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This article is about how to promote APP content. Xiaobian thinks it is quite practical, so share it with everyone for reference. Let's follow Xiaobian and have a look.

I. What is APP self-propagation

In the process of operating a product, we often hear the word "self-propagation," so what is self-propagation? Self-propagation means that users spontaneously share something through commonly used Social networks. Users sharing an APP on social platforms is called APP self-propagation.

Advantages of user spontaneous communication products:

1. The user acquisition cost is reduced. Users voluntarily share APP to social platforms to drive people around them to use APP. The cost of acquiring new users is low or even close to zero;

2, constantly get more users, once shared to go out, users do not actively delete, shared messages are always there, equivalent to a long-term advertising space;

3. The product promotion and dissemination effect is good. Users are willing to share APP products with friends or relatives around them, which is equivalent to bringing new users to old users, and the dissemination effect is better than that of ordinary organizations.

4. The user's viscosity of the product is enhanced, and the user spontaneously shares it, which means that the user has a high degree of recognition of the APP product;

5, the product conversion rate is improved, the product viscosity is high, and the willingness to pay for conversion is naturally high.

II. How to make APP products form self-propagation effect

Tip 1: Think about why users want to share your APP

Every APP operation hopes that its products can become famous by relying on the spontaneous communication of users, but before this, the operation should learn to think about the following questions from the user's point of view:

Why users share a product. Why not share your APP as advertising for you, and when users share apps, what are they sharing or trying to express?

Since the user spontaneously spreads an APP, it means that the APP must have at least one motivation that can cause the user to spread. Generally, there are two main elements that attract users to spread spontaneously:

[1] Direct benefit drive

Sharing can get some kind of material reward, for example, many game APP invited friends to get gifts as shown in the figure below, directly driving users to share APP with the benefits that can be consumed in the APP.

[2] Meet certain social psychological needs of users

Being able to meet certain psychological needs of users is a key value of social platforms. Take ourselves for example, every day we share text, video, pictures and so on in our circle of friends, Qzone, micro blog and other social platforms based on what psychology?

Common psychological needs of users sharing things or products on Social networks platform include: sense of belonging, sense of identity, sense of accomplishment, vanity, comparative psychology (pretentious, competitive, self-esteem), display desire (shaping one's own image, prestige, labeling oneself), thirst for knowledge (love to learn), herd psychology (what everyone forwards is correct, or what everyone knows, I also know)...

Therefore, if the operation wants the APP product to form self-propagation, it needs to start from the product itself and list what social psychological needs your product can meet.

Tip 2: Create specific tags for apps

For the word label, operation will not be unfamiliar. Label is to use some words with strong generality to describe things, such as user labels used to summarize user characteristics and interests, and product labels used to summarize product attributes and values.

For a few practical examples, we usually think of Alipay or online banking for online transfer; Taobao, Tmall, Jingdong for online shopping; hungry, Baidu takeout, public comment and other APP products for takeout at work; taxi software such as Didi, UBER, Easy to Go, etc.

When users think of a label (specific words or a scene) can think of a certain product, it means that this product has a certain degree of recognition, and has occupied a certain market, do not spend huge advertising costs to promote, when the user encounters the right time will voluntarily help you recommend the product to others.

For APP operation, to create a specific label for the product, the operation needs to understand what the core value of the product is, what kind of service can be provided to the user, and then determine the product label according to the value of the product. For example, our own product activity box is an activity tool that helps APP applications do fine activity operation, so we label the activity box as "APP activity operation tool."

Tips3: Find the right entry point and give APP sharing attributes

User sharing needs opportunities, which requires operations to endow products with certain sharing attributes and find suitable entry points for APP:

[1] Game

Fun and fun games are always something we can't stop playing. Sharing the results of games not only tells our friends what I'm doing, but also satisfies our sense of accomplishment. Many games will attract players to share words such as "Let your friends try it too" and "Show off" after users complete a certain level or earn a certain number of game points.

APP operators can learn this way of guiding users to share, do some simple and interesting Mini games in the application or use the public number, and prompt users to share on a certain page of the game.

[2] Activities

If you want users to share your APP spontaneously in a short time, activities are a more feasible way. Set up some incentives for users to share in the activity, such as the above-mentioned sharing to win gifts, users can get extra rewards after sharing with friends, increasing the enthusiasm of sharing.

APP Online Activity Type:

● Business flow activity: Determine the activity form according to the specific business of APP application. For example, consumer APP can stimulate old users to share in the form of raffle, red envelope, promotion, etc., and bring a group of new users through activities.

● Festival flow activities: Take advantage of the festival to do some activities to give back to users, and improve the user activity and sharing rate of APP.

● User scenario activities: Users have different requirements for the same APP in different scenarios. The operation pushes different activities according to different behaviors and scenarios of users in APP applications, which can not only improve the sharing rate of activities, but also realize the self-propagation of app users.

[3] Picture

Images are more intuitive than text, have a stronger visual impact, and are easier for users to accept and share. Users share most of the pictures on Social networks. It is possible that all kinds of funny, funny and interesting pictures will be shared with friends. In the age of image reading, images are one of the best ways to form user self-propagation.

For example, this year's Plato APP personality label picture, the reason why it can be popular on the Internet, mainly depends on the spontaneous sharing and dissemination between users.

[4] Video

In Weixin Official Accounts, videos are easier to read than graphic information by 10W +, and users share higher forwarding rates. Conditional APP operations can also stimulate user sharing by making videos related to APP products.

For example, Chai Jing's "Under the Sky" video in 2015 was forwarded to major social platforms by users. As the video was forwarded in large numbers, the download volume of pollution map APP exceeded 1 million.

III. Provide convenient sharing channels

Finally, after the APP application finds the right entry point for users to voluntarily share, it should consider which social platforms users generally share, providing users with convenient sharing channels. As shown in the figure below, Netease Cloud Music provides sharing channels for users. In addition to its own platform, it also covers the current mainstream Social networks platforms, such as QQ, WeChat friends, circle of friends, email, Baidu online disk, Zhihu, Douban, etc.

In the era of mobile Internet where social networking is king, self-propagation means that an APP product has a certain sharing power, so that users can share it spontaneously and voluntarily to those around them. At the same time, APP self-propagation will also push products to spread quickly in the relationship chain of old users, so that each APP may become "hot money." Therefore, APP operators need to think about how to give their products more self-propagating factors.

Thank you for reading! About "how to do APP promotion" this article is shared here, I hope the above content can have some help to everyone, so that everyone can learn more knowledge, if you think the article is good, you can share it to let more people see it!

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