20163011 dubsmash app promotion summit present
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A presentation I did a few years back.
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20163011 dubsmash app promotion summit present
- 1. Dubsmash: Lessons from 175M installs
- 3. 175M
- 4. €0
- 8. 1. How do we harness “virality”? 2. The 3Rs 3. Building (sustainable) acquisition
- 9. 1. How do we harness “virality”?
- 11. 8K Week 1
- 15. Dubsmash was a simple product
- 16. Dubsmash was a simple (and incomplete) product
- 26. 1. How do we harness “virality”? 2. The 3Rs
- 30. Brazil, Apr 2015
- 31. We were a utility, not a destination
- 32. Retention 101 3%
- 34. Retention 101
- 35. Retention 101 friends relevancy push! push! push! onboarding
- 36. 3% Old
- 37. 3% Old 28% New
- 39. Acquisition without retention is stupid
- 40. 1. How do we harness “virality”? 2. The 3Rs 3. Building (sustainable) acquisition
- 47. Sustainable acquisition is learned
- 49. Takeaways: 1. Dubsmash is awesome 2. “Virality” is engineered 3. Acquisition without retention is stupid 4. Sustainable acquisition is learned 5. Dubsmash will be an awesome publisher
Editor's Notes
- What is Dubsmash?
- Fastest growing app
- So why is Dubsmash here
- Lessons from 175M installs Properly contextuaize virality
- Odd background Special operations medic McKinsey consultant - don’t I look like I’m having fun? Found my passion for startups: Worked at Groupon in Chicago Founded an ad-tech startup And now run Product at Dubsmash
- So the agenda for my brief talk: Virality is isn’t a passive phenomenon Nor can you will it into existence It is engineered!
- Virality is isn’t a passive phenomenon Nor can you will it into existence It is engineered! Two things that I attribute - sharing externally + watermark
- Dubsmash was a new app from a 2 year old company - mobile motion gmbh Had 6 weeks of cash left and desperately needed a win So they experimented with variations of their app, Starlize - which is basically identical to musical.ly
- This does not usually happen This is rare This is not the norm
- How?
- Did anybody use the first Dubsmash? Background: was built in an afternoon This was the first play screen - complete with test sounds
- This is the record screen - not even a traditional record button We call it ‘reducing the barrier to creation’ Most people make (on average) 4 selfie-videos a month (high, right?) We can get the to do that in a session
- Reduced barrier to sharing Force to share externally by necessity - could not scale a video platform! Connected to platforms where your friends are Created impressions on the most intimate social networks This led to 1.5 billion videos created in 2015, we are on track to do the same this year If Dubsmash shipped as a full-featured video platform, it would not exist today
- Everybody now has watermarks - it is standard now across creator tools Building off of Instagram We totally should have patented that ;)
- Takeaway Some people do it by accident For us: Engineered - yes Intended - no And there are varying degrees to which you can be viral depending on industry And there is a playbook to engineer different types
- Virality is isn’t a passive phenomenon Nor can you will it into existence It is engineered!
- The 3Rs
- When I mention that we scaled prematurely, it is because we hadn’t figured out retention I’ll give you an example
- 11M installs in April 2015
- We realized as a company With this type of viral success and brand building That are opportunity is to be a video platform vs just a “viral creator tool”
- I don’t want to insult anyone’s intelligence, just want to emphasize a tried and true point in product. Y axis % of users coming back to the app X axis over time
- This is awful
- The first indicator of health is a flat long-tail That means you have a sustainable number of users who have FOUND VALUE WITH YOUR APP
- The next step is to focus on early (day 1) retention by educating the user about that VALUE Then follow quickly up with building features with network effects, then re engaging
- Epic
- Takeaway Without retention, acquisition becomes irrelevant I’ve had to learn this the hard way - multiple times have to turn down an app store or play store featuring Which they tie to building features that don’t focus on retention
- Virality is isn’t a passive phenomenon Nor can you will it into existence It is engineered!
- Installs in october Wait - I thought we had crappy retention : we did Not focusing on acquisition: we weren’t
- Build an on-platform network This led to a massive decrease in acquisition - which was painful but intentional
- Maintain acquisition through external sharing Increase retention through internal sharing / sharing on platform
- Sharing on platform Fun, interactive, video sharing with friends Building social features Leveraging a lot of human psychology Lot of pop culture and mixed media Experimenting with video chat bots, curated feeds, broadcast, face mask, augmented reality, live video, etc. Fun!
- [partners] Westworld’s actors Evan Rachel Wood Jimmi Simpson Ben Barnes
- It is learned You need to have an understanding of how users user your product and apply the right tool This can include purely organic, earned, or paid traffic
- So why is Dubsmash here? Dubsmash’s growth story is great, but thankfully incomplete We believe we can turn Dubsmash’s scale into a video platform The market is large The market is young There is so much untapped potential as people create more videos I hope in the coming years to come to you as a publisher, not just as an advertiser