Xigua Video’s Millionaire Heroes: Presenting a powerful way to attract new users to the App?

In the past week, games that require answering questions in apps have suddenly become popular. For example, Xigua Video’s “Millionaire Heroes”, National Husband’s “Rush to the Top”, and “Cheese Superman”. At first, I didn’t understand what the relationship was between this quiz game and Xigua Video. Out of curiosity, I played a game at noon and everything became clear to me.

1. There is a high degree of overlap between the user groups of quiz games and short videos

Both short videos and quiz games are designed to be entertaining. Moreover, the short video product itself encourages users to generate their own content, upload videos, and like, comment and interact with other users' videos. The quiz game goes a step further on this basis. While retaining live video and barrage comments, it also allows for interactive quizzing, and the key is that you can get paid. In a live broadcast , the host mentioned words like "money", "cash withdrawal", "1 million", "200,000" several times every minute, blatantly poking at the users' G-spots. This group of users already likes to watch short videos and live broadcasts, and they can also earn money for it. Wouldn’t it be a loss if they don’t take advantage of this opportunity?

2. High cost-effectiveness in attracting new customers

1. Low cost and excellent retention effect

The "National Carnival" I attended at noon had a prize pool of 1 million yuan. In the end, 120,000 people completed the level, with an average prize of 7 yuan per person. However, the number of people online in a single game exceeded 800,000. And according to my calculations, during a single live broadcast, the number of people online was over 700,000 for at least 10 minutes. We are unable to obtain data on how many old users there are among these 800,000 online users, but roughly speaking, the cost of attracting a single new user can be controlled within 10 yuan. Compared with other channels for attracting new users, this approach is still very cost-effective.

2. The activity is novel and highly playable

They cleverly moved the original challenge program on TV to mobile phones, so everyone can participate and feel like they are answering questions on TV. Therefore, once new users are brought in, even if they fail this time, they will most likely try to participate in the next one.

3. Classic social communication

If you want to continue the game, share your resurrection code. This is a classic routine. Because the game is fun, users are more willing to spread the resurrection code, which helps attract a wave of new users in a viral way. (Very similar to the Alipay Fu Card routine during last year’s Chinese New Year)

4. Promote short videos through games

Xigua Video will push it to you 5 minutes before the game starts. Okay, you're in, the game hasn't started yet. What should I do? Watch a few short videos. The user is tricked into watching Xigua Video and wasted more than ten minutes on it. What should he do if he fails to complete the game? He just has to watch two more short videos.

3. Actual Data

Let’s just look at the macro effects directly. We outsiders definitely can’t get the specific key indicators. Take Xigua Video as an example. In the past week, Baidu Index, ASO100 Search Index, and App Store rankings have all increased significantly.

Compared with competitors, Kuaishou is chosen here. Pay attention to the comparison of the App Store free total rankings in the past 30 days. With the help of "Million Heroes", Xigua Video has overtaken Kuaishou! Too cunning.

Looking at the Baidu search index, in the past 30 days, the search growth of Xigua Video has exceeded 1000%, and the search growth of quiz games has exceeded 100%, both of which have exceeded that of Kuaishou.

In the current competitive landscape, the Matthew effect in the short video market is gradually emerging, and the resources and traffic of leading players such as Kuaishou, Xigua, and Miaopai are becoming increasingly concentrated. Among these companies, everyone’s gameplay is relatively similar, and the difficulty of competition is increasing. So from the effectiveness point of view, Xigua Video's quiz activity has a huge impact on macro data, and the effect is also very positive, using unconventional means to achieve effective competition.

IV. The Future

Finally, is it possible for Xigua Video to take advantage of this quiz event to move in and do live streaming, overthrowing Kuaishou’s stronghold? After all, this game is a form of live broadcast, and it seems that Toutiao is already prepared. Or are you preparing for payment? Toutiao already has a payment license, so this time it can use the event bonuses to withdraw cash and bind the card.

For the live quiz activity format, is this just a short-term marketing activity for apps like Xigua Video, or is it a long-term form of activation? I think that in the short term, this cycle of answering questions will definitely come to an end. First of all, the financial consumption is relatively large. In addition, for short videos, the main business of Xigua Video, the original "upload video" entrance in the bottom center of the App has been occupied by the quiz activity, which will definitely affect the release of new UGC content in the long run. From a long-term perspective, quiz activities can be held regularly. As long as the activity data during this period is good enough to prove the power of the activity, there will be a chance to find a title sponsor in the future, with the sponsor providing bonuses to continue the activity.

The author of this article @hy0625 was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century