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App Virality – What drives it and how you
can set up your app for success
MADA SEGHETE • Founder, Branch
@mada299 • @branc...
INTRO
About me
• Originally from Romania
• Designed and built featured app -
Kindred Photobooks
• Mobilegrowth.org - 17k m...
• Palo Alto, CA
• 20 months in business
• $53M+ in funding
• 70 full time employees
• 10,000+ apps
• Over 1.5 billion user...
Getting something to go
viral is
HARD
…doing it on mobile is
nearly IMPOSSIBLE
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
e...
SHARING Getting the CLICK1 2
@mada299
3 LEVERS TO PULL
Incentives
Ego
Emotion
@mada299
INCENTIVES
@mada299
Incentives
@mada299
Invite a friend to skip the line
Incentives
@mada299
29%
Referral best practices
It’s better to get something than a discount on something.
Give an incentive
If you can only r...
EGO
@mada299
EGO
@mada299
EGO
@mada299
Users click and share because
something drives an emotion in them.
In general, positive emotions make
people share (the ha...
The 7 High-Arousal Emotions That
Make Your Content Contagious
EMOTION
@mada299
1. Awe 3. Anxiety2. Anger 4. Fear
The 7 High-Arousal Emotions That
Make Your Content Contagious
EMOTION
@mada299
5. Joy 6. Lust 7. Surprise
Emotion: Acceptance and surprise
Title: 83 reasons why cats are the best pet. You won’t believe
number 45
Click rate: 5.1%...
Emotion: Anger
Title: 83 Reasons why you should not get a cat
Click rate: 5.4%
Share rate: 0%
Like rate: 0%
Emotion: Pride...
Branded links work
VS.
@mada299
Ego
Enable users to create things they are proud of, and prompt them to share those
creations.
Default sharing text should...
Click-to-install Conversions BY CHANNEL
Percentage of clicks that result in an
Install and the app being opened for the fi...
Referrals aren’t the best
@mada299
Content drives growth
Standard Deep link to
content
16% 29%
Activation Rate by Download Link
@mada299
Journeys
Seamlessly convert users
from mobile web to app
2x
engagement
Ego
Enable users to create things they are proud of, and prompt them to share those
creations.
Default sharing text should...
Paid
Affiliate
Blood,
sweat,
tears
App
stores
Viral
Awareness Share
ActivateDownload
Necessities for growth
@mada299
Paid
Affiliate
Blood,
sweat,
tears
App
stores
Viral
Awareness Share
ActivateDownload
@mada299
USED BY:
CUSTOM ONBOARDING
Engage new users with custom welcome
78%
conversion to signup
FUN ONBOARDING
First-touch UX
Blackbox by Ryan McLeod // @warpling
DEEPVIEWS
Show your users app
content before install
6x
click to install rate
Optimize the welcome
Tap into your user’s emotions + ego
Two-sided incentives with one-step sharing
@mada299
Thanks!
MADA SEGHETE • Founder, Branch
@mada299 • @branchmetrics
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An Introduction to App Virality

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What drives app virality and tips and tricks on how to get your own app to become viral.

Published in: Mobile
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An Introduction to App Virality

  1. 1. App Virality – What drives it and how you can set up your app for success MADA SEGHETE • Founder, Branch @mada299 • @branchmetrics
  2. 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. 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. 4. Getting something to go viral is HARD …doing it on mobile is nearly IMPOSSIBLE
  5. 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. 6. SHARING Getting the CLICK1 2 @mada299
  7. 7. 3 LEVERS TO PULL Incentives Ego Emotion @mada299
  8. 8. INCENTIVES @mada299
  9. 9. Incentives @mada299
  10. 10. Invite a friend to skip the line Incentives @mada299
  11. 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. 12. EGO @mada299
  13. 13. EGO @mada299
  14. 14. EGO @mada299
  15. 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. 16. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 1. Awe 3. Anxiety2. Anger 4. Fear
  17. 17. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 5. Joy 6. Lust 7. Surprise
  18. 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. 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
  20. 20. Branded links work VS. @mada299
  21. 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. 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. 23. Referrals aren’t the best @mada299
  24. 24. Content drives growth Standard Deep link to content 16% 29% Activation Rate by Download Link @mada299
  25. 25. Journeys Seamlessly convert users from mobile web to app 2x engagement
  26. 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. 27. Paid Affiliate Blood, sweat, tears App stores Viral Awareness Share ActivateDownload Necessities for growth @mada299
  28. 28. Paid Affiliate Blood, sweat, tears App stores Viral Awareness Share ActivateDownload @mada299
  29. 29. USED BY: CUSTOM ONBOARDING Engage new users with custom welcome 78% conversion to signup
  30. 30. FUN ONBOARDING First-touch UX Blackbox by Ryan McLeod // @warpling
  31. 31. DEEPVIEWS Show your users app content before install 6x click to install rate
  32. 32. Optimize the welcome Tap into your user’s emotions + ego Two-sided incentives with one-step sharing @mada299
  33. 33. Thanks! MADA SEGHETE • Founder, Branch @mada299 • @branchmetrics

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