Practical Tips: How did you get 1.5 million new fans through an event?

Speaking of voting activities , it is not new at all, but even for this single voting activity, not everyone can do it well. Some people make amazing effects from voting, while others spend money but can't make any waves.

Today, we will mainly review the voting activity of QQ Music's "Annual Peak Sharing Chart" and talk to you about how to plan a successful voting activity. What are the key factors? What are the activity operation rules that can be used as reference?

QQ Music takes fan economy as its direction and plans a voting activity to divert traffic from the APP to the WeChat official account , namely the "Annual Peak Sharing List", which allows fans to vote through a ranking list (this voting can be done in the APP and on the WeChat official account ).

Starting with the fan group laid the foundation for the success of this event, because the obvious characteristics of the fan group are a sense of identity, participation, and superiority. In response to the "three senses" of fans, the operation threshold of voting activities in the form of rankings has become lower, and the effect achieved is very good. It can be said to be one of the most cost-effective operation methods. QQ Music ultimately achieved an increase in downloads, and its public account also gained 1.5 million followers.

1. First, using the voting function in an event can more centrally attract the target group and the social circles around the target group, making the event participants closer to the target group and increasing the effectiveness of the event;

2. Secondly, voting can motivate participants and trigger spontaneous dissemination among users, especially ranking-type activities which are more likely to reach 1 million+. This is especially true of QQ Music’s “Annual Peak Sharing Chart”, as the ranking of each idol is very sensitive to the fan group, and there is a sense of shared honor and disgrace.

Therefore, similar celebrity popularity rankings, whether at home or abroad, as long as they grasp the pain points of fans, no one will sit idly by and watch their idols, and they will also spread the news within the group. Because fans' support for their idols is not just love, but also a sense of honor and satisfaction in helping their idols reach the top.

1. Form effective communication

There are generally two ways to spread an activity. One is to have your own channels and spread it through them. The other is to set sharing as part of the experience and let users spread it. Sharing channels can include WeChat, Weibo, QQ, and news self-media platforms .

2. Reasonable process and good activity experience

Many voting activities require following or downloading before voting, but there is no good following path, which makes participation more difficult and greatly reduces the number of participants.

However, if these restrictions are lifted, the user interaction participation rate will increase significantly. The figure below shows the number of voters for QQ Music's annual peak sharing list. After the restrictions were lifted, the number of people participating in the event increased explosively.

3. Setting up activities to stimulate competition

(1) Voting mechanism

Voting is conducted every day, and the voting limit for each person is adjusted in real time. In the early stage, the gap is minimized as much as possible to attract more people to sign up. In the later stage, the voting limit for each person is lifted, and the gap is widened as much as possible to enhance the competitive atmosphere.

For example, on QQ Music, you can cast 5 votes by logging into the client, and 10 votes on the WeChat public account, so each person can cast 15 votes.

(2) Voting benefits

By setting up voting benefits, voters can randomly obtain corresponding gifts, which continuously motivates users to participate in voting. "Then why don't I see QQ Music setting up voting benefits?" Because of the nature of its activities, there is no need to set up benefits. The target group is fans, and the activity can be effective without benefits. This group naturally has a spirit of sacrifice and dedication towards their idols (no bad meaning), and they are the ones who actively participate after the event goes online, and sending their idol to the top is the best benefit they can get. If your target group does not have this characteristic, you still have to use benefits to attract users.

(3) Time setting

It is generally better to control the voting period to 3+7 days, with 3 days being the warm-up registration period and 7 days being the voting period.

4. Optimize the activity page

The setting of the event page also plays a vital role in the event, because the first impression is the key to arouse users' interest.

Compare the three versions of QQ Music's activity page:

(First Edition)

(Second Edition)

(Third Edition)

• The first version is quite eye-catching in terms of visual design, but in an era when the "minimalist" style is popular, the design feels a bit heavy.
• The second version looks more advanced, but the only drawback is that the design of this version is not that stimulating to users.
• The third version has clear functions and simple page operations, with the emphasis on "voting" so users can understand it at a glance. The continuous rolling of “number of participants” stimulates fans’ sense of participation. In addition, the top three artists are highlighted, highlighting the superiority of the idols and fan base. The user experience will be greatly improved because users like pages that are easy to understand, easy to operate and willing to spread. About 10% of QQ Music's UVs are brought by users' spontaneous sharing, which shows the importance of an event page to the event.

Now that we have a general understanding of the voting process and details, how do we set up a voting activity in the APP?

Take Yibang as an example. The APP launched a voting activity - "Changchun Square Dance Competition" with the purpose of attracting new users and promoting activity.

First, use the " landing page " to warm up the registration offline from June 12 to 16. After a few days of warm-up, launch the "voting event" in the APP from June 22 to 30. Since it is a voting event, vote canvassing is possible, so contestants can share and let their friends vote for them, and their friends can also canvass for them, further enhancing the dissemination of the event. According to the funnel data analysis , the effect of this voting activity was relatively ideal, with a user opening rate of up to 100%, a participation rate of 80%, and approximately 1,500 new APP downloads.

(H5 offline registration)

（Voting page）

Voting activities may seem ordinary, but in fact there are still many aspects that can be improved and made more interesting. These creative ideas may be just a small action of yours, or a small change in a small link, which can greatly improve the effectiveness of the activity.

Source: Activity Box Operation Society