They said, “If you build it, they will come.” They lied. Pour your heart and soul into creating the most beautiful, user-engaging apps. Create content. Promote. Do everything you can, and still, you can’t fill the stadium. Why is virality so tough on mobile? How can we aim for virality ourselves?
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Webinar: From k-factor to emotion: What makes an app go viral, and how do you measure virality?
1. From k-factor to emotion: What makes
an app go viral and how do you
measure virality?
Mada Seghete • Founder | Head of Growth
@mada299 • @branchmetrics
2. 1982 Newborn
2005 Engineer + Product
2012 Mobile App Designer +
Marketer
2014 Branch Founder
ABOUT ME
@mada299
3. Mobile Growth Community
New Country Expansion
Branch Platform Growth
Culture, branding and employee experience
WHAT I DO AT BRANCH
4. early 2013 Photobook printing app
June 2014 Branch started
Now:
● 140 people
● 25k apps
● 2.3B users deep linked
ABOUT BRANCH
@branchmetrics
5. Branch is the linking infrastructure for
the world’s best apps.
15. It’s an industry problem
The 1000th most popular app of all
time has 0.2% the adoption of the
1st.
And they shut down in 2015.
1st, Facebook
10th, Skype, 12%
1000th, Pixable, 0.2%
27. Humans crave the opportunity
to give advice and offer tips
Why advocate marketing works -
your best customers love to help
out, but especially if they offer
practical value.
@mada299
USEFULNESS
28. 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 @mada299
EMOTION
29. The 7 High-Arousal Emotions That
Make Your Content Contagious
EMOTION
@mada299
1. Awe 3. Anxiety2. Anger 4. Fear
30. The 7 High-Arousal Emotions That
Make Your Content Contagious
EMOTION
@mada299
5. Joy 6. Lust 7. Surprise
32. 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
33. 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
38. 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
Viral Loops
44. 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
60. TIP
56% of users reported that they have not signed up for an app or service because the registration process was
too time-consuming. As we mentioned earlier, an important question to ask is: Do we even need logins?
Dollarbird doesn't use a login or profile