Application of tap water in the sea-how to use Meta open platform products to create social currency?

The topic of going overseas is clichéd, but the content that everyone talks about is undergoing some obvious changes-from the choice of markets, tracks, and channels to how to effectively promote the brand and increase market penetration.

After analyzing the overseas environment, many overseas companies realize that emotional marketing on social platforms is becoming a very effective marketing tool. If a "social coin" can be created for users, it can further drive users' desire to share, realize users' independent communication, and solve the problem of overseas App promotion from the user dimension.

1. The sea track is upgraded, and the overseas environment is very different.

The reason for this trend lies in the changes in the overseas market environment.

Although there are still some dividends in the overseas market compared with the fierce competition in China, in fact, since more than 10 years ago, a large number of Chinese Internet companies have begun to expand overseas markets. In recent years, they have covered almost all application categories, whether they are The scale of applications/content of overseas companies is still the market coverage. It seems that Chinese Internet companies have entered the "deep water zone" when they go overseas.

The so-called "deep water zone" corresponds to "deep cultivation and meticulous cultivation" instead of barbaric growth. For most overseas developers, it is not difficult to design and develop an APP. Even for political forms, legal rules, social culture, language environment, and industrial foundations, there is already a very standard set of "theoretical white papers" or tool libraries. To help everyone cross these thresholds. At this stage, the most discussed topic and also the most difficult problem to solve have become the habit of exploring users, thinking about how to design products and how to promote them.

2. Binding social emotional marketing, social platforms have huge emotional communication value

Before doing user operations, the first thing is to find the gathering place of users and user behaviors. The largest traffic pools are undoubtedly various social platforms, and the mobile social platforms at this stage have already surpassed pure social meaning. They carry users’ eyeballs, emotions and desire to share, and the efficiency of value transmission on social networking sites. Higher than direct contact with strangers.

Domestically, everyone is more familiar with Weiweiyiyi (WeChat, Weibo, and Douyin), while overseas are Facebook, Instagram, and Tiktok. Different platforms have different user groups, as well as different positioning and operating ideas. For example, Facebook is more about social acquaintances and the spread of news information; Instagram is mainly about lifestyle sharing; TikTok is more about the release of emotions and the use of interesting filters to show yourself.

After understanding the attributes of social platforms, we can analyze the original emotions of users coming to the platform, so as to guide the emotions through the operating mechanism and content, and then achieve the purpose of dissemination and transformation.

Related domestic operating mechanisms are relatively mature, and social platforms are integrated into the communication chain of their own apps. By doing so, you can use a larger traffic pool to create a ready-made communication community for your products, which can promote products more directly and attract more users. For example, if your friend shares a game he is playing through social media, shows off his badge or highest score, then you are likely to be attracted to try that game.

At present, most of the operating models of overseas companies on overseas social platforms are simple and rude paid advertising, such as image ads, video ads, snapshot ads, carousel ads, slide ads, and boutique column ads based on Meta's Facebook. These advertisements can help App developers to achieve specific business goals, but not all development teams have a large budget to pay, and the mere delivery does not give full play to the full resource capabilities of social platforms. It still needs to integrate its own product user ecology. Connect with the user ecology of social platforms.

Overseas APP developers can consider providing users with greater value through the social platform ecology, encouraging them to share information, achieving higher levels of participation, and thus integrating social networks with products more deeply. In fact, this also means that a large number of Chinese Internet companies can step on the shoulders of these media platforms and partners, and collectively enter overseas markets in a more convenient way, at a lower cost, in more ways, and on a more intensive scale.

3. "Share to Snapshots" to help overseas apps create "social coins" for users

As mentioned in the previous article, compared to designing and developing an App, how to connect your App to social platforms, help users to share more conveniently, and provide users with better sharing content templates as a "social currency" is the most difficult One ring.

Many platforms will provide convenient interfaces to help developers guide their users to share content to social platforms to achieve social diffusion. Among them, Meta also provides the sharing to stories service. After the App is connected to the service, users can use the "Share to Snapshot" function to share content in the form of Facebook Snapshot or Instagram Snapshot, and jump directly through the jump link Go to the download, registration and other pages of the product application, you can provide users with a fast and high-quality social sharing experience, and at the same time, it can also provide the effect of dissemination and transformation for your own products.

The overseas service provider APUS has jointly launched the "Travel with Cut Cut" user activity with Facebook. Users only need to select their favorite travel background image in the Cut Cut application, and complete their personalized work through the program’s built-in smart cutout function. Click to share to Facebook's "Share to Snapshot" module to have the opportunity to get rich rewards.

Behind this activity is the first closed beta of the "Share to Snapshot" function. On the one hand, this function opens up the operation path for users to share to Facebook with one click. On the other hand, the product logo of Cut Cut is embedded in the shared work pictures, which can be directly jumped to the download page of the product, thus forming a dissemination The link to the drainage is closed loop.

IV. Conclusion

In any case, going overseas is still a topic that domestic mobile application manufacturers cannot avoid. Whether overseas companies seek technological breakthroughs, innovations in business models, or digging deep into their operating models, there is a lot to do. However, if they want to find gold overseas, they must deal with all-round challenges.

After the rapid growth of China's mobile Internet, the capabilities and experience of Chinese developers are basically the same as those of Europe and the United States. They even have their own advantages in certain areas. If they can use the high-quality platform resources of overseas ecology, they will be able to get twice the result with half the effort. Millions of apps of different scales from China and all over the world are using Meta to develop overseas business and go global, making it easier to go overseas.

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