Essentials of the Practical Salon | Qiu Ma analyzes the advantages and disadvantages of the top ten channels from an APP operation path

Too many guests expressed regret for missing the salon in the shop! The waiter spent four hours organizing the speeches at Qiu Ma Salon. It would be your fault if you miss this article again! [Give a thumbs up to the waiter!] 】

Three Essential Axe for APP Promotion
In the PC era, people's way of surfing the Internet was very simple. Basically, they got information through major portals in front of the computer. But now we have entered the mobile Internet era, people's ways of surfing the Internet are becoming more and more diversified, and the time spent online is also more fragmented. Now let’s take stock of the top ten mainstream channels for APP promotion.
Currently, promotion channels are mainly divided into three categories: social networks, online media and application markets .
Social networks include the frequently used Weibo, WeChat, etc. Here I would like to emphasize one product in particular, which is Momo, and I will talk about it in detail later. Online media include major news clients and so on. I believe there is no need to say much about the application market, everyone uses it when downloading APP.
Looking at the top ten channels from an APP operation path
Let me take a nearby travel APP as an example. A certain surrounding tour APP targets the market segment of the tourism industry. Because the surrounding tour products may require their users to have cars, the target users should be set as high-end iOS users. So how should they do it?

1. Initial stage: Social network traffic diversion
In the early stages of an APP launch, social networks should be used to attract traffic.
Why use social networks to attract traffic? Extensive exposure on social networks is conducive to the spread of products.

Weibo Fans
While attracting users to download, you can also share strategies, products and some activities so that more people can learn about this product and brand. Many friends would ask why Weibo is so difficult to use, as it seems that no one forwards what they post. So let’s take a look at the following Weibo post, which has been forwarded 906 times and liked more than 1,500 times. Everyone must be curious about how we did it.

We can look at the content of this Weibo post. 99% of people don’t know about the most beautiful hotel in the country. In fact, this is very simple. We have two main points to arouse users' interest. The first is that 99% of people don't know the content in the copy. The second is the nine pictures of the hotel with very beautiful scenery. We also marked a very attractive price below, which can make users excited.
WeChat - Guangdiantong
When talking about Weibo, we cannot help but mention WeChat. WeChat now has about 600 million users in China, so where are WeChat’s advertisements? Many people are aware of the advertisements placed by brand advertisers in the circle of friends.

The WeChat ad will be hidden in a small card at the bottom of each article page, as shown above. This product is called Guangdiantong. The traffic of this product is very large, and the average daily mobile traffic has exceeded 1.6 billion, so it is a very good tool for the initial APP to acquire basic users.
Momo <br />Next, let’s talk about a product that may make everyone a little embarrassed, called Momo. However, the Momo product has been whitewashed recently, and we can no longer discriminate against it. It is now a product that is precisely targeted at regionalization, which is not much different from Weibo and WeChat.
Because Momo is a platform for strangers of the opposite sex to make friends, this product has a natural advantage in products such as nearby tours, hotels, beauty, and e-commerce . In addition, Momo has just begun to commercialize, and the entire commercialization process started relatively late, so the current users are very receptive to the promotional information, so the user base obtained from Momo is also very good.

Meiyu <br />The next product to be discussed is Meiyu. Many boys may not have heard of it. Meiyu is a dual-mode product for women that combines tools with social networking. It basically talks about menstruation, which is quite embarrassing.
The Mayu product is closer to women's lives. At the same time, it has opened up a community model that allows women to communicate within it. Under these two modes, it can achieve very good results in promoting women's products. But if the product is aimed at men, I personally think that this kind of promotion method is not suitable.

2. Growth stage: integration of online media brand and effect
Next, after the product enters the mature stage, it is time to start building a brand, which is what is referred to as product and effect integration in the above picture. The promotion channel that can best achieve the effect of brand and effect integration should be online media. When you hear the word "online media", the first thing that comes to mind is probably the news client. So the first product I will introduce is Sina News.

Sina News - Fuyi <br />Everyone knows that Sina News is one of the four major portals with a huge number of users. It has had a mobile APP for a long time. So where are the advertisements of Sina News?

