The number of followers increased by 140,000 in 12 hours. How to carry out the fission screen-sweeping activity?

1. Where does WeChat traffic come from?

WeChat appeared as early as 2011. Now Feiliao, Huyou and Duoshan are all imitating the social form of WeChat. Judging from the communication data, WeChat is undoubtedly the top traffic social app.

At present, users in the WeChat ecosystem have three main characteristics:

First, the user relationship chain is vertically dense. Most users can benchmark themselves through user label portraits, such as mothers, parents of students, and new media practitioners.

The second is the KOL node effect. Everyone has an opinion leader who is “knowledgeable” around them. They can be industry academic experts, infant and toddler education experts, and even KOCs (key customer leaders) may become mainstream in the future.

Third, the progress of “Internetization” of various vertical industries/groups is different. The several commonly used fission methods nowadays are mostly trends started by black and gray industries and micro-businesses, or even what they have left over.

The personal account posts course posters every day, which is the same as the WeChat business posting N Moments a day, except that the WeChat business may post more frequently.

The different progress is also related to the positioning. For example, Kuaishou is positioned as a short video social platform for recording life, and Douyin is positioned as a creative video community focusing on young people. The progress of the two is naturally different.

When doing social communication, you need to understand a basic question - where does WeChat traffic come from?

This question is the key to WeChat marketing and is also the core issue for effectively promoting user growth.

In the WeChat ecosystem, the ways to obtain traffic are very clear: personal accounts, communities, public accounts, and mini-programs .

Personal accounts have the highest conversion rate for small-scale traffic . When a personal account with 5,000 followers posts a message on WeChat Moments, its own private traffic is enough for tens of thousands of people to receive the message.

In March this year, after the WeChat version 7.0 was updated, the “Take a look” function was taken seriously by WeChat. The original like is changed to "Reading", and when the user clicks "Reading", the dynamics will be synchronized to "Take a look".

In addition, the conversion rate of personal accounts is higher than the other three points. If you have any doubts about this, you can check out the WeChat business circle of friends. As long as you don’t block them, your circle of friends will be flooded with products.

The product is highly exposed when it is swiped across the screen, and even if users do not buy it, it is likely to leave a memory of it.

WeChat communities seize the herd mentality of users, split in "decentralization", and improve conversion rates.

The book "The Crowd", which studies mass psychology, mentions that when an individual is in an independent individual state, he or she will have distinct personality traits. Once he or she integrates into a group, he or she will be influenced by the people around him or her and it will be difficult to maintain independent thinking.

That is to say, after entering the community, the user's emotions are assimilated and his IQ is lowered. When he sees someone sending a message "received", he will unconsciously reply "received".

The most important thing about WeChat communities is to guide users’ emotions and make them want to “follow the trend”.

WeChat public accounts are mainly divided into subscription accounts and service accounts . The public accounts that appear in the "Subscription Account Messages" column are subscription accounts, which can be updated every day.

The service account can send 4 group messages per month. It mainly uses decentralized fission to redistribute traffic and direct it to the official account.

Mini programs are the traffic pool of the WeChat ecosystem, with low customer acquisition costs. There are many entrances to mini programs. The WeChat pull-down mini program page basically occupies the entire screen, and is divided into "My Mini Programs" and "Recently Used Mini Programs" at the top and bottom.

Moreover, the mini program can appear in any form. For example, users can jump to the mini program from a link shared within a group, or enter from a small icon in the corner of a page, and the user error touch rate is extremely high.

Many people who are working on user growth will be confused. WeChat has a large amount of traffic, but there are very few seed users to find. It is difficult to retain users attracted in the early stage, and the interaction decreases after fission growth. This is actually a common concern of all operations workers.

2. How to choose the delivery path on WeChat platform

Some people believe that user growth is a problem in the field of probability, and even if new users are attracted, it is difficult to activate them.

However, after doing it for a long time, I found that there are some techniques and routines for user growth. These routines may not be suitable for all activities, but they also provide opportunities to increase followers.

(1) Channel quality (accuracy) + content (conversion rate) + price = key to customer acquisition cost

Whether you are organizing an event or running an advertisement, you need to choose the delivery channel carefully. There is a rule for advertising: the more precise the channel, the higher the conversion rate.

