New APP features are launched, those trivial methods can leverage the overall situation

We have discussed the work that operations need to do. Today, let’s talk about what operations personnel should do when new features are launched on the APP.

1. Prepare for launch and confirm the resources required for new features

After the APP updates its functions, the operations staff needs to provide resources for the newly added functions. The operations staff can prepare the content, or they can invite users to produce the content. For example, Momo launched the short video function, which required some short videos to be added. Sina Weibo launched the Weibo story function and invited users.

The Get APP initially provided e-book reading for users, and the paid subscription function was launched after version 2.0. Before the new features of the Get APP were launched, the operations staff planned paid subscription content and communicated with the lecturers, inviting them to join the Get APP and providing resources for the new features of the APP.

2. Promote new features during launch

1. Preparation of promotional copy

(1) Soft Articles

Just like the promotion before the APP goes online, the launch of new features also requires soft-text promotion. Package the new features, explain its origin and the story behind it, so as to impress your users.

(2) Hard advertising

Directly introduce the new features of the product, highlight the highlights, and then place ads on websites frequented by target users to attract traffic . It can also be made into an advertising leaflet and posted. When Momo was promoting its video function, it placed advertisements in subways, buses and other places.

2. Internal and external notification

(1) Internal notification

As mentioned before, when a new APP is launched, some internal notification documents need to be prepared, and when new features are launched on the APP, internal notifications are also required. If your APP is connected to customer service, you need to prepare consulting documents for the customer service staff.

(2) External notification

The APP has accumulated a certain number of users. Before launching new functions, users can be informed of APP update news through system messages and push notifications. Another way is to inform users through EDM. Now more and more APPs choose SMS notifications, but this method involves user privacy and is generally not recommended.

3. Selection of promotion channels

The promotion channels for launching new functions are similar to those for launching new APPs, and are also divided into paid promotion and free promotion .

Paid Promotion

(1) Traffic exchange

Traffic exchange refers to bringing traffic to each other's mobile applications, exposing application promotion information to paying attention users through scenario-based traffic diversion, guiding users to click and be directed to the other party's landing page , thereby bringing about conversions . The following is the promotion alliance page of a certain app store . By joining the promotion alliance, you can exchange traffic with other apps. While promoting other apps, you can also increase traffic for your own app.

(2) Paid Promotion

App stores all have their own resources, and as long as you pay for promotion of your APP, you can enjoy the platform's resources. Most app stores have paid promotion services, and the quotes are different. You can choose a paid promotion platform according to your needs.

(3) KOL promotion

When Volcano Video was promoting itself, it signed the live streaming celebrity Mc Tianyou, and Mc Tianyou also promoted Volcano Video on his Weibo.

Free promotion

(1) Platform activities

When a new app is launched, it can be released first in the app store . After the app is updated with new features, it can obtain traffic by participating in platform activities.

The above is an APP promotion of a certain app store. You only need to submit an application. Once it passes the review, you can enjoy the traffic support service. The Poisonous Tongue Movie APP has been selected.

(2) Community

From the first time an APP is put on the shelves to the launch of new APP functions, a large amount of user resources have actually been accumulated. After these user resources exist in the community, they can be promoted in these communities before the new APP functions are launched.

(3) Where the target users may appear

Promotion is done wherever the target users are. Based on the users portrayed in the user portraits , we look for websites where the target users hang out and deliver soft/hard content to convert the target users into users.

3. After going online, observe user usage

The operations work is very miscellaneous and tedious. Some operations staff will jokingly say that they are just generalists. In fact, this is not the case. These seemingly messy tasks are not useless. The quality of new features and how users react to them can all be learned through searches by operations staff. So how do operators obtain information about users’ usage of new features?

1. User feedback channels

(1) Internal feedback

In the settings of Zhihu Daily APP, there is a "Go to Complain" button. Click it to send an email to the Zhihu Daily team. There is a feedback function in the APP, which often exists in the form of "Contact Us" or "Complaint". Operations staff can check emails to obtain user feedback.

(2) App Store Reviews

The above are some negative reviews of Huajiao Live . When users encounter bad experiences during use, they will go to the app store to rate and comment. Operations staff can learn about users’ opinions on new features through reviews in the app store.

(3) Other channels, such as Weibo

There are more and more channels for obtaining user feedback, and Sina Weibo is one of them. Operations staff obtain user feedback by adding keywords to the APP name.

2. Data doesn’t lie

Operations personnel can obtain user feedback from many channels, but there will also be some malicious comments from competitors that cannot be fully referenced. At this time, they can observe user usage based on the data.

In order to observe the new function, a data point will be set before the new function goes online. The operation staff can judge the usage of the new function based on the data from the point.

IV. Other aspects that operators need to consider

1. Will the new and old businesses affect each other?

When a new function is launched on the APP, will it affect the use of the old functions and whether it has any auxiliary effect on the old functions?

During the Chinese New Year in 2016, WeChat launched the frosted glass photo feature in Moments . All the photos users posted to Moments were blurry, and users had to give red envelopes to view them. For a time, all the photos in Moments were blurry. Moments is a place where users share their personal lives. With the frosted glass photo feature, users were eager to see new things and posted to Moments one after another, which increased the frequency of use of Moments.

2. Analysis of competitive product operation strategies

When developing new features, product managers will analyze competing products. Similarly, operations can also analyze competing products with the same features to see how they operate this feature and what pitfalls they have encountered that we can avoid.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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