Jelly slowing down

I take no pleasure in how new downloads/installs of Jelly’s app have slowed dramatically since the initial wave of buzz about the app.  But that’s not the metric that I – or the marketers who decided to jump into that nascent community just hours after it launched – want to see. No, I want to see how actual usage has or hasn’t changed over the course of the last month.

Sure, discovery is a huge part of growth. The app, like any other, needs to get new users to achieve critical mass, but that’s only half of the story if even that much. The rest is how active the people who *have* installed the app are in asking and answering questions and otherwise engaging. What I’m curious to see is how activity has or hasn’t ebbed in the time since the much-ballyhooed launch last month.

A handful of brands, of course, jumped in as soon as the pool was half-full and how their activity within the app has or hasn’t continued is also something I’m hugely interested in hearing more of. I’m curious to see if they’ve remained active or, after getting their headlines, they’re now dialing down and taking a more cautious approach.