Momo is a mobile social tool based on geographical location. Users can get to know people nearby through Momo, send short messages, voice, photos and accurate geographical location for free, and communicate with people around them better. You can use Momo to create and join nearby interest groups, leave messages and nearby activities as well as Momo.
The function of 1. 1
1. 1. 1 instant message
Find strangers nearby based on LBS, learn about personal data and trends, and pick people who are interested to chat up strangers.
1. 1.2 group
Provide * * * discussions with the same interests for people nearby, create topics and bring opportunities for parties.
1. 1.3 dynamic cycle
The circle of friends is similar to WeChat and QQ, but the difference is that Momo's dynamic circle is not limited to friends, and you can find the real-time status of users around you.
Activities near 1. 1.4
Nearby activities provide a platform for businesses to show their activities or exhibitions, and users can learn about the recent activities that everyone is participating in and the latest developments of the activities through nearby activities.
1. 1.5 Momo bar
Similar to Post Bar, the function is similar to group, which provides * * * discussion for people nearby who have the same interest. In order to create a topic and bring opportunities to the parties, users who need to participate in the group can post their own posts on topics of interest in a wider range (not limited by geography) and reply to others' posts.
1. 1.6 live broadcast
Similar to the live broadcast platform, users choose their favorite anchors, pay attention to them and become their fans.
2. 1 development
According to the QM data of April 20 16, in the field of mobile social interaction, the number of monthly active users of Momo reached 582 1.59 million, up by 3.79% from the previous month, the growth rate was only 5. 14% in Weibo, and WeChat and QQ declined slightly. In terms of total monthly usage, Momo reached 7.89 billion times, an increase of 13.49% from the previous month, making it the only positive growth application among various social apps. In terms of total usage time, Momo spent nearly 65.438+08 billion minutes, an increase of 654.38+02.53% from the previous month, which was higher than the growth rate of 6.06% in Weibo, and other social apps declined to varying degrees.
Recently, China Internet Network Information Center (CNNIC) released the "20 15 years China social application user behavior research report" which also confirmed the growth of Momo. According to the report, 40.4% of social users use social applications to make more new friends. For the purpose of "meeting more new friends", the mention rate of Momo users is 48.5%, and Momo has become the first social platform for young people to meet new friends. From the frequency of use, 7.7% of users use Momo countless times every day, and the cumulative number of users who use Momo more than 10 times every day reaches 2 1.4%. Compared with WeChat, users don't use Momo frequently, but it takes a relatively long time: users who use Momo for more than 60 minutes every day account for 19%, and users who use Momo for more than 30 minutes every day have accumulated.
Second, the analysis of the participants
2. 1 user analysis
2. 1. 1 user characteristics
Characteristics of Momo users: diversification, weak relationship leading+strong relationship coexisting, weak relationship expanding and precipitating, active and real group interest.
real
The biggest difference between Momo and all social products on PC comes from better and richer user information. Compared with users of other platforms, Momo users are more real. Address book, Weibo account number, etc. Make the user information more perfect, and at the same time enhance the trust between users. Coupled with the advantages of natural LBS, Momo can effectively guide users to transform from online to offline, forming a huge advantage that PC-side social products cannot match.
interest
The second advantage of Momo is the offline socialization of interest aggregation. The group near Momo is very active, and all friends with the same interests (hobbies, fellow villagers and other attributes) will enter the group they are interested in, and then get together to eat, drink and have fun and chat all over the world. Interest+local socialization constitutes the strongest tool for Momo to switch from online to offline.
2. 1.2 usage scenarios
For users:
1) check the surrounding users, strike up a conversation, about
2) Check the user's personal information and pay attention to others.
Group:
1) Find interested groups according to your own interests and fellow villagers.
2) Group chat based on an interest.
3) Organize activities inside and outside the group.
4) Chat privately with users in the group.
Activities:
1) Look for activities in the same city according to your own interests.
2) Interested in registering messages.
3) Find the user invitation of interest.
Social scene:
1) The relationship between men and women is a simple online chat and a shallow relationship.
2) relationship between men and women. From online to offline, it is not long.
3) the circle relationship near the living area, online chat, from online users or groups to offline and shallow relationships can be maintained for a long time.
4) Based on the same hobby and the circle relationship of fellow villagers, online group chat, from online group to offline activities, can be maintained for a long time.
5) Relationship invited by offline activities, online chat caused by activities, shallow relationship.
III. Product Features and Functions
1. Momo Live
Momo live broadcast was launched in September, 20 15, Red Man live broadcast was launched in February, 20 15, and national live broadcast was fully launched in April, 20 16. Momo live broadcast is lowering the entry threshold for anchors.
As a social platform, Momo needs to think about live broadcast from the social basis. Live broadcast provides a new form of social development, which means that live broadcast itself has richer connotation and broader development space. Momo itself has many interest groups, such as travel, food, fitness and so on. In the past, group users communicated through words, pictures and videos. Now everyone's chat in the group may be communicated through live broadcast, which brings more possibilities for interaction.
The rise of Momo is inseparable from the unique product positioning, that is, the geographical location attribute. Momo live broadcast also follows this function in the product, users can see the live broadcast of nearby users, so that users can see richer content nearby and communicate through this novel communication method, thus becoming friends. In the future, live broadcast nearby will become an effective way for users to show themselves in multiple dimensions and make new friends.
2. Anonymous praise function "Diandian"
The new function launched in March this year will recommend several other users nearby according to their geographical location. The user can choose to swipe left "No Feeling" or right "Like". If both parties like each other, they can chat directly online.
In addition to geographical location, Momo will also analyze the social behavior of users. Participating groups, topic tags, cities visited, favorite movies, books and activities will all become factors that affect the matching object. Therefore, for users, in order to improve the success rate of matching, it is necessary to improve their personal data as much as possible and maintain a certain degree of activity.
The logic behind the function: Momo's "people nearby" function is convenient for users to find new friends who are close to their geographical location faster by greeting. Judging from the daily greetings on Momo, the proportion of male greeting at all ages is higher than that of female. Women are more reserved on social networks, and the mode of anonymous praise and confirmation is to reduce the social pressure of female users and minimize information interference.
Fourth, functional analysis.
From the four components of a complete social APP, including IM, friend link channel (based on LBS, address book import and other social account matching), SNS community and core functions based on user needs.
Needless to say, IM's friend link channels include LBS-based social account matching, address book import and QQ WeChat. SNS community includes dynamic circles, groups, momo bars, nearby activities and live broadcasts. User needs include physiological needs, safe social needs and self-realization.
From the perspective of problem solving, any social application aimed at strangers will involve the problems of diversion, retention and realization. The diversion of Momo is not a problem, but the key is the latter two: how to improve retention under weak relations and how to enrich your business model.
Momo made friends with strangers from the beginning, to strangers based on LBS, to strangers based on interests and topics, and finally to strangers based on offline activities. Momo tries to change the birth of strangers with weak social and social attributes, constantly strengthen social attributes, and at the same time lead social scenes from online to offline.