There are two ways to place ads: find a media agency to do the work for you, or find someone to negotiate the price.

So where can we find the channel? You can use tools such as Xinbang, Xigua Data, WeChat Search, etc., or use the circle of friends of paying users as the main battlefield for promotion.

But after finding the channel, how do you decide where to place it? You need to judge whether the data provided by the channel is true or false. In order to ensure good-looking data, many platforms will "cheat" by using machine or manual brushing.

Machine brushing mainly utilizes a tool called "micro-automated big data marketing system" and is completed by the cooperation of dozens of mobile phones and multiple computers. This kind of "brushing orders" tool can complete hundreds or thousands of readings in just a few minutes.

Most of the people who brush the data are wool-gathering teams who manipulate the data secretly, preparing small accounts to click on article links or share them on WeChat Moments. The general market price is 0.2 yuan per reading.

(2) To evaluate the commercial value of a channel, it is necessary to compare the number of fans, average reading volume, and opening rate

The data provided by some third-party platforms are only estimated based on algorithms and cannot be guaranteed to be true. Some even take screenshots of the number of fans to falsify the data and affect others’ judgment.

Therefore, you should also pay attention to comparing historical data and check the changing curve of the article reading volume in 7 days. If the data suddenly changes drastically in a short period of time, or the number of readings soars in the early morning, it is very likely that the channel is inflating the data.

(3) There is no one-size-fits-all approach to writing soft copy. Only by continuously iterating AB tests can you find the best one.

Soft article creation is considered a field of content operation. In addition to the title and content, we should also pay attention to "succession".

Undertaking is the lifeline. If an activity requires adding a personal WeChat account to enter, then you need to be careful not to divert all users to one account, otherwise it is easy to add people too quickly and there is a risk of getting the account blocked.

For example, one live code can be equipped with three WeChat accounts, and each account can be set to passively add 200 people, so the three accounts can handle 600 people. By dispersing the traffic, the probability of getting blocked will be lower.

(4) Data feedback, hypothesis proposal and iterative optimization

Data analysis should be put at the end of the summary. The correct approach is to constantly propose hypotheses, continuously evaluate, and find the best option.

For example, why is the effect of the same soft article released in different channels 10 times different? Is it a problem of the crowd? When analyzing the content of soft articles, you need to calculate the opening rate of the official account and whether the reading volume is affected by the title or push time?

If the user churn rate is high, you need to review and optimize the way to increase followers to avoid falling into the same trap again.

3. 9 types of fission

Many people talk about user growth, but in reality they don’t take the time to understand user psychology. To increase user growth, all you need is to make users loyal to you. So how do users get it?

Seed users can obtain them for free from WeChat search, communities, Zhihu, Weibo, Tieba, Alibaba and other channels. However, this method provides a relatively single path to acquisition and the number of users mined is limited. In addition, you can also use fission growth to acquire users.

(1) Group fission

Group fission is a way to quickly increase the number of followers for a community through sharing posters and scripts and conducting in-group review. Wang Shiwei has practiced a single social group fission to add 80,000 new users. He gave an example of a "New Semester Calligraphy Practice" activity. The specific process is as follows:

Confirm the fission bait, and post the poster on WeChat Moments

→Select your child's grade to enroll

→Users scan the QR code to enter the exclusive WeChat group

→After entering the group, the robot automatically @s the user and explains the forwarding rules

→Users forward screenshots as required, and robots review them

→Review successful, the robot automatically replies

→ Prompt to forward, otherwise move to the group

→Rewards within the group

Generally, group fission follows the above process. Some publicity channels are different, but in the end it will still follow the routine.

What if the speed of attracting people is slow in the later stages of the event? Growth is slower because the bait is not attractive.

The activity cycles of some groups are too frequent, but the bait they use as guides is less attractive to users and they cannot "take the bait".

Therefore, we need to shorten the activity cycle and control the welfare within a certain range. Another situation is that the rewards are too difficult to obtain and users lose interest in the activity. This requires lowering the winning threshold and amplifying the value of the bait.

However, group fission has a fatal problem: the life cycle of a general community is very short. If the group owner spends a lot of energy creating interactions within the group, some members will block the group.

Some marginal users are not active in interacting after joining the group, and may feel annoyed if there are too many messages in the group. Therefore, in the later stage of community maintenance, you need to pay attention to not distributing benefits too frequently to reduce user pressure.

