A complete guide to 5 types of fission gameplay for user growth (Part 1)

Fission is of great concern to many partners or bosses in growth positions because it can acquire traffic in a low-cost manner. Previously, I shared "Why did an old-fashioned fission activity bring an increase of 300,000 fans? ”, which breaks down our own official account in detail and shows how to acquire accurate users in batches at zero cost.

At the same time, the underlying thinking model for fission was shared: the four elements of fission.

When you are preparing to do a fission activity, the most important task is to think clearly about four factors: First, motivation: why do users want to participate in this event and what do they want to do. This requires deep positioning insights.

Second, seed users: which users do you want to attract for your first launch, who are they, where are they, and whether you want to cold start from your circle of friends, official accounts, or user groups.

Third, incentive bait: What incentives can pry them into spontaneous participation?

Fourth, logical closed loop: The most important thing is to think clearly whether this fission can form a closed loop. After you stop actively promoting, can users start to move on their own? In other words, can new users become old users and initiate activities again? Do they have strong enough motivation to launch the event and is the operation easy enough? Only in this way can a closed loop be formed and spread out in circles.

If these four points are done well, a fission can basically be triggered. As for the extent of the subsequent fission, it depends on the execution details and luck.

Starting from this model, we will break down some of this year’s more popular fission activities, hoping to help you combine your own business and create a gameplay that suits you.

Gameplay 1: Test type fission

Test type fission, the gameplay is basically similar, throwing out topics that users are interested in, guiding them to participate in the test, and finally obtaining test results about the users themselves. But the important thing is, how to arouse users’ interest? How to form a closed loop?

We did a small interactive activity called "My Life Pyramid" on our official account. On the day the activity was launched, the net increase in fans was 12,000+. Five days after the activity was launched, the net increase in fans was 28,000+. Let's briefly review it here.

Preliminary preparation:

1. Work with the designer to make the poster as simple and clear as possible so that users can grasp the key points at once, thereby stimulating users to share.

2. In terms of copywriting design, 3 questions are prepared to ensure that users will not be unable to proceed due to too many questions. Secondly, at the end of the poster pop-up, a sentence is added: "Share it to your Moments or your friends to see if it's accurate!" to stimulate users to share actively.

3. Find the seed user group. Based on the analysis of some data, we concluded that people who participate in more testing activities are mostly female, and people between the ages of 20 and 45 are more willing to try testing. Therefore, when we were looking for seed user groups, we focused on groups such as mothers and property owners.

Activities in progress:

When the activity first started, the number of fans did not grow very fast. We analyzed that there might be some barriers for users during the user testing process, which caused the users to give up on continuing the test.

Therefore, based on the previous method of allowing users to input text, we used technical means to change the action of users inputting text during the test to an option that allows users to directly click on the test, thereby reducing the user's operating cost. After the change, the fan growth rate increased by nearly 2 times.

Important designs to form a closed loop:

The activity platform is a public account, which guides participants to answer questions within the public account and generates a sharing poster.

NetEase launched a fission test of the "breeding manual" in May this year, which was even banned because it was too popular. Their core logic is:

First, the theme is novel and interesting, and can arouse users' resonance and desire for interaction;

Second, the personalized result copy for each user must be very accurate;

Third, the interaction is simple and the threshold for understanding is low;

Fourth, high-quality and theme-appropriate eye-catching design.

Summary of test-type fission: identify seed users, strengthen the design of "triggers", and conduct self-tests in an endless stream.

Gameplay 2: Public Welfare Fission

In 2017, Tencent Charity launched an H5 called “Children’s Gallery”. In 2018, Qingshunchou launched a mini program called “Care Handbook for Special Children”. Both of these activities were once very popular.

In the fission of public welfare, a core factor is to stimulate the motivation of users. Here we have to talk about an important psychological model, the "altruism effect", which refers to the user's voluntary willingness to make more beneficial behaviors to others out of concern, love, and respect for others.

Therefore, in this type of fission activity, it is necessary to use details to show why the beneficiaries deserve help, and fully emphasize the benefits of user participation to others. For example, in Tencent’s activities, the presentation of paintings had a strong sense of ritual, with sound and interaction added, and the purchaser’s name was prominently displayed. In the Qingsuochou event, a charity ranking list is also listed.

The second element is to lower the threshold and make it easier for users to give favors. In Tencent’s activity, users only need to pay one yuan to purchase a painting, and the one-click sharing button says “Let love spread”, which is very heartwarming text.

Summary of the fission of public welfare: Enhance participation motivation, shape the "altruistic effect", and clickable "public welfare" has been proven to be effective.

Today we have summarized two types of fission activities. Tomorrow we will continue to talk about how to play the subsidized, free, and leveraged fission types respectively.

Author: Growth Research Institute

Source: Growth Research Institute