An in-depth look at the latest cutting-edge technologies and strategies to gain and retain customers.

Discover key strategies to foster brand loyalty, improve customer retention, and increase lifetime value through emotional engagement, social features, and reliable support.

How to Build Brand Loyalty: The Battle to Retain Customers

There is a commonly held belief that consumers will always opt for the least expensive variety of a particular good for which they are in the market. However, we see this disproven every day in the real world as many consumers ultimately opt for a brand that they feel a sense of loyalty to. This begs the question: Is it possible to foster brand loyalty, and if so, how might one go about doing so?<h3>What is Brand Loyalty?</h3>You know the feeling, even if you can’t quite put a finger on it. When it comes to certain products, you have a preference for one particular brand over another. You might not even bother to compare the price of your preferred brand against the price of a competitor. You have fully bought into your brand of choice, and you are unlikely to change your attitude toward that brand ever again.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/2116443f-f030-486b-9378-c1bbdcfdce35.png">Modern marketing professionals understand that this kind of loyalty is extremely valuable, and they know that they may be able to generate it via <a href="https://www.forbes.com/councils/forbesagencycouncil/2024/02/16/how-brands-can-drive-emotional-engagement-with-customers/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">emotional engagement strategies</a>. If a savvy marketer can pull this off, then they may well have added significant lifetime value to every interaction the brand has with that customer moving forward.&nbsp;<h3>Measuring the Lifetime Value of Brand Loyalty</h3>Building brand loyalty among customers requires a significant investment of time, financial resources, and energy. One might reasonably wonder why a company would choose to invest so many resources into this particular goal. As it happens, there are a multitude of reasons why one might measure a customer’s lifetime value, including:<ul><li>The Connection Between Retention and Lifetime Value—There is a direct correlation between one’s success with retaining customers and the lifetime value of those customers. This is to say that the better that one gets at retaining customers, the higher the lifetime value of them will be. It is far less expensive and far more profitable for a company to retain a customer rather than try to go out and find a new one.&nbsp;</li><li>High Lifetime Value Increases the Odds of Word-of-Mouth Advertising—Word-of-mouth advertising is the most powerful form of advertising known on the planet. Customers who are excited about a product and tell their friends and family about it are offering free advertising. People want to hear about products that they may consider purchasing from those they already trust, and that is exactly what word-of-mouth advertising provides.&nbsp;</li><li>Higher Customer Satisfaction also Leads to Higher Lifetime Value—Another reason to keep one’s eye on the lifetime value of a given customer is that it directly translates to higher customer satisfaction. The most satisfied customers out there are the ones who are most likely to keep coming back and buying more products over time. Thus, the higher the lifetime value, the higher the customer satisfaction.</li></ul>﻿﻿﻿﻿﻿﻿<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/4d242265-ddf3-4d70-83ff-35e0dfcca6ce.png">These are all superb reasons to monitor one’s customers' lifetime value. Improving that lifetime value can add to the bountiful benefits mentioned above. <h3>How Can Companies Improve Brand Loyalty Today?</h3>You can now see the benefits of strong brand loyalty, but you may still be wondering how today’s companies can foster the kind of brand loyalty they seek. What steps can they take to cultivate it that will secure a lasting relationship with the customers they've managed to attract thus far?- &nbsp; &nbsp; &nbsp; Capturing attentionThink about the brands you prefer to use. What have their platforms offered you? How do they interact? What do you expect from them? What do users tend to seek while using different platforms, especially considering the level of variety in the digital sphere? What catches your attention on a platform, especially if there are several more or less identical platforms on the market offering you the same things—the same content or features?To answer such questions, we need to talk about the connection between the brand and the user. If users watch a film on this platform because it is exclusively available there, that is one case. But if the film is available on many platforms, what forces a viewer to choose this particular platform? If the user tries several similar workout apps, what makes them stick with one?- &nbsp; &nbsp; &nbsp; OnboardingPeople who use digital services are more or less digitally savvy. We don’t need a tutorial to find a game on a video platform or to find needed goods in an online store. We don’t need any help or advice on how to use apps... Or do we? Users won’t ask you for help; they will just go to the App Store if your app isn’t clear to them. FAQ is a good instrument, but it is better to postpone interaction until later. Make the experience of discovering your app and its features seamless. If the experience goes smoothly for users, they will come back. Show them what you have, what tools they can use, and say hi. If you are sure that your users are too busy to go through your onboarding, let them skip it—but don’t be too arrogant or ignorant to say at least a few greeting phrases.