Fan fission growth: How to successfully conduct a fan event that increases fans by over 10,000 per day?

Every once in a while, there will be some successful fission cases that are worth analyzing and learning, and behind this we should think more about: Why are others willing to participate in the activities and happy to forward and spread them? Why is this model being used more and more? What is the business logic behind it? How can you copy or imitate this model to benefit your own products?

1. Why is fission growth so popular?

As the cost of acquiring customers on the Internet becomes increasingly high, for start-ups, how to achieve rapid and low-cost user growth is a matter of life and death.

Competition among Internet products is essentially a competition for users. Among similar products, whoever serves users better will go further.

Fission, as a method of growth hacking , this violent but effective way of user growth has attracted people from all walks of life to adopt it. Some have gained millions of fans through fission and become top accounts in just a few months; some have built user communities and created their own million-level traffic pools, doubling their sales; and some have quickly filled up their WeChat accounts with 5,000 followers through personal account fission for marketing conversions .

For example, there are several cases that are basically known in the new media circle:

Youshu used the effective growth method of social fission, which brought about a huge change in the entire business model of Youshu. In less than a year, Youshu had 7 million fans and firmly ranked first.
NetEase's popular course, Xijing, took advantage of high-price distribution methods to achieve fission, with the number of paid registrations reaching 130,000 within 12 hours of its launch.
The New World Marketing Course used a method of increasing the price by 5 yuan for every 10,000 people who signed up, and finally attracted more than 100,000 people to participate, achieving a win-win model of increasing traffic on the three platforms of "social network + public account + APP";
There are also Pinduoduo and various game applets that are most common in WeChat groups .

The rise of social platforms has allowed more people to gradually shift from traditional traffic purchasing thinking to social thinking, user thinking, and fission thinking , thereby acquiring users at a lower cost and higher efficiency.

2. Some common fission modes

Currently, there are several common fission modes: public account fission, community fission, and personal account fission. By following public accounts, WeChat groups, and personal accounts, users are required to complete a specific task (for example: forwarding posters or texts to friends or to friends, recommending friends to follow, creating groups, etc.) in order to participate in activities or get something for free; there are also some common fission methods of some platforms, mini-programs, and APPs, such as: group buying, distribution, voting, lottery, check-in, support, invitation codes, old customers bringing in new customers, giving points, and sharing bonuses.

The purpose of these methods is to allow users to participate in our publicity and promotion , to help us expand the scope of dissemination to reach more users, and thus bring us more traffic.

Next, we will mainly talk about three fission modes: public account fission, community fission and personal account fission.

3. Public account fission, community fission, and personal account fission

1. Public account fission ( mainly for service accounts, subscription account fission will be discussed later)

Principle: Users scan the code to follow the official account, and a poster will automatically pop up in the official account asking users to forward the message and generate an exclusive and independent fission poster for each user. Only when the user forwards the poster and asks others to scan the code and follow the official account, the task is considered completed and a reward is obtained, such as free participation in something or an event.

Public account fission process:

Users follow the official account by scanning the QR code on the event poster;
The official account automatically replies with words and generates dedicated independent posters (or responds to specific keywords to trigger);
Users share the posters with friends or WeChat groups;
The task is completed when the number of the user's friends who scan the code reaches a certain requirement;
Users can automatically send activity rewards in the official account, such as filling in the prize mailing address and free activity link.

Different prizes can be set for different groups of people. For example, for mothers, you can choose children's books or toys such as baby picture books. For restaurant owners, you can choose store management, sales growth methods and techniques, etc.

For different industries, corresponding prizes can be set according to the user's attributes. For example, the education industry can choose books and online courses from experts; the beauty industry can choose facial masks, lipsticks, etc.

Different task thresholds can be set based on the price of the prize itself . For example, some 0-cost or low-priced prizes can be set with lower tasks, such as attracting 3-10 friends to follow. Some high-cost ones require attracting 20-30 friends to follow you. This mainly depends on your estimated activity effect and calculation of the cost per fan.