It is either soft articles or pure display. Sina News has a good position, which is the information flow. What is displayed in the information flow is an advertisement like a news article.
Many friends would say that this advertisement must be a clickbait title. This is indeed true. Maybe a title can bring a lot of clicks, but it does not necessarily mean that it can bring a very high download conversion rate. This will test everyone's operational capabilities and copywriting, including some H5 content production and so on.

Tencent News - Zhihuitui <br />Next, we will talk about Tencent News. Tencent News is different from Sina News. The biggest difference is that unlike Sina News, its users are not concentrated high-end people. The advantage of Tencent News lies in its large number of users. The average daily PV of Tencent News can reach 210 million.

One advantage of Tencent News is the so-called large picture display format that is not available in many news clients. This picture can convey product information very well because it carries a large amount of information. If you want better download conversion, you need to make a better improvement on H5, including the matching degree of the entire advertisement.

Toutiao <br />Many people asked me what is the difference between Toutiao and media news clients. The biggest difference between Toutiao and other news clients is that it is a news aggregation platform that can push targeted information based on users' personal interests and hobbies. Its advertisements also exist in the information flow.

Sohu News - Huisuan <br />Sohu News is also one of the four major portals and has a huge number of users. Nowadays, users' acceptance of hard advertising is getting lower and lower, but their acceptance of video advertising is increasing, because the carrier form of rich media is more diversified and more pleasing, which makes it easier to attract users to click and download. Compared with other clients, it plays a very important role in attracting women with taste, quality and purchasing power.
3. Mature stage: application market
After talking about online media, let’s take a look at the last of the three axes, which is the application market.
The app market is a very rigid channel for us. Users who have urgent needs and need to search will definitely download through the app market, and there is a high probability that they will become active users of the product, and their payment rate will also be very high.
When it comes to the application market, we mainly divide it into two parts. The first part is about the iOS side, which is our App Store. This is actually a headache for many CPs, because the entire specification of the Apple Store is actually a black box. You have no idea where your product will be ranked, and you cannot purchase a position. So there are several factors we need to consider, the first one is the download activation volume.

In this process, he will get to know the APP. First, he may become an active user of ours. Secondly, even if he uninstalls our APP after receiving the reward, such a huge amount of download activations can also greatly promote the ranking of the APP in the Apple Store.

The second application market targeted is the Android platform. Many CPs know that many Android application markets support CPT cooperation, that is, purchase by time period. Many platforms have also gradually introduced CPD, that is, charging by downloads.
Advantages and disadvantages of the top ten channels

Weibo Fans Pass <br />Advantages: Accumulation of fan economy Disadvantages: High average cost, high pressure on operation and delivery
Tencent Guangdiantong
Advantages: huge traffic, low cost Disadvantages: weak brand effect, large demand and high requirements for material production
Momo
Advantages: large traffic, low click cost, high click rate , relatively new platform, suitable for H5 page delivery Disadvantages: relatively low conversion rate, suitable for specific types of apps, such as medical and beauty
Pomelo
Advantages: High-quality female users with high education and high income. Covers popular topics such as emotions, entertainment, fashion, and life Disadvantages: CPD billing, suitable for branding effects
Fuyi <br />Advantages: high-quality users, wide resource base, accumulated fan economy, strong brand accumulation Disadvantages: high initial budget, otherwise it is difficult to grab high-quality traffic
Zhihuitui <br />Advantages: large number of users, powerful push portal, high activity Disadvantages: user quality is slightly lower than other online media platforms
Toutiao <br />Advantages: large number of users, powerful push portal, high activity Disadvantages: high entry and recharge thresholds, not recommended for start-up projects
Sohu Huisuan <br />Advantages: large exposure , high-quality users, strong brand accumulation Disadvantages: relatively poor brand conversion effect, higher costs than other platforms

I believe that through this explanation, everyone has more or less begun to think about whether their own channels are suitable. I hope everyone can gain something from this article. See you at the October Salon.

Qiu Ma is a senior social media operator from Weishidun and has been working with Guangdiantong for many years. Help multiple e-commerce, life service, entertainment and financial CPs to acquire large quantities of high-quality users through Guangdiantong channels, and deepen exchanges and cooperation!

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This article is authorized by APP Ganhuo Puzi to contribute to APP Top Promotion. The author (WeChat ID: fqy37395007) APP Top Promotion has made appropriate polishing to enhance readability. Reprinting this article must be agreed by the author and Top Promotion !