The number of fans increased by more than 100,000 in 4 days. I want to talk about the research on user fission growth

This is a useful post, please read the entire article carefully.

One year and several months of practical experience in the fission of WeChat communities has enabled me to go from the earliest bonus period to the current survival in the cracks.

As early as a year ago, Youshu used the same method to gain 7 million fans in less than a year and remained at the top of the list with little fluctuation . This effective growth method has brought about tremendous changes in the entire business model of Youshu.

Image source: New List

In March 2017, I heard Lei Wentao share his experience on Youshu’s growth of 7 million followers in less than a year. A serial entrepreneur , he created a miracle because of a growth model.

Mr. Lei said: The foundation for community fission must have a complete community operation system and a growth funnel vs. horn effect.

I totally agree.

In the early days, there were many fissions with 1,000+ new groups added every day, but now there are only a few that are still doing this.

At the beginning of 2017, a friend of mine went to Changsha to start a business. There were only four people in his company. They set up an Internet technology company, and what they did was the community fission model of Youshu.

It was difficult and we had to cross the river by throwing stones. There was no circle to synchronize information and no one to lead us. We had to rely on practical tests over and over again, hundreds or thousands of times.

In November 2017, I visited Changsha again. Do you know what I saw?

The original company of 4 people has become a two-story office with a scale of nearly 100 people. The community fission department has 50+ people and the content production department has 30+ people. They have turned WeChat community fission into an assembly line work, and the monthly salary is hundreds of thousands.

They gained 10 million fans in less than a year. They may not be as famous as "Youshu", but this wave of growth in traffic accounts also allowed them to make a lot of money by selling accounts, taking advertisements, and distributing novels.

Many people say that the reason for excessive dividends is because it is difficult to explore. Any reusable growth method has its own rules, but when we are exploring these rules, all the energy and time we spend will change with the popularity of the growth method.

The following is a sharing of the practical experience of the fission activities I have carried out.

On the first day of February 2018, I planned a new WeChat group fission growth activity. The daily growth of this activity was more than 40,000, and the number of followers of the account increased to 10w+ in 4 days .

I have been preparing for this event for some time. The theme at that time was English . I found more than 20 cases of growth in English. The successful ones were Mint Reading, Tomato English, and Youshu English Reading . I have analyzed them one by one, and the common point is that many people are lazy in learning English, and they are lazy when learning things they are not good at.

      Activity fission poster

What I fear most every time I do growth is not that the activity cannot be expanded, but the safety factor of the growth system (such as account suspension, fan removal, domain name closure, etc.)

So I did user diversion. Within the entire system, I divided the startup account, registration account, and class account into three public accounts . The WeChat group is the one that takes over the user fission in the middle, avoiding most of the places in the WeChat public account itself that require frequent and active replies.

Simple map (temporary)

The following is a review of how the number of followers increased by 100,000 in the last 4 days. Please be sure to read the following content carefully.

The plan for the event on February 1st is as follows. The average reading of the startup account is between 30,000 and 50,000, and the number of readers may be very large after the launch. For risk control and multi-account growth and reflux, I have set up the following links in the event theme part.

1. The activated account is subscription account A, which pushes content in the form of a copy . There is a poster directly in the copy, and users can directly scan the code to register at subscription account B. (After multiple tests, copywriting is much more effective than directly pushing posters)

2. Registration account B will set up automatic replies. In the script, "Click on the blue words to register now" is the entrance to the group. A hyperlink is made, which will provide a better user experience .

3. The account number for taking classes is service number C. The class in the group is announced in the form of speech + class card + group message. The QR code on the class card is a QR code with reference (you can search it on Baidu if you don’t understand). After scanning the code and following it, the content of the first day of the course will be pushed directly. (The main reason is that you can get the course after signing up, which eliminates user concerns, or it can be said to be for user experience)

4. The check-in account is a plan control ( mini program ). When the user receives the content on the first day, there will be a 100-day rule. The user must check in and share the check-in card to show off the check-in, thus forming a secondary fission and closed-loop reflux.

In the theme section, I summarize several core keywords : user experience, risk control, closed loop, reflux, secondary fission

Without any of these keywords, your campaign will not be able to achieve explosive fission quickly. Please think about these keywords and the above details many times.

The details of fission are mainly reflected in the tools and WeChat groups.

1. Change of group owner’s nickname: This is mainly to give more prominent reminders to users in the group. Group owners are usually robots, and robots need to reply frequently in the group, so this nickname is equivalent to a high-frequency advertising space . We usually set it to ( Student Committee Member丨Pay attention to distinguishing advertisements within the group ) because as long as the fission activity is done well, there will be organizations that specialize in making trouble to intercept the traffic.

2. Set a fixed number of scans: This is mainly reflected in the live code (search it on Baidu if you don’t understand). The number is fixed at 100 times, and the number of people joining the group is approximately between 75 and 90. This is because there are only 100 places for scanning a WeChat group QR code. If there are more than 100 people, they need to be added manually. So you set the number of scans to 100, that is, a maximum of 100 times, and the live code background will automatically switch to the QR code of the next new group. (Many people forget to set it up, which results in a huge loss of traffic )

3. WeChat ID for problem feedback on the activity introduction page: This is generally reflected on the first page after the user scans the code. The WeChat ID for problem feedback should be added at the bottom. When the user joins the group, the first impression will be that there is someone in front to consult. If there is a problem with the QR code or the tool, the user can find someone to ask. (However, problems rarely occur.)

Regarding the design of fission speech, I dare not say how good the copy I wrote myself is, but it can be used in fission.

