Wonder why some products have a loyal following? The Social+ business model taps into our desire to connect and collaborate, changing the game for companies worldwide. Kitcod has been at the forefront of this social revolution in Singapore.
In this article, I’ll shares insights on the power of Social+, going beyond transactions to foster collaboration and community, creating products that satisfy and delight customers, and building a loyal following.
So, let’s dive in and discover how Social+ can take your business to the next level.
This article offers deep insights into how consumer tech startups can take advantage of the latest advancements in in-app communities and AI to create more engaging, personalised, and user-friendly products.
By examining the latest trends and best practices in this space, this article provides valuable guidance on how to build Social+ business models that are more effective, efficient, and innovative. Whether you’re a seasoned entrepreneur or a first-time founder, these topics are sure to inspire and inform your approach to consumer tech innovation.
What is Social+ and how did it start?
The term was coined by D’Arcy Coolican and referred to companies that combine the community and network of a social product with a specific category, form factor, or experience. Groupon and LivingSocial were among the first major Social+ companies, and China became a breeding ground for such companies in recent years.
Also Read: How e-commerce brands can tap into the US$600 billion social commerce market potential
With many examples of apps like Pinduoduo (which offers users major discounts via group buying) and Douyin (a social video platform known internationally as TikTok), which makes more than 60 per cent of its revenue through social commerce. Many companies and VCs in the west are now eying the Social+ trend, with a16z creating an entire series dedicated to this phenomenon.
What are the top criteria that make a Social+ company?
Did you know that in-app community and P2P engagement can significantly impact user engagement and retention in consumer apps?
According to a report by CleverTap, apps with an in-app solid community engagement experience a 39 per cent increase in user retention rates. Furthermore, a survey by Apptentive found that 75 per cent of consumers prefer in-app messaging for customer support and engagement.
This is where ChatGPT can add significant value to consumer apps. With its advanced natural language processing capabilities, ChatGPT can power chat and in-app feeds to provide personalised recommendations and support to users. This can lead to more meaningful P2P engagement and foster a sense of community within the app.
They own their Social Graph, and it’s customised to their product
Many companies leverage existing social graphs of big social platforms such as Instagram or TikTok, and that’s great, but it has its limitations. At Kitcod, we believe that owning your social graph is necessary to build a strong community, as existing social platforms can limit your control over it.
Comparing the Fortnite community to those built on Facebook shows the benefits of owning your community, but it’s still possible to use other networks as a starting point.
Their social graph is inseparable from the product
Being a Social+ company means having a social graph that’s critical to the business, not just a marketing tactic. Many companies add social elements to their apps, but it can often negatively impact the user experience.
Simply adding sharing or commenting functionality doesn’t make a company Social+. Twitter’s social graph is inseparable from its product, unlike online news platforms that allow sharing and commenting.
P2P engagement is part of the product itself
It’s easy to mistake a user base for a community. To truly benefit from Social+, an app needs P2P social engagement baked into its DNA. For social trading platforms like eToro and Robinhood, authentic user engagement is key to reaping the benefits of being Social+. eToro stands out by enabling users to follow and copy successful traders, as well as share trades and views with others.
Categories that have gone Social+
Social+ companies have higher user retention rates: According to a study by McKinsey, social engagement is a key driver of customer retention. In fact, companies with the highest social engagement rates have an average retention rate of 96 per cent, compared to 71 per cent for companies with the lowest engagement rates.
Also Read: Move over social commerce: The conversational commerce renaissance is here
Social+ companies can achieve faster user growth: A report by TechCrunch found that social apps grew on average 37 per cent faster than non-social apps in terms of daily active users. This highlights the importance of social features in driving user growth.
Social+ companies have higher user engagement: A study by Appboy found that social features such as in-app messaging and sharing can increase user engagement by up to 400 per cent. This demonstrates the potential of social features to keep users engaged with an app.
Social+ companies can lower customer acquisition costs: According to a study by Bain & Company, acquiring a new customer can be up to 25 times more expensive than retaining an existing one. By fostering a strong in-app community, Social+ companies can reduce customer churn and lower their overall customer acquisition costs.
2023, the year of real-time personalisation and recommendation
- Social: Drive the lifeblood of social networks, communities and the events industry – meaningful user engagement. TikTok is winning: 1.5 hours of average US daily usage.
- Media: Give users the content they want within the first user session, and they will come back. Deliver views to your top creators. Youtube is winning: 70 per cent of watch time from recommendations.
- Marketplaces: Capture the user’s attention through relevant content and products on your website, app and email. Amazon is winning: 35 per cent of purchases from recommendations.
A Community Platform, Plug-and-play Social API
With millions of apps being launched daily, it’s challenging to grab users’ attention and loyalty. Many apps are adding social features to improve engagement and retention, but building in-app social experiences can take six-eight months and cost over US$100,000 with limited API solutions available. That’s where platforms like Kitcod come in.
With Kitcod, you can leverage the power of AI to quickly and easily add powerful social features like newsfeeds, groups, chat, and video to your app in just a matter of hours. Our AI-powered algorithms allow for personalised content delivery, making the user experience more engaging and relevant. In fact, according to a study by Deloitte, personalised content can increase user engagement by up to four times.
By utilising Kitcod’s advanced AI capabilities, you can improve your in-app community engagement and retention without worrying about the scalability, maintenance, and reliability of a complicated social infrastructure.
Our plug-and-play social API infrastructure platform allows app owners and developers to seamlessly integrate social elements at a flexible monthly cost. In fact, a survey by IBM found that 62 per cent of companies are planning to use AI to improve customer experience and engagement.
Kitcod provides a cost-effective alternative to in-house teams, utilising AI and machine learning technologies to deliver personalised experiences at scale in real-time. Build powerful in-app newsfeeds, groups, chat and video in hours. Make your app social and boost your community engagement without worrying about the scalability, maintenance and reliability of a complicated social infrastructure.
–
Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic
Join our e27 Telegram group, FB community, or like the e27 Facebook page
Image credit: Canva Pro
The post The rise of Social+ 2.0: How in-app communities and AI are reshaping the consumer tech landscape appeared first on e27.