How to increase daily active users on social platforms

In conducting our research, we used a mix of primary and secondary sources to understand what users, creators, and advertisers expect from social platforms. Our methods included interviews with former platform executives,¹ panel discussions with creators,² and global surveys on technology and media habits.³ We also analyzed publicly available data such as investor presentations and annual reports. This broad approach helped us identify specific priorities and strategies for improving stakeholder experiences.

DAU growth is not a simple task, but it can be broken down into a function composed of two variables: direct and indirect growth drivers. Both levers impact DAU growth by aligning platform offerings with the expectations of each stakeholder group, thus improving platform engagement metrics.

• Direct growth drivers impact the user: These are decisions that elevate the user’s experience—personalized content, tailored experiences, and community-oriented features that let users share their own stories and feel part of a group (friends, strangers with similar interests, or creators).
• Indirect growth drivers impact creators and advertisers: These are decisions that elevate creator and advertiser experiences in clear, simple, and measurable ways—such as transparency and adequate performance information on how content reaches users over time—leading to insights that should help grow their success.

Social platforms across the marketplace are demonstrating the power of direct and indirect growth drivers to facilitate platform growth. Leading platforms are delivering engaging experiences and streamlining stakeholder connections to bring new communities of users together and enable direct interactions. Patreon introduced native livestreaming capabilities, letting creators stream directly to their communities, merging community-building social media, real-time interaction, and social media monetization in one place.⁴

Leading social platforms are also developing tools and processes to extend creator lifetime value and provide seamless shopping experiences that drive user growth and engagement. Instagram continues to roll out creator monetization—from subscriptions to live badges to creator marketplaces.⁵ YouTube expanded creator monetization with brand deals and YouTube Shopping, letting creators earn by featuring and tagging products in their content.⁶ Through delivering immersive user experiences and empowering creators and advertisers, social platforms can deliver upon stakeholder expectations and drive platform growth.