For example: some people package prizes worth less than 10 yuan (counterfeit luxury watches, low-purity silver bracelets) as high-end prizes. The task is to attract 30 to 40 friends to follow and send gifts. The average cost per fan is less than 0.3 yuan. Many people cannot attract 30 to 40 friends and cannot redeem them. This will settle some fans. Overall, the cost of each fan is about 0.1 yuan.

tool :

The tool commonly used for public account fission is Mission Bao, and the use of Mission Bao requires a certified service account. Currently, there is a certain risk of being blocked when using this fission method. A safer approach is to control the frequency of operations and the number of fans, and do it once every one or two weeks to reduce the probability of being blocked.

Some tools also have anti-blocking mechanisms to reduce the risk of being blocked. You can find the details online. There are many such tools. Relatively well-known suppliers include Xingyao, Youzan, Yidian, Baojuice, Jianying, etc.

2. Community fission

Principle: After the user scans the QR code on the poster, the group QR code pops up. After scanning the code to join the group, the group automatically @s the user and pops up a message and a poster to ask the user to forward the poster. The user needs to forward the poster and take a screenshot and send it to the group before he can continue to stay in the group and enjoy the event benefits sent in the group at the end.

Live code technology and principles:

When learning how to operate community fission, we must first understand and use a very basic and important technology for community fission, namely live code. We all know that a single group's group QR code can only add 100 people to the group by scanning the code. So if the QR code on the poster we spread is a group QR code, in addition to the person who is already in the group, only 99 people can add it at most. Once the group is full, the QR code will become invalid, and the poster will lose its function. How can it be fissioned?

The live code can solve this problem.

The WeChat group live code is a special QR code (live code) that we generate in advance. When users scan in with this live code, they will first see a group QR code. This group QR code can be changed. By uploading multiple group QR codes in the live code background in advance, you can set the live code to automatically change after every 100 scans. So when the live code reaches a certain number of scans, when the user scans in, they will see another group QR code, but the live code itself is fixed.

For example: a fixed QR code is provided on the poster. After the first 99 users scan it, they will see the QR code of WeChat group 1. After the next 99 users scan it, they will see the QR code of WeChat group 2. A new group QR code will be automatically replaced every 99 users scan, and so on. Different group QR codes can be set infinitely, and in theory, countless groups can be created.

Similarly, as long as the QR code you promote is a live code, you can set it in the live code background and replace it with the content you want at any time. The QR code set in the live code background can be a personal QR code, a public account QR code, a website QR code, or a personal business card QR code, making it more free and flexible.

With such a live code, you can continue to promote the same poster to the outside world without worrying about the QR code becoming invalid.

Community fission process:

The user scans the QR code on the poster;
Go to the event introduction page or directly enter the group QR code page;
Users scan the QR code to join the group;
The robot in the group automatically @sends a message to the newly added user, requiring him to forward the corresponding text and poster in order to continue to stay in the group;
The user forwards the poster and text, and takes a screenshot and sends it back to the group;
New users are reminded to forward posters when joining the group, and the process repeats itself;
Send the event link or collection method in the group.

tool:

The entire process of community fission can be automated through the background settings of tools such as Jianqunbao and Baojuice (paid), from live code generation, automatic group creation, and automatic group reply. You can also use live code tools such as Mayun, Gulu Guanjia (paid), and Weiyou Assistant (free) to generate live codes, and then use the group automatic reply of wetool (free) group management tools to achieve automation.

The difference lies in the cost of the tools, ease of operation and scanning restrictions. Paid tools have more comprehensive functions, and it is easy to find customer service to solve problems that arise during the activity. Among them, Jianqunbao is used by Jianqunbao's own robot to create a group, while Baozhi requires your WeChat account to create a group. Even if the former is blocked due to problems, it will be Jianqunbao's robot account, while if Baozhi is blocked, it will be your WeChat account. However, the probability of being blocked in community fission is still very small.

Similarly, there is basically no limit on the number of scans and group creation for paid tools. For example, the free version of Mayun allows 500 scans per day, the paid version allows 20,000 scans per day, and the Weiyou Assistant allows only 1,000 scans per day, that is, the total number of scans of all active codes for the account cannot exceed 1,000.

