You know, every product can be a "bust".

In the 2014 Mobile Internet field, the "Magic Camera" is a noteworthy product. Although there is no Tencent, Baidu or Alibaba, such as the support of large resources, but the application of a line on the Chinese market in rapid development, the world load more than 800,000 times, the highest day up to 3 million times. Similar results in another lightweight application of "face Meng" on the body again: April 2014 product online, May set off the upsurge of user downloads; one day in June, the number of users activating the download reached 5 million, refreshing the record of the "Demon Diffuse Camera".

With the two mobile Internet applications as the representative of the "explosion" products, from the moment to enter the social network of the rapid rush. This momentum has also created a unique phenomenon. Huang Guangming, founder of the Magic Camera, said that when the product was first known, more than 30 entrepreneurial teams had replicated it, but 3 months later, rivals disappeared, leaving the camera alone. Our familiar "28 rule" seems to have failed here. A burst-red application is often a huge success within days to weeks, with at least 90% of the market share in the segment, with no rivals to contend with. In other words, quality products or services are driving their "tipping point" to come quickly.

One, each product may be "burst money"

Whether or not you have the resources, the experience and the money, rapid detonation is the ability of each product or service, which is a dividend from a social network.

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On the surface, there are a handful of mobile internet products that can be detonated quickly, and many people believe that this is a comprehensive result of platform resources, research and development technology, product strength and external conditions. But in our well-known "explosion" products, some from the persistence of many years of entrepreneurial team, but also from the traditional industry or grassroots individuals. These cases show that, regardless of the availability of resources, experience and funding, rapid detonation is the ability of each product or service, which is the dividend provided by the social network. In fact, the huge impact of social networking on products and development teams can be divided into the following phases.

1. Distribute Evenly

Social networking first changed the way people get information. The chain of relationships that people unconsciously ignore has played a huge role: the information people get is largely "shared" by friends or followers. This information is frequent and subtle, and is as endless as dust. In this phase, building a system of sharing is the basis for product detonation.

2, rapid rise, reach the user

At this stage, the supply of information is so abundant that it will present a huge amount of waste. People have habitually "discarded" their applications, services or information, and are less inclined to devote their time and attention. In this case, "cheap entertainment", which takes up the user's minimum time, economy and action costs, becomes the most direct revenue field.

3. Change the application development mode

In the social networking age, users are less patient and easy to get on. Mobile apps often face a fast-growing life cycle--not uncommon in 3-5 days, when a "burst" completes its own process from eruption to extinction. Accordingly, the application of the development model is also changing: Dozens of teams can invariably develop the same kind of applications, in different groups of people to test, and in each other to learn from each other quickly iterative upgrade.

Second, detonation is often 0 cost

"Explosion" often has two common denominator: the user's use cost is low, the sharing power is high.

On the mobile Internet, products that contain sharing power push information to circulate quickly in the user's chain of relationships. In the application and service of "starting point", most users play an important role, each sharing brings more new users. The "explosion" of the conversion of the user ratio is higher, which means that information flow, sharing and conversion loss is very low. As a result, the acquisition of new users is almost 0 cost to developers.

1, the lower the cost, the more love to use

To achieve the "starting point" effect, the first task of developers is to reduce the user's understanding costs, that is, reduce the user's participation in an application, activities, services, the time spent and steps. In addition, we also need to consider the consumer cost of users, that is, users in the use of a product, participate in an activity is fluent and simple. The ease of operation of a product is often one of the most important elements that entrepreneurs and product managers focus on.

"Basics, it's easy to start," Huang Guangming said, sharing the camera's approach. "This is consistent with the" 2-second law "of mobile Internet practitioners: If an application does not allow users to understand what they are and how to do it in 2 seconds, it will be discarded. In fact, users spend more than 1 seconds on a particular link, and the user churn rate in that link will increase 8%~10%.

