Fastest Fb Application – Social Strikes Back is a series that explores the next generation of social networks and how they are shaping the future of consumer technology. See more at /social-strikes-back.
When a social app works, it is often evident in the data: how many people use the app daily, weekly or monthly and what is the trend of network growth over time? But judging the success — or, in our case, the potential — of a social app isn’t as easy as it might seem. What does ‘good’ actually look like? How do different types of social apps compare in terms of engagement, retention, and retention (and which KPIs are most important to track)? Can ruling elites compete with social giants?
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To answer these important questions, we’ve reviewed dozens of the best social apps, in partnership with app intelligence software company Apptopia.
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Of course, many of the top 100 social apps are popular. But aside from the big names you’d expect — including Facebook, Instagram, TikTok, Pinterest, and Twitter — many of the up-and-coming startups in our analysis aren’t yet mainstream. In the chart below, we’ve ranked the fastest-growing social categories, as well as the fastest-growing companies within them, based on monthly active users of the year.
Currently, two of the fastest growing segments in the social app ecosystem are friend discovery (platforms where members can connect and connect with each other, often through shared interests) and vertical communities (which enable greater engagement in specific topics or activities). happened). . . It illustrates what I believe the future of social will look like: interest-based platforms that ignite meaningful new relationships. For example, the friend discovery app, Itsme, allows users to have synchronous conversations while showing their personalities through avatars. The platform aims to foster deeper relationships between users without the stress (or privacy concerns) of video chat.
Meanwhile, fast-growing vertical communities like Public and Bench bring users together around common interests, such as investing in the stock market and gaming. Consumers can combine their hobbies and passions with specially designed product features and discover a community of like-minded people in the process. Like going to a public park to play basketball, taking your dog to the dog park, or joining a book club, interest-based digital spaces can foster new social connections through organization. While it’s too early to say which of the top apps will break through and gain significant scale, this classical lens is instructive in spotting broader trends. In the future, more and more of these previously IRL social activities can and will happen online.
We believe that an integrated social component will become the foundation of consumer business growth. And while we’re interested in the forces that have driven the current crop of leading social companies to success—we’ll explore that in more detail below—we also recognize that in an increasingly vertical landscape, all social enterprises need to scale. don’t have. equal the dish To that end, this post also provides a framework for emerging social apps and explains the relationship between key app vectors: frequency of use, depth of engagement, and retention.
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“Social” is a term that’s in free use these days — and has been adopted by all kinds of brands trying to get Gen Z’s attention — but for this post, “social” refers to Peer. Peer mobile apps. – Peer-to-peer in a user-defined network. To evaluate such apps, it is important to understand some basic statistics. Typically, we first look at Daily Active Users (DAU) and Monthly Active Users (MAU) to gauge the scale of a social app’s user network, including whether or not it’s growing. DAU/MAU represents the ratio between the two, indicating the “stickiness” of the product. For example, a DAU/MAU ratio of 33 percent means that the average user of that app is viewing it 10 out of 30 days per month.
Basically, DAU/MAU is a high-performance lens for evaluating an app’s network effects: the more users connect to a social network, the more valuable the network is to them and, ultimately, The network will be strong. DAU/MAU indicates frequency of use; How this relationship develops over time reveals the social flywheel at work.
When network effects occur, the network starts to fuel itself. For example, Facebook’s portfolio of services is the poster child for network effects.
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It is clear that many startups want to copy the Facebook machine: when social apps work, the scale can be huge. Even with only a 1% share of active users in our analysis, Tinder claims more than 5 million daily active users and Match Group brings in more than $1 billion in revenue annually.
But while a useful indicator of engagement, DAU/MAU can be a shallow tool – in most cases it doesn’t tell the whole story. Especially for social apps, DAU/MAU is an extension of the most common use case, which is often indirect. For example, those who download the SoundCloud mobile app or YouTube mobile app are more likely to listen to more music or watch more videos than users who watch YouTube or SoundCloud online. For this reason, DAU / MAU levels in the social domain are often the highest around media consumption: listening to music, watching videos, playing games or scrolling through social networks.
Likewise, engagement on dating apps is typically skewed around a core of superusers. Not everyone is looking for love, but those who are — and download an app like Bumble — are very active on the app.
As each type of social app is different, so is the frequency of use. You’re more likely to click on the Instagram icon every day (ahem, multiple times a day) than, say, Venmo, but users of those two apps are more likely to come back to it after 30 days of download. days later
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In addition to DAU/MAU, there are many different ways to analyze social apps that take into account the type of app and key user behaviors. It is important to understand how these metrics relate to each other, rather than applying one standard to the entire spectrum of social apps.
What does “great” look like when it comes to social app stickiness? In addition to knowing whether a user has tried your app or not, you should also get an indication of the level of engagement, that is, how long users spend in the app.
In evaluating the data, we identified an interesting distinction: addiction versus absorption. Below we’ve looked at the most “addicted” apps (measured by how many times active users open the app each day, i.e. activities per DAU) and the most “engaged” apps (average number of active consumer spending). app per session).
Obviously, depth of engagement does not necessarily equate to stickiness. Similarly, not every app needs to be used daily to be valuable. Some apps thrive on highly active use, but the depth of any engagement is limited. This dynamic can be seen in dating apps like Bumble and Tinder. On average, users check their dating apps relatively frequently, 2.5 times a day, but each session lasts only one to two minutes. By comparison, vertical reading and writing communities such as Goodreads, Wattpad, and Redict are visited less frequently — one to two times a day — but spend more than 13 minutes per session on average. Despite the relative lack of repeat visits, these users spend a lot of time on the app, indicating that they get a lot of value from the Internet.
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Of course, some social apps are addictive and addictive. At the top of the social app group, social games and messaging apps are the most visited and engage users, on every visit, across the board. For comparison, see how some popular social apps compare to other daily activities in terms of DAU per minute (how many minutes per day those participating in the activity spend on it).
In this context, we consider the time spent by each user as a proxy for the amount of value that users derive from the network of the respective application. Attention metrics capture the answer to the age-old question, “Is it worth my time?” Of course, not all time spent on apps is equally valuable from a business perspective. Watching TikTok videos for an hour is a much more rewarding activity than messaging friends on Facebook Messenger all day. While ads on the platform are unlikely to motivate TikTok users, if the content is compelling and unique, they are more likely to distract from the experience or distract users from messaging apps, which have many free competitors. However, the attention captured is an indicator of the network’s revenue potential, whether its business model is advertising, e-commerce, microtransactions, or otherwise.
While it’s important to understand what “winning” social metrics look like from a macro perspective, each app’s metrics are category specific. Tinder should be the level of engagement
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