Operational promotion: 4 commonly used mechanisms for attracting new users!

My understanding of user- attracting products includes attracting new users for a startup product, that is, the process of accumulating seed users from zero to one, and the process of achieving continuous traffic growth for a mature product based on the existing traffic.

Next, we will introduce several commonly used user acquisition mechanisms:

1. Cash subsidy type

Cash subsidies are used to attract users to register by giving out money or red envelopes, and the temptation of money can stimulate the acquisition of new users. This mechanism can indeed bring short-term growth to a new product, but how to retain these users is a difficult problem.

In early 2019, Luo Yonghao released a social communication app - Chatbao, which was based on Bullet Messenger. It allowed users to earn coins by chatting, shopping, playing games or completing tasks. After a short period of user growth, the app was taken offline in March.

When discussing the cause of the death of Chatbao, we cannot avoid discussing its product positioning and growth model. Providing subsidies to users can indeed stimulate user registration and behavior, but it does not hit the user's pain points and does not truly solve the user's needs. Whether it is Chatbao or Bullet Messenger, the premise of their main focus on social networking among acquaintances is to have a certain user base in order to open up a certain social relationship chain and thus drive growth.

The essence of social interaction is connection, and the continuous cash subsidy mechanism of Chatbao cannot cultivate users' usage habits. The lack of exploration of social sub-sectors cannot divert traffic from WeChat's huge social relationship chain.

By also using cash subsidies as a mechanism to attract new users, Qutoutiao can attract new users while maintaining tens of millions of daily active users. Ultimately, the success of Qutoutiao lies in its perfect cash reward mechanism for recruiting disciples. Users who read, sign in daily, and comment on information can earn a certain amount of gold coins, which can be converted into cash.

This model not only takes advantage of users' desire to get something for free, but also creates certain user scenarios, continuously cultivates users' daily reading habits, and uses personalized recommendation algorithms to provide users with interesting and valuable personalized content and services.

2. Fission growth type

In addition to the cash subsidy type, the fission growth type is also a commonly used new user attraction mechanism for a platform, that is, based on the existing traffic, the social relationship chain is used to generate one to two, and two to four to achieve traffic fission.

Fission is the transformation step in the AARRR model. The core of fission is to meet user needs and solve user pain points. When users experience good services, the product can guide and motivate users to spread good word of mouth. Building user social centers and diversifying products are effective ways to accumulate users.

Qutoutiao mentioned above effectively combines the model of cash subsidies and fission growth. For an ordinary user, the gold coin income obtained from signing in and reading comments on information is limited, but more income can be obtained through the mechanism of attracting people to register. In addition, the profits from attracting new users are returned in the form of cash coins in stages. This approach not only reduces the cost of activating old users, but also helps to attract new customers.

In addition to cash subsidies and fission forms, Qutoutiao also cleverly packages this model through gamification and creates motivation for users to attract new members.

3. Word of mouth driven

A new product will often first invite big Vs and well-known bloggers to join, using the fan effect to stimulate their fans to join. Among them, community-based software such as Xincao and Zhihu adopted this model for initial promotion and attracting new users.

In order to operate a product well, it is not necessary to inject a large number of users in the early stage, as this will make it impossible to fix product problems in time and clarify the product's target positioning. In the early days of its release, Weishi was eager to expand its traffic but neglected to control its basic positioning, resulting in low quality of its content in the later stages and a lack of its own style, neither like Douyin nor Kuaishou.

In the early days, Zhihu was not immediately open to all users. Instead, it first invited big Vs from various fields to join in order to expand its content matrix. Most of the initial 200 users came from the IT Internet circle. This small circle started to ask and answer each other's questions, and then began to open up registration little by little. The invitation-based registration method is a good way to create high-quality and high-end product tonality for your products and maintain a harmonious product atmosphere. It was not until March 2013 that it opened registration to the public. In less than a year, its registered users expanded from 400,000 to 4 million.

In the early stages of a product, you must first clarify your user range. You need to select the first batch of seed users from the user range, enter a certain field first, grasp the characteristics of this part of users, and let these users become loyal users of the product. You can also improve the usage behavior of this group of early users. Summarize and analyze product deficiencies to verify the product's business model, to emphasize and optimize product advantages, and to promptly repair product defects.

4. SEO and ASO Promotion

ASO is the abbreviation of App Store Optimization, which is the process of improving the App’s ranking in various App store/market rankings and search results. SEO stands for search engine optimization, which uses the rules of search engines to improve the natural ranking of websites in relevant search engines.

Both models are designed to enable them to take a leading position in the industry and gain brand benefits. How to use search rules and ranking rules to make products easier for users to search or see is the key to SEO and ASO.

The influencing factors include the name of the application, the keywords or tags of the application, the name of the application, etc. When setting the name and uploading keywords, you should consider the most common keywords that users search for the app in search engines.

High-quality ASO and SEO can improve the results of users' searches on search engines and app markets, that is, the number of impressions and clicks, thereby increasing app traffic, including PV, UV and registered users, and ultimately generating revenue.

Conclusion

This article mainly summarizes four commonly used user acquisition mechanisms using several common social apps as examples. Next, I would like to introduce several common fission growth mechanisms.

Author: JC

Source: JC