One article is enough! APP promotion is so simple and easy to understand (10,000 words of dry goods)
The author of this article combines his many years of promotion experience to analyze how to operate and promote a product from the aspects of understanding the product, CAC/LTV/PBP, channel placement, budget, self-propagation, etc., using examples. Part 1 Understanding the Product 1. What is the product? At the end of the day, the product is a business. No matter how complex a product is, it can be broken down into businesses. For example. Let’s take a look at Zhihu. Many people think that Zhihu and Baidu Knows are very similar. In fact, Baidu Knows is designed to solve the questioner's problem. And improve the richness and satisfaction of Baidu search. We are in the search business. Zhihu is in the content business. On Zhihu, it doesn’t matter whether the questioner is satisfied or not. Once a question is raised, others can modify it at will. Which answer is better does not depend on personal likes and dislikes. Anyone can click Like, Thanks or Not Helpful to change the display weight. Zhihu has designed two modes: big V recommendation and official recommendation. When you open Zhihu, you will see the timeline of the big Vs you follow, who He Caitou liked, and Wang Zhuo wrote the answer to furniture again. This is recommended based on your (your favorite big V's) interests, and Zhihu officials will also make recommendations. This ensures that you can see things that interest you and some new and interesting things. Favorites are designed and you can also follow favorites. Designed to be the hottest at the moment, so you can see the hottest topics at the moment. All of the above allows high-quality content to surface as soon as possible, allowing content creators to receive rewards that are much higher than Baidu Knows' points. All of this ensures the production of content on Zhihu. Zhihu, which has gathered a large amount of high-quality content, can monetize in two directions. One is the content creator, who can obtain high-quality content through paid means. The current attempts are worth it . The other is the content consumer, who has very high-quality traffic in itself and can monetize through advertising. Currently, Zhihu's advertising is still very restrained, and there should be big moves in this area in the future. It is estimated that it will be real-time bidding advertising based on interests. ▼ Illustrated Zhihu 2. The relationship between products and operations So what roles do products and operations play in doing this business?Products are responsible for building this business. Operation is to verify whether this business is feasible.Product Dog and Operation Cat Note that verification can precede production. An example was mentioned in "The Lean Startup ". A company wanted to develop an office software, but didn't know whether it hit the user's pain points. So the operation department made a fake video to introduce such an application and its functions. After it was put online, it attracted a lot of clicks, and many netizens left messages asking where they could download it. So the company worked overtime to speed up the development and finally achieved great success. From the direction of a company to a certain function of a product, operations can use low-cost means to help explore the way for the product in the form of activities or communications. After the product is formed, operations need to introduce suitable users at the right stage and with the right methods. For example. An online education company where I previously worked reached a cooperation with the Ministry of Education. The Ministry of Education needs to carry out publicity and education on fire warnings, and the method is for users to register on the App and then do questions on it. However, this education only targets young students (children from kindergarten to first and second grades), resulting in a large influx of very young children and parents into the App in a short period of time. The main function of the App: real-time online question and answer service, which is actually mainly aimed at junior and senior high school students (parents can usually handle elementary school questions). Therefore, this group of users is not of great value to the App at present, and has seriously affected the atmosphere of community communication. Furthermore, this group of users is likely to affect the operations and product judgment of their own business model and lead the product in the wrong direction. Introducing the wrong user 3. How to understand a business? LTV vs CAC Let me first popularize two concepts. The total profit (note that it is profit, not income) that a user brings to you during his or her entire life cycle, from registration to uninstallation, is LTV (Life Time Value). The cost of acquiring a user is CAC (Customer Acquisition Cost). It can be said that LTV and CAC are the yardsticks for measuring a business. There are two types of business: ● Products with