100 fissions summarize these 3 user growth rules!

With the "Announcement on the Handling of Inducement to Share Moments Check-ins" issued by the WeChat Security Center, the operators of the WeChat ecosystem must be feeling a headache.

Judging from the general trend, sharing check-ins has been banned, so the next thing to be banned may be induced fission.

In fact, it can be felt that since the second half of 2018, fission has become increasingly difficult to achieve. The operators just changed the posters and prizes, and the game started to fission; users knew they had to join a group to share the posters, delete them within seconds after posting them on their Moments, and leave after getting the benefits.

What are the operators’ countermeasures?

Operators began to raise the review threshold, requiring manual review or using third-party tools to directly review images. Those that fail need to be shared and uploaded again. After experiencing previous loopholes, users’ willingness to share and help has decreased, and the number of people who have left has also increased.

There is nothing wrong with the direction of the countermeasures; it is this direction. But how can we make users' willingness to participate increase proportionally in this direction?

The answer is to identify the actual needs of users and make them eager for the prizes.

Next, I will talk about how to grasp the user’s needs and achieve fission.

1. Product selection is important

Some people think that high-priced products must be liked by many people.

Yes, many people do like it. After all, everyone likes to take advantage!

However, for operators, the cost of acquiring customers for fission of high-priced goods will be very high and not worth it. Secondly, under the inducement of high interests, the user group is too diverse and inaccurate, which will make it very troublesome and complicated to wash fans in the later stage. Therefore, product selection should directly meet user needs. For example, there are office skills courses for working people, operations books for operators, parenting tips for mothers, etc.

If you can make users desire your prizes and remain unshakable in the face of the set sharing tasks, then the probability of successful fission will be greatly increased. However, we ask ourselves, do our products really impress users?

The answer to this question can be seen from the data from "channel delivery volume" to "user code scanning volume". When the conversion rate reaches your standard value or higher, then it is a qualified product selection, otherwise it is not.

(Generally speaking, the conversion rate from reading volume to code scanning volume in our public accounts is about 25% as the standard value, and the specific situation needs to be analyzed specifically.)

In the early stage, you can test on small channels to check the conversion rate of indicators in each link, and then optimize it again. When the data meets the requirements, you can launch it on large channels.

Some people would also say that the courses taught by some famous teachers and big IPs are also very good, and they have their own traffic due to brand endorsement.

Yes, although the courses taught by famous teachers are more expensive, we also have to classify them as products that directly meet the needs.

Why?

Because famous teachers are sometimes also in demand. Famous teachers, to a certain extent, represent quality, professionalism, and the height of the course. Users will feel a sense of security when they pay for it, and what the sense of security solves is the inner anxiety - the current payment for knowledge mostly still causes anxiety.

2. Time is important

Good products and high prices are not necessarily equal. When the time node is right, the product naturally becomes "expensive".

Take the activity I did a few days ago for example – the notes of the top scorer in the high school entrance examination (Baidu Netdisk). How much does it cost – 0 yuan. (Shared by a parent in a WeChat group, I saved it to the network disk)

1. Poster

2. Fan growth data

In five days, my personal account gained more than 900 followers, the community was close to a group of 500 people, and the public account gained nearly 5,000 followers, all at 0 cost. Moreover, the conversion rates in each link are quite good, and the conversion rates are all above the standard values.

Hot-spot fission products are also "pigs on the wind", which can reduce costs and spread faster. Of course, it also has certain requirements for product selection, as follows:

3. Product selection requirements

a. The matching degree with the hotspot should be high

For example:

• On Mother's Day, give away iQiyi membership;
• 520, free iQiyi membership;
• On Children's Day, give away iQiyi membership.

This has nothing to do with hot spots! For such a popular product, the effect will definitely get worse and worse.

Let me give you another example:

• After Zhang Xiaolong's public class, the complete version of the speech and the key notes were sorted out;
• After NetEase Cloud Music contracted the marketing activities of the subway, the operator's review PPT and more marketing cases;
• Before the CET-4 and CET-6 examinations, the teachers of the institution personally compiled the required test questions and predicted test questions from previous years.

If there is a poster like this, would you scan the code?

b. Not easy to obtain directly, no obvious purchase channel/method

For example, on Mother's Day, there may be a fission activity to give mom gifts such as massagers, which users need to collect a certain amount of help to redeem.

However, there is a problem. This kind of product can be purchased directly on Taobao.

