App 新版本发布之前,需要准备哪些文案?

App 发布之前,作为文案策划/运营人员,你可能需要准备以下文案。↓↓↓

1、新版特性(What’s new)

产品上架分发是由产品经理执行的,所以有的产品经理会自己完成新版本说明文案,你可以在此基础上进行修改。

有的 App 的文案趋于平淡,比如 Twitter。

▲ Twitter 新版特性说明

有的 App 的文案很有意思,比如夸克浏览器(动效也做得很漂亮)和曾经的百词斩(现在文案风格已经变了)。

某东&Tao宝这一类的电商网站因为有众多活动,所以文案内容大多是活动介绍。

▲ 夸克浏览器&百词斩 新版特性说明

2、宣传图的文案

一般聚焦于重点推广的新功能/页面重大改版,以单张图片或系列海报的形式呈现,应提前向设计师提需求。发版时间需确定到具体某一天,以便结合时间点确定文案&活动噱头(如需要做活动的话)。

▲ QQ音乐 宣传海报

3、App 界面文案

这类文案主要包括更新提示&新功能引导,以弹窗、蒙层、气泡等形式呈现。运营的介入时间可能比你想的要早,在需求评审之后,根据产品原型图& PRD(产品需求文档),你已经可以大概确定需要哪些文案内容了。

正式版本发布之前,会有内部测试版本,你可以根据实际显示情况对文案进行修改。

▲ 天眼查 功能引导

4、各个平台的推广文案

这里的平台包括自媒体平台、社群、朋友圈、产品官网等。

▲ 江南百景图 微博文案

*很多老板会强迫员工发朋友圈,这类公司,建议不考虑。

5、应用商店的预览图(Preview)文案

这类文案大多数时候都不用改,进行重大改版的时候考虑更新。可以上爱应用网站查看各类 App 预览图的历史记录,切换版本号看小改动 & 重大改版两种情况下,预览图的变化情况。

在 App Store 中,预览图会直接展示在搜索结果中,所以当成广告位去运营也不为过。

▲ 高德地图 预览图
▲ App Store 搜索结果展示预览图

需要注意的是,不是所有的改动都要发新版本,发新版本也不一定要做大规模推广。

还需要注意的是,如产品走 International 路线,还需要考虑多语言支持,一般是英文。

根据经验积累,可以考虑形成标准作业程序(SOP),包括和其它部门的同事配合的流程,以指导以后的工作,也方便新人更流畅地参与到团队协作中来。

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