CPs are all familiar with the nine-square grid on Weibo ! It's strange to say, there is a wave of CPs that criticize the nine-square grid in various ways, saying that the conversion rate of the nine-square grid is very poor, etc., but another wave of CPs follow the group all year round, saying that the activation cost of the Weibo nine-square grid can be achieved with a few cents, and they are very happy to spend money on the nine-square grid! Is the nine-square grid on Weibo feasible? How did Weibo achieve the nine-square grid with an activation cost of only a few cents? I’m not kidding, I want to have a serious talk with you! What is the Weibo Nine-Grid? Speaking of the Weibo Nine-Grid, some of you may not be very familiar with it: 9 APPs are carefully combined in the form of nine pictures with a wonderful short copy attached. Nowadays, there are many ways to play the Nine-Grid, from big-name reposts to fan messages , and some even add Weibo Application Center BANNER display positions. The copywriting also contains various jokes, all to prevent users from getting aesthetic fatigue. As for the price, it varies depending on the cooperation method and cycle. In the Jiugongge team, you can always see some social and fun apps on the list all year round. There are even rumors that the activation cost brought by the Jiugongge is as low as a few cents.
For this reason, Dou Got consulted his friends who have been playing the Nine-Grid game for many years and came to an eye-opening conclusion - the cost can indeed be as cheap as a few cents.
The psychological roots of users of Weibo's Nine-square grid
There are so many people who are forming a nine-square grid, where is Dou Ge’s core competitiveness? Because in addition to analyzing the promotion techniques of the Nine-Grid, Dou Ge also carefully analyzed the user psychological roots of the Nine-Grid's popularity. The root of this is the exposure effect (the exposure effect or the mere exposure effect) in marketing psychology , also known as the multiple viewing effect, (simple, pure) exposure effect, (pure) contact effect, etc. It is a psychological phenomenon that means we prefer things that are familiar to us. Social psychology calls this effect the law of familiarity. To put it simply, familiar things make people feel safe and create a preference for selection! The effect of the nine-square grid is actually a disguised form of low-cost (the cost is shared by each CP) product promotion. No matter it is a big forwarding or precise targeting of fans, every time the nine-square grid of various themes appears in the user's information flow , because it is displayed very personalized in the small picture display of the mobile phone, most users will click to view it out of curiosity. If the number of exposures is large enough, users will naturally complete the download. This principle also explains why some couples are crazy about the Nine-square grid. Generally, there are two situations: 1. They have never done it, but they just follow the trend and criticize it. This situation is common among some CPs that have never really done the Nine-Grid. They are led by some voices in the industry that doubt the Nine-Grid to criticize it. Is it meaningful to make comments that have never been done? I won’t comment on this situation. 2. After following it a few times and the conversion rate is not satisfactory, give up! This kind of CP also accounts for a large part. You can always give an evaluation if you have experienced it, right? certainly! However, a big reason why your results are not good is that you have not been doing it long enough and not systematically enough. According to the contact effect mentioned above, a few times of following will not be enough to deeply embed the APP into the minds of users.It is well known that the effect of brand promotion is slow to take effect, which is why CPs nowadays would rather spend money on channels to buy traffic than spend it on brand promotion. However, after a long period of accumulation, the explosive effect is huge and precise, and the retention of users guided by brand promotion will be greatly improved! How can we reduce the activation cost to just a few cents? Let’s get back to the most important part of this article. How can we reduce the activation cost to just a few cents? In my communication with some CPs who have been following the Nine Palaces for a long time, I have come to the following conclusions:1. It is related to the type of APP. Social and e-commerce APPs have been following the trend for a long time. The Weibo Nine-Grid is still based on the overall tone of Weibo users and the style of large-scale selection. In short, the lower the threshold for using the APP, the greater the demand. Overall, the more fun the APP is, the more likely it is to stand out from the Nine-Grid team. Speaking of this, you can actually see that social, e-commerce, and tool apps are indispensable in the team that forms the nine-square grid all year round. 2. Long-term stable exposure is very important Weibo, as a social media platform, cannot directly bring in traffic, so those who come with the goal of downloading from the beginning need to be cautious, as there are too many risks ahead. On the contrary, some apps that have received A round of financing can always benefit greatly from the nine-square grid. On the one hand, this is because most of these apps have low barriers to entry. On the other hand, long-term brand exposure can always bring a lot of volume to other channels. Low cost is actually a masterpiece of brand exposure combined with channel promotion . What does CP say The following is what Dou Ge saw on the Internet when a customer posted the photos of himself. I will just post the pictures and not say more: There are many ways to play with the Nine-Grid, which actually utilizes the natural role of exposure effect in advertising. However, too much brand exposure will produce conflicting emotions. When a company or product is relatively new and consumers are unfamiliar with it, exposure is most likely to have a promoting effect, and a download cost of a few cents is not a dream.
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