(2) Service account fission

Service account fission is a way to quickly increase the number of followers for a public account through poster sharing and help from friends. This fission method also requires the bait to be large enough. Regardless of whether you can successfully guide your friends to follow, people who have not completed the task will help the account reduce its customer acquisition costs.

Users will enter the service account from the QR code on the poster. After following it, the requirements for participating in the event will automatically pop up, and an exclusive poster will be generated to guide users to invite more friends to follow it.

After friends follow, the platform will update and feedback information at any time. Once the user invites enough friends, he or she can receive the reward.

Wang Shiwei had previously operated a service account fission that added 70,000 new users in a single service account fission.

(3) Personal account fission

Personal account fission is an operational activity to quickly increase the number of friends of a personal account through sharing posters and words, coupled with personal account review.

This fission method requires users to add a personal account, and the personal account will automatically reply to tell the user to forward the text + poster to the circle of friends (or group). The screenshot is then sent back to the personal account, and after the personal account reviews the screenshot and approves it, the corresponding reward will be sent (or an invitation to join the group).

Similar to the above two methods, the value of the bait shared by Youdao users must be proportional to the tasks that users are required to complete, so that the number of followers for personal accounts can be quickly increased through poster and script sharing.

A while ago, WeChat banned personal accounts, and "Focus Interview" named the WeChat "account-raising" black industry, which put personal accounts at the center of public attention. So how can you avoid having your account blocked?

Personal accounts must be as similar to real people as possible to reduce the risk of being blocked. This requires that the personal account has a personality and positioning. It is best to limit the number of Moments sent to 3-4 per day and avoid flooding the screen with messages. Only by reducing the possibility of disturbing users can you reduce the chance of being blocked.

(4) Distribution fission

The process of distribution fission is:

Users scan the code to participate in the event - Seed users or KOLs distribute and make money - Share in Moments to attract more people in the circle to buy

After purchasing, users can invite more friends to participate by sharing, and transfer back the principal to enjoy discounts.

A relatively successful example of distribution fission is NetEase’s Xijing Operation Course, which gained 140,000 users within 12 hours of its launch.

(5) Check-in fission

In May 2019, WeChat issued the "Announcement on the Handling of Inducement to Share Moments Check-ins", emphasizing severe punishment for inducing sharing. Among them, check-in sharing activities such as Fluent English, Rocket Words, and Mint Reading were mentioned.

In the previous article "The Post-Fission Era: Mainstream Marketing Methods and Future Trends", we explained our views on this matter. WeChat fission will still exist, but user experience and value should be put first.

(6) Mini Program fission

The main reason for using mini programs to attract traffic is that they have many entrances and a high rate of false touches. Some mini programs have obvious guidance for attention. After users open them, the drainage entrance is triggered, and then they enter the official account to receive a QR code, which guides them to recognize the QR code and follow.

(7) Red Envelope Fission

A while ago, there was a scam called "Celebrate the launch of 5G and share a 100-yuan red envelope". The link disguised itself as an unread voice message, and when clicked, it would jump to the red envelope page.

If users want to receive red envelopes, they need to share the link to two large groups with more than 50 people. But in fact, this marketing link has nothing to do with Huawei officially. It just spreads false information through red envelope fission.

(8) Test H5

Tests satisfy users' curiosity and vanity. NetEase Dada has released many popular city H5s, including "Test Who You Are in Ode to Joy" and "Test Your Philosophical Temperament".

In addition to the H5 produced by NetEase, there are actually a lot of test-type H5s on the market. This type of H5 has a unified page template. You only need to fill in different topics, questions and result texts to batch produce multiple categories of test H5.

(9) Beautiful articles and videos

Beautiful article videos are parents' favorite, and appreciation of beautiful articles on health and emotions is generally more common among family groups.

It is possible that WeChat will continue to use fission growth in the future, but user growth does not rely solely on fission sharing.

Although content growth is difficult, the risk is relatively low; using tools to increase followers is more effective, but you need to pay attention to the limits. There are many useful growth tools like wetool, Baojuice, and Yidian. The era of fission growth has just begun.

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3. APP promotion and operation: How to maximize the effectiveness of your activities?

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7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

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Author: Wang Shiwei

Source: NetEase H5