An Introduction to App Virality
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1) The document discusses how to make apps go viral by leveraging incentives, ego, and emotions. It explains that incentives work best when they reward both the referrer and referee, ego can be appealed to by enabling users to create and share things that make them proud, and high arousal emotions like awe, anger, anxiety, fear, joy, lust and surprise tend to make content more contagious. 2) It provides examples of how emotion in content titles and sharing text can influence click rates, share rates and like rates. Negative emotions tend to drive more clicks while positive emotions lead to more shares. 3) The document advocates for using deep links that drive users seamlessly from web to app, as
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An Introduction to App Virality
- 1. App Virality – What drives it and how you can set up your app for success MADA SEGHETE • Founder, Branch @mada299 • @branchmetrics
- 2. INTRO About me • Originally from Romania • Designed and built featured app - Kindred Photobooks • Mobilegrowth.org - 17k members • @mada299 Mada Seghete mada@branch.io
- 3. • Palo Alto, CA • 20 months in business • $53M+ in funding • 70 full time employees • 10,000+ apps • Over 1.5 billion users deep linked A mosaic of app icons from the Branch community INTRO About Branch
- 4. Getting something to go viral is HARD …doing it on mobile is nearly IMPOSSIBLE
- 5. Here’s what it takes on an app User A engages in app User A shares app User B clicks on link User B downloads app User B engages in app User B shares app Double viral loop 1 2 3 4 5 • @mada299 @mada299
- 6. SHARING Getting the CLICK1 2 @mada299
- 7. 3 LEVERS TO PULL Incentives Ego Emotion @mada299
- 10. Invite a friend to skip the line Incentives @mada299
- 11. 29% Referral best practices It’s better to get something than a discount on something. Give an incentive If you can only reward one, reward the new user. Two-sided are best Make it incredibly easy for users to share. One-step sharing is best People share when it makes them look good. Appeal to ego @mada299
- 12. EGO @mada299
- 13. EGO @mada299
- 14. EGO @mada299
- 15. Users click and share because something drives an emotion in them. In general, positive emotions make people share (the happier the post, the more likely it is to be shared) Negative emotions drive more clicks. High arousing emotions drive more shares EMOTION @mada299
- 16. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 1. Awe 3. Anxiety2. Anger 4. Fear
- 17. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 5. Joy 6. Lust 7. Surprise
- 18. Emotion: Acceptance and surprise Title: 83 reasons why cats are the best pet. You won’t believe number 45 Click rate: 5.1% Share rate: 0.22% Like rate: 0.14% Emotion: Acceptance Title: 83 Reasons why cats are better than dogs Click rate: 4.7% Share rate: 0% Like rate: 0.18% Virality and cats @mada299
- 19. Emotion: Anger Title: 83 Reasons why you should not get a cat Click rate: 5.4% Share rate: 0% Like rate: 0% Emotion: Pride Title: 83 reasons why you should date a cat owner Click rate: 2.4% Share rate: 0% Like rate: 0% Virality and cats @mada299
- 21. Ego Enable users to create things they are proud of, and prompt them to share those creations. Default sharing text should highlight how awesome the user is. Make sharing links rich deep links: the actual content should show up in Facebook, Twitter, SMS, and e-mail. Create a Brand YOUR users what to be associated with. From CLICK to DOWNLOAD3
- 22. Click-to-install Conversions BY CHANNEL Percentage of clicks that result in an Install and the app being opened for the first time @mada299
- 23. Referrals aren’t the best @mada299
- 24. Content drives growth Standard Deep link to content 16% 29% Activation Rate by Download Link @mada299
- 25. Journeys Seamlessly convert users from mobile web to app 2x engagement
- 26. Ego Enable users to create things they are proud of, and prompt them to share those creations. Default sharing text should highlight how awesome the user is. Make sharing links rich deep links: the actual content should show up in Facebook, Twitter, SMS, and e-mail. Create a Brand YOUR users what to be associated with. ENGAGEMENT4
- 27. Paid Affiliate Blood, sweat, tears App stores Viral Awareness Share ActivateDownload Necessities for growth @mada299
- 29. USED BY: CUSTOM ONBOARDING Engage new users with custom welcome 78% conversion to signup
- 30. FUN ONBOARDING First-touch UX Blackbox by Ryan McLeod // @warpling
- 31. DEEPVIEWS Show your users app content before install 6x click to install rate
- 32. Optimize the welcome Tap into your user’s emotions + ego Two-sided incentives with one-step sharing @mada299
- 33. Thanks! MADA SEGHETE • Founder, Branch @mada299 • @branchmetrics