The Rise of Authentic Content and Benchmarking Social Apps for Success

The Rise of Authentic Content and Benchmarking Social Apps for Success

In the ever-evolving world of digital marketing and social media, trends come and go. One recent shift that has taken the industry by storm is the move away from traditional influencers towards a focus on authenticity. Marketers have discovered that unscripted, relatable content created by amateur creators often outperforms heavily produced ads. This shift in strategy has been fueled by the desire to connect with passionate consumers on a more personal level.

The COVID-19 pandemic played a significant role in the rise of user-generated content (UGC). With limited resources and the need for practical solutions, brands turned to everyday individuals to generate photo and video assets. Surprisingly, the authenticity and relatability of UGC attracted unprecedented levels of engagement. Consumers responded positively to content that felt attainable and resonated with their own experiences.

One of the advantages of working with smaller creators is the ability to negotiate deals via barter. By focusing on content rather than follower count, marketers can create partnerships that benefit both parties. This approach democratizes the influencer landscape and opens up opportunities for aspiring creators.

The key to successful conversion lies in saturating the online space with content. It's not just about one individual influencer; it's about multiple individuals consistently showcasing a product or experience. By drumming up excitement and visibility through a network of creators, brands can create a lasting impression on consumers.

While the shift towards authenticity and UGC is gaining traction, it's important not to overlook the importance of benchmarking social apps for success. Assessing a product's performance and potential requires a scientific approach, even in the unpredictable world of consumer social apps.

When benchmarking growth, it's crucial to define your core metric. For most social apps, daily active users (DAUs) are the key indicator of success. The trend should show consistent growth, even if there are occasional spikes and dips. Additionally, excellent retention is essential for capitalizing on viral moments and retaining users. Monthly user growth is also an important metric to monitor, with benchmarks set at 20% for OK, 35% for good, and 50% for great performance.

Inherent virality is a characteristic of successful social apps. Users should be motivated to invite their friends, creating a snowball effect of growth. If paid sources account for more than 10-20% of user acquisition, it may be necessary to reevaluate the acquisition strategy.

Engagement ratios play a vital role in assessing a social app's performance. The DAU/MAU ratio is a popular benchmark, with 25% considered OK, 40% deemed good, and 50% or higher considered great.

The L-ness curve provides insight into user behavior over a specific time period. Best-in-class social apps have a curve that "smiles" or skews right, indicating that users regularly engage with the product. Benchmarks for L5+ performance stand at 30% for OK, 40% for good, and 50% or higher for great.

Retention is a significant factor in long-term success. Monitoring n-day retention, such as d1, d7, and d30, allows for an understanding of how well users are retained over time. Benchmarks for retention metrics range from 50% for OK, 60% for good, and 70% or higher for great d1 retention.

It's also important to monitor how quickly the retention curve flattens out. A significant degradation between d7 and d30, coupled with cohorts that haven't flattened out, may indicate potential issues with long-term retention.

As a general rule, the more users and the longer the time frame, the more valuable the metrics become. Early users tend to be highly engaged and have higher retention rates, making their data more valuable. Additionally, social apps often require iterations to find success, so it's not uncommon for acquisition and engagement to drop after an initial spike.

In conclusion, the marketing landscape is shifting towards authenticity and user-generated content. Brands are finding success by partnering with smaller creators and saturating the online space with relatable content. However, it's crucial not to overlook the process of benchmarking social apps for success. By monitoring core metrics, engagement ratios, retention rates, and user behavior, marketers can make data-driven decisions to propel their apps to mainstream success.

Actionable Advice:

• 1. Embrace authenticity and user-generated content: Consider partnering with smaller creators who can provide relatable and genuine content for your brand.

• 2. Monitor and benchmark your core metrics: Keep a close eye on daily active users, monthly user growth, engagement ratios, and retention rates to understand your app's performance and potential.

• 3. Continually iterate and improve: Social apps often require multiple iterations to find success. Pay attention to user feedback, make data-driven decisions, and be open to making changes to improve user experience and drive growth.