1. Follow the subscription account to automatically reply (this is written above, I won’t repeat it)

2. Sign up for a subscription account slogan:

3. The robot’s reply to the group:

4. Receive screenshots from users:

5. Remove advertising words from the group:

6. Group full speech:

7. Group announcement after the group is full for 1 hour:

8. Guidance for checking in during the mini program:

9. After checking in, the mini program will guide you to share your thoughts:

I won’t go into too much detail about the marketing aspects of the above words. Basically anyone working in marketing can understand them at a glance, so I will still summarize a few key words.

Keywords: user urgency, exceeding expectations, refinement, strictness

There are about 4 posters in total.

1. The poster that pushes the copy and the poster that users forward when joining the group are the same poster.

2. Receive the course poster and the QR code with the service account

3. Mini Program Poster

4. Check in on the mini program to show off the poster

Left 1: copywriting poster, left 2: punch card and show off poster, upper right: class card, lower right: mini program patch

The above posters were not made in one go, and there are multiple versions of iterations. This is the final version. I won’t show off the previous versions.

What I want to share with you about the poster is the copy. I am not very good at visual experience. Generally, other people don’t vote for the ones I think are good-looking, so this really tests a designer’s appreciation and color matching skills.

Taking the poster copy on the left as an example, I wrote the text on the poster separately

This is purely my personal opinion, please don’t criticize me if you are a copywriter. Almost every sentence on the entire poster has marketing attributes, so the poster has sufficient incentives ( telling you that there is a problem + how to solve it + the solution is simple ).

Next, I will talk about the core factor that enabled this rapid growth. The mini program, Plan Control , is a product specially designed for fission. Initially, I shared the gameplay of this mini program in my user fission growth research community, and my friends were shocked. My God, there is such an operation. To be honest, compared with the previous H5 closed-loop reflux, I am more optimistic about the mini program.

The advantages of mini programs, such as good user experience, page flow, and low risk factor, completely cover up the disadvantages. The punch-in feature is embedded in the planning to ensure continuous return of traffic to the mini program.

Left 1 is the main interface of the 100-day English check-in. The number of participants is 27,623. The start time is February 1, which is the same as the start time of the first day of the activity. Click on the check-in to enter the interface of the middle picture. You can see that there is a management button above the homepage button. The function behind this management is the core of our secondary fission and reflux in conjunction with the WeChat group fission.

The administrator page can set the QR code for the show-off card. If you want to do secondary fission to the official account, you can replace the poster QR code with the official account QR code. If you want to return traffic to the WeChat group, you can change the QR code to the active code of the WeChat group. New users scan the code to join the group and start a new cycle of fission. This QR code can form a closed loop and secondary fission no matter what code is put in it.

The link to join the group is shown in the above picture. The official learning group shows that when you click to enter, you will enter the mini program customer service message, which will push the link to join the group to you, and the flow will also return to the group. The main reason for setting up multiple entrances to enter the group is because the mini program homepage itself also has traffic. If these users are also interested in this check-in, they will be directed from the mini program to the group. (This method can solve the current monetization problem of mini programs)

The above is a review of the growth of 10+ fans in 4 days. Now I will add some core regularities. You may have known about WeChat group fission for a long time. After so many years of development, various ways of playing have emerged. I will analyze the advantages and disadvantages of these ways of playing. I think it can be regarded as a teaching for those who are studying growth or want to learn about growth.

1. Process: Poster QR code to follow the official account – automatically reply to the group link – join the group – forward the poster to follow the official account – new users follow the official account to register – cycle

Disadvantage: Traffic loss. When users scan the code and see that they need to follow a public account, some users with weaker demand will give up following it. This part of users accounts for about 5%. The same goes for posters that are circulated to Moments; the fission rate will be very low.

Advantages: High attention rate.

2. Process: The QR code on the poster is the group’s active code – join the group – forward the poster to join the group – new users scan the code to join the group – loop – send the official account to the group to let users take the course – traffic terminates

Disadvantages: When sending the official account to the group for users to receive lessons, the user attention rate is 40%. 40 out of 100 people will follow the official account, and the proportion of people following the official account is relatively low.

Advantages: The fission rate is as high as about 1-1.2. The higher the fission rate, the longer the fission duration.

ps: How to calculate the fission rate: New group users/total promoted users = fission rate

The way to count the fission rate is to use a poster during promotion. The live code on the poster and the domain name are the promotional domain names. Calculate the number of visits to the promotional domain names or directly count the number of people joining the group on this line.

The live code of the poster forwarded by the users in the group, the domain name is the fission domain name, calculate the number of visits to the fission domain name or directly count the number of people joining the fission group.

3. Process: The QR code on the poster is to join the group – Scan the code to join the group – Forward the Taskbao QR code in the group (same as the poster) – New users scan the code – Go to the service account for unlimited exponential fission – Put multiple related tasks in the menu bar – One user can participate in multiple tasks

Advantages: Activities with a high fission rate can bring explosive growth to matrix accounts in this way. Each user may participate in multiple activities. If a user follows ten accounts in a row, it is equivalent to gaining ten followers.

Disadvantages: Not suitable for those with a small startup volume, the group cannot split, and the safety factor is low.

In summary, no matter which process you choose, you need to be flexible to achieve exponential growth. I don’t recommend that you just use a good process. Only practical experience can help you grow quickly on the road to learning growth.

Summary: As a young person who is engaged in user growth , I share with you my experience in hundreds or thousands of topics. I have only one purpose, which is to test and find effective methods for growth, whether it is a public account, a personal account, or an app, through countless growth techniques. Among growth hackers , many product managers will specialize in a growth model called the " AARRR Conversion Funnel Model ."