- &nbsp; &nbsp; &nbsp; Clear and comfortable UXYou can use JTBD or any other UX strategy, but in any case, your users have to feel good while using your app or website.- &nbsp; &nbsp; &nbsp; Embedded Live Social FeedsPerhaps you want to share your brand's social media feeds directly on your website. You can do so via a live social feed. In fact, this is often recommended as a great step in the right direction for keeping your customers up to date with the latest happenings within your company.- &nbsp; &nbsp; &nbsp; Community-building tools such as public and private chatsThe sense of community that can be built with these tools is linked directly to loyalty. If users feel like a part of something live, can discuss their experiences with soulmates, can become experts to share advice or opinions, or can share their thoughts with the brand directly (not just through a tech support ticket), it can be crucial and helpful for your users and your relationships with them.- &nbsp; &nbsp; &nbsp; Reliant supportIf your users face technical or other negative issues, they need to see that you care: you explain what happened, fix the problem, and do everything to avoid such issues in the future. If you build a strong brand and then just ignore users’ problems, it’s just a waste of money, time, and people’s trust.- &nbsp; &nbsp; &nbsp; Channels for feedback (and proof that you see and hear it!)&nbsp;These channels can and should be various. Brands that care about their image have to gather feedback from various channels. You can catch posts on TikTok, X, or LinkedIn and reply to them, showing that you care. You can see blog posts or YouTube reviews and be present in the comments. But you should also initiate the feedback flow, not just wait for it. Customer development interviews and focus groups help get early reactions to new content and features. Integrated community chats help a lot because they accumulate the average mood of your users and allow you to stay in constant touch with your audience. If users see that they are heard—not only when they are popular Instagram influencers but just as regular users—they will value it.These are some of the ways that many companies have integrated the use of existing social media accounts to enhance their image with the public. However, there are even more advanced approaches that you should consider as well. What if you could make your website itself a social hub where people gather? That is the latest brand loyalty technique being tested, and it is working extremely well for many different brands.<h3>Social Features for Brand Loyalty</h3>There are plenty of social features that can easily be integrated into virtually any platform to boost brand loyalty and the amount of time that visitors spend on the platform. Let’s see some of the features that can be considered.Public and Private Community ChatsPeople are truly seeking to be brought together. They are looking for a sense of community that is rapidly disappearing with the growth of competition in all digital spheres. When there was one social network, it was easier to find soulmates. However, via the use of tools such as community chat features, it might be possible to once again create the bonds of community, and it works perfectly because, in this case, people will be gathered based on their personal interests: they communicate here because they all watch the same game or follow tutorials of the same workout trainer.In-App Live Streaming—Influencers host their streams on Twitch, YouTube, and other relevant platforms. Sometimes, they tell their audiences about your brand and sometimes about your content. Also, while discussing content available on your platform, they may share it on the platforms of your competitors.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/31fdc86b-48ca-4ded-adf8-03a124ddeb22.jpg">Instead of this pattern, you can invite influencers and their entire audiences to your platform. In this case, you can expect that people will feel a sense of brand loyalty when they are offered the opportunity to interact with their favourite influencers directly on your platform. You can even build a habit for users to join your platform to watch this popular streamer instead of Twitch.AI Bots for Real-Time Interactions—Don’t forget to consider investing in AI bots to facilitate real-time conversations with website users. These bots can help answer some simple questions that the users might have, give recommendations for film or fitness platforms, and provide predictions for sports and gaming apps. AI participation is something users expect to see on digital platforms, and the integration of chats with added AI bots can meet users’ needs and connect them with hidden and needed information.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/2ee47261-ef88-44fa-ac95-7332ee9644ff.png"><h3>Brand Loyalty is Built Over Time: Begin the Process Today&nbsp;</h3>Building brand loyalty with any customer takes time. However, this process will never happen if you aren’t willing to take the necessary steps. That is why you should develop a strategy for obtaining the brand loyalty you crave and deserve from your customers.

