Sina Fans Promotion Strategy, a must-learn for App operation and promotion personnel!

Someone told me that Sina Weibo’s scale is not up to par now. The official answer is that the daily active users of Fanstong are about 60 million, and the daily active users of Guangdiantong are 360 ​​million. This is the number officially reported to the outside world. I personally think there is some water in it, but the scale is more than enough for most apps nowadays. The scale of more than 10 million daily active users is more spectacular than that of certain markets.

1. The difference between Fanstong (Sina) and Guangdiantong (Tencent)

2. Display forms of Fanstong and Guangdiantong

Fantong is displayed in the form of blog posts

Guangdiantong is displayed in the form of pictures

QQ space information flow

Mobile Alliance

WeChat

The user ratio of FansTong and GuangDianTong

Someone told me that Sina Weibo’s scale is not up to par now. The official answer is that the daily active users of Fanstong are about 60 million, and the daily active users of Guangdiantong are 360 ​​million. This is the number officially reported to the outside world.

I personally think there is some water in it, but the scale is more than enough for most apps nowadays. The scale of more than 10 million daily active users is more spectacular than that of certain markets.

Sina official data

Sina internal screenshot

Actual Weibo data (internal data)

The Fanstong information flow blog receives 120 million views every day, with an average of 4.8 views per person. It is estimated that Weibo currently has more than 25 million daily active users.

The official announcement of 6000w is actually only 2500w

I hope the people at Sina won't hate me after this data comes out = =

Tencent's traffic data was not obtained because they said it would affect their stock price.

It does have an impact, but it is an indisputable fact that Tencent has a large amount of traffic

The delivery effect of Fanstong and Guangdiantong

What everyone is most concerned about is the activation cost. Let me talk about the activation cost. I've done a lot of things that we do best in social and e-commerce products, and generally the cost control is stable.

Fanstong First of all, let me talk about social networking. Before August this year, a social networking app came to us for advertising. At that time, it was promoted on IOS. It promoted blog posts + links. During the test period, the daily IOS activation cost was 60 cents. Yes, it was the IOS activation cost. At that time, I really thought that this cost was really good, so I took on a few more social networking apps later. With the participation of a large number of advertisers, the activation cost has risen from a few cents to more than 1 yuan and now it is about 3 yuan.

Fans Pass Data

Guangdiantong Data

PS Glossary:

(CPM: Billing is based on the number of times a Weibo post is exposed in the user's information flow. Minimum investment amount: CPM base price is 5 yuan/1,000 exposures, and the minimum increment unit is 0.1 yuan.

CPE: Billing is based on effective interactions on Weibo in the user's information flow (interactions include: forwarding, clicking on links, following, collecting, and liking). Minimum investment amount: CPE base price 0.5 yuan/time, minimum price increase unit 0.01 yuan. ）

Weibo's backend is relatively simple (but you can vote for the fans of your competitor's Weibo), Guangdiantong's backend has many options (basically select all, not as accurate as Weibo)

This is the ranking effect I brought to the social app in August with the volume I brought in one day. From 800 in the IOS overall ranking to more than 100, the number of real users in one day (the horizontal axis refers to the time, and the vertical axis refers to the overall ranking. If you want to check, you can check the application radar at http://ann9.com/)

Of course, this proportion is very small, not all products can be rushed up

I can't say which product.

But the investment was made by my operation

Also, because Fans Pass is like Taobao Express and you can see the backend yourself, you don’t have to worry about fake users inflating the number of views.

Fanstong Android and IOS delivery effect

Some people may be curious that since the effect of IOS promotion is so good, will Android be even better?

In fact, it is sometimes more difficult to control costs on Android, because IOS downloads jump directly to the app store, and users will feel more at ease downloading from the Apple Store.

There are many Android markets, but not all users will necessarily jump to 360 or App Store, so we have to make a landing page. If the Android landing page has no credibility, the conversion rate will be low, so the landing page must be thoughtful and creative enough, so that the activation cost can be lower than that of IOS. It depends on the product, and requires CP to cooperate in continuous exploration and experimentation.

Guangdiantong is also very effective in promoting e-commerce, especially for women. The volume is large, and the retention and quality are a little behind those of Fenstong. However, considering the overall average order value (that is, payment by a single user), I recommend that e-commerce students give it a try. Using Fenstong and Guangdiantong together can become a channel with considerable prospects.

In general, compared with Guangdiantong and other image ads, Fanstong is: more accurate (can accurately target real fans of a Weibo account); richer (can click to follow, forward, and click URLs); more flexible (full-screen push ads on mobile devices); and has a larger Guangdian volume.

I remember that I brought less than 10,000 activations that day.

This is it

Apple's algorithm keeps changing

So there is no fixed time when it will rush up

FansTong Success Case: Gift Talk

With the help of Weibo Fanstong and @厉害原谅, Liwushuo has 100,000 daily active users. In November 2014, the transaction volume reached 5 million yuan. Sequoia decided to invest another 3 million US dollars.

Everything I said before was good.

Not all of them are successful.

The effect of the work I did for a news project was not good.

I was particularly upset at that time.

Communicate with operations every day

At that time, I thought the cost would definitely be 8 yuan per activation and it couldn’t be reduced any further.

But now the cost has come down.

Are there any products that are not suitable for Fantong?

The conclusion we came to later was that in fact most products are suitable

It depends on how you push it.

It is true that many apps started out by relying on the Fans Tong channel. Initially, they basically only used the Fans Tong channel. The e-commerce app Maikefeng definitely started out by relying on the Fans Tong channel, spending 4 million yuan on it.

This is Mike's crazy

Represents their half-year results

Friends in the group asked me how to promote the game

The cost of the game is relatively high

Basically, it costs more than ten yuan to activate

All burning incense

Good recommendation for fun

And it's very good

But Weibo doesn't allow you to post

Lottery is currently not cheap

There is a product being tested

It has dropped from dozens to around 10 yuan and is still being optimized.

E-commerce social networking is the most suitable

Medical Weibo is not allowed to post

You can try the funny ones because I remember that the activation was within IOS 4 blocks when it was pushed before.

The best travel products are more than 3 yuan. The previous product is

The product is very famous