LTV>CAC generally have a very clear way to monetize. At this time, the operator only needs to continuously add users, the more the better. ● LTV<CAC cannot be profitable in the short term, and generally lacks a clear way to monetize. But due to the characteristics of mobile Internet (everyone is a self-media ), as long as the product really solves a problem. Then once the user base reaches a certain scale, such as hundreds of thousands or millions of real registered users or even active users, self-growth can definitely be achieved. Therefore, the promotion at this time has only one purpose, which is to reach this point faster. So at this time, the best criterion for judging promotion is whether it helps you reach this point faster. The case of online education mentioned earlier is of no help in this regard. Product model, market environment and user characteristics For a business, we can grasp it from three aspects: product model, market environment and user characteristics. Let’s take a case where LTV>CAC and a relatively simple product: Points Wall . ● Product model: The business of the offer wall is simple. Advertisers (CP) need downloads; there are many people in life who have spare time and want to make some money. However, if advertisers directly contact people, for example, by posting on a forum: "I will give 2 yuan to anyone who downloads my game ", the operating cost is too high and it is not sustainable. So there came into being a vertical points wall, connecting advertisers and users. As the executor, the points wall undertakes the needs of CP. It is then presented to the user in the form of a task list. Users receive tasks from it, complete tasks such as downloading, registering, and trying out the game, and then get points. Points can be redeemed to Alipay or WeChat. At the same time, the main significance of large-scale downloading behavior for Android is to generate data (people who download your app for money will have very poor subsequent retention), and it has a deeper meaning for iOS. Because of the closed-loop ecosystem of the App Store, there is not much that CP can do. Large-scale downloads can change the ranking of an app in the free list, paid list, or keyword list. The ranking can be influenced through a points wall, allowing the app to gain natural downloads. ● Market environment: Points walls were very popular in 2014 and 2015, mainly for the following two reasons: 1. Mobile Internet is developing by leaps and bounds, and there is a lot of hot money. Those who have not raised funds need to create data to raise money; those who have raised funds need to create data to show the market and competitors. The points wall is the cheapest platform for increasing volume. Wangjing Soho's street promotion 2. Users are curious At that time, users would go to the App Store’s overall rankings to see if there are any apps they have not used, and download them to see if they are fun. In this case, the resources available to users, namely tasks, are divided into large applications (under BAT) and small applications. Large applications have a constant demand for volume. Small applications are sporadic. In this way, when a user logs in, he can complete the tasks of several or dozens of large applications in a very short time. After that, you can occasionally get small tasks. ● User characteristics: It takes users about 5 minutes to complete a task, and they will generally receive a reward of 1-2 yuan. In this way, a new user may get a reward of 10-30 yuan within 1-2 hours. After that, you may get a 1 yuan reward every 1 or 2 days. The value of the platform to users is simple: make money by completing tasks. So what kind of users are the target users of the vertical points wall? 1. Lack of money. Only those who are short of money will treat 1 dollar as money. 2. Boring. Only people with a lot of free time will spend an hour downloading apps to earn 10 yuan The two dimensions intertwined together are our target user group: 1. They should be users from third-tier cities, or poor young people in first- and second-tier cities . Reasons: Prices in third-tier cities are low, and 1 yuan is money; work in third-tier cities is generally less busy, but there is a lack of entertainment, so there is more time to be bored. 