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The Rise of Poparazzi: A New Social Network Built on Friend-Posted Photos

Imagine if Instagram’s tagging functionality became a standalone application – the result would closely resemble Poparazzi, currently the most downloaded app on the App Store. This novel social networking platform, developed by the creators of TTYL and similar apps, allows users to establish a profile where only their friends can contribute photos, effectively transforming them into their personal “paparazzi.”

Strategic Launch and Initial Success

The app’s success can be attributed to a meticulously planned series of actions designed to maximize initial growth. From a pre-launch TikTok campaign driving App Store preorders to subsequent social media buzz, including endorsements from its investors, Poparazzi has expertly leveraged various strategies. However, this rapid ascent has involved compromises in user privacy to amplify network effects, a potentially risky long-term strategy.

Positioning as an "Anti-Instagram"

A Rejection of Perfection

Poparazzi is presented as a counterpoint to Instagram, challenging the prevalence of heavily edited photos, excessive selfies, and an overall culture of “effortless perfection.” The company asserts that authentic life is filled with imperfect moments equally deserving of capture and sharing, as outlined in a recent company blog post.

Responding to a Growing Demand

This message resonates with current user sentiment. Demand for less performative social media has been increasing, particularly among Gen Z users who are becoming more aware of the manipulative tactics employed by large tech companies. Several startups, including Minutiae, Vero, Dayflash, Oggl, Dispo, and Herd, have attempted to attract users from Instagram with similar appeals.

Even Facebook Acknowledges the Shift

Recognizing this trend, even Facebook is planning to introduce features allowing users to hide like counts on their posts and feeds.

Innovation vs. Execution

Not a Novel Concept

Poparazzi doesn’t necessarily introduce a groundbreaking idea; tagging users in photos has been a feature of social media for years, notably pioneered by Facebook in its early stages.

Masterful Growth Strategies

Instead, the app’s rapid climb to the top of the charts is a result of carefully implemented growth strategies designed for a swift launch.

Leveraging TikTok for Pre-Launch Buzz

The Power of TikTok

The company generated pre-launch excitement through a TikTok campaign – a platform that has proven successful in launching App Store hits like the mobile game High Heels. The potential of TikTok to drive app downloads is often underestimated, as demonstrated by successes like TikTok’s sister app CapCut and the e-commerce platform Shein.

Converting Buzz into Preorders

Poparazzi didn’t just create demand on TikTok; it capitalized on it by directing users to the App Store preorders page via a link in its bio. This resulted in a substantial number of Gen Z users eager to try the app upon its release.

A Unique Onboarding Experience

Haptic Feedback and Engagement

The app features a distinctive onboarding process utilizing haptic feedback, causing the phone to buzz and vibrate during the introductory video. This unusual element encourages users to share their experience, potentially generating organic growth through word-of-mouth.

Data Collection and Privacy Concerns

Phone Number Authentication

Following the initial excitement, Poparazzi initiates a significant data collection process. Users are required to sign up and authenticate using a phone number, with no option for a privacy-focused “Sign In with Apple” alternative, which would allow for identity protection.

Extensive Permission Requests

The app then requests access to the user’s Camera and Contacts, as well as permission to send Notifications. This is where privacy concerns arise. Like Clubhouse, Poparazzi demands full address book access, which is not essential for usability, as alternative methods for adding friends exist, such as QR code scanning or username searches.

Instant Friend Graph Creation

Access to the Contacts database allows Poparazzi to bypass the need to build privacy-focused features. It can instantly match phone numbers with user signups, creating an immediate friend graph.

Misleading Permission Indicators

Even if a user denies a permission request, Poparazzi displays a green checkmark, potentially misleading them into believing they have granted access.

Limited Control Over Privacy

While users can “deny” address book access, Poparazzi warns that the app only functions with friends, and users cannot prevent others with their phone number from finding their profile.

Automatic Following

Upon signing up, the app matches the user’s address book to its database, automatically initiating follows from existing users. If friends have already signed up, they will begin following the new user immediately.

Potential Risks and Safety Concerns

Inaccurate Friend Graph Representation

The assumption that an address book accurately represents a friend graph is flawed.

Risk of Abuse and Harassment

Many individuals store the phone numbers of abusers, stalkers, and exes in their Contacts to utilize blocking features. Poparazzi’s automatic matching could grant these individuals immediate access to user profiles, potentially facilitating harassment or harm.

A Recurring Problem

This issue is well-documented and previously plagued Clubhouse, which also required full address book uploads. This strategy did not lead to lasting user retention.

Balancing Growth and Privacy

Intentional Trade-Off

Despite its careful design, Poparazzi likely intentionally prioritized network effects over certain aspects of user privacy and safety.

Encouraging Engagement and Growth

Further Friend Graph Expansion

The app encourages users to expand their friend graph and engage with others. A bare profile incentivizes users to request photo tags from friends, and a SnapKit integration facilitates this process.

Embracing Clout

Despite its “anti-Instagram” positioning, Poparazzi still incorporates elements of social validation. Posts, which can be looping GIFs, receive reactions in the form of emojis, and the number of reactions is publicly displayed.

Persistent Connections

Even if a user unfollows someone, that person can still post to their profile, as squad management is controlled separately under “Allow Pops From.” This could lead to unwanted interactions.

Overall Assessment

A Promising but Imperfect Platform

Poparazzi can be enjoyable, particularly for its target demographic. Its friend-centric and anti-glam stance is promising. However, enhanced privacy controls and more granular control over the friend graph to improve anti-abuse protections would be valuable additions.

Investment and Future Outlook

TechCrunch attempted to contact Poparazzi’s team for comment but did not receive a response. Reports indicate that Floodgate, Dream Machine (led by Alexia Bonatsos), and Weekend Fund have invested in the startup. A subsequent report from Newcomer revealed that Benchmark led a $20 million Series A funding round, surpassing interest from Andreessen Horowitz.

Updated after publication to clarify the app only uses phone number login, avoiding a potential App Store policy violation related to “Sign In with Apple.”