Locket, a relatively popular photo-sharing app, has announced a new feature called “Celebrity Lockets.” It has been quietly testing this for close to six months with a goal to drive additional user growth. As the name suggests, the feature mainly focuses on music artists. This allows them to engage with fans by sharing details about new albums, upcoming shows, releases, and other related news.
Locket gets new ‘Celebrity Lockets’ feature
Locket places a widget on your phone’s home screen that updates with the latest pictures added by friends. It allows you to select up to 20 close friends, offering a privacy environment.
Locket has tested the “Celebrity Lockets” feature with Suki Waterhouse and JVKE. It plans to announce more artists soon.
Celebrities can share a link on their social media platforms, or fans can search in the app to add them. They can send photos directly to their fans’ home screens. “With posts going straight to fans’ home screens, it offers the kind of immediacy and intimacy that other platforms can’t replicate, turning passive followers into active participants,” Matt Mouse, founder of Locket, told TechCrunch.
The feature allows artists to choose the number of fans to connect with. The number ranges from 1,000 to 15,000 slots. Suki has 5,000 fans on the app. This is claimed to have helped Locket attract new members. The company says 17% of these 5,000 fans were new to Locket. “Fans feel special knowing they’re one of just a few thousand rather than just another follower,” said Moss.
Locket claims to have over 9 million daily active users
While Moss says the feedback during testing has been positive, it’s unclear how much of a boost it will be for Locket in terms of user growth. BeReal, which is its competitor, tried something similar called “RealPeople,” but the reception wasn’t particularly encouraging. Some users said that they preferred “anti-social media apps” to escape from celebrities.
Locket photo sharing app claims to have over 80 million total downloads, with over 9 million daily active users who have shared more than 10 billion photos to date. The app told TechCrunch that it achieved profitability in 2024. This is quite an achievement considering the modest fundraising of $12.5 million. You can download the app from the Apple App Store and Google Play Store.
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