What is the origin of this funniest product that jumped more than 1,200 places in the App Store ranking overnight? !

One day, I was eating quietly in the office when a colleague suddenly shouted, "There is a product called ' Zuiyou ', which has skyrocketed by 1,200 rankings on the App Store overnight!"

The moment I heard it, my reaction was: "Wow?! So awesome?! What's so special about this product?" My colleague smiled wickedly: "Hehehe, you know!" I felt a strong sense of a veteran driver from him and decided to study it quietly. Unexpectedly, I got into it and discovered many unique features of this product.

So, I took the opportunity to write this article and share it with you.

Back to the topic, the word " Zuiyou" originally referred to the first user to forward a comment on Weibo, and now it has become the name of a community product . The core positioning of Zuiyou APP is a gathering place for funny people (described in Tieba), and it is a community that focuses on users' re-creation of content (excellent comments). Simply put, it is also known as a gathering place for veteran drivers and passengers.

If we look squarely at the core business logic of this product, we find that it is not complicated. The development and circulation of content is mainly carried out among users, forming an effective closed loop:

(Figure: The core business logic of “Zuiyou”)

In order to more clearly demonstrate the influence of this product, we can take a look at the ranking of the Zuiyou app. Open App Annie , and this data line chart is so scary, okay? ! It really makes men silent and women cry!

(Data source: App Annie)

From the picture we can see that on February 18th , it seemed that there was no difference from any of the previous days. Everything was still calm, with a gentle breeze and calm seas. Zuiyou was ranked 1212th ( operation team OS: Oh my God, my Zuiyou is so far behind, I am so happy, I want to explode); so, on February 19th , the data was directly the same! land! burst! fry! This product became the 6th on the free list and the 2nd on the entertainment product list (OS from the operation team: Isn’t that awesome? Our rightmost energy ball is pretty cool~).

Based on my years of experience, this surge in rankings is unlikely to be a natural growth, but is usually the result of a series of operational activities or advertising that leads to a surge in traffic .

So I searched on Baidu, hoping to find the reason behind it, but I couldn’t find it? ! In other words, behind the surge in users, there is neither any popular operational activities nor any advertising? ! In order to get to the bottom of it, I went around and around in Zuyou and finally found the reason: On the Happy Camp broadcast on February 18, during the intervals between games , the host He Jiong and the artist Wei Daxun had an ad placement that was "not even a trace of an ad":

Therefore, on February 19, fans of Happy Camp crowded in, and a large number of right-wing friends (that is, people who play the most right) in the community posted that they came because of Happy Camp. There are no operational activities and no need for advertising. Just two sentences from Kuaiben helped him reach the peak of his life and fully utilized the traffic value of Kuaiben. It was this seemingly "unintentional" move that led to Zuiyou's explosive growth in attracting new members.

Moreover, the star Dilraba Dilmurat was invited to that episode of the program, and coupled with the promotion of the software by Kuaiben, a large number of Dilraba Dilmurat’s fans flocked to Zuiyou and posted messages to promote Dilraba Dilmurat. This is a win-win situation to some extent.

Although there were no product-specific outbreak cases or operational events that I expected, as a veteran, how could I not hang out in this unconventional community? Now the experienced person will take you, starting from the core positioning of "Zuiyou", to explore its uniqueness through the two lines of product and operation . Let's go!

1. Product context: display of great reviews

Overall, Zuiyou’s logic is similar to Zhihu, for example: follow topics, follow people, and the homepage will recommend various content to you. I won’t go into details here, let’s just go straight to the pictures.

(From left to right: Home page, Follow page, Discover page. Oh my god, you found the topic I followed...)

Now let’s talk about the key point. The above posts are basically not original by users! What makes it unique is the wonderful comments on various contents! With this as the center, Zuiyou has many unique features for comments that are eye-catching:

1. Cornerstone: Multiple content formats for comments

When posting to Moments , QQ Space, or Weibo, we are all used to the fact that most comments are just a paragraph of text, but Zuiyou is very unique. Not to mention text, you can also post voice, animated images, pictures, and videos, and it can carry up to 9 messages? !

