How does keep promote itself? What are the points worth learning from?

How does keep promote itself? What are the points worth learning from?
Keep has currently gone through 5 rounds of financing , and it is undeniable that it has done very well in the sports and fitness market. Keep entered the market one year later than other competitors, but was able to gain a large number of users in a short period of time. How did it promote itself? What are the means of promotion? What points are worth learning from for start-ups? A set of data reported by the media is as follows: 

 Answers from the traveling Totoro 1. Identify the pain points It is not difficult to find that on Weibo, simple GIF animations about body shaping and weight loss can easily become popular on Weibo, and the forwarding rate and collection rate are particularly high. Therefore, many Weibo users use this to attract fans, which shows that the topic of fitness and body shaping and weight loss has always been hot. For example: An excellent fitness information blogger has more than 10 million fans. 

 A certain fitness GIF image under his Weibo has a high number of reposts and likes. 

 The pain point of fitness and body shaping has always existed, and it is a dull pain in many people. After many inferior businesses abused this pain point and made many solutions that deceived consumers, keep came into being, providing the public with a small, sophisticated and scientifically proven exercise solution: using scientific data to tell you that you only need your daily fragmented time to achieve the fitness/shaping/weight loss effects you want. Keep's main target group is fitness novices. When it was founded in 2014, the popularity of fitness-related words on the Baidu Index grew explosively. 

 2. Find the right channels and deliver them accurately Let’s not talk about other places. On Zhihu, use scientific data and verification results to answer questions that are highly related to body shaping/fitness/weight loss, and tell these lambs with questions from a God’s perspective: what you are looking for is exactly what Keep can provide! It’s easy to use and, most importantly, free! Targeted recommendations are made to precise users, with a very high conversion rate . After reading that answer, I went directly to the APP store and searched and downloaded keep. For example, there are many excellent answers on Zhihu regarding topics such as fitness: 

 Keep achieved a user growth from 40 to 2 million in 3 months, and the fitness-themed QQ group was also one of their early promotion channels . Wang Ning, the founder of keep, once joined a fitness-themed QQ group and placed download links in the group to guide them to download and register products. There are many social channels, and the key is to choose the right channel for delivery. 3. Use accurate data in advertising content If you have seen keep’s answer on Zhihu, you will find that the answer includes how many people the keep team called on to participate in the experiment and what the specific results of the experiment were. The data given is not exaggerated, making people feel real, reliable and very sincere. Accurate data can eliminate users’ vigilance and guide them naturally. Such as: keep data released by Huang Xianhong 

 4. Carry out brand advertising on a large scale After having a certain number of users (the official said that the number of users reached 30 million), after attracting enough precise target groups, it gained the favor of investors . Now that it had money, Keep began to do large-scale brand advertising: brand advertising on bus stops, mobile screen advertisements in office buildings, etc., to gain as much exposure and influence as possible → gain the favor of investors again, expand influence → continue new operations and promotions → officially enter a virtuous circle! Fitness products are highly substitutable and can easily be replaced by new products, but the brands of companies and products are difficult to replace. For example: Nike. Advertising methods: Online and offline promotion Print ads were placed in subways and bus shelters. Advertising videos are released in cinemas, TV stations, and online video media. For example, related advertising videos: " Keep _Walking_2015", "Self-discipline gives me freedom" I have to say that keep’s operation team is awesome! Of course, the premise is that the Keep product itself is indeed very good in terms of content, solutions, UI design, etc., especially in terms of operations, which outperforms similar competitors. Also, "Self-discipline gives me freedom!", what a cool slogan! In my personal opinion, as a startup company, if you can achieve the first three points in terms of promotion, while ensuring the quality of the product itself, then the fourth step of gaining the favor of investors and entering a virtuous circle will not be too difficult. Uncomfortable answer Personally, I feel it is very useful, but the training videos are a bit rigid. I prefer the dynamic demonstrations in European and American styles. The overall APP is concise and clear, and you can quickly find the key points.
Because I want to accumulate some functional experience, I made the following notes and summary 1. APP content
2. Content operation method 3. Promotion method 4. Commercial thinking 5. Improvement points 1. APP CONTENT KEEP has two main functions: one is to provide training guidance, and the other is to build a social community. The current financing is in the B round, and there is no commercialization pressure for the time being, so the overall focus is on core functions without redundant information. 