2. Vertical user groups include: ● Pregnant women (women who are more keen on saving money; they are not mobile, and they have to take care of their children, so their time is fragmented and boring) ● Factory workers (low income; extremely boring work, and lack of entertainment at night) ● Students in third-tier cities (lack of money; bored, and have no other entertainment except playing games) The matching degree of the above three user groups decreases in turn. Subsequent user research and promotion experience proved that our user positioning was relatively accurate. Okay, after clarifying the above three points, let’s deduce this business. Assume that the cost of acquiring a points wall user is 8 yuan. As mentioned earlier, the tasks of a vertical offer wall are generally composed of several stable large applications and irregular small applications. On the first day of user registration, users can complete tasks for about ten large applications. Assuming that each task contributes 1 yuan of profit to the platform, the LTV is already greater than the CAC. After that, you may occasionally complete a task and contribute 1 yuan. When the number of tasks became too few to tolerate, he left. Obviously, the points wall meets the first type of business, and the monetization path is extremely clear and concise. Therefore, we can see that in the second half of 2015, vertical point walls experienced a growth spurt, and many new players entered the market. However, starting from Q2 of 2016, the points wall began to shrink. This business is not doing well. Because the market environment is changing. First of all, there is less hot money, and those who have tried to switch to entrepreneurship have almost all tried it, even the O2O model with heavy weight has almost all been tried. Venture capitalists won’t even look at products without a clear monetization plan. So you see, live streaming has become popular this year. On the other hand, users' usage habits have changed a lot. Look at the people around you now, it’s good enough if they can update two apps a month. Including the App Store’s keyword list, everyone feels that it is not as effective as last year and is not attracting much traffic! In the past, I might search for travel apps to see if there were any good ones. I saw Tuniu, which looked good, so I downloaded it and took a look. Now, I know I want to download Tuniu, and then I go to the App Store. Even if the first search result is Qunar , the second is Ctrip , and the third is Tuniu, will I go to Qunar and Ctrip? The change of Baidu index of 3w Coffee Shop, a synonym of entrepreneurship Market changes have resulted in a decrease in the number of large applications with large budgets, while also cutting budgets in this area. There are fewer new apps, and budgets are used more cautiously. What did this result in? When users of the points wall come up, they find that there are only 5 applications they can work on. After completing them, they have to wait for three or four days before getting another task; then they have to wait for a few more days before getting another one. Would anyone keep your app just to make 1 yuan in three days? It's boring. This resulted in two phenomena:
Typical LTV & CAC Changes 1. LTV For example, the one-yuan treasure-hunting product I am currently operating - Duobaoba, will provide a 30-yuan red packet to each registered user in the subsequent promotion, allowing him to place a bet (purely hypothetical). Then my CAC is 30 yuan (excluding the promotion cost of touching this user). This user established a connection and trust with me by betting 30 yuan, so he will continue to bet on my platform in the future, and finally he bet 2,000 yuan. Assuming the gross profit margin is 10%, our final profit will be 200 yuan, and the net profit will be 200-20=180 yuan. Well, let's assume we invest 1 million, excluding the cost of salaries and servers (assuming 500,000), we can get 25,000 users and make a profit of 2.5*180=4.5 million. Okay, now I’m only one million short! The profit of 180 that each user can contribute in their lifetime is the LTV. Of course, the actual LTV is more complicated and needs to take into account the user churn rate, so the relatively accurate calculation formula for LTV is: (The frequency of purchases made by a customer each month and the gross profit margin per order) × (1/monthly churn rate) Let’s take the example of treasure hunting. Assume that Duobao gets 1 user today, who makes 10 purchases per month on average, with each purchase worth 100 yuan. The gross profit margin is still 10%, and the monthly churn rate is 70% (that is, only 30% of people are still playing in the second month). Then LTV = 10 × 100 × 10% × (1/70%) = 142 yuan. Almost all user operations work revolves around this formula. Let’s take Taobao as an example. 1. Taobao through trains on various websites recommend hot-selling products related to the keywords you recently searched on Taobao → purchase frequency; 2. Daily push. The current Taobao push routine is fixed copy + recent keywords. For example: Everyone has an #inflatable doll# in their heart → Purchase frequency 3, store coupons, set to 20 off for purchases over 199. Then you find that the most expensive item in the store is 198, so you can only buy one more. In fact, the real setting may be 20 off for every 400 → average order value each time 4. Get the goods from the source as much as possible to reduce costs → gross profit margin 5. Retain users through SMS push, marketing emails, and coupons that take effect at a fixed time, prevent churn and complete recall → churn rate 6. Points system + user level, improve sense of achievement and gain benefits → churn rate ...Taobao user rating system 2. CAC In the Duobaoba case just