For those who have a budget and many users participating in the event, it is recommended to directly use Jianqunbao or Baozhi, etc. For those who have no money and no budget, use Mayun/Weiyou Assistant/ Caoliao QR Code, etc. + wetool.

Compared with the service account task treasure gameplay, it has strong community interaction, high stickiness, and high post-payment rate. Its long-term value is higher and it helps with user sedimentation and later conversion. Because of the large number of community fissions and few restrictions, it is the safest method of fission fan growth among the current fission fan growth activities, and it is also a very popular way of playing.

Similarly, some people use the method of using official accounts + establishing communities. For example, after following an official account and completing a task, you can join a group, or after joining a group, you need to follow the official account to receive benefits.

3. Personal account fission

Principle: After scanning the QR code on the poster, users can directly follow the personal WeChat account. Through the tool, the personal account can automatically reply to the user, guiding them to forward the poster and take a screenshot. Only then can they participate in the event or obtain benefits.

Personal account fission process:

Scan the QR code on the poster;
Add a personal account as a friend;
The robot automatically replies with words to guide users to share the poster;
After the user forwards the poster to their Moments, they send a screenshot back;
Review the screenshots and issue rewards directly, or add everyone to the group and send them out.

tool:

The fission operation of personal accounts can be achieved using tools such as Baoju (paid) and wetool (free). Baoju can upload multiple personal accounts (accounts that are more than half a year old) in the background, automatically switch to another personal account after scanning the code a certain number of times, automatically set the reply script and generate independent exclusive posters like Wanduobao, and can stipulate and identify how many friends need to be invited to scan the code to qualify for the event.

However, wetool cannot automatically switch WeChat accounts or identify the number of people scanning the code. It can only set semi-automatic operations such as automatic reply, grouping, and group creation after adding people.

Because the number of people who passively add a personal account is limited every day, generally a new account has 100-150 people, and an old account has around 200 people. You can also use live codes to set different trumpets.

4. Combination of three fission modes

Fission process 1: Official account + community fission

The public account QR code is placed on the poster - users scan the code to follow the public account - the group link/group QR code is automatically replied - after entering the group, the fission words and poster are automatically replied - users forward the text and poster - new users follow the public account through the poster and then join the group - when the group is full, the active code automatically switches to another group - a continuous cycle.

The official account here can be a service account or a personal or corporate subscription account. The advantage is that the attention rate of the official account is high, but the fission effect will be lower than the fission rate of directly entering the community. For people with small needs, it is easier to give up when following the official account in the first step. The fission effect after joining the group will also be lower than that of directly entering the group, resulting in some traffic loss.

Fission process 2: Community fission + public account

Place a group QR code on the poster - users scan the code to join the group - automatically reply with words and poster - users forward the poster - continue the cycle - send the official account business card to the group, and let users reply with keywords to receive benefits.

The fission rate of the community is high and the fission duration is long, but when sending public accounts to receive benefits, the user's attention rate is about 40%, and the attention rate of public accounts will be relatively low. Therefore, when doing group fission, you must promptly let them follow the official account. The longer the time, the lower the attention rate. It is best to push the official account business card when the group is full.

Fission process 3: Community + service account fission

Place a group QR code on the poster - users scan the code to join the group - automatically reply with words and poster (the QR code on this poster is the service account QR code) - after new users follow the service account, the task treasure fission begins.

This is more suitable for those with a large startup volume. The community cannot split, but it can bring more participants to the service account, but the safety factor is low. Similarly, after following a public account, a pop-up window will appear allowing you to add a personal account. After a community splits, you can also add a personal account to receive information, and vice versa. The fission that can form a closed loop is more conducive to the operation of later users.

Let’s take the simplest way to play, for example: now follow my personal public account “New Career”, reply “fission” with the keyword, and a script will pop up automatically. As long as you forward this article, you can get “1000+ selected fission posters” and “multiple fission tool introductions, usage tutorials, and practical cases”, and then add me as a friend to receive it, and I can even further pull you into a group and build a community. This is a closed loop. You can follow this path and receive the above information.

