Beauty Clap Why so fire: Circle woman + fool operation + Sincerity Marketing

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June 20, in App Annie's latest launch of the May Application index, the United States beat the "non-game iOS list," The world's first location, the world's iOS App Store is the hottest app. To shine on the app-Annie Apps Market Barometer, it's definitely unique. I share this article, summed up the user, a simple product operation, pro-people routes and marketing these several reasons.

To circle a woman is the first step

April 2013, Cai (famous angel investors) as the Chairman of the United States Mito, from 4399, Storm audio and video, 58 with the city to the present beauty map market, Cai after a magnificent battle. Gallop to the sea, CAI has always maintained a concept: The user will certainly have a business model, and is not thinking of a good model to find users.

Everyone knows that, in the circle of women, it means a bonanza. In the beauty market, women are a huge group of mobile phone photographers, and any photographic camera application will not overlook this. With a high usage rate, a series of business activities such as sharing, socializing and shopping leads follow.

In the major software is constantly updated to change today, the beauty diagram software is also experiencing baptism and growth: from the original simple dimming color palette, style transformation, to portrait advanced beauty, Beauty filter, and then to add borders text, direct application to the social platform, as well as several recent software has improved the intelligent complementary light, add beauty tips and so on.

These are the most humanized changes that software developers can make to female users. These intimate functions and filters are highly rated in the female user base.

It can be said that the United States Mito itself is a huge market, claiming to have 740 million users and 422 million mobile end users, one-day active users more than 18 million, of which nearly 70% of the users are women.

There are insiders in this analysis: the United States if the film can transform the United States Mito 10% of users, than micro-vision, such as a series of micro-video software existing users to much more. And the United States Mito imported users to love the main female, this group of users around the natural around a lot of male users and the same love of self-portrait female users, which formed a good transmission chain. #p # subtitle #e#

Without the "fool" type of operation

Women in software operations are naturally not like tedious and complex. In this regard, the beauty of the film caters to the needs and tastes of women.

From 2013 onwards, micro-video wave at the beginning, micro-vision, second shot, music and other micro-video software appear, but the overall industry is tepid. The United States to shoot the iphone version of the online only 1 days, the App Store free Total list First, Hong Kong, Macao, Taiwan, Malaysia and other regional total list first.

Why?

First of all, we have to admit that the United States Mito huge user group propped up half the sky. And just right, the positioning of the United States to shoot products in the "Everyone is a Star", the video industry, "the United States Mito." To put it simply, the beauty of the racket to tell the public is that it is a great effect of the camera-will be clips, filters, watermarks, music, high-definition image quality of these five elements into a MV special effects, the video processing of all the complex later work, into a simple operation of one-click. Just click, the ordinary video one second can be turned into exquisite mv.

Aiming at the user's "beauty" demand, the United States provides a short video application of the basic functions: first, the use of the same as the United States short video application Vine the same can be stopped shooting mode; second, after the completion of the shooting, users can add filters or built-in MV template, which provides a variety of MV special effects mode, including love letters, modern times, cherry Blossoms, Broadway and so on; Three, built-in a large number of background music, users can shoot for short video soundtrack.

Amerto similar, by providing these built-in templates, the United States to provide a key "fool" operation, the application of the software again unfamiliar people do not feel difficult to operate.

In addition, the United States to shoot the user relationship with the use of social media. At present, it provides Sina Weibo or Facebook account login, users can import Sina Weibo, Facebook and mobile phone address book friends, but also a key to invite micro-trust friends. In addition to expanding influence through social sharing, the United States has also added a similar game to unlock mode: In addition to the general MV special effects, the United States also launched the "Barcelona", "Juno", "clash" three kinds of lock MV mode, users need to recommend the United States to take a micro-trust friend circle to unlock the effect.

Popular idols are taking the "pro-folk" entertainment route

Not only the operation is simple, the concept of the United States is also easy to allow users to accept. Here, I have to mention the same for the short video app Tencent Micro-vision and Baidu beauty Pat.

First, the United States to shoot the initial release of the strong rival-Tencent micro-vision. As Tencent to the end of 2013 launched the key products, micro-view has Tencent Weibo, friends Circle, QQ space, Tencent video a lot of resources, although there are many ways, but on the resources, the United States to shoot only a beautiful mito of the user group is enough seconds to kill it, coupled with the United States to Pat Sina Weibo as the main battlefield, its spread far ahead of the speed is too normal.

What's more, micro-view the original design idea is to imitate Vine, to the national creative production for content-oriented, and its short video media attributes than social attributes, but in China, users prefer entertainment rather than creation, the threshold is too high, we are lazy across, what simple, users chasing what.

Again, Baidu US film, Baidu United States to launch the first official release and iOS and Android version two have, the results are more beautiful after the release and only the iOS version of the United States shot. Such a result of the public's head in the full of doubt, the same app, and Baidu United States to shoot the user group at the beginning of the release appears more perfect, but how to lag behind the United States to shoot it?

In fact, in the concept of beauty shooting, is to create a social circle based on geographical location, and through self-portraits, pictures and other information, so that the proximity of the users can more easily understand each other, step-by-step in the establishment of contacts between strangers, this does not seek to focus on the distribution of resources to the scattered approach, people feel "close."

By contrast, Baidu is the United States to take this is defined as "beauty comprehensive personality Show platform", is trying to become a network of reds, stars of the new bearer platform, obviously this "tall" path appears to be more "distance sense", now the era is a national entertainment era, if the people can not participate in, the result can only be abandoned.

The United States Mito has always been good at taking entertainment routes, the same as the United States shoot. It not only by the popular pursuit, but also attracted the public idol, Faye Wong, Xiaolu, Luo, Li, Chen, Chen, Karen Mok, Angelababy, and many other stars, accelerated the hot shot. Only 15 days into the Xiaolu, the number of fans has been millions, "and only the iphone version of the client." "The United States and shoot related personnel said. Clearly, this is a welcome figure in popularity.

In good faith the marketing card plays too beautifully

When the brand positioning, user groups and user experience are in a mature and stable state, such a beautiful film, quite ready to posture, and the East wind-the beauty of the emotional marketing is also impressive. The iphone's explosion, which has made its Android users a bit impatient, is sending out calls on Twitter that "iphone users have been playing for so long, why don't you come?"

So, the United States Pat Android version on June 6 a line, a letter to the Android user "apology letter"-"I ' m sorry I'm late!" Appeared on the front page of the Beijing News, attracting everyone's attention. In addition to the front page of the newspaper, a few days after the United States shot also through the line of the bus, Wanda big screen, and the line of Mushroom Street, PA, palm reading, flying input method, such as app and banner to the user to apologize. Such a solemn apology in the app is still the first, the long-awaited Android users everywhere can feel the sincerity, but also at the same time to know the Android version of the online news, only the United States to shoot a small assistant released by the United States team apology video to get more than 120,000 praise.

In this way, not only to meet the needs of the user's heart, but also let everyone see a vibrant beauty of the work team, no doubt, the sincerity of the card play beautiful and convincing.