Tipos de loops para adquirir usuarios

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What are acquisition loops and how do they differ from marketing funnels?

Acquisition loops are a crucial tool for understanding how companies can efficiently attract and retain users. Unlike marketing funnels, where the approach is linear and often ends in a purchase or conversion action, acquisition loops create a continuous cycle that allows for exponential growth. These can be categorized primarily into three types: viral, content and paid. Through tangible examples, we can understand how this concept is integrated into the daily operation of platforms and services that we use constantly.

Why are viral loops popular?

Viral loops rely primarily on network effects that enable sustained growth through interaction and connection between users. The more users in the network, the greater the value of the platform. Some characteristics of viral loops include:

Connections between users: As in WhatsApp, the utility of the service increases as you invite friends to the platform.
Invitations and expansion: In social networks such as LinkedIn or Facebook, when you sign up, you usually invite others to join the network.
Exponential growth: As users join and add more people, a multiplying cycle is generated where more participants involve new members.

How do content loops work?

Content loops are driven by both the business and the users, and focus on the production and distribution of valuable information. Adopting effective strategies in these types of loops means understanding how content is generated and shared. Some key elements of these loops include:

Creation by the company: The company generates engaging content and functions as the primary driver to engage users.
User-generated content: Users create content, such as reviews, that drives others to participate, creating a multiplier effect of engagement.
Vic example: Vic's strategy to stimulate participation was through a review system, allowing each review to incentivize additional users to engage further with the platform.

What makes paid loops unique?

Paid loops are based on the capital available to the business and often face the challenge of the rising cost of ads due to increased competition. The key elements are:

Capital dependency: The bottleneck is the budget available to invest in advertising.
Digital advertising: Companies invest in platforms such as Facebook or Google to attract traffic.
Cost and inflation: As more companies employ this method, the cost per impression and click increases, making this type of loop less affordable for companies with limited resources.

Understanding these types of loops is crucial for entrepreneurs and marketers who want to make the most of acquisition strategies. The importance of loops lies in their ability to transform passive users into active promoters, always encouraging analysis and the implementation of innovative tactics. Don't stop there! Continue exploring real-life examples to see how the companies you use most apply these loops to grow and dominate their respective markets.

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Ranse Rivas