What can AIGC tools do to achieve user growth? This article takes two types of AIGC products with different goals as examples, and summarizes the user growth practices of AIGC tools, hoping to help you.
The previous article mainly used logic as the context to write some key points of the AIGC project in GTM. And consider starting your second article, mainly about the AIGC tool user growth practice, after reading this article, you can combine the current stage of the business, choose a suitable promotion method.
The author has been thinking about what dimension should be more reasonable to divide, and at present, I feel that it is more reasonable to start from the main goal of increase.
The main objectives of the increase are divided into two categories:
(1) Scale growth
The key indicators are new users and retention rate, a total of three indicators.
(2) Revenue growth
Its key indicators are three indicators: new users, conversion rate, and customer unit value.
It happens that in the traditional Internet, the author has experience in these two types of business, and the following is a slightly more detailed analysis:
1. The main target is AIGC products with scale growth
Most of this type of products are AIGC products from large manufacturers, such as Byte Team's Jichuang and Doubao, Jianying Some AI Functions, and Ali Team's Tongyi Qianwen.
Or a large domestic model, such as kimi AI.
Since you want to do a good job of scale, there are three ways of thinking:
1. Stand at the entrance of high traffic and eat the permeability
This is the innate advantage of large manufacturers to do AI applications, and it is also a common method used by bytes to promote new products. Now bean bags are basically doing something similar.
However, there are differences between the people and goods of AIGC and entertainment applications, which ultimately leads to the inefficiency of placing it on a high-traffic entrance to eat the penetration rate in the scene. For example, in the same fixed pit position in Douyin, the CTR of putting bean bags and placing e-commerce entrances is definitely different, and it is not transferred by human will.
Moreover, this kind of pit-level problem is generally filmed by big bosses, and the value that workers can play is very limited, and most of them are just a tool role for daily operations.
2. Use short video platform traffic
For example, user growth methods such as delivery (influencer), account matrix, and information flow delivery. Of course, there are also relatively traditional growth methods such as ASO.
The advantage of large factories in this regard is mainly that they can independently create a short video trend, such as the short video of animal jumping subject three that became popular on Douyin in January 24, which was actually made by Ali's Tongyi Qianwen. But the products of small companies are more difficult, but they are not nothing, such as Guo Degang's short video explosion of cross talk in English, behind which is a company called Heygen, which mainly makes the sea direction.
(1) The difficulty of creating this kind of trend is mainly in the randomness of short videos, and the effect presented must conform to the communication law of short videos. Many commercial order videos will forcibly rely on popular videos, which actually tests the ability of talent and operation. Moreover, this kind of user is bound to be a pan-user, and the download conversion and retention rate is low.
(2) In addition, AI-related explosive videos have a strong timeliness, for example, a large number of GPT's popular videos appeared in March 23 and lasted for 1 month. However, the video data related to GPT in the next 3-4 months was quite flat, and the next wave of explosions appeared after GPT released the voice bot. The core reason is that some of the attributes of AI-related topics are similar to those of tech news.
3. Take advantage of word-of-mouth
After the first two steps are basically ready, if the business with the goal of user scale wants to continue to operate (pay attention to this premise), it is bound to need a good production experience and the resulting word-of-mouth communication.
If it weren't for the good quality of the images, Stable Diffusion would not have been able to achieve the scale it is now, and if it weren't for the explosion of video quality, Sora would not have been able to get such a high level of attention. The starting point of it all is quality.
When it comes to word-of-mouth communication, it is generally divided into two parts: real communication and KOC delivery. There are three advantages to this part of the propagation.
First, it can help the business maintain a basically stable exposure.
Second: in terms of cost, KOC delivery is lower than that of top influencers and information flows.
Third: This type of marketing is relatively difficult to make users averse to advertising.
The following picture is the KOC draft released by kimi:
2. AIGC products whose main goal is revenue growth
Most of these products are the products of start-up companies, which use foreign large-scale model shells or finetune. A lot of people despise it when they hear about the shell, and I think it's incredible. Because many things in the early days of China's Internet, such as search engines and mailboxes, IM were learned from the United States. As long as you can achieve business success within the limits of legality, it's not a big deal.
The main representative products in this part include flash cutting, unbounded, Heygen, Wondershare Broadcast, etc. The corresponding business model is basically a membership model.
The key indicators of this type of product mentioned above are three indicators: new users, conversion rate, and customer unit value.
From the perspective of user growth, revenue products need to pay attention to the following issues:
1. Precise users
Unlike products that pursue scale, the more accurate the users of revenue products, the better, because the more accurate the product, the higher the purchase conversion rate. According to my long-term practical experience, the most typical users are 25-35 years old, in first- and second-tier cities, and there are more men.
However, there is also a problem, the range of choices of such influencers is not as wide as that of e-commerce and local life, but the number is limited. Therefore, how to maximize the value of the limited talent has become a key point.
2. Master the rhythm
The rhythm includes two aspects, on the one hand, it is to manage its own delivery rhythm in combination with external trends. The author usually tends to put the resources in front as much as possible after the model is tested.
On the other hand, it is to arrange the rhythm between influencer delivery, information flow, and self-owned accounts. According to the author's experience, it is best to use the talent to run through the mode first, and at least find out the following problems
- What are the typical masters and typical scripts
- Play – download conversion rate
- What is the average ROI
Then use the accumulated talent materials to deliver information flow and organize the account matrix. If the talent mode can't work, there is a high probability that the remaining two will not work.
3. Delivery – recycling
Placement refers to the investment of funds and personnel. Recovery refers to the recovery of cash flow.
The author has always been more cautious in personnel investment, and funds can sometimes overflow, but do not let personnel investment overflow. If it is not determined that the work can last for a year, then there is no need to add 1 HC to the matter.
In terms of funding, if the recovery cycle is too long, it proves that at least one of the three items of marketing content itself, target group, and payment guidance needs to be adjusted. It is worth noting that due to fierce competition and problems with the platform's algorithms, the ROI of Douyin's information flow is often infinitely close to 1.1, so it is still debatable to achieve financial profitability (i.e., positive net profit) by relying on information flow.
The above are some practical points in the growth of AIGC tool users, this article does not involve the analysis of promotion cases, if necessary, the author may elaborate in subsequent articles.
This article was originally published by @只做好20% of Things on Everyone is a Product Manager. Reproduction without the permission of the author is prohibited
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