Changba: Four basic ways to attract users: mining, support, output and retention
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What are the users of Changba like? There are slightly more female users on Changba, accounting for 55%, but in terms of consumption, there are more male users, probably accounting for 58%. So girls like to sing more, and boys like to spend money more. Therefore, with such a relatively stable and balanced ratio of men to women, Changba is also known as the "Zhenai.com" among music apps, and has created many perfect marriages. In terms of age, 35% are between 12 and 25 years old, 41% are between 26 and 30 years old, 18% are between 31 and 35 years old, and 6% are over 36 years old. After all, there is a threshold to operating a mobile phone, so it is understandable that there are more young people using it. From a geographical perspective, the current users are mainly from first- and second-tier cities, and users from third- and fourth-tier cities are also the breakthrough points that Changba is striving to develop and break through in the future. If you want to attract users, you must first get close to their hearts There is a saying that goes, "If you want to seduce an underage girl, you must first get close to her heart." Users are diverse. On Changba, users are divided into different age groups and preference groups. Some like jazz, some like rock, and some like R&B. If you want to understand these targeted users, you must conduct segmented operations on them. Many products are using this pyramid, including Changba. We divide users into star users, top users, potential users and bottom users, mainly hoping to discover the real needs of users at different levels and then meet their needs. 1. Star users are very important for a product. For example, Han Hong sang a song called "Leo" on the Changba platform before, and the backend data immediately soared. Then we found out that it was Han Hong herself who sang it, so we worked with the market to urgently promote this song. Later, an ordinary user's song "In My Singing Voice" had a high number of listens. We found that his song was reposted by Yao Chen and had 110,000 listens. As a result, the spread of this event brought a high return flow. These are actually things that we should actively try when doing user operations . 2. In the community, the potential of top-level users is very important. How to operate these top-level or advanced users? It mainly involves exploration, support, output and retention . 1. Mining users For example, when Changba was first launched, I did something very stupid but very effective. I went to Sina Weibo to search for all the verified users who had shared links to Changba. Since they were verified, they must have some influence in the industry. I would find them out and see who could become the top users in the community. In addition, we will cooperate with many music schools, and many campus singing competitions are held in Changba every year. We select excellent seed users from these schools to become our future top-level and potential users. Therefore, when conducting data mining, it is necessary to create a user portrait to analyze his behaviors and patterns. An operator must have a quality, which is to have a pair of sharp eyes to determine whether he is a potential user. At the same time, you also have to consider what problems he has and how much room for improvement he has. 2. Support users It is basically impossible for a user to grow into a big user without any support, so you need to set up a task system for users. When users complete the tasks, they will receive corresponding rewards. At the same time, you also need to track their changes to see if their data has increased as well as we imagined. Another one is social relationships. If we say that Changba is just a tool , it would be too simple. We hope that all top users can build up their social relationships on Changba, so we created groups. When users have social relationships, they actually establish a competitive barrier with other platforms. It will be difficult for them to take their fans away, and it will also be difficult for them to leave Changba. 3. Produce high-quality content Why do we go to so much trouble to promote him as the top user of the community? In fact, what we want is activity. We need his activity and the activity of his fans. At the same time, I want to use the high-quality content he produces to feed back to the community and let more users consume his content. In addition, when they become popular, their brands will have the Changba logo, and wherever they go, people will say this is Changba so-and-so, so their output is more important to us. 4. User Retention In fact, Changba has gradually shared some income with top users and potential users, as well as interests, so it may make them stay in the community more firmly. Everyone knows that live streaming platforms are very popular now, and people are eager to make profits. How can we keep users on our platform and not attract them away? First of all, we need to provide them with a channel to monetize their traffic. Secondly, it is the accumulation of social relationships. He can leave, but it is difficult to take his fans with him, because his fans also have works on Changba, and his fans will not leave, so the cost of his leaving is actually very high. The other is upper-level output. Many people have a musical dream. They want to be musicians, become stars, or become independent musicians. So Changba also tries its best to help users realize their dreams through the previous set of ecosystems, while establishing our own business model . For example. When Changba first appeared on "Day Day Up", they chose an 18-year-old girl who was in her third year of high school. When they chose her, they thought she was young, beautiful, and a good singer. However, after she went on stage and sang with Ou Di, she was not at all stage frightened. "Day Day Up" is really a program that can bring in a lot of traffic. This girl is about to graduate from university now. She majored in cello at the Central Conservatory of Music. She really grew up with Changba. During this process, many other platforms tried to recruit her, and she was also tried. But she finally came back to Changba. The reason is as I said just now, it is difficult for her to take her fans to other platforms. Moreover, she has accumulated more than 500 works on Changba, with a viewing volume of about 100 million, so she cannot give it up. 3. The most difficult part is actually the bottom-level users The top-level users are visible and tangible, but the bottom-level user base is so large that you need to spend a lot of time to carry out in-depth operations on them. When traffic comes in, we need to keep it, and retaining new users is very important. In addition to these, if you want to maximize traffic, in addition to emphasizing the tool attributes of singing and listening, what is more important is to hope that they can establish social relationships in the community. Only when they have established social relationships can they become a sticky user. 1. How to motivate bottom-level users to be active? At this time, some segmented push or targeted recommendations are needed. For example, when it snowed heavily in Beijing before, but no other places had snow, we would recommend a playlist about "snow" to users in Beijing for them to sing. For example, if your friend releases a song, we will try to see which text would make you willing to open your friend's work. This is also a process of continuous learning and experimentation for us. 2. Help users find reasons to be active Why do users come to sing? He may like singing, or he may be feeling lonely and empty recently, or he may want to show off his voice or he hasn’t sung enough in KTV. In short, the goal is to help users find reasons to be active. We created the "K-song Wish Wall", turning the songs into a K-song wish wall, where users can write down the songs they want to listen to and their messages to others. The uploaded works satisfy that person's wish, which greatly improves the daily works of Changba. There is also "K-sing and Fat Burning". We have read a news report which roughly means that a few minutes of singing is equivalent to a certain amount of time spent on fitness. In addition, there has been haze recently, so people may not have much time to go out for a run or something like that. So we have created a set of activities where we will combine karaoke, tasks, and fat burning. The more songs you sing, the more calories you burn. I hope you will come here every day to sing and burn fat. The launch of this function has brought in more than 100,000 participants, so we still hope that user operations will use their own creativity to explore a reason for users to be active in the community. 4. Paying users need to dig deep into their needs and develop operational strategies In addition, there are paying users. We have broken down the daily spending levels of all paying users, and we will also break down the number of people in each level. In this way, we can clearly see why the line suddenly went up today, and why these people are willing to spend more money today. Then, we can use operational means to motivate them to maintain rapid growth in the many days that follow. Therefore, it is still necessary to segment users' payment behaviors, find out their core needs, and then formulate your own operation strategy. Operation is happy I think doing operations is actually a very happy thing. As the saying goes, product is the father and operations is the mother. Let us raise a child happily together. The process of raising a child is very happy, because users will constantly give you confidence, whether through data or real feedback. You will feel that my child is growing more and more beautiful. At the same time, I also hope that all operations students can find happiness in their work. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @杨帆 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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