iQiyi and Youku: The secret of attracting millions of users a day
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The eternal topic - the pressure of user growth After the so-called capital winter came, what changes have occurred in App growth and user operations ? Traditional app stores vs. mobile phone manufacturers' stores Today’s stores include traditional app stores, such as Mobile Assistant, Android, 91, App Store, and other app markets . There are also application markets of some mobile phone manufacturers, such as Xiaomi, vivo, Lenovo, Huawei, etc. From the perspective of Android, the volume of the traditional application market has been far surpassed by mobile phone manufacturers. Why? The volume of App Store and Baidu is still good. However, as domestic mobile phones are getting better and better, Hammer and Xiaomi are selling better and better, so most of the top ten are probably domestic mobile phone manufacturers. They firmly control the download volume of the application market in their own hands, and the market has become a marketing tool. Two years ago, when you told everyone about this phenomenon, no one believed you. But who could have predicted two years ago that countless app stores would fail? Product Manager & Client Development is in Crisis When product managers are looking for jobs, especially this year, the salaries and job conditions have been greatly reduced. It doesn’t cost a lot of money to hire a good IOS developer now because there are so many people doing this in the market. What is the capital market investing in? When investors from some large companies encounter a really good case, they will invest their money as quickly as possible, and may even try to grab the case. For example, when Mobike raised funds some time ago, it received money from many institutions in a very short period of time. Why? Because VC takes LP’s money. They want to invest the money to help them make more money. If you invest in unreliable companies or companies that have no future growth, there may be big problems, so when you encounter a good case, everyone should grab it quickly, even if it is 5% or 6%. This is the current situation. When doing infrastructure construction, you can get a large number of users by just making something casually. It was a very simple operation . Now it has become a refined operation process, which means that the cost of acquiring users is getting higher and higher. The organizational structure of some larger companies is changing Whether it is product managers or R&D, they will be divided into different routes according to the business, such as those who make photo albums, those who take photos, and those who do optimization. Their business indicators have changed from the original vague construction indicators to very clear quantitative indicators. What's the meaning? Some business departments of Weibo would say that they are not looking at how many functions they have completed this year, but at what scale of user growth these things can achieve. All goals are based on growth and activity. For example, all departments of Facebook, whether it is R&D, products, or operations, are centered around two things: user growth and operations. If other functions are not related to these two things, then they will not be implemented. So this is a scary thing, everyone is competing for users. Current situation 1: Traffic from large companies’ products is a sucker How do users come? Large companies have now built a traffic moat. Products like Taobao, Alibaba, Tencent, and Baidu are seeing increasing traffic. It is very difficult for small companies to develop new products for promotion. Even if they are launched, it is difficult to retain users. This is the current situation. Status 2: The revenue of ranking manipulation companies is much less than last year In 2015, many companies raised a lot of money by manipulating the charts, and many of these companies also made a lot of money. But this year everyone is pursuing a more realistic number of users. However, placing advertisements to acquire users may require great caution, which is the second situation. What does the operation need to do? Goal: User growth and activity As an operation or product, how should we achieve the goals of user growth and activity when facing such pressure? Internal means, if an App has a certain number of users, you can operate the content, create categories, make the products better, and make the activities more beautiful, so as to attract users and retain them. External means: use push to make users active, and use marketing promotion to make others aware of your brand. Putting advertisements in major markets is a means of increasing users. Offline promotion is also important. Ultimately, two words are guaranteed: user growth and activity. Case Study This is the promotion of the TV series "Yu Zui" customized for iQiyi. As we all know, "Yuzui" is a very popular IP this year. iQiyi hopes to obtain traffic through the content of this IP, and then monetize this traffic, such as converting it into membership and realizing advertising revenue... But at the same time, it must also call on users to watch this IP, so first of all, the event will warm up the content of the TV series. There are questions here for users to answer, such as who is the leading actor here... There are also some prizes set up. Then hype it up through some public accounts, big Vs, and various channels. In this way, a topic will quickly be formed. Reposting in circle of friends, marketing on Weibo, including individual packaging of the leading actors themselves, this is a complete combination. Toutiao is an app that does a great job in attracting new users and active users. Their user base is growing very fast, and through various means of reaching users, Toutiao has become part of many people's lives. Much of the content on Toutiao is forwarded through WeChat Moments and Weibo. When the user opens the shared link, it will identify whether you are a Toutiao user. If you don’t have the App installed, it will tell you that you can download the App to get a red envelope. You can get five or ten dollars worth of phone bills. This method can bring traffic to the App at a very low cost, much lower than spending a lot of money on placement in major app markets. This year, Youku also obtained a very important copyright, "The Voice of China". Youku held a guessing contest on the homepage of the App, where people guessed which student would be selected by which instructor. This was very consistent with their theme and was also a very successful event operation. There are hundreds of thousands of people coming to the game every day, and it also promotes the App very well. This kind of promotion effect is much better than traditional hard-inserted advertising. When iQiyi was doing the exclusive review and release of "The Lost Tomb", they paid great attention to this content and bought a lot of external traffic, such as the opening page on Weibo and channels of other apps. They also coordinated a lot of internal traffic, such as WeChat public accounts . The picture shows the floating box that pops up after entering the App for the first time. Participate in the game to win prizes. This way of participating in the event brought millions of attention to iQiyi that day, allowing many users to know the existence of "The Mystic Nine" and watch it on iQiyi, and even directly led to the purchase of iQiyi membership. So you can see that the common points of the above cases are all about how to better push content to users, how to better make users active, and how to better let users play. In the past few years, we can see many classic activity cases in the circle of friends. They are all in the form of small game activities. In the end, you can get a score ranking and an honorary title, which can then be shared in the circle of friends and circulated many times. But in the past two years, there have been fewer and fewer such events, because if people do not receive any substantial rewards, they may get tired. Pure rankings and points are meaningless. They must be linked to some substantial prizes to be meaningful and to provide motivation to continue. Because everyone is used to it. Does participating in activities necessarily mean being active? 