How to make products to stimulate users' desire to spread the word?
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In the era of social dividends, the reason why the user self-propagation effect is so fascinating is that self-propagation can easily detonate a product or a thing, regardless of whether your product has rich resources or experience. For an APP application to achieve self-propagation, it needs to understand users’ sharing motivations, shape product labels, find the right entry point, and create convenient sharing channels . 1. What is APP self-propagation? In the process of operating a product, we often hear the word "self-propagation". So what exactly is self-propagation? The so-called self-propagation means that users spontaneously share something through common social networks . When users share an APP on social platforms, it is called APP self-propagation. Advantages of spontaneous product dissemination by users: 1. The cost of acquiring users is reduced. Users voluntarily share APPs to social platforms, which encourages people around them to use the APP, and the cost of acquiring new users is low or even close to zero; 2. Continuously acquire more users. Once shared, users do not actively delete the shared messages, and the shared messages will always be there, which is equivalent to a long-term advertising space ; 3. The product promotion and dissemination effects are good. Users are willing to share APP products with friends or relatives around them, which is equivalent to old users bringing new users. The dissemination effect is better than that of general institutional dissemination; 4. User stickiness to the product is enhanced, and users share spontaneously, which means that users have a high degree of recognition of the APP product; 5. The product conversion rate is improved, the stickiness to the product is high, and the willingness to pay for conversion is naturally high. 2. How to make APP products form a self-propagation effect Tips 1: Think about why users want to share your APP. Every APP operator hopes that his product can become a hit relying on the spontaneous spread of users, but before that, the operator must learn to think about the following questions from the user's perspective: Why do users take the initiative to share a certain product. Why don’t you consider sharing your APP as advertising for you? When users share your APP, what exactly are they sharing or what do they want to express? Since users spread an APP spontaneously, it means that the APP must have at least one motivation that can cause users to spread it. Generally, there are two main factors that attract users to spread the word spontaneously: [1] Direct benefits drive sharing to obtain some kind of material reward. For example, as shown in the figure below, many game apps offer gifts for inviting friends, directly driving users to share the app with benefits that can be consumed within the app. [2] Meeting certain social and psychological needs of users Being able to meet certain psychological needs of users is a key value of social platforms. Take ourselves for example. What is the psychology behind us sharing texts, videos, pictures, etc. on our own WeChat Moments , QQ Space, Weibo and other social platforms every day? Common psychological needs of users sharing things or products on social networking platforms include: sense of belonging, identity, sense of achievement, vanity, comparison psychology (pretentiousness, competitiveness, self-esteem), desire to show off (building one's own image, prestige, labeling oneself), curiosity (love of learning), and herd mentality (if everyone reposts it, it must be correct, or if everyone knows it, I know it too)... Therefore, if operators want their APP products to spread on their own, they need to start from the product itself and list the social and psychological needs of users that their products can meet. Tips 2: Create specific labels for APP . Operations are no strangers to the term label. Labels are words with strong generalizations used to describe things. For example, words used to summarize user characteristics and interests are called user tags, and words used to summarize product attributes and values are called product tags. To give a few practical examples, when we transfer money online, we think of Alipay or online banking; when we shop online, we think of Taobao , Tmall , and JD.com ; when we eat takeout at work, we think of APP products such as Ele.me , Baidu Takeout, and Dianping; when we take a taxi, we think of Didi , UBER, Yidao and other taxi apps. When users can think of a product when they think of a certain label (specific words or a certain scenario), it means that the product has a certain degree of recognition and has occupied a certain market. There is no need to spend huge advertising fees on promotion. When users encounter the right opportunity, they will voluntarily help you recommend the product to others. As for APP operation, in order to create a specific label for the product, the operator needs to understand the core value of the product and what kind of service it can provide to users, and then determine the product label based on the value of the product. For example, our own product, Activity Box, is an activity tool that helps APP applications to perform refined activity operations , so we labeled the Activity Box as “APP activity operation tool”. Tips3: Find the right entry point and give the APP sharing attributes . Users need opportunities to share. This requires operations to give the product certain sharing attributes and find the right entry point for the APP: [1] Interesting and fun games always make us unable to stop. Sharing game results can not only tell friends "what I'm doing", but also satisfy our sense of accomplishment. Many games will display messages such as "Let your friends try it too" or "Show off" to attract players to share after the user completes a level or obtains a certain amount of game points. APP operators can learn this method of guiding users to share, and create some simple and interesting small games within the application or through the official account , and prompt users to share on a certain page of the game. [2] Events: If you want users to spontaneously share your app in a short period of time, events are a more feasible way. Set up some factors to stimulate users to share in the event, such as the sharing and winning gifts mentioned above. Users can get extra rewards after sharing with friends, which increases the enthusiasm of sharers. APP online activity types: ●Business flow activities: Determine the form of activity based on the specific business of the APP application. For example, consumer apps can use raffles, red envelopes, promotions, etc. to stimulate old users to share and bring in a group of new users through activities. ●Festival activities: Take advantage of festivals to organize some activities to give back to users and increase the user activity and sharing rate of the APP. ●User scenario activities: Users have different demands for the same APP in different scenarios. The operator pushes different activities based on the user's different behaviors and scenarios within the APP, which can not only increase the sharing rate of the activities, but also realize the self-propagation of the app users. 【3】Pictures Compared with text, pictures are more intuitive, have a stronger visual impact, and are easier for users to accept and share. The most shared item on social networks is pictures. When users come across funny, interesting and entertaining pictures, they will share them with their friends. In the age of reading pictures, pictures are still one of the best ways to form user self-propagation. The reason why this year's Plato APP personalized label pictures have become popular on the Internet is mainly due to the spontaneous sharing and dissemination among users. [4] In WeChat public accounts , videos are more likely to reach 100,000+ views than text and pictures, and the user sharing and forwarding rate is also higher. APP operators with conditions can also stimulate user sharing by making some videos related to APP products. For example, in 2015, Chai Jing's "Under the Dome" video was forwarded by users to major social platforms. As the video was forwarded in large numbers, the number of downloads of the Pollution Map APP exceeded 1 million. 3. Provide convenient sharing channels. Finally, after the APP application finds the right entry point to allow users to share voluntarily, it should consider which social platforms users generally share on and provide users with convenient sharing channels. As shown in the figure below, NetEase Cloud Music provides sharing channels to users. In addition to its own platform, it also covers the current mainstream social networking platforms, such as QQ, WeChat friends, Moments, email, Baidu Netdisk, Zhihu, Douban, etc. In the era of mobile Internet where social networking is king, self-propagation means that an APP product has a certain sharing power, so that users can spontaneously and voluntarily share it with people around them. At the same time, APP self-propagation will also push products to spread quickly in the relationship chain of old users, making every APP likely to become a "hot product". Therefore, APP operators need to think about how to give their products more self-propagation factors. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @活动盒 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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