The digital business world often moves in seasons when it comes to retention models, with the most successful innovations catching on and spreading throughout the leading apps. We’re currently firmly in the era of the streak, which has become a powerful tool for encouraging people to returning to businesses in a range of industries.
There are various reasons why streaks are so powerful, and business owners should consider whether it’s possible to use these mechanics in their own offerings.
Why Are Streaks Such a Powerful Form of Retention?
Throughout our lives, we’ve been conditioned to value progress and consistency. There have been countless books published on the power of simply showing up and turning small things into habits. Works such as The Slight Edge by Jeff Olson and Atomic Habits by James Clear try to drill the fact that everything we do in life can be turned into success through consistency.
Whether you’re trying to get a six pack or learn a language, you may go weeks without noticing any improvements. However, getting into the mindset of simply plugging away at these things consistently is how you get results. App designers have built streaks into their offerings to try to get users into this mindset. They work well because people can easily see their progress, and as they develop a long streak of using an app every day, they feel a stronger desire to defend it.
The power of these streaks is reinforced with notifications, reminding people to log on and maintain their progress. The daily action soon becomes a routine, and one that many users start to do without even thinking.
What Are Some of the Best Examples of Brands Using Streak Mechanics?
There are countless examples of businesses that have put the concept of streaks to good use. Snapchat is often credited with popularising the retention strategy, with its Snapstreak feature encouraging daily exchanges between friends on the app.
In the years since the social media app made streaks mainstream, they have been found in myriad other apps. Strava has used them successfully to encourage people to keep exercising, and language apps like Duolingo have also found that streaks can be a powerful way to keep people committed.
Is it Necessary to Always Label These as Streaks?
For anyone considering applying the streak retention method to their business, it’s not always necessary to label it as such. In fact, there’s a risk that if there are too many apps doing this that people will get streak fatigue. Instead, some entertainment brands use the concept but label it differently.
For example, Starbucks manages to bring customers back in on a regular basis by promoting double star days and various other offers via the app. In the Great Britain casino industry, there are loyalty schemes that reward repeat play as well. These can come in the form of prize ladders, where users play for greater bonuses every day.
Business owners who are looking for solid retention techniques should aim to tap into the streak trend. It’s a proven strategy and one that can be adapted based on what an app offers.
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