similar interests, needs, and behaviors with the target audience, making communication more effective. When integrated into daily-use social products, these strategies also enhance user retention and engagement.
Learning from WeChat’s Sharing Strategies
WeChat serves as a successful model for social sharing. Its operational experience with Mini Programs, external link management, and individual account usage offers valuable lessons for other platforms. Strategies once restricted on WeChat can be reattempted on Telegram, allowing projects to achieve viral growth and rapid user expansion.
Application in Gaming
Depending on the complexity of the product and business model, viral user acquisition can be categorized into several tiers:
- Reward-Based Models: Simple earning mechanisms attract users, as seen in projects like Notcoin and Hamster Kombat. These have garnered hundreds of millions of users and massive channel subscriptions on Telegram.
- Probability-Based Games: Incorporating lucky draws, red envelope splits, and blind box openings, examples like Catizen and TonGifts rely on social networks for rapid diffusion.
- Casual Gaming: More complex gameplay and engaging scenarios enhance user stickiness. Titles like Catizen and PixelTap use deep interactive experiences to maintain participation.
Application in Memecoin Promotion
User acquisition strategies are also critical in the promotion of Memecoins. The diffusion path of Memecoins can be compared to natural versus lab-grown diamonds. Natural Memecoins spread organically through communities, often starting on platforms like Reddit before expanding to Telegram or Discord and then to broader social networks. In contrast, engineered Memecoins use social sharing strategies to achieve rapid viral spread within Telegram.
Creating a breakout Memecoin relies on a “go big or go home” approach combined with grassroots strategies. Low-cost, high-impact social scenarios are key. Developer-friendly environments and fairness in design also attract users. By fostering FOMO (Fear Of Missing Out), more people are motivated to participate, forming strong consensus and user flow.
These strategies have not only played a vital role in Memecoin incubation but have also powered user growth for Telegram and the TON ecosystem, opening new possibilities for Web3 development.
Phenomenal Success: The Notcoin Case Study
Notcoin, a social clicker game accessible via Telegram, launched on January 1, 2024, and quickly attracted a massive user base. Key milestones include:
- 40 million Telegram users
- 8 million Telegram channel subscribers
- 6 million daily active users
Significant events in its timeline:
- January 1, 2024: Official launch
- January 26, 2024: Reached 20 million cumulative users
- February 29, 2024: Collaboration with Binance
- March 8, 2024: Pre-market opening on Getgems
- March 30, 2024: Token economy announcement
- April 12, 2024: Conclusion of mining phase
- May 16, 2024: Listed on Binance, OKX, and Bybit
Notcoin’s success can be attributed to timing, platform, and community factors:
- Telegram’s need for a thriving ecosystem with profitable MiniApps
- TON Foundation’s goal to establish utility and商业模式 for the TON token
- Exchange demand for new Web3 users
- Meeting the needs of both Web3 veterans (fairness) and Web2 newcomers (accessibility and high returns)
Primary Business Models in Telegram + TON
1. In-App Purchases (Virtual Value-Added Services)
This model, a major revenue generator in the WeChat Mini Program ecosystem, has produced several hit products. By Q2 2024, WeChat Mini Games had surpassed 500 million monthly active users, with annual revenue estimated at 40 billion RMB.
Similarly, in the Telegram + TON ecosystem, in-app purchases have proven successful, particularly in gaming. Catizen is a prime example. Since its March 2024 release, it attracted over 50 million users in under four months and generated more than $20 million in revenue from in-app purchases. Notably, 40% of Catizen players are Telegram Premium users, highlighting the synergy between virtual services and social platforms.
2. Token Launches and Exchange Listings
Token launches represent another major business model. Notcoin exemplifies this approach. After rapidly accumulating 40 million users, it successfully launched the NOT token through strategic partnerships and events, eventually listing on major exchanges like Binance, OKX, and Bybit. Catizen and Hamster also achieved exchange listings in late September.
