As a vigorous product manager, I have experienced some stranger social products one after another. After in-depth use of these social software products, the author found that there is a unified set of logic and predicament behind the social products of strangers.
Socializing with strangers can be called "hormonal phone number list socializing", which is a kind of social behavior that both men and women use sexual attraction as the main driving force to meet the opposite sex, find a partner, and make an appointment to run. Of course, it is not excluded that in some cases, everyone uses strangers' social products just to find someone to chat and pass the time.
Product managers of stranger social products such as "soul" and "Tantan" also know this. Therefore, in many key steps, they deliberately blur the opposite phone number list sex, and use the imagination and expectation of the opposite sex to promote more communication among users. interactive behavior to enhance the activity of the product.
After experiencing more than ten social products phone number list for strangers, the author found that there are three key steps in the social circuit of strangers, common difficulties and success factors; each product uses different gameplay and stimulation points according to its own product positioning. To promote the efficiency of these three key steps, and try to commercialize them.
1. Three key steps of socializing with strangers
In fact, all social behaviors (online + offline) have three key steps. At each key step, how do different products "solve the problem"?
1. The first step: matching the target, information display
Most of us meet new friends offline through friend introduction or gathering, which is essentially a "target matching based on friend recommendation". After meeting a new friend, the new friend's behavior is their "information display."
Similar to meeting new friends offline, social products for strangers show you information of the opposite sex through various functions, which is an "algorithmic recommendation based on LBS (location-based service) and users' personal preferences".
Typical functional forms are:
The left-swipe right-swipe mode of "Ivy Love"
List of nearby "Hequ"
Speed Dating of "Accumulation"
No matter what the functional form of the product is, it actually displays other people's user information through different gameplay and dimensions. "Matching goals, displaying information" is the first of three key steps. This step requires the product to:
Has a large user base: Meets LBS constraints and individual user preferences
Accurate algorithm matching mechanism: The algorithm mechanism similar to Toutiao matches the right person to the user. However, at present, many products are simply conditional screening, and do not realize real algorithm recommendation.
Encourage users to display more diverse and richer information: Improve algorithm accuracy and matching success rate (for example, before successful matching of "Ivy League", users need to complete their personal information, and "Hequ" fills in personal information to get FunBeans )
2. Step 2: Screening Targets, Determining Targets
After the information is displayed, it is a choice based on personal preference. Because people are non-standard products, this step mainly depends on personal preferences, whether to choose to like/super like, take the initiative to strike up a conversation/private chat. In stranger social interaction, the mutual screening of men and women is to exchange and match different values according to the purpose and type. Men will prefer to show economic strength and work, while women will show appearance and skills.
In this link, the product side can improve the matching success rate by encouraging users to display more diverse and richer information and optimizing the matching algorithm.
3. Step 3: Generate interactions and further connections
After the two parties are successfully matched, it is time to interact. Depending on the purpose of the product, different products have the same settings in this step:
Difficult mode: After "She Said" is successfully matched between men and women, the girl asks the boy 3 questions first, and the boy answers and the girl is satisfied before they can chat - this is based on the positioning of "She Said" as a high-quality dating platform. Multiple matches to improve the real match success rate and interaction rate of both parties
Normal mode: "Tantan" can chat directly after matching, and the system will provide prompt words to guide users to break the ice
Simple mode: After the successful matching of "Hequ", the system will take the initiative to speak on behalf of the user - this is based on the fact that "Hequ" is a profit model that charges according to the number of chat sentences, encouraging users to chat more
After breaking the ice, all social products for strangers inevitably encounter a difficult problem: how to prevent users from transferring to WeChat?
Some products are commercialized through various privileges, live streaming, etc. before matching. For example, "She Said" and "Ivy League Love", as long as the user has the need to find a partner, they can come back again
Some products encourage and guide users to stay in the software chat. For example, if you want to light up the "soulmate" icon in "Soul", you need to chat in "Soul" for a long time; for example, "Hequ" will block keywords such as WeChat and contact information
In short, the social product of strangers is more of a function of connecting men and women, and it is impossible to completely prevent users from transferring to WeChat. The author believes that it is a successful product model that only needs to complete commercialization before users transfer to WeChat.