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Photo-sharing app Locket is banking on a new celebrity-focused feature to fuelits growth
Locket, a photo-sharing app launched in 2022, aims to boost growth with a new 'Celebrity Lockets' feature that allows musicians to connect intimately with fans. With over 80 million downloads and a significant daily user base, Locket achieved profitability in 2024. The feature, tested with artists like Sukie Waterhouse, promises real-time engagement, but its success remains uncertain as competitors like BeReal explore similar concepts.
Key points
- Locket launched in 2022 as a competitor to BeReal, focusing on authentic connections through home screen photo widgets.
- It has surpassed 80 million downloads and 9 million daily active users, sharing over 10 billion photos.
- Achieved profitability in 2024 with a modest $12.5 million in funding.
- The 'Celebrity Lockets' feature allows artists to share updates and photos directly to selected fans' home screens.
- Testing has shown positive feedback, but the actual growth impact of the feature is uncertain due to mixed experiences from competitors.
Why it matters
- The rise of user-centric apps reflects the growing trend of personalized engagement in social media.
- Celebrity engagement features in apps are increasingly common, as seen with BeReal's similar, but less successful, initiative called 'RealPeople'.
- Locket's focus on intimate interactions aligns with trends towards authenticity and connection in digital communication.
Locket's innovation with 'Celebrity Lockets' seeks to deepen fan engagement and retains its identity as an intimate sharing platform, but its ultimate success will depend on user reception amidst evolving social media dynamics.