How to do viral marketing well? 3 types and 4 elements you must know
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Viral marketing is a very effective way to achieve rapid user growth. For example, Didi ’s red envelope sharing is a typical and commonly used viral marketing . Today I will systematically introduce the knowledge of viral marketing, and use cases to analyze how to do viral marketing well. 1. Three types of viral marketing There are three common types of viral marketing: The first way is to make a good product and let users spread the word naturally. This method has existed since ancient times and is not unique to the Internet. The second method is a viral marketing model unique to the Internet, which is to send red envelopes or other economic benefits to users on both sides to stimulate users to share. This is the model used by Didi. The third way is to allow users to share their own creations after satisfying their needs on the product. 2. Four Elements of Viral Marketing Process The entire process of viral marketing includes four elements: the sender of information, the receiver of information, the content sent, and the external network. Generally speaking, in China, it mainly refers to WeChat Moments and Weibo. The most critical point is the third one, which is the content (Value Unit) that you let users spread. This content must be contagious. For example, everyone may know that half a year ago there was a very popular app called Prisma. It did little promotion or spend money to acquire users. The core product value of this App is to meet the pain points of users. Through dozens of art filters based on artificial intelligence algorithms, users' ordinary photos can be transformed into the style of art masters with just one click, making them more high-end and better-looking. In terms of the details of Growth Hacking, all it does is add a small tail in the lower right corner of all beautified photos to let everyone know that the picture is from Prisma. You can also try it. This is a good example of viral marketing, achieving large-scale broadcasting at zero cost. Here, the small tail with the Prisma LOGO is just an appearance. The most important thing is that this product satisfies the pain points of users who want to share their works and express their unique artistic taste. I think the best viral marketing in China is WeChat red envelopes . During the Spring Festival two years ago, WeChat ’s red envelopes were bound to the bank cards of 200 million people at once. If you receive a red envelope from someone else, you must bind a card if you want to open it and receive the money. In this way, it can spread virally in an instant. This case has been forgotten by many people, but I think it is the best viral marketing done in China. 3. Three Misconceptions about Viral Marketing Viral marketing is often prone to go astray during implementation. Here are a few points that need to be paid attention to for successful viral marketing/viral spread. First, the best viral marketing is not user recommendations and word of mouth. Everyone must be clear about this point: users will not actively spread your product just because they use it a lot. Sometimes word of mouth can spread, but generally it is not actively spread on social media . Second, when users actively share, they don’t want to praise how awesome your product is, but want to express themselves. Users want others to see that they have done something good, or want to show that they have a certain social status. When making products, we must take into account that user needs always start from ourselves, and the same goes for diffusion. Third, the viral spread you design must act on the key operations of your product. The so-called Core Action refers to the key operation that directly satisfies the user's pain points and makes the user feel good, that is, it provides the user with the most core and essential value. If you cannot find such operations in your product, you should think back and think about which users your product is targeting, which pain points it is solving, and whether you have found Product/Market Fit. At the same time, this Core Action should also be easy to measure and track. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @覃超Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! |
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