now, the 30 yuan red packet provided to users is the customer acquisition cost, or CAC. It should be noted that CAC is the cost of acquiring effective users. For example, you invested 1,000 yuan in channel A to obtain 100 registered users, of which only 20 placed orders. If you invested 1,000 yuan in channel B and got nothing, then your customer acquisition cost is (1,000+1,000)/20=100 yuan. We have seen many applications in 2015, such as Chunyu Doctor, Didi Taxi , Yigu Fresh, etc., all of which are fighting hard in one city after another. We will focus on launching in only one city for a period of time, and focus on covering various channels such as DSP, DM leaflets, elevator building bus stop signs, paper media, local public accounts, etc. This is because only when the user density reaches a certain level can potential energy be formed, allowing the product to quickly attract traffic and even spread on its own. For example, the online education application that I worked for before was launched in Qingdao, Shandong within one month, with all channels fully rolled out and even many attempts to enter schools were made. After that, due to budget tightening, promotion and investment were basically stopped. However, the number of users in Qingdao is still growing steadily, and user retention is significantly better than other regions. The reason is very simple. Because children live in a small circle with relatively concentrated groups of people, they have a strong herd mentality. There are 40 children in a class. If you let 20 of them use your app, soon everyone in the class will use it. And out of herd mentality, you won't uninstall it easily. In this case, we can see that CAC is not static and cannot be evaluated through simple multiplication and division. Herd mentality 3. PBP PBP is the rate of cost recovery, or the rate of capital turnover. Even if LTV>CAC, there is still a risk of game over if PBP is too long. For example, in the one-yuan treasure hunting example mentioned above, if you really took 1 million and invested it all in attracting new users, it would take 2 years for the user’s LTV to be equal to CAC. So in the next two years, do you want to increase the user base? Of course! In order to reach the self-growth point faster, we must seize the opportunity to gain users. Moreover, in the current market, whoever has a larger user base will survive. However, if the money spent cannot be recovered, the pressure on capital will become greater and greater, and there will be no need for continuous financing. This is relatively easy to solve when the market is good, but it is very dangerous when encountering a capital winter. The large number of O2O companies that died in 2015 is also closely related to this point. Capital Winter Now let’s go back and look at the vertical offer wall example again. When market conditions are good, his LTV>CAC, so his product model is very clear, which is his advantage. However, its scalability is very poor. We have seen that various points walls on the market have put a lot of effort into increasing usage scenarios, such as Qianka’s one-yuan treasure hunt and rebate mall. However, it is difficult to find business expansion options like downloading apps that are simple enough to operate and have a broad enough market (the sample demand for questionnaires is too small to satisfy the volume of users on the points wall; the Zhubajie-style Witkey model has a long implementation cycle and high management costs), which limits LTV and makes it difficult to increase it. At the same time, the PBP of this model is very short, so short that it only takes 1 day to recover the cost. In this case, product experience is no longer that important. This means that the most important task of the points wall is to attract new users and clean up users. By continuously washing users, we can expand the turnover and increase profits. This is destined to be a business that makes quick money and is greatly affected by the market environment. Part 3 Principles of Obtaining Traffic User time is water, and channels are pipes. Channels have different properties and bring together users of various categories. Various channels are constantly changing and dying. As channels change, previous experience will become invalid, but principles will remain valid in the long run. This article summarizes the principles of change of three channels, hoping to be helpful to everyone. 1. Horizontal dimension: The traffic that can be obtained in one channel is limited. The more traffic you want to acquire, the more expensive your CAC will be. Let’s still take the example of the vertical points wall (I can’t help it because I made this product). Do you remember our user portrait? 1. They should be users from third-tier cities, or young people without money in first- and second-tier cities . Reasons: Prices in third-tier cities are low, and 1 yuan is money; work in third-tier cities is generally leisurely, but there is a lack of entertainment, so there is more boredom. 