Discover how building in-app fitness communities boosts retention and user engagement for workout apps. Learn from top industry examples.

Why do fitness and workout apps so crucially need in-app communities?

Any app has a big goal: to retain users. If your users try your app and never return, no other big goal will work. Each app has its own mission. For health apps, the mission is to help users stay active and healthy. If users don’t return after trying your app, your mission has failed, as have their goals of becoming healthy with your help.A study by Endeavour Partners reported that more than 70% of health app users stop using the app in two weeks or less. This shows that only a small percentage successfully build a habit with well-being apps, losing motivation and failing to achieve their goals. This is not the users’ fault—it’s a problem with the app’s development. However, it becomes the users' problem because if an app fails to engage them, they may lose interest in pursuing healthy habits altogether.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/3b25ad6b-dd49-4ec9-bdcd-33239319352f.png"><h3>The Motivation Gap: What Fitness Apps Lack</h3>Why does this happen? What discourages users, and what are fitness apps missing? The answer is often a lack of motivation and a sense of community.People who give up on health and sports apps need more than an internal drive to improve—they need external motivation. This is especially important for digital products that are easy to postpone or ignore.<h3>Hyper-Socialization: A Natural Fitness Trend</h3>Experts are now discussing hyper-socialization, similar to the hyper-personalization trend we discussed in<a href="https://watchers.io/post/main-trends-tech-communication-entertainment-2025" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);"> </a><a href="https://watchers.io/post/main-trends-tech-communication-entertainment-2025" rel="noopener noreferrer" target="_blank" style="background-color: transparent;">our recent article</a>. Hyper-socialization means that being part of a community is no longer a bonus—it’s a necessity.Users now want to socialize while gaming, cooking, trading, or watching football. Since the beginning, sports and training have been social activities, with gyms serving as places for communication, opinion-sharing, and showing off. You can make friends or rivals, admire local stars, or share tips on staying in shape.During the pandemic, many people switched to home workouts, and although this change offered time and cost savings, it didn’t eliminate the need for socialization. We still want to share our progress, ask for advice, receive support, and compare results. Hyper-socialization isn’t just a digital trend—it’s a natural human behaviour.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/bb37373d-d67a-4716-859f-3f8d4050c343.png"><h3>Fitness Communities: App Features that Drive Retention</h3>Let’s look at some features that help build in-app fitness communities, along with examples of apps that use them to drive retention and user satisfaction:Fitocracy transforms workouts into a social game, allowing members to track their progress, follow others’ progress, complete challenges, and earn badges. This basic gamification works because it motivates users to stay active, contributing to both personal growth and app engagement.ChallengeRunner leverages people’s competitive spirit by offering competitions and challenges. Users earn badges that increase their motivation and help them stick to their workout routines—and the app itself.Strava is a popular tracking and community platform for sports enthusiasts. It emphasizes community as a core feature, enabling users to share activities, comment on others' posts, and join group activities.Myzone awards points based on calorie burn to indicate progress. Users can also share their metrics and photos, creating a social ecosystem that aims to replace Facebook and Instagram fitness communities.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/83cfdcdf-dc04-430b-8864-23fbc2412174.png">Zwift showcases user stories about milestone achievements. Users can set goals, and the community can follow their progress. This inspires both achievers and others who haven’t yet set goals to get started.Peloton allows official trainers to host live classes, engage with users, provide feedback, and build influencer-style communities within the app.<h3>The Win-Win of Community Building in Fitness Apps</h3>Building a community within a fitness app is a win-win solution. The app benefits from improved retention, lifetime value (LTV), and other key metrics. Users gain motivation and encouragement, recognition from their peers, and the chance to become influencers themselves. They also receive the support they need to achieve their goals more easily and enjoyably—without relying solely on self-discipline.

You decided to add in-app chat and live-streaming. Now your turn to decide will you build or buy it?

Discover the pros and cons of building in-house vs. leveraging B2B SaaS platforms for features like chats, copy-betting, and in-app live streaming. Explore insights on resource optimization, strategic alignment, cost predictability, and timelines to 

Accumulated experience or lessons from mistakes: Buy or build social features for your platform?

