How to solve the problem of users’ independent dissemination and sharing in APP operation?

Are you a good APP operator ? How many users does your product have? What is the total cost of acquiring these users? How is the user stickiness? ... Before I even think about the first question, several questions pop up. So am I a good APP operator? Don't think about this question first. Is it a good operator? I don't have the final say. Even my peers don't have the final say. The boss has the final say, right?

I am thinking of a few thoughts arising from these four questions:

1. How to continuously acquire more users

2. How to reduce the cost of acquiring users

3. How to continuously acquire users for free

4. How to improve user stickiness

Later, a friend revealed the secret. He said that the ultimate goal of APP operation is to let users actively share and spread it. Think about it, this is indeed the case. Users are willing to spread the APP on their own because they 'fall in love with the product'. When countless users 'fall in love with the product' and spread it on their own, the problem of stickiness is naturally not a problem. Then, because of the users' voluntary sharing, we reduce the cost of user acquisition and add a channel for free user acquisition, thereby continuously acquiring more users.

Back to where the dream began, am I a good operator? Before answering, I may have to ask myself whether 50% to 80% of my users have spread the word of my product on their own.

To solve the problem of users spreading information on their own, some people say that material incentives are a way. Indeed, money makes the world go round. However, some users come only for the rewards. Once they get the red envelopes, they have to leave. It’s not that the users are unromantic, but that reality is so cruel. The method of material incentives only temporarily solves the problem of user sharing and dissemination, but does not solve the two most important words of the problem: "autonomy" or "voluntary".

After all, we still have to return to the product itself!

Why are users willing to share? Is it because it is practical? I am afraid this is not enough, especially for tool apps that are of practical nature. The problem of low frequency of use has always been a prominent issue, even for the giant Alipay . So, to be reasonable! Master Chan thinks that if the tool-type APP functions are practical and fun, this problem may be solved.

Let’s take a look at several beauty apps to see how they combine practicality and fun.

First example:

A supermodel angel maker in a beauty APP. The main user groups of beauty APPs are female groups. Girls all want to have an angelic face and a devilish figure. Therefore, this APP fully grasps the pain points of users and launches a very interesting supermodel angel maker function. Conventional photo beautification is a conventional and practical function, and there is also a transformation function?

This function fully captures the user's love of beauty, and while maintaining its practical function of photo beautification, it adds entertainment functions, making photo taking fun, increasing user usage frequency and stickiness. Users are very willing to share interesting things! What's more, they are the protagonist.

Second example:

The profile picture function of a certain APP allows users to choose the style of their profile pictures based on templates, including funny, cute, and playful ones. Of course, the templates are presented to users with celebrity profile picture effects. Girls nowadays love to chase stars. When they see their favorite celebrities in this profile picture style, they are so beautiful and charming, wouldn’t they want to use it? Every girl has a dream of becoming a star.

In terms of user sharing, this beauty APP uses a routine, that is, the profile picture will be automatically saved only after sharing. Considering that this is a newly launched function, the operator may hope to use this method to quickly spread the information of this new product function and continuously bring new users to the product. A user’s circle of friends is extremely valuable, and sometimes using some small tricks is inevitable during the operation process.

Article 3:

The main slogan of this beauty APP is "Love beauty and love fun", which shows that it pays great attention to the combination of "practicality" and "fun", so it has many "fun" functions, such as story puzzles, crazy changes, photo stickers, photo retouching lab, etc., all of which have the characteristics of "fun" and even " games ".

The new feature of this APP allows users to spend a warm winter holding cute pets. After taking photos, users can use this function to turn themselves into various cute pets. From the user's psychological perspective, winter is here, and girls go out less frequently at night . At this time, their favorite thing is to lie in bed and play with their mobile phones, and taking selfies and beautifying themselves are the norm. After girls use this function to turn themselves into cute little bunnies or other adorable pets, sharing the photos on their Moments becomes a natural process while they laugh.

After looking at the above three examples, we find that beauty apps all meet user needs by adopting relevant functions that combine practicality and fun, and through the relevant functional features of "fun", taking photos is not just about taking photos, but also about entertainment. The combination of the two can solve problems such as low user usage frequency and low willingness to share. Finally, I personally feel that returning to the product itself is the essence of our solution to various problems.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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