Example analysis: How does Love Bank APP achieve user fission?

The user fission of Love Bank is very ingenious. It focuses on the fission gameplay of "deposit love and withdraw cash", and new users are constantly fissioning and pouring in. This article mainly analyzes the fission path of "Love Bank".

An APP focusing on love was recently pushed onto the hot list of APPs. The product is a social product for couples born in the 1990s and even 1995s - Love Bank. According to its official introduction: "Love Bank: deposit love, withdraw cash, a chat and love software exclusively for couples."

Some time ago, it topped the APP stop social category ranking and quickly entered the mass world. The reason is that Love Bank once planned a topic challenge called "Love Bank" on Douyin . The topic attracted a total of 3.116 million views. The most popular video received 453,000 likes and 18,000 reposts, bringing a huge amount of "curious" traffic to "Love Bank".

I don’t know whether the product name “Love Bank” violates relevant policies or has other conflicts with Douyin. Currently, this topic and video can no longer be searched, and only the official website account of “Love Bank” remains.

The user fission of Love Bank is very ingenious. It focuses on the fission gameplay of "deposit love and withdraw cash". New users are continuously fissioned and pouring in. Let's carefully analyze the fission path of "Love Bank".

Fission 1: Tik Tok activities and post-activities

Although this event is no longer available in the related challenges of Douyin, this event is undoubtedly an important step in promoting Love Bank into the public eye. Grassroots short videos have become a form of communication that is highly accepted by the public, and many press releases are now talking about the love bank model and cash gameplay. Shenshen is attracting a large number of curious users on the road behind Douyin.

Suggestion: Many companies can use short videos to expand and acquire a large number of users. For example, "Peppa Pig", which became famous overnight, is a classic case.

Fission 2: Cash stimulus

Many companies like to use cash (red envelopes) to stimulate user growth , but the red envelope model has been overused. Now in the corporate promotion model, cash (red envelopes) has become a channel for making money. Users don’t care about your product at all, they come only for the red envelopes. However, the cash (red envelope) gameplay in "Love Bank" has reached a relative extreme, dividing cash (red envelopes) into short-term and long-term stimulation, which greatly induces user fission and activity.

• Long term: You can get a 1,000 yuan red packet by sending kisses for 365 consecutive days.
• Short term: You can get cash by inviting friends, daily Momoda rewards, achievement rewards and other tasks, and you can withdraw cash when you reach 30 yuan.

Long-term goal: As long as users sign in to Momoda for a certain number of days (or 3 days, 10 days, 20 days), they will feel invested and will not give up easily. For example, we are waiting for a bus and have been waiting for 10 minutes, but the bus hasn’t come yet. So we wait another 10 minutes, or another 5 minutes... With this sense of involvement, the chances of us giving up will be greatly reduced.

In other words, users of Love Bank either break up and stop signing in, or stick around for 365 days and leave after getting the bonus. (However, the possibility of leaving is zero. Why do I say this? See below.)

Short-term effect: 1,000 yuan in cash that cannot be held or touched will make users feel seriously insecure. In the short term, users can withdraw cash after spending 30 yuan, which will make users feel that the 1,000 yuan is really worth it. Moreover, the short-term effect is guided by tasks, goals, and fission, which set thresholds and create a sense of investment. Once users have been there for 365 days, it will be difficult for them to give up.

Suggestion: Combining short-term effects with long-term goals is a sharp knife to open up the market. Money can stimulate human nature, and withdrawing cash can bring happiness. The short-term effect is to cooperate with the long-term "mua mua" and cultivate users' emotional investment. But if the daily tasks were converted into some random love tasks, it would be more valuable.

Fission 3: Acquiring users (user fission)

I believe that user fission is a topic that most people are interested in, but one thing that needs to be clarified is that this article talks about different directions of fission, and user fission is only one of the dimensions.

The user fission model of Love Bank is still centered around long-term goals . If you send love messages for 365 consecutive days, you can get a red packet of 1,000 yuan. If you miss any day, the previous sign-in will be invalidated. Getting a sign-in card is the life-saving medicine at this moment. The game rules set two ways to get a sign-in card:

1. Invite real friends to get a make-up card;
2. When you become a member, you will receive a universal sign-up card, but lifetime members will only receive two.

Inviting friends has become the main way to generate fission. Inviting friends not only gives you a sign-in card, but also 50 cash, which can be withdrawn when the amount reaches 30. How many people can refuse such multiple benefits? And inviting friends to register is not based on the circle of one person, but the circle of two people. With similar age, culture and circle, the users generated are absolutely accurate.

Suggestion: It is better to stimulate users to register themselves than to push advertisements everywhere , as mentioned in the book "Pull is Better than Push". The invitation system of Love Bank is to download and fill in the invitation code to be successful, but some careless people forget the invitation code when registering. Here it can be improved to mobile phone invitation of H5 page or mini program invitation. In addition, in the channel of inviting friends, you can try the secondary distribution model.

Fission 4: Increase activity

The increased activity of the love bank is the user investment value we talked about before "exploiting it to dryness". It uses the sense of accomplishment and ritual in relationships to retain users every minute.

A graph was used to analyze the growth method of increasing activeness:

When the user overcomes numerous difficulties and gets 1,000 yuan in cash, the entire APP records so many stories and beautiful moments in these 1,000 days. If you were asked to abandon, what would you do? Would you be willing to do so?

The longer the value of the invested cost is, the higher the threshold for replacement will be, even close to zero. Love Bank’s series of growth measures seem to be a perfect fission path, but the most difficult thing to ensure is still user fit. What matters most in love is each other, a sense of security, and a sense of ritual. If the "Love Bank" can explore users' control over love around these aspects and combine growth with data, it will be a very perfect team.

The last suggestion is that although you can customize the image on the home screen, it is more recommended to set the number of days of love to be obvious. Because long-lasting love is the most beautiful, and time is the most real.

Source: Post-95s Talking About Technology