What's the reason behind the miracle of a circle of friends

Wen/LAN XI

In the movie "After Life", Dan has such a line without expression: "Heard a lot of truth, but still bad this lifetime."

Change the scene to a lot of business-themed meetings, looking around, you can see as the hill general crowded, they are looking up on the stage to learn the first-hand to share the entrepreneurial mind, someone looked down carefully to read the phone reading more easily than 100,000 of the "You have to focus on 10 business trends", For these passionate and witty young faces, we can use the same expressionless narration to make a note: "Copied a lot of successful experience, but never paste success."

The so-called "internet thinking", "subversive innovation" in China-not the leading technology industry in the United States-by religious worship, I have seen counted but also a caustic remark:

"In fact, it still caters to the Chinese people's old habits: impetuous, short-sighted, tricky, always want to find a trick, secret, shortcut, an enemy, overnight, once and for all, recognition of those bitter kungfu, stupid kung fu and Slow Kung Fu." ”

Just over the last weekend, a photo social application called the foot record suddenly became another phenomenon class product of the exploding friend Circle, in 10 days, it was in the App Store rankings from top 1000 up to the free classification of the 1th, a miracle.

With the words of the founder of the foot, Willow, she herself was unable to answer the fervent questions from the industry--which, of course, did not preclude the timely emergence of questions about why the fire was so hot, and the large number of enthusiastic people who helped to sum up the successes of success--because the accidental popularity of the mind was not a planned result, It is more like the non-linear relationship between the butterfly and the storm, Willow admits that she can not predict the storm, but the history of the butterfly by her own hands, it is possible to give the word.

Live

One months ago, the full release of 2.1.4 version, joined the horizontal widescreen filming, filter optimization effect, add Chinese and English subtitles and other functions, it is this update, so that the play of the full mind across the small crowd, into the public view.

"After the version iteration, our user volume began to grow on a small scale, and these increases gave the full memory of the opportunity to reach new users until a certain critical moment triggered the virus effect," Yang said, from the user's large area UGC is the biggest surprise out of the results.

The idea of this app, from Canadian photographer Christopher Moloney, a veteran fan, Christopher Moloney is keen on arranging his place in the classic scenes of a famous movie, such as Hepburn's Breakfast in Tiffany. The once-stopped jewellery window, or Jean Reno in the New York streets of "the killer's not too cold", Christopher Moloney overlapped the actual photographs of these scenes with the film stills perspective, and he attracted legions of fans on the Internet.

* One of the works of Christopher Moloney

Willow is Christopher Moloney one of the fans, the birth of the goal is to allow more ordinary users can experience the Christopher Moloney play, with a complete record of travel records, it becomes a movie Bible.

But apparently, the target audience at this point is fairly narrow-he/she has to love and be able to travel, but also to the film has enough knowledge and pursuit-nearly half a year ago, the total number of users of the full five digits, this is not a can be called a passing grade.

There have been investors evaluation of the early foot, said the product "film and tourism culture to do cross-industry integration, targeted by the audience group relatively high-end, but the two cross industry, the entire user base is small, to obtain the first batch of seed users difficult." It is easy to drown, suggest a change of direction, when starting a business, the choice is more important than the effort. ”

"Entrepreneurs often hang their mouths in beginner, but easier, you will encounter unimaginable pressure and obstacles, investors will also question your market is not big enough, the founder of this time will also fall into the courage to adhere to the hesitation", it is clear that the willow will be full of fame known as accidental, but accidental behind, Also has a certain unknown.

If the problem is with the product, continue to start with the product and make it more cordial and applicable.

Bodiless

The idea of a team is to get the product out of the fragmented scene and provide the user with a rigid reason for sharing out.

