Photo-sharing App Locket Is Banking On A New Celebrity-focused Feature To Fuel Its Growth

Locket, nan photo-sharing app that allows users to stock images pinch friends that are past displayed connected their location screens arsenic widgets, wants to enactment connected your radar, and it’s enlisting nan thief of celebrities.

Locket emerged arsenic a competitor to BeReal erstwhile it launched successful 2022, offering a much authentic measurement to link pinch others. The app places a widget connected iPhone location screens that updates pinch nan latest pictures added by friends. Users tin prime up to 20 adjacent friends, creating an friendly abstraction to stock unfiltered selfies and updates connected their lives.

The app claims to person complete 80 cardinal full downloads, much than 9 cardinal regular progressive users, and its users person shared much than 10 cardinal photos to date. Notably, nan institution besides shared pinch TechCrunch that it achieved profitability successful 2024, a important accomplishment fixed its comparatively humble fundraising efforts of conscionable $12.5 million.

To thrust further growth, Locket has been softly testing a characteristic called “Celebrity Lockets” for nan past six months, which nan app officially announced connected Wednesday. 

Image Credits:Locket

Celebrity Lockets mostly focuses connected euphony artists, letting them prosecute pinch fans by sharing specifications astir upcoming shows, caller medium releases, and different news. Locket has already tested this characteristic pinch Sukie Waterhouse and JVKE, pinch much artists to beryllium announced soon.

To usage nan feature, celebrities tin stock a nexus connected their societal media platforms, aliases fans tin look them up successful nan app to adhd them, and they tin past nonstop photos straight to their fans’ location screens.

“With posts going consecutive to fans’ location screens, it offers nan benignant of immediacy and intimacy that different platforms can’t replicate, turning passive followers into progressive participants,” laminitis Matt Moss told TechCrunch. 

Locket allows artists to take a number of fans to link with, ranging from 1,000 to 15,000 slots. For instance, Suki has 5,000 fans connected nan app and has helped Locket pull hundreds of caller members. According to nan company, 17% of these 5,000 fans were caller to Locket.

“Fans consciousness typical knowing they’re 1 of conscionable a fewer 1000 alternatively than conscionable different follower. This besides preserves nan aforesaid intimacy and marque of Locket arsenic a merchandise coming … We knew our organization utilized Locket to stock euphony pinch their friends, truthful being capable to besides link pinch their favourite artists is simply a earthy improvement for nan platform,” Moss said.

Although Moss says nan feedback from testers has been good, it’s unclear whether this will thief Locket turn its personification numbers. BeReal tried thing akin pinch a characteristic called “RealPeople,” but nan reception wasn’t wholly positive, pinch some people saying that they preferred nan anti-social media app arsenic a measurement to flight from celebrities.