To achieve fission growth, you need to be more flexible and adaptable, and the main thing is what your ultimate goal is, whether it is the final number of participants in the event, the number of followers of the public account, or the number of friends adding to your personal account. There is no saying that one process is the best and you should always use it. Only by continuous practice and experimentation can you find the method that best suits your needs.

IV. Risks of Account Ban in Fission Activities and How to Avoid Them

1. Risk of fission of public account mission treasure

Sensitive words such as "share", "rebate", "attention", "subordinate", "first level and second level" etc. shall not appear on posters and event descriptions . External links may be used in event descriptions. Also, there should be no rewards to induce users to follow the official account. There should be no illegal words such as sharing in Moments and WeChat groups. Do not use WeChat graphics and text materials. Unpublished graphics and texts containing sensitive words will also result in the account being blocked. In automatic reply statements, do not include words such as "Share to get rewards" or "Share posters to your circle of friends".
The event must be real, and the prizes should be shipped and redeemed in a timely manner. During the peak period of the event, messages left in the backend should be replied to promptly and good customer service should be provided. Remind users of the remaining inventory quantity and inform users in a timely manner if there is a shortage of stock. Avoid a situation where users find out that the item is out of stock after they have participated, as this will result in a large number of reports.
Control the number of followers gained. It is best to control the number of followers gained in a single activity within 20,000.
After the event ends, the relevant menus (posters, points mall, etc.) will be removed from the shelves and the relevant reply content will be cancelled.
For a public account that has just been registered, do not carry out promotional activities at the beginning. Instead, post normally for a period of time.

2. Risk of community fission

Currently, there is rarely a risk of personal accounts being blocked in community fission. The main risk comes from the risk of interception, that is, during the activity, someone will join the group and post advertisements in the group, or pretend to be the group owner to send a method to receive the course, and deceive people to other platforms or add him as a friend.

This usually occurs in industries that do a lot of community fission, where some peers and competitors will deliberately intercept traffic or cause disruptions.

The group owner's nickname can be changed, for example: Student Committee Member | Pay attention to identifying advertisements within the group, and pay attention to regular manual inspections. Once any advertisers are found, they will be kicked out immediately. Both social fission tools and group management tools can set blacklists.

3. Risk of personal account fission

A new account should focus on account maintenance skills. When the fission volume is large, multiple small accounts should be used to share the burden. No more than 200 friends should be allowed to pass through each day, and the remaining friends can be added the next day. Frequently sending the same words to different friends will also increase the risk of being blocked. It is recommended to control the sending frequency and regularly fine-tune the text to reduce the risk of being blocked.

The recommended time interval for automatic message sending is set at 3-5 minutes. After adding someone, you should reply promptly and provide good customer service, which will also help improve forwarding conversions.

5. Several factors necessary for a successful fission activity

1. Activity resources

(1) Value

No matter what kind of group of people you are facing or what kind of content you are using for your activities, you should first think about what valuable things you can provide to users? Is your stuff of any benefit to them? Is it attractive enough to them? Is your user group interested in this thing?

For example:

Scarcity: Provide the latest movie resources that require payment on some platforms;
Practicality: information packages on certain aspects, knowledge courses on life and career growth/skills;
Timeliness: When short videos first became popular, some people planned short video courses to attract traffic and charge fees;
Interesting: various interesting evaluation activities and expression avatar settings, etc.
…

(2) How to find resources if there are no resources?

This resource can be virtual, such as courses, materials, e-books, activities, coupons, memberships, points... or it can be physical, such as fruits, gifts, tickets, merchandise...

method:

Find lecturers or cooperate with knowledge payment platforms;
Buy or record the course directly;
Collect information shared by others on the network disk or purchase it directly;
Go to Taobao and other platforms to look for low-priced and high-commission products;
Find sources of goods or cooperate with people who have resources;
…

2. Event poster

In most fission activities, posters are the most common carrier of communication, and the design of posters plays a vital role in the entire fission activity. This determines whether users can be attracted and stop to read within a few seconds after seeing the poster, whether they will become interested in the content of the poster, and further promote conversion.

