And those opinions matter. Wishbone’s audience of 5 million monthly actives is 91% female and falls mostly between the ages of 13 and 25.
“People are constantly changing their tastes and what’s hot today won’t necessarily be hot tomorrow,” Pham said. “Every day there’s a new hairstyle, new clothes, a new product, a hot new brand or celebrity or piece of gossip for our users to engage with.”
In that sense, Wishbone serves as a platform for a form of immediate crowdsourced market research. Wishbone users create several million polls a month and cast around 25 million votes per day.
“We know what people like and what they don’t like because they tell us,” said Pham. “And depending on that, brands can start to figure out what these users are interested in.”
Far from being turned off by brands, Wishbone users often choose to compare brands or products in the polls they create.
“Typically, brands think hitting people with videos and display ads will convert them,” Pham said. “What they don’t always recognize is Nike can’t say it’s better than Adidas and Coke can’t say it’s better than Pepsi – the message has to come from someone the consumer follows and trusts.”
Brands can get in on the action, as long as they’re cognizant of the platform for which they’re producing the content.
In a recent campaign Wishbone ran with Taco Bell, users were asked cutesy questions related to the brand’s new breakfast menu, like “What’s a better price for breakfast?” [Choices: a picture of a $1 bill or a picture of a $5 bill].
Two million users engaged with the Taco Bell content. A separate campaign for Victoria’s Secret’s Pink line generated more than 1.5 million opens and a 26% click-through rate.
“We’re the intersection of advertising and content,” Pham said. “People aren’t being fooled into consuming ads, they’re actively engaging with them.”
This is the second installment of Home Screen, a series of profiles on mobile pubs and apps and the devs that make them (and hopefully make money on them). Read about home decor app Lux, wedding planner platform The Knot, lip-syncing app Musical.ly, pop culture magazine Movie Pilot, news app News Republic, on-demand laundry app Cleanly, music streaming app LaMusica, P2P global shopping app Grabr, kid-friendly chat app Jet.me, driving app Dash, anonymous app Whisper, storytelling app Episode, weather app Poncho, online writing community Wattpad and sticker app Emogi.