Social Features: The Secret to Bridging the Gap Between Apps and Users

Whether it is a solution they were looking for or a distraction they need, apps fulfill their users’ needs, hence the downloads. 

However, what happens when users have already accomplished their goal? According to a report published by Statista, only 32% of users will return to an app 11X or more after downloading it. Moreover, 25% of the users abandon an app after one use. 

With a competitive app market and struggle to keep customers engaged, how can app developers ensure that they keep their users for a longer time? 

Creating an innovative application involves more than just the interface. While you can build apps with impressive graphics and a smooth interface, developers should also consider other features that meet consumer requirements to encourage users to come back for more.

The answer might just be integrating social features into your application. 

As applications explore more methods to ensure user retention, it’s crucial to examine other potential solutions to keep your users longer and eventually create an in-app community. 

Take the current situation, for example. The rise of COVID-19 saw more people craving authentic social experiences online. Stuck at home during the pandemic, people have resorted to socializing virtually. According to Pew Research Center, 32% of Americans surveyed said they hosted or participated in virtual parties or social gatherings with friends or family.

And with more people going more virtual due to on-going social distancing and restrictions in social gatherings, it might be useful for developers to make their apps more social. More than the entertainment your app provides, users want to share their experiences with their in-app community, discussing the things they love and learning more from like-minded peers. 

Aside from being a good gauge for measuring engagement among users, comments and likes can also bring people who share the same interests. They can connect through posts on your users’ profiles and feeds. These social media interactions also help users get to know each other better, enabling them to reach out to more people online — even to those outside their circle. 

Indeed, the in-app community plays a crucial role in retaining users. In a study conducted by Facebook, the social media giant found that users are more likely to stay in-app for a sense of community and belonging. 

If they can establish their offline community online, not only do you close the distance, but you also encourage your users to form special connections. In-app social features can make them stay not only for fun but also with the bonds they forged with other users and your brand.  

Adding a social dimension to your app can lead your product to a whole new level. From in-app chat to live streaming and social commerce, you can bring your users together in one place, without them having to leave. In-app social features can aggregate the best functionalities from today’s social media platforms, thereby creating a thriving social network in your application.

But why would you bother integrating social features into your app? Well, in-app social features can boost your user engagement and retention. As much as you think that you have the best mobile app there is, there is still a chance that your users can forget, or worse, delete them from their phones. Silicon Valley analyst Andrew Chen said that an average app loses 77% of its DAUs within the first three days after they install. In an article from Android Report, they reported that 90% of users eventually stop using an app by a month, and three months later, only 5% of users continue using an app. 

To counter this, adding an in-app messaging feature can increase app retention by as much as 3.5X. In terms of monetary benefits, you can save more when you retain your existing users, as attracting new ones can cost you more than five times more, according to Forbes. 

Last year, AppAnnie’s State of the Mobile Report found seven social media apps in the top 10 applications based on MAUs. It’s no surprise that social media platforms will continue to dominate app downloads. Data also expects the number to hit 258.2 billion by 2022. 

With this trend, it would be beneficial for you and your users to integrate social features into your app, not just today but also in the future. While it’s more convenient to leverage on established social media platforms, integrating in-app social features in your app can help build lasting relationships with your users. 

And the possibilities of building your in-app social network are endless! Supercharged plug-and-play social features can provide you freedom on how you would want to engage and interact with your users, and in turn, let them use your platform to bring a sense of community within their peers.

Ready-to-use chat SDK to enable 1-on-1 or group chats within your app can help users interact easily with others. Plug-in video functionalities can help them share snippets of their lives with their community. Public and private in-app groups can let them stay close with like-minded peers who matter to them. Pick the ones you need and implement the features you want in your application. 

In an era where everyone craves authentic human experiences, even online, it is essential to use this opportunity to enhance engagement and retention. Offering an outlet for users to build communities within your app can elevate their experience, helping you bridge the gap between your product and your consumers. Companies stand to gain more than mere recognition by capitalizing on this major behavioral trend. Fostering an in-app community is beginning to seem like the path forward for businesses across all industries, a requirement for success in the digital-first, social-second world.