Introduction
In recent months, Lapse, a photo-sharing app, has been making waves in the tech world. With its unique features and growth hacking strategies, it managed to reach the top spot on the US App Store in just a matter of weeks. However, a new report from app intelligence firm Appfigures reveals that Lapse’s downloads have started to drop significantly, indicating that growth hacks alone may not be enough to sustain an app’s success.
Lapse: A Brief History
Launched in 2021 by co-founders Dan and Ben Silverton, Lapse aimed to recreate the feel of a point-and-shoot camera. The app had a unique feature where photos were "developed" at random intervals later in the day, creating an artificial delay. This gimmick was not new, as other photo apps like Dispo and Later Cam had tried similar approaches before.
However, Lapse’s team noticed that users were using the app more as a photo journal than a traditional camera. In response, they pivoted to focus on curating photos into albums and creating user profiles with monthly photo dumps – a feature also seen on larger apps like Instagram.
The Rise of Lapse
TikTok ads and the invite mechanism fueled Lapse’s growth, allowing it to reach No. 1 on the US App Store in September. During that month, daily downloads grew from an average of 8,000 per day to a peak of 210,000. However, this success was short-lived.
The Decline of Lapse
A report by Appfigures shows that Lapse’s downloads have dropped significantly since its peak in September. In October, the app’s daily downloads averaged around 50,000, and by November, it had decreased to just over 20,000 per day. This decline is likely due to the fact that users can no longer join the app without inviting friends.
Lapse’s Response
In response to the declining downloads, Lapse’s co-founder Dan Silverton stated that the team knew they would need to transition to a new phase of growth. They have been experimenting with ways to allow users to join the app without inviting friends, which has impacted download numbers and App Store ranking in the short term.
Conclusion
Lapse’s success story highlights the importance of adapting to changing user behavior and market trends. While growth hacking strategies can be effective in the short term, they may not be enough to sustain an app’s success over time. As Lapse continues to evolve and adapt to its users’ needs, it will be interesting to see if it can recover from this decline and maintain a strong presence in the photo-sharing market.
What’s Next for Lapse?
As Lapse transitions to its next phase of growth, it will be crucial to prioritize user experience and engagement. The app needs to focus on providing value to its users and continuously innovating to stay ahead of competitors. By doing so, Lapse can maintain a strong market presence and continue to grow its user base.
Related Articles
- The Rise and Fall of Other Photo-Sharing Apps
- How to Build a Successful App: Lessons from Lapse’s Story
About the Author
Sarah Perez is a Consumer News Editor at TechCrunch, with over three years of experience in reporting on the tech industry. She has previously worked as an I.T. professional across various industries and brings a unique perspective to her coverage of consumer technology.
