People often use the word “overnight hit” to describe stars being famous, but such star products often appear in social networks. In the first half of 2015, “Zuji”, which just entered the social network, triggered a frenzy of sharing among wechat friends and became a popular app.
So, how are the “fans” behind these star apps spreading all over the country? What kind of reference value can user data information bring to developers? Xu Zhibin, author of social bonus 2.0: instant detonation, analyzes the background data of “foot record” to reveal everything for you!
This article is reprinted from the southern polar circle by Xu Zhibin. The original text was slightly abridged. The background data shown in the original text has been officially authorized by Zuoji.
Since the end of 2013, I have used the term “national application” to describe this kind of entrepreneurial application: almost at the moment of entering the social network, it directly detonates, and then quickly sweeps away the applications of millions and tens of millions of users.
But this kind of application has been shrouded in mystery. We have heard about its name, but we don’t know how the real background data is. While writing “social bonus 2.0: instant detonation”, I visited and communicated with several detonating apps, opened the background to read the data, and finally completed the new book. Among them, Zuji is a case that broke out recently after the deadline and submitted to the publishing house. Therefore, the editing work has been suspended, and we have supplemented the detailed data of this application again.
Today, you may as well have a look at it in the article.
December 3, the new edition was launched
February 4 blockbuster mode launched
More than 3000 new users were added on February 8
On March 7, the daily increase was over 10000
On March 9, the total number of users reached 100000
No.1 in the app store travel category list (free) on March 13
On March 14, the total number of users reached 1 million
On March 15, it increased to 1 million, ranking the first in the overall list of app store (free)
On March 18, it exceeded 1.5 million (the value began to fall after 3 days)
On March 21, the total number of users reached 10 million
On March 26, the app store fell to second place
On March 29, the daily increase was 500000
On April 4, the daily increase was 340000, and the total number of users was 17 million
On March 13, 2015, Zuoji ranked first in the app store tourism classification list (free). On the 15th, Zuji added more than 1 million users to download and activate each day, ranking first in the overall list of app store (free). Since March, this creative photography mobile phone social app, which aims to help users take new and old scenes, or to compare photos, has become a hot topic in wechat due to its “blockbuster mode” function, and has begun its explosive journey.
“Blockbuster mode” is to make it convenient for users to take a photo, and then they can make a picture in the same style as a movie blockbuster and share it with social networks. This feature led to a rapid growth of users. Three days later (March 18), more than 1.5 million new users were added every day. By the 21st, the total number of users reached 10 million. Since then, the data began to fall. By the time the total number of users jumped over 17 million on April 4, the daily increase was maintained at 340000, which has entered the decline stage.
The data in the figure below is from the trend chart of new users based on statistical analysis of Youmeng
(in the red part, because the data of the day is not completed, the system temporarily displays 0, which does not mean that there is no download on that day. This is a little common sense that any entrepreneur knows.)
To a certain extent, Zuji failed to escape the influence of the “fast decay law”, and started to enter the decline stage of activated user data after a month.
Yes, the new book “social bonus 2.0: instant detonation” sums up the event into four detonating laws, namely, “new law”, “short law”, “good friend law” and “fast decline law”. On the surface, “fast decay law” is a result, that is, after the explosion of such applications, they can’t be suppressed rapidly. As if the speed of rise, the speed of decline.
However, if we look at some other basic data in the same period, we will have a new understanding of “fast decline”.
More than 93% of the photos created by users will be shared in wechat circle of friends and Sina Weibo. The actual data can not be viewed and shared to wechat group, or to a friend alone. If you can, you will find that the proportion shared to the group may account for a greater part of the remaining 5.62%. These sharing directions are all users hope to show to more friends, showing that the appeal of promoting users to share photos of foot notes is derived from a state of user demand basis “shaping their own image in the eyes of others” (the “new” law).
Under this appeal, photos are one of the simplest carriers with the lowest threshold for users to use and understand (the “short” law). In the past, many applications, such as Meitu XiuXiu, magic man camera and facemeng, have been rising one after another, and Zuoji has become one of the latest beneficiaries. In the future, this appeal will obviously lead to new explosive applications.