Whether it is understanding costs or consuming costs, it is closely related to the social environment. In the PC era, users can stay on the internet for up to dozens of minutes, hours, and in the mobile internet era, people can open and close a app for a few minutes. The more understandable the application is, the easier it is to stand out in a flooded category and be detonated quickly. For developers, you should follow this principle to grasp each point of contact between the product and the user, the use of the process is designed to be simple and easy to operate.

2, user benefits Drive sharing power

The entire social dividend acquisition, to a large extent, depends on the user's initiative to share.

The trigger formula makes your app game the next "bust"!

Where does the power of user sharing come from? When people will use an application, a service, or participate in an activity, intentionally or unconsciously want to gain some kind of income: can be for themselves and others to bring value, or help others spirit or material reward. Another driving force for sharing is "entertainment", such as the pleasure of the product, the sense of accomplishment and satisfaction in accomplishing the task.

Costs and benefits are the yardstick for measuring a product or service on the Internet. As long as the operation is simple enough, easy enough (cost), the user after the use of a strong sense of joy, the intention is still not exhausted (benefits), a product is more likely to achieve explosive growth.

"The Law of detonation"

"Exploding money" often has a lot in common, but also reveals the most direct law of detonation.

1, the shorter the use of time, the more likely to detonate

"Explosion" products are often not the first application of team development, but the team after many attempts to achieve the outbreak. This type of product is simpler to play than previously unknown old products, and is more closely related to the behavior of users on social networks. In the "Surround-cat" developer, Qin Chuan, social networking has been lacking in lightweight products that allow users to reap a quick and enjoyable experience. Most mobile-end game products are slightly "heavy" and take a long time. "Surround the nerve cat" the explosion of Red will be "short" characteristics played to the extreme.

2. The more novel The play, the faster the detonation speed

The immediate result of the detonation is the rapid acquisition of a large number of users. At the same time, it will make the information sharing between friends quickly homogenization, desertification. Therefore, full replication of "explosion" and other successful products have become worthless, you need to come up with a new game of originality.

3, the more the user input, the greater the influence

Today's users are accustomed to a lot of information waste. "Brush Screen" information or applications in a circle of friends is likely to be easily overlooked. However, the user's spontaneous input will change this state. By spontaneously forming a community, providing information, sharing ideas, or helping others solve problems, information dissemination can radiate from strong relationships to more weak relationships and strangers.

4, the lower the adhesion, the faster the attenuation

For the less adhesive entertainment applications, users abandon the speed and they fall in love with this product is also fast. We see a steep downward curve, without exception, in the "starting point" curve.

Iv. detonation = user benefit x Entertainment x hotspot factor x Trust/participation cost between users and the enterprise

Although we cannot accurately predict who is the next "explosion", but can extract such a "trigger formula."

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User benefit refers to the quality of service, information, skills, and pleasurable experience that a user can derive from, including the sense of being and identity acquired from it. When the meaningless heart chicken soup, Quotations Party overflow, Lo Zhenyu's thinking can be through the provision of valuable high-quality information and ideas, so that users gain greater benefits.

More entertaining means "cheap entertainment", that is, to get the quickest enjoyment with the least amount of input. From the early micro-boping on the popular "Guess I and which star like," to "hit the plane", "surround the Nerve cat", the user in the experience and show off, they will look for the next product to bring happiness.

The hot spot factor is included in the formula as a key index, because the hot spot event can add a lot to the detonation of the product or the phenomenon.

Participation cost refers to the time invested by a user in a service, information, or application. A product that does not provide a quick, direct response, requires multiple steps, and is doomed to be discarded by the user-after all, it is anachronistic to discourage users from having the least amount of time (the cheapest way) to get a sense of pleasure.

Visible, a product popular itself can become hot events, driving the next wave of upsurge. If the team can combine user benefits with Hotspot events, and the entertainment attributes of the product, the detonation index in social networks will be even more alarming-the "ice Bucket Challenge" is the best example. Regardless of the angle of view, the essence of social dividend is to promote the value of the product return, that is, the better the product and experience, users to recommend and share the power of the greater. In this atmosphere, the enterprise is in fact running their own fans, and constantly accumulate user trust, so the level of trust between users and enterprises has become a very important index.