WeChat Reading’s 7 user invitation mechanisms!

I read books on WeChat Reading quite often. It may be a professional habit, but I often pay attention to the operational actions of WeChat Reading. I found that many operational matters on WeChat Reading point to a user action - "invite". It is almost an invitation-crazy product, which allows users to invite friends under various names.

Therefore, I summarized and organized the 7 types of invitation-based operations that I saw on WeChat Reading.

Invitation to Operations

1. Give One Get One

How to play: Gift a book to a friend, and you will get it permanently after the friend receives it. You have a chance to get all 6 books. Each person is limited to receiving 1 book from a friend each period, and the game is updated every Friday. As it is clearly written in the rules of the game, you can gift a book to a friend, and you will also get the book permanently after the friend receives it.

It gives you a legitimate reason to share - giving books to friends, and it also establishes a good image for you - it is difficult for children who love reading and learning not to share.

The key is that this "give one, get one" sharing is simple, but there is a word that you must pay attention to: "give a book to a friend, and you will get it permanently after receiving it" - that is, your friend must receive it before you can get it, which means that you must ask your friends to go to WeChat Reading to receive it. This achieves the dual purpose of attracting new users and spreading the word.

Compared with the approach of "as long as users share it, no matter if anyone clicks on it or not", WeChat Reading's approach is indeed more advanced, and this approach is used everywhere in WeChat Reading. Almost all operational matters related to invitations are like this.

1. Share to get a co-branded card

How to play: Invite friends to like and you can get an unlimited card; this unlimited card also stipulates that it can only be shared in WeChat groups. Only 1 friend needs to like to get a 2-day unlimited card. There are 6 unlimited cards in each issue.

The rule is that sharing can only be done in WeChat groups. This is a method that WeChat Reading has been exploring recently and is quite commonly used. Why is it being explored recently?

Because before, even if you wanted to share, you could choose to share it to your Moments or with your friends, but now you have no choice.

I don’t know the reason for this change. Are you doing A/B testing? Is it because the like rate of sharing to Moments is much lower than sharing directly to friends? Is it because of some restrictions on fission on WeChat now? Or something else? That's not clear.

It’s still the same, you have to invite a friend to like your post. In the past, most product sharing only cared about whether it was shared or not, regardless of whether anyone clicked on it.

WeChat Reading was like that before, so I took advantage of the loophole and shared it directly to Moments, then chose to make it visible only to myself. In this way, I participated in various WeChat Reading activities and received unlimited cards many times. But it doesn’t work now. Maybe they are just trying to guard against people like me.

1. Recommended this week

How to play: Share unlimited cards. After other users click on the link you shared, you will get unlimited card rewards. This too cannot be shared to Moments, but can only be shared with friends or WeChat groups. I think a big reason may be because of WeChat’s restrictions on fission and sharing. The real reason is unclear.

In the name of weekly book recommendations, you are asked to invite your friends. If the recommendations happen to include the books you want to read, but you don’t have an unlimited card and don’t want to spend money, then isn’t this a very legitimate opportunity to share? Besides, people like me who have had unlimited cards for dozens of days still participate in various activities and accumulate unlimited cards.

And it still requires friends to click on it, so you can't just share it silently. Either share it in a group, hoping that there are many people in the group and someone will actively click on it even if you don't say anything, or share it with a single friend and ask him to click on it.

For WeChat Reading, the first is to attract new users, and the second is to spread the word.

1. Free audiobook sharing

How to play: Share the audiobook with friends. Once the sharing page is clicked by your friends, you will receive the corresponding book audio permanently. It will be updated every Tuesday, and one book will be given away each period. It’s the same routine again. Sharing it is the first step, and someone must click on it, so I won’t say more.

1. Flip it

How to play: There are 6 chances to flip the cards in each issue. The card contents include books, unlimited cards, book coins, etc. The key is that there is a chance to get "lifetime unlimited cards" in each issue; the key is this flip, the first 2 times are free, and the next 4 times you need to invite friends to unlock, and you can only unlock the next 4 flipping opportunities after your friends click on your share.

It’s still the familiar taste, just with a different name.

1. Unlimited Card Draw

How to play: Invite friends to form a team and draw unlimited cards. The team must have 5 people. There is a requirement in the rules that "the team members in each period cannot be exactly the same as in previous periods." What does it mean? It means that you have to find different friends to form a team every time.

And there is also a rule: "Only when there are new users in the team can you draw the Lifetime Unlimited Card. The more new users there are, the higher the probability of winning the grand prize" - this means that if you want to get a Lifetime Unlimited Card, you must attract new users.

1. Reading Team

How to play: 3 people form a team. Team members can earn points by logging in, reading, commenting, and interacting. The total points can be exchanged for rewards such as unlimited cards and book coins.

It still has a familiar taste, inviting friends to join the team. The difference from the unlimited card lottery is that the reading team has added behavioral actions to guide users to comment and interact in WeChat Reading. This is the first time I have seen an activity with behavioral actions. It should be an attempt to explore the operation of reading social networking, rather than just being a reading tool product.

There is also an important premise, such as the last prompt "Login, comment, and interact must be operated in the WeChat Reading APP", which is to guide users to download the APP.

Summarize

After reading the above 7 operating methods, we can clearly understand the intention of WeChat Reading. As mentioned at the beginning, they all point to a user action - "invite", using invitations to force dissemination and attract new users.

From the invitation operation of WeChat Reading, we can learn at least the following three points:

1. Various invitation activities

When we develop the invitation mechanism for our own products, we might as well learn from the various invitation activities of WeChat Reading. I think it can be fully used, especially for knowledge-based paid products.

The invitation mechanism is easy to implement. When we are planning, we find it more difficult to think about the name of the invitation, because it is impossible for it to always be a gimmick.

WeChat Reading has at least 7 gimmicks and 7 types of invitation activities, which are worth learning from.

1. Forced click invitation mechanism

In the past, when we made invitations, we actually paid more attention to "whether the user invited us" and did not pay much attention to whether anyone clicked on the user's invitation. The number of people that could be invited mainly depended on the user's own influence.

As for WeChat Reading, the invitation mechanism it currently uses is almost always forced clicks. Since it is forced clicks, the number of people cannot be too large. Therefore, in various operational matters, most of them only require one friend to click, but there are some that require the participation of multiple friends.

The advantage of forced clicks is that it is clear that any user who truly participates in the event will definitely bring a user to the product, whether it is an old user or a new user. It is more like "fission", but this kind of fission only requires fission of one user.

1. Plenty of reasons to share

No matter what kind of sharing invitation activity it is, if users are not given enough reasons to share or invite friends, it will be difficult for them to actively share and invite.

WeChat Reading has done a good job. Through a variety of activities, it gives users enough reasons to share and invite themselves. In addition, learning and reading can help build a personal image, so it generally has good results.

If you don’t know how to give users enough reasons to share, you can take a look at the social currency theory in the figure below, which may help you gain something.

Author: Operation Bangcui

Source: Operational