User growth fission method!

“Create 50 communities in 48 hours at zero cost”

"Details of how to increase 30,000 followers in one day"

“What is it like to gain 8k followers at zero cost?”

…

As an operator, you must have seen such article titles and even operated such growth cases, but have you noticed that all fission activities are the same routine:

Attractive prizes: Whether it is free lessons or red envelopes for attracting new users, you can get this prize without much effort.

Fission poster: a super large title, listing your pain points, giving solutions below, and then telling you about the limited time special offer, scan the code immediately to join.

Complete closed loop: Every link you participate in is carefully designed, but changing the gameplay and paths ultimately leads to the same destination - personal WeChat/community.

Add to that the seed users before the event starts, and a complete fission growth routine appears before our eyes: prizes + posters + complete closed loop + seed users = fission. As long as you understand this formula, everyone can do fission growth activities.

Fission gameplay

Maybe you think, I understand the routines, but can you be more practical? How do I play the fission activity? In response to this problem, I have summarized 10 common fission marketing methods for your reference.

1. New User Rewards

This is the simplest and most brutal way to play. Do you remember the activity of Alipay inviting new users to get red envelopes?

As long as you invite a new user to register, you can get a 2 yuan red envelope. If the new user uses Alipay to make a purchase, you can get another 3 yuan red envelope. If the new user uses Alipay to make purchases 5 times within a month, you can get a 15 yuan red envelope. (Simply give an example, I forgot the specific amount of the activity

2. Fission Red Packet

After a user completes a consumption behavior, he or she can receive a red envelope and share it with friends. The red envelope received by friends can be used to offset cash. For specific activity forms, please refer to Meituan Takeout.

3. Check-in fission

This type of poster is mainly used in paid knowledge products. As long as you sign in, an exclusive poster will be generated. Sharing it to your circle of friends can not only show your positive and studious image, but also allow users to receive rewards, usually membership cards/points, after their friends scan the QR code on the poster to register.

4. Group buying fission

The group leader starts a group and makes payments. After sharing it on WeChat, friends can join the group. If the group is successful, the merchant will ship the goods. If the group fails, the payment will be returned to the group leader's payment wallet. For specific activity forms, please refer to Pinduoduo.

5. Article fission

This type of fission mainly means that after reading part of the article, you need to follow or forward it to your friends in order to continue reading. The specific activity form can be seen in the Weibo headlines.

6. Assisting fission

You can get more benefits through the help of friends, such as inviting friends to help increase your chances of winning a lottery for free, inviting friends to water plants to get fruits, etc.

7. Crowdfunding fission

With the help of external forms of welfare, self-propagation generated by emotional identification among friends is relatively rare. For details, please refer to offline activities of this kind of crowdfunding.

8. Distribution fission

Utilize the secondary compounding mechanism of direct sales and use material incentives to achieve fission, such as allowing users to become sales agents. However, the simplest way of this fission is the WeChat fission poster.

9. Task fission

When a user completes a task, he or she will receive a card. After collecting several cards, he or she will receive certain rewards. For details, please refer to the Alipay Five Blessings interaction.

10. Poster fission

Poster fission is what we often see in the circle of friends, pain point copywriting + solution + guidance to add friends. (The fission activity path can be found in the figure below) The above are our common fission gameplays, but don’t be limited by the above content.

First of all, the fission method is definitely not limited to official accounts and Moments; secondly, all fission methods can be optimized and reorganized to create new methods; finally, fission is more of a growth method that combines products and operations, which requires the cooperation of multiple people and everyone can brainstorm.

How to Play Fission Marketing Well

In the above, we said that the methods of attracting new users through fission are prizes, posters, a complete closed loop, and seed users. So how can we work hard on these four points to make our fission marketing more effective?

1. Choose the right seed users

The quality of seed users determines the number of participants in the fission activity, so we must select highly active, loyal, and responsive users in order to drive the entire activity.

2. Choose the right distribution channel

The event delivery channel must be a place where seed users can be reached and where there are target users. If your seed users are all active on WeChat, but you want to do this event on Douyin, some seed users will inevitably be lost.

3. Profit-driven

No benefit, no fission. Only good creative content, interactive scenarios, and interesting gameplay can form the bait for fission. Of course, if you are willing to give back the advertising budget to seed users and new users, so that they can form good sharing habits, fission will have a powerful conversion effect.

4. Social Currency

In addition to profit-driven factors, social currency is also one of the important factors that determine the fission effect. The purpose of social interaction is communication, so when inviting users to share content, it is important to provide social currency. If a piece of content can spark a wave of discussion in the circle of friends, whether it is related to the product or not, it can provide good exposure for your brand.

The above is all about growth fission, but reading countless methodologies is not as effective as one actual operation, so start planning your fission activities from now on. You will definitely encounter many pitfalls in the first few times you organize an event. Don’t worry, constantly review and optimize the details for each event, and eventually you will be able to create a screen-sweeping fission event.

Author: Operation is a pit

Source: Operation is a pit (ID: gh_269a120e69c3)