For the purpose of analysis and learning, on the one hand, I will explore on the one hand. Since 2018, if I want to start a business in the field of social apps, what areas need to be paid attention to? What’s the difference?
A friend of mine, who can be called the rich second generation, studied abroad and started a business three times. The last time I started my business was to create a social app with its own currency system. It not only has the function of IM communication, but also supports information flow, circle of friends, and also plays voting. Cards, crowdfunding, and external claims are: social value.
It can be said that his APP itself does not have a particularly bright spot, but it has a relatively professional white paper and high-threshold technical background, the so-called reputation information ranking mechanism, distributed accounting, ONOT, common program, etc., and it is not only for the public. Account, subscription, small programs, open platforms, anonymous social networking, etc.
After I have communicated with him many times, I realized that he has made a mistake that many novice entrepreneurs make: bigger platform, more functions, and thinking about everything.
You make a social app, even if the social app market is almost no room for new entrepreneurs, he still plunges into it. I see his persistence, but maybe he has his own ideas. After all, he is rich. I also asked myself if I always wanted to do everything perfectly when I started a business and made a product.
When you try to explain this to ordinary users, you may get an answer: What does this have to do with me?
Since the beginning of 2017, the demographic dividend of the mobile Internet has passed. Basically, there is not much to see or too many people have invested too much energy in the field of social apps. After all, everyone is looking for traffic, not a platform. After all, there is WeChat. The behemoth is here, and no one can pass it.
For the purpose of analysis and learning, on the one hand, I will explore on the one hand. Since 2018, if I want to start a business in the field of social apps, what areas need to be paid attention to? What’s the difference?
1. Pure basic IM communication APP
Don’t think about it anymore. It’s basically useless. First of all, there is no demand for this in the market, and users don’t buy it. They just want to take root here, and they definitely can’t die, unless you say they are enterprise-level, Security performance encryption level, not to go to the ordinary user market.
But if you are a social app, there are two types of IM communication:
- One is similar to weak communication, that is, the content of private messages, which emphasizes the information content of the platform, and private messages only satisfy part of the functions of IM communication;
- The other is a relatively complete IM communication system, including friends, groups, search additions, pictures and videos, etc., such as ONO belongs to this category.
It is not recommended in theory, but in that case, if you are determined to make IM communication bigger and better, you can refer to:
- Reference Maimai to do second-degree and third-degree contacts is essentially the relationship chain of the mobile phone address book. It does not necessarily mean to be a workplace. The general direction is to increase user stickiness. The most difficult thing for new social apps is to maintain stickiness and wake up.
- Combined with the mutual mutual friend function of QQ, the second-degree and third-degree contacts in disguise, although many people complain about it, have the value of existence.
- Now that the reputation value system is established, it is better to directly access Alipay Sesame Credit, and do real “value social” based on LBS, such as discovering nearby “wealthy people”.
- Internet celebrity free IP: Didi beats people, Didi calls boats. Not just jokes, but those with a certain commercial value in it, users are interested, otherwise how to become an Internet celebrity IP.
2. Social content publishing & homepage recommendation
This piece is actually the soul and core of social apps. Whether it can succeed is not about the encryption technology and functions of your app, but the culture of your app and the atmosphere of the entire user group. For example, :
- One is a culture shaped by itself, like Douyin, which is deliberately guided by recommendation + advertising (China has hip-hop, this is street dance): dance, talent + mirror skills, this kind of formation is a kind of youthful, with a certain kind of Trend-guided and interesting (not pure and sexy) dance, formed culture;
- The other is a kind of culture like Kuaishou and Connotation Duan. After a certain period of time, the user’s content is precipitated and based on the user’s preferences of its own platform.
So whether it’s content, short videos, or paragraphs, the future development direction of social apps is not the difference between the industry and the industry, but more importantly, the direction. It is the popular recommendation on the homepage. The content you want to show to users is What aspect determines what type of user will be in the future, and determines the user’s preferences.
This is the core of the new generation of social apps for homepage recommendation content. It not only pays attention to the high-click content “recommended by mass users”, but also takes into account the “ignored” original content.
