Founders

Consumer social products and marketing

1. Marketing creates 1) awareness and, hopefully, 2) demand to sign up

2. For nearly all consumer apps, ~50% of new sign ups never come back to the app after the first day! This declines over the next 30 days to get to a measure of day 30 (d30) retention.

3. Ideally, this decline curve “flattens” (i.e. asymptotic) or even “smiles”. This means you have a retentive product and you can measure $X spent turns into Y downloads and into Z sign ups and into A retained users.

4. However, if your product does not have a retentive curve, then all spending will do is make metrics go up for a bit and then air will slowly come out of the balloon.

5. Retentive social products work because their core value proposition and product / functionality / features creates long-term retention. Exceptional products do that and have a viral growth component (k-factor).

6. So before spending time and money marketing, be sure you have a product that benefits from the marketing.

Related

Growing a consumer social network vs. a DeFi protocol vs. an L1 blockchain vs. an L2 blockchain require different strategies and tactics. 

Some overlap, but you’re optimizing for different things.

CAST

Hi @dwr.eth,

(1) I’m replying to this message, which might not fully align with the context of this /cast, but I hope these thoughts will reach you.

I sense that you’re seeking sustainable growth solutions by focusing on user retention.
» I completely agree with this goal.
Therefore, I’d like to discuss and clarify the structure of various social platforms and the reasons behind their growth.
(Note: I will not focus on the commonly mentioned points; instead, I’ll delve deeper into the fundamentals.)

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(2) Facebook: Horizontal and Vertical Structure
Horizontal:

Their structure follows a network model (horizontal), and their growth lies in simulating real-life networks. For example, the relationships of individual UIDs, which encourage users to build networks and strengthen their connections.
Channels and influencers/KOLs, however, connect vertically (more accurately, through mass attention).
» This represents a network that grows both horizontally and vertically, with its tipping point arising from users' needs to organically expand their real-life networks.

X (formerly Twitter): Horizontal Structure with Intentional Attention
Its structure is horizontal, emphasizing mass attention but with a focus on followership as an entity. This means users actively create attention and intent demand for themselves, making them more loyal to the platform.
» This is an active horizontal network, where entities of interest can expand their influence vertically through algorithmic recommendations.

(3) Both of these platforms rely on recommendations primarily based on lookalike models.

Telegram: A Third Type with Direct Demand
Telegram is slightly different, focusing on direct demand. Its p2p growth stems from the need to connect p2q, making it well-suited for payment development within SocialFi.
Its limitation is the inability to filter noise effectively without a recommendation experience, as it lacks customizable boards based on lookalike models.
However, it grows quickly because it locks in users.
The entity must independently build loyalty within its own community.

(4-End) @dwr.eth Therefore, you’ll continue to face challenges if you address visible issues without starting from the core. It will take more time to discuss this thoroughly, but here are a few ideas for you to consider:

- Focus on developing solutions for UIDs (KOLs/influencers/communities) that can optimize their value chain within their economy.
- Build a foundational system where each entity can create loyalty and growth hacks for themselves (I believe focusing on membership, loyalty, etc., through coordinators would be effective).
- Remember that you’re building a decentralized economy in the form of Social. The barrier I see is the rules. Try to shift from enforcing rigid rules to creating value-driven principles that motivate users.
» Sometimes, you might have to compromise on conventional norms and community standards, allowing the community to decide those ruleseven the valuation of the value chain.