I spent 5,000 yuan in 4 months, and the number of registered users increased from 0 to 830,000. I only did these few things!

1. Background In April 2015, out of the infinite sentiment of a designer in our company, we made a sentimental application (drawing tool application).

The first version of the app took two weeks from design to development, and was launched on April 15th. Everything happened quite suddenly... Because this is not the core business of our team, the subsequent promotion work was also rather casual and not done in a very systematic way, purely for sentimentality! ! ! 2. Product Packaging Subjectively, I feel that it is too difficult to promote this app, and I hope to include several layers of concepts to make it look more classy. So I roughly extracted a few keywords: "ZERO—Reset the world to zero, minimalism, art, black and white, high-end", and also prepared the corresponding content for these keywords: ● Minimalist lifestyle ● Minimalist dressing style ● Simple literary works recommendation ● Easy-to-use time management method ● Simple home bedroom design ● Simple breakfast recipe ● Movie lines, lyrics, book excerpts…………. We used this drawing application to make a lot of pictures, and matched them with different articles, or directly used these pictures to make h5. Then we posted all these contents to some literary communities such as Same, Douban, Pianke, and Jianshu to attract the earliest attention. This left a very high-end impression on users at the earliest stage and made them full of expectations for us. For example, this kind of pretentious text:

Don’t underestimate this set, it will be very useful in the later stage. These were originally the labels we gave to our own apps, and were later widely used by major platforms that recommended us, so that all users who come into contact with our apps have a first impression before they use them: literary, high-end, and minimalist. 3. New products on the shelves 1. Free redemption code At the beginning, it was a relatively rough application (although it is still rough now, haha), and we were not in a hurry to spread it out. We chose to put the paid version on the shelves. At the same time, we used the free redemption code of the App Store to attract about a hundred users to download and experience it. (Actually, wow!! I made an awesome app! But it’s free, but if you want to try it, I have a limited number of free codes, do you want to come? Sure, sure, give it to me, I’ll download it now!) These more than 100 users were the initial users. I added each of them on WeChat or QQ. I talked with them every day, collected their feedback, and then improved the product. 2. New product recommendation platform The second version was released on May 2, 2015, and we slowly began to promote it. The first step was to choose some new product recommendation platforms, such as 36氪next, mindstore, demo8, etc. These places are mainly composed of Internet industry practitioners, and we can receive many improvement suggestions from professional product managers . I probably got about 300 to 400 downloads, and also added a lot of contact information of people in the circle, so that’s good. 3. Application recommendation platform (spent 1,000 yuan in royalties) Around mid-May, the third edition was released, and the Android version was also available at the same time, and we started to really promote it. We started to scan the free recommendation platforms one by one with the copywriting content we had written previously, asking for recommendations. 1. The most beautiful application ● ZERO – Let the world return to zero ● Pure and clean space – App Top 5 2. The minority ● A great tool for lazy people to share their moments, with simple photos and words: ZERO 3. Love Apps ● [A must-have for young people with literary talents] Zero: ZERO 4. LovePitPie ● LovePitPie – Discover interesting apps 5. Digital Tail ● Let the world return to zero, Zero application recommendation 6. Krypton TV ● Krypton TV | Gemini Special - 5 apps I recommend to myself ……… Niche software, Zhijianer, Xianyou, app daily push, etc. 4. Various forums, I won’t say much about this, they are all old routines After this wave, we have basically reached 40,000 users, and the first batch of seed users have been obtained. We added a “Tattling” function to the product. Maybe the name was well chosen. In the past month, we received more than 3,000 tattling reports. I had to reply to them one by one... I was so tired, but they are all users! If we serve them well, they will basically help us advertise for free on WeChat Moments or Weibo, and it has indeed brought us closer to early users and increased user stickiness.

