Research on 100 growth closed loops | Missionbao fission to increase followers of public accounts

How can we successfully increase the number of followers of our public accounts when the bonus disappears and the cost of obtaining traffic becomes increasingly high?

Today I’d like to talk to you about how to increase followers of a public account.

Case Analysis

Recently, I often hear some friends who run self-media complain that it is becoming increasingly difficult to run a public account. After the traffic dividend disappeared, the number of followers of the official account has been increasing very slowly. The situation has become even worse after the subscription account was revamped some time ago.

However, some public accounts are not only unaffected by the revision, but their number of fans continues to increase rapidly.

After investigation, we found that many public accounts adopted some growth fission methods before their fans skyrocketed. Among them, Taskbao fission is a method often used to quickly increase fans.

The task treasure fission mentioned here refers to the means by which the platform achieves the purpose of increasing fans by attracting users to complete tasks according to the gameplay set by the platform in order to obtain certain prizes.

If you want to increase the number of followers of your public account quickly and at low cost through simple gameplay, we recommend that you try Missionbao fission. Because the operation of Mission Bao fission is simple, the operating cost is low, and users have a strong willingness to participate, it has been successfully implemented by many public accounts and quickly gained followers.

For example, the public account "Zhang Du Shu" for reading achieved a surge in fans through the fission of Taskbao. In less than half a year, through public accounts, content, communities, Moments and other media, combined with the iReader app, the number of fans has increased dramatically from 0 to 350,000 and 350,000 to 1.2 million.

Operational process & user process

Before understanding the detailed operation steps, let us first look at the overall operation path of this task treasure fission and the entire process experienced by the user through several flowcharts.

Task treasure column fission user path:

Mission treasure fission operation process:

As shown in the picture above, a mission treasure fission activity is mainly divided into three links, and each link has some work that we need to do well. Among them, the first preparation link is very important - because once the preparations before the task treasure fission are completed, the subsequent things will be carried out automatically, and very little human participation is required.

Step by step operation guide

Next, we will use the Taskbao fission case of "invite friends to follow the official account to get a physical book" in [Wanmen Workplace] to look at the step-by-step practical process of Taskbao fission and some key points in the process.

Task flow from the user's perspective

Step 1 Fission preparation

In the preparation stage before task fission, we need to do the following:

1. Clarify the purpose of task fission: Once the purpose is determined, the subsequent activities will be planned and executed around this goal. In the case explained this time, Wanmen’s goal is to increase the number of followers of the official account.

2. Determination of task prizes: First of all, the gift must be tempting or scarce. The value of the prize will affect the difficulty of subsequent tasks. At the same time, in order to further increase the richness of the game and reward users for over-completing tasks, different levels of rewards can be set.

For example, in this case, the mechanism is: if a user invites 19 friends to follow the official account (and does not unfollow before the end of the activity), he or she can get a physical book of "The Moon and Sixpence". In addition, the event also set up a ranking list based on the number of invitations each user has. At the end of the event, the top three users on the list will receive an additional physical book set.

The cost of the prize is about 20 yuan (including shipping costs). At the same time, some users invite friends but fail to complete the task in time, so the cost of attracting a new user for this event is about 1 yuan. As an online education platform, Wanmen University uses books as prizes, and the new users it attracts are relatively accurate.

3. Design the specific mechanism of the task gameplay:

• Task process: "Complexity" and "difficulty" need to be set according to the value of the product. For example, to get a book in this event, you only need to attract 19 new users; while Tmall's Double Eleven event to share 1 billion red envelopes uses complex task processes such as team pk, energy, and help from friends.
• Visualization of task progress: for example, setting public account message reminders, task progress bars, task ranking lists, etc.

4. Make the corresponding poster, paying attention to the following three points:

• The poster must have the QR code of the official account;
• The poster style needs to be eye-catching;
• Poster copy should be motivational.

