Gm Gm, 

Recently, we came across this tweet, and it confirmed something we’ve been thinking for a while:

Most airdrops that fail, they’re kinda broken.

We’ve seen it play out over and over again. A project launches an airdrop, hype builds, tokens hit the market… and then? -70%, -80%, -90% crashes within weeks.

Airdrops should be a growth strategy, but they’re turning into exit liquidity.

So what’s really going wrong? And more importantly, how do we fix it?

This week, we’re diving into:

• Root Causes of Post-Airdrop Collapse

• How to Fix Pls?

• Post-Airdrop Marketing Strategies to Sustain Engagement

Tag along now 🙌

Root Causes of Post-Airdrop Collapse

The rapid decline of tokens like Anime (-80%), and Bearachain (-60%) shortly after their airdrops reflects systemic flaws in current token distribution models. 

So let’s take a look at some of the the root causes of failure: 

Immediate Sell-Offs by Airdrop Farmers

Studies show that 74–89% of airdropped tokens lose value within 90 days, with most declines occurring within the first 15 days. This is driven by "airdrop farmers" who claim tokens solely to sell them, creating downward price pressure. For example, 95% of Arbitrum airdrop recipients sold their tokens quickly, undermining long-term engagement

Sybils don’t care about the ecosystem. They claim, dump, and move on. Projects that don’t filter out these users end up giving away millions in tokens just to fund a mass exodus. 

PS: You can use Cookie3’s Airdrop Shield, to filter out sybil farmers, ensuring tokens reach real users who are actually invested in the ecosystem.

Inflated Fully Diluted Valuations (FDV)

Many projects launch with absurd valuations (we’ve seen $19B FDVs straight out the gate). This creates:

Unrealistic price expectations → New buyers assume early valuations are justified.

Harsh corrections → When market demand doesn’t match the FDV, prices collapse.

High FDVs work only when there’s actual utility and liquidity to support them and Projects with FDVs exceeding their utility or liquidity often face steep corrections, as seen in 2024’s airdrops.

Lack of Utility and Community Ownership

Tokens distributed without clear utility (e.g., governance rights, fee discounts) or mechanisms to incentivize retention lead to transactional participation. NFT marketplace airdrops, like LooksRare, saw low retention despite initial user acquisition.

Oversaturation and Poor Distribution Design

Most projects try to create “hype” by keeping airdrops small (~5% of total supply), but research shows that larger allocations (10%+) correlate with better long-term stability by aligning incentives.

Why? More distributed ownership aligns incentives instead of concentrating tokens in a handful of wallets that instantly dump.

How to Fix pls? 

Multi-Round Airdrops with Vesting Periods

Iterated distributions over time reduce immediate sell pressure. For example, projects like Arbitrum and ENS adopted multi-round models to reward sustained participation.

Vesting mechanisms: Locking tokens for months post-claim ensures users remain engaged to unlock rewards.

Larger Allocations and Community-Centric Design

As we mentioned, projects often airdrop <5% of supply, thinking small = controlled inflation. But this actually leads to concentrated ownership, meaning whales & airdrop hunters dominate supply and crash the market.

Airdrops distributing >10% of total supply (e.g., Solana’s successful cases) foster stronger community ownership. These users are less likely to sell, stabilizing prices.

Integrate Tokens with Protocol Utility

No reason to hold = No reason to care.

Tokens must serve functional purposes, such as:

• Governance: Voting rights for protocol upgrades.

• Fee discounts: Reduced transaction costs for holders (e.g., Layer-2 chains like Starknet).

• Liquidity incentives: Staking rewards to encourage long-term holding

Sybil Resistance and Targeted Distribution

Use onchain activity analysis + social proof to filter real users:

• Ethereum ENS Airdrop: Rewarded wallets with active onchain history.

• GitHub Contributions: Linea & Optimism airdropped based on dev participation.

• Cookie3 Airdrop Shield: Detects farming patterns & prevents mass dumping by flagging Sybils.

Realistic FDV and Liquidity Planning

Avoid overvaluation by benchmarking against comparable projects. Protocols with FDVs <$100M and ample liquidity pools (e.g., TIA) outperformed inflated peers.

Post-Airdrop Marketing Strategies to Sustain Engagement

To address the systemic issue of users ,well dumping, post-airdrop, concrete marketing strategies must focus on post-distribution retention, utility-driven engagement, and community-driven value creation. 

1. Dynamic Vesting with Milestone-Based Unlocks

Instead of linear vesting, implement activity-triggered unlocks to reward continued participation. For example:

• Protocol Interaction: Unlock a percentage of tokens when users stake, vote in governance, or complete onchain tasks.

• Content Creation: Release additional tokens for creating tutorials, memes, or reviews about the project.

• Referral Bonuses: Allocate a percentage of tokens for users who bring active participants who hold tokens for 30+ days.

2. Post-Airdrop Gamification and Quests

Launch post-claim campaigns to incentivize ongoing participation:

• Ecosystem Quests: Partner with DeFi protocols or NFT platforms to offer rewards for using the token (e.g., liquidity provision, NFT minting).

• Leaderboard Competitions: Award top contributors with exclusive perks (e.g., governance power, NFT passes).

• Daily/Weekly Challenges: Distribute small token batches for social media engagement (e.g., retweets, Discord activity).

Example: In one of $COOKIE’s airdrop we designed the Cookie Bakery which allowed users to farm points on a quest basis.

3. Tiered Loyalty Programs

Classify users into tiers (e.g., Bronze, Gold, Diamond) based on holding duration and engagement metrics:

• HODLer Rewards: Offer APY boosts for users who retain tokens beyond 6 months 15.

• Governance Privileges: Grant voting weight proportional to holding duration (e.g., 1 token = 1.5 votes after 1 year)

• Exclusive Access: Provide early access to beta features or whitelist spots for future airdrops.

Data Insight: Solana’s 25% retention rate for airdrops vs. 0% on BNB Chain highlights the impact of loyalty incentives.

4. Post-Drop Analytics and Adaptive Campaigns

Use real-time data to refine strategies:

• Sell Pressure Monitoring: Track wallet activity with Cookie3’s Onchain Explorer to identify "farmers" and adjust vesting rules dynamically

• Sentiment Analysis: Use KOL Intelligence tools to gauge community sentiment on social platforms and address concerns proactively.

• A/B Testing: Experiment with different reward structures (e.g., fixed vs. variable APY) to optimize retention.

Want to try out KOL Intelligence? Get access now. 

Final Take

Airdrops are a Marathon, Not a Sprint. If you’re not designing for long-term engagement, you’re just fueling the next sell-off. The best projects gamify, incentivize, and integrate their tokens into real utility, because if people don’t have a reason to stay, they won’t.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next week,

stay cookish. 🍪