How Momo plays the social networking game—product analysis report!
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Purpose of analysis How does Momo do stranger social networking ? What problems does Momo have now? What opportunities exist in stranger social networking? Background Overview Product version: 7.0.2 Phone system: iOS 9.3.4 Product Positioning Original intention: to create social products that young people love to use. Make friends with strangers and share your life method: Use LBS positioning to find nearby strangers, make friends with strangers, establish connections, and develop relationships Quickly chat with strangers and establish connections through "mutual like matching" Nearby groups and activities use offline activities to help users build connections and form an online and offline closed loop Momo Live enriches user scenarios and promotes friendship Product Market Analysis Industry internal situation: At present, Momo is still the leader in the stranger social market, with the largest user base, stable daily and monthly active users, and is the only independently listed company focusing on stranger social networking. However, there are also many stranger social products on the market that take a different approach, such as TanTan, MianMi, and Shui. In addition, Tantan received a new round of financing of 32 million US dollars in March this year, and was also called a billion-level unicorn in March this year. According to the stranger social networking report released by iMedia Consulting at the end of last year, the stranger social networking market is constantly innovating and its development potential remains to be tapped. Whether from the perspective of human needs or market gaps, stranger social networking still has a lot of room for development. Target Users Target users: Young people who want to make friends with strangers User segmentation dimensions: Gender: Male is the main one, female is the auxiliary one Age: 15~33 years old Region: Mainly first-tier cities such as Beijing, Shanghai and Guangzhou, followed by second-tier cities such as Zhejiang, Jiangsu and Henan Familiarity with network operations: familiar, average, unfamiliar, etc. Motives: dating, hooking up Usage scenarios The following are the main usage scenarios of Momo: 1. At night, in a bachelor apartment, an IT guy was bored and lonely before going to bed, so he wanted to meet a beautiful woman nearby and use Momo to satisfy his physical needs. 2. When a married manager is on a business trip and is bored and lonely in a hotel, he wants to date a nearby beauty and even show off his brand name to satisfy his physiological and respect needs through Momo. 3. At night, at home, a single woman wants to meet a handsome, rich man nearby and wants to get the satisfaction of being pursued. She uses Momo to meet her need for self-realization. 4. On weekends, when a college student is bored in the dormitory, he wants to participate in nearby activities and participate in offline activities through Momo groups to meet social needs. Demand Analysis Corresponding to the needs of the usage scenario: Scenario 1: Physiological needs, social needs. Single IT men have a narrow social circle and it is difficult for them to have in-depth communication with the opposite sex in real life. Through Momo, they can get to know the opposite sex they like nearby. At the same time, the cost of making friends becomes lower, and it is easier to get in touch with people and circles that they are interested in. Scenario 2: Physiological needs and respect needs. When a married manager is on a business trip, he is free from his constraints and has the desire to meet the opposite sex nearby. Meeting the opposite sex through Momo can satisfy his physiological needs, and he can also satisfy his respect needs by showing off his brand name and gaining the envy and admiration of strangers. Scenario 3: Social needs and self-actualization needs. Single women are more reserved in real life, but they have the desire to meet strangers online to meet their social needs. At the same time, many men will take the initiative to show their affection on Momo, which can meet their self-realization needs. Scenario 4: Social needs. When college students are bored on weekdays, they hope to participate in offline activities to enrich their extracurricular life and make friends. Through Momo, they can participate in offline activities of interest and meet social needs. Functional analysis Functionality This part mainly analyzes how Momo's key functions are realized, including one-to-one dating and multi-person dating. 1. One-to-one friendship The one-to-one friendship function is mainly realized through the following entrances: "Nearby People List", "Dot Dot", "Address Book", and "Moments". >>>People Nearby The list of people nearby is the entrance to Momo’s critical one-to-one dating function and has been in use since the birth of Momo. In the list, users are arranged from near to far based on distance, which is the distance between the location the user has been to and your current location. The information displayed on the list for each user includes: avatar, nickname, distance, time of the distance, level, gender, age, personal signature, personal behavior characteristics, etc. >>>Click , click, click, it copied Tinder’s quick dating function, judging whether someone is “interested” by looking at their face. Both parties can chat after liking each other, quickly establishing weak relationships, simple and crude. User information is displayed in the form of cards, and other users can perform three operations based on the information: no comment (swipe left or press the "X" button), like (swipe right or press the "smiley face" button), and super like (press the "heart" button). The information displayed on the user card includes: photo, nickname, gender, age, level, distance, personal signature, personal behavior characteristics, etc. >>>The address book function binds the user's mobile phone address book to obtain address book contacts and helps users find friends on Momo. >>> Moments is the big move in Momo's 7.0 version. Although it is directly borrowed from Snapchat's self-destructing videos, it is a milestone for the development of Momo and even social apps. The entrance to Moments is located at the top of the Message tab, and in Momo version 7.0, Messages becomes the homepage tab of Momo, and users can see it immediately when they open the App. In the Moments function, users can post and watch short videos . Before publishing a short video, users can edit it and set a validity period. The validity period can be 0.5h, 6h, or 24h. The video will be automatically deleted after it expires. 