Two shortcuts for APP social marketing, have you used them?

There is no doubt that the protagonist of the mobile Internet era is App, and the protagonists in App are social networking and information. Relying on social media and information to carry out marketing is an important issue in App promotion. Today, I will analyze the two major tools of App social marketing: H5 mini games and crowdsourcing social advertising, and their key points.

1. H5 mini games: practical/emotional resonance/fun/self-interest/altruism/interaction/show off

1. Practical and useful information

What is practical dry goods? Open your favorites and take a look through them, and you will understand the meaning of the term "dry goods". Even H5 mini-games have the opportunity to take advantage of this: a tire manufacturer once launched a tire changing expert mini-game, through which users can experience the fun of loading and unloading tires and master tire changing skills in the game.

People who need tire changing skills = decision makers for purchasing tires. The significance of this practical game is obviously not only to teach people how to "change tires", but also to deeply embed the brand into the game.

"Practical" does not just stop at "dry goods", but is also more tool- oriented and can be better integrated with activities within the App: Starbucks once launched an Early Bird. The beauty of this App is that it can not only set a time to remind you to get up, but also record your clicks on the wake-up button. Next - if the user can walk into any Starbucks store within an hour and verify this App, he can buy a cup of coffee at a discount.

2. Emotional resonance

The most forwarded content on Weibo are nothing more than jokes, anecdotes, and touching stories. The CCTV H5 titled “A harmonious family brings prosperity” was able to go viral in the circle of friends because it relied on several scenes telling stories about family and kinship, and successfully aroused emotional resonance among netizens on the eve of the Spring Festival. This H5 has also become a popular sharing platform for netizens to express their true feelings.

3. Fun and creativity: good ideas can interact

If an H5 wants to make people feel bright and unforgettable, it must be inseparable from its logic and creativity. H5s such as "Tiny Times' Circle of Friends", "News about Kris Wu joining the army", and "Didi Taxi Red Packets" have all relied on virtual interaction to create an explosive spread.

Behind these successful cases is the planners' in-depth control over users and close communication with engineers. Coincidentally, Toyota once launched a parent-child interactive mobile app which was even more popular: children sitting in the back seat can drive with their parents in the front seat by holding an iPhone. As long as the GPS function of the mobile phone is turned on, children (5-12 years old) can follow the actual speed of the car and feel every turn of the road. The mileage of each journey will be recorded on the map, and finally connected to Twitter to share with friends.

4. Self-interest or altruism

After Didi Chuxing started a red envelope craze, the most shared type of content on social software must be "red envelopes". The logic of "share first, then I'll give you a red envelope" was adjusted to "I'll give you a red envelope, but you have to share it before you can open it" and was accepted by more users. The message “Forward to get a prize, but you must come to my app to fill in the delivery address” also brought the first batch of users to some smart apps.

5. Competitive scoring

People are more likely to share things that they have spent time on and that make them stand out. If an H5 contains an interesting ending system, it can obviously be spread more effectively.

2. Sharing Crowdsourcing: Value Transfer/Interest Points Related to Products/Labeling/Data

No matter how sophisticated the social marketing planning of an app is, it is ultimately subject to the quality and willingness of the first batch of disseminators. As a result, a reward-based crowdsourcing advertising platform emerged in China. By winning over a group of users who have more say and are more active in life to spread information, it is possible to use more efficient communication tools to spread product information from the very beginning. Currently, the more common marketing platforms in China include the "micro-task" model that brings together grassroots Weibo accounts, as well as the "Friends Make Money, Share and Earn" model that brings together ordinary users.

When using such platforms to publish and disseminate information, it is also necessary to find the key points of user sharing. In addition, we need to pay more attention to whether the path for the shared content to be spread again is smooth.

1. Value delivery of App

When using such platforms for communication, it is important to fully convey the value of the App. Use the page to show the charm of the App as soon as possible. White Rabbit once launched a candy-themed connect-the-dots game, and its bargaining campaign, which once swept WeChat groups, was centered around its own products.

2. User interests are related to the product

For example: When a user sees an introduction content of an APP shared by a friend from Youqian in the circle of friends, the prompt "Continue to share this content to win our VIP for you and your friends" is obviously easier to win high-quality post-dissemination process for himself than other reward content.

3. Labeling and data-based delivery

When using this type of crowdsourcing advertising platform for communication, you can track and record the corresponding conversion data so that you can continuously adjust your delivery content, delivery price, and even delivery time. In this regard, the concept of continuously optimizing advertising materials is consistent with advertising in any media, except that here, the display channel has changed from "enterprise" to "user".

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This article was compiled and published by (APP Top Promotion) by @羊八妹. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!