Specifically Yang outlines:
- FOMO on top creators (they had superstars like @pmarca and @naval early, culminating with @elonmusk, upcoming is Elon with Kanye
) - FOMO on the best content
- FOMO on invites
- FOMO on growing audience
- FOMO on delightful experiences
The thread expands detail for each of these points – it’s worth a read.
BUT…I wanted to focus on 2 important messages for the activation part of the funnel (where Pointzi helps), that matters a ton for Product Managers and Growth teams:
- “The app also aggressively promotes follows through: 1. Onboarding 2. Notifications 3. Clubs“
- “…is the delight of discovering an amazing topic or seeing a top creator join the conversation. Variable rewards cause people to tune in more.”***
Whilst there is a huge FOMO in acquisition (users get invites which makes them part of the “insiders” club”), its is the ability to re-engage via the Onboarding and Notifications to keep bringing them back.
The big deal about consumer Apps is the “meh” response once they’ve installed and the users closes the App and doesn’t come back (they go back to Instagram or Tiktok for their entertainment). This is why consumer apps have Day 0 abandonment above 78%.