2. Vertical user groups include: pregnant women (women, more keen on saving money; inconvenient to move, mothers have to take care of children, and their time is fragmented and boring) factory workers (low income; extremely boring work, lack of entertainment at night) third-tier city students (lack of money; bored, no other entertainment except playing games) The matching degree of the above three user groups decreases in turn. Sina Fuyi’s delivery dimensions Okay, now I want to invest in Sina Weibo ’s Fuyi system. I will invest in mothers in third-tier cities first because they are the best match. Now I have 1,000 effective users every day, and the CAC is 3 yuan. Then I wanted to continue expanding, so I invested in all users in third-tier cities. After a week, I calculated that there were 3,000 effective users every day, and the CAC rose to 6 yuan. If that’s not enough, I will expand it. No matter what tier of city it is, I will invest in all students. Well, we now have 5,000 registrations per day, but the CAC has increased to 15 yuan. You see, as the delivery becomes more and more extensive, the user matching degree becomes lower and lower. Although the traffic is expanding, CAC is also increasing synchronously. 2. Time dimension: The cost-effectiveness is highest in the early stage of the channel, and the value decreases as time goes by. Taking the points wall as an example, there is a very precise channel, which is 58. Who are the main users of 58? Low-income groups have more free time and treat 1 yuan as money. Moreover, they will treat the tasks of the points wall as a part-time job, which is highly compatible with the points wall. Facts have also proved that the LTV of users of this channel is much higher than that of users of other channels. So, when DouMi first launched part-time advertising space, the price in Beijing, a first-tier city, was 5,000 yuan per month, but it could bring you more than 3,000 effective users, and the CAC was extremely low. However, as more and more vertical points walls discover this channel, the channel will also proactively contact the points wall developers in order to increase the selling price. The price of advertising space has skyrocketed, increasing fourfold in just two months, with the CAC reaching 8 yuan. So, when you find a channel that is very suitable for the operating model and user characteristics of your product. You must be decisive and enter first. At the same time, we must always pay attention to market changes and maintain a keen sense of smell. Any adjustment may make some channels no longer valuable and may also create some new high-value channels. 3. Matching dimension: The more suitable the channel is for you, the cheaper it is; the more popular the channel is, the more expensive it is. Let’s take 58 as an example. The part-time package does not have much value to other products. Why not post a job and let them register for Didi Taxi and then take a taxi? Please, this can only be regarded as fake orders, the retention rate is extremely poor, and the CAC will be extremely high. But the vertical points wall itself is a form of online part-time job, so users coming from 58 will have very good retention and LTV contribution. This is also the reason why 58’s promotion channels were very cheap for vertical points walls in the early stages. Based on the above points: 1. Find the channel that best matches you. 2. Once you find it, enter it boldly. 3. The channel will gradually shrink, so keep looking for new channels. Therefore, attracting new customers and establishing channels is a long-term task. It requires experienced people to pay continuous attention, people with execution ability to push it forward quickly, and a considerable degree of freedom to make independent decisions. Part 4: Self-propagation Split, detonate, and swipe the screen... Starting with the "Encircle the Nervous Cat" and the "Ice Bucket Challenge", a magical word has emerged in the mobile Internet era: self-propagation. When users complete their experience, they share it on their social circles, and their friends continue to participate, forming a communication chain. We have seen many cases of WeChat Moments spreading, such as "Do you understand me?", "Wu Yifan H5"... Let’s use three cases I have actually implemented to see how to achieve self-propagation of a product. 