Mask Network Assumes New Leadership Role in Lens Protocol's Evolution

Lens Protocol is entering a transformative phase under new stewardship. As reported in early 2025, Mask Network announced it would assume leadership and guide the next chapter of the SocialFi protocol’s development. This marks a significant shift from the original vision established by Aave founder Stani Kulechov, who launched Lens in early 2022 with the ambitious goal of “building Twitter on Ethereum.”

From Infrastructure Foundation to Practical Product Development

Kulechov’s original mission was to establish neutral social infrastructure on-chain. The team constructed Lens Protocol with advanced decentralized content storage mechanisms governed by smart contracts, creating a foundation for developers to build applications reaching mainstream audiences. The infrastructure proved its viability within approximately a year of launching on Polygon, supporting over 110,000 social accounts and spawning hundreds of applications.

However, the ecosystem recognized a critical gap: robust infrastructure alone doesn’t guarantee adoption. This realization prompted the leadership transition, with Mask Network articulating a clear pivot in strategy. Rather than continuing to expand the protocol layer, the focus would shift toward building tangible, user-centric products that solve real problems in the decentralized social space.

Mask Network’s Strategic Vision for SocialFi Expansion

Mask Network outlined its development philosophy on X platform, emphasizing that “the next stage is not more protocols but to build truly usable products, along with the culture we shape together and a truly thriving community.” This statement reflects a broader industry lesson: technical sophistication matters only when wrapped in practical utility.

Mask Network brings substantial experience stewarding the SocialFi ecosystem. As early as 2022, the organization acquired the second-largest Mastodon server, demonstrating its long-term commitment to decentralized social infrastructure. This history positions Mask Network as an experienced navigator of community-driven social platforms.

Building Community-Led Adoption

The transition signals that Lens Protocol will prioritize developer experience and user adoption over continuous protocol expansion. By focusing on products that deliver genuine value, the ecosystem aims to bridge the gap between technical innovation and mainstream accessibility—a challenge that has historically limited Web3 social platforms.

With Mask Network’s guidance, Lens is positioned to evolve from a foundational protocol into a thriving hub for practical social applications that could reshape how communities interact on-chain.