How Widgets Took Over the Home Screen

From Locket to Duolingo, widgets quickly became one of iOS’s most underrated growth levers. Find out how.

We’re talking about apps with millions of active users, generating insane monthly revenues, dominating the charts, and doing it all by leveraging one simple feature: Widgets.

No feed. No scroll. Just one glance. Widgets feel native.

And it’s a growth lever, across the full funnel:

• Acquisition: A visual differentiator in both ASO and paid UA flows.

• Engagement: Glance → tap → repeat = habit loop.

• Retention: Keeps you top of mind, without pushy notifications.

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Gen-Z Social Apps Doing It Right

From Locket Widget to Widgetable, we’re seeing more and more Social Apps for Gen-Z ranking in the top charts with one clear common point: they don’t live inside the app, they live on your Home Screen.

Locket Widget might be the breakout hit, but it’s far from the only one. Apps like LiveIn, NoteIt, Howbout, or Widgetable let users send selfies, notes, or messages directly to friends’ widgets, no app open required.

The result is clear: more intimacy, more engagement, more installs.

Widgets are a new form of social interaction.

The Apps A Bit Late to the Party

Let’s take BeReal. The app should be dominating the widget space. Their mission is all about authenticity, low effort, and minimal engagement. Their audience is young, engaged.

“We don’t want people to scroll endlessly. We want them to check in with their people and go live their best life.”

— Ben Moore, BeReal Managing Director (via Morning Brew)

So where’s the widget?

There’s a basic one: a “Time to BeReal” prompt. But it’s not surfaced in ASO. No screenshots. No mention in description. It’s a massive missed opportunity.

Same goes for Snapchat. They offer Snapcode and Memories widgets. However, they don’t make it a moment. It’s hidden & unoptimized. And definitely not promoted in their App Store presence.

Widgets beyond Social: Travel, Crypto, Fitness, Education

Widgets aren’t just for Gen Z social apps. Here are great examples of apps using them smartly:

🌌 Co–Star: Daily horoscope → delivered as a one-liner, every morning.

🧭 Citymapper: Small version “Get Me Home” → 1-tap route generation.

🟢 Duolingo: Shows your streak, reinforces habit, drives engagement with fun creatives.

🪙 Coinbase: live watchlist of crypto prices, top crypto available at a glance, no tap required.

🏃‍♂️ Nike Run Club: 7x widgets to chose from: last run stats, charts, level…

✅ Habit Tracker: Daily habit & customisable grid to visualize streaks instantly.

Growth Strategies around Widgets

Most of the time, you just need to make the best part of your app easier to see and to use. That’s where widgets shine.

• What’s the main ritual or habit in my app?

• Could that be simplified into a widget?

• Are competitors using one?

  • If not: launch.

  • If yes: make yours better.

Widgets are more than UI components. They’re entry points, growth triggers. And for some apps, they are the product. Widgets are now full-funnel growth lever.

Promote the Widget, even if it’s not the core product

Here’s how to think about them strategically.

App Store Acquisition:

• Tailor your screenshots and messaging to show the widget in action. Not just a mockup but also in context, on a real home screen.

• Mention it clearly in your description. Most apps don’t. That’s a miss.

• On Apple Ads, the keyword “widget” is high volume (US, UK, globally), and surprisingly low competition. It’s a massive opportunity.

• Run CPPs to highlight the widget experience.

  

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Beyond the store:

• Add a widget prompt in onboarding: Right after signup: “Want to keep [X] on your homescreen?” and show a quick tutorial on how-to do it! It’s optional. But it increases activation and surfaces utility on day one.

• Frame the widget as a free ‘lite’ version: In freemium apps, widgets are a great way to deliver ongoing value, without requiring login or premium. They might become the reason users stay.

• Show social proof: Drop screenshots of users using the widget in UGC, reviews, testimonials. Normalize it. “My favorite part of the app is the widget.”

You don’t need 10 new features. Sometimes you just need to make the best one… easier to use. And putting it on the Home Screen is one way to do that.