You don’t need to understand too much, mastering these 6 points is enough to dominate your circle of friends!
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Starting with "Surround the Nervous Cat", many H5 mini games have successfully swept the circle of friends. These low-cost mini-games, with the help of the spreadability of self-media, became popular overnight across the country. In the operation circle, useful articles such as "Getting Tens of Millions of Users in Two Days, See How XX Does Viral Marketing " are becoming increasingly popular, encouraging more and more successors to try to replicate the miracle. Indeed, making a small effort to achieve a great result is the bonus that the circle of friends gives to the operator. Precisely because everyone is continuing to do so, Moments of Friends are flooded with messages more and more frequently, and WeChat has to strengthen its control over viral content to ensure the relative purity of users’ TIMELINE. Nowadays, the difficulty of flooding the WeChat Moments with posts is no longer comparable to the era of “Surround the Crazy Cat”. Two weeks ago, our Jinhui Finance launched a small game #Unlock and See the Secret#, which was blocked by WeChat. In the end, the UV stopped at 10 million and the PV stopped at 100 million. There are a few lessons learned that I would like to share with those who come after me: 1. Game design: facing the seven emotions and six desires The ability of content to be spread and amplified is a prerequisite for screen swiping. To create content that can spread, the best way is to take advantage of human greed, vanity and curiosity (lust? Be careful). #Unlock and see the secret# is a good example. We set suspense in the forwarding title and took advantage of curiosity; set rankings during the game and took advantage of comparison; used red envelopes in marketing conversion and took advantage of greed... There are already many good articles that have conducted in-depth analysis on this area. I only have one suggestion: the spreadability of content varies among different groups of people, and in the end, only a certain group of people may swipe your screen for you. And this group may be far away from the target user group of your product. If this is the case, a situation of "screen swiping is very successful, but marketing is a failure" may occur. At the beginning of content/game design, you should figure out how to reach your product's target user group. For example, if the product is aimed at urban white-collar workers, then "Ten Things People Born in the 80s Know" may be more appropriate than "Test Whether You Are a Typical 00s Person". 2. Technical preparation: A cunning rabbit has three burrows If you are determined to go viral, you must first prepare several certified public accounts and registered domain names. As the saying goes, "A tree that stands out in the forest will be destroyed by the wind." Every public account interface that quickly increases its traffic may be restricted or even blocked by WeChat. If you put all your eggs in one basket, you may be put to death in an instant. #Unlock and see the secret# One small account was blocked for inducing sharing, and two large accounts were restricted multiple times. The game eventually died unnaturally because the two main accounts did not have enough clones after the flow was restricted. Therefore, it is recommended that you prepare more than 5 accounts, activate 3 accounts, and keep 2 accounts as backup. In addition, a blockbuster game with a sales volume of tens of millions has considerable pressure on the performance of the server, database, bandwidth, and other aspects. Be sure to do stress testing in the early stages and try to move the service to the cloud as much as possible. #Unlock and see the secret# Even after putting many services on the cloud, the peak bandwidth usage reached 100M. 3. Cold start: A single stone can cause a thousand ripples Assuming a game takes advantage of a hot topic, such as Valentine's Day, its golden period of dissemination may be only 3 days. In the 3-day life cycle, your starting point basically determines the end point: for example, if 10 people start, you can get 1 million UVs; if 100 people start, the UVs may exceed 10 million. Although this calculation is not rigorous, it is enough to reflect the importance of the number of seed users during cold start. Of course, the more seed users the better, but perhaps more critical is the quality of the users. Here we don’t care whether the seed users during cold start are our target users. The only criterion for quality is how many new users they can bring to me. We tried many channels and found that big Vs and internet celebrities have the best value for money. 4. The first day online: adjust your posture and welcome the east wind. On the first day of the launch, your biggest concern is definitely whether the game can go viral. If traffic increases naturally, then you can start planning your next steps. But it is very likely to be another undesirable situation: the promotion cards are almost used up, but the number of visits still cannot be increased. Does the game have an inherent fatal flaw that makes it impossible to spread? Don't make any final conclusions until you have tried everything you can. Use the funnel model to carefully analyze your data. Do users never come in, or do they jump out at some stage, or are they diverted to other places by you, or is the sharing ratio very low? Check each link one by one, try to change a more attractive title, remove a diversion outlet, or even just change the color of a button, it may be possible to turn the tide and save the collapsing building. Communication is magical. If one visitor brings in 1.1 new visitors on average, then the game will be popular enough to dominate the screen in a few days; but if one visitor only brings in 0.9 new visitors, then the game may not survive the evening. And a 20% conversion rate may be something you can control. Take #Unlock and see the secret# as an example: In Figure A, apart from a red envelope entrance that diverts some users, there is not much brand implantation. When using this version, users are very likely to share and forward it, and the number of visits increases rapidly. Figure B adds a lot of brand placement. It has a marketing effect, but it also interferes with users' forwarding and sharing. When using this version, the traffic will gradually decline. In fact, during the operation of the game , we often use these changes to adjust the rise and fall of traffic. 5. Late-stage operations: Playing under the tiger’s nose If your game can spread naturally, then you can just sit back and wait for it to go viral? Of course it’s not that simple. Many people are only one step away from going viral, but they all fail due to poor post-operation. Post-operation is definitely a highly difficult technical job, because the task at this moment is to challenge WeChat. WeChat will intervene in the spread of your game through algorithms and manual intervention. Let’s talk about human intervention first. There are various prohibitions in the “ WeChat Moments Usage Guidelines”, and the one that is most easily violated is inducing sharing. When your PV reaches 100,000/hour, or your PV increases by more than 50% per hour (these are just empirical data, God knows how they monitor it specifically...), or you are reported in large numbers by "enemies", you will most likely be targeted by the administrator. If your game is set up to induce sharing at this time, the ending will be as shown in the picture on the right. Although after canceling the inducement to share button, contacting WeChat may be able to unblock your account. But after begging for mercy, the previously accumulated traffic will basically be reduced to zero. In order to avoid this fatal blow, buttons that induce sharing must be used with caution, and it is also necessary to create multiple accounts to keep the fire burning. Another type of intervention comes from the algorithm's flow control, which will block the Moments information shared by some users, making it invisible to everyone. Every time your PV reaches a new level, you may be subject to such intervention. Algorithmic throttling comes quietly, and you must be informed of the situation as soon as possible to respond. To this end, you must provide a channel in the game for users to feedback problems. In addition, when you find that traffic growth has encountered a bottleneck, you should first determine whether it is the algorithm that is limiting the flow. It should be noted that each time the algorithm intervenes, different users may be blocked, so do not always use the same account for testing. Finally, since traffic limiting is basically unavoidable, you must need a way to regulate the rise and fall of traffic so as to control the growth of traffic within a reasonable range. We use two methods: 1) Switch traffic freely between different accounts; 2) Actively weaken the spread of the game through marketing diversion. The specific operation process is actually very complicated, and you can only experience it yourself. 6. Ending: Walk away in style We were eventually killed by persistent throttling, probably because our traffic exceeded the red line (although there were some games that achieved higher traffic than us). But in short, a popular game will often be killed before it can even reach the end of its life. So, when the traffic is already considerable enough, it may be wiser not to rush to challenge the ceiling, but to maintain stability and let the game survive for a few more days. However, the game will eventually die, and realizing that it will die, burning it out with great fanfare might be a good option. Of course, this also depends on your purpose of swiping the screen. I once thought about replacing all the game pages with brand hard advertisements to make a wonderful ending. But considering that we are a serious financial company after all, we had to give up. But this kind of thing, just thinking about it is enough. . .APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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