Generally, a successful fission poster must have content features such as " immediate benefit, simple and easy to obtain, clear expectations, personal authority guarantee, and the price seems very favorable ".

Generally, a complete fission poster has the following 8 elements: main title , subtitle, speaker profile, real photo of the speaker, outline content, authoritative endorsement, limited-time and limited-quantity benefits, and QR code.

There are 4 elements in the picture above that are essential for almost any activity or project. The effect will be even greater if the other 4 elements are present.

How to design a successful poster with high conversion rate ?

(1) The poster copy is consistent with the user’s identity

In addition to event information, can the poster content also convey and imply other information? Users are willing to forward the poster because it can show/shape their image in other people's minds in the circle of friends , such as: positive/optimistic, love of learning, hard work, etc.

Secondly, everyone has their own social level: identity/grade, circle, and the copy must be consistent with the user's identity and tone. For example, it is taboo to design copy for employees and topics related to their identity, and to let employees post copy and activities about their boss' identity.

I once planned a management skills course for middle-level leaders. I did not use pain point copywriting, but instead used positive copywriting, taking into account the concerns that users might have when forwarding posters.

In the workplace, who would like to be known by friends, colleagues, and leaders in the circle of friends or feel that they are not doing a good job and need to improve?

But I would like everyone to see that I want to learn more methods and skills to improve myself and make more contributions to the company.

(2) The poster theme is attractive

The main title copy should be eye-catching and able to attract attention in a short time. The main title copy can describe the user's needs or pain points. It should be clear, concise, and easy to understand.

Writing method in main title copy 3:

Use fear to arouse users' pain points. For example: When reading a book together, ask "How long has it been since you finished reading a book carefully?"

Take advantage of the psychology of acquisition and see what they can become after using your things.

For example:

Physiologically, "I lost 50 pounds in 3 months. A good figure is the result of diet";
In terms of wealth, "From a monthly income of 2,700 to an annual income of one million, teach you how to write and contribute from scratch, and earn an extra 3,000+ per month";
In terms of skills, "Do these 3 steps correctly and your Weibo reading volume will increase 100 times."

Take advantage of the desire for speed, emphasize less time, and emphasize less learning amount. For example: "Speak fluent English in 30 days without memorizing words."

In addition, the color matching of the poster should be reasonable to highlight the key parts. The main title should be large so that it can be seen in the circle of friends even without opening the picture. Subtitles can be used to highlight the course title or to supplement the main title with other pain points. A subtitle is not mandatory, depending on the specific circumstances.

(3) The specific content of the poster should be able to arouse interest and stimulate desire

The course outline is a breakdown of the entire title. It should list the highlights, what the specific content is, what benefits it can provide to users, what value it brings, and whether it can solve a specific problem. Do not simply pile up product information. Also use more numerical comparisons or descriptions to highlight the sense of the scene and describe to the user a future/environment/change that he yearns for.

(4) Establishing Trust Endorsement

Add the big platform logo, lecturer’s personal image, lecturer profile, user avatar/nickname, kol/authoritative organization recommendation, industry certification, first release , etc.

(5) Create a sense of urgency

Inform them that the event has a limited time, limited quantity, and a rare opportunity, so as to encourage them to act immediately. For example: only the first xx people are eligible, with a limit of xx people; the deadline is xx time, and the countdown is how long; set a price anchor point to let users perceive the value, the original price/value is xxx yuan, and now it is xx yuan/free.

(6) Temptation of short-term benefits

Inform users what else they can get by participating in the event now, such as free xx (internal) information when joining the group; opportunities for close communication with lecturers; one-on-one service; free places to participate in other activities, etc.

3. Reasonable guidance

After users follow your official account or join a group through the QR code on your poster, it is time to guide them to forward the poster. Reasonable and attractive language can increase the number of forwarding and participation, thereby increasing the conversion probability of the event.

The following is the words I used when I was doing community fission before, you can use it as a reference.

