Organic Acquisition: How To Acquire A Million Users With Zero Marketing (mobile apps: TBH, Zenly, Meerkat, Sounds...)
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Stop spending thousands of dollars on paid advertising and start implementing viral growth mechanisms within your product to acquire more users. Here are some good examples :) - Slides from a talk given at Station F
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Organic Acquisition: How To Acquire A Million Users With Zero Marketing (mobile apps: TBH, Zenly, Meerkat, Sounds...)
- 1. Organic How to acquire a million users with zero marketing. growth
- 4. TBH 5M users in 3 months. Acquired $100M by Facebook.
- 6. Tbh’s invitation flow TBH’s invite flow
- 7. The k-factor = viral growth rate
- 8. The k-factor 3 ways to look at it
- 12. Viral Loop everything can be gathered in this
- 13. Viral Loop everything can be gathered in this
- 15. Some examples from TBH
- 17. Fun teen wording
- 18. Social Reassurance Reminder of school from the user (seems more relevant)
- 19. Organic growth
- 20. Let’s focus on this part for organic growth! Share
- 21. 1 Invitation Flows Viral Content Experience Discovery 2 3 Organic growth
- 22. 1 Invitation Flows Viral Content Experience Discovery 2 3 Organic growth
- 23. How to boost invitation rates? 1. Offer rewards 2. Create scarcity 3. Try new ideas! 1 Invitation Flows
- 24. Rewards: Referral programs 1 Invitation Flows
- 25. Reward: Points 1 Invitation Flows
- 26. Reward: Unlocking features 1 Invitation Flows
- 27. How to boost invitation rates? 1. Offer rewards 2. Create scarcity 3. Try new ideas! 1 Invitation Flows
- 29. Originally, Mailbox planned to charge $3 for the app, but that changed after its debut video attracted more than 1 million views. “We originated too much interest too fast” Underwood said. So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the team decided to make the app free but give people access at a slower rate. 1 Invitation Flows
- 30. “The bandwagon effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others.” Wikipedia 1 Invitation Flows
- 31. 1 Invitation Flows 1 million users in 6 weeks!
- 32. 1 Invitation Flows Google did it as well for Inbox by Gmail!
- 33. 1 Invitation Flows Feedback they got on social media:
- 34. How to boost invitation rates? 1. Offer rewards 2. Create scarcity 3. Try new ideas! 1 Invitation Flows
- 36. Weird QR code invitation system 1 Invitation Flows
- 37. WHY ??
- 38. Why? “You can't share a URL on Instagram, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” Josh Miller Product at Facebook 1 Invitation Flows
- 39. A few weeks later…
- 40. 1 Invitation Flows Viral Content Experience Discovery 2 3 Organic growth
- 41. User generated content shared on social media Viral Content2 Dubsmash became famous with people sharing fun videos on social media.
- 43. Top Nine is a good example of an high vitality app. The app gets the user’s 9 most liked photos of the year via Instagram connect, then creates a unique picture easily sharable with one click. Viral Content2
- 44. This is the picture shared on Instagram. Number of likes in 2016 = Egoboost Watermark = mandatory for vitality! Clearly written in black to be searchable on the App Store. Viral Content2
- 45. End of 2016, Top Nine spent $1700 in Instagram influencers campaigns. Viral Content2 To start vitality of a new concept, influencers relevant to your target are the best way to start sprinkling on social media! 🔥
- 46. Viral Content2
- 47. Metrics on day of launch of Influencers’ campaign Viral Content2
- 48. Second Day Influencers’ followers downloaded the app but didn’t share it yet or their followers didn’t see their « Top Nine » yet. Viral Content2
- 49. Third Day It’s starting to grow! Viral Content2
- 50. 4th Day Virality steps in Viral Content2
- 51. At the same time… The app reaches the Top Charts Its name is trending Other influencers post their Top Nine without getting paid for it! Viral Content2
- 52. 5th day Downloads blow up!! Viral Content2
- 53. How to use the same strategy when you’re not a video/photo app? Viral Content2
- 54. Develop a smart screen-sharing feature like Houseparty! Viral Content2
- 55. Zenly also used that! Viral Content2
- 56. 1 Invitation Flows Viral Content Experience Discovery 2 3 Organic growth
- 60. Experience Discovery3 When you see people using these app, you want to download them immediately to start getting rides or finding good restaurant like them!
- 61. How to create this online? Experience Discovery3
- 62. Blab enables non-users to watch videos sent by users without downloading the app.
- 64. Tinder’s matchmaker enables non- users to be matched with other people by friends using the app. Experience Discovery3
- 66. 700k active users in 7 weeks. Experience Discovery3 Meerkat
- 67. Meerkat’s experience was fully integrated in Twitter’s social graph. Experience Discovery3
- 70. And also: Gamification among influential ambassadors always helps :) Embedded players => great for externalization! Experience Discovery3
- 71. Experience Discovery3 Zenly enables users to share their location to their friends who don’t have the app!
- 72. Need Organic Growth? 👋 reach us at hello@mozza.io
- 73. Join the community http://bit.ly/mobile-startups-france Mobile Startups France
- 74. more analyses on mozza.io growth by design