1. Celebrity Friends Circle Overview: This activity was launched in June last year. When it was launched, it was pushed through a public account with 20,000 followers. The first wave of users who generated Moments consisted of about 500 people. In the next two days, more than 2,000 people created their own Moments, and the page had 40,000 unique visitors. However, in the end, only less than 100 users showed up. Part of the review of the virtual circle of friends : 1. Advantages ● Easy to participate. Users only need to click the "Create Moments" button to see a virtual Moments with updates from celebrities and the opportunity to interact with them. ● Vanity of willingness to share. It feels great to see celebrities interact with you and flatter you. 2. Problem ● The communication material is too complex . Users can only see the page after seeing the pictures and texts and clicking in. And it takes about 2 minutes to finish reading the entire communication material. ● There is no interaction, the circle of friends generated by the single material is a hard-coded page, and the page obtained by each person is the same, except that the interaction object is replaced by oneself, the interaction content is the same, which cannot satisfy the vanity of users well. ● The joke is too old. The celebrity circle of friends has been around for a long time, and the source code is sold on Taobao. This version does not have any novel features. ● Low conversion rate. The virtual circle of friends is full of content. If you embed an App advertisement in it, users will not notice it easily, so the conversion rate is naturally poor. In general, this time of self-propagation, users’ urge to spread the word was not strong enough (old-fashioned jokes, no interaction), the users were not targeted accurately (completely the general public), and the conversion effect was poor (determined by the form itself). It was a failed attempt. 2. Hot Mom Voting Overview: Okay, next we did our second self-propagation, the hot mom voting. Learn from the first one. 1. Dissemination materials: Hot moms can directly share their children’s pages. Sharing to Moments will show: My baby No. XX XXX is participating in the XXXX competition. Cast a vote for him! This piece of news itself saves the hot mom the cost of explanation when canvassing for votes. At the same time, the domain name of the shared link will be randomly retrieved from a domain name library to ensure that WeChat cannot be blocked (WeChat was very strictly blocked during that period) 2. Voting participation: If you click to cast a vote, you will see a pop-up window allowing you to receive a gift package. After clicking, you will jump to an H5 integration page. Above are the coupon redemption entrances for many maternal and child apps and fresh food apps. We have teamed up with 7 apps, and they all offer great coupons and virtual gifts to voting users. In this way, people who vote get rewards, and the sponsored app also gets traffic, killing two birds with one stone. 3. Mother’s participation: Showing off children is an eternal theme for mothers. Even if there was no such event, she would still post a lot of photos on WeChat Moments. But during that period, there were a lot of activities showing off children, and many of them were not real. The joint organization of multiple apps provides strong trust endorsement. At the same time, we have prizes for the top 100 babies. So mothers are very enthusiastic about participating. 4. Instant feedback: Voting users need to follow the official account. At this time, we get his uniqueid and establish a relationship chain through uniqid. If A votes for B's baby, B will receive a push notification saying, "Your friend A voted for your baby, and you are XX votes away from the previous baby!" This kind of immediate feedback will stimulate the mother to continue canvassing for votes. 5. Distribution channels: In addition to regular distribution, this event specially selected three well-known mother bloggers from Sina Blog. In fact, although blogs are no longer popular, there is still a wave of mothers aged 30-40 on them. Moreover, since there is very little marketing coverage, the price is cheap, the marketing environment is good, and the cost-effectiveness is very high. The soft articles released are completely different from those on the official account. They incorporate the opinions of mother bloggers and are written in a very formal style. Because mothers, especially those who read blogs, will be highly convinced by articles that look like government documents. A very important point in the activity of showing off your children is the degree of conviction. Screenshot of the official account background In this way, our official account that hosted the event quickly accumulated 110,000 followers within a week. The event had 3.4 million UV visitors. Obtained 4,000 valid users. The accompanying prize is a vertical mother and baby public account with 120,000 followers. ps: The entire event cost less than 20,000 Review: The following problems still exist: ● The users are not precise enough: hot moms are our precise users. But the people who vote for the hot mom are not ● The fission factor is not enough: Although the hot moms all have their own circles, but in the hot mom’s circle of friends, the people who vote for the hot mom have only a relatively small probability of being a mother. Therefore, the number of fans brought by the event did not grow exponentially, but gradually stabilized in the later stages of the event. So later I did three-level distribution 3. Three-level distribution Overview: Explain the three-level distribution model. A follows the official account