Product Case: How to use social apps for couples?

Social networking for couples has never been favored. The basic logic is that the users’ interaction objects are single, and it is impossible to generate continuous feedback and incentives for users, resulting in weak user stickiness. Most young couples install couple social apps on a whim, but when the novelty wears off, they gradually forget about them.

That's not entirely true. The basic needs of couples for socializing: communication, record-keeping and interaction. There are thousands of couples in the world, and the forms of interaction between couples are also unique. If you can find couples who are "compatible" with you, you will naturally win their hearts. Based on several types of couple interactions, let’s take a look at the design features and business models of several existing couple social apps at home and abroad.

Function-oriented rationalists

For a couple whose schedules are always full, a functional couple social app that can bring them quality interactions is the best choice. Pair, formerly supported by YC, acquired the British couple social app Cupple, which was later renamed Couple, a couple social app that is most suitable for such couples.

Unlike almost all couple social applications in China that are in girly pink, Couple's overall interface is simple gray and white. Couple meets the three most basic needs of couples in the most straightforward way: communication, recording and interaction. First of all, it is the sharing and communication of information such as text, pictures, and videos similar to other social software. Second, there are memoranda based on the couple’s intimate relationship and shared memories. Calendar records the couple's anniversaries, birthdays, and pre-planned dates in a timeline format. List records some tips and reminders that you hope both parties will remember in the form of events or things. Maybe after looking at the first two functions, you will think that this is a chat tool with a memo function. But even the most rational couples need sweet interactions. Therefore, the designs of functions such as "finger kiss" and "collaborative graffiti" in Couple are used to satisfy intimate interactions between couples.

Couple apps such as Couple create a purely private space for two people, meeting basic communication and recording functions, with simple interaction. This is exactly the type of user interaction that is single and lacks feedback and continuous motivation. However, Couple has a certain number of users around the world, and user stickiness is not low. Because it may just meet the needs of those "rational" couples who focus on functionality but are afraid of trouble.

The nagging group that loves to show off their affection on social media

For teenage love type couples who are keen on eating, playing and shopping, a couple social app that can integrate communication, interaction, shopping, socializing and showing affection may be the best choice.

Most of the couple social apps in China follow this approach. This can be seen from the fact that love is mentioned in the name of the app, such as "Little Love" and "Micro Love", to the design interface that uses pink as the main color. First of all, the basic communication, exchange and interaction functions of couple social networking are indispensable, and a couple-only mode has been added. Judging from the names of the functions, the photo album is called "Private Photo Album", the memo is called "Diary", and the schedule is called "Anniversary". At the same time, functions such as women’s menstrual period recording, couples’ exclusive alarm clock wake-up and distance measurement have been added.

But unlike Cupple, which only focuses on creating a private space for couples, couple apps like "Xiao Enai" have added social elements. For many couples who love to show their affection, "love is sharing, love is expressing, and love should be known to the whole world." There are two types of social interaction: one is in the sense of public space. Either the user takes the initiative to initiate a topic, or the operator of the couple social networking service starts the topic. Various dates between couples are presented in the form of showing off food, gifts, travels, and sweet words. The other type is a privately created "couple space" where you can receive messages and blessings from other users.

Adding a social circle to a couple app seems to increase user stickiness: users' interaction forms are no longer single and they can get certain feedback. However, the truly valuable and sticky community lies in the quality of interaction between users. At present, the communities developed in China based on couples' social apps are still in the stage of "a mixed bag" and "good and bad mixed together". The ways in which young boys and girls in second-tier cities who fall in love early, young men and women of marriageable age in small towns, and literary men and women in big cities show their affection may be very different, and the love topics they pay attention to also vary greatly. There may also be "lookdown on each other" between different small groups. When some users find that the "writing style" or "painting style" in their social circle is wrong, they may "escape" from the app. Therefore, compared with couple applications that only focus on creating a private space for two people, applications that expand social functions involve certain risks. How to create a high-quality couple community is a science. It is definitely not as simple as starting topics and posting pictures.

In addition to social networking, some couple apps have also added e-commerce elements, focusing on flash sales of couple gifts. The same problem as building a social circle is how to meet the diverse user needs. Should we do high-end customization like "The Beast" or high-quality and low-priced products like Taobao? If we do both, we need to accurately segment users; if we only do one, we may face the loss of other types of users.

Long distance relationships seeking continuous motivation

Long-distance couples need more constant encouragement, expressions of love, and presence. What couple apps focusing on this type need to solve is how to make lovers who are separated by long distance still feel each other's presence. A scenario-based + role-playing mobile game app sounds like a good choice. Domestic apps like "Miss You" follow this route.

Play the roles of host and hostess and build a "home" together in the virtual space. The basic functions of a couple social app: communication, recording and interaction, integrated into game tasks. Feed the cat together, go to the furniture mall to decorate the house, go to the mall to choose clothes for each other, eat and sleep on time, play games together, etc. A series of offline scenes of couples were moved online.

Game-type apps need to ensure that users are continuously motivated: setting different levels, unlocking different scenes, providing occasional surprises and a variety of scene choices. At present, the design of this type of application in China is still relatively simple, and there is still a lot of room for expansion. On the one hand, we focus on game development to attract couples through the completeness and fun of the game itself; on the other hand, we integrate the O2O/e-commerce model according to the game settings.

If you want to socialize with couples, first find couples who are "compatible" with you.

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