Comments can use a variety of content carriers. In my opinion, they have two main functions:

This allows users to recreate content in a more diverse way . Can you imagine an experienced driver driving without taking a picture? How can an experienced driver who doesn't post pictures and videos become the driving god of Akina Mountain? You can't gather us together to watch car accident scenes every day, right?

Attract user attention and shape product uniqueness . It is precisely because comments are no longer limited to text that users' attention is easily drawn to the comments, allowing users to quickly feel the uniqueness of Zuiyou.

Therefore, the various content-carrying forms of comments are the basis for the development of the most right and the core uniqueness of the product .

2. Basic function: Secondary comments - you can comment on comments

When a certain type of content becomes the core of a community, user interaction centered on that content becomes an indispensable basic function that can make content creators feel a sense of accomplishment, and secondly, it can make ordinary users feel involved and generate more interactions between users, thereby increasing user stickiness . For example, users’ comments on answers on Zhihu, and users’ comments on various articles and information on Dongqiudi.

There is a second level of comments on the far right: you can not only comment, but also comment on comments . The logic is a bit confusing, but it's just an extra level. The second-level comments are equivalent to the comments in other products. It is the basic function for users to interact with the author of the great comments after seeing them .

(The left side shows the best comments in the post details page, and the right side shows the secondary comments in the best comment details page)

3. Incentives: How reviews are displayed

Friends can comment on a post, similar to Zhihu. Whoever gets more likes will be more likely to be seen by more users. If the comment has a lot of likes, it can be considered a popular comment and can be more easily discovered by other users on the post details page; if the comment has the most likes, it will become a top comment on the post and will be displayed on the user's recommendation interface together with the post:

(From left to right: post details page - popular comments section, latest comments section, and recommended comments on the homepage)

The mechanism that directly links likes with exposure numbers greatly encourages users to re-create. After commenting, users gain likes and fans, and are naturally very willing to create again, which greatly promotes the positive development of the community .

4. Bonus: Funny comments

Barrage is a form of content re-creation, and users are willing to engage in high-quality and high-cost re-creation, most of which is concentrated in community products.

The reason is simple. Users in a community generally have certain common characteristics. On this basis, they will have a certain sense of identity with each other. With the promotion of this sense of identity, it is easier for content producers to be motivated to produce content and for content consumers to be interested in consuming content. The core function of the community is to bring together a group of similar people and produce products with chemical reactions .

The barrage on the far right is similar in function to other products, but it adds the function of voice barrage and liking the barrage.

To be honest, you can watch funny videos everywhere, such as Weibo, Youku, YouTube, Neihan Duanzi and other platforms, and the various funny barrages produced by the efforts of many veteran drivers are secondary creations of a funny video in another sense. Once you open it, you can't stop and laugh until dawn.

(Video content: My youth was wasted. Comment: Our youth was wasted on Wusan; my youth also included making small matters crazy, group training, Wang Houxiong and Ge Jun... Watching a video while getting a lot of jokes is the daily life of Zuiyou)

2. Operational context: a double helix upward system of internal and external circulation

As a community product, there are two key operational focuses: user operation and content operation . Only by creating a spiral operating system can the community have the ability to self-operate and self-purify, and allow the quality of content and the number of users to continue to rise in a spiral structure .

For example, Zhihu ’s content operation is to enable users to continuously cycle between output and likes, so that as users grow, the quality and quantity of content enter an upward spiral. In terms of user operation, high-quality content is used to encourage users to share on social networks or spread word of mouth, so that the number of users also enters an upward spiral , and naturally the performance will get better and better.

We can see that most communities’ content operations are done internally to achieve a spiral upward trend. Because building a system is extremely difficult, they can only operate a small number of core users first and then expand step by step. The rightmost one is extremely special here, it has a strong dependence on the outside !

1. The spiral system of content operation

After carefully observing the content on the far right, I found that the content flow path is as follows:

Step 1: Get high-quality content from outside

As mentioned before, there are basically not many original posts on the upper right. So where do they all come from? It's very simple. Wherever there are funny videos, jokes, and pictures, that's where these contents come from. Therefore, apps such as Weibo and Miaopai must be the permanent locations for the most effective content operations and target users .

If you look closely at the content on Zuiyou, you will find that it is filled with a large amount of content reposted from Miaopai and Weibo.

