Highlight was the talk of South by Southwest.
It is an iPhone app that connects to Facebook accounts and tells users which strangers nearby share their interests. It pulls in basic information about potential connections and shows their locations on a Google Map.
With all the media hype, the young app’s traffic spiked. Now the buzz has died down.
We asked AppData to pull Highlight’s monthly active users and daily active users since the Austin conference. Highlight definitely looks like a victim of a hype cycle. Daily active users have taken a serious hit, with the exception of one day in mid-April, right after the app and its founder appeared on Anderson Cooper’s show.
Monthly active users have declined since the conference too.
Highlight’s March traffic proves the team can make a product people like. Now it has to figure out the next step — making the product stick.
Here’s the AppData chart: