Deconstructing Pinduoduo’s fission activity method!

On August 29, 2019, Pinduoduo launched the "Receive cash every day and receive payments in seconds" campaign. Seven days later, DAU had increased by 17 million.

1. Basic Information of the Activity

On August 29, 2019, Pinduoduo launched the " Receive cash every day and receive payments in seconds " campaign. After the event was launched, the number of active users and new customers of Pinduoduo APP showed exponential growth. On the seventh day of the event, DAU had increased by 17 million.

Today’s article mainly talks about this activity.

1. What is the activity of "Get cash every day and get the money in seconds"?

The activity of "receive cash every day and have the money deposited into your account in seconds" is essentially a fission activity.

By sharing red envelopes, old users are guided to open the APP and new users are guided to download and log in to the APP. Both the sharer and the shared can receive the red envelopes, and the shared can start sharing the red envelopes as a sharer.

2. How to participate in this event

Any registered user can directly participate in this event. By clicking on their dissemination link, or start activity sharing directly from the APP. The threshold for participating in the event was almost zero, which greatly reduced the difficulty for its subsequent popularity.

How popular is this Pinduoduo event?

According to my own inaccurate survey among my colleagues in the company, more than 15 out of more than 20 people have received invitations to help, and the invitation rate exceeds 75%. Of course, the data is not universal, but it gives us a glimpse of the whole picture.

The event even became a hot topic and there were jokes that could be spread.

This screenshot has been circulated in many groups, and many readers should have seen it. So, you who are reading this article, have you ever bowed to life?

2. Participation process of the event (using iOS as an example, Android is similar)

The first step is to click on the link sent by your friend to help your friend get 50% more

Identify whether Pinduoduo has been downloaded, and guide users who have downloaded it to jump directly to the Pinduoduo APP, and guide users who have not downloaded it to jump to the App Store to download it.

After entering Pinduoduo and logging in, the red envelope page will appear. Click on the red envelope to help your friends.

The two pages are very similar, almost identical. This is a key point, which will be explained in detail later.

After clicking on the red envelope, a message will appear from your friend thanking you for your help, but this is not the point. The point is, you will get a big red envelope (the specific amount is not fixed, but basically it is between 65-90 or 160-190). At the same time, use prominent buttons to strongly guide users to click to withdraw cash immediately.

After that, when the user clicks to withdraw cash, it will show that he can withdraw cash directly if the amount reaches 100 yuan or 200 yuan. At this time, users need to share and invite friends to help, with each friend contributing a little amount until the amount reaches 100 yuan or 200 yuan before they can withdraw the money.

At this point, the entire process is completed, and then the invitee participates in the event and becomes the inviter, and the cycle repeats, forming a fission closed loop.

3. Activity Analysis

1. The steps of the activity are closely linked and the design is ingenious.

Based on my personal experience, the process design of this activity is really ingenious. From inviting people to help, to clicking on help, withdrawing red envelopes, to guiding sharing, the entire process is linked together. Although there are multiple steps, there is almost no loss.

Why?

The first reason is that the reward is straightforward enough.

Pinduoduo's copywriting does not have too much packaging, but directly asks friends to help click, and at the same time reminds in small print that this is cash that everyone can get. Let me tell you directly that this is an official benefit and everyone is eligible. Come and join us.

From the user's perspective, please click to learn about the benefits. It doesn't cost anything. But once you click in, Pinduoduo has 100 ways to keep you playing.

The second reason is that the process is simple enough.

After the user clicks, it will automatically identify whether the Pinduoduo APP has been installed. The installed one will be opened, and the one not installed will be downloaded. The activity process after entering the APP is very similar to grabbing red envelopes on WeChat. Users do not need any learning cost and can just follow their instincts (yes, grabbing red envelopes is an instinct).

The simpler, the more effective. When you have an exciting enough bait, you don't need fancy packaging.

Pinduoduo did not design many complicated operating mechanisms and gameplays. Instead, it used the most straightforward monetary incentives to build a user incentive system for this activity. The user behaviors that are ultimately motivated are to attract new users (primary) and promote activation (secondary), which are also the North Star indicators of this activity.

To put it bluntly, this activity is about red envelope fission, using real money to exchange for the activity of new and old users.

2. Rich details, occupying your mind unconsciously

Pinduoduo’s activity process is carefully designed and simple, but it contains rich details, and these details influence user behavior unconsciously.

Let me give you some examples.

Example 1: The page design imitates WeChat red envelopes, which greatly reduces users’ vigilance and learning costs. Moreover, this detail will be very useful when it is disseminated later. Users feel that they are sending you red envelopes and asking for your help, which immediately removes the psychological barriers to communication. A lot of first- and second-tier users participated in this event. I boldly guess that this has a very important relationship with this.

Example 2: The amount of the red envelope after the support is very worthy of study. Let’s take the 100 yuan range as an example. The red envelopes received after the first contribution are between 65 and 90. It is very close to 100 yuan, which is a relatively attractive amount, and it is very close to the withdrawal threshold of 100 yuan. It’s just like setting KPIs, you should feel like you can reach it if you just jump. Guide users to share to collect the sufficient amount.

Example 3: constant psychological suggestion.

Constantly use the scrolling of information flow to give users crazy hints. The activity is real and valid. XXX has invited X friends and the withdrawal is successful. Go and invite your friends quickly. If you invite X friends, you will definitely succeed.

As for whether the information flow is true or false? I can only say that if you believe it, it is true; if you don’t believe it, it is false.

3. Countdown activities to create a sense of tension.

The event is time-limited. If enough people cannot be invited within 24 hours, the red envelopes will be cleared and you will have to start over.

On the one hand, it creates a sense of tension, and we have to hurry up and attract people, otherwise all the previous invitations will be in vain. On the other hand, the activity rules have been improved to avoid many troubles caused by no time limit.

Moreover, Pinduoduo has set up hourly red envelopes for this activity to remind users to log in every hour to receive them so as to avoid forgetting the activity.

IV. Others

1. What are you most afraid of in this kind of activity?

Of course, it’s the wool party and the black industry.

Of course, Pinduoduo may not be so afraid of the "free-market party" because Pinduoduo's main user group is the "free-market party".

However, we must pay attention to the illegal industry. Otherwise, if you let it go, it will be plundered in minutes. We will not delve into technical issues such as technical interception, data warning, identification of abnormal accounts, etc.

Whether it is rebates or shopping coupons, especially cash subsidies like Pinduoduo, they have always been the focus of the black industry. Spending money feels good for a while, but it will end up in the crematorium. After being targeted by the black industry, the situation was in a mess and the company suffered heavy losses. Therefore, as an operator, have you ever considered the issue of risk control before organizing similar activities, or does your company have the ability to do a good job of risk control?

2. WeChat

This year, the WeChat platform has been very strict in controlling various types of check-in and fission activities. seal up! seal up! seal up! is an ongoing theme.

Just two days before Pinduoduo launched this event, Weishi also launched a similar event. But unfortunately, this activity was banned by WeChat before it could spread on a large scale.

That afternoon, many netizens discovered that when they forwarded the friend invitation link to WeChat, it could not be opened after clicking it. When you open the link for inviting friends through Weishi on WeChat, you will be prompted that "Access to this webpage has been stopped" and it will state that: the webpage contains content that induces sharing, following, and other misleading behaviors, and has been complained by many people. In order to maintain a green Internet environment, access has been stopped.

This is how he treats his brothers, not to mention his treatment of external activities. As long as there is even a slight overstep in behavior, the only result will definitely be being blocked.

How to avoid similar problems? My advice is to choose a mature and successful similar event and follow its example. The rest is up to luck.

Author: T Brother

Source: T Brother