Community then Platforms

You've got the idea, the plans - but hang on - have you built your community?

Now, imagine you're at the edge of launching your next big app.

You've got the idea, the plans - but hang on - have you built your community?

In today's crowded app marketplaces, how good your app is, isn't enough to guarantee success; it's who has been waiting for it.

That's where building an online community comes in.

It's not just a nice-to-have; it's a must-do.

An app without a community is like throwing a party without having sent out the invitations. A few might stumble in, but the real magic happens when you've got the guest list excited to be there.

Most successful apps share this common thread: a strong, engaged community waiting in the wings.

Story time

A local bakery opened near our studio in 2020. Word quickly spread about the delicious treats and team of hard-working artisan bakers. If you want to taste-test their offering, you need to be willing to arrive early – cruffins nearly always sell out in no time at all!

How did the cruffins get so popular? Community.

You tell your friends about the delicious baked goods, and new flavour ideas are trialled over social media via Instagram polls, allowing the community to have a say in this month’s offering. This not only builds excitement, but ensures that the flavour idea is tried and tested to be popular; before they even open a bag of flour.

When launching your app, this community will be your first line of testers, reviewers and advocates. Genuinely excited about your app's features and functionality, they here spread the word through their social media channels, word-or-mouth recommendations, and more.

A recommendation from someone in your community is worth more than paid ads any day.

The user is likelier to try it and potentially share the experience with others if he or she feels emotionally attached to your app and its story.

Invest resources in building a loyal community rather than using them on marketing techniques traditionally applied. This equips your early fans with everything what they need to be your ambassadors. Not just that, this kind of initiative saves on marketing cost and builds a loyal user base even before your app hits the market.

So how do you create this all-important community?

Start with being open about your journey. Share some of your progress, your challenges and what you found today that is fascinating for you through blogs, videos and/or social media.

This transparency calls people into your story so they feel a sense of belonging and anticipation.

Stay engaged with them. Keep social media accounts, periodic email updates about the campaign and virtual events like founder q&as. The constant touch points keep the conversation alive and perpetuate the connection built between an audience member and the project.

If you’d like to find out more about what it takes to launch, grow or maintain a digital product, we would love to hear from you.