2. Make friends with multiple people The multi-person dating function is mainly realized through entrances such as "group", "circle", "chat room" and "live broadcast". >>>Groups Group categories include: making friends, life, interests, fun, sports, outdoor, and industry. The group list is also arranged from near to far according to distance, and includes information indicating the geographic location, such as Wanda Plaza - 0.46km. The information displayed on the group list includes: avatar, group name, level, number of people, activity, tags, group profile, etc., and it also provides an entry for quickly joining the group. After users join a group, they can communicate with users in the group, share their lives, participate in offline activities, etc. >>>Circle Circle is a secondary entrance located in the personal center. Circles are divided into four dimensions: selected, latest, recommended, and popular. After users join the circle, they can participate in the circle’s activities, post messages, and thus achieve the purpose of making friends. >>>Live broadcast is a new key function added by Momo, which enriches the user usage scenarios and plays a positive role in improving the activity of Momo. In addition, Momo achieved a year-on-year growth of 222% in the second quarter of 2016 thanks to the live broadcast function, and the live broadcast revenue accounted for 58%. Since there are too many points to analyze about Momo’s Honey Live, I want to analyze them separately later, so I won’t go into details here. Specific functional analysis Because "Diandian" is a quick dating function similar to Tinder and Tantan, I am quite interested in the differences between them. I also hope to get some inspiration on how to socialize with strangers by analyzing their characteristics, so I chose "Diandian" for in-depth analysis. 1. Analyze points For the "Diandian" function, I would like to consider the specific scenario first. When the user clicks on "Diandian", what does he want to do? What is its specific usage scenario? What do users need and pay attention to in this scenario? Then analyze whether the "Diandian" function itself meets the needs of users and how it meets them? Taking the usage scenario 1 mentioned above as an example, what is the user's motivation for using 'Diandian'? Since users use the Diandian function before going to bed at night, their core purpose should be to quickly find people who are interested in them and like each other. At this time, when he judges whether he is interested in a person, the key factors he considers may be gender, appearance, distance, age, personal attributes, and common characteristics. In the night usage scenario, gender should be the primary consideration for users. Secondly, based on the picture, they can subjectively judge whether the other person is the type they like. Next, they will consider how far away the other person is. The distance factor is still very important for users who want to have sex. Some users may also care about whether the other person has common characteristics, interests, or even some personal characteristics of the user himself. When used, its possible paths are as follows: Like -> Like each other -> Chat Like -> Like each other -> Continue exploring Like -> Continue exploring No feeling -> continue exploring Therefore, only when both users start chatting and establish connection (effective connection), the dot-dot function can be considered to meet the needs of users. From a product perspective, the user cards provided by Diandian contain information such as photo albums, nicknames, distances, age, levels, personal signatures, personal attributes, and common characteristics. Among them, the picture collection is placed in the most conspicuous place and occupies the largest position. The user can see the gender and appearance of the person at a glance, and he can quickly judge whether he likes it. The distance is placed in a separate area in the lower right corner of the picture and is grayed out, which seems to be a deliberate attempt to downplay the importance of distance. Personal attributes and common characteristics are placed in a relatively prominent position, providing users with more reference factors and allowing users to better understand what kind of person the other person is, and then judge whether they are interested and whether they can establish further contact. As for the user-friendly interaction: swipe left to indicate indifference, swipe right to indicate like, there are many professional analysis posts on the Internet, so I won’t go into details here. 2. Improvements Although the Diandian function is very similar to Tantan, based on user reviews and word of mouth, my personal experience of using it, and some of my small surveys, I still found that Diandian has inevitable problems. This may also be the problem that Momo is facing now. The following are some possible problems: - Low matching - Low quality of connection - User quality varies -The overall level is low. Regarding the problem of low matching degree, what we need to consider is: improve the matching degree -> increase the number of successful matches -> recommend people that users are more interested in -> how to do it? How? 1) Recommendation algorithm: -Build user preference profiles based on the user’s previous likes records - The weights of various factors are set based on personal preference profiles. For example, if a user prefers financial men, the weight of the financial industry will be higher, and the screening will give priority to financial attributes. 2) Product Improvement: -Add "labels" and the labels are evaluated by other users to distinguish the groups that users belong to - Added "interest" display to help users understand whether the other party has the same hobbies as themselves -Add the display of "industry" to distinguish user groups by industry and make it easier for users to make judgments -Personalized information display, in addition to basic attributes, the display of other information should depend on the user's preference profile. For example, if a user prefers to have common characteristics with himself (have been to the same place, etc.), then the cards seen by this user will give priority to displaying the common characteristics. The uneven quality of users and the overall low level of quality are the most criticized issues of Momo, and this is also an inevitable problem after the number of users exceeds 200 million. In addition to the problem of the overall product image, Momo is also facing a major shift from "increasing the number of connections between people" to "improving the quality of connections." The emergence of live streaming has given Momo a glimmer of hope, but it has failed to cover up the embarrassing situation of "low quality of connection", which is actually the biggest problem that stranger social interaction needs to face. The emergence of difficulties is always accompanied by endless opportunities. If you want to enter the stranger social market, you should first think about how to improve the "quality of connection". Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @差评 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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