The Expresser App Is Transforming Texting, Turning Memes Into A New Breed Of Emojis

This story was originally published on Forbes.com 

If you’re under the age of 35, battling with an even moderate addiction to your mobile device, it’s safe to assume you’ve indulged in emojis. Tapping these tiny symbols empowers people to express EXPR +0.00% their sincere, and sometimes layered, emotions without uttering a word or sharing any body language. Regardless of your tone, sense of humor, or typical style of texting, there’s an icon for everybody. For a text-driven generation fueled by quick and casual communication, emoji’s offer a fun alternative to small talk, or in-the-moment messages. Yet, with the rapid emergence of viral memes, as video’s like Drake’s “Hotline Bling”and “Why You Always Lying” perfectly personify, there’s space for a mobile app that merges the best of both worlds. The Expresser App has managed to do just that.

Allowing texters to instantly insert pictures into their messages and create custom stickers, or “expressers”, the Expresser app enhances mobile communication amongst millenials by integrating humorous pictures of prominent figures in pop culture, also including short notes explaining the origin of each expresser. The free app is available to download for both iOS and Android, with users able to import their own photos to create custom expressers through a $6.99 in-app purchase. From President Obama, Kevin Hart, and Denzel Washington, to Jimmy Fallon, Leonardo Dicaprio and Carmelo Anthony – the keyboard features hilarious images of stars reflecting all aspects of the culture.

Through word of mouth and social media, the Expresser app generated more than 300,000 downloads during its open Beta phase. Since officially launching in February of 2015, the app has tallied more than one million downloads, in addition to averaging thousands of new users daily. Ranking #5 on the list of top 200 apps to download for over 200 days, Expresser has trended over 15 times at No. 1, while also holding tight to a strong 4.5 out of 5 rating in the Apple AAPL +0.00% App Store. More impressively is averaging thousands of in-app purchases per month. “We’re competing with the heavyweights,” says Co-Founder Haig Jean. “Most people are surprised and inspired by how we’ve been able to organically grow our brand.”

Graduating a year apart from the New Jersey Institute of Technologywith Engineering degrees, Newark natives Ricky Isibor and Haig Jean finished school and later became members of the Black Engineering Technology Alumni Association, where their concept and business relationship really took shape. Passing on the traditional path of committing to a comfortable 9-5 career, they instead joined forces to focus on building something they believed was needed for today’s generation. Between 2006-2007, when college graduates were still swimming against the tides of the recession, climbing the corporate ladder no longer carried the same appeal, nor sense of stability. So, following their instincts and shared inspiration, Isibor and Jean noticed a void and moved forward. “We noticed people were starting to share images from the Internet in their mobile messages – but we felt people were limited and couldn’t get their point across,” said Jean. “From searching Google GOOGL +0.92%, saving the image, then sharing it in your text message – the process was too elongated.”

As their vision expanded, so did the platform.With the massive movement of social memes third-party keyboards continue growing as digital trends, both founders insist their mobile app will only prosper more as the market evolves. “We’ve proven to be a brand and app that will last, because we allow people to discover and express moments,” said Isibor. “We created this for the benefit of the public, and have been getting more and more direct requests from the public for our app.” Both founders intentionally bootstrapped the cost of building and launching the app, steering away from offering ownership, or a substantial equity stake in the company. Isibor and Jean are locked into their vision, and credit the new spirit of tech and entrepreneurship arising in Newark as part of the motivation that keeps them focused. “Newark is truly looking to be an epicenter of tech,” said Isibor. “We both went to college and grew up in the inner-city, and the culture here supports us and our movement.”

Some of their most notable and outspoken supporters include music stars like DJ Khaled and Chris Brown, NBA player Nate Robinson, and comedian King Keraun – all of whom have shared custom expressers on their individual social media channels. Both founders say this trend is a transition into the much bigger goal. “Our ultimate goal is to be native on social platforms,” Isibor stated. “The way emoji’s are used on apps like Twitter TWTR -2.08%, Instagram and Snapchat – we want to be embedded into those platforms as a primary option.”

The next steps for the Expresser app are establishing strategic partnerships with brands and record labels looking to create unique mobile experiences across platforms. The app will remain free to download, while the duo sets their sites on developing versions for Facebook FB +1.83% Messenger and the Apple Watch. Based on their progress and path to this point, the future looks very promising. “Never give up on your dreams, and put one hundred percent into everything that you do,” Jean stated. “Some people may not be on the same page and you’ll get push back – but keep going.”

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