How to keep your Telegram subscribers engaged and active in the Telegram community

In the current social software red ocean, how to expand users and how to maintain the vitality of the community have become the core issues for various social software to consider. Especially how to guide new registered users to develop in a step-by-step and step-by-step manner, how to keep old users active, and how to improve the overall community vitality have become the core of the long-term operation of social software. Telegram ("Paper Airplane") is committed to building a safe, efficient, open and stable social communication platform for global users. In terms of its long-term operation, Telegram is committed to "stable growth, step-by-step user development, avoiding short-term gains, and actively participating in community building". In terms of long-term operation, Telegram focuses on "stable growth, step-by-step user development, avoiding short-term gains, and actively participating in community building." How does it specifically implement and execute these strategies in practice? What are the basic principles? How to effectively implement? What specific successful cases are there? This paper will analyze and answer in detail.

One, stable growth: step-by-step development of new users

For a new user who has just registered on the paper plane, the whole system may seem a bit "deep" at first, and he may not know how to use it. Therefore, the paper plane needs to guide new users in a step-by-step manner to use its basic functions and gradually increase its usage frequency.

1.1 Guide users to use functions in a step-by-step manner

For a new user on the paper plane, the paper plane needs to guide new users in a step-by-step manner to use its basic functions and gradually increase its usage frequency. For example, when a new user registers and uses the paper plane, the paper plane can push the functions that the user needs to learn and use in stages, instead of pushing all the tutorials to the user at the same time, which is not only overwhelming but also greatly reduces the retention rate of new users. For example:

The first level:

The main functions are pushed in stages. When a new user registers and uses the paper plane, the paper plane can set up a tutorial in the chat box, first introduce to new users how to use the basic functions of the paper plane, such as creating a personal profile, adding contacts, joining groups and channels, basic chat, etc.

The second level:

Expand more usage scenarios. After a new user uses the paper plane for 1 week and familiarizes himself with the basic functions, the paper plane can push the new user to the second level of usage, that is, to expand more usage scenarios, such as how to use the paper plane to create groups for work, how to use the paper plane to create channels for specific topics, how to use the paper plane robot, etc.

The third level:

More personalized and advanced functions. After using the paper plane for 1 month, the user can gradually become a "deep user" of the paper plane. At this time, the paper plane can push some more personalized and advanced functions to the user, such as how to use the paper plane to create a personal group for specific occasions, how to use the paper plane to create a robot to automate some work, how to use the paper plane to achieve some special functions, etc.

1.2 Guide users to interact step by step

In addition to guiding users to use functions in a step-by-step manner, the paper plane also guides new users to interact step by step. For example, new users can only use text messages to communicate at the beginning, and then can use voice messages, videos, pictures and other methods to communicate after a period of time. This avoids new users being confused by various push notifications from the beginning. Successful case:

New people training for a certain media company's paper plane

A certain media company uses paper airplanes to train new employees. When new employees first use paper airplanes, they are only required to use the most basic group function, that is, to communicate information through group chat. After using it for a period of time (one week), new employees are required to use paper airplanes to use some basic functions, such as using bots to automatically send messages, using voice messages to communicate, etc. After using it for a longer period of time, new employees are required to use paper airplanes to use some advanced functions, such as using channels to create special groups, using bots to automate some work, etc. In this way, the new employees of the media company can be trained step by step, and the training effect is very good.

Two, community building: participation is the key to vitality

In the long-term operation of the paper plane, in addition to the "stable growth" of users, how to build an active community, let the users in the community "participate in", become the core factor for the long-term development of the paper plane.

2.1 Community building: multiple interactive formats to enrich experience

How does Telegram build an active community? The answer is to create multiple interactive formats and let users participate in the community. Telegram encourages users to interact in the community in more ways, enrich the community experience, and increase user stickiness. For example:

Rich emojis and stickers. Telegram's emoji system is very rich, and users can use more emojis and stickers to express their emotions, which enriches the user's communication experience. In addition, Telegram also supports users to create their own emojis and stickers, and share them with other users.

Community groups and channels. Telegram supports users to create groups and channels, and users can participate in any group or channel they are interested in.

Rich interactive formats. Telegram supports voice messages, video messages, pictures, documents, etc., and users can use these formats to communicate and interact. In addition, Telegram also supports bots, which can automate some work and provide users with more convenient and efficient services.

2.2 Continuous development of communities: balance of openness and security

The continuous development of communities is the key to the long-term success of the paper plane. However, how to maintain the order of the community is a problem that the paper plane must face. If the community is completely open, it is likely to be flooded with spam, which will reduce the user experience. If the community is too closed, it will also reduce the user's participation. Therefore, the paper plane has found a way to balance the openness and safety of the community.

Telegram allows each group to set its own management mode. For example, the administrator of the group can set the group to be public or private, and can also set the group to be open, semi-open or closed. In addition, the administrator of the group can also restrict members' messages, kick out malicious members, and even ban members from entering the group. In this way, the administrator of the group can better manage the group and maintain the order of the group.