4. Android App Market (the largest source of free apps…) Because I have been on the most beautiful apps and the minority, the app market has been really smooth sailing. 1. New product self-recommendation: You can write an email to apply by yourself. We have applied for the banner position in Xiaomi App Market, the homepage recommendation of Meizu, and the candidate for 360 Dandelion Award. These two locations of Xiaomi and Meizu brought us at least 100,000 users in two weeks.

(Is this flattery acceptable??) 2. First Release Don't miss every launch! ! Basically, we have applied to all the top ten Android application markets in China. If we fail, we will switch to another one. There will always be one willing to accept us. One Xiaomi launch, two Meizu launches, one Huawei launch, one 360 launch, and one App Store launch , bringing us nearly 200,000 users. ● Meizu

● Xiaomi

3. Self-recommendation on special topics Back then, you could still recommend yourself for many market topics, but now... oh... First, join the open platform group of each application market, recommend yourself with applications that match the tone of your own application, write a topic name and paragraph copy, and apply by email. The chances of success are not particularly high. Some markets will prepare topics in advance and respond to applications on their own, so this will test your own writing and bragging skills. I have participated in more than a dozen special topics, big and small. During this period, I think the special topics on Wandoujia have brought more content, because a special topic sometimes lasts for a month for promotion. The topic should have brought us 50,000 users. After the Android market is completed, with some self-growth, we basically have more than 400,000 users. 5. AppStore The volume for iOS is more difficult to handle, and our principle is relatively simple. We don’t have money, so we won’t do anything that costs money, and we will do all the free things as much as possible. Let me talk about a few small iOS channels: 1. Fresh Pomelo Community Xianyou is a limited free collection, and developers are welcome to join the community to recommend their applications. After we entered, we first posted some relatively high-quality content, and secondly, we established good relationships with the community editors. Then we got a recommendation and found more than a thousand iOS users.

2. Weiphone, PP Assistant , Apple Garden and other Apple user communities Don’t post spam posts. Write some special app sharing posts according to the community tone. At the same time, attract the attention of the editor, get a few official recommendations, and easily get 1,000+ iOS users. 3. AppStore There are only some crooked tricks for this. I did see before that it said to add the AppStore editor’s LinkedIn, but I tried... and never got added. Then I chose email. I sent the Chinese version at first, but it fell on deaf ears.

After that, I wrote a long English version of my application:

Then... I finally got a reply. Great, I obviously got your attention.

After that, we communicated via email several times, introducing our product, what new iOS features we used, recent promotion plans, how our app improved users' quality of life, etc. . . Finally, more than two months later, we were seen on the AppStore:

After being recommended by the AppStore special, the number of downloads showed a clear upward curve, and accordingly, it also rose a lot in the category list, reaching its highest point at tenth in the category list. Then you can continue to use the "Recommended by AppStore" to ask for recommended positions in major Android markets. At the same time, if you do a little promotion yourself, the various application recommendation platforms will not be reluctant to recommend you again. (ps: I learned this trick from the operations experts at Keep. It is said that they sent hundreds of emails. Now Keep is also a built-in application for Apple store experience machines in China. So you can try it anyway. What if it succeeds?) This wave of iOS users has basically exceeded the 200,000 mark, and the total number of users has reached more than 600,000. During this period, we also did a lot of other sporadic promotions, such as: ● Find some literary Weibo accounts and QQ space accounts to discuss free cooperation and mutual promotion ● Send private messages to some high-voted answerers under some app recommendation questions on Zhihu, and recommend your own products in the hope that they can be added to their answers ● Cooperate with some Douban groups to do some relatively simple online activities and provide some prizes ● Create a ZERO channel in same, and invite many same users to post pictures made with our app in the channel ... ps: Starting from October, because the company's main business is really too busy, there is basically no time to do any promotion work, and the application is also in a self-growth state. Basically by mid-November, the total number of users exceeded 800,000. Excluding the personnel costs of me and another partner, the total promotion fee was less than 5,000 yuan. ps: Now the number of users has exceeded one million. After discussing with my friends, we plan to make an iteration in July, still for the sake of sentiment...

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