Why Your App Needs Its Own Culture (And How to Build One)

In the cutthroat world of consumer apps, where users have endless alternatives at their fingertips, creating a memorable experience isn't just nice to have—it's essential for survival. Tim Johnson, former Head of Brand Partnerships at Wattpad (acquired for $600M) and current Head of Brand Partnerships at Blossom Social, has seen firsthand what separates apps that scale from those that struggle.

In a recent episode of the Levels Podcast, Tim shared insights from his unique journey across three very different B2C platforms: Wattpad (storytelling), Couply (relationship strengthening), and Blossom (social investing). His perspective on app culture offers a compelling framework for founders looking to build sticky, memorable products.

The Culture Test: Would Users Know Your App From Any Screen?

Tim draws inspiration from an unlikely source—acclaimed author Neil Gaiman—to explain what makes an app truly distinctive:

"Neil Gaiman always says that you should be able to drop a reader in any page of your story and they would know which book it is. And I think that is a really interesting idea for an app. You should be able to drop your user into any screen of an app and they'd know which app it is."

This concept goes beyond visual design or branding. It's about creating a cohesive experience that permeates every interaction, from onboarding to daily usage. Think about Duolingo's playful aggression, Strava's athletic community vibe, or Discord's gaming-focused social dynamics. Each has built a culture so distinctive that users immediately know where they are.

Why App Culture Matters More Than Ever

According to Tim, the bar for consumer apps has never been higher:

"Consumer is absolutely cutthroat when it comes to UX. And if you give your users a bad experience, you're toast. You're toast. The standard for consumer apps now is set so high, I think, that if you're not giving people a pretty magical experience, they're going to find an app that does."

In this environment, technical functionality alone isn't enough. Users expect not just utility, but delight. They want to feel like they're part of something bigger—a community, a movement, or at minimum, an experience that understands them.

The Psychology Behind App Culture

Tim identifies several key psychological elements that successful apps leverage:

Surprise and Delight Moments: These unexpected touches keep users engaged and create positive emotional associations with your product.

Creative Engagement: Finding innovative ways to maintain user interest beyond the core functionality.

Community Building: Creating spaces where users feel they belong and want to participate.

Tim points to apps like Duolingo as masters of this approach:

"Duolingo is another one, obviously, that we have to so much credit to and just being so creative and fun. like the Duo Hour, all of the fun that they had with that. you're with Duolingo, you get it, you get the jokes."

Building Culture Across Different Audiences

One of Tim's unique insights comes from working with vastly different user bases. At Wattpad, the culture catered to young, story-obsessed fans who "you see dressed up at the fan expos." At Blossom, it's millennial investors sharing portfolios and market insights. At Couply, it was couples working on their relationships.

Despite these differences, the principles remain consistent:

1. Understand Your Users Deeply: Know not just what they do in your app, but who they are outside of it
2. Create Shared Language and References: Develop terminology, jokes, and references that only your community would understand
3. Design for Identity: Help users feel like using your app says something positive about who they are

The Network Effect of Strong Culture

When you successfully build app culture, it creates powerful network effects. Users don't just use your product—they identify with it and evangelize it to others who share their interests or values.

At Wattpad, this manifested in users who were "six times less likely to be in a sports stadium" but went to the cinema "2.2 times more than the regular person." The platform didn't just serve book lovers; it created a home for a specific type of entertainment enthusiast.

Practical Steps to Build Your App Culture

Start With Your Core Value Proposition: What fundamental need or desire does your app address? Your culture should amplify this.

Identify Your User Archetypes: Go beyond demographics to understand the psychographics—what motivates your users, what they care about, how they see themselves.

Develop Your Voice and Tone: How does your app "speak" to users? Is it playful, serious, encouraging, challenging?

Create Rituals and Traditions: What repeated experiences can you design that users will look forward to and remember?

Build Community Touchpoints: Where and how do users interact with each other within your ecosystem?

The Long-Term Payoff

Apps with strong cultures don't just retain users—they create advocates. These users become part of your growth strategy, naturally bringing in others who share their interests and values. They provide feedback, create content, and defend your product when competitors emerge.

As Tim's experience shows, culture isn't just about making users happy in the moment. It's about creating sustainable competitive advantages that are much harder for competitors to replicate than features or functionality.

Key Takeaways

• Strong app culture is now table stakes for consumer apps—users expect magical experiences, not just functional ones
• The "Neil Gaiman test": Users should be able to identify your app from any screen based on its distinctive culture
• Culture creates network effects—users who identify with your app naturally become advocates and attract similar users
• Different audiences require different cultural approaches, but the underlying principles of community, identity, and delight remain consistent
• Start with deep user understanding—culture must be authentic to your users' values and aspirations, not imposed from above

Want to hear more insights from Tim Johnson on building successful consumer apps? Listen to the full conversation on the Levels Podcast.