In May, an AI image generation app called Remini suddenly became hugely popular in China!
This app, known as the Remini APP, allows users to open the app, find the "Clay" filter, and upload a picture. After waiting for about 30 seconds, users receive an AI-generated clay-style image where most elements correspond one-to-one.
According to FoxData, the app's ranking began to skyrocket starting April 28th, even reaching the number 1 spot in both category rankings and overall app rankings on May 7th!
After May 9th, the app's popularity did not wane and it continued to remain in the top 10 within its category in China!
Since April 29th, downloads of Remini have surged, reaching 331,800 downloads by May 9th, which is a 300% increase compared to April 28th!
What is Remini？
Remini is an AI photo editing app launched in 2019 by Beijing Dagong Technology Co., Ltd. However, after completing the initial 0-1 cold start phase, it was sold to the Italian company Bending Spoons. As of April 2024, products under this company have achieved 100 million MAU (Monthly Active Users) and 500 million downloads.
It is noteworthy that this is Remini's third surge in popularity. Unlike most photo editing tools that fade quickly, Remini has managed to periodically return to the public eye and go viral again, thanks to the "AI vision" of its creators and operators.
Remini has topped the AppStore in Indonesia multiple times, gaining repeated popularity through TikTok.
Why did Remini go viral again in China this May? Let's explore the reasons together!
Why Did Remini Become a Great Hit in China?
1. Foundation: Product Strength
The fundamental reason behind Remini's repeated surges in popularity, including its recent viral success in China, is its strong product capabilities. It boasts an exceptionally high degree of fidelity in its generated images.
Whether it's the background or the overall vibe, Remini can replicate at least 80% accuracy, and the clay style adds a new layer of charm. For some classic masterpieces, the fidelity is almost 100%.
For example, the album cover of The Beatles' "Abbey Road" maintains the exact clothing colors of each person and the positions and colors of the cars.
Similarly, Nirvana's "Nevermind" cover retains all the text without any errors, and the original text effects are preserved.
2. Momentum: Ample User Base
Remini has a substantial user base in countries like the United States and Indonesia.
As early as 2023, Remini had already gone viral on the internet in the United States, reaching the top of the overall App Store rankings and staying there for several weeks.
In July 2023, its AI photo feature became a favorite among American users, allowing them to upload 8 to 12 photos to generate their own AI portraits.
Shortly after, Remini introduced a feature to predict the appearance of future babies, sparking a frenzy of downloads among Indonesian users and dominating various social media platforms.
Remini has topped the AppStore in Indonesia multiple times, gaining repeated popularity through TikTok.
This time, the clay style initially went viral on Instagram with the hashtag "#Clay", and was then shared by fans of the app on Chinese platforms like Xiaohongshu (RED) and Douyin (TikTok).
Clay picture on Instagram
3. Key Point: Perfect Timing
One crucial aspect is that the app's viral success coincided with a perfect timing.
When the clay style was shared on Chinese platforms like Xiaohongshu and Douyin, it happened to align with the "Labour Day", travel boom in China. Consequently, Chinese users eagerly used this filter to enhance their travel photos.
Clay picture on “RED", “小红书“
It is worth mentioning that despite Remini's viral success, there is still a long way to go, particularly in terms of user retention.
What Can We Learn From Remini?
Social Media Marketing
From the path of Remini's recent viral success in China, it's clear that this surge in popularity is inseparable from user-generated content (UGC) on Instagram, China's TikTok, and RED.
UGC is a crucial component of social media marketing. By leveraging the creativity and enthusiasm of the audience, brands can create authentic and engaging content that resonates with customers.
Whether through social media campaigns, contests, or simply encouraging users to share their experiences, UGC is a powerful tool for building trust, loyalty, and engagement.
Once users spontaneously generate content on social media to promote the app, further
social media marketing by the app operators can yield unexpected results.
Emphasizing User Retention
After attracting a certain amount of traffic, user retention can determine the future development of the app.
Sequoia Capital conducted a study comparing AIGC applications like ChatGPT and Runway with traditional applications like YouTube and Instagram. They found that the average first-month user retention rate for traditional applications is 63%, while for AIGC applications, it is only 42%. In terms of user engagement, the average DAU/MAU for traditional software is 51%, while for AIGC applications, it is only 14%.
The lower user stickiness and engagement in AIGC applications lead to the phenomenon of high popularity not being sustainable, with multiple reasons behind it.
Especially for AI image generation applications, such as "AI expansion," users may initially be curious and interested due to its novelty and entertainment value. However, over time, if the application lacks practicality and long-term value, the novelty will gradually wear off, leading to decreased interest.
Applications, especially AIGC applications, should focus on creating long-term value and addressing user retention issues.
👉Read Effective User Retention Strategies here.
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