Lapse, the photo app that forced users to invite friends, is running out of steam


Lapse, a photo-sharing app that progress hacked its solution to the highest of the App Retailer earlier this 12 months, is beginning to lose steam. The app, which had compelled customers to ask their buddies with a purpose to get in — a method now being utilized by new social app ID by Amo, noticed early success with this technique of “going viral.” This September, the app jumped from No. 118 Total to succeed in No. 1 on the U.S. App Retailer. Nevertheless, progress hacks alone can not maintain an app, a brand new report reveals. All through this month and the final, Lapse’s downloads have began to drop and have now fallen so far as 70% down from their October peak.

The info, which comes from app intelligence agency Appfigures, signifies that progress hacking your solution to the highest of the App Retailer isn’t a components for ongoing success except your product is able to retaining its new customers over the long run.

Picture Credit: Lapse downloads through Appfigures

Initially launched in 2021, co-founders (and brothers) Dan and Ben Silvertown mentioned they constructed Lapse with the concept of recreating the texture of a point-and-shoot digital camera, the place customers would take footage however viewing the images was delayed. This synthetic limitation is a function that’s been tried earlier than by different photograph apps, like Dispo and Later Cam. However after some time, Lapse’s staff observed that customers have been utilizing Lapse as extra of a photograph journal, in order that they pivoted to handle this want. The brand new model of Lapse nonetheless retained the gimmick of “creating” its images at random intervals later within the day however refocused on curating images into albums and creating consumer profiles with month-to-month photograph dumps — mimicking a development additionally seen on bigger apps like Instagram.

With TikTok adverts after which its invite mechanism fueling progress, Lapse’s pivot was not at all times well-received. Sheel Mohnot, a VC at Higher Tomorrow Ventures, posted on X, “I felt soiled,” when mentioning the app’s invite scheme. He additionally added that Lapse “acquired to the highest of the App Retailer on a pyramid scheme.” Others additionally known as out any such onboarding as “annoying,” saying it required them to “spam” their buddies.

However Lapse held onto its high ranks for a bit. Appfigures notes that Lapse had began the month of September with simply 8,000 downloads per day on common however, by month-end, had seen every day downloads of 210,000 per day. It had additionally develop into essentially the most downloaded app on the U.S. App Retailer and continued to rank within the high 5 every day. By October, every day downloads grew to a peak of 218,000 in a single day. However then issues began to slip.

Whereas Lapse is gaining new installs, its downloads dropped final week to 63,000 per day this previous week, down 70% from its peak. By Friday, November twenty fourth, they have been as little as 44,738.

This follows comparable traits seen by apps like Dispo and Poparazzi, the latter of which hit over 5 million downloads post-launch, however needed to shut down earlier this 12 months after failing to achieve vital traction amongst customers. As well as, information from analytics agency Similarweb additionally cited BeReal as one other photograph app shedding its grip within the U.S., noting that month-to-month customers had declined from 3.7 million in November 2022 to three million this August. However BeReal pushed again at that characterization, saying that it nonetheless has greater than 25 million energetic customers worldwide, with out commenting on U.S. utilization.

In any occasion, it does appear to be troublesome for newcomers within the social or social photograph app area to take care of their momentum, irrespective of how rapidly they’ve climbed their solution to the highest of the App Retailer. In the meantime, regardless of the excitement round ID by Amo — a unusual new app that mixes the collage-making talents of one thing like Pinterest’s Shuffles with a social community — the identical development might already be underway.

ID, which was additionally pushing customers to ask buddies with a purpose to get in, has seen its installs declining post-launch, as effectively, Appfigures’ information reveals. Extra to return on that one in time…

Picture Credit: ID by Amo downloads through Appfigures

In response to Appfigures’ information, Lapse co-founder Dan Silvertown had this to say:

“We by no means anticipated our latest progress trajectory to proceed at its explosive price. When creating a brand new networked product, breaking the chilly begin downside is vital to catalyzing the community. We have now succeeded in fixing that downside and created a platform on which there are actually tens of millions of customers having fun with the app daily with buddies, with out us spending a greenback on advertising,” he informed TechCrunch.

“We at all times knew we would wish to transition to a brand new section of progress and so for the previous two months, we now have been experimenting with methods of permitting customers to hitch with out inviting buddies. We knew this may affect obtain numbers and App Retailer rating within the brief time period however once we took that call we and our buyers have been comfy that it was the precise time to start out transitioning into our subsequent section of progress. We’re taking up an enormous problem however we’re forward of the place we anticipated to be 6 months in the past and stay 100% centered on our customers and product,” Silvertown added.

Up to date, 11/27/23, 2:21 pm with remark


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