"China doesn't have a tripod-taking photo-social product because everyone is imitating Instagram, but your social relationship is difficult to build in the product, because the micro-letter refactoring and monopoly of this layer, so the less you do, the less information content, the less the ability to retain users", so the full team to the product to move knives, is to make a complete difference, "Forget Instagram." ”

(In addition, a sample of research data showed that American users are accustomed to using Instagram and other applications to take photos, while Chinese users are accustomed to using the mobile phone default camera to take pictures, save pictures to the album and then through the social platform to share.) The difference between this habit may help to understand the changes in the memory. ）

Willow said: "Photography is to record, and record is to recall, and people's memories are in the form of a film in a frame of a frame of the present", so the full memory of the product function, from "Go to the classic scene of the movie pilgrimage" evolved to "every picture can become a classic scene", after taking photos of this behavior, The full memory provides the user with the movie widescreen size scale, the film subtitle's copy style, the film film color style, then finally completes the photo to give the dramatic function, namely "The Big mode" function.

* To remember the effect of "blockbuster mode"

The threshold plummeted, so crowded.

Ma once talked about the commercialization of micro-letters, said the user to create the game (such as from the media) far beyond the imagination of the micro-trust team, so the best way to micro-letter is to do the underlying facilities, the upper layer of the model to the access side to complete. This expectation is almost the ultimate vision of all platform-like products-although it seems that both capital and the media now have some aesthetic fatigue about the term "platform"-and that the springboard to fame is the ultimate.

Willow in heard that users use the "big mode" to create "Japanese jokes spit" type of picture works are also surprised, from this perspective, good products will naturally be given to the user story, rather than the need for the entrepreneurial team to think about how to create a tear or controversy to the market story.

With just 8 people on the team, a sudden explosion of users--already breaking the million mark--has left them struggling to cope with server load pressures, and even to the next version of development, which is still dependent on new financing.

Rest

Photographic applications are indeed relatively susceptible to the effects of events, and the situation similar to the foot, Tencent produced every day p figure has been due to the "national Cos Wumei" activities to the top of the app Store, the magic diffuse camera and butter cameras have also had a Shankhi experience, but will not "get Addicted to Die", is the key to test the entrepreneurial mindset.

* Remember the last week's performance in the App Store free list

On this issue, may be because the result is too easy for the sake of the willow kind of "do the personnel, listen to the destiny" of detachment, although also worry, but do not value, because for the phenomenon-class products, the retention rate than the user volume is more important.

As for the future of the full memory, Willow said three strategies:

1, brush the circle of friends, to gradually away from the circle of Friends: micro-trust Friends Circle is very important, but there is not a social product of paradise, in the output of content, need to pay attention to recycling users. Since the 2013, many of the short-lived products have been too dependent on the micro-trust friends Circle and loss of internal hematopoietic capacity. In addition, the product itself has a strong lbs attribute, these need to surround users to develop corresponding value;

2, to encourage the equality between account and account: The full memory in operation and many similar applications to explore and encourage the production of large, because the normal social is a balanced, to the central process, the stream is not as good as the stream. At the same time, foot Kee also pursues the principle of full customer service, so that users can perceive the way to respond to demand and even scold;

3. Keep Pure: "blockbuster mode" is a stunning scream incision, but the need to keep it in the living culture and film art of grafting between, as well as loyal to the core users of the pure consciousness, "deviating from their own interests, is the most terrible." And in the literature and art market, most of the time taste is the greatest competitiveness, the user's choice of products, usually depends on the emotional and temperament. The good thing about it is that it is made by a group of young and literary youth to another group of young people's products, the gene relative matching, can also accurately convey product demands.

Looking

* A photo-lover's mobile desktop

Able to stand out from the near-hundreds photo application, the team has claimed to have "no regrets in this life", but catches, from the external competition is also a sufficient to remember the situation.

Taking the 360 (Camera360) of the competition product camera as an example, presumably due to the app development and audit of the time limit, it simply preemptive in the micro-credit public account to open a new "movie photo" function, through the way of HTML 5 to achieve similar functions, competing for user awareness.

Whatever it is, do it and cherish it.

Competition network, only focus on VC market, micro-credit public account: Hizhulu