The Right Way to Build and Grow a Social App

The Right Way to Build and Grow a Social App

In today's digital age, social apps have become an integral part of our daily lives. From connecting with friends and family to exploring new communities, these apps have revolutionized the way we interact and share experiences. However, building and growing a successful social app is no easy feat. It requires careful planning, strategic thinking, and a deep understanding of what users truly value.

John Maxwell, a renowned leadership expert, outlines six principles that are essential for creating a positive and impactful app experience. These principles can also be applied to the world of social apps, as they reflect the fundamental desires and needs of users. Let's explore how these principles align with the key metrics for benchmarking social app growth.

1. We want to be valued.

Valuing others, not for what they can do, but simply because they are human beings, is the foundation of ethics. In the context of social apps, valuing users means creating an app that truly caters to their needs and desires. This starts with defining your core metric, which for most consumer social apps is daily active users (DAUs). The goal is to have people using your app every day, as this signifies that they find value in what you offer.

2. We want to be appreciated.

Appreciation is a powerful motivator. It makes people feel seen and acknowledged for their contributions. In the world of social apps, appreciation can be expressed by thanking users at every opportunity and giving credit to others. This fosters a sense of community and encourages users to continue engaging with your app. It's important to remember that genuine appreciation goes a long way in building strong user loyalty.

3. We want to be trusted.

Trust is the cornerstone of any successful relationship, whether personal or professional. For social apps, trust is crucial in gaining and retaining users. As Henry L. Stinson said, "The only way you can make a person trustworthy is by trusting them." This means trusting your users and showing them that you have their best interests at heart. Building trust takes time, but it's an investment that pays off in the long run.

4. We want to be respected.

Respect is earned, not demanded. As a social app, respect should be at the core of your interactions with users. A respectful leader gives people the freedom to perform at their best and the incentive to work with excellence. Similarly, a respectful app creates an environment where users feel heard, valued, and respected. This fosters a positive user experience and encourages users to become advocates for your app.

5. We want to be understood.

Understanding others goes beyond surface-level interactions. It means extending yourself and meeting them where they are. In the world of social apps, understanding users means listening to their feedback, addressing their concerns, and continuously improving the app experience. Putting the burden of connecting on yourself, rather than expecting users to conform to your app, creates a sense of empathy and authenticity.

6. We don't want others to take advantage of us.

No one wants to feel exploited or taken advantage of. In the realm of social apps, this translates to ensuring that your growth is organic and sustainable. While paid marketing can be effective in certain cases, relying too heavily on it can signal a lack of value in your product. Make sure that your growth is coming from the product itself, as this indicates that users genuinely find it valuable and are willing to invite their friends to join.

So, how do these principles align with the key metrics for benchmarking social app growth? Let's take a closer look:

• Daily Active Users (DAUs): This metric reflects how many people are using your app on a daily basis. Ideally, you want to see consistent growth in DAUs, as this indicates that users find value in your app and are incorporating it into their daily routines.

• Monthly User Growth: For seed-stage consumer social companies, a monthly user growth rate of 20% is considered okay, 35% is good, and 50% is great. It's important to note that organic growth is preferred, as it signifies that users are naturally drawn to your app and find it valuable.

• Retention: Retention refers to how many users continue to use your app over time. It's crucial to track retention at different points in time, such as day 1, day 7, and day 30. A good benchmark for retention is 50% on day 1, 35% on day 7, and 20% on day 30. These numbers indicate that users are not only downloading your app but also finding value in it over an extended period.

• Weekly Retention: Weekly retention becomes relevant for apps that are transitioning into a network. A benchmark of 40% retention in week 1 and 20% retention in week 4 is considered okay, while 55% in week 1 and 30% in week 4 is good. Great retention would be 75% in week 1 and 50% in week 4, indicating that users are consistently engaging with your app on a weekly basis.

To create a successful social app, it's essential to incorporate these principles into your growth strategy. Here are three actionable pieces of advice:

1. Prioritize user value: Focus on creating an app that genuinely caters to the needs and desires of your target audience. Continuously seek feedback and make improvements to enhance the user experience.

2. Foster a sense of community: Build a strong community around your app by appreciating and valuing your users. Encourage user-generated content, facilitate meaningful interactions, and create opportunities for users to connect with each other.

3. Embrace organic growth: While paid marketing can be effective, prioritize organic growth as it indicates that users find your app valuable enough to share with others. Invest in creating a product that users naturally want to invite their friends to join.

In conclusion, building and growing a successful social app requires a deep understanding of user desires and needs. By valuing, appreciating, trusting, respecting, understanding, and avoiding exploitation of users, you can create an app that truly resonates with your target audience. By benchmarking key metrics such as DAUs, monthly user growth, retention, and weekly retention, you can track your progress and make informed decisions to drive sustainable growth. Remember, success in the world of social apps lies in creating a product that users love and can't imagine their lives without.