Pushpin to tell you the way of community APP's survival

There have been countless mobile community apps in the mobile Internet space in the past, but with countless community apps such as Singing, Street Fighting and more coming to an end, the team has been able to pool a lot of money and get together Considerable user base, while other community App are basically in a difficult struggle and exploration, managed to maintain the operation, or even the bleak ending a lot.

The most successful mobile community in foreign countries is none other than Instagram. With the rise of Instagram, one after another emerging emerging photo-type communities in China have emerged one after another, making it hard to kill on the land of mobile internet and then inevitably disappear one after another. In spite of this, the importance of this market is beyond doubt. So how is its trend going? Or through a dynamic analysis of the changes in the market, we can look into it.

From Yahoo!'s focus on Flickr mobile, Google's acquisition of Snapseed and its freeization, Twitter mobile applications to increase the filter function of view, the picture is now social networking in a rapidly growing value-added social networking content. However, based on the picture to share APP is too much, from professional Instagram, Path, to social-based Twitter, Weibo, WeChat, they each have their own user base. In this way, before the post-wolf tiger attack situation, the domestic picture community how to find their own way of development, successful breakthrough?

For early-stage community APPs, the most important indicator is the number of users, whether the total number of users, or daily active and weekly active users, are extremely important market signals. Recently, the number of users has just announced that the number of users has exceeded 20 million. Under the circumstances that the cost of user promotion is getting higher and higher and the degree of difficulty is increasing, how is the picture community popularized and how to attract users? I chose a few representative products to sort out and analyze the law of promotion and the visual benefits it gained.

Pat pop: Star settled strategy

Recently, pop officially announced its user base of more than 20000000, and its founder and CEO Xu Zhaojun also disclosed three strategies, in addition to hair long audio and test the water native ads, pop will continue to enhance popular cultural and entertainment content UGC and PGC mode construction. Since its inception, Pops has settled in more than 2,000 well-known domestic topics.

Strategic Analysis

Pops claim its greatest feature is the sound into the photo, built-in more than 10 kinds of real-time filters, support for each photo to add sound. Pop-up method of operation is simple and convenient, select the photo, select the photo filter, press and hold the voice button, you can attach a recording of the photo, the recording can record up to 90 seconds. At the same time, the content can be shared to major social networking sites.

But these do not constitute the pivot point of the pop-up user's growth. Because similar products of "Picture + Sound" exist before the pops, why is it that Pops can stand out and gather a large number of users in a short time? This is the star promotion strategy we are going to talk about today.

October 2012, pop lively. Then all kinds of entertainment stars have appeared: Vijias, small S, Kai-fu Lee, Dick jeans, Hong Huang and many celebrities and celebrities opened one after another, the market force signals clear. Microblogging, SNS are all through the entertainment star of celebrity users triggered onlookers, this strategy time-tested. Celebrities play a very good role in the appeal of their followers. For a large number of Chinese reeling users, they actually do not care what photos + sound, just say that they come here to see the stars.

Benefit analysis

The following table is the pop star user traffic, I counted the stars in the Sina microblogging pats sharing number and the corresponding traffic, to analyze the pop in the star strategy benefit.

The effect of the stars are large and small, you can see, such as Yang Mi, small S, Kai-fu Lee and other single click on the amount of one hundred thousand can reach the order of one hundred thousand, and the reasons there are different, Yang Mi has a large number of loyal powder, idol The appeal directly into the amount of traffic; small S and Kai-Fu Lee and other social issues are the hot topic, attention detonated traffic.

From the data in the table above, the total number of clicks is more than 5 digits. Huang Bo, Xie Na and others have already exceeded 7 digits. The star strategy has brought huge traffic to pop. With the more pop star pop-up users (measured by the number of postings), their fans are also more interested and using pop-art products.

A comprehensive analysis of the two tables in Figure 3 shows that the maximum single click volume does not fit well with the total click volume, but rather the ups and downs of the total click volume, which is closely related to the positive degree of participation in the celebrity. Take Fiona Sit, for example, even though her single clickable volume is not astonishing, but as a result she publishes as many as 35 items, overall it reaches a huge amount. And if the ability to pop star in their permanent presence and actively publish content, it can effectively enhance the loyalty of many fans of the product, which is still not flawed where.

Exclusive Secret

Popping by attracting a large number of stars settled quickly within a short time attracted a large number of users, in fact, this is also the way Sina microblogging year, but there are pros and cons. From the perspective of attracting new users, very effective, which also gives a lot of inspiration App, such as immediately hired to invite brothers to commit such a bickering. However, because the celebrities need to spend money to reside, such as the small S, she took a photo on December 6, 2012 in pops, recorded a sound, and share it to microblogging. According to XXX marketing company deep throat broke the news, spent X million. We can see that the effect is very clear. The number of hits on that weibo reached 200,000 times, and the total number of comments reached nearly 6,000.

CPC calculated less than 2 yuan, considered expensive, but not particularly outrageous. However, star strategy can only solve the problem of users settled in, want to lock the user, but also in the product itself work hard. Small S a microblogging has attracted many fans to sign into the pop, but the small S never spoke again, this part of the follow-up to attract fans is also greatly reduced the degree of activity.

