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海外营销推广 Steven 3周前 (03-23) 9次浏览 0个评论







1. Make it easy to share your app

That means integrating plenty of traffic drivers into the flow of your app – like giving users chances to ‘share their high score’ with friends, or making it easy for them to ‘invite a friend to play’.

Don’t make it difficult, or overly complicated (think multiple permissions or additional logins) for a user to invite a friend.






2. Incentivize the ‘inviter’ sending an invitation to the app

As rewarded videos have demonstrated, rewarding user action with in-game currency, discounts or other rewards can be very impactful. Create rewards to incentivize a user who signs up a friend to the app as well. If users send a special code or referral message to a friend to sign up to the app, it also makes it easy to measure which existing users invited the most converting users.

Strengthen this strategy by offering these traffic drivers at optimal times. For example, if a user just lost a life, offer them the chance to win 3 more by inviting a friend to install the app.






3.  Incentivize the ‘invitee’

Existing users are more likely to refer their friends to an app if there is also a reward for the invitee – they’re giving their friends a valuable reward – so adding a reward for the invitee as well as the inviter is another way to increase your K Factor.

So, provide new users with a reward for installing, but ensure that the reward is meaningful to them at the time of download. For example, they may not yet understand the value of ‘10 coins’ in-app, as they haven’t played the game yet.

Instead, offer them an exciting premium feature – such as a new character or sword – as a discount on in-app purchases that they can use once they start playing. Everyone understands the value of 50% off! Let the new user know that their friend also gets rewarded if they install the app.






4. Work on the product

The easiest way to get your app to go ‘viral’, is to make a great app! This sounds obvious, but if your app is really useful for users, or a game that users just love, they are more likely to share it with their friends. Invest the time into making the product the best it can be.





5. Reach the right audience

Once you begin to understand your K Factor, use the information to optimize your UA spend. Once you know what kind of users drive your K Factor, you can adjust your campaign spend to go after them. For example, perhaps you see that female users in Mexico have an average K Factor of 1.8, and female users in Germany have a K Factor of 1.2. Your ad spend would be best directed to UA to the first group, as they will bring in more organic users. Remember, K Factor is the interest on your UA spend, so make it count!












Here is how you can calculate the value of a referral using the AARRR set-up and some hypothetical numbers on conversions and CLV. And, yes, we are aware some numbers are pretty optimistic so to speak.

In this example we start with the Content Referral in the left column.

  1. 1000 people will potentially see and act on the average content referral.
  2. 1% is the conversion rate for shared content, which means out of 1000 people who potentially see the shared content, 10 individuals will enter the Acquisition stage. From there on the road to revenue follows the Product Journey.
  3. 1% of the visitors on the website will start a product trial in the Product Activation stage.
  4. 50% of the people who started the product trial will become a paying customer.
  5. $1000 is the Customer Lifetime Value of the average paying customer.
  6. 5 Friends or colleagues of the paying customer see the Product Referral and are invited to try the product.
  7. 50% of the invited friends or colleagues will try the product, which is very high.





























K-factor (marketing)

From Wikipedia, the free encyclopedia

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In viral marketing, the K-factor can be used to describe the growth rate of websites, apps, or a customer base. The formula is roughly as follows:[1]

{\displaystyle i={\text{number of invites sent by each customer }}} (e.g. if each new customer invites five friends, i = 5)

{\displaystyle c={\text{percent conversion of each invite }}} (e.g. if one in five invitees convert to new users, c = .2)

{\displaystyle k=i*c}

This usage is borrowed from the basic reproduction number in the medical field of epidemiology in which a virus having a k-factor of 1 is in a “steady” state of neither growth nor decline, while a k-factor greater than 1 indicates exponential growth and a k-factor less than 1 indicates exponential decline. The k-factor in this context is itself a product of the rates of distribution and infection for an app (or virus). “Distribution” (i) measures the average number of people a host will contact while still infectious, and “infection” (c) measures how likely an average person is to also become infected after contact with a viral host.[2]

Social K-factor Defined

With the advent of social media, a new evolution to the K-factor concept has emerged. The Social K-factor is an indicator of how viral a website is when content is shared from the website onto social media. It is a function of the Social Coefficient, which determines how fast content is spreading through social sharing, and the Sharing Ratio, a measure of how often your content is likely to be shared. [3]

As visitors to your website share your website’s content on their social networks, the content can go viral because the social media posts attract new visitors who then share more content. The Social K-factor measures the lift delivered from social sharing. [4]


  1. ^ Skok, David (6 December 2009). “Lessons Learned – Viral Marketing”. For Entrepreneurs. Retrieved 26 May 2014.
  2. ^ Lee, Yee (15 January 2008). “The Four Viral App Objectives (a.k.a., “Social network application virality 101″)”. FrameThink. Retrieved 26 May 2014.
  3. ^ Jagannathan, Anand (27 April 2017). “The Social K-factor: Tracking Viral Growth in a Social World”. Engage.Social. Retrieved 23 June 2017.
  4. ^ Jagannathan, Anand (27 April 2017). “The Social K-factor: Tracking Viral Growth in a Social World”. Engage.Social. Retrieved 4 July 2017.

This marketing-related article is a stub. You can help Wikipedia by expanding it.


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