Some methods and techniques to improve the conversion rate of community fission:

Inform the operation method: automatically @ new members when joining the group, the correct operation to participate in the event, and remind that joining the group does not mean successful registration.
Create a sense of urgency: regularly remind participants that the registration channel will be closed, start counting the number of people, and inform participants that free places will no longer be available after the closure, so they should hurry to register, otherwise they will be removed from the group.
Manual guidance: If the forwarding is incorrect, manual guidance will be provided to inform the correct method.
Send benefits first: You can send a small part of the information or benefits first to remind you of the benefits after registration.
Kick people out: You can kick out some people who joined early but have not forwarded the message, and @ them to inform the group, prompting others that the final review has begun and recommending that they share the message to the group for review as soon as possible.
Other conversion tips: Participating in the event will provide other learning materials or benefits. Different rewards, ranking rewards, etc. can be obtained according to the amount of tasks completed.

4. Startup resources:

The amount of startup resources may determine the scope of your event, the number of participants, and the effectiveness of the event from the very beginning. The same fission activity, even the same posters and wording, may have a large number of participants in some cases, but only a few in others. The main reason is the amount of activation, which results in different scopes of influence of the activity.

A successful fission activity requires a lot of time and effort to prepare, such as: selecting and researching activity content, choosing and familiarizing yourself with tools, poster design, small-scale testing in the early stages, etc. It also takes more time to prepare and accumulate a certain amount of startup volume.

How to get the startup volume depends more on your own accumulation and resources, such as: your own official account fans, the communities you created and joined, WeChat friends, or cooperation with some platforms, official accounts, and kols, and leveraging their fans and community resources.

What to do if there are no resources? How to obtain seeds and channel resources ?

Go to all social platforms with traffic (QQ, WeChat, Weibo, Zhihu, Douban , Tianya , Tieba Forum...) to divert traffic;
Buy a group, change a group;
Cooperate with public accounts, platforms, and KOLs in the industry that have a high degree of match with your users;
…

The larger the startup volume base, the higher the user quality, the more accurate the users, and the better the effect. If you plan to do such an activity, start preparing the starting volume for fission at least one month in advance.

Every successful fission activity is mostly organized and premeditated, for example: forming a team to earn bonuses.

How to test whether this fission activity can be successful before the activity starts?

Cold start : Conduct a small-scale test among seed users to let them experience the entire activity process, point out which stage the user experience is not good, and at which stage they want to give up and do not want to continue the operation for some reason, and continue to optimize based on the feedback.
Calculate the fission rate: Estimate the effectiveness of the activity by calculating the poster fission rate.

Fission rate: New group users/total promoted users = fission rate

When testing on a small scale, use a poster. The domain name used for the live code on the poster is the promotional domain name. Calculate the number of visits to the promotional domain name or directly count the number of people joining the group on this line. (Total number of promotion users)

The domain name used for the poster code forwarded by users in the group is a fission domain name. The number of visits to the fission domain name is calculated or the number of people joining the fission group is directly counted. (Add new group users)

When the fission rate can reach about 1-1.2, the fission activity is considered relatively successful. Therefore, it can also be used for small-scale testing before an event to see if this value can be achieved.

The above-mentioned successful fan explosion and fission activities are not a simple combination of the operation steps. The adjustment and improvement of each link in the whole process, the proficiency in the use of tools, the reasonable and convenient activity path, the design and guidance of the words...more still need to be improved by yourself in actual operation. Only by practicing by yourself can you discover more problems and adjust and optimize according to the activity effect and your actual needs.

Finally, it doesn’t mean that the activity will end after it has gained a lot of fans. How to activate these users, further convert them, and bring continuous value requires more time and energy to study and operate.

For example:

How to guide and encourage users to spread the word after the event, such as posting their thoughts after the class (User -generated content ), forwarding messages to friends through mini-programs, and formulating later growth plans to achieve sustained impact of the event;
How to operate the community well after establishing it, maintain the vitality and value of the community, so as to divert traffic to other platforms, convert again in the future, and start the next activity;
How to build personal IP or corporate personality brand after adding friends, and how to repeatedly market through Moments and group messages;

author: Yanxin, authorized by Qinggua Media to publish.

Source: New Career News (ID:ixinzhizhi)

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