How can a five-person team incite 65438+ 10,000 downloads at low cost? ...

Brian, the protagonist of this interview with Leopard, has been trading a number of content products in the sea. In the past two years, I have been deeply involved in online projects to the sea track, and I have been "dead". Although the process is inevitably circuitous, it can finally be "docked" in the twists and turns! We chatted together about how he put into operation in the online market of Southeast Asia dominated by giants and achieved a surprise victory. Interviewee Brian edited and edited interviews with Ruth, Jianing and Dongge. A web product that went to Southeast Asia, with only five core members, dared to compete with the head manufacturers on the same track. What is confidence? Recommended reading reason 1. After suffering from the lack of "refined operation", the products that once rushed to the top of the APP download volume lost a large number of seed users, and it took four years to find a suitable operation strategy, and then came to the top. 2. Never grab traffic from head manufacturers, bury your head in "infrastructure construction", find operational breakthroughs, and usher in small achievements with dozens of downloads. You will know after reading this article. 1. Appropriate purchase channels and detailed operation plans can double the download volume! 2. How does the newly launched online APP maintain steady growth? Team background: The 5-person project team led by Brian is responsible for a web-based APP going to Southeast Asia, product planning, operation and promotion. This is not a brand-new product, but a dark horse on the track in the early years. At the beginning of the launch, it rushed to the number 1 of monthly downloads. However, because the company had other key projects at that time, it did not supplement the corresponding manpower and material resources in time for subsequent user training, which led to the missing of the best incremental period when the problem was discovered and the loss of seed users in the early stage. Since "taking over", Brian has reorganized the target audience, locked the first batch of seed users in Southeast Asia, an emerging market where online literature has gone to sea, and began to copy the core business model of online literature overseas in a planned way. Content selection and positioning Southeast Asia is close to China in cultural environment, and the market access threshold is relatively low. Some media predicted that the reading group in this market has exceeded 65.438+0.5 billion, and Brian also put the first stop of online product planning here. During the evolution of content payment in China for more than ten years, Brian knows that content is the key to win the favor of readers for a long time, and the products going out to sea must put localization, IP and copyright issues in the first place, so cooperation with high-quality local original authors will be the only choice. According to public data, in the distribution area of overseas original writers, the overall proportion of Southeast Asian online writers is as high as 36.2%, ranking first, and it is a well-deserved place for online writers. With Generation Z becoming the main force of Internet entertainment consumption, overseas writers are younger, so the content they create is more in line with young paying groups. Although there are a large number of users in Southeast Asia, the payment rate is not high, and the overall reading demand is short content and fast pace. There are also great differences in the gender of reading online texts, mainly women, similar to the popular content of Bahe in China. This situation will lead to the theme of the work developing in the direction of long content. In fact, the productivity of localized network writers in Southeast Asia is not high, and Brian's team still has a lot of translation work to do in the short term. The underlying logic of online products: Brian, who does a lot of content-based product transactions, positions the underlying logic of a qualified online product as content production, content distribution and content realization, all of which are indispensable. This is also the core point that a qualified project leader needs to pay attention to. From the perspective of content production, the content of online products comes from two sources, one is domestic content translation, and the other is localization and originality, so as to create their own IP. Domestic content needs to solve copyright and cultural problems, localization and originality should be solved through a win-win benefit sharing scheme, and the two can be carried out simultaneously. Content distribution depends on the operation and promotion ability of the project team. How to accurately deliver products to users is essentially to use the algorithm of traffic platform to push and match users and content through tags. One of the things that Brian's team did well during this period was data burying. In the process of product operation, data analysis is particularly important. Buried point is the source of data, which can analyze the application situation and user behavior habits, and is the basis for establishing data products such as user portraits and user behavior paths. Brian spent a lot of time with the team in the early stage of product planning to polish every step from traffic entering the APP to payment execution, and finally cooperated with the buyer team to achieve precise marketing. Content realization is an important dimension to measure the life cycle of a product. At present, the whole online text market is mainly paid and free, and the segmentation types are diverse. Products that drive readers to pay focus on content quality, while products that read for free focus on traffic. If you have the energy, you can try both methods. Under the background of the current upsurge of online writing, platforms and manufacturers with strong financial strength still need to be laid out in many ways before they enter the orbit. Moreover, if small and medium-sized manufacturers want to make a living, they must find the right direction at the same time with solid basic skills before they have a chance. Operation strategy In markets with different maturity, different strategies should be adopted. For example, in Africa, it is only to cultivate the habit of users reading online. Some head manufacturers can cooperate with local popular mobile phone manufacturers to pre-install apps in mobile phones, and then try to pay after the user base reaches a certain amount; In Southeast Asia, direct and all-round cooperation with large local enterprises can not only directly promote paid reading, but also carry out IP development linkage, which is also the advantage of head manufacturers. For small and medium-sized factories, it is obviously not dominant to compete rudely with large factories for resources and flow. Brian decided to give full play to the advantages of Chinese people's "crazy infrastructure", lay a solid foundation in product content and find a breakthrough in refined operation (channel selection and precise delivery)! Mistake machine translation+manual proofreading as "localization": the language problem is a key point when the net text goes out to sea. Some small and medium-sized manufacturers will choose machine translation because of its price advantage, but the problems such as missing translation and unsatisfactory words are obvious. Even if manual calibration is added later to improve fluency and readability, the content context still has a long way to go. At the beginning of