 After entering KEEP, there are three menus: My Training, Updates, and My Training is the homepage, which is convenient for users to get straight to the point and start training. After the training, they can view statistical data, which includes daily, weekly, and monthly data. After each training, an update can be posted. Each update can have a topic tag, which is convenient for dissemination according to the tag. 

 On the dynamic page, there are daily selections, recommending 4 dynamic posts, divided into 1 large picture and 3 small pictures. According to popular tags, you can slide to view the corresponding dynamics, which is equivalent to giving the user's dynamics a grouping attribute. Because the status here can only be posted after the training is completed, I found that there is also #dietplan# in the tag, which is actually a bit out of place. Posting the tag content of the diet plan after training is really the true love of deep users. On the [Latest] page, you can view the latest content published by all users, which means that users who have just published will also see their own content here, increasing their sense of presence. The [Same City] and Nearby People functions are recently popular with many vertical apps. We also did some user operations in the [Add Friends] section to recommend official accounts and selected content from high-quality users. 

 On my page, there is my own dynamic column. Dynamics can only be published after the training is completed. I think this can be optimized. It is recommended to publish dynamics for completed training asynchronously, so as to enrich the dynamic label content and avoid the flood of spam content. 

 2. Content Operation When I was at the beginner level, I might have seen about 12 training plans and 34 single training videos. KEEP adopts a system of iterative course release. Only after completing a certain number of courses and using it for a certain period of time can you see more courses. This is conducive to increasing user stickiness and increasing the fun of use. (Similar to the principle of passing levels in a game ) It induces users to check in and share, which facilitates dissemination and exposure. It also has a supervisory effect, making it easier to stick to something under the attention of partners. In addition, it provides rich and valuable content to attract the attention of novice users. 

 3. Promotion process It took KEEP only three months to grow from 4,000 beta users to 2 million online users, which is inseparable from the efforts of the team. They mainly used the following methods: a. QQ groups, Baidu Tieba , and Douban groups are all gathering places for users with deep interests. In QQ groups, because everyone is equal, you can directly use the connection promotion method. Tieba and groups are more suitable for publishing valuable content articles to attract user attention and guide topics at the right time. b. In addition, SEO search promotion is essential c. User operation: KEEP is also more suitable for user operations in highly concentrated groups such as university students. Usually, one person's use will attract many users from surrounding dormitories to join. d. Social network communication: It is said that some members of the entrepreneurial team have worked at NetEase, so they are well versed in news dissemination methods. e. The operation of professional rankings is the best entry point for diverting traffic, such as APPStore, App Store , Android Market , etc. 

 4. Commercial thinking KEEP has not yet been commercialized. I think it can be improved in the following aspects: a. E-commerce is the easiest. Now Moji Weather , Mint, etc. have combined related scene products, and fitness products have a wider audience. They can be directly sold, represented, promoted, or self-branded. b. O2O experience: gym traffic , one-on-one private training services, promotion of events, etc. c. Advertising: The homepage, the start of training, and a few seconds between training are all good advertising entry points.

 5. Lifting Points After some quick thinking, I don't really like the training videos among the current functions of KEEP. They are too monotonous and dull. I hope to add some background colors to make the videos more youthful, energetic and interesting. In addition, the richness of information can be increased. If it is only used for training, the user stickiness of a purely tool product is not very high. If the product contains rich information and users can read the content they want after completing the training, then the frequency of opening it every day will be much higher. Other functions can be added, such as weight and health management, which is closely related to fitness after all. 

The author of this article @不自在 compiled and published by (Qinggua Media), please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform

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