The light social culture has swept the Internet circle. During that time, many social tie-in apps and mini-programs emerged.HE Tuber But at present, are these tie-in products good? The following article is an article compiled and shared by the author about this. Let’s take a look!

At the beginning of 2023, the tie-up culture became popular as the epidemic control was loosened. This light social culture, which became popular from Xiaohongshu, quickly swept across the entire Internet, with a large number of social apps and mini-programs related to hooking up popping up. It’s almost the end of 2023. How are those Internet products that were ambitious in the middle of the year performing at the end of the year?

1. The overall performance of tie-in products is dismal

The author analyzed the top-ranking products related to Tiezi in the APP market and WeChat mini-programs, and made a simple summary. In terms of product types, there are a hodgepodge of rides on the market, online interest rides, dating rides, and activity rides. Most of the platforms are small programs, which generally guide users to communicate within the product or on the APP. There are also direct guides. Add WeChat and call.

The product supports users to send out hookup requests in the form of uploaded posts. There is no specific theme tendency. Generally, there are travel hookups, movie hookups, board game hookups, meal hookups, etc. The post will clearly indicate your time, place and number of people you want to go with. The product form is basically the same. The regular five-piece set in the bottom column is: tie-in needs, updates, releases, news, and mine. The data performance is also dismal, with very few posts and replies. Some products issued press releases for launch in June this year, but after half a year, the data was cleared.

Recently, the relatively active APP Paidou circle has been doing corresponding elevator advertising and marketing, and trying to use virtual currency such as Paidou to do benefit-based social networking. When users send out an event, they can give out pickled beans to participants, or ask participants to pay pickled beans, and pickled beans need to be purchased. This is still a special attempt in the tie-in product circle, but judging from the data performance, it is also unsatisfactory.

The people looking for hookups are usually young people with no ties, and it is normal for them to eventually turn into blind dates and make friends. Although the search keyword was hookup, many of the products that came out were related to dating and making friends. Compared with other tie-in products, one of the characteristics is that what appears on the homepage is not tie-in posts, but photos of various handsome guys and beauties. tie-in is just an accessory product.

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However, this type of product has spawned some female dating categories, including various greeting gifts, video chats and private WeChat messages, which completely defeats the purpose of dating.

There are some tie-up products with clear scope of interest on the mini program. One of the more distinctive ones is Daban, a product with the theme of two-dimensional online tie-ups. It clearly lists online tie-up categories, including learning tie-ups and King of Glory. , Eggman Party, steam and the like. Since only online matching is considered, there is no need to show the timeliness of posting the matching requirements.

This product also very wisely removes the requirement of the number of partners in the post, and allows one-on-one communication between partners, avoiding the embarrassment of no response to the post.

In terms of terminology, the more popular two-dimensional expanded column is also used instead of finding a match. The crowd it attracts is mainly students, and it focuses on online light dating based on interests. The overall product direction is relatively clear, but the disadvantage of removing offline tie-in activities is that the number of users will also decrease, which can be seen from the number of APP downloads.

The offline part is highlighted here separately because the rise of tie-ups has been dominated by offline activities since the beginning. Whether it is meal tie-ins, travel tie-ups, or fishing tie-ups, the emphasis is on the real links between people. , rather than a virtual link across a mobile phone or computer screen. We have had enough of this kind of virtual link during the three years of the epidemic.

Our genes can't stand it, because of the virtual link, the information that others can see is transmitted by you and is only a part of you. No one can see you completely through your phone/computer.

The desire to be seen is the fundamental need of everyone. This is also the concept that senior psychologist Wu Zhihong has been calling for. Three years of epidemic isolation have made this need appear in the form of tie-ins.

Among a series of tie-in products, some products will emphasize offline activities, such as date rides. The categories are mainly outdoor sports, beer tie-ups, and indoor entertainment. WeChat groups and operations officers related to tie-ups have also been organized. However, the data performance Not satisfactory either.