We believe an integrated social component will become a linchpin for emerging consumer companies. In the future, more and more of these formerly IRL social activities can and will exist online. While it’s too early to tell which of the apps above will break out and achieve meaningful scale, this categorical lens is instructive in signaling broader trends. Like going to the public park to play basketball, taking your dog to a dog park or joining a book club, these interest-based digital spaces can organically lead to new social connections. Users can delve into their hobbies and passions with niche-tailored product features, and discover a community of like-minded people in the process. Meanwhile, fast-growing vertical communities like Public and Bunch bring users together around shared interests-in this case, stock market investing and gaming, respectively. The platform aims to foster more intimate connections among users without the stressors (or privacy considerations) of a video chat. Friend discovery app Itsme, for example, lets users have synchronous conversations while showcasing their personalities through avatars. This illustrates what I believe the future of social will look like: interest-based platforms that drive meaningful new relationships. In the graphic below, we ranked the fastest growing social categories, as well as the fastest growing companies therein, according to year-over-year monthly active users.Ĭurrently, two of the fastest growing categories across the social app ecosystem are friend discovery (platforms that allow members to discover and connect with one another, often through common interests) and vertical communities (those that enable further engagement around specific subjects or activities). But beyond the big names you might expect-Facebook, Instagram, TikTok, Pinterest, and Twitter among them-a number of up-and-coming startups in our analysis are not yet mainstream. Of course, many of the top 100 social apps are well-known.
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To answer these pressing questions, we took a deep dive into the top social apps across a dozen categories, in partnership with the app intelligence software company Apptopia. What does “good” look like, anyway? How do various categories of social apps stack up in terms of engagement, stickiness, and retention (and which KPIs are most important to track)? Can upstarts compete with the reigning social giants? When a social app is working, it’s often clear in the data: how many people are using the app on a daily, weekly, or monthly basis and how is the network growth trending over time? But evaluating the success-or, in our case, the potential-of a social app is not as straightforward as it seems.
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