In a session hosted by The Top Voices, the fundamentals of growth inside platform ecosystems were explored. While many startups apply traditional App Store strategies, platform environments operate under very different rules. The discussion focused on what actually drives user growth in ecosystems like Telegram and why product design, not marketing spend, becomes the key growth lever.
Speaker
Anthony Tsivarev is Vice President of Ecosystem Development at TON Foundation, where he focuses on expanding the Telegram Mini Apps ecosystem and driving adoption among developers. Previously, he led the SuperApp direction at VK, where he launched the VK Mini Apps platform and helped bring multiple startups to market within the ecosystem.
Why Platform Growth Works Differently
Platform ecosystems are fundamentally different from traditional app distribution channels. Unlike the App Store, they already provide built-in identity, distribution, and social graphs.
This changes how products grow. Instead of competing for visibility among millions of apps, startups operate inside existing user networks, where distribution is driven by interaction, sharing, and social behavior.
What Works — and What Doesn’t
Growth inside platforms is driven by organic and social mechanics rather than paid acquisition. Referral loops, sharing, and community-driven interactions consistently outperform traditional performance marketing approaches.
At the same time, strategies that rely heavily on paid traffic, ad-heavy monetization, or passive distribution tend to fail in these environments, as platform ecosystems require active engagement and built-in product mechanics to drive growth.
Designing the Core Product Loop
At the center of any successful product is a clear core loop — the repeated action that brings users back.
Instead of focusing on features, teams need to define:
- what makes users return
- which metric defines success
- where natural monetization fits into the experience
Products that lack a clear core loop struggle to retain users, regardless of distribution.
Understanding User Behavior
Successful products are built around specific user archetypes. Whether users are motivated by competition, status, social interaction, exploration, or utility, the product must align with their core behavior.
Trying to build for everyone leads to weak engagement. Focusing on one or two clear user types creates stronger retention and more predictable growth.
Onboarding and Performance as Growth Drivers
In platform environments, user attention is limited and fragmented. The first seconds of interaction are critical.
Products must quickly guide users to a meaningful action, minimize friction, and deliver immediate feedback. Even small improvements in onboarding significantly impact retention.
Performance is equally critical. If a product does not load within seconds, most users drop off. Speed is not a technical detail — it is part of the product experience.
Distribution Is Built, Not Given
Unlike algorithm-driven platforms, many ecosystems require products to build their own distribution. Growth comes from embedding sharing mechanics directly into the product.
Effective approaches include:
- referral systems with clear incentives
- social competition and leaderboards
- community-driven growth through groups and channels
Products that leverage the social graph grow significantly faster than those relying on external acquisition.
Web3 as an Optional Layer
For platforms like Telegram, Web3 can act as an additional growth lever — but only if used correctly.
It should enhance the experience rather than define it. Products must remain fully functional without blockchain mechanics, while features like transparent rewards or cosmetic NFTs can add value for advanced users.
Conclusion
Growth inside platform ecosystems is fundamentally product-driven. Traditional marketing strategies are less effective, while social mechanics, retention loops, and user behavior design become the primary drivers of success.
Startups that understand platform-native behavior, build strong core loops, and integrate distribution directly into their product can achieve rapid growth — even without large marketing budgets.