TL;DR
- Mask Network has taken operational control of the decentralized social protocol Lens.
- Despite early adoption, Lens struggled to achieve mainstream user engagement.
- The change reflects a broader industry reassessment of SocialFi’s path to adoption.
Mask Network has taken operational control of Lens Protocol, a decentralized social media project launched in 2022 by Stani Kulechov, founder of Aave. The handover marks a clear shift in direction for Lens, as its future no longer sits with its original builders. Mask Network states a direct objective: develop products people actually use, supported by social structures that sustain regular participation rather than short-lived attention.
Lens entered the market as a blockchain-based alternative to X, built on Ethereum. Kulechov introduced the protocol as neutral social infrastructure, designed to let developers create open social applications without reliance on centralized platforms.
Over the years, we have built some of the most important onchain financial primitives. We later expanded that ambition to social primitives that users truly own.
We built the Lens Protocol and its underlying onchain rails, including state-of-the-art decentralized data storage… https://t.co/g0zLIUlaBh
— Stani.eth (@StaniKulechov) January 20, 2026
Smart contracts governed content ownership, while decentralized storage handled user data. After an early deployment on Polygon, Lens reported more than 110,000 user profiles and hundreds of connected applications, numbers that reflected early interest but not broad daily usage.
A shift toward practical social products
Mask Network brings prior experience in decentralized social platforms. The group has long supported Mastodon, a federated social network that gained visibility as an alternative to centralized platforms.
In 2022, Mask acquired one of Mastodon’s largest servers, aiming to support user growth and improve accessibility. That background informs its approach to Lens, where execution centers on usability rather than technical novelty.
Public messaging from Mask Network highlights culture, product clarity, and consistent interaction. The organization argues that technical architecture alone does not create durable social platforms. Instead, retention depends on simple interfaces, recognizable value, and tools that users return to without friction. Under that view, Lens becomes a foundation for applications designed around daily use rather than experimentation.
The transition unfolds during a challenging period for SocialFi projects
Several initiatives with similar ambitions have altered direction after extended development cycles. Farcaster, another decentralized social protocol, reduced emphasis on its social network and redirected resources toward a wallet product.
Co-founder Dan Romero acknowledged that years spent on a social-first approach failed to attract a broad audience. Investor commentary from as early as 2024 echoed doubts about mainstream appeal.
Lens follows a similar pattern. Early developer interest and funding created momentum, yet consistent usage proved harder to secure. Mask Network positions its takeover as a corrective step, grounded in delivery rather than theory. The group frames success around measurable behavior: active users, repeat engagement, and applications that solve clear problems.
