A complete analysis of social media methods for App operation and promotion!

In the era of mobile Internet, traffic is king. In the process of App acquiring traffic, those with money will invest in advertising, and those without money will build channels. But no matter whether you have money or not, social platforms are the traffic positions that must be focused on.

After all, as of the end of 2018, the combined monthly active account numbers of WeChat and WeChat increased to approximately 1.098 billion, the overall monthly active account numbers of QQ increased to 807 million, and the monthly active users of Weibo reached 465 million. The huge traffic dividends of social platforms are enough to give birth to unicorns such as Pinduoduo and Luckin Coffee.

In order to obtain traffic from social platforms, most apps will design corresponding fission gameplay and social platform sharing functions, because this is not only the most effective way to distribute content, but also a low-cost method to attract new users and promote activation.

1. App social sharing forms

The book "Social Dividend" believes that: Social dividend (benefits) = information ✖ link ✖ interaction . It can be considered that the components of social are content, relationship, and interaction, among which social relationship is the core.

There needs to be a basic form of sharing so that the various gameplay and interactive logic of the App’s social relationships can be established. Let’s first take a look at the mainstream forms of social sharing on apps, mainly analyzing the sharing forms on WeChat.

1. Text sharing

Taobao and Tmall can only be spread in WeChat in the form of passwords. Users need to copy the text and open it in the App to enter the relevant product page. This method is intended to bypass WeChat's blocking mechanism and to achieve hierarchical relationship binding between the inviter and the invitee. However, last year WeChat began to ban the external links of password codes and identification codes in Moments. Therefore, the sharing of password codes is subject to certain restrictions. Instead, they can be spread in Moments by using image QR codes.

2. Invitation code sharing

This is a lighter form of sharing, which mainly uses text information as the sharing medium. Users who usually "copy" and "paste" will use this form. In terms of presentation:

• NetEase Planet comes with a copywriting description, invitation code and App download link, similar to text password sharing
• What's Worth Buying is simple and straightforward, allowing invitees to directly copy the invitation code information, but the inviter still needs to explain the purpose of the invitation code to the invitee.
• Alipay's search code and invitation code are essentially the same, but Alipay's sharing number is clickable. Users can click on the blue number to copy it directly.

3. Web link sharing

This is the most common form of sharing. In fact, most web page sharing uses H5 landing pages as a carrier, but the display form is different. This method is the most direct and comprehensive way to carry information. H5 web link sharing can optimize the user experience through the Deep Link technology of the third-party openinstall, allowing users to click on the sharing page on the social platform to directly open the App and enter the scene page, shortening the traffic conversion path.

From the perspective of the sharing operation process, whether filling in the invitation code or the mobile phone number in the web link, in addition to identifying the invitation relationship between both parties, the operation cost brought to the user will be relatively high. Using openinstall's invitation code-free function, the invitee can click on the sharing page, download the App and register to automatically complete the hierarchical relationship binding. There is no need to fill in the invitation code or register mobile phone numbers, email addresses and other information on the sharing page to track the invitation sharing relationship. In theory, this solution can shorten the sharing process to a minimum and maximize the invitation efficiency.

4. Photo Sharing

In the era of picture reading, the benefits of sharing pictures are often not too bad. In addition to maintaining the integrity of visual information and eye-catching design, elements such as QR code links, App names, Solgan, and LOGO can also be embedded. In essence, the QR code format is just an extension of the H5 page, it just changes the display form. The user's entry method changes from clicking to open the link to scanning the code to enter the content page.

5. Share animated images

Of course, users’ sharing needs are unpredictable, and we can develop more special functions based on product characteristics and usage scenarios. If the App format is more video-based, you can consider developing a GIF production function, such as:

• Apps that mainly focus on video content, such as Youku Video, Tencent Video, and Bilibili Video Station, all come with a GIF capture function during video playback, making it convenient for users to capture interesting scenes.
• VLOG editing apps like Yishan even provide GIFs with functions such as filters, editing, and resizing, so users can beautify the GIFs themselves and then share them.

Interestingly, the GIF format shared on WeChat will become [animated emoticons], which still has great dissemination value on WeChat.

6. Audio Sharing

When sharing audio to WeChat, you can directly click to play, but the web interaction experience is not very good. You cannot suspend the page to continue listening, nor can you view the complete lyrics. The full functions can only be realized after opening the App. In terms of presentation, the audio sharing page is narrower and longer than ordinary web page sharing, and there is also a CD playing icon on the sharing cover. These features make it easier for users to identify the type.

