Over one million new users in half a year, activation cost less than 2 yuan, how did I achieve it through QQ space large account promotion

Friends who do promotion should all have this feeling: after entering the second half of the Internet, traffic has become more and more concentrated, and promotion costs have become higher and higher. It has become increasingly difficult to quickly accumulate users and realize monetization through promotion. But for small and medium-sized companies, promotion is an unavoidable reality. There is no point in complaining about the difficulty. We still have to seek solutions to the problem.

So what should we do in the second half of App promotion? Are there some traffic pools that have not yet been tapped? We invited the promotion manager of a social APP to share with everyone how they took advantage of the traffic pool of QQ Space to achieve over one million new users in half a year with an average activation cost of less than 2 yuan. We hope this will bring some new ideas to everyone's promotion work.

What kind of product is it?

It is a stranger dating app that focuses on instant video dating. Its target users are young people aged 16-26 who like to try new things and have the need to chat with strangers.

What promotion methods have you tried after going online?

After going online at the end of July 2016, we tried many promotion channels , including information flow advertising such as Weibo Fans , Tencent Guangdiantong , Toutiao , CPD placement in the App Store , Apple's ASO optimization , campus promotion , etc. The activation cost of a single user with better results was seven or eight yuan, and the less effective ones were more than ten or even dozens of yuan. This is obviously unaffordable for a startup company like us.

How did you discover the QQ Space promotion channel ?

Faced with the dual pressures of new additions and costs, there is no choice but to explore new ways of promotion. Considering that our target users are relatively young, I thought of giving it a try on QQ space, but I didn’t have a clear idea of ​​how to promote it at the time. Later, by chance, I met a friend who was a big account in QQ space. Through him, I learned that there were kols in the space just like big Vs on Weibo. I learned which big accounts there were, what the characteristics of the fans of the big accounts were, the current advertising situation, and how the big accounts charged, etc. After the chat, I felt that the space should be a good traffic pool, and I had to act immediately to seize this traffic dividend. So, I think we should go out and communicate more often, and then seize the traffic dividend.

How to keep the cost below 2 yuan?

In my opinion, the activation cost of an app is determined by 4 parts:

1. Whether the product itself meets certain needs, whether it has differentiated selling points, etc.

2. Product packaging, including product screenshots, product ratings, product descriptions, etc.

3. Distribution channels, whether the channel users match the target users, the channel distribution price, etc.;

4. Whether the promotional materials can attract users’ attention, stimulate users’ interest, etc.

There are many relevant analysis articles in the industry about products and packaging. I will not discuss them here. Let me talk about some practical experience I have in channels and materials on QQ Space.

What is the overall situation of large QQ spaces?

Currently, there are about 1,500 actively updated large QQ spaces, covering about 60 million QQ users. These users are mainly students aged 13-22. The overall male-to-female ratio is about 4:6, and they are mainly distributed in third- and fourth-tier cities. The content forms of large-scale spaces include text, pictures, videos, etc., and the content styles include funny, emotional, interest-based, etc. These content forms and styles reflect some fan attributes of this large-scale space, including the ratio of men to women, age distribution, consumption capacity, etc.

How to choose the appropriate QQ space number for delivery?

In terms of number selection, before launching the campaign, I will first take a look at the posts of this big account in the past week to understand its content form, style, number of fans, views, update frequency, fan activity, etc., to see how its fan attributes fit with our products. If I feel that all aspects are good, I will try to invest in it to see the effect. During the trial investment, I will add a special monitoring link to the posts published by the big account in order to monitor the conversion data. After the trial investment, I will record the investment data in a timely manner to provide data support for subsequent investment.

For example, the content published by Lin Ge, a big account, is of a very uniform style. Almost all of the content is emotional. The update frequency is also very high, and the fans are very interactive, which makes it very suitable for the launch of social products.

Let’s look at the account Axia. The content it publishes is of a more mixed style, and the update frequency is average. The same number of views is only half of Lin Ge’s likes, and the fan interactivity is poorer. This type of account will have a lower priority when it is released.

How to arrange the delivery rhythm?

In order to reduce the impact of decreased effectiveness caused by repeated delivery, when arranging numbers, I will strictly control the time interval between a number being delivered again to ensure that a number will not be delivered again within ten days. As for why it is ten days? On the one hand, it is because the mobility of big fans of QQ space is relatively high, and they are basically updated every one or two months. If a round of investment is made every ten days, the impact of repeated investment will be relatively small; on the other hand, it is because of the new demand for products. If you want to ensure more than 10,000 new additions every day, you need to arrange enough big accounts for promotion.

What kind of material is suitable for space promotion?