and gets 0.3 yuan (receives a push notification, clicks on it to reach the personal center) A generates a poster for recruiting disciples (it says: I have prepared a red envelope for you! Come and scan the code, as well as A’s avatar and WeChat nickname) and shares it to Moments. B sees it, long presses to identify the QR code, follows the official account, and gets 0.2 yuan. At this time A receives a push notification that your friend B has followed the official account! You get a reward of 0.2 yuan! Later, B also shared the poster. C saw it, recognized it, and followed C, which earned him 0.3 yuan. B, who was C’s uplink, earned 0.2 yuan, and A, who was C’s uplink, earned 0.1 yuan. This model is very similar to pyramid schemes. If a person works hard to spread the word, he can earn more than ten yuan in a day (I know it’s not much, but it’s interesting to make money through relationship chains) If you save up 1 yuan, you can get the red envelope in advance, and the official account will directly send you a WeChat red envelope . User recruitment poster This pattern shortens all immediate feedback to the extreme: ● Once a friend follows you, you will immediately receive a push notification to add money; ● Once you save up 1 yuan, you can withdraw cash immediately; ● After withdrawing cash, you will immediately receive a 1 yuan red envelope, which you can open (think about showing off your baby. Although the mother can receive a push notification to be voted, she has to wait for the 7-day event to end before she can get the prize) I packaged this model into a tool to test your charm and launched it on a public account. Within two days, the number of followers of a public account with 3,000 quickly grew to 23,000. Later it was suspended because the bonus was used up. If bonuses are offered continuously, the growth of fans will be exponential. It only cost 2,000 yuan. We have more than 1,000 valid users, with a CAC of 2 yuan. The accompanying prize is a public account with 23,000 followers, and the promotional copy will convert very well. Screenshot of WeChat public account background Let's review why this self-propagation was more successful: 1. The communication materials are concise, effective and concise enough! It’s just a picture, you can send it anywhere you want, and there’s no need to open it, which saves a layer of funnel; it’s effective, and it tells you directly that I have prepared a red envelope for you, just scan the QR code to get it! 2. The power of communication is strong enough to make money. The strongest driving force, besides showing off, is money. 3. The user targeting is very strong. The points wall itself is a small favor, and it requires people who care a lot about a dollar or two. This activity is aimed at this group of people. So you see. From virtual circle of friends, to showing off babies, to three-level distribution. We are improving the characteristics of self-propagation step by step. Finally, let’s summarize the characteristics of self-propagation: 1. The material is concise and effective. It is simple enough to understand in 1 second; it is effective and attractive enough. 2. Participation is simple and can be completed with simple interaction 3. Instant feedback: After users complete the dissemination, rewards should be given quickly and reinforced through relationship chains. For example, the character analysis of Plato. The reward after the user completes the task is a message in the circle of friends, which comments on his character. 4. Complete self-construction. Truly effective self-propagation is when users complete self-construction during the propagation process. For example, the "Test whether you know me" that was popular at the end of 2014. After users generate their own questions, there will always be people who are more interested in them and have a good relationship with them who will go over to answer the questions. This scene gives the user an illusion that his charm value has increased. Normally, no one would like my posts on WeChat Moments, but now several people come and take a quiz to guess my personality. In this way, users further affirm their own value, or in other words, this small application not only allows them to show off, but also does it in a perfect way. Self-propagation requires constant attempts, and detonation requires luck. Your propagation material is likely to be discovered by a group of matching users and spread intensively. When it reaches a certain density, it will be detonated. At the same time, when you complete the product design, you will find that your design has been modified and deformed due to various product or technical reasons. At this time, we must grasp the most critical communication details, and for the rest, we must be flexible in compromising.Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @colearners compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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1. What is the use of Douyin enterprise certifica...