Tag: messaging

On Apps and <3s

 

Ah Valentine’s Day, a time for chocolate and flowers and punny cards, but also a time to reflect on the connections we share with friends and loved ones. Maybe it’s because I’m a twenty-something-year-old living in New York City, where people are constantly plugged-in via one or more devices, but it seems like everywhere you look, people are obsessed with connecting via messaging apps. Whether in the form of “relationship” apps such as Tinder, Hinge, and even Wingman, or social platforms like Viber, Line, and Snapchat, it’s hard to ignore the feeling that as a society, we’ve taken to outsourcing our most basic interactions to the cloud. Don’t worry, we’re not becoming antisocial, and most of us are still a long way off from a mustachioed Joaquin Phoenix – but researchers are predicting that this is just the beginning.

Yesterday Gartner released data announcing that in 2013, worldwide sales of smartphones surpassed sales of feature phones for the first time. As mature markets become increasingly saturated with connected devices, and emerging markets witness meteoric growth, app stores have been flooded with ways for people to connect with others either down the block or several time zones away. As these apps pop up seemingly overnight, some are rewarded with huge user bases, astronomical funding, and successful exits. Meanwhile, others fall by the wayside. But with hundreds of millions of users (and the theoretical money accompanying them) up for grabs, and those numbers growing every day, the motivation is high for new players to get into the game.

So what makes for a successful messaging app? While factors like luck and timing certainly play a role, there are some distinct characteristics that can position an app to do well when entering this crowded space. Offering a unique experience (and not just, say, an Instagram for selfies) is necessary, because short attention spans mean people are not going to regularly use 10 different messaging apps; they will choose the few that offer the most valuable experiences. Intuitive usability and simple design are also key factors for success – apps that can be used with one hand are that much easier for a user to adopt and revisit.

But most notably, in keeping with Valentine’s Day, apps evoking emotional experiences for users are at a distinct advantage. It’s no mystery why sites such as BuzzFeed and Upworthy are so popular and are constantly shared across social media. There are few things that bring people closer together than humorous content and uplifting stories to rally behind, especially when accompanied by adorable gifs and powerful images. A strong image (be it selfie or emoji) speaks anywhere across the world, and the ability to create these images and messages draws people in, opening up new avenues of expression. Creating an authentic sense of connection and engagement with users has become imperative for any social app, and we can expect to see the sustained development of this theme as the mobile messaging space continues to evolve and grow. Let’s just hope we won’t be seeing more apps capitalizing a little too much on user sentimentality.

Being Intentional About Your Message

I’m reading through the Hunger Games series right now because, at this point, how could you not? In the ninth chapter of the first book, main character Katniss has just been chosen as a tribute, or contestant, in the annual Hunger Games where members from each district fight to the death. The Games are held each year by the Capitol, the presiding ruling class of Panem, to keep the lower-class citizens in check and assert their power. Wait a minute: is this a metaphor for Corporate America? Is every company competing in their own twisted version of the Hunger Games?

In the book, tributes go through a beauty pageant-like contest before entering the battlefield to win the favor of Capitol sponsors, who can send gifts during the Games to assist in the competition. But as she prepares for her first public speaking appearance, it becomes wildly clear: Katniss Everdeen has a PR problem.

“I’m trying to figure out how we’re going to present you. Are you going to be charming? Aloof? Fierce? So far, you’re shining like a star. You volunteered to save your sister. Cinna made you look unforgettable. You’ve got the top training score. People are intrigued, but no one knows who you are. The impression you make tomorrow will decide exactly what I can get you in terms of sponsors,” says [advisor] Haymitch.

How Katniss positions herself at the beginning will affect how much sponsors will give her throughout the competition. Though she might be technically skilled, people still want an image they can easily connect with. For startups, the same advice applies.

Even though your startup’s product might be amazing, how you position your company can greatly impact the attention you receive from investors, especially if you’re eyeing that grand prize: an exit. To go even further, imagine how much more of an impact you make when your position is pre-meditated and intentional. It means that much more to your company in shaping its identity, and it means a whole lot more to your audience. Are you the “fastest growing startup with a quirky personality” or “the brand that sells a lifestyle of thinking differently?” You might be tempted to go with the flow, figure out messaging when you’ve perfected the product and solidified your business model. Chances are you’ll be so busy you won’t have time to think about it.

It’s best to have the defining characteristics of your company set from the beginning. Instead of allowing the press, users, and influencers to form your corporate identity, create it yourself. Be intentional about creating it and letting people know about it. Remember to be consistent, bring it up in every interview, place it on your website, and make sure it’s included in your elevator pitch. Performing this exercise at an early stage of your startup can help you go a long way when it comes to public perception and identity.

Right before the start of the Hunger Games, Katniss solidifies a strategy with her prep staff: her fighting spirit is her shining feature and sets her apart. Every story she tells in an interview and how she acts in the Games speaks to that particular feature. How do you think she fares in the Games where only one survives? I don’t want to give away the ending but let’s just say… there’s a second book.

The Power of Storytelling

In Seth Godin’s All Marketers Are Liars, he emphasizes the power of storytelling. Humans have been storytelling for ages and Godin explains why it is the best way to spread an idea. Too often, marketing focuses on product features and the word doesn’t get out. People want to talk about remarkable products and experiences. Messages that claim slightly better price or improved quality are not that impressive and over-used business jargon can kill a product’s story just as fast. Instead, it is more important how a product’s story makes the person feel. It is the story that will ultimately please the customer, fulfill their desire and make them want to tell their friends about a new product.

Godin explains that it is important to frame an idea to cater to a community’s beliefs and fit a certain worldview. He shares an example of a story framed around a worldview: organic food is better.  Whole Foods has expanded their business surrounding this story, which lets people tell themselves the story that organic food is healthier and better for the environment. Godin explains, “They shop there because it makes them feel good. They buy foods they want, not need. And all of us derive satisfaction from believing we’ve done the right thing.” While not everyone buys into this story, it fits the needs of a certain group of people who share a similar worldview.

However, a story shouldn’t be a lie and it is important to remember that stories must be authentic. In today’s world, if a product doesn’t live up to the story they are telling, word gets around fast. So once you define your story it is important that a product or service live up to that idea, down to the details.