It is easy to understand the content recommended by public users, such as Weibo. When you use Weibo for the first time, you must see the content that everyone is watching and paying attention to. Then as you use the depth, you have your own well-washed and followed bloggers, and you can gradually say See what you want to see on Weibo, but the current recommendation algorithm of Weibo is not based on time, so you may not be able to see it in time.
Ignored content: Let’s take Douyin as an example. If you use Douyin, you will not only recommend the content you like, the content recommended by the public, and the official selections, but also the ones with 0 clicks or a few clicks.” “Neglected” content, and these content have one characteristic: originality.
Therefore, I am personally optimistic about the user culture of Douyin and the homepage recommendation mechanism. This is a virtuous cycle of sustainable development decision-making, a real user experience.
3. Referendum & social rating
From the earliest search engine recommendation algorithm, to Weibo likes and counted as heat statistics, to news media’s rankings determined by clicks, etc. The role of the score value & voting system is more to get users’ preferences, so the product manager It must be noted that every time a user opens and uses the app, they can see their favorite content, and after closing, they can also discuss with friends. This kind of stickiness is high-strength, and they are the real users. Experience, Douyin is doing very well in this area.
The score must not completely determine the content recommended on the homepage. A more funny logic: the so-called content selected by the public is not necessarily the content that the public likes.
At the beginning of the social APP, the content recommended on the homepage for new users must be a benign sustainable development strategy that satisfies the public recommendation and takes care of the neglected content. However, when users continue for a period of time, users are still acquired based on the voting & scoring mechanism. To recommend different content for everyone.
4. The value of virtual currency & blockchain hype
In an APP, you simply say that I have a currency, a point system, and a reward mechanism, which may not be useful. After all, there are too many homogenized products and social networking is not like you do a game. There are reasons for “strong top-up”. Social virtual currency, not to mention that the user base of WeChat and QQ people’s large enterprises is large enough, as far as entrepreneurial APP is concerned: it still stays in the imagination. It belongs to the product manager sitting at home and dreaming, the ideal reward mechanism, as long as the user If the conditions of 1234 are met, I will give him rewards, even red envelopes and so on.
Example: volcano video, Alipay. As mentioned earlier:
What kind of concept your app expresses, what kind of slogan is publicized, and what kind of user attributes you have.
Volcano video, send video to receive red envelope, firepower value; Alipay, collect five blessings to give money. The user may not come here to see your content, but to get benefits from you. When he uses it for a period of time, he finds that such benefits are too difficult to obtain, or the benefits are too few, then such users will be lost. What is left is to use the ubiquitous “humanity marketing” winners to harvest batch after batch of leek users. From the perspective of the overall content of these two platforms, the volcano video and the Alipay social group chat, The quality of the circle will not be too high.
If you want to do a good job of virtual currency, you want to develop social apps, and you want to improve the quality of the platform, please directly refer to the “Internet pseudo-blockchain concept” virtual currency products such as NetEase Planet, invite friends to register (by password), and get OP rewards. OP=NetEase Planet Force, ONOT=Black Diamond, open auctions for a limited time every week (iPhoneX, Apple Watch), etc., online publicity buy KOL, forward high-profile publicity value social, new coin speculation platform, etc., Shuijun QQ group, post bar Spread the news about the acquisition of virtual currency at a high price, and then wait for a certain time, the official post will be righteous, please treat the value social ONO reasonably, prohibit vulgar speculation, and the United Nations XX agency will work together to crack down on XX.
Of course, here is still keeping up with the hot spots of Bitcoin and blockchain to make hype. If you change the time period, this kind of routine may not work, and you need to find another way.
In all fairness of the above, it is not a wise choice to start a social APP business after 2018. If you insist on this path, the first thing to do is to establish your own APP culture, output high-quality content to users, and attract and guide users. Establishing content with consistent concepts and cultures, continuously improving and adding new features on this basis, and actively obtaining user feedback for rapid version iteration, is it possible to take a long-term journey on this road.