Nevertheless, when many celebrities began to use pop products, after the original capital investment, the user's problems are naturally solved. Next, we will wait and see the content model can be locked pop this part of the user.

Comments: star strategy effect is obvious, quick effect in the short term, but the key is costly, a star is a small hundreds of thousands, dozens of stars together it is not a general small Startup play. Some investors said that because the original little bit of investment that little more than 10 million US dollars left, so there is capital, coupled with the recent pop and melted a sum of money, the money burned, also in the user this one No need to worry about it. Last sentence, then, the Internet is to burn money.

Vida: reported thigh strategy

Speaking of burn in front, look at how not so much money development. Vida some time ago also announced the user over a million, let us analyze the situation again.

Historical backtracking

Vida was not originally called "micro-pictorial", remember when it was on the line quite popular, only a Spanish name Vida, which is also the typical representative of the so-called entrepreneurial spirit, the name of the spread of the degree of weakness compared with the pops N Street. Development so far, fame was apparently anti-pop. In the latest version, Vida has a Chinese micro-image, one of the features is the user-uploaded photos can be a key to making a photo micro-film, background music, animated, can be called on the phone screen Slide.

Photo Microfilm is a trend, users are no longer satisfied with just sharing pictures, such as the ability to have more music in the micro-movie playback options, will undoubtedly be more attractive. Vida Another feature is the built-in nearly 30 kinds of filters, real-time filters known as the domestic first, earlier than Instagram, be regarded as the best picture of the domestic community software camera APP.

In the promotion, Vida was also the first to rely on the camera Appstore constantly recommended start. Now it is time to embark on a thigh promotion strategy. Vida is currently the main propaganda is its micro-film competition with Tencent cooperation. The contest in microblogging, WeChat and other platforms carried out in full swing, Vida Tencent microblogging with massive user groups to push the bundled push leveraging strategy to achieve their own product range of radiation a wider user base.

Cooperation characteristics

In this contest, one of the characteristics of Vida photo micro-movie in Sina microblogging need to click into its home page to play, but Tencent microblogging can be directly played, that is, Tencent's so-called Rich interface, is said to be Tencent a big kill.

(Micro-film in the Tencent microblogging page directly display)

Of course, the game still can not escape the prizes, in the official description, whether it is mobile phones, Tiffany necklace, overseas island tour, this kind of prizes or explain a truth, promotion need to burn!

Effectiveness analysis

What's the effect? ​​Although at the time of writing, the so-called micro-film competition was only halfway past, I chose to take a visual look at the effect.

The figure is the recent original number one netizen miko- static related data, the original score has reached more than 310,000, with the rules of the competition analysis, the hits also reached a few hundred orders of magnitude in just one week.

The conversion and analysis of the scores of original works, top-ranked users have exceeded the cumulative number of five-digit click-through can be described as very intuitive results.

In order to get an accurate picture of the social influence and radiation user base of the Vida Microblog Contest, to exclude the influence of many other micro-movie competitions and to eliminate the data disadvantage of no earlier comparisons, I chose to conduct a search analysis of the sponsor Travelzoo Travelers. The reason for choosing the Travelzoo tourist group is due to its lack of prominence in social marketing, with only a small amount of search frequency before the micro-movie competition.

However, a week after the micro-movie contest conducted a search, it found more than 430,000 relevant microblogging, the figure is very impressive, but also shows the other hand, micro-film contest reached the user level.

Benefit or worry?

So what role does Tencent play? Tencent has received the message to participate in micro-film contest: As long as there is Q coins to participate. Tencent also uses its own user base to help promote the micro-film contest. Tencent recently announced that its active users reached 818,500,000, Push extremely strong, which is to promote Vida's products should be helpful. Tencent microblogging open platform leader recently out of a book called "Social Bonus" book, maybe this is a bonus?

But at the moment everything is too early, Vida into the hundreds of thousands of prizes, and hold the thigh Tencent microblogging, can really have much effect, it is still unknown. Because Tencent microblogging thigh is not really thick enough, remains to be discussed. Some people even said Tencent microblogging is actually an empty city, the real gold is QQ space. In addition, just holding the thigh access to promotional resources, there is no capital cooperation, can not hold the stability? These are the real worries.

Here, we have to say another picture sharing community: pushpin. The thigh in this community is more direct, according to an insider revealed that it is now under the control of Sina Weibo. As long as the user Sina microblogging client using the filter to take pictures, you can directly import the thumbtack. This is the real hug thigh.

Conclusion: Of course, whether it is Tencent microblogging or Sina microblogging, from the current point of view, these thighs are not thick enough, or that its strength is not strong enough. Weibo in the battle with WeChat, has been significantly disadvantaged. If anyone can hold the WeChat, I believe that is the Sunshine Avenue App promotion.

to sum up

From the above on the pop, Vida, thumbtack interpretation can be seen, the picture community APP to find their own place, in addition to tap new photo needs, but also need to attract users tricks. Now it seems effective means nothing more than the stars and thighs, so that the existing social impact can be projected into their own applications, maintaining the user's original relationship chain. In contrast, communities that want to create a whole new social chain by themselves, in the present environment, simply do not care if it's a photo community or other social community.