1. The users are reached, but they may not give any feedback - push conversion and banner conversion effects are poor. 2. Entered the event page, but the retention rate is low - the quality of the event itself is not high and the content and users do not match. 3. Users come in, participate in the activity page, and then nothing happens. What operations need to do: Points operation There is no conflict or contradiction between participating in activities and earning points. They can exist at the same time. We started the points mall in 2014, and after more than two years of operation, we have connected with thousands of companies. For example, Tencent Animation doesn’t want to consume their own points, because points have to be consumed after earning them in order to balance your currency and make the points valuable and meaningful. So they connected to such an external App support service platform. There are also many companies that have their own points malls, such as Didi Chuxing , but they have invested a lot of manpower and material resources, and spent a lot of money and manpower to do this. Currency Points Those who travel frequently may know that airlines can redeem free air tickets by accumulating miles flown. For example, 10,000 kilometers can be exchanged for a ticket for 1,000 kilometers. The same goes for credit card points. For example, with China Merchants Bank, you can use your credit card points to redeem items directly in the mall. Gas cards also have similar services, and they all have their own redemption mechanisms. Monetary points can bring you benefits in real life. Operational Points There is no constant cash value, and emphasis is placed on users' subjective value perception. For example, Taobao coins and forum points, you will be given a certain number of points for each post you make. Taobao coins can be used to deduct some of the payment when you buy something. Only when users recognize their value can the points be used to drive user activity. Otherwise, you are just blindly creating a points mall, a points system, and checking in every day to earn points, which is meaningless. Especially for user-based apps, the number of users who come every day and the number of points earned must be valuable in order to have sustainable drive. How to balance production and sales If you just generate points without digesting them, there will be certain problems. Just like printing too much RMB will cause prices to soar and make money worthless. This is something developers don’t want to see, so every App operator hopes that their points are valuable. How to balance? A healthy points production and sales ratio is 30%-50%. For every 100 points generated, users can naturally digest 30%-50%. This is a relatively balanced system. Overall, it may still be growing, but it has a reasonable consumption channel to control inflation risks. Set the validity period of points. For example, for airlines, the miles will basically be invalid after three years. Because it is impossible to accumulate points forever, the mileage earned previously must be exchanged for the next ticket within three years. This is the only way to effectively control the risk of inflation. Otherwise, the points will accumulate more and more and may lead to many secondary dealers reselling the points. Means of consuming points Gift exchange, lucky draw, interactive games (games/voting, etc.), rights exchange (discounts/privileges) , consumption discounts The purpose of these is to promote the consumption of points and stimulate user activity, which is the ultimate goal of our point operation. What we are doing Activity Tools It is painful for everyone to promote some activities or promote the development of some activities with their own technologies, because R&D may think that your priority is not high, that your activity is not one of my core KPIs, and is not one of the most important departments of our App. If you want to do an activity, you need to do R&D, and consume front-end and back-end resources, so the demands put forward will be postponed indefinitely, which is very difficult. Similarly, when organizing an event, you will find that in order to do it well you must invest considerable manpower and material resources. Therefore, Duiba can help you solve all the above difficulties, and it is very quick and convenient. We have a set of methods, which are now open to everyone for use. Points Mall If you want to set up your own points mall, one problem you may face is that purchasing goods requires budget, local management, delivery, and inventory control. In case of overdelivery, you will have to refund if there are complaints. The product library resources and management costs are both staggering. So we open this service. Any App that connects to it can use it for free. We have cooperated on many successful cases, such as Ganji, 58, Chunyu Doctor, Baidu Mobile Assistant , Zuoyebang, and Ele.me. You can go and experience it. Basically, their operations staff don't have to worry about where these things come from. We help them with shipping, management, returns, and customer service complaints. These are the two things we are currently doing, mainly providing two services: event tools and points mall. Operation service content Our backend provides data management and data tracking capabilities. For example, we can know how many prizes were given out in the event, how many users actually received the prizes, and how many users visited the page. The big wheel and lucky draw are a complete set of activity templates that you can configure according to the tone of your App and user preferences. This actually greatly reduces the workload of front-end development. For example, if you are organizing an event on your own front-end, it may take two weeks just to schedule the event, but with our tools you can directly configure and use it. Including how orders and prizes come from, and the next two steps can be used to configure the prizes. If you don't even want to do the matching, we provide a complete set of solutions that you can directly put on your own App. In the points mall, the homepage skin is completely customizable. The location, coupons, and appearance and location of the activities you want to display on the homepage can all be changed under the layout of the points mall. The entire page is a complete configurable management background. In other words, if you create such content yourself, the manpower and R&D costs will be quite high, you will also need to have very high operational skills, and it will be extremely energy-consuming. However, it only takes a few minutes to get started with the points mall, so you can completely save on technical costs and focus on content operations. These are the experiences we have summarized and explored in the process of in-depth cooperation with hundreds of companies. We can help you avoid the pitfalls encountered when doing activities. Therefore, after continuous improvement and optimization, we have achieved the current results. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @丁晨 compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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