Regarding promotional materials, since we are promoting through QQ big account recommendations, first of all, we are required to write our copy from the perspective of the big account, and not make it too hard advertising. If it is hard advertising, the value of using the big account influence for marketing will be lost, and the conversion rate may be much worse. Our products are mainly promoted by sharing some experiences during use. Secondly, the promotional materials should be as story-telling as possible, so as to reflect the product’s unique selling points through stories and arouse users’ desire to learn more. Storytelling materials will have a much higher conversion rate than pure advertising materials. Finally, it is necessary to develop and replace materials regularly. I will update the materials every 1-2 weeks and try some new material forms and promotional ideas to ensure that users who have seen them before are interested in looking at the new promotional materials. After several different forms of "advertising", some hesitant users may be converted into product users!

Material 1

Material 2

For example, the two materials above have similar formats, but the copywriting styles are different. The copywriting of material one is more hard advertising, while the copywriting of material two is more storytelling. The conversion effect of material two is indeed much better than that of material one.

At present, QQ space is indeed a very cost-effective promotion channel. In order to help everyone have a more comprehensive understanding of the channel of QQ space, I have specially sorted out the relevant information about the promotion of QQ space below, hoping to be helpful to everyone!

1. What is the overall situation of large QQ spaces?

Currently, there are about 1,500 actively updated large QQ spaces, covering about 60 million QQ users. These users are mainly students aged 13-22. The overall male-to-female ratio is about 4:6, and they are mainly distributed in third- and fourth-tier cities.

2. What is the promotion form of large QQ space?

The promotion is carried out through space comments (similar to blog posts on Weibo), with content in the form of text, pictures, gifs and short videos. Web links can be added to the comments for effect monitoring.

3. How long will the promotional posts be retained?

After a post is published, you can ask the main account to keep it at the top for half an hour (no other posts can be published within half an hour), and it will remain for 24 hours.

4. What is the charging method for large QQ space?

Currently, there are two charging methods for large QQ spaces. One is to follow the direct posting price, which is how much money is charged for each post. The industry average CPM is about 9 yuan. The other is to follow the CPM, which is based on the final number of post views. The industry average CPM is about 7.5 yuan.

5. If we follow CPM, how is the final number of views counted?

Statistics are collected based on the number of views of the promoted posts within 24 hours.

6. Is the payment method prepayment or postpayment?

Generally it is prepaid, and you can try postpayment after a long period of cooperation.

7. Why is the unit price lower when calculated based on CPM?

Because if you go by CPM, big accounts will have overlapping views to a certain extent (they will forward their own posts, so the views will be higher than normal, and some of them will be repeated views), so the quotation will be lower than direct sending. In fact, the cost of the two types is similar.

8. Which of the two charging methods is more effective?

If you go with the direct pricing method, the effect will be better because there are more high-quality numbers to choose from. Many high-quality numbers find it troublesome and are unwilling to accept CPM orders.

9. When placing an ad, do you choose the numbers yourself or let the supplier choose the numbers?

If you don't know much about large space, it is recommended to choose the number through the supplier. The supplier knows the quality of each number better. The prerequisite is to find a reliable supplier who has been doing statistics on various large-size data.

10. What types of products are suitable for large-scale promotion of QQ space?

Social networking, short videos , image beautification, entertainment tools , music, reading, casual games , Taobao customers, Taobao stores, points walls , WeChat public accounts and other products are currently showing good results when invested in the space.

11. What kind of material will have better effect?

Since the promotion is carried out through QQ big account recommendations, it is recommended that the copy should be written from the user's perspective, reflecting the core selling points or specific usage scenarios of the product. Don't make it too rigid. As for the material, try to make it more story-telling and interesting, so that the conversion rate will be better.

12. How to ensure the stability of long-term delivery effects?

On the one hand, the materials should be updated regularly so that people who have seen them will think they are new and be willing to check them out again. On the other hand, the rhythm of number delivery should be arranged reasonably, and the same number should not be used too frequently.

13. When will the advertising be most effective?

It is recommended to place ads between 8pm and 10pm, as this is the time when space users are most active, and both download conversion and recharge rates are the highest.

14. Should I put links in daily promotion?

When the user clicks on the link, Apple will jump directly to the App Store, and Android will jump to the App Store page by default. If the Android user has not downloaded the App Store, he will download the App Store first, but after opening the App Store, the promoted app will not be downloaded by default, causing some users to give up or forget to download the promoted app. Based on past experience, download conversions will be better without a link. If you are worried that users don’t know how to download, you can use copywriting to guide users to search and download in the app market.

This article was compiled and published by @姑婆 (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising