Locket, the new private social networking app, has gone viral over the last few weeks. It allows your friends to share images with you using home screen widgets, which is very popular among Generation Alpha. The app was first launched in 2017 and has since seen over 91 million lifetime installs combined across iOS and Android platforms. When Locket recently released a new feature, Rollcall, engagement jumped through the roof. About 80% of the first active users come from Gen Alpha.
Having captured the world’s attention by shooting to the top of App Store charts, Locket first launched in early 2022. The app’s new, heart-centered approach to social networking—transforming Apple platform features into creativity-building tools for connection, collaboration and community—has struck a chord with younger users. With Rollcall, users can compete with friends in an exciting new way, shaping how they use the app and who their friends are meant to be. Over a quarter of Locket’s daily active users post a Rollcall each week. That’s an incredibly impressive 88% adoption rate demonstrating just how strongly agencies are adopting this feature!
In a joint creator statement, Locket’s co-founder Matt Moss explained the necessity of producing genuine world connections with the app. As he explained, “There’s something so fundamental and basic about just communicating and connecting with real people in the world. There is always going to be a place for that, and there’s always going to be a need that’s what folks want to have.” This commitment to cultivating authentic relationships, both with users and their friends, is at the heart of Locket’s mission.
With a spartan staff of 15, the company has been cash flow positive since last year. It now monetizes through a subscription model and has over 100,000 subscribers. With Locket’s financial success comes the exciting possibility of future innovations. They are especially excited about the potential application of artificial intelligence as a means to deepen and enrich user engagement. Locket’s future features According to Moss, Locket’s upcoming features include options to easily make collages and prompts to remind users of what they’ve done the past week or so.
One of Locket’s coolest features—considered a killer app by many—is Live Activities, the newfangled push notifications. Moss described this feature as a way to enhance user engagement: “The Live Activity pulls people in a lot more. And most important, it’s going to be a blast, because as your friends are sharing you will get that sense of like we’re all doing this together. Here’s how Locket fosters a community connection that keeps their users coming back. This is win-win, because it makes it an increasingly important mode of travel for millions of people.
As Locket grows and changes, they’re thinking about new features that would help users build even deeper connections. You can add music and favorite locations you’ve traveled to in the app. Bring in some fresh prompts to promote sharing with a friend! Moss remarked on this vision: “I think for us, it’s always much more like: how can we use those things to actually, genuinely help people connect, versus it just being a kind of short-term fun experience.”
As a result, the app has emerged as an important venue helping users, especially younger users, connect with their friends. It’s much more than a supplemental communication tool. Moss noted the shift in user behavior: “I think the big difference is … [being] the companion piece versus the primary. We’re lucky to have a lot of users now who use Locket as their primary mode of communication with friends. Locket has quickly become vital to their social lives.
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