Finding Growth and Connection: Benchmarking Social Apps and Embracing Solitude

Finding Growth and Connection: Benchmarking Social Apps and Embracing Solitude

Introduction:

In today's digital age, social apps have become a significant part of our lives, offering us connections and interactions with others. However, in the pursuit of growth and success, it is crucial to benchmark these apps and understand the metrics that determine their performance. At the same time, amidst our constant connectivity, there is value in embracing solitude, disconnecting from the virtual world to find a deeper connection with ourselves and the larger world around us. In this article, we will explore the benchmarks for social app growth and the importance of solitude in our lives.

Benchmarking Growth in Social Apps:

When it comes to benchmarking growth in social apps, it is essential to define a core metric. For most consumer social apps, daily active users (DAUs) serve as a primary metric. The goal is to have users engaging with the app every day, making it a part of their routine. However, for apps with less frequent use, weekly active users (WAUs) can be an acceptable starting metric.

To gauge the success of monthly user growth in seed-stage consumer social companies, the following benchmarks can be considered:

• OK: 20% growth

• Good: 35% growth

• Great: 50% growth

Furthermore, organic growth is vital for social apps. These apps often struggle to monetize early on, making paid marketing less feasible. Ideally, most of the growth should come organically, driven by users' desire to invite their friends and enhance the overall experience. If a significant portion (more than 10-20%) of users are acquired through paid sources, it might be necessary to rethink the acquisition strategy and focus on improving the product itself.

Engagement Metrics: DAU/MAU and L-ness Curve:

Apart from user growth, engagement metrics play a crucial role in evaluating the success of social apps. DAU/MAU (Daily Active Users to Monthly Active Users) ratio provides insights into how frequently users engage with the app.

Benchmarks for DAU/MAU ratio are as follows:

• OK: 25%

• Good: 40%

• Great: 50% or higher

Moreover, examining the L-ness curve, which represents user engagement over time, can offer valuable insights. A desirable L-ness curve has a "smile" or even better, a "crooked smile" that skews right. This indicates that users are making the app a regular part of their daily lives. For weekly L-ness curves, focusing on L5+ (users in the app for five, six, or seven days a week) can indicate near-daily use behavior.

Benchmarks for L5+ performance are as follows:

• OK: 30%

• Good: 40%

• Great: 50% or higher

Retention and Cohort Analysis:

Retention is a critical metric that measures how well an app retains its users over time. N-day retention, also known as bounded retention, examines the percentage of users from the original cohort who continue to engage with the app on specific days.

Benchmarking for n-day retention at various time intervals is as follows:

• OK: d1 50%, d7 35%, d30 20%

• Good: d1 60%, d7 40%, d30 25%

• Great: d1 70%, d7 50%, d30 30%

It is worth noting that the slope of the retention curve often flattens between d7 and d14, reaching a plateau by d20. Additionally, for companies transitioning from a tool to a network, weekly retention (w1 and w4) can be relevant. The goal is to ensure that users not only come for the initial functionality but also stay for the network effect.

The Importance of Solitude:

While social apps offer connectivity, it is equally important to embrace solitude. Spending extended periods alone can foster a sense of closeness to others and a connection to something greater than ourselves. Disconnecting from devices and going offline allows us to appreciate the beauty of the present moment and find solace in our own thoughts.

During moments of solitude, we have the opportunity to recharge, reflect, and gain a deeper understanding of ourselves. It is crucial not to judge ourselves during this process and instead embrace the art of perfect rest.

Actionable Advice:

• 1. Prioritize organic growth: Focus on creating a social app that naturally attracts users and encourages them to invite their friends. A strong network effect will contribute to sustainable growth.

• 2. Continuously measure and analyze engagement metrics: Regularly benchmark your app's DAU/MAU ratio, L-ness curve, and retention rates to identify areas for improvement and ensure consistent user engagement.

• 3. Embrace solitude intentionally: Set aside dedicated time for solitude, away from devices and distractions. Use this time to reflect, recharge, and find a deeper connection with yourself and the world around you.

Conclusion:

Finding the right balance between growth in social apps and embracing solitude is essential in today's connected world. By benchmarking growth metrics and focusing on organic user acquisition, social app developers can create experiences that resonate with users and drive sustainable growth. Simultaneously, embracing solitude allows us to find solace, introspection, and a deeper connection with ourselves and others. So, let us strive for growth while cherishing moments of solitude, finding harmony in our digital and offline lives.