Your big V has run away, and the operations staff should check themselves: Have they done their job well?

Wukong Q&A (Toutiao Q&A) poached 300 big Vs from Zhihu, and the Devil Dad who broke the news became a hot topic. After being attacked with all kinds of words, the Devil Dad explained the matter on his official account and expressed his opinion on "Is Zhihu really a pill?" He severely criticized Zhihu and scolded those who secretly took screenshots of the Moments . In fact, Wukong Q&A has publicly announced that it "has never prohibited anyone from posting content on other platforms." The move by Devil Daddy is undoubtedly an attempt to take the blame.

The incident of the Zhihu celebrity being signed is actually a reminder to operators that if the operation methods are used improperly, your users will be lost. It is time for operators to conduct self-inspection of the APPs they operate.

1. Is there a problem with the product?

1. Your product is running too slowly

The APP in the mobile phone always prompts to update. The APP updates so frequently. In addition to fixing bugs, it may also be to launch new features. The number of apps in each industry is actually close to saturation. If they run too slowly, they may be eliminated by the market.

Although Suishoupai APP and Miaopai APP are both short video applications under Sina Weibo , the number of users of the two is very different. Suishoupai APP is positioned as the most exciting life short video community, while Miaopai APP is positioned as a super popular short video sharing platform.

Miaopai APP/Suishoupai APP

By opening the pages of both apps, you can clearly feel that Miaopai APP has made detailed classifications of videos. However, the Snap APP does not classify videos, so users cannot find the videos they want in the shortest time.

Miaopai APP/Suishoupai APP

Click to record a video, Miaopai APP provides users with a large number of stickers to meet users' needs in various scenarios, while the number of stickers in Suishoupai APP is relatively small.

If an APP cannot perceive the preferences of users, develop more features that users like, keep an eye on competitors, and respond to the actions of competitors, then this APP will sooner or later be defeated by other APPs.

2. Your product has reached decline

In the article "APP Operation: How to Operate the Four Major Life Cycles of a Product" written by Hezijun, the life cycle of APP has been introduced. When your product enters the decline stage, users will leave in large numbers. If you do not explore new possibilities for the product, you will eventually have to face the fact that the APP will cease to operate. The closure of Pengyou.com and the immediate suspension of Douban operations are the best warnings.

Not long ago, Zhihu launched the [Ideas] feature. The information posted within [Ideas] is arranged in an information flow format. After following a user, you can view the [Ideas] posted by that user. Many people ridiculed this feature of Zhihu as being similar to Moments, but Zhihu's product manager announced that "the demand for lightweight content does exist." Indeed, the Zhihu community is good at inspiring users to produce content, not to mention that there will be high-quality content among lightweight content.

Zhihu's [Ideas] function is actually a brand new attempt at Zhihu as a product. As to whether it can stimulate users to produce more timely and excellent content and enhance interaction among users, it will probably take time to verify. But this is also a new exploration for Zhihu, a product that has been on the market for 6 years.

2. Are the operations staff doing their job?

1. User stickiness: the importance of user interaction

With the development of the Internet today, the term user stickiness can no longer be measured simply by the length of time users use the app. Box Jun has always held the position of "communication between people" in user operations . In other words, in order to keep users in an APP better, communication between operators and users, and interaction between users, are definitely indispensable.

I believe everyone knows the APP Xiaokaxiu . There is an APP that can be said to be the ancestor of Xiaokaxiu - Dubsmash. Users use this product to record their own performances and share them among their social relationships. Because the product is novel and interesting, Dubsmash topped the APPstore list on the seventh day after its launch. Judging from the data, this product is indeed excellent.

Although this product is simple and easy to use, it only focuses on the product and does not provide good interaction between users. Users cannot communicate with other users and can only let their friends see their videos through social relationships. This approach has very limited effects on video playback and dissemination. Dubsmash did not help the users of the product form new social relationship chains. Ultimately, due to the limited creative ability of users, this short video product was submerged in many apps.

Human beings are social animals. Sometimes, a hobby alone can bring them together, whether it is the original social relationships or the social relationships built by the operators. As long as they can build their own group, they will naturally stay here to play.

2. Your users leave easily: the cost of leaving is too low

The above-mentioned good interaction between users is actually part of the cost of users leaving. Imagine that everyone is playing in the same place, and you suddenly say you want to leave. What will you lose?

• The content you produced, the number of likes it received, and other people's comments about you are all gone.
• I worked so hard, but all the points, medals and levels I got from daily sign-in were gone.
• If you no longer have the same hobbies as your friends, you will find nothing to talk about even if you have a good relationship.

In general, when you choose to leave an APP, all your actions on the APP and all the honors you have received in the APP will be wasted. If you don’t care about these, you can just leave gracefully.

For operators, in order to prevent users from leaving so easily, they must increase the cost of user leaving. The most common way is the user incentive system. Using the user incentive system, users are required to complete the behaviors specified by the system to obtain rewards such as medal levels. The introduction of the user incentive system helps operators cultivate user usage habits, while the glory that has been obtained makes users feel conflicted when they leave.

Summarize

User churn often occurs. When analyzing user churn, it is important to figure out whether there is a problem with the product or with the operation, and then find a corresponding solution. For those lost users, they must be recalled in time, and for those big V users who have been poached, just let them be. After all, the platform and users complement each other, and you may not shine brighter if you go to a new place.