Thoughts on products behind face Meng's popularity

Recently, in various news reports, Facebook has become a phenomenon-level product with explosive growth. Downloads of more than 10 million lines have also attracted a huge amount of attention.

From the development trend of image applications, the explosion always appears in stages. from Baidu magic map, crazy guess image, to watermark camera and magic mancamera, image applications are constantly emerging, it is gradually attributed to silence. No matter what symptom-level applications have previously rejected users' hot spot transfer and rankings decline, users' departure and tuyere transfer are often indisputable. This is often the case for entertainment-driven products with simple functions. In the era of entertainment as a fast-moving consumer product, the fragmentation of user time, the uncertainty of user needs, and the instant transmission, it brings about a rapid transfer of interest.

For products, the influx of large downloads and usage is only one-time app traffic, most of which are not actually converted to application users. Traffic will gradually decrease, and the value is far lower than the value of real users. Therefore, we need to wake up from such popularity and think carefully about how such a flourishing situation can be maintained for a long time, and how to find the force to rise again after the fall.

1,Regression nature: from fun to useful

Many people know that product creation requires both fun and useful arguments, but why?

The essence of fun is to satisfy people's emotional needs. When people return to human nature, the reasons why they are emotional about one thing and cannot maintain long-term interest often come from habits and comparisons. Seven years of Itch is a habit. If you buy a new car, you will be told by your neighbors that he just bought a better car, you will suddenly find yourself less happy and satisfied with purchasing a new car. The nature of the environment and things has not changed, but the human mood has changed and cannot be recovered. In the current social environment, there are a wide variety of interesting things and a wide variety of products and models that are changing with each passing day. As a result, people are getting increasingly accustomed to and comparing interesting things. Therefore, interesting things often have a short life, the interesting complexity determines the time when the user leaves.

How can we overcome habits and compare them? The method to keep the other party away is to meet the basic needs of people.

Useful is to meet people's basic needs. Compared with Musk's demand theory, it is interesting to be at the upper level, solving the needs of self-realization, self-esteem, love, and sense of belonging in one aspect. What is useful is to solve the basic needs of people, for example, physiological, security, or use needs (this is a problem solved by Momo, 360, and Baidu map ). Demand Theory is a pyramid, and the pyramid is characterized by wide and Stable Bottom, narrow and changeable top. To solve the problem that the emotional appeal is easy to change, we need to reverse the demand hierarchy to restore the origin and original needs, from high-level needs to low-level needs, in order to overcome habits and comparisons, because we use the features of high-frequency and stable low-level requirements.

How to get interesting and useful?

First, you need to analyze which functions are useful or which functions can be converted into useful ones. Then many products have made beneficial attempts, such as guiding users to use a certain function, lowering the functional usage threshold to a lower level, and putting the function in a more conspicuous position. Think of yourself as a pipeline and find a way to make users interested in the functions useful to the product in this process. If the user is not interested, it indicates that this function is not useful enough or is not doing well.

2,Try again

In subsequent iterations of symptom-level products, on the one hand, there are optimization, improvement, and enhancement of existing functions, meeting the needs of users left behind. On the other hand, we need to actively design new product forms and features. Because of the same product features, it is cool. Lost users think they have already experienced and tried it, it won't be easy to look back, so we need to give them a fresh feeling, a new experience and excitement, and get them back in a new way.

Crazy guesses to crazy guesses, Baidu Magic Figures PK big coffee to cross are all good attempts in this regard, but more is needed.

All of this should be based on the first point, otherwise the traffic will never be converted to the user.

3,Brand: the final destination of the Product

The new features of the product are very difficult to achieve the same success. What is what we really want to do?

What is the path you like to become famous with a singer or a singer?

Ren xianqi made a debut in "heart too soft", continued to write brilliant "Sad Pacific", and later "Tianya" and "Spring blossom"; Wang Feng became famous for "flying higher, however, the legend of Phoenix emerged in spring, Beijing, and even existence, "Flying Freely" and "the most dazzling National Style" have consolidated their position in Chinese songs. However, singers with only one song have long been forgotten.

Singers became famous by using multiple popular songs. After becoming famous, they sold no longer just one or several songs. Their albums were watched and downloaded by millions of people, the good songs help them consolidate their position and image in people's minds. They sell personal brands or symbolic images in the minds of young people.

Similarly, do entertainment programs last sell content or brands? Will changing the content of any program in "Daily promotion" greatly affect the audience rating?

Therefore, what we need to do is to impress users through good works and good functions, so as to impress the user's mind, and finally let the user accept the product brand itself, instead of product features.

• Good product selling brands and common product selling Functions
• The function has no adhesion, but the brand has
• The function has no long-term vitality, but the brand has

Therefore, the complete idea is to pin the brand image to the user's mind through interesting, useful, and multiple successful product innovations. This is the ultimate way that competitors cannot replicate and defeat, it is also the fundamental way to solve user loss. The magic of a brand can naturally draw attention and usage in many cases. This is exactly what meitu xiuxiu has done to ensure its position in the image field. Similarly, roseonly sells more than products.