Soul has been online since 2016. With its main soul social concept, it has quickly captured young user groups and helped them find another confidant in every lonely city. This article will analyze SOUL from the core functions of the product and the user process, and mine the essence of social networking.
1. Product overview
Soul is a matching dating app that focuses on "making friends with the soul and weakening the appearance". The product aggregates a variety of test modes, from elementary to advanced, from fun tests to personality tests. And based on the tested user attribute data, user matching between similar souls is completed.
When chatting and communicating, users can see the match between the two parties, so as to use the attribute of "soul" to promote social interaction country email list between strangers, and to recharge the product through SOUL coins to optimize the experience, city card, accelerator card, super star privileges etc. to achieve business goals.
2. Product positioning
1) Weak face value, use data to match users with similar "souls" together, promote social interaction between them, so as to generate resonance to establish an empathetic relationship and solve users' loneliness (its essence: to solve the problem of heterosexual users. The social needs between people, corresponding to Maslow's needs theory is the need for belonging and love).
2) Strong privacy and algorithm push to solve the needs of users to express their true self and express their emotions at will.
3. User group analysis
The main population of SOUL is distributed in a series of first- and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu. These cities cover a large number of young single post-90s groups and social "workers", which fully meet SOUL's product target users who need to eliminate loneliness and lack of Socially bound young group sharing life.
The age groups are mainly 20-29 years old; 30-39 years old, of which the former accounts for 37.5%. People in this age group generally have high social intentions and are willing to meet new friends and the opposite sex to solve their loneliness.
From the perspective of gender distribution, women account for 38.57%; men account for 61.43%. It can be seen that men have stronger social needs than women, and there are some reasons for this, such as: the number of women in today's society is less than that of men , and the male heterosexual social circle of this age group is smaller, they want to know more about the opposite sex, and its essence is to achieve a certain emotional relationship with the opposite sex.