For users, although they have a strong desire to obtain massage devices and the like, unfortunately, the purchasing channel of Taobao may cause users to leave and buy directly instead of helping to win prizes.

c. Consider the “image” of the participants

Let’s take a look:

• To support Mother's Day, give your mom a movie membership and watch TV series without ads;
• 5.20 support, give your girlfriend a lipstick to express your love for her;
• With the help of 6.1, you can give your baby children's stationery to help them learn to a higher level.

Does the above sound a bit strange?

We know that their original intentions are good, but such topics are not suitable for fission. Fission needs to be shared and requires the help of friends. However, when sharing such topics, it will invisibly lower the posture of the participants.

On important holidays, when you want to express your feelings through gifts, you can obviously spend money to buy one, wrap it and give it to that important person, but instead you ask for help in the circle of friends and various WeChat groups, and invite friends to help scan it. Such behavior will invisibly undermine the user's positive image and make them violate social norms. If users are embarrassed to participate, their willingness to participate will decrease and they will no longer participate in this activity.

3. Gameplay is important

The most common ways to play on the market now are:

1. Scan the QR code → Official account → Help to succeed → Receive information
2. Scan the code → Official account → Help to succeed → Add personal account → Receive information
3. Scan the code → Official account → Help to succeed → Add personal account → Community → Receive information
4. Scan the code → Official account → Help to succeed → Get information → Compete in the rankings
5. Scan the code → Join the group → Share with friends → Receive information
6. Scan the QR code → Join the group → Share with friends → Follow the official account → Receive information
7. Scan the code → Join the group → Share with friends → Add personal account → Receive information

…

To put it bluntly, it is actually a multi-layer binding between personal accounts, public accounts, and communities.

Next, I would like to focus on these two gameplays: "ranking mechanism" and "adding personal account".

1. Ranking Mechanism

The ranking game can enrich the prizes and allow more people to participate.

How to play:

First set the core prize fission, which is also the original purpose of user participation - to get prizes. For example, if you invite 10 people to help, you can get Book A, and Book A is the core prize of this event. This is the main gameplay, allowing users to participate in activities for this book and invite 10 people to help.

When users participate in the main activity, does the one-to-ten activity end? How can we utilize these seed users to achieve another explosion?

The answer is the ranking mechanism. Allow users to add rewards on top of existing rewards, with different rewards for different rankings, thus starting secondary fission.

It should be noted that the prizes for the main activities must hit the pain points.

Because it is your first door to acquire seed users. Only seed users who are interested in your prize will participate. Secondly, when a user completes the task of the main activity (with the help of 10 people), he will get a ranking. Under the ranking mechanism, it will be easier for him to start a second fission and invite more people to raise his ranking and get more prizes.

Therefore, whether or not one can obtain participation and whether or not one can obtain secondary fission requires the preparation of the main activity prizes.

2. Add a personal account

First, it allows personal accounts to have more friends, paving the way for future promotion and monetization; second, personal accounts can have more rigorous audits (which can be achieved with the XQing tool).

I won’t explain the first one, I can talk about the second one later.

There are now some third-party tools that can make image review intelligent and save a lot of manpower costs. For example, you can let the assistant (personal account) machine review the pictures and then send out prizes to achieve intelligence; you can also embed the code into the official account, and when the user sends the picture for review, use Baidu AI intelligent review to achieve automation.

*Tool background operation

Before organizing an event, you must first think clearly about your goal - whether it is to increase followers of your public account, increase followers of your personal account, or build a community. Different purposes will lead to different user participation paths: if the path is too long, users will be lost; if the path is too short, only a single layer of binding will be done, and there is a fear that the user will not be washed enough. Therefore, we need to evaluate the planning of the event and the subsequent utilization of the value of user fans.

IV. Conclusion

WeChat is cracking down more and more severely, so I still recommend that you take small steps and don’t be greedy.

The days of earning tens of thousands of bonuses a day are gone forever. Now we should speed up and try different combinations of gameplay. Otherwise, users will get bored and you will get bored too. Secondly, pay more attention to the leading players in the industry, emulate them, and then optimize. Finally, and most importantly, we should understand our target users better and not work in isolation.

Whether it is a person or a bait, you must be steady, accurate and ruthless.

Related reading:

1. The “4-word secret” of event operation planning!

2. New media planning and event operation tool library!

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

4. Event promotion and operation: 8 hot-selling creative forms of H5!

5. APP promotion activities: How to plan a screen-sweeping event?

6. How to make a good APP online activity promotion plan?

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...

9. Event operation: 18 pages of secrets for explosive growth!

Author: PanGawe

Source: Dog Blood Brand Building