Fission Methodology | Free Bait: Teach you how to swipe the screen like NetEase?

The bait settings can be divided into two categories: those that require money and those that do not require money. There is no good or bad, choose for yourself.

• For money:

The advantages are that it is simple and crude, and the effect is quick. The disadvantage is that it requires a budget. This type of bait is recommended for entry-level users because it is easier to produce results.

• Free of charge:

The advantage is that once the effect comes out, it is likely to go viral. The disadvantage is that the operation method is more sophisticated. This type of bait is recommended for advanced players, maybe it will flood the screen with ads. Remember that simple methods are effective, but everyone is doing it and it's hard to stand out. Free baits mainly fall into two categories: free and fun.

People all have one common psychological attribute: they love to take advantage. It’s just the difference between each person’s strengths and weaknesses. Taking advantage of others is not actually a derogatory term, so don’t reject it. Sometimes I feel that human nature cannot be explained too thoroughly. If it is explained too thoroughly, life will become boring. But when doing marketing , you must make full use of human nature. Why do people like to take advantage? Because people are narcissistic, their inner OS is: "Look how smart I am, I got the advantage, so cool" Therefore, no matter how cheap your product is, if it does not give users the feeling of getting a bargain. Sorry, users will not only not buy your product, but will also doubt the quality of your product.

So how do you set the bait? In a word: widen the gap between the original price of the bait and the actual price.

1. Free bait usually uses virtual products. Common and universal virtual products include: information packages, courses, resource communities , etc.
2. Use copywriting to brag about how awesome the bait you provide is.
3. Give the bait a stock price, it’s okay to set it a little higher, and if you want to be exciting, add a time limit;
4. Give the user instructions on how to obtain the bait, but pay attention to the user's operating cost. If it can be done in one step, don't do it in two steps.

Let me share the fission of a big name who teaches writing. This is the fission of a personal account, which is achieved by giving away information packages for free to attract new users. As shown in the figure

Let’s analyze the case: 

1. The title sets up free bait. Pay attention and circle the key points. It will be tested in the exam: "1 million" is the key point. This is to increase the original price of this information package. On the one hand, there is an original price of 299 yuan at the bottom of the poster. On the other hand, the title has already told users that this set of information can make 1 million. But can everyone earn 1 million by reading this data pack? No, if possible, please give me 10 sets of data packs. This is how we analyze it from a marketing perspective, and it is very realistic, but users will not think so. If users think it is worth it, then we have achieved our goal, which is to increase the original price of the bait.
2. The middle part of the poster actually does the same thing as the title. If the title is the argument, then the middle part is the evidence. The purpose is to increase user trust. No matter how good the bait is, it will be useless if users don't believe it. In addition to the method in this case, that is, writing about your own experiences, you can also use endorsements from big names to increase user trust. We have previously analyzed the case of playing with the community 666.
3. Action instructions are given at the bottom of the poster. Scan the QR code and reply “write” to get the free gift. In fact, don’t underestimate this sentence. If there is no such sentence, put a QR code at the bottom of the poster, users will think about it, and thinking will inevitably increase the churn rate. Set up free bait and remember to give simple instructions. However, you need to pay attention to the text below and avoid the words "follow the official account to receive xxx" to reduce the risk of fission.

• Creative bait:

The advantage is that if the creativity is good, the fission effect will also be good, and it may even go viral. But the downside is that creativity is costly and therefore unsustainable. Many times, creativity is often something that advertising companies need to do, so for general companies, it is recommended to give up this path.

• No need for creative bait:

The advantage is that fission is effective and does not require much creativity. The disadvantage is that users will get bored after playing it too much. Of course there are ways to optimize it. It is recommended that if you choose a fun bait, you can choose this type that does not require creativity.

• Bait form:

Test class H5. This type of activity has been proven to be effective since 2016. And depending on the content of the test, it will be interesting in different ways.

• Bait topic:

There are several types of themes: non-hotspot type, hotspot type

Non-hotspot type: This type of bait is like the NetEase personality test that was all over the screen some time ago. Users will actively share the poster because they find it interesting.

Hotspot type: In fact, it is still a test-type activity, but it needs to take advantage of the hot spots, such as the college entrance examination that was all over the screen before, military uniform photos, etc. Of course, when some big IPs appear, such as a movie , or the World Cup , etc., it is also possible to piggyback on such IPs.

• Page Interaction:

There are three main types of page interactions:

1. Multiple-choice question interaction, that is, several single-choice questions are given for users to choose, and then a poster is generated;
2. Fill-in-the-blank interaction, which requires users to fill in certain information and then generate a poster;
3. Click interaction, generally this type of interaction is a bit like a lottery, such as flipping cards, drawing lots, etc. Through the user's click interaction, a poster is generated.

• Test topic settings:

The topic is simple:

From the perspective of the scenarios in which users participate in the test, it is actually fragmented. Suddenly, they see something shared in the circle of friends and find it interesting, so they click in to test it. Therefore, the test questions must be simple, so simple that you almost don’t need to think about them. It cannot be said that every option requires the user to spend 10 minutes calculating to come up with a solution.

The topic has a theoretical backing:

Take the NetEase psychological test that was all over the screen a few days ago. It contains real personality analysis based on "Jungian psychology". Someone might ask. Anyone who knows about psychology knows Jung, but those who haven’t known about it don’t know Jung. Is there any point in writing about him? Yes, there is a word called "unclear but powerful". As long as it is written down, users will feel that this test is professional and not a random question. Because of the random questions, users will feel that they have been cheated and will be disgusted with this type of test.

• Test answer settings:

The test answer can be summarized in one sentence: no matter what theoretical support you write on your poster, the result must be positive. For example, endorsing Jungian psychology, NetEase asked everyone to take a test, and the results showed that you are a lonely and dark person inside. Do you think you will share it? Sharing is for showing off, not for destroying your image. Only things that praise users can be used for users to show off. So, you find a very funny thing, that the various theoretical endorsements in the questions actually have no direct correlation with the test results. You know.

• “Inducing sharing”:

I have bad news for you all. When I was writing this article, NetEase’s personality test had been blocked. I won’t explain why NetEase was blocked by Tencent. However, for our fission, after user testing, we still need to give users a strong instruction to share, but we must optimize the copy, such as replacing it with words such as PK with friends, etc., to reduce risks.

• Attract new customers:

This type of testing activity can have a relatively good effect on brand exposure, but how to attract new users to the official account or personal account? In fact, it is to attract new users by distributing benefits. That is, after the user completes the test, you can say "For more fun XXX, follow the official account", "Scan the code and reply xxx. Get the Jungian psychology e-book ", etc. In fact, you just need to put the free bait here, as long as it is consistent with the content of the test activity.