7. Mini Program Sharing

Now more and more apps are developing mini-programs on the WeChat platform. On this basis, the App sharing page will be automatically converted into mini-program sharing. The advantages of mini programs are that you can use them and leave, and they can jump back and forth with the WeChat ecosystem (such as official accounts). Currently, mainstream video apps and tool apps will develop one, but the limited size of mini programs means that they cannot accommodate too many functions and can only meet the needs of some users in specific scenarios. Therefore, it is still necessary to provide good guidance, and it is naturally better to be able to direct traffic back to the App.

It is worth mentioning that the sharing page display of the mini program is obviously much larger than the web page sharing, it simply dominates the screen.

2. Three common categories of App social sharing

Based on the combination of these sharing forms, we can combine many ways of playing. App social promotion methods generally include three categories: user self-propagation, recommended sharing, and invitation-based fission. The main features are as follows:

• User self-propagation: refers to the fact that the App itself contains certain propagation factors. Users recognize the service or value of the product and will spontaneously, voluntarily and actively share it with friends even without rewards.
• Recommended sharing: users only need to share designated content, without being responsible for converting the shared objects, to obtain material or spiritual rewards. In form, it is more like recommending good things or topics to friends.
• Invitational fission: refers to the user first having to share the designated content, and the friend must complete the corresponding operation before he can get the corresponding reward. This form is generally carried out in the name of "invitation" or "assistance" and is most likely to form fission.

This article will analyze in detail the forms and methods of App dissemination, sharing, and fission from these three categories, and talk about the various options for products in [social sharing].

3. User self-propagation

The key is to integrate sharing functions into every scenario of the App and consider sharing needs before users do. As long as the content or service of the product is valuable and meets the actual needs of users, the natural spread of traffic will be a natural outcome.

1. Interesting content and useful products

Apps usually have a permanent sharing function in the upper right corner. When users think the content is interesting or the product is useful, they will naturally have the desire to share, such as good products, good music, good movies, good books, etc. In addition, most core pages can also have an additional sharing button, which can serve as a hint and reduce the user's thinking cost and operation path for sharing.

Adding rewarding copy or design to content or product pages can better motivate users to share.

2. Inventory and test personality expression

This type of sharing basically uses H5 combined with pictures as the entrance for dissemination. [Interesting and social attributes] are the characteristics of this type of gameplay, which mainly touches on the user's need for self-expression, such as:

• The trajectory test of QQ's 20th anniversary touched the feelings of the user group, which easily reminded them of school days, online dating, QQ games, and stepping on the same page, thus triggering users to spread the word themselves.
• Alipay and NetEase Cloud Music's annual year-end summary starts with "bills" and "music menus", touching on factors such as "wallets, consumption" and "music preferences". Sometimes the product knows you better than you do.
• NetEase's H5 is always on the screen, but not many users actually download the app just because it is produced by "NetEase News". This form is more of a brand marketing and fun sharing

3. Share your experience when you’ve completed it

When users complete the product experience, they are often at the peak of their emotions, either sad or excited. At this time, users will be more willing to actively spread the information than usual. Even if there are no incentives, driven by the honor or the psychology of showing off, just adding a sharing prompt, it is natural for users to achieve self-propagation of the App.

4. Real-time sharing needs

This is a basic need of users, for example: Graphite Docs and Youdao Cloud Notes provide collaborative function services for office needs, and Didi provides ride function services for personal safety needs. If the product has strong dynamic service capabilities, you can consider developing related functions.

4. Recommended Sharing

From a process perspective, this method requires the product to pay a certain cost for incentives, which is a one-way reward system. Users only need to share relevant content to obtain corresponding rewards. In principle, we are only responsible for recommending and sharing product information with friends, and are not responsible for the results of new app conversions.

1. Check in and share on Moments

The “punch in to get tuition refund” activity that has been popular in the circle of friends recently has been banned by Tencent. This form of activity is no longer feasible. Its main form is: calling on users to share learning courses and learning results in the circle of friends, etc. The incentive method is mainly to get tuition refunds, physical books and other material rewards, or spiritual rewards such as medals and achievements if they persist in sharing multiple times. This method is concentrated in the field of online education products such as English and reading. It mainly uses the interests or honors of sharers to drive potential users to become anxious and join. For example: when seeing friends studying and exercising every day in the circle of friends, potential users will also want to download the app or use the service to improve themselves.

2. Sharing leads to a better product experience

This form can basically be summarized in games and quiz products, establishing sharing rules to guide users to obtain more game rewards or better product experience through sharing. For example, the check-in format commonly used in game apps [get rewards for first sharing every day], and the [share to get resurrection cards] of WeChat game applets and quiz products.