Retention is an indicator of the length and frequency of users’ use, that is, users will return to use the next day after download activation, and still use it after seven days. It is one of the core data that wireless Internet companies pay most attention to. This set of data shows that the detonation has a positive and positive impact on user retention, especially a non high frequency service that does not need to be used every day and used many times in a day. After the explosion, the atmosphere of user discussion and friends sharing for many times (the “friend” law) has a great impact on the retention and adhesion of users and the number of times they use them.
In fact, when analyzing the data, there is not enough time for comparison. If we look at the background data again today, we will see more targeted data and inspiration.
Another group of full data analysis also shows the stability brought by detonation.
This set of data shows the proportion of every 100 photos produced by all users every day will be shared among the major social networks. It also shows the balance and stability after the explosion. We can’t get the production share ratio before the detonation. We can infer from the relevant data that the production sharing ratio is not so high. Obviously, the detonation has increased the production and sharing ratio. In fact, a single user will make multiple photos and finally choose the one that feels the best to share with social networks. Therefore, if you look at the ratio of users to shares, the percentage will increase several times.
The above basic data (user addition, sharing destination, user retention, production sharing ratio, etc.) are closely related to another group of basic data, namely “sharing”. One of the preconditions of socializing and hoping to make full use of social network to obtain users, traffic and brand effect services and applications is to share the information with the major social networks by users, so as to occupy the first opportunity in the “smart pig game”.
Data source in the figure below: trend chart of daily share volume of Youmeng
In reality, the reserved data of foot record is disturbed by unstable server and app flash back. When there are too many users, the server crashes once, causing users unable to use and experience this new application. In order to ensure the basic user experience, Zuoji has turned off some other functions, such as searching friends, which partially affected the retention of users and the new data of new users brought by the diffusion.
This is a difficult problem that will be faced when detonating in the small team state, that is, although it can provide services to a large number of users, it is unrealistic to make sufficient preparation for the server and other resources in advance and quickly expand the team. Like the “smart pig game”, it is a realistic move to rely on the existing open platform or cloud service team in the industry to quickly respond to the current situation of large increase in users and traffic. Another reference comes from the team surrounding the neurocat. By subtracting the number of steps in the actual game by 100, a piece of shared information is formed. The original intention is to help reduce the time users wait for the server to calculate. As a result, the pressure on the server is reduced and the pain of collapse is avoided. Reducing user costs will also bring additional benefits to the entrepreneurial team.
“Social bonus 2.0: instant detonation” detonates under the joint action of “short law”, “new law” and “friend’s law” among the four laws of detonating, without exception, will cause a certain application or event message to be shared in front of users, that is, “swipe the screen”. At the same time, it leads to the monotonous and boring information flow of users in the social network, and then causes boredom. Therefore, to a certain extent, this boring revelation is also against the user experience, leading to the user leaving.
The “fast decline law” emphasizes that “the shorter the use time, the faster the attenuation speed”. It is not only for application-oriented and play methods, but also refers to the duration of providing pleasant experience, user benefits and the freshness of revenue. Users need to “shape their own image in the eyes of others” and make themselves look different from others. But when everyone is the same “blockbuster mode”, or other applications and services, this “state appeal” from the heart disappears. As a result, the number of new photos produced tends to decline. In addition, it also has something to do with the fact that users have just used enough time to complete the consumption of historical photos within a period of time, and since then, there is a lack of photos suitable for making “blockbuster mode” under various scenes.
These two reasons eventually led to the decline in the number of shares, and then again affected the attraction and influence of users’ friends began to decline, which lowered the data, especially the influx of new users. From these basic data, it is not the application itself that is rapidly declining, but the power of sharing.
Because of this, after the occurrence of the “fast decline” law, users will be prompted to look for new ways to play or promote applications to launch new games, which will stimulate the “new law” to work again (a detonation will bring greater detonation), and a new round of cycle will start again. What would you do then?
Finally, it is recommended to read “social bonus 2.0: instant detonation”.