How to plan a low-cost and efficient fan-increasing activity?

If a WeChat public account wants to quickly increase its followers, the simplest, most direct and effective way is to conduct a high-quality fission follower-increasing activity.

Nowadays, it is really difficult to increase followers by relying solely on content when operating a public account without certain methods and techniques. If you place an advertisement, the cost is high and the risk is great. Even if you invest tens of thousands of dollars, it may not make any splash.

Judging from the current state of the industry, if you want to maximize the effect and efficiency of increasing followers on a public account, you cannot do without a high-quality follower-increasing campaign.

Let's look at some data first:

In February, one of our clients that makes office cloud software saw the number of followers on its public account surge from over 400 to 27,851 through an event, and the whole process took less than a day.

The average cost of acquiring each fan is less than 30 cents, which is incredible in today's operation circle: you should know that the current general cost of acquiring fans is around 3 yuan.

If you understand the underlying logic of this event, you will realize that this is not a coincidence. As long as the right tools are used, increasing followers is an inevitable result. Next, we will analyze this event in depth from the following three aspects:

• Industry status;
• Activity flow;
• The secret to efficient gameplay;

PS: Every word and sentence in this article is a summary after actual operation. It is recommended that partners who are engaged in operations must read to the end.

1. Industry Status

By 2019, the mobile Internet has developed very maturely. Users have no shortage of information. They have endless videos to watch, endless articles to read, and endless activities to participate in... Therefore, it is not easy to capture the user's attention, even for just 10 seconds.

Almost every article in many public accounts is trying to attract more attention from fans by giving out gifts or organizing small activities: some forward articles to friends’ circles to collect likes, some leave messages for prize draws, and some play various H5 mini-games to win prizes... Not only do these activities fail to bring any new attention to the public account itself, but their appeal to fans is also becoming increasingly weak. In the end, the results will only become less and less ideal.

For WeChat operations, it is important to keep in mind a core principle: focusing your efforts on writing one high-quality article is far more valuable than writing 10 mediocre articles; focusing your efforts on doing a hit event is far more contagious than doing 10 boring events. Try to make sure that the first time users remember you, you are at your best.

2. Activity Process

In the past two years, the most commonly used growth and customer acquisition tools on WeChat are [Points Poster], [Task Poster], [Group Fission], and [Distribution Fission]. The fission customer acquisition that everyone often talks about is basically the combination of these tools.

Unlike traditional customer acquisition, fission first emphasizes [sharing], that is, new users must be brought in through sharing invitations from old users, and benefits and creativity are the key to getting users to share; secondly, [post-paid rewards], that is, rewards can only be obtained after completing the task. Merchants can use the funds originally used for advertising to reward users and stimulate users to share more. This not only increases user favorability but also reduces the risk of advertising.

Based on the above two points, fission customer acquisition has become the lowest-cost customer acquisition method so far.

The office cloud software customers introduced at the beginning of the article use the poster fission system. The main process of this function is to invite a specified number of friends to follow, and the system will automatically give gifts. The gifts can be in the form of red envelopes, cards and coupons, Youzan products, physical prizes and virtual prizes, etc. The entire process is automatically completed by the system, and the operation is simple and the effect is obvious. Next, we will break down the specific process of this event and see how this hit event unfolds.

1. Planning activities

The planning of an activity involves three important points: activity rules, activity prizes and activity posters.

①Everyone should have heard of the principle of "Jumping to Pick Peaches" in the activity rules, which means that our goals and tasks cannot be set too high but also not too low. The goal is too high and out of reach. No matter how hard you jump, you can’t reach it. Fans will easily give up participating and a decadent mentality will develop. The goal is too low and within reach. Fans don’t even need to straighten their backs or stand on tiptoe. They will find the event boring and have no motivation to participate.

Therefore, based on the above principles, and according to the activity level of most people's circle of friends and the interaction rate of close friends, it is relatively reasonable to limit the number of invited friends to the event to between 5-10 and use it as the main source of traffic.

② Activity prizes: If the official account is aimed at the general fans and has few industry limitations, then when choosing gifts, you can look for some relatively conventional and practical products to increase fans' enthusiasm for participation.

