an introduction to app virality
TRANSCRIPT
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App Virality – What drives it and how you can set up your app for success
MADA SEGHETE • Founder, Branch
@mada299 • @branchmetrics
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INTROAbout me
• Originally from Romania
• Designed and built featured app - Kindred Photobooks
• Mobilegrowth.org - 17k members
• @mada299
Mada Seghete
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• 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
INTROAbout Branch
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Getting something to go viral is HARD
…doing it on mobile is nearly IMPOSSIBLE
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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
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• @mada299
@mada299
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SHARING Getting the CLICK1 2
@mada299
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3 LEVERS TO PULL
Incentives
Ego
Emotion@mada299
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INCENTIVES
@mada299
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Incentives
@mada299
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Invite a friend to skip the line
Incentives
@mada299
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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
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EGO
@mada299
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EGO
@mada299
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EGO
@mada299
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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
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The 7 High-Arousal Emotions That Make Your Content ContagiousEMOTION
@mada299
1. Awe 3. Anxiety2. Anger 4. Fear
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The 7 High-Arousal Emotions That Make Your Content ContagiousEMOTION
@mada299
5. Joy 6. Lust 7. Surprise
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Emotion: Acceptance and surprise Title: 83 reasons why cats are the best pet. You won’t believe number 45Click rate: 5.1%Share rate: 0.22%Like rate: 0.14%
Emotion: AcceptanceTitle: 83 Reasons why cats are better than dogsClick rate: 4.7%Share rate: 0%Like rate: 0.18%
Virality and cats
@mada299
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Emotion: AngerTitle: 83 Reasons why you should not get a catClick 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
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Branded links work
VS.
@mada299
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EgoEnable 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 DOWNLOAD 3
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Click-to-install Conversions BY CHANNELPercentage of clicks that result in an Install and the app being opened for the first time
@mada299
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Referrals aren’t the best
@mada299
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Content drives growth
Standard Deep link to content
16% 29%
Activation Rate by Download Link
@mada299
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JourneysSeamlessly convert users from mobile web to app
2xengagement
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EgoEnable 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
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Paid
Affiliate
Blood, sweat, tears
App stores
ViralAwareness Share
ActivateDownload
Necessities for growth
@mada299
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Paid
Affiliate
Blood, sweat, tears
App stores
ViralAwareness Share
ActivateDownload
@mada299
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USED BY:
CUSTOM ONBOARDINGEngage new users with custom welcome
78%conversion to signup
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FUN ONBOARDINGFirst-touch UX
Blackbox by Ryan McLeod // @warpling
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DEEPVIEWSShow your users app content before install
6xclick to install rate
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Optimize the welcome
Tap into your user’s emotions + ego
Two-sided incentives with one-step sharing
@mada299
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Thanks!
MADA SEGHETE • Founder, Branch
@mada299 • @branchmetrics