User growth: How to achieve distribution fission?

The development of the Internet has passed the traffic dividend period. At this stage, traffic is becoming more and more expensive, and the cost of acquiring customers is getting higher and higher. The importance of the number of users to the financing , expansion and further development of startups is self-evident, but obtaining traffic requires a lot of capital investment, which is a huge obstacle for startups. Therefore, the distribution fission model has gradually been favored by startups. This article discusses the distribution fission model.

In a broad sense, I personally understand distribution as user self-propagation , which is very different from the company's own customer acquisition method of placing targeted advertising on video platforms, subways and elevators.

Distribution: Users spread the word spontaneously and voluntarily serve as tap water. There are two reasons that trigger this behavior:

1. User-driven

To achieve the goal, the prerequisite is that the product is good enough compared to competing products and has weak substitutability.

The product touches the user's pain points and builds word-of-mouth within a certain circle. Users spontaneously recommend it to their friends who have the same problems or interests, and the product spreads through social networks.

Just like the movie "Dying to Survive", which is currently enjoying great box office success and good reputation, it was adapted from the incident of the drug hero Lu Yong that caused heated discussion at the time. In addition, Wang Chuanjun quit the role in "Love Apartment" and the State Administration of Radio , Film and Television did not ban it. It attracted attention and gained a group of " seed users ". The film itself is of high quality and scored 9.0 on Douban as soon as it was released, attracting more people to pay attention to and spread the film, finding material for lunch conversation, and forming a closed-loop effect of social relationships.

PS: Looking at today’s circle of friends , you can see that the distribution fission of the product “Dying to Survive” has almost been achieved.

2. External Reward Drive

When the substitutability of a product is high, external motivation becomes very important to achieve distribution goals.

Otherwise, why should I recommend you to others and what benefit will it bring to me? Invitation rewards, invitation resurrection, etc. are all good examples of external motivation.

Take invitation rewards as an example:

For the inviter A, there are two factors that determine whether she will send an invitation.

1. Cost: What does it cost for him to send out the invitation?
2. Reward:

• What do I receive and how does it compare to the cost I pay?
• What will the people who receive the invitation give and what will they get ? Will it affect our relationship?
• So when will I receive the reward and will it be redeemed?

Take the online doll-grabbing game I’m in as an example:

As an entertainment game , online claw machine doll grabbing is not completely virtual. After users grab the doll, they need to mail the physical doll they caught. Therefore, if users want to play claw machine doll grabbing once, they need to invest tokens. Tokens are an effective tool for us to attract new users and promote activation.

Of course, if users want to obtain tokens, what we most hope users will do is to recharge, but users' online consumption habits still prefer the "free model". Non- paying users need to be effectively utilized to split and attract new users, maintain retention , and further convert them into paying users.

The general pattern is as follows:

For user A, after he sends an invitation code to his friend, friend B fills in the invitation code, A can get a reward of 30 tokens (an average of 2 dolls can be caught). At the same time, friend B can also get a reward of 30 doll coins after filling in the invitation code. Generally, the upper limit of invitation is set at 20 people. Once the limit is reached, the inviter will no longer add coins, but the newly invited guests will still have coins to receive.

Some claw machine platforms have also set up a tiered reward model to create a sense of surprise and further enhance user incentives.

The entire invitation process is divided into 3 parts:

1. Inviter A sends an invitation code
2. Invitee B fills in the invitation code
3. Inviter A and invitee B continue to invite

Part 1: Inviter A sends an invitation code

When does a user want to invite?

Of course, it happens when users want to catch dolls but don’t have coins. Therefore, in addition to placing the entrance to the invitation reward in columns such as “Activities” and “Me”, “Invitation Reward” also needs to be added when users are prompted that they do not have enough balance to insert coins.

Just like the popular "Dan Yidan" some time ago, when will you be prompted to share? When you fail in the game and want to try again, I will tell you that sharing can give you a chance to continue the game.

Cost: Inviter A, 0 threshold invitation, just share the invitation code with friends.

Reward: For every person you invite, you can grab dolls twice for free. Grabbing dolls is a gambling game in itself, and the money earned is from the users' psychological desire to try a small bet for a big gain. By allowing users to grab dolls for free, everyone thinks that they are undoubtedly the luckiest one; who knows, they might even win something good.

Profit = Revenue - Cost. The inviter will definitely not lose money in this deal, so the desire to share will naturally be stimulated. The inviter is willing to send out the invitation code, and the first step of attracting new members is completed.

Part 2: Invitee B fills in the invitation code

Invitee B receives the invitation code, why should he spend time and energy to fill it out and try it?

Therefore, the "reward" of the invitation reward must be two-way, and the reward for new users must be generous enough .

Part 3: Inviter A and Invitee B continue to invite

This part is the decisive step in inviting fission. The first two steps of user experience lay the foundation for this step and achieve exponential growth.

However, this model has disadvantages for the claw machine game itself. On the one hand, it causes inflation of in-game tokens and excessive bubbles. On the other hand, some users maliciously brush coins in order to play for free, and register a group of low-quality users.

Therefore, some platforms have raised the threshold for sharing Canadian currency. For example, after filling in the invitation code of the invitee, the invitee needs to catch the dolls three times before the inviter can add currency. This is used to filter and absorb as many effective users as possible.

3. Pinduoduo’s Sharing Model

Many experts have summarized Pinduoduo’s model. I also like Pinduoduo’s product thinking and design, so I sorted it out.

Starting from the UI presentation layer:

Pinduoduo’s sharing methods mainly include:

• Get cash every day
• Help to enjoy free orders
• Bargain for free
• Free help group

1. Receive cash every day

Inviter A sends a share

After sharing and clicking [Get Cash Every Day], you can get cash and set goals for users. After sharing to the group, you can open the second red envelope . Inform users clearly that they will receive more rewards if they share again, but do not tell them the specific amount. After users receive it once and get a taste of the sweetness, the sense of surprise and mystery is maintained to stimulate their interest. People will think, "Will I get a bigger reward if I share it again?"

Share it again:

The user will be reminded that they still need XX yuan to withdraw, which will again encourage the user to continue sharing.

Pinduoduo has set a relatively low threshold for sharing and a relatively high threshold for cash withdrawal (compared with the cash earned from each share, as shown in the figure, the threshold for cash withdrawal is 6 yuan, but the average cash earned each time is only about 0.5 yuan, which means that the invitation code needs to be shared 12 times)

There will also be a scrolling prompt in the upper left corner of the page, saying that XXX has withdrawn XX yuan, constantly reminding users that this goal is achievable and the withdrawal is absolutely real, in order to encourage users to be happy to share.

2. The invitee receives the invitation

Web page title : Click for me and you can get cash with me

Web page copy subtitle: 0 threshold for cash withdrawal, payment will be made once the number of people is full

Several messages were delivered to the invitees:

• Share with friends to maintain social needs
• I can also get cash if I click (then why don’t I poke, who has a grudge against me)
• There is no clear threshold for cash withdrawal (giving people a sense of what you get is what you get)

Although the distribution model of Pinduoduo and Qutoutiao is simple and crude, it is based on the consumption and usage habits of the target users . Although this distribution model is good, it is not a basket that can hold everything. For example, for apps targeting the middle class, this method may not be so effective. The goal determines the direction, and "adapting measures to local conditions" is the most worthwhile approach.

Author: What to Eat, authorized to be published by Qinggua Media .

Source: What to Eat