How do apps such as "Exploration" do it by increasing the amount of short messages?

In the Internet age, communication between people has become particularly convenient, but people's loneliness has not disappeared. Many social apps have seized this demand and tried to share a piece of the mobile market, such as "Mo Mo", "Exploration" and "Hug". In addition to investing a lot in advertisements, this kind of app also cleverly increased the download volume for itself through SMS. How did they do it?

Let's first take a look at how to edit the group SMS received on the mobile phone:

Hello, XX, one of your mobile phone contacts set you as a "special attention object" on [XXX app]]. Because you didn't use the so-and-so app, your contact sent a SMS notification. If you also like Ta, then the pairing is successful. For details, please refer to an app (the download address of the app is attached here).

Many users can't help but download the app to have a look after seeing similar text messages. Why can a simple text message help the app increase the download volume? This is because users are affected by loss aversion.

Avoid losses: it means that people's pain when they get losses is far greater than their happiness when they get gains! Psychologists call this potential psychological state that is more sensitive to loss loss loss avoidance.

What is the psychological dynamic of users before and after seeing short messages? We can borrow Holmes's "basic deduction" to try to restore it:

1.？ Before I saw the text message. The user may be single and will not feel uncomfortable because of being single. I was watching a drama or playing games happily by myself, and then I suddenly received a group message.

2.？ When you see the text message. I think there is another person who cares about me silently. If I miss this person like this, it's not my own loss.

So in order to avoid this loss, users will feel that it is better to download this app.

In the process of restoring the psychological dynamics before and after reading short messages, we can find that people are particularly sensitive to loss. Although it is only a hypothetical gain, it will make people afraid of losing it now. This is precisely the psychology of avoiding losses at work.

Answer: Cai, I have sincerity and routines, and pay attention to WeChat official account marketing flights.