3. Traffic Conversion: Sales and Joint Operations
Traffic Sales: Efficient Monetization
Holdcoin, Tomarket, and Banana are leading examples of traffic sales, where Telegram channel user traffic is monetized. By operating multiple projects daily, these platforms generate significant income. Depending on user quantity, quality, and geographic distribution, prices per user range from $0.03 to $0.10. This model offers quick cash flow and an accessible user acquisition path for small to medium projects.
Traffic Joint Operations: Incubating New Projects Within Mature Ecosystems
Known as the “cheetah model,” traffic joint operations are widely used in the Telegram + TON ecosystem. Catizen’s long-term plan includes incubating 200 games that were previously popular on WeChat. By leveraging existing user bases and traffic advantages, this model helps games quickly gain users on Telegram, reducing promotion costs and increasing success rates.
Meme Incubation: Full-Support from Community to Market
Meme incubation extends traffic sales and joint operations by combining launchpad and DEX functionalities. Blum, with 20 million Telegram channel users, is a success story in this space. Through Binance Labs’ MVP program, it has promoted multiple Memecoin projects on social and crypto markets. This model uses Telegram’s social strength and TON’s blockchain technology to attract community attention, secure early traffic, and enable DEX trading.
4. Advertising Revenue
Telegram’s new TON-based advertising model offers fresh monetization opportunities for public channel owners. They can earn 50% of ad revenue, paid in Toncoin (TON). This is particularly beneficial for channels focused on education or entertainment that struggle with direct monetization. The Telegram Stars program further allows channel or bot owners to place ads using Stars from their account balance, enjoying up to a 30% discount. This cost-effective method helps attract new users and boost exposure.
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Conclusion: Telegram Traffic and Web3 Growth Reflections
As Telegram’s user base continues to grow, traffic sales and joint operations hold significant potential within the TON ecosystem. Future developments may integrate AI and big data analytics to enhance targeting and marketing efficiency. The combination of traffic monetization and blockchain technology will likely yield innovative business models, helping projects stand out in a competitive market.
Within Web3, the key challenge is acquiring new users and traffic rather than relying solely on narrative. Strong traffic can inherently drive narrative formation, with Meme culture being a prime example. Just as natural and lab-grown diamonds each hold value, both organic and engineered Memes can create substantial worth.
These trends highlight Telegram’s flexibility and diversity as a platform for traffic monetization, offering rich opportunities for developers and investors. By effectively utilizing these models, projects can achieve rapid growth and meet their business objectives.
Frequently Asked Questions
What makes TON’s growth strategy unique?
TON leverages Telegram’s massive user base and social sharing mechanics, similar to WeChat’s approach with Mini Programs. This allows for low-cost, high-impact user acquisition and diverse monetization paths, setting it apart from traditional blockchain growth models.
How do MiniApps contribute to user acquisition?
MiniApps are lightweight applications running within Telegram. They use built-in social features to enable sharing, referrals, and viral loops, making it easy to attract and retain users without requiring them to leave the messaging platform.
Can small projects benefit from traffic sales?
Yes. Traffic sales platforms offer accessible pricing per user, allowing small projects to buy targeted traffic without large upfront marketing investments. This levels the playing field and supports ecosystem diversity.
What is the future of advertising in the TON ecosystem?
With Telegram’s ad revenue share model and Stars program, channel owners have sustainable monetization options. Future integration with blockchain technology could make advertising more transparent, efficient, and rewarding for all participants.
Why are Memecoins significant in this ecosystem?
Memecoins thrive on social virality and community engagement—core strengths of Telegram. They drive user participation, create cultural momentum, and often serve as entry points for new users into the broader crypto space.
How can developers get started with TON?
Developers can access TON’s developer-friendly tools and documentation to build MiniApps or tokens. Engaging with the community and leveraging existing traffic platforms can also accelerate growth and visibility.