Step 2: Allow users to recreate content on the upper right corner

When the above-mentioned contents come to Zuiyou, the community atmosphere created by Zuiyou will naturally attract countless veterans to gather together and re-create various introduced high-quality contents, such as making amazing comments in the style of Zuiyou. Thus, the following contents were generated:

(From left to right: Weibo forwarded content, user comment 1, user comment 2)

Step 3: Transfer the re-created content to Weibo/Miaopai and other platforms

After users reproduce content in the Zuiyou community, some users will naturally transfer the high-quality content to communities and media such as Weibo and Miaopai, and indicate that it is transferred from Zuiyou.

(Photo from Weibo)

As a result, a spiral upward channel of content that relies on Zuiyou and the outside world is perfectly formed, which will naturally lead to Zuiyou having a large amount of high-quality and unique content.

2. The spiral system of user operation

User operation complements content operation. Due to the high spreadability of its content, Zuiyou has formed a cycle similar to content operation with various social media .

(Yes, it’s still this picture. I’m also desperate because of my lack of drawing skills/spreading my hands)

Step 1: Draw users from Weibo/Miaopai, etc.

Acquire a small number of users through some channels such as Weibo (of course, in addition to natural attraction, it also includes a lot of user operation work). Once a group of seed users are gathered, it can basically be guaranteed that there is enough high-quality content in the community.

Step 2: Let users go to Weibo from Zuiyou

When there is already a large amount of high-quality content in the community, Zuiyou will guide users to forward Zuiyou's content to social media and IM software such as Weibo, WeChat , QQ, and spread it with the help of users' social networks.

Step 3: Use content to attract users from Weibo and other places to the right

Through the exposure brought by users' forwarding and sharing, new users will discover the product Zuiyou, and then more people will come to Zuiyou from Weibo and other places to become new friends of Zuiyou.

3. Say a few more words

As for the product Zuiyou, in my personal opinion, it has a clear positioning. Both the product design and the construction of the operation system are closely centered around the core positioning of the product, and it is logically feasible. Here, I would like to stand up for Zuiyou (although my influence is small and my words don’t matter...). We can definitely compare Zuiyou with Bilibili .

The animations on Bilibili can be compared with the posts on the upper right, neither of which are original; the barrage on Bilibili can be compared with the wonderful comments on the upper right, both of which are unique and interesting content generated by user UGC; the UP hosts on Bilibili can be compared with the expert users on the upper right, who have certain self-production capabilities.

If Bilibili relies on interesting contents such as barrage and animation to attract 2D users and focuses on 2D subculture, then Zuiyou relies on interesting contents such as brilliant comments and funny videos to attract funny users and focuses on the subculture of brilliant comments. Since Bilibili can succeed, why can’t Zuiyou?

Of course, Zuiyou is still a long way from success, and there are still countless difficulties and obstacles ahead.

1. Will it be born from attracting new users and die from retaining existing users?

Although the advertising placement in Happy Camp has rapidly increased the number of users and popularity of Zuiyou, do the users of Happy Camp really fit the tone of Zuiyou? I am pessimistic about this, and the influx of a large number of non-target users will only accelerate the death of the product. As expected, both the App Store and the Android Market have suffered setbacks, so will Zuiyou repeat the mistakes of Footprint and Faceu or rise from the ashes?

(Data source: Kuchuan.com)

(Data source: App Annie)

2. Long-term management of community atmosphere

Some users deleted Zuiyou when using it because the infighting on certain topics was too serious and affected the community atmosphere under this topic. In this situation, how can Zuiyou prevent user loss? In terms of creating a community atmosphere, Zuiyou still has a long way to go.

3. Difficulties and obstacles on the road to commercialization

As we all know, the commercialization of community products is extremely difficult. Although Bilibili has a huge number of users, it is still in a state of continuous losses. Therefore, how Zuiyou’s commercialization will proceed will be a huge mountain that lies ahead.

Overall, the product Zuiyou has a clear positioning and interesting and unique content, but I advise everyone not to use Zuiyou! Never use the far right! Never use the far right! Because: Once you enter the deepest right corner, it is like entering the sea, and moral integrity will become a thing of the past...

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The author of this article @Hong Shibo  Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map