Our spring intern, Molly Ross, takes a look into the success of the new selfie app, Shots.
A new “selfie” app has launched, but that’s been done before…right? Wrong! With this app there is only one direction the camera is pointing and that’s to your face. John Shahidi, CEO of Shots, has created an app only intended for selfies that has two power marketing tools unlike any other in the industry.
- Justin Bieber
Shahidi created the mobile gaming company, RockLive, in which one of his top games, Heads up, became extremely popular overnight. The unexpected increase of users crashed the website for an unknown reason. Shahidi checked Twitter to see if there was an answer for this problem. He found that Justin Bieber played the game and posted his high score on Twitter. All of his Twitter followers flocked to the game and started playing. Because Bieber liked the game so much, he was interested in investing in the company however, Shahidi’s brother and co-founder was done making games. With the help of Bieber’s social media reach, Bieber and Shahidi merged forces to create an app that would have a long lasting impact by making a difference. They created an app for one purpose, and that is the selfie. With a huge audience automatically on board, there was no denying the success of Shots.
- The Message
Building a place where teens could express themselves in a safe way was important for Shahidi. As a child and even now at the age of 34, Shahidi has been bullied online all his life. That’s why he created a social site where there is no bullying allowed. Users are only able to comment on a picture if they post a picture of themselves as well. Anonymous users can’t exist in this realm; users must show their face and own their words. The app only allows for real time pictures facing the front to ensure people are who they say. If this isn’t enough of a safe guard, Shadihi has ensured that if there is any bullying reported, they will be kicked off the app and unable to return.
This app has all the right ingredients to be successful with the support of Justin Bieber and the great message this app embodies. But it is difficult to market another “selfie” app. Shaidi tells Mashable, “The challenge behind marketing a ‘bully free’ app is to make it cool.” When Shots first launched 90% of the users followed Bieber on Twitter, now that number is 20%. This staggering statistic is a testament to the growth of the company. Although Bieber brought his followers, the app is now able to stand alone with its evident success. If you want to make a statement with your next social media campaign, call us!