Don't just build an app. Build a community.
Rudi Leung
HKUST MBA 2004 | Linkedin Power Profiles 2018 | Creative Director | Social Media Marketing | Content Marketing | IMC | Brand Consultancy | Training
I really like the VSCO cam app. It is so far my most frequently used photo app on both of my iOS and Android devices. I am a long-term VSCO user.
The app is free. But there is an in-app purchase option for additional presents (film-like filters). All presents look awesome. I even have had difficulties to make a decision. Unsurprisingly, I purchased all these presents without blinking an eye.
Recently, they launched a new subscription model called Film X, which you have to pay a $19.99 USD annual fee in the exchange of all available presents (which I already owned 90% of them), additional features, and some users tips from the VSCO community.
To me, paying to get these additional goodies, the benefit is marginal and its ROI is not very economical.
However, I just became a proud Film X subscriber. I did it not because I want to get more presents, but by being a subscriber, I am joining the VSCO community. It is a small yet awesome community and I want to be a part of it.
I believe there are many other users like me around the globe too. Our population might be small. But we are a group of awesome users that every developer should pursue to acquire.
Don't build your app on a transaction-based objective.
Build your app on a community-based strategy.
Community-based business is a long-term good business.
*Disclaimer: This is not a sponsored post and I do not have any business relationship with the mentioned company of this article.
#VSCO #VSCOX #brandstrategy #marketing
https://vsco.co/vsco/journal/introducing-vsco-x
Executive Chairman & Co-Founder of VSCO
7yThanks for becoming a member! Excited for you experience all that we have in store for VSCO X members. Never hesitate to reach out with feedback and thanks again!
Growth & Marketing
7yWell said. I believe community maintenance is now playing a role pretty much equally as important as apps, software or website maintenance these days, esp. in tech field where any brand/app/gadget can be rocking one day but forgotten the next. No surprise FB s said to shift their focus to improvements for in-app "group & community", one of the most effective and organic stickiness factors.