Social imaging app Frontback is closing, after its team and investors “realised that we couldn’t reach the critical numbers that would make Frontback a sustainable social network”.

The idea of the app was to combine a photo taken with the main camera with a second from the front, to “capture a photo of you and what you see”.

While the user base has grown to two million in two years, the company acknowledged that “for most new of the new members it takes too much time and effort to understand why Frontback is different, resulting in an infrequent use of our product”.

According to Business Insider, $4 million was raised to support Frontback, and acquisition interest from Twitter was snubbed due to the momentum the company had at the time (although it was also said that no formal bid was made).

The service will wind down on 15 August, with users able to export photos until 15 September. During the transition, Frontback for iOS will be updated as a camera app without social interactions or feeds, and Frontback for Android will be removed from Google Play.

The company behind Frontback will also live on, with the founders thanking backers for “their support with this thoughtful decision to experiment with new ideas”.