Case analysis: How to acquire 20,000+ core community users in 3 months?

As more and more growth strategies emerge in the Internet circle, product operations and growth officers have also realized that "revenue" is the most direct way to get users to actively share. There will always be a group of users who will continue to follow new activities to "take advantage of the situation" and distribute and monetize content in their own circle of friends and groups.

In the past two days, a small program called "hi help" has appeared in the circle of friends, as well as the Alipay daily redemption code activity that has been flooding the screen (which will be disassembled later), both of which fall into the category of using "income" as bait.

Preface: What is wool pulling?

To put it simply: the merchant platform provides a sum of money to acquire customers. Users will receive corresponding material incentives after they are active and share products. Not only will the sharer benefit, but those who see the sharing and participate will also benefit.

In response to this demand, the partner program launched by the "Jike" App allows the product to continuously acquire core users. As a community APP for those born after 1995 and 2000, it immediately adopted the "partner" invitation system + cashback method to achieve stable growth. From its launch on September 1 to now, a total of 22,183 users have joined. Next, let's take a look at its entire closed-loop process.

1. Activity Initiation

Old users who registered before September 1st can become partners directly. This wave of early users becomes the starting point of fission and can distribute letters of recommendation. Users who register after September 1 can become partners only through letters of recommendation.

Link effect in Moments

Forwarding effect in chat interface

Main copywriting: Instant partner, dividends are waiting for you;

Details: This is a limited invitation sent by your friend user XXXX, and there is only one spot available.

in:

1. "Partner" and "dividend" are key words and also the core words of the entire event. Both words convey the idea of ​​making money, but without any words about money, which makes them attractive, novel and credible to users.
2. This is the only spot available. It conveys a sense of urgency and increases the chances of users clicking on it.

2. User Acquisition

Recommendation letter: XX invites you to become a partner of Jike App and participate in the company's monthly cash dividends and important decisions.

After entering the link, the recommendation letter copy contains more keywords such as "APP", "company", "monthly cash", and "important decisions" compared to the link copy. The entire information is presented more complete, like a formal invitation letter, with a strong sense of ceremony.

The interesting thing about "Partner's Rights" is that, among all the rights, only dividends are the real benefit point. The remaining four items include company culture (feeding "employees"), feedback channels (guiding the CEO), recruitment information (i.e. factory referrals), and social benefits (instant playgrounds). These four items are packaged as partner's rights to increase users' sense of gain.

Click "Apply to become a partner" to successfully convert users to download the App and complete the product's new user acquisition process.

3. Recommended Sharing

After the download is complete, when the user enters the App with the copied invitation code, the following window will pop up immediately:

The user clicks "Go to Complete" to enter the partner details page

Partner details page

As can be seen from the partner details page, the "Share" button has the highest visual priority, and the secondary priority is the dividend of 2.5 yuan obtained by completing the task.

Recommendation letter redemption interface

Sharing requires a letter of recommendation, which must be exchanged for 1 yuan of dividends. One letter can only invite one person, so the sharer will be very cautious about the people he shares with. In the sharing process, the motivation to make money is hidden behind scarcity.

When a new user shares the recommendation letter with a third person, the product’s growth forms a complete closed loop.

Shared income:

1. The invitee can get 1.5 yuan, and 1 yuan for completing the current task, a total of 2.5 yuan. The sharer gets 1.5 yuan, but because he has to spend 1 yuan to redeem the recommendation letter, the overall calculation is: -1+1.5=0.5.
2. Invite 2 friends: After the user completes the task and receives a 2.5 yuan reward, he can redeem 2 invitation cards. The balance after redemption is 0.5 yuan. After a successful invitation, he will receive 3 yuan, and the balance is 3.5 yuan.
3. Invite 5 friends: Based on the above, 3.5 yuan can be exchanged for 3 invitation cards. After 3 friends are successfully invited, the final balance is: 0.5+3*1.5=5. In other words, the net income from sharing is actually only 0.5 yuan, and there is no distribution system. This growth mechanism is more stable and can ensure the quality of community users.

Making money is a result, not a goal. There are three ways for partners to share dividends:

1. Being invited will earn you 1.5 yuan in dividends, and completing the current task will earn you 1 yuan in dividends;
2. Invite friends successfully and get a 0.5 yuan dividend on net profit;
3. Unfixed amount of dividends will be distributed at the dividend distribution meeting on the 1st of each month and on holidays.

Users are generally students, and they can accept the not-too-generous benefits because it is not only a material reward but also a social currency.

User interaction in the comment section

4. User Retention

The threshold for making money is not low. The product requires users to log in for at least 7 days and complete the current tasks. If the current daily tasks are not completed, or there are illegal operations or other cheating behaviors, the partner qualification will be cancelled, the dividends will be cleared, and no dividends will be given when invited again in the future.

Judging from user feedback, such a mechanism is acceptable.

User reactions to partner cancellation

The dividend distribution meeting on the 1st of each month stimulates user retention. Cash withdrawals can only be made on the dividend day, and there will also be uncertain rewards.

User's reaction to first successful dividend

V. Summary of key points

First, being a partner is a good excuse. You can only withdraw cash when you receive monthly dividends, which is very appropriate in the context of dividends. This can also increase user stickiness and form a habit of using the product.

Second, in the growth mechanism, because of the limited number of sharing places, the quality of users is controlled, and the invitees will also feel respected;

Third, the removal of restrictions on partner qualifications has improved user retention and reduced the probability of users cheating and taking advantage of others.

When designing a product's growth mechanism, explosive user growth is not necessarily the best. While ensuring the healthy development of the community, steadily moving forward is a reasonable, restrained growth mechanism in the long run, especially for community-type operations.

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

Source: Pineapple