For years, mobile marketers and app developers wrestled with a familiar question: Should we build a community? For many, the answer was no. The assumed trade-off between value and effort made it easier to default to third-party platforms like Facebook or Discord. But as Kenzie Wilson, Growth Marketer at Stream, explains in this App Talk conversation, that mindset is rapidly shifting—and for good reason.
“Community isn’t just a feature anymore—it’s a strategy,” she says. “And more importantly, it’s a growth channel.”
At App Promotion Summit London, Wilson broke down how Stream helps apps in every vertical—from social to SaaS—scale user engagement, increase retention, and unlock new business insights through real-time communication. With modular APIs and AI-powered moderation, Stream offers a flexible approach to building communities that meet users where they are—while giving developers the control they need.
From isolated users to thriving communities
For decades, the dominant model in mobile was transactional. Apps were built around utility—users came in, completed a task, and left. But habits are changing. The most successful apps today are social by design, integrating communication not just as an add-on, but as a core component of the experience.
Wilson points to Strava as a prime example. “It started as a basic running tracker,” she explains. “Now it’s a full-blown social network. People post workouts, share encouragement, chat one-to-one—and some even use it as a dating app.”
The shift isn’t limited to fitness. Across industries, users increasingly expect to connect, not just consume. The challenge is getting them to do it inside your app, rather than off-platform. And that’s where Stream steps in.
Building communities: Stream’s approach
Source: App Promotion Summit
Retrofit-ready: Adding chat to existing apps
One of the misconceptions Wilson tackles is that community features only make sense early in an app’s lifecycle. In reality, many of Stream’s clients already have significant traction—with millions of monthly active users—before they decide to implement chat, feeds, or video.
“Sometimes they just realize: ‘We’ve built the audience, but we don’t have a way for them to talk to each other,’” Wilson says.
With Stream’s APIs, teams can go from zero to proof-of-concept in days. Features can be launched in select markets first, or layered into preexisting apps with minimal disruption. According to Wilson, the key is introducing community elements in a way that feels intuitive and organic to the user journey—whether it’s a simple group chat or a feed-based content loop.
Safety isn’t optional—it’s foundational
As more apps take on community features, the question of how to build them responsibly becomes central. “It’s more than just giving users a place to talk,” Wilson emphasizes. “It’s about creating an environment that’s trustworthy, moderated, and reflective of your brand.”
Stream supports this with AI-powered moderation tools that can be fine-tuned to each app’s needs. In edtech, for example, developers may want stricter filters to protect minors. In gaming or fitness, moderation can be more relaxed to allow for playful banter.
“You’re not just building a chatroom,” Wilson adds. “You’re entering into a contract with your community. You need to know what’s being said, make sure it aligns with your brand, and ensure users feel safe.”
Stream’s dashboard allows teams to configure moderation policies based on risk levels, keyword types, and even regional compliance standards. This makes it possible to customize community experiences for very different industries without maintaining separate tech stacks.
Engagement, yes—but also insight
While most companies adopt Stream for its impact on engagement, the benefits extend beyond time-in-app or daily active usage. “We’ve had clients tell us that just watching chat gave them new insight into what users actually love about their app,” Wilson says.
In one example, a gaming company noticed players constantly referencing a particular feature in their chats—something the team hadn’t prioritized in product roadmaps. That kind of unsolicited, organic feedback would have been easy to miss with traditional surveys or analytics tools.
In Wilson’s view, this is where community proves its real worth: not just in boosting numbers, but in deepening understanding. “When users talk, you learn,” she says. “You see patterns. You see gaps. And you build better.”
One API, many use cases
Part of what makes Stream unique is the range of industries it supports. While some clients come in looking to increase engagement—such as social apps or fitness platforms—others prioritize efficiency or compliance.
Take HR tech, for instance. Wilson describes how some companies are now building internal Slack-like tools using Stream’s APIs. The benefit? More control over communication, security, and data ownership. Similarly, a major airline uses Stream to enable communication between pilots and ground crew with preloaded message templates for repeat instructions—saving time and reducing errors.
“We’ve had to learn how to speak a lot of languages,” she laughs. “Not literally—but we adapt how we position Stream depending on the industry’s goals. For social apps, it’s engagement. For healthcare, it’s low latency and HIPAA compliance. For enterprise, it might be data sovereignty.”
Trends shaping in-app communication
As community features become the norm, the real question becomes: what’s next? According to Wilson, three trends are shaping the future of in-app communication:
Live + chat experiences
“It’s not just about livestreaming anymore. It’s about participation,” she says. Stream is seeing increased demand for video chat that’s layered with audience interaction—comments, GIFs, tipping, and more.
Audio-first formats
Particularly in gaming, where hands are busy, real-time voice channels are replacing traditional text-based communication. Audio rooms provide connection without distraction.
Feeds as social glue
Inspired by platforms like TikTok and Instagram, Stream’s feed API enables developers to create personalized timelines around specific topics or achievements—such as completed workouts, recipes, or milestones. These feeds become the connective tissue of community, helping users discover and engage beyond direct chat.
Product-led growth meets communication infrastructure
Wilson makes it clear: Stream isn’t just selling chat. It’s building infrastructure for modern product-led growth. As more apps adopt video, live events, and niche social features, Stream is investing heavily in support for real-time video and expanding its AI moderation capabilities.
The goal, she says, is to become a one-stop shop for real-time communication—where developers can mix and match chat, feeds, voice, and video in whatever way fits their users.
“In the end, every app is a community. Whether it’s five users or five million, they’re coming back for connection. We just help you bring that connection in-house—so it’s yours to shape, grow, and protect.”