entering the Southeast Asian market, Brian tried "localized original author+domestic content translation to the sea" in product content. The content quality of local authors is high, the output is low, and the payment rate and subscription quantity are good; Domestic content machines can update content faster by digging the sea, but the recycling of online products mainly depends on the fluency of content and language. Overseas readers value translation quality most besides the plot of the works. After a period of trial and error, it was found that the number of subscriptions and payments was dozens of times worse than that of localized works, so Brian's team accounted for more than half of the trial and error cost. Because of the same cultural background, localized original authors can create more vivid content chapters to meet the tastes of local readers, so most powerful manufacturers will gradually train a group of overseas original authors to solve copyright and translation problems. Brian's team has also trained some high-quality overseas original writers in Southeast Asia in the past two years. Through the profit sharing model, the interests of both sides are bound to attract more long-term readers. Choice of delivery channels: Brian locked the delivery channels in the relatively mainstream Facebook, Google and Tik Tok. Facebook's customer acquisition level has always been very popular on novel apps, mainly because of the precise positioning function of Facebook advertising system, and it can backtrack data, support peer-to-peer optimization of operations, and support deep links. Users can go directly to the app to read advertising materials, and the experience is great; Google is slightly different, it has no accurate advertising function, and the integrity of advertising display is slightly lower than Facebook. Although the quality of users on Google is also good, most of the methods adopted by Brian's team are still testing while tuning; Tik Tok is also a very good channel, but the localization of video materials is very demanding. Due to the high production cost, Brian didn't invest too much budget and energy in Tik Tok in the short term, but at present, we can see that many head manufacturers have invested heavily in this area and achieved initial results. Accurate delivery: Taking a new product as an example, Brian believes that an accurate delivery needs a stable advertising account, a large number of materials, just the right content, user terminal considerations and ownership optimization to support it. From registering a new account to registering a new account, the daily consumption of the new Facebook account is limited to 350 dollars. Once the new account is improperly operated, it is easy to be blocked. For the content of a theme, you need to register at least 5 accounts in the early stage to maintain your daily operation. Through daily publishing dynamics and comment interaction, gradually enlarge the limit of daily delivery and stabilize consumption and traffic; Users in Southeast Asia have a high degree of acceptance of advertising materials from China manufacturers, so the problem of piracy is not small. The use period of materials is short, and the output is large. Therefore, Brian chose to outsource the material to a team with local creative production ability, and spent a lot of energy to update and maintain it. As mentioned earlier, the users of Southeast Asian web pages are mostly women, and the content is mainly short stories. By maintaining purchasing power, rapidly pushing updated content and accurately reaching target users, 70% ROI can maintain a good profit, but Brian also noticed that many peer companies have begun to lay out long content such as Ba Wenzong. According to a preliminary estimate, if the ROI is 40%, it can basically stabilize the profit, and the payment rate of the whole Southeast Asian market is not high. Brian also intends to stretch DAU through long content. Looking at the terminal problem, whether it is the emerging Southeast Asian market or the mature European and American markets, Android is still the main terminal user, especially after the problem of iOS 14, manufacturers can no longer easily obtain Apple user data as before, which directly affects the subsequent optimization iteration and recycling of products, and all APP products are spared. However, for the influence of iOS 14 on advertising attribution optimization, Brian also learned from the joint operation of big manufacturers and peers, and directly cooperated with advertising effect attribution service providers to statistically correlate advertising placement with APP user behavior, and then gave an optimization plan through data analysis and comparison. At present, it can be regarded as the "sequela" of iOS 14 to the greatest extent! Brian's five-person team brings together excellent pitchers and operational quality, and is familiar with a series of operations such as account stability, content control, material optimization and advertising attribution, which not only reduces the time cost of product launch, but also provides an important guarantee for product expansion iteration and subsequent recycling. Although the product content is not as good as the "self-contained resources" of the head manufacturer, and the traffic is not as good as that of multi-channel and large-scale manufacturers who dare to spend money, with excellent basic skills and refined product portfolio, Brian's team broke the barriers of obtaining customers at all levels, and once incited 65,438+10,000 monthly downloads at a cost of 0.23, which increased by dozens of times, and was likely to catch up with the head manufacturer. Different from the overwhelming free electronic novels in China, overseas free online products are rare. Brian's team was positioned in the "paid unlocking" mode at the beginning of product planning. Readers can open members to read the whole book, or pay by chapter to unlock a part of the content every week, which is also the regular play of online products in Southeast Asia. However, in the actual recycling process, the low customer acquisition cost below 1 USD will inevitably face the reality of low payment rate. Therefore, Brian's team has also started a second monetization mode to enhance the vitality of non-product novels. In order to attract users who are unwilling to pay for products, taking "free" reading as the biggest selling point will undoubtedly accumulate a lot of traffic for products, and this part of traffic can still be realized by in-app advertising. Since last year, the online advertising market in Southeast Asia has improved, and the advertising revenue of this product that Brian is responsible for also accounts for about 20%. Bao Xiao said: The popularity of network products in Haitao is not a new topic. A product can get considerable growth momentum, and it is inseparable from a team that knows how to operate finely. How to find your own product positioning in the fierce competition? How to maintain a stable increment when the external environment is very uncertain? This undoubtedly does not test the basic skills laid by a network product before it is introduced to the market! Although it is slow to collect money from the sea, it is still a long-term business. In the reading group, once the reading habits of the paying people are formed, the stickiness to the products will be very high. And the whole market is still expanding. I believe, like Brian and his team, China manufacturers who have been deeply involved in this market earlier will surely get more dividends! Read the original text