As blockchain networks proliferate and blockspace becomes increasingly commoditized—with faster transactions and lower fees—the ability for chains to differentiate on technical merit alone has rapidly diminished. The competitive frontier has shifted to acquiring and retaining high-value applications, which are the true engines of ecosystem growth through transaction volume, sticky user experiences and long-term sustainability.

At the same time, distribution—always important—has become even more critical in the age of AI. Building apps and content is now faster, cheaper, and easier than ever. AI has lowered the barrier to entry so drastically that even those with little or no technical background can “vibe-code” compelling applications. We’re entering an era where billion-dollar companies can be built by one-person teams.

With a flood of new apps—many solving similar problems—the ability to tell a story, generate hype, and capture attention across major distribution platforms will determine who stands out and scales. Cluely, the viral AI-powered real-time conversation guidance app, is a prime example. It didn’t gain traction through technical innovation alone, but through storytelling and social distribution. By building a strong brand on platforms like TikTok, X, and Instagram Reels, Cluely attracted capital, hired top talent, and reinvested in content to power a flywheel of attention and growth. For better or worse, we’re likely to see more of these plays—where virality, brand, and distribution matter more than the product itself.

To succeed in this environment, blockchain networks must adopt sophisticated, user-targeted distribution strategies. So far, token airdrops have been the default approach. While compelling in theory, most have failed in practice—rewarding short-term farmers rather than long-term users who genuinely engage with the product, contribute capital or time, and actively advocate for the network’s growth.

Effective distribution isn’t just about initial growth—it’s about long-term retention. A few forward-looking chains are addressing this directly. Protocols like Farcaster and Lens are building decentralized social layers optimized for Web3-native distribution. Others, like Telegram’s TON, Sony’s Soneium and Kaia, are leveraging massive existing platforms to drive mainstream adoption.

Web3’s composability drastically shortens the gap between attention and action. This enables seamless, onchain user experiences and empowers creators through programmable ownership and portable social graphs that can be reused across applications. As a result, chains focused on distribution are uniquely positioned to compress the cycle between content creation, user engagement, and conversion—turning attention into action faster than ever.

Notable players creating their own blockchains to lead this shift include:

• Sony’s Soneium – A blockchain network leveraging Sony’s vast entertainment ecosystem to seamlessly onboard creators and fans.

• Kaia – A decentralized social ecosystem for content ownership and monetization, built on the widely adopted LINE messaging app in Asia.

• Telegram’s TON – A fast-growing network riding on Telegram’s 1billion MAUs to deliver frictionless Web3 experiences.

• World - A L2 built on the OP Stack by Worldcoin, focused on proof-of-personhood to prioritize real human users over bots, with integrated identity and onboarding rails to scale crypto adoption globally.

• Base - Coinbase’s L2 also built on the OP Stack, leveraging deep developer support, brand trust, and seamless fiat onramps—while tapping into Coinbase’s exchange and wallet to drive mainstream adoption and distribution of consumer crypto applications.

• Farcaster – An open social protocol providing tools for developers to build around user-owned identities.

• Lens – A fully decentralized social layer prioritizing content ownership, portability, and composable social graphs.

• Abstract – A consumer-focused chain building infrastructure and tools to empower content creators, apps, and consumers.

• X (formerly Twitter) – Still crypto’s town square. With rumored trading integrations on the horizon and Solana advisor Nikita Bier recently appointed as Head of Product, X may soon evolve into a true Web3 super app.

These emerging distribution rails are redefining what it means to compete in Web3. In this new era, distribution is the ultimate moat. Chains that don’t invest in it will be left behind—ghost chains with no users and no purpose.