Aiming at "rich and idle people", 2 social apps earn millions of
Sometimes, products targeting niche audiences may gain HE Tuber unexpected market space, such as the two products analyzed in this article, Clapper and mee5. Specifically, why can these two products achieve revenue growth? Let’s take a look at the analysis and dismantling of this article.
Sometimes, the same model becomes the same if you change a group of people.
At the beginning of this year, TikTok encountered a ban in the United States, and the subsequent reaction was a surge in downloads of multiple TikTok alternatives. Naturally, these apps did not stay on the list for too long, but the editorial department recently discovered that Clapper, which briefly hit the list at the beginning of the year due to its popularity as a "TikTok alternative", has been unable to make any money on the download list, but its revenue is growing rapidly. remained stable.
At the beginning of this year, TikTok encountered a ban in the United States, and the subsequent reaction was a surge in downloads of multiple TikTok alternatives. Naturally, these apps did not stay on the list for too long, but the editorial department recently discovered that Clapper, which briefly hit the list at the beginning of the year due to its popularity as a "TikTok alternative", has been unable to make any money on the download list, but its revenue is growing rapidly. remained stable.
Clapper App Page
According to Diandian data, Clapper downloads surged in March 2023, and dual-end in-app purchase revenue that month increased from less than $850,000 in February to $1.3 million. Now more than half a year has passed, and Clapper's monthly income has remained above $1.1 million.
According to Diandian data, Clapper downloads surged in March 2023, and dual-end in-app purchase revenue that month increased from less than $850,000 in February to $1.3 million. Now more than half a year has passed, and Clapper's monthly income has remained above $1.1 million.
Changes in Clapper’s double-ended monthly turnover | Source: Diandian Data
Clapper has a small number of users, but has a strong willingness to consume.
Although the surge in downloads in March was due to TikTok's popularity, it is completely different from TikTok's positioning. Clapper is mainly targeted at Generations X and Y, that is, users aged approximately 40+.
Similar to TikTok, Clapper also uses short videos and live broadcasts as its main content forms, and its monetization mainly relies on content rewards.
Clapper has a small number of users, but has a strong willingness to consume.
Although the surge in downloads in March was due to TikTok's popularity, it is completely different from TikTok's positioning. Clapper is mainly targeted at Generations X and Y, that is, users aged approximately 40+.
Similar to TikTok, Clapper also uses short videos and live broadcasts as its main content forms, and its monetization mainly relies on content rewards.
In addition, the anchor can also hang a shopping cart in the live broadcast room, but the anchor usually does not live broadcast to bring goods, but allows users to place orders. There is no shopping entrance on the Clapper homepage. Users can only open the creator's homepage or go to the Product orders can only be placed in the live broadcast room. The author has not yet observed the monetization of advertising.
Shopping cart in creator’s live broadcast room
But this time I am writing about Clapper again. Compared with 8 months ago, although the commercialization path is still focused on IAP, bringing goods to Buddha-style, and not advertising for monetization, it has stable revenue and steadily rising RPD (revenue per download). ) has verified the feasibility of the short video community business model for generations X and Y.
But this time I am writing about Clapper again. Compared with 8 months ago, although the commercialization path is still focused on IAP, bringing goods to Buddha-style, and not advertising for monetization, it has stable revenue and steadily rising RPD (revenue per download). ) has verified the feasibility of the short video community business model for generations X and Y.
Clapper’s water flow since launch | Source:
For more background on Clapper, readers can refer to the March article "Overseas users began to look for alternatives to TikTok, and the short video app made by Chinese entrepreneurs rushed to No. 4 on the overall list." This time, we want to focus on the group of 40+ people identified by Clapper.
According to Diandian data, except for the rapid growth in downloads in March 2023, Clapper's average daily downloads on both ends do not exceed 4,000. Since the App was launched, the cumulative downloads worldwide have been less than 5 million.
For more background on Clapper, readers can refer to the March article "Overseas users began to look for alternatives to TikTok, and the short video app made by Chinese entrepreneurs rushed to No. 4 on the overall list." This time, we want to focus on the group of 40+ people identified by Clapper.
According to Diandian data, except for the rapid growth in downloads in March 2023, Clapper's average daily downloads on both ends do not exceed 4,000. Since the App was launched, the cumulative downloads worldwide have been less than 5 million.
Clapper’s daily downloads since its launch | Source: Diandian Data
After excluding the "loss" of downloading to real users, you will find that the total number of Clapper users is not large, and the user growth is not fast.
The vast majority of Clapper's users are in the US. Diandian data shows that after March, Clapper's monthly active users in the US can basically remain above 600,000. Let's take September's results as an example. Clapper's dual-end monthly active users in the US in September were approximately 660,000 US dollars, and its revenue in the same month was approximately US$920,000. Therefore, its ARPU in September was approximately US$1.4.
Let’s make a crude comparison with TikTok. TikTok’s US revenue in September was US$75.9 million, with 140 million monthly active users. Its ARPU in September was approximately US$0.54, which was nearly 2 times less than Clapper.
It has to be said that although Clapper has average customer acquisition capabilities, users' paying ability/willingness to pay seems to far exceed that of Generation Z and Alpha on TikTok.
People over 40 are rich and have leisure time
The author spent 2 days testing Clapper, turning it on almost every hour.
