Sergey Sheleg, CPO at Appvillis (parent of Nicegram)
Vietnam was recently ranked top in the Global Cryptocurrency Adoption Index by Chainalysis, thanks to its high purchasing power and population-adjusted adoption of various cryptocurrency tools, including DeFi and P2P platforms. A case study showed 200,000 web3-focused groups with a 70 per cent open rate, indicating a significant audience for web3 marketers.
However, the challenge for marketers is the lack of a seamless interface to engage with this audience. Nicegram is a messenger app providing an interface for direct engagement with the crypto community. The app claims to have 25 million users worldwide, of which 3.6 million are from Vietnam.
In this interview, Sergey Sheleg, Chief Product Officer at Appvillis (parent of Nicegram), discusses the increasing crypto community engagement in Vietnam and how the app drives engagement through web3-specific features.
Excerpts:
What are the factors contributing to the growth of cryptocurrency in Vietnam?
Vietnam is blessed with a young and tech-savvy population, nearly 25 per cent of which is aged 17-35. It has undoubtedly helped emerging technologies, such as blockchain, AI, and cryptocurrency, thrive.
A potential reason why cryptocurrencies have found more takers is the fact that nearly 70 per cent of adults lack access to formal financial services. This makes crypto a potential alternative for wealth creation and payments. The strong indicators on the demand side are complemented by a futuristic startup ecosystem, enabling technological innovations in security and user experience to flourish.
Also Read: Vietnam’s Web3 revolution: Beyond Axie Infinity, unveiling the rise of diverse crypto startups
The result is there to see as regional and global blockchain startups compete to influence the payments sector positively for over 5.5 million crypto users.
As the Appvillis CPO, what role do you believe innovative technology plays in supporting the growth of the Web3 community in Vietnam and globally?
Consistent innovation is a cornerstone in nurturing the growth of the Web3 community, both in Vietnam and on a global scale. It’s about leveraging technology as a tool and an ecosystem enabler to foster connectivity and creativity.
With a burgeoning interest in digital innovations, technologies like blockchain and AI are pivotal in demystifying Web3 concepts in Vietnam and making them accessible to a broader audience. Globally, these technologies serve as a bridge, bringing together diverse communities under the umbrella of Web3, facilitating seamless interactions, and driving forward the digital economy.
The role of innovative technology is also crucial in fostering an environment of trust and security, which are fundamental in the Web3 space. By continually adapting and evolving our technologies at Appvillis, we aim to stay at the forefront of this digital revolution, empowering users and communities to explore and embrace the vast possibilities of Web3.
How has Nicegram managed to facilitate a high engagement rate, and what strategies or features have contributed to this success?
Nicegram’s significant traction in Vietnam hinges on our ability to blend advanced messaging features with deep community engagement. This synergy has resonated strongly in a market traditionally known for its community-centric values.
Central to our success has been a strategically designed referral programme that harnesses the power of community networks, amplifying our reach and impact. Furthermore, the anticipation and excitement among our Vietnamese users for our upcoming Web3 and SocialFi developments have significantly bolstered our position. This keen interest clearly indicates our alignment with the evolving digital needs and aspirations of users in the region.
Could you share insights into the challenges faced by marketers targeting the Web3 community and how Nicegram addresses these challenges to enhance user engagement?
In the Web3 space, community managers face several challenges in educating and speeding up adoption among target consumers. Nicegram has largely managed to overcome this issue as a community-focused messenger interface. Our approach enables community managers to access tools encompassing AI, analytics, advertising, monetisation, engaging mechanics, educational content, gamification, and blockchain integration to achieve their key user engagement objectives.
Also Read: Visionaries clash over idealism while tech industry embraces Web3’s game-changing potential
Integrating these tools into Nicegram allows for continuous education and engagement within a familiar environment, making it easier to grow, nurture, and maintain interest among communities in decentralised projects.
Nicegram’s AI assistant is popular among Telegram community administrators because it streamlines content management within Messenger. We also focus on developing tools for growth, monetisation, and promotion of communities.
Conversely, features such as community reputation systems and token-gated access ensure access to credible data to assess the value of various communities. An initiative we are invested in is creating a hub for Telegram communities, which will function like a launchpad for communities. This hub will provide all the necessary tools for growth and development in one place and drive greater ROI for marketers.
Considering the increasing popularity of DeFi platforms, how does Nicegram incorporate features that cater specifically to the DeFi community within its user base?
SocialFi epitomises the seamless integration of DeFi into social networks. At Nicegram, we’ve been actively exploring how to maximise this integration’s impact on our platform and deliver the greatest value to our users. We believe that SocialFi is the most fitting and forward-looking direction for the evolution of a messaging app, a belief supported by our internal surveys indicating that about 70 per cent of Nicegram users are already engaged with cryptocurrency or decentralised/crypto services.
Integrating blockchain technology, DeFi and cryptocurrency into messaging apps is a fundamental shift that brings new opportunities for users and creators.
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