Success case:

Telegram's own technical support group

Telegram's own technical support group is an excellent example of community building. The group is open to all users, and users can participate in the group to ask questions and seek help. In addition, the group also sets up several sub-groups according to different topics, such as basic usage, advanced usage, robot usage, etc., so that users can discuss topics more targetedly and effectively. In addition, the group administrator also sets up strict management rules to prevent malicious members from posting spam or malicious messages, which ensures the safety of the group.

Three, long-term operation: active user strategies

In addition to stable user growth and community building, how to improve the overall activity of the platform is also a key factor in the long-term operation of Telegram. Telegram has its own unique strategy in improving user activity and community participation.

3.1 Improve user activity strategies: improve user experience

Telegram's user activity improvement strategy is mainly to improve user experience and let users use it more conveniently and efficiently. Telegram has developed many features to improve user experience, such as quick search, rich emojis, bots, etc. These features can improve user experience and let users stay in Telegram for a longer time. For example:

Quick search. Telegram allows users to use keywords to search for any group, channel or bot. This feature can help users quickly find the content they want and improve user experience.

Rich emojis. Telegram's emoji system is very rich, and users can use more emojis and stickers to express their emotions, which enriches the user's communication experience.

Bots. Telegram supports bots, which can automate some work and provide users with more convenient and efficient services. For example, users can use bots to send messages, send reminders, or even play games.

3.2 Improve user activity strategies: let users become "content creators"

Telegram not only provides users with convenient and efficient services, but also encourages users to become "content creators" and actively participate in the community. Telegram believes that only when every user can participate in the creation of content can the community become more vibrant and active. Therefore, Telegram has launched many functions to encourage users to share, such as rewarding users for sharing, setting up special channels for sharing, etc. These functions can encourage users to share more and become more active.

Success case:

Telegram language learning group

Telegram has many groups that are very active and have a high degree of participation, such as a language learning group. This group is a group created by a language enthusiast to share language learning resources and methods. In this group, many users share their learning experiences and methods, and other users can also learn from them. This group has a high degree of participation and has attracted many users to participate. This is because the group administrators and active users in the group are very active in sharing and creating content, which has led to a positive feedback effect and improved the activity of the entire group.

Four, long-term operation: avoid short-term gains

In the long-term operation of Telegram, in addition to focusing on "stable growth", "participation in community building" and "active user strategies", Telegram also avoids short-term gain strategies.

4.1 Avoid short-term gains and build user trust step by step

Telegram has a large number of users, but it does not use some short-term gain strategies to attract users, such as large-scale advertising, free registration, etc., in order to quickly increase the number of users. Telegram believes that in order to maintain long-term development, it must be based on the actual needs of users and gradually accumulate users. Therefore, Telegram has established a series of strategies to gradually attract users and build user trust. For example:

Focus on data security. Telegram attaches great importance to user data security and has developed a series of measures to ensure user data security, such as encryption, anonymity, etc. These measures can protect user privacy and build user trust.

Focus on user experience. Telegram attaches great importance to user experience and has continuously improved its functions to meet the needs of users. For example, quick search, rich emojis, bots, etc. These functions can improve user experience and attract users to stay.

4.2 Focus on user quality and avoid short-term gain growth

Telegram's growth strategy is not based on the number of users, but on the quality of users. Telegram believes that in order to ensure long-term development, it must attract high-quality users, not just pursue the number of users. High-quality users are those who can actively participate in the community, share content, and actively participate in the community. In order to attract high-quality users, Telegram has developed a series of strategies, such as focusing on user experience, improving user participation, rewarding active users, etc.

For example, when a new user registers to use Telegram, Telegram will not immediately push a large number of advertisements or functions to the user, but will gradually guide the user to use Telegram and become a real user. This is different from some social software that immediately pushes a large number of advertisements or functions to the user, which makes the user feel annoyed and does not attract the user to stay. This is a key difference between Telegram and other social software. Telegram focuses on user quality, not the number of users.

Success case:

Telegram encryption communication

Telegram's encryption communication is one of the features that has attracted a large number of high-quality users. Encryption communication can protect user privacy and is suitable for some users with special needs. These users are generally high-quality users who have a high degree of loyalty to the product and can actively participate in the community and share content. In addition, some users who use Telegram encryption communication are also active users of other Telegram functions, which can improve the overall activity of Telegram. This is different from some users attracted by advertisements or free registration, who are often short-term users who use the product for a short time and then leave, and have no loyalty to the product or the community. This is a key difference between Telegram and some social software. Telegram focuses on user quality, not the number of users.

Telegram's long-term operation experience: stable growth, step-by-step development of new users, community building, active participation, and continuous improvement of user activity. These are the core strategies of Telegram's long-term operation. Telegram does not pursue short-term gains or the number of users, but focuses on user quality and community building. Telegram's success is not accidental, but the result of its continuous innovation and improvement. The future Telegram Chinese version will continue to develop in the direction of protecting user privacy, improving user experience, and enriching functions, and bring a more secure, efficient and open social platform to global users.

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