I Wanna Be a Creator: An Activity That Attracts Users to Promote Aiyou

This is a companion piece to From 0 to 200,000 DAUs: The User Growth Journey of Aiyou.

Context: Problem Space#

As of January 2018, our daily active user count had reached 150,000, and the page view count of the banners on our main page had increased to 400,000 per day. However, we found that as we continued to grow, our promotion costs were also increasing. We realized that we needed to find a way to lower our costs while continuing to attract new users.

A Little Bit More Context: Why We Designed This Activity#

Previously, we had utilized TikTok live stream creators to promote Aiyou, but we discovered that they often charged excessively for their services. However, we realized that these creators also sought increased exposure and could enhance their following by doing so. To address this issue, we utilized our traffic advantage to create highly viewed Aiyou-related videos.

To accomplish this, we designed an H5 activity that encouraged our users to create and upload videos related to Aiyou. We incentivized users who created highly viewed videos by featuring their content on our main page and social media channels, as well as offering prizes. This activity effectively encouraged users to create highly viewed videos that promoted Aiyou, while also giving TikTok creators the exposure they desired.

The Logic: How Can Users Participate in the Activity?#

Participating in this activity is easy. Streamers create videos related to Aiyou and upload them to our app. If their videos exceed the standard we set for views, we will promote their main page using in-app banners.

Through our in-app banners, streamers can gain more followers and increase their visibility. Our first promoted streamer gained over 3,000 followers in just three days, which is a substantial number. To ensure that their content is not perceived as advertising, we only allow streamers to use their videos as banner content.

Put Ideas into Reality: Prototyping and Design#

We made sure to emphasize our ability to bring more followers to streamers and clearly outline our requirements for both streamers and their videos on our H5 page.

We continuously revised and redesigned the page based on the positive and negative factors we identified while promoting Aiyou.

In terms of design, Designer Yu and I ensured that the page style was similar to that of Kwai pages.

Draft#

Sketch of the logic. For a better understanding, I added English explanations.

Our released H5 pages are as follows.

We created banners and pop-ups for our activity, starting with a style that matched the main page of our activity. However, we made some changes to ensure they were more eye-catching and effective.

Banners we made at first.

We discovered that the click-through rate of this banner was much lower than that of our previous banners. Unfortunately, due to time and schedule constraints, the other banners were only created using text and some pictures from Google Search.

Former banners with a high click rate.

We discovered that the content of the banner was more important to our teenage users than the style. It became clear that emphasizing the value of the prizes was key. As a result, we created new banners that emphasized the value of the prizes.

Banners we revised.

Our new banner has an average click rate of 5.5%, which is now considered the norm for our activity.

Outcome: Results and Reflections#

On the third day after launching our activity, we received our first video that exceeded our standards, bringing in nearly 15,000 new users. Based on the average new user price in China’s internet market, this video saved us about 30,000 RMB.

The second video brought in nearly 18,000 new users. The streamer promoted their homepage on our banner for three days and gained about 2,000 new followers as a result.

To date, we’ve gained over 100,000 new users through this activity. We’ve also received positive feedback from streamers, which has made it easier for us to find new streamers and get our product promoted for free.

本文是《从0到20万日活：爱游穿梭机的用户增长之旅》的姊妹篇。

背景：问题空间#

到2018年1月，我们的日活用户已达到15万，主页横幅的日浏览量增长到了40万次。然而我们发现，随着规模扩大，推广成本也在水涨船高。我们必须找到一种既能降低成本、又能持续获取新用户的办法。

再补充一点背景：为什么要设计这个活动？#

此前我们请短视频平台的主播帮忙推广爱游，却发现他们的报价常常高得离谱。但我们也意识到，这些主播同样渴望更多曝光，并借此涨粉。于是，我们决定利用自己的流量优势，打造高播放量的爱游相关视频。

为此，我们设计了一个H5活动，鼓励用户创作并上传与爱游有关的视频。对于产出高播放视频的用户，我们会把他们的内容展示在产品主页和社交媒体渠道上，并送出奖品。这个活动有效地激励了用户创作推广爱游的高播放视频，也让主播们获得了他们想要的曝光。

活动逻辑：用户如何参与？#

参与方式很简单：主播创作与爱游相关的视频并上传到我们的应用里。只要视频播放量超过我们设定的标准，我们就会用应用内横幅为他们的主页做推广。

通过应用内横幅，主播可以收获更多粉丝、提升知名度。我们推广的第一位主播在三天内就涨了3,000多名粉丝，这是一个相当可观的数字。为了避免内容被观众当成广告，我们只允许主播用他们自己的视频作为横幅素材。

把想法变成现实：原型与设计#

我们在H5页面上着重强调了「我们能为主播带来粉丝」这一点，并清晰列出了对主播和视频的要求。

在推广爱游的过程中，我们根据总结出的正负因素，不断修改和重设计这个页面。

设计方面，设计师小于和我确保页面风格与快手的页面保持一致。

草稿#

活动逻辑草图。为了便于理解，我补充了英文说明。

正式上线的H5页面如下。

我们还为活动制作了横幅和弹窗，最初的风格与活动主页保持一致，之后做了一些调整，让它们更醒目、更有效。

最初制作的横幅。

我们发现这版横幅的点击率远低于以往的横幅。遗憾的是，受时间和排期所限，之前的横幅只是用文字和一些从Google搜来的图片拼成的。

以往点击率很高的横幅。

我们由此发现，对青少年用户来说，横幅的内容远比样式重要，关键是突出奖品的价值。于是，我们制作了强调奖品价值的新横幅。

修改后的横幅。

新横幅的平均点击率达到5.5%，如今已成为这个活动的常态水平。

结果：成果与反思#

活动上线后的第三天，我们收到了第一条达标视频，它带来了近15,000名新用户。按照中国互联网市场的平均获客单价计算，这条视频为我们省下了约3万元人民币。

第二条视频带来了近18,000名新用户。这位主播的主页在我们的横幅上推广了三天，涨了大约2,000名粉丝。

到目前为止，这个活动已经为我们带来超过10万名新用户。主播们的正面反馈也让我们更容易找到新的主播，让产品获得免费的推广。