Driving User Acquisition, Engagement, and Retention for the Tencent Video App

As a Growth Product Manager Intern at Tencent Video, I led a team of 20 people to drive user acquisition, engagement, and retention for Tencent Video app. Through competitive analysis and data analysis, I identified and optimized growth strategies including In-Feed Ads, In-App Ads, and Push Notifications, collaborated with cross-functional teams, and measured the success of growth initiatives.

The Problem & Growth Goal

Significant changes in the short-form video industry and the film and television industry have brought persistent growth pressure on Tencent Video's daily active users (DAU) and effective viewing time. My manager had already let me know our team’s goal to contribute a growth of 7.5 million DAU in 2021, but what’s next? Here was how I broke down the problem and our goal:

User Stories

By creating user stories and applying specific growth strategies tailored to each user group, I was able to gain a deeper understanding of our users’ motivations, behaviors, and pain points, thus informing user-centered strategies to improve user retention in more effective ways.

Metrics and Success Criteria

Setting and monitoring growth metrics helped me identify areas of the product that need improvements, thus managing our team’s priorities accordingly. Growth metrics ensure a common language among team members so that we could work together towards achieving the same objectives.

• User acquisition:
       Daily New Users
       Growth in DAU
       Return on Investment (ROI)
• User engagement:
       New user retention rate
       Returning user retention rate
       Growth in DAU
• User retention:
       Click-Through Rate (CTR)
       Growth in DAU

Outcomes

• Launched an award-winning user growth activity that involves 7 million participants and boosts CTR to 0.65
• Increased peak DAU by 10 million and ROI to 0.6, surpassing goals by 20%

Skills Involved

Data Analysis, A/B Testing, Project Management, Product Management, Competitive Analysis, Market Research, Product Road Mapping, Team Collaboration