How to use the thinking of "user growth model" to dismantle the new media operation framework!

This year, the concept of growth hacking is particularly popular, and many companies and individuals have begun to pay more attention to user growth .

Let us first understand the AARRR model which is currently widely recognized in the operations circle.

AARRR model, namely "Acquisition", "Activation", " Retention ", "Revenue" and "Referral". User growth is a process of increasing revenue and reducing costs to promote growth. It is a complete growth process that includes effective user growth, user growth, user monetization, user communication, and preventing user churn , rather than simply growth in quantity.

(Figure 1 A AR RR user growth model)

The AARRR conversion funnel model proposed by Sean Ellis is a scientific and effective way of growth, which refers to the five stages of the user life cycle : acquiring users, activating users, improving retention, increasing revenue and spreading recommendations.

Acquisition: Also known as attracting new users, it is the first step in the AARRR process. It is the process from user cognition to understanding and then to becoming a product user.

Activation: Activation is the motivational process that guides users to discover the value of the product and repeatedly use its features. In fact, what we do at this stage is to retain new users , which is the most important part to some extent. However, companies tend to pay more attention to user acquisition and retention, thus neglecting user activation.

Improve retention: Retention is not just the next-day retention in a narrow sense, but all indicators that can help retain users. After acquiring users and doing targeted retention work, the remaining users become old users and are no longer affected by the previous two steps. The next step is to retain these old users.

Increase revenue (Retention): also known as monetization, refers to converting traffic into cash income through certain means. The prerequisite for monetization is to have a sufficient traffic base and certain monetization methods. Therefore, the above three links are very important.

Retention: Also known as self-propagation, or viral marketing , it refers to a way of acquiring new users by leveraging the social influence of existing users. User recommendation marketing is one of the most sustainable and effective ways of growth. It is a highly measurable and scalable growth model. The prerequisite is that the product itself must be good enough and have a good reputation.

AARRR conversion funnel model

In the above series of processes, we need to use relevant tools to optimize the data at each stage and improve the overall data.

Back to our actual work scenario, taking new media operation as an example, we will use the above user growth model to break it down.

Currently, most companies mainly use WeChat public accounts , and most of them are subscription accounts . Except for teams that can produce popular content, most people will focus on attracting new customers through activities , such as the fission poster activity which has become a popular trend at present.

By attracting users with valuable content such as micro-courses, materials, and products, we can guide the dissemination within our own circle and promote fission.

Such activities can help the platform attract new users on the one hand, and activate the platform's existing users on the other.

So in terms of retention, what contents does new media operation mainly rely on? Personally, I feel that there are two main parts: daily updated content and community . If a public account has a low fan retention rate , there must be problems mainly in these two areas. Of course, if we look at it more specifically, if we hold activities regularly within the community, it will also activate the users in the community scenario.

As for dissemination and recommendation, if you create high-quality content, it will spread naturally. In terms of activities, as mentioned above, through value guidance, a good communication fission effect can also be achieved.

For the final monetization stage, if you have done a good job in attracting new users, retaining users, promoting activation, and spreading information, and the traffic pool has reached a certain scale, then this is actually a natural thing to do, and it’s just a matter of monetization methods!

Source: 51COO (COO-5151)