3. Share to get cash

Unlike the previous point, the starting point for this type of user sharing is not to get a better product experience, but to get cash rewards that can be withdrawn. This is a common customer acquisition method for reading and information products, and the sharing requirement is generally a certain function or content of the product. However, there are very few apps that offer rewards (cash or points) by sharing. Only Baidu and Weibo apps have a mechanism for getting rewards by sharing. In order to prevent freeloaders, this form of app needs to be restricted in terms of device uniqueness, withdrawal threshold, etc.

5. Invitational fission

Most common forms of fission are two-way reward systems, which require users to invite friends to participate in the core business experience of the product before both parties can receive rewards. Under this form, the invited party will inevitably become a new user. The key point lies in how to choose the focus of the reward and the experience form of the core business. There are also many ways of playing derived from social platforms.

1. Old and new fission

Almost all apps have a permanent entrance such as [Invite and Get Gifts]. This is one of the few long-term new customer acquisition activities in the fission gameplay. Usually, the experience of the core business of the product is used as the activity process. Two-way rewards are a relatively effective form of reward. It is important to bind the invitation relationship between both parties in the process. A typical example is Luckin Coffee's free coffee for TA, which relies on this fission form to achieve efficient new customer acquisition.

2. Coupon fission

It is common for users to share after they have completed consumption, usually sharing it to social networks, guiding users to grab coupons in the reward pool. Coupons can be used as bait for secondary consumption and distributed to invited users. The key point of this gameplay lies in the "randomness" of the rewards. Under uncertain factors, as long as there is no loss, users will be motivated to grab the rewards.

3. Group buying fission

Relying on social interaction among acquaintances, a typical example is Pinduoduo, where users initiate group buying tasks and invite friends to participate so that they can buy together at a low price. Nowadays, pre-sale groups and lottery groups have emerged. This kind of group participation can achieve a higher conversion rate, and its characteristic is that it attracts more low-end users.

4. Bargaining

You also need to invite friends to participate. This method has a lower operating cost. Friends only need to participate once on the social platform to help the inviter get a discount. Bargaining fission actually places more emphasis on social interaction. It basically uses copywriting in the form of "bargaining" and "help" to give the invitees a sense of achievement and ritual. They can help bargain and speed up in every group they pass by. Most products will also prompt a second share after bargaining to get greater help, encouraging users to continue to fission more social seed circles.

5. Distribution fission

The difference from bargaining is that the result of distribution is not to enjoy discounts, but to get commissions. Users only need to invite friends to participate in the purchase to get corresponding returns. It is common in the field of knowledge payment. The more successful ones include: NetEase Xijing Class, Sanlian Zhongdu, and Knowledge Planet. But please note that the distribution level cannot exceed three levels.

VI. Conclusion

This article summarizes and analyzes social sharing from form to gameplay, and summarizes the following suggestions:

• It is important to understand the user's mindset and grasp the timing of displaying the sharing function, such as sharing prompts after completing a task or experiencing a product; embedding sharing functions in the viewing process of leaderboards, medals of honor, and achievements, etc.
• Improve application technology, focus on user experience, and use technical means to optimize the conversion rate of sharing, such as openinstall's Deeplink and invitation code-free functions.
• Improve the invitation process, think about the characteristics of web pages, pictures, sharing codes, etc. in a diversified way, choose the best promotion process, save operating costs for users as much as possible, shorten the conversion path, and avoid excessive loss
• For social sharing, channels are key. You should be familiar with and use platform rules reasonably. Do not over-market, such as banning WeChat Moments check-ins and the bottom line of distribution.
• The content and value of the product itself are king. The most important factor for user sharing is the recognition of the product. Only by polishing the core functions of the product can the sharing behavior evolve to the stage of fission and self-propagation.
• Dig into the core value or features of the product and amplify them through social sharing, for example: share animated images on WeChat and spread them as emoticons; Pinduoduo’s early group buying and price-cutting fission were the result of multiplying product features by the attributes of the social platform.
• Do a good job of monitoring the channel effects, grasp the effects of each function and each communication, and improve products or optimize promotion links by controlling variables.

You can find the answers from the cases and forms shared above in terms of what product, what users, what form of sharing and what purpose.

Related reading:

1. APP promotion and operation: How to maximize the effect of your activities?

2. APP promotion planning: 60,000 paying users increased within 7 days of beta testing!

3. APP promotion activities: How to plan a screen-sweeping event?

4. A complete list of APP promotion methods in 2019, take it and don’t thank me!

5. How to carry out APP promotion and marketing? What are the common methods?

6. APP promotion case: How to go from 0 to millions of users?

Author: Big City Small Things

Source: Big City Small Things