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

APP promotion is believed to be a major problem that troubles operators. They have tried all means to attract new users, retain users, and convert users, but users' "immunity" is getting stronger and stronger. So how can they promote their APP quickly and effectively? People often think of event operation. However, event operation is not a panacea. This article will discuss how to maximize the effect of an event from three aspects.

First, the theme of the event should have highlights.

First of all, the topic should resonate with the target users. In other words, the topic can express the target users’ inner thoughts or cause them to think deeply. For example, Xin Shi Xiang and Ecovacs Robotics jointly held a live broadcast event for the Mid-Autumn Festival with the theme "Why don't you want to go home?" Mid-Autumn Festival is a day for reunion, but some families cannot reunite for some reasons, or do not want to go home. This theme happens to resonate with people.

Secondly, the theme should distill the attractive essence of the activity. The theme of the event is mainly used to attract user participation, and the promotion of the event will also revolve around the theme, so there must be highlights to attract users. For example, Tmall’s Double 11 event once had a theme of “More than 50% off”, which made good use of the highlight of the most favorable prices of the Double 11 event to attract users. For example, the theme of Meizu on Tmall Double 11 in a certain year was "Dream Messenger, Zero Hour Delivery". The theme was both impressive and showcased the most outstanding highlights of Meizu's Double 11 services. Finally, the topic should be easy to spread. The theme of the event is like the name of the event and is somewhat similar to a slogan, so it must be easy to understand, easy to pronounce, and meaningful. For example, the theme of Alipay’s 1212 event, “Three Days of Fun”, can be understood at a glance, and the choice of words can create a certain atmosphere for the event.

Second, the activity design should provide good user experience.

Speed ​​up page loading and allow users to quickly reach the APP activity landing page. When making an event landing page, be sure to test the loading speed. We usually say that there is a "golden 10 seconds" for users to enter the page, which means that if the page cannot be loaded within 10 seconds, the user will leave. But in reality, many users may leave before they can wait for 10 seconds, so we must learn to "reduce the burden" of the page and capture every user who generates a click.

The activity settings must be simple so that users who participate in the activity can complete it quickly. If too many thresholds are set for users, it will undoubtedly reduce the number of users participating, artificially set up obstacles, and affect the ultimate effect of the activity.

If we try to improve the effectiveness of new media operations, for example, a simple activity like "Share to get a 20 yuan red packet", if we add a step requiring users to register before they can share to receive the 20 yuan red packet, I believe that more than half of the activity users will be lost. Therefore, it is better to make the activity simpler and let users directly click to share to receive the red envelope.

By participating in the event, users can get some benefits. Whether it is a task-based, interactive, or promotional APP activity, there needs to be some benefits for users, which will greatly stimulate users' enthusiasm for participating in the activity.

This benefit is not necessarily limited to material benefits, it can also be in terms of resources, reputation, etc. Of course, no matter what is given to users, it must be what users need. For example, for free APP users, it can be VIP status; for celebrity fan activities, it can be close contact with celebrities; for potential purchasing users, it can be product trial opportunities, discount opportunities, etc.

Third, the promotion of the event must be vigorous.

The success of an event has a lot to do with promotion. From a certain perspective, planning an event is to create a gimmick for promotion. When promoting an APP activity, you can adopt the method of slowly revealing the activity to give users a sense of mystery. It is similar to a countdown, which makes users look forward to it and creates an atmosphere where the event attracts much attention.

Advertising is essential for event promotion. Currently, the advertising locations in the APP include startup page ads, banner ads, interstitial ads, etc. In addition to using your own APP for advertising, you can also make use of your partners’ resources for promotion. In addition, event promotion can also allow users to participate automatically, such as driving dissemination in the form of activities.

In general, the details of an event, from theme to format to promotion, can affect its success or failure. If you do the above points well, I believe your APP marketing activities will be more effective.

Author: Marketing Planning Officer

Source: Marketing Planning Officer