App promotion channels, Sina Weibo Nine-square grid promotion new method

I believe most CPs already know about the very popular promotion method recently - Weibo Nine-square Grid .

This gameplay has gone from being known by very few people to being extremely popular at the current stage, from the myth of one activation costing only a few cents to the current situation where one activation costs up to several dollars.

Today is the time to talk to you in detail about the past and present of the Weibo Nine-Grid gameplay.

Let me first give a brief introduction to Weibo. Weibo was launched in 2009 and became extremely popular in 2010. It has always been a high-quality marketing platform.

According to official statistics, Weibo's monthly active users (MAU) and daily active users (DAU) in 2014 were said to have reached 129.1 million and 61.4 million. Of course, we can simply divide these data by 2-3 to get the normal value. …

Previous life of the Nine Palaces

Friends who do promotion should know that to be on the iOS hot search list, apart from the current method of spending money to get on the list (WeChat points wall supplemented by machine brushing), other times unless there is major news, it is possible to get on the hot search list only when users actively search and download in the APP STORE. But friends who often pay attention to the hot search list should have clearly discovered that it started last year. You will often see some niche entrepreneurial apps frequently appearing on the iOS hot search list (as shown below). See the picture below to see how they got up there at that time.

▲ Appstore Hot Search List

▲A Weibo post brought about three hot search products, including Seed Habit, Lazy Weekend, and God Drama

▲Popular Retweets - The above reposts roughly total 50,000, with an average of about 6,000 per person. Of course, this is just a rough estimate. After digging here, everyone clearly understands how to play.

A set of nine product pictures, and then find a group of joke makers to forward them. After forwarding, it will attract users' attention, and they will actively search and download them, thus increasing the volume.

At this stage, the main reasons why this promotion method is popular are: 1. Introducing it from a professional perspective makes people feel close to it, or in other words, it pretends to be very professional. This type of APP recommendation accounts have been maintained for a long time, and the recommendations are based on a professional perspective. Representative figure - APP bacteria. 2. Fans are not on guard against this type of advertisement as they have never seen anything like it before. 3. Use subjectivity to summarize the content to make it easier to identify the needs.

Twenty-nine palace grid

Next, let’s talk about the current Weibo nine-square grid gameplay. It has been played from last year to today. It is almost impossible for this gameplay to reproduce its peak magic. The cost has increased from a few cents per A to 50 cents to 5 yuan now (the cost is still controllable within a certain range. The specific reasons for controllability are listed below). Those who do promotion know that when too many people play around with a channel, the water will become muddied. This is also the reason why some CPs are very secretive about the good channels they know.

The reason why the water in the Nine Grid is muddied:

1. More players are entering the channel. From dozens before to hundreds now. 2. Products are being madly promoted in channels, and some apps have been so popular that their reputations have been ruined. Their marketing methods are ferocious and almost eye-catching. 3. The nine-grid promotion method lacks novelty. 4. The fan threshold is raised, and fans will be immune to and skip such ads.

This kind of follow-the-trend promotion and muddying the channels is actually very common, just as people often try to find out which channel is the most popular. But the problem is that not every channel is universal. In terms of the essence of promotion, the nature of each APP has actually implicitly determined the choice of channels and how to play. The most important thing is to follow user habits, break out of inertial thinking and find the most suitable point for yourself. More wind-style marketing is definitely not a good way to promote. It will only ruin the channel, make the joke tellers more skilled, and squander all the money.

Let’s talk about the Nine-Grid again. The Nine-Grid seems to be composed of nine APPs, which are packaged and forwarded by joke makers. But it’s not that simple. Blindly promoting the product on a large scale is an irresponsible bundling of products. If you don't understand the essence of the channel, on the one hand you will reduce fan fatigue and sensitivity, and on the other hand you may be making wedding clothes for others , which will not be worth the loss. When you collect the statistics, you will find that those apps with exquisite UI design and photo tools attract amazing traffic, while your...

Therefore, our promotion is not simply following the trend, nor is it to find a seemingly cheap channel and then desperately exploit it. It should be that fun social apps make users want to download through interesting guidance, food apps impress fans by showing off delicious food, and reading apps impress literary youths with words. Find the channel that suits your product, find the channel gameplay that suits your product, refine the details of the channel gameplay that suits your product, and do it well (it’s a bit confusing), then you will be close to increasing the volume.

Sanjiugongge Later

Of course, given Weibo's current attributes as a social media, it is still the most reliable marketing channel. Whether it is Fanstong or other gameplay derived from Weibo's attributes, Weibo is still the main battlefield for most products and is a relatively cost-effective marketing channel.

The promotion effect of the nine-square grid generally has a 3-day growth of 100%, 50%, and 25%. The basic retention rate is 30-40%, iPhone is close to 40%, and Android is around 30% or above 30%.

Suggestions for those who want to play the game of Jiugongge later:

First, the choice of forwarding number is a science. You can't just pick the number casually. If you choose the right one, you will get twice the result with half the effort. If you choose the wrong one, you will get half the result with twice the effort. Users have long been tired of those cost-effective numbers after being washed away by waves. Therefore, we should establish a detailed evaluation table for the effect of Weibo forwarding, which should include forwarding time, forwarding times, and forwarding comments, and make a systematic evaluation of Weibo joke writers based on the above data. Secondly, the push time for each account should be paid attention to. It cannot be concentrated at a certain time, but should be pushed at different times. Concentrated forwarding will not maximize the effect. People who operate channels in a refined manner have even counted the number of Weibo forwardings from each account at each point in time, and have improved their conversion rates based on countless details. Third, put in enough effort in the copy , sologn, pictures, introduction, and location of the recommended APP to improve conversion. Fourth, fifth, sixth, um, you should just do the first three first. ..

In this age when joke tellers band together, we CPs should also band together to evaluate the quality of channels and jointly establish a criterion for judging the pros and cons of channels. Therefore, we specially set up a special CP channel communication group. Reply "collaboration" in the background to join the group.

Of course, today we are talking about the fierce gameplay of the nine-square grid on Weibo, but to follow up on one point, our vision is very narrow. We should not only be limited to the nine-square grid on Weibo, but also use our brains and play in different ways. Not to mention creating momentum and manipulating the market, but at least we can increase the volume and attract fans. ——Other ways of playing will be continued another day.

Suddenly I remembered what a friend said before: the Internet has brought more equal opportunities, made information open and transparent, flattened channels and saved costs. Haha, I almost believed it at that time. What the Internet brings is the monopoly of giants and greater inequality. The core information is only mastered by a few people. Only by joining these circles and mastering richer information can you better understand the current non-mainstream ways of playing, and let the money spent by others become your experience, and the money you spend becomes the experience of others. But this is after all only a matter within a small circle.

By the way, if you have friends who also like promotion, marketing and asking questions, you can communicate with me. Scan the QR code to add WeChat. I will not answer basic questions or questions that Baidu can answer.

If this article is helpful to you, please tell everyone. It will be worthwhile to type these words and waste brain cells. …