Many companies face a critical dilemma when implementing new functionalities, such as chats, copy-betting, and in-app live streaming, alongside their core product. Should they build the solution in-house with their own team or leverage a specialized B2B SaaS platform?<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/1e3c48cf-0e60-4e96-a8d4-25a412ca96b7.jpg">There can be many potential advantages and disadvantages for both answers, and we discuss these two variants with many potential clients, so we decided to talk about this in more detail and offer guidance on making the right choice.<h2>Building a feature in-house</h2>Companies that lean towards building in-house see the following reasons.<ul><li>Resource optimisation</li></ul>Companies may believe they can distribute costs across existing team members without significantly increasing overhead.<ul><li>Strategic alignment</li></ul>Building in-house ensures the solution aligns closely with the company’s vision and strategy, avoiding “not quite right” products from the market. People who build in-house perfectly know and understand the needs and peculiarities of the company and can build something unique and fit for their specific product.<ul><li>Developing internal expertise</li></ul>Creating the product internally can gradually build valuable expertise within the team, so its members can support and maintain this service, not only building it but keeping it in its initial state.<ul><li>Control</li></ul>Relying on in-house resources eliminates external risks like vendor market exit, ownership changes, or pricing shifts. Also, they know everything happening with the feature perfectly: all crushes and all good feedback. Complete control is usually the main reason (perhaps after finances) for building the solution in-house.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/9eec4e31-c250-4285-8b3a-5434f3bf3c45.jpg"><h3>Reality check✅</h3>While the idea of the building seems appealing for control and alignment, the reality often unveils hidden challenges.Despite these arguments, building in-house comes with significant challenges.Specific expertise cannot be replacedWithout a dedicated team, the product often remains at the MVP stage and fails to deliver meaningful results.Risk of dilutionFocusing on secondary products can detract from the core offering, stretching resources thin or the opposite—your team always have more prior tasks, and the feature will be underdeveloped.Unpredictable outcomesExperimenting with new features involves a lengthy trial-and-error process, which consumes time and budget without guaranteeing success. Because this feature is new to you, you will face many unexpected problems.Escalating costsInitial development costs can balloon as the product requires continuous improvements to stay relevant.Delayed ROIEven in an optimistic scenario, a functional MVP takes more than half a year to complete, and tangible results may only appear after extensive testing and iteration, which often lasts well over a year.<h2>Buying SaaS</h2>Using a specialized B2B SaaS platform offers a range of benefits.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/3243cdff-cb4f-4e8f-b5dc-a545a9a3bcaf.jpg">Access to the most relevant teamSaaS solutions are built and maintained by dedicated teams with deep expertise, often at a cost lower than assembling an in-house team.Leveraging сollective wisdomSaaS platforms incorporate feedback and best practices from numerous clients, ensuring a more refined and effective product from the start. So, you don’t need to learn from your mistakes: use accumulated experience.Cost PredictabilitySaaS comes with clear, manageable pricing structures, reducing financial uncertainty.Faster ResultsWith no lengthy development phase, SaaS users can implement a new feature in days and see measurable outcomes within weeks, not months or years.Flexibility to transitionIt’s possible to start with SaaS to test the waters and later switch to building in-house if the solution makes sense for your business.<h3>Reality check✅</h3>Different SaaS companies offer various business models and communication schemes. Thus, disadvantages can vary, from implementation difficulties to a lack of flexibility: not all details and wishes can be released, and not all improvements appear as soon as desired.<h2>As a result</h2>The choice between building in-house or buying a SaaS solution depends on your company’s priorities, resources, and timeline. Building offers control and alignment but often at the cost of time, focus, and escalating expenses. SaaS, on the other hand, provides a faster, more efficient path to results with access to expert insights and proven solutions. For most companies, starting with SaaS is a pragmatic approach, enabling rapid implementation and cost-effective scaling while leaving the door open for future in-house development if needed. However, you need to have a checklist with questions and choose a SaaS company that meets your needs perfectly and offers you the solution and features that you and your end-users will be happy to try.

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