In two days, I saw:
1. An old woman, who requested songs in the live broadcast room at 12 noon Beijing time, had a midnight snack in the live broadcast room at 4 pm, which is the early morning in the United States, and even miced with an elder brother who was already in bed, and 7 pm in the United States. Early in the morning, sleep in the live broadcast room.
2. Several long-distance truck drivers broadcast live broadcasts. One was refueling the truck and the other was on the road. However, the anchor who initiated the live broadcast did not get out of the car that day. The camera was placed on the driver's seat to record outside the window. People were probably already nearby. The hotel fell asleep.
After excluding the "loss" of downloading to real users, you will find that the total number of Clapper users is not large, and the user growth is not fast.
The vast majority of Clapper's users are in the US. Diandian data shows that after March, Clapper's monthly active users in the US can basically remain above 600,000. Let's take September's results as an example. Clapper's dual-end monthly active users in the US in September were approximately 660,000 US dollars, and its revenue in the same month was approximately US$920,000. Therefore, its ARPU in September was approximately US$1.4.
Let’s make a crude comparison with TikTok. TikTok’s US revenue in September was US$75.9 million, with 140 million monthly active users. Its ARPU in September was approximately US$0.54, which was nearly 2 times less than Clapper.
It has to be said that although Clapper has average customer acquisition capabilities, users' paying ability/willingness to pay seems to far exceed that of Generation Z and Alpha on TikTok.
People over 40 are rich and have leisure time
The author spent 2 days testing Clapper, turning it on almost every hour.
In two days, I saw:
1. An old woman, who requested songs in the live broadcast room at 12 noon Beijing time, had a midnight snack in the live broadcast room at 4 pm, which is the early morning in the United States, and even miced with an elder brother who was already in bed, and 7 pm in the United States. Early in the morning, sleep in the live broadcast room.
2. Several long-distance truck drivers broadcast live broadcasts. One was refueling the truck and the other was on the road. However, the anchor who initiated the live broadcast did not get out of the car that day. The camera was placed on the driver's seat to record outside the window. People were probably already nearby. The hotel fell asleep.
In the live broadcast room, the user level will be displayed on the audience's avatar (see the picture below). Like other apps, the greater the amount of gold coins users tip in the live broadcast room, the higher the level displayed on the avatar. Short video rewards will not affect the level. . At the same time, the accumulated reward amount is only valid for 365 days. In other words, if a user sends a gift worth 1,000 gold coins on Day 1 and his level increases, but does not give any more rewards for the remaining 364 days, then on the 366th day, the user's level in the live broadcast room will be cleared.
Clapper uses different colors to divide audience levels. Different levels have different unlocking rights.
Clapper uses different colors to divide audience levels. Different levels have different unlocking rights.
(For example, avatar borders that show level, exclusive special effects that can be seen by all viewers when entering the live broadcast room)
The author has not charged money, so I don’t know how many gold coins are needed for each level up. However, according to the screenshots taken by netizens, after entering level 30, a reward of more than 500 US dollars is required for each level up (see the figure below for the calculation process). Take the level 35 user who appeared in Lao Nai's live broadcast room as an example. This user may have spent thousands of dollars in Clapper's live broadcast room in the past 365 days.
(Note: The picture on the left shows that upgrading from level 30 to level 31 requires 6,400 gold coins, which accounts for about 1/6 of the entire progress bar. Therefore, it is inferred that a full level of 30-31 requires about 38,000 gold coins, which is about 550 US dollars. According to the level, The higher the level, the more difficult the upgrade is. To upgrade to level 35 as shown on the right, it will cost at least several thousand dollars)
Clapper's X and Y generation users have free movement and flexible time. They have a lot of time to spend in the app, are very sticky and spend a lot of money.
A report released by VisualCapitalist in 2021 shows that Generation X and Baby Boomers (people aged 41-75) in the United States account for almost 70% of social wealth. In comparison, Generation Z, who is considered to dominate the future, accumulates wealth much more slowly than previous generations, and has poor paying ability . This is not only limited by age, but also by the times. In other words, measured as a whole, Generation Z’s wealth accumulation rate as they age is weaker than that of previous generations. Of course, the situation will be different if the implementation of new technologies drives rapid social development.
As for how Clapper attracts Generations X and Y and keeps them sticky? The author believes that Clapper is relatively lucky on the one hand and has seized two growth opportunities. More importantly, its product design is in line with user habits.
Clapper’s daily downloads since its launch | Source: Diandian Data
According to Diandian data, Clapper’s two rapid growth in downloads were in March 2021 and March 2023. The latter time was due to the crisis of TikTok being blocked. Users used Clapper as an alternative to TikTok and quickly flocked to the App.
The two user growth opportunities were accidental, but there is probably an inevitable reason behind the accident, which can reflect some characteristics of Generations X and Y, such as being more concerned and willing to discuss politics. And when Generations X and Y enter Clapper by chance, they will find that this App is also very friendly to them.
According to Diandian data, Clapper’s two rapid growth in downloads were in March 2021 and March 2023. The latter time was due to the crisis of TikTok being blocked. Users used Clapper as an alternative to TikTok and quickly flocked to the App.
The two user growth opportunities were accidental, but there is probably an inevitable reason behind the accident, which can reflect some characteristics of Generations X and Y, such as being more concerned and willing to discuss politics. And when Generations X and Y enter Clapper by chance, they will find that this App is also very friendly to them.