5. Purchase tools for task fission: This type of tool can help us build a task treasure fission system in a fool-proof manner. There are platforms on the Internet such as Bdian and Meixiangxiang, where you can choose according to the activity and budget. After purchasing the tool, you can set up relevant task fission-related settings such as relevant scripts and posters in the background according to the platform operation prompts or the help of customer service staff.

6. Writing of relevant copy: Write in advance for use in Moments, WeChat groups, reply scripts for users’ public accounts, public account articles, etc.

Step 2 Fission Begins

After completing the preparations for the first stage, you can choose a suitable time to start the task activity rhythmically. During this process, task fission will start automatically, and very little human participation is required. However, humans can do the following:

• Promote according to the plan in a rhythmic manner: for example, post to Moments on time every day when users are free;
• Monitor activity: Check if users encounter any difficulties or bugs, and record and resolve them in a timely manner;
• Test and adjust: By modifying some elements in the process, you can screen out better conversion points, etc. For example, you can modify different copywriting or posters to find better conversion points.

Step 3 Prize Distribution

When the user completes the task, the official account needs to promptly push a message to inform the user that the task has been completed.

• For users who have completed the task, we collect the user's delivery address through the fission tool page or manually contact them, inform them of the delivery time, etc.
• Check the activity-related data in the background of the official account and the Missionbao fission platform;
• If the activity is effective, we can compile a review article and post it on the official account to generate secondary dissemination.

Operation Notes

During the preparation process of the activity, there are several key points that need to be explained in detail, because these points will often affect the final effect of the entire fission activity.

1. Design of fission poster

The quality of the fission poster design largely determines the effect of the final task treasure fission, so it should be taken seriously. There are two main aspects of a poster: one is the interface design, and the other is the poster copy.

Poster copy design:

• The poster copy must be able to attract users even if they don’t click on the Moments. You can adjust the size or color of the copy.
• The copy should be targeted at the user's biggest temptation or pain point;
• Copywriting can stimulate users to take action, such as words such as limited time, limited quantity, free, and free shipping.

Poster interface design:

• The color of the poster should be bright and eye-catching so that it can quickly catch people’s attention when posted in Moments (the effect is shown in the picture);
• The poster should have clear levels so that users can quickly read the key information;
• The poster should create a "lively feeling" visually, which can be enhanced through colors, design elements, etc.
• Don't pursue a very cool poster design, otherwise it will distract from the main theme. If users only remember your poster but ignore participating in the event, the gain will outweigh the loss.

2. How to reply to public accounts

Public account reply words:

When a user scans the QR code on the poster and follows the official account, the official account will send the user corresponding copywriting and exclusive posters. There are a few points to note when designing this script:

• Follow the reply: Introduce the theme and gameplay of the activity in the simplest and clearest way. The copy needs to motivate users to share the poster on their Moments.
• Fission sales pitch: Factors that motivate new users to participate should be built into the copy, such as the strength of the discount (comparison between the original price and the current price), scarcity (limited quantity), time limit (only X days), etc.
• Reminder words: Accurately inform users of the latest task status: "Your friend xxx supports you!" "Your friend xxx has given up helping you!" and task progress: "You only need the support of xx friends to get the reward."

3. Mission gameplay mechanism

Mission gameplay mechanism:

When user A shares his exclusive poster to Moments, WeChat groups or friends according to the task requirements, other users will follow the official account by scanning the QR code on the poster. There are a few things to note during this step:

• Task progress feedback: When a user follows the official account through the poster shared by A, user A will receive a real-time notification from the official account and find out who helped him. First, it allows users to clearly know which stage the task has reached, and at the same time reminds users in time to continue completing the task; second, it increases the psychological cost of users when they give up and improves the task completion rate.
• Set up a ranking list: Set up a hierarchy of prizes, such as the top three winners receiving an extra set of physical books. At the same time, the ranking list is made public, which stimulates users to invite more friends to join the event, and also adds a gamification and competition element to the task completion process;

Behind every seemingly random and accidental detail that can hit pain points and bring about traffic growth, there is a complete set of logic to support its invincibility.

Author: Pineapple, authorized to be published by Qinggua Media.

Source: Pineapple Loves Growth