In this episode of "Deconstruction," we discuss with acting CMO of xRocket, Mikhail Kabanov, how to build a vibrant crypto community in an era of quick gains and why most users vanish right after an airdrop.
ForkLog (FL): What is a community, and when does a person become part of it?
Mikhail Kabanov (M.K.): A community consists of people united by a common theme; it’s a living organism that grows from a single brick.
In crypto, there’s a distinction between a holder who simply buys a coin on an exchange and a community participant. A community member reads news, interacts with others, and is interested in technology. Engagement and communication are what make someone part of the global crypto community.
FL: Is it true that most people join crypto communities for profit rather than technology?
M.K.: Yes, the vast majority come solely for the “x’s,” especially during market booms. However, if they also learn about exchanges, protocols, and start reading news, they transition from profit seekers to those who drive the industry forward.
No matter how great a protocol is, without active users, it’s of no use.
FL: What’s more important today: a unique product or a strong narrative?
M.K.: Truly groundbreaking and innovative products are rare. Most new projects simply leverage old narratives, making products faster and more stable.
So, expecting people to flock to a unique technology isn’t realistic; you need to build a functional product and systematically attract an audience.
FL: Can you build a culture without a leader?
M.K.: Nothing works on its own: if a chat lacks moderation and rules, it quickly devolves into chaos. The presence of a founder in the information space and their communication with users is always a significant advantage.
A community can exist under a team of managers, but a leader serves as a strong anchor for maintaining attention on the project.
FL: Can you buy a real crypto community with money by giving out grants and airdrops?
M.K.: A drop can be seen as a growth tool, but the likelihood of conducting one without audience dissatisfaction is nearly zero. The vast majority of drop hunters seeking easy money will leave. However, some can be converted into regular users if the project is willing to engage closely with the audience and create a comfortable atmosphere.
FL: What are the specifics of building a community within Telegram compared to X?
M.K.: X is excellent for virality: it’s easy to gain new audiences, but it’s quite inconvenient to work with an already gathered base.
Telegram loses out on virality due to the lack of a smart feed, but it’s perfect for targeted engagement. In the messenger, you can centrally gather an audience, segment it by interests through folders, and establish systematic communication.
FL: What tools help retain people in Telegram?
M.K.: Tools like Telegram gifts, quizzes, trading bots, and token giveaways for activity work exceptionally well. People love such interactions, and it generates excitement in chats. However, this only yields results within a comprehensive system: one-off contests cannot keep an audience engaged for years.
FL: What kills a community the fastest: scams, token price drops, or bear cycles?
M.K.: Token price drops and hacks undoubtedly have a negative impact, lowering participant morale.
But the worst thing in any market is indifference from the team towards people. If you don’t care about the community’s life and let the chat run itself, users will simply leave for places where they feel more comfortable and valued.
FL: What’s your main advice for builders just starting their crypto project?
M.K.: For a project, every user should be equally important and valued. There aren’t many genuinely engaged “crypto enthusiasts” compared to mass seekers of free giveaways. You can’t just pour money into advertising and expect to gain a loyal base: only systematic relationship building and maintenance with each individual works.
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