Lapse, the new challenger in the photo apps world
Source：Lapse, Time Magazine, The New York Times
From：Taiwan Trade Center, New York
Update Time：2024/02/25
In response to Instagram's change of algorithm that is now prioritizing short, TikTok-like videos, new apps like BeReal, Dispo, Grainery, and Glass emerged to reclaim Instagram's original purpose of photo-sharing. Lapse, a U.K.-based app founded in 2021 by two brothers — Dan and Ben Silvertown —, distinguishes itself by transforming the phone into a disposable camera, allowing users to share grainy, vintage-style photos (after a few hours of processing time in a virtual “dark room”) with their friends. Every photo posted on Lapse must be captured within the app and cannot be modified. The platform does not display visible “like” counts; instead, friends can express reactions through emojis. With the tagline “friends not followers”, the app emphasizes a more casual and pressure-free environment, focusing on sharing memories with a small group of friends rather than chasing likes and followers. As of November 13th, Lapse ranked third on the Apple App Store's free iPhone apps chart in the U.S., surpassing TikTok and Google. It also led in the photo and video category.
Despite Lapse’s apparent success, is its business model sustainable? Other similar photo applications, such as Dispo and BeReal, experienced a deceleration in growth following an initially rapid expansion phase. While on one hand users appreciate the app's nostalgic aesthetic and its “non-competitive” nature, on the other hand it has also faced criticism for its growth tactics, requiring new users to invite at least five people before they can start posting pictures. Dan Silvertown, the co-founder of Lapse, recognized the criticism and declared that the company is thinking about eliminating the invite requirement, even if it negatively impacts the raw download numbers. Other concerns include user data protection. Some voiced apprehensions on how users’ phone numbers may be used, even though Lapse’s website states that the company doesn’t trade user data.
Lapse's main challenge is now to develop a viable business model. The app, currently free and without ads, received $11 million in funding in 2021. Dan Silvertown recently confessed to Time Magazine the possibility of implementing paid features in the future, maintaining that the app will continue to avoid ad-based monetization. However, he added that the primary focus now is on building an exceptional product and expanding its user base. Will, this time, people stick with this new challenger despite its aggressive promotional strategy?
Sources:
Source: https://time.com/6334440/lapse-photo-app-instagram/