The poster fission system can achieve tiered rewards. For example, you can get prize A by inviting 8 friends to follow; you can get prize B by inviting 20 friends to follow... Therefore, in order to increase the activity rate of the company's entire system platform, this customer interspersed several gifts related to its own products on the basis of the regular ones.

After costing, the following 8 products were finally selected:

1. One month of Cloud Conversion VIP, you can get it by inviting 1 friend;
2. 300 sets of PPT templates, you can get them by inviting 2 friends;
3. 10 yuan phone recharge card, you can get it by inviting 10 friends;
4. iQIYI VIP monthly card, you can get it by inviting 20 friends;
5. Cartoon data cable, you can get it by inviting 50 friends;
6. 100-yuan Jingdong E-card, you can get it by inviting 100 friends;
7. Xiaomi body fat scale, you can get it by inviting 150 friends;
8. Huawei smart bracelet, you can get it by inviting 300 friends.

③Event posters: As long as the event posters are beautiful and simple, avoid using words that may attract attention, such as “share” and “forward”. Due to privacy issues, I will not post the customer's poster directly. You can check out the following event poster style for reference.

1. Online activities

Under the guidance of colleagues, the customer actually achieved the following points during the online period to ensure the orderly and normal progress of the activities.

At the same time, these points are also very useful for operators:

① Ensure sufficient customer service staff to handle fans' backstage messages in a timely manner;

② If there are fans complaining, try to appease them and don’t anger any fans;

③ Check the prize redemption status in time and add or remove prizes at any time;

④ The number of fans increased by a single activity of the official account per day should be controlled at around 5,000. It is recommended to increase the number steadily and continuously, and avoid increasing the number of fans too quickly or too much in a single activity.

1. End of event

After the event, the customer promptly did the following, which played a crucial role in retaining subsequent customers.

① Within three working days after the end of the event, send a group message to inform fans of the time when the event prizes will be distributed.

②Announce the time of the next event in advance to keep fans paying attention and retain them as much as possible.

③ Make use of the group messaging function to break through the service account's limit of four group messages per month, interact with fans as much as possible, and send group notifications of new products, product coupons, etc. to increase the activity rate of the official account.

3. The secret of efficient gameplay

Why is it that for the same activity, some public accounts can explode in the circle of friends and achieve a very ideal effect of increasing followers, while for other public accounts, once the activity is launched, it is like a stone sinking into the sea and not making any splash at all?

The following are some key points that we have summarized after long-term customer operations and analysis to make the activities more effective. Friends who do WeChat operations must keep in mind:

① The copywriting of the event should not be too crude . For example, words like "free gift" will make fans feel resistant and unwilling to forward it, fearing that their friends in the circle of friends will think they are greedy. But from another perspective, starting from the user's pain points, for example, focusing on words like learning new knowledge, improving cognition, gathering with friends, expressing filial piety, etc., giving fans a better reason, the forwarding rate will be much better.

② When setting event gifts, you should start from the perspective of fans and ask yourself more often: "If I were a fan, would I be willing to forward and share these gifts?" The gifts selected in this way will have a much better communication effect than those selected from your own/company's perspective.

③During the event, don’t try to increase your followers quickly or aggressively. The best state is a steady and long-term one . If too many fans come in at once, it will easily overwhelm the after-sales customer service. If it is not handled in a timely manner, it may even lead to reports from fans and the risk of the account being blocked. It is more reasonable and safe to control the number of followers per day within 5,000.

④ When announcing the activity rules, do not write the activity time too long at the beginning . Just write one day. It is difficult to control the increase in fans after the event is launched. If a lot of fans are gained in a short period of time and all the gifts are redeemed in half a day, the situation will become very embarrassing: either increase the cost and continue the event, or take the event off the shelves early but it will be difficult to explain to the fans. Therefore, it is better to write the activity time shorter at first and increase it as appropriate in the middle, rather than writing too long at one time.

⑤ Don’t prepare too many types of gifts for the event. Just prepare one at each price range , and don’t exceed 10 at most. If there are too many types of gifts, fans will feel that the event rules are complicated and they will easily give up participating. It will also greatly increase the workload of customer service.

The above are all the details of this hit event. At the same time, it also provides an in-depth analysis of the entire process and key points of the poster fission event. There are many operational ideas that can be further extended.

Source: Zhuxin