Lapse, a photo-sharing app that rapidly climbed the ranks of the App Store earlier this year through growth hacking, is now experiencing a decline in momentum. The app initially gained traction by employing a strategy that required users to invite friends for access—a tactic similarly adopted by the new social app ID by Amo. Although this approach propelled Lapse to the top spot on the U.S. App Store in September, recent data from app intelligence firm Appfigures reveals a significant drop in downloads, reaching as low as a 70% decrease from its peak in October.
The findings suggest that relying solely on growth hacks is insufficient for long-term success unless the app can effectively retain its user base over time.
Originally launched in 2021, Lapse was conceptualized by co-founders and brothers Dan and Ben Silvertown to replicate the experience of a point-and-shoot camera, with delayed photo viewing. Initially, users embraced this concept, but the app’s team observed a shift towards using Lapse as a photo journal. Consequently, the app pivoted to cater to this evolving user need, maintaining the photo development gimmick but refocusing on curating photos into albums and creating user profiles with monthly photo dumps, aligning with trends seen on larger platforms like Instagram.
Despite the success of TikTok ads and an invite mechanism that fueled rapid growth, Lapse faced criticism for its invite scheme, with some users expressing discomfort and labeling it a “pyramid scheme.” Appfigures reported a peak in daily downloads of 218,000 in October, but recent trends indicate a decline to 44,738 by November 24th.
This downward trend aligns with similar experiences observed in other social photo apps like Dispo and Poparazzi. The challenges faced by these newcomers suggest that maintaining momentum in the competitive social app space is challenging, even for those who quickly ascend the App Store ranks.
In response to the data, Lapse co-founder Dan Silvertown acknowledged the expected slowdown in growth, emphasizing the need to transition to a new phase. The team has been experimenting with ways to allow users to join without inviting friends, anticipating a short-term impact on download numbers and App Store ranking. Despite the challenges, Silvertown remains focused on users and product development, expressing confidence in their progress and dedication to overcoming future obstacles.
