Wishbone – one of the fastest growing social media apps
Wishbone is a new app that allows you to poll your friends, which in turn helps them to make decisions. It works by first downloading the app from the app store, either Apple & Google Play. Once registered, you can take two pictures, which you upload to the Wishbone network. The network can then vote on the two choices. As a result, you can see which picture has received better feedback, which should help you to make a decision (Wishbone, 2015; Kosoff, 2015).
However, this is not the only thing the app offers. Wishbone also offers the possibility to vote on “hot or not” topics, such as humor, fashion, celebrities, sports, music, etc. In order to keep its users active, the app provides a daily & nightly dozen, i.e. 12 most popular questions pushed daily, which people can then vote on (Wishbone, 2015; Kosoff, 2015).
Within 4 months the app grew to become part of the top 10 downloaded social networking apps in the iOS App Store in 4 major English-speaking countries, i.e. US, UK, Canada and Australia (App Annie, 2015). Ranking between apps such as Facebook and Instagram, the question arises how this is even possible? The app currently enjoys a “viral pickup” in popularity, because it makes use of social media trends, such as shifting social media usage towards teenagers and a female dominance in visual oriented platforms (Kosoff, 2015; Lenhart, 2015). Moreover, popular Instagram users post and promote the app to their audience, which is mostly comprised of teen girls – combining both major aforementioned trends (App Annie, 2015; Kosoff, 2015). Last but not least, posts are sharable across platforms, such as Instagram, Twitter, Facebook, Weibo, Pinterest, Whatsapp, Messenger, iMessage, which again helps to increase brand awareness (Wishbone, 2015).
What is so interesting about Wishbone is that it allows brands to use it as a research and marketing tool by offering them a possibility to let users’ vote on a set of products, e.g. two pairs of shoes – one being purple, the other one pink. By receiving immediate feedback by a user base of 3 million active users, and more than 40 million voters every day, brands can use this as a strong tool to test market acceptance of their products (Wishbone, 2015; Kosoff, 2015; Wagner, 2015).
Let’s see whether this is just a recent growth trend, or if Wishbone manages to defend its position in the long run.
App Annie. (2015, April 14). App Annie Index: Market Q1 2015. Retrieved October 14, 2015, from App Annie Blog: http://blog.appannie.com/app-annie-index-market-q1-2015/
Kosoff, M. (2015, September 30). There’s a 4-month-old app that lets you poll your friends — and 3 million teen girls already love it. Retrieved October 17, 2015, from Business Insider UK: http://uk.businessinsider.com/what-is-wishbone-app-for-comparing-anything-2015-9?r=US&IR=T
Lenhart, A. (2015, April 8). Teens, Social Media & Technology Overview 2015. (. Retrieved October 18, 2015, from PewResearchCenter: http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
Wagner, K. (2015, October 3). Wishbone App Hopes the ‘Hot or Not’ Business Model Isn’t Done Just Yet. Retrieved October 17, 2015, from ReCode: http://recode.net/2015/10/03/wishbone-app-hopes-the-hot-or-not-business-model-isnt-done-just-yet/
Wishbone. (2015). Wishbone. Retrieved October 17, 2015, from http://www.getwishboneapp.com/