ClosetThe photo-sharing app, which allows users to share pictures with friends, who are then shown on their home screens as widgets, want to stay on your radar, and it adheres to the help of celebrities.
Locket appeared as a competitor to Bereal when it launched in 2022, offering a more authentic way of connecting with others. The app puts a widget on iPhone home screens that update with the latest images added by friends. Users can choose up to 20 close friends, creating an intimate space to share unfiltered selfies and updates on their lives.
The app claims to have more than 80 million downloads, more than 9 million daily active users, and its users have shared more than 10 billion photos to date. Notably, the company also shared with Techcrunch that it had achieved profitable in 2024, a significant realization given its relatively modest fundraising efforts by Just $ 12.5 million.
To operate further growth, Locket has quietly tested a function called “Celebrity Lockets” over the past six months, which the app has officially announced on Wednesday.
Famous closets mostly focus on music artists, leaving them collaborating with fans sharing details about upcoming shows, new albums and other news. Location has already tested this feature with Suki waterhouse And JVKEwith more artists announced soon.
To use the function, celebrities can share a link on their social media platforms, or fans can look for them in the app to add them, and they can then send photos directly to the home screens of their fans.
“With posters directly to the domestic screens of fans, it offers the kind of immediate and intimacy that other platforms cannot reproduce, making passive followers into active participants,” founder Matt Moss told Techcrunch.
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Locket allows artists to choose some fans to connect with, which ranging from 1,000 to 15,000 slots. For example, Suki has 5,000 fans in the app and helped Locket attract hundreds of new members. According to the company, 17% of these 5,000 fans were new in Locket.
“Fans feel special, knowing that they are one of only a few thousand instead of just another follower. This also retains the same intimacy and closet brand as a product today … We knew that our community uses Locket to share music with their friends, so being able to connect with their favorite artists is a natural development for the platform,” Moss said.
Although Moss says that the feedback of testers was good, it is not clear if this will help Locket grow its user numbers. Bereal tried something similar with a feature called “Realpeople“But the receipt was not completely positive, with some People Saying they preferred the anti -social media as a way to escape celebrities.
