The logic behind traffic: How to achieve community fission growth?

This article uses real data to deeply reveal the rules of group fission growth, allowing you to explore the traffic logic behind fission growth and see how to achieve fission growth.

1. Introduction

WeChat Internet is the main battlefield for traffic competition. Traffic acquisition has gradually evolved from being mainly based on public accounts , supplemented by personal accounts and WeChat groups in the early days, to a three-in-one traffic matrix combining public accounts + WeChat groups + personal accounts.

Among them, WeChat groups, as an important channel for traffic diversion and transfer, are receiving more and more attention. Efficiently acquiring traffic to WeChat groups through group fission, and then realizing the transfer and sedimentation of traffic, has become an essential skill for all players.

In 2018, growth hacking became very popular in the Internet operation industry or growth field and became a buzzword among people. In this context, whether due to KPI pressure or to keep up with the trend, everyone has more or less played a few rounds of group fission (if you haven’t played it yet, I’ll tell you quietly, you have to go and reflect on it, bitter face~) in order to realize their dream of becoming a growth hacker, becoming a chief growth officer, buying a house and a car, marrying a beautiful and rich woman, and reaching the peak of their life.

Only after tasting it can you know how strong the wine is; only after playing with it can you know how deep it is. This is everyone's universal methodology. But when it comes to group fission, I bet that unless you are a veteran driver, few people can fully understand how deep the water is and how smooth the routine is.

Next, we will use real data to deeply reveal the rules of group fission growth, allowing you to explore the traffic logic behind fission growth and allowing your subsequent user growth to be smooth sailing.

2. Online education public account follower growth case

1. Activity Preparation

• Activity purpose: Increase the number of followers of the public account by 15,000;
• Target group: college students who want to prepare for postgraduate entrance examinations;
• Activity bait: Postgraduate entrance examination review package + postgraduate entrance examination policy video explanation;
• Start-up traffic: 300,000 followers of the official account and 10,000 friends of the personal WeChat account;
• Activity duration: 3 days;
• Preparation of fission tools : automatic group creation, embedding live codes into posters, setting up various scripts, having customer service join the group in advance, tool testing, etc.

2. Event promotion

The entire activity cycle is short, mainly including two waves of promotion actions and one wave of conversion actions:

• First promotion: On the morning of the first day, the copy and event poster were pushed on the WeChat personal account Moments ;
• Second promotion: On the afternoon of the first day, push pictures and texts of the event on the WeChat official account .

Users are directed from WeChat groups to the official account: within 30 minutes after the group is full of people, a group announcement will be pushed to notify customers to go to the official account to claim the event benefits.

3. Activity effect

Data description:

• Total group entry rate = total number of people entering the group / number of people scanning the live code * 100%, representing the live code conversion effect
• New users added by fission = cumulative number of people joining the group – number of seed users joining the group, representing the net increase of users in the group fission
• Startup traffic import rate = number of seed users entering the group / total startup traffic * 100%, representing the activity opening rate or trigger rate
• Average rate of bringing people in = number of new users added by fission / number of seed users joining the group * 100%, representing the rate of seed users bringing people in
• Official account conversion rate = number of new official account users / number of new fission users * 100%, representing the conversion effect of group fission new users on the official account

The effect of this fission activity was in line with expectations. The specific data of the activity is summarized as follows:

(1) Fission effect:

(2) Conversion effect:

4. Activity flow curve

During the entire fission activity, we monitored the fission flow , drew the above flow curve, and analyzed the flow curve characteristics as follows:

1. Judging from the curve shape, this is a typical short-term fission activity that triggers traffic;
2. As the promotion continues, the overall traffic growth rate shows a characteristic of first high, then low, and finally flattening out;
3. After the activity was promoted through the official account , a large amount of traffic lined up to join the group. After a short period of accumulation (i.e. the blue inflection point in the curve), the traffic reached its peak.
4. In the second half of the event, long-tail traffic tended to stabilize and lasted for a longer period of time.

5. Active User Growth Model

We recorded the user growth data after each promotion action, abstracted it and came up with the above user growth model, and analyzed it as follows:

• The traffic funnel is basically consistent with the average reading rate of pictures and texts in the official account: the user activity opening rate is around 6%;
• The user growth model of group fission is a spiral upward growth. The more concentrated the traffic burst, the higher the user growth efficiency.

3. Analysis of the rules behind the cases

The above example is a real case, which analyzes the fission process of a user growth activity from a data perspective. Through our observation, successful fission activities maintain similar data trends to the above case.

Behind the data, we have extracted the following details of group fission operations :

1. Fission activity should be short, flat and fast, generally controlled within 7 days;
2. Seed users are essentially the first batch of users reached by the activity. The larger and more accurate the startup traffic is, the more seed users you will get.
3. The fission poster must be polished with emphasis, creating price anchors, a sense of urgency, and well-known KOL platforms in the industry, etc. It must be able to capture the user's attention at a glance, mobilize the user's emotions, and stimulate the user to scan the code;
4. The bait must be new and scarce, and must meet at least one specific need of the target user . In this way, we can use the information gap to attract users;
5. A WeChat account can enter about 10 groups a day. Your customer service account must enter the group in advance, monitor the situation in the group at any time, and respond to user inquiries and deal with advertising parties in a timely manner;
6. People are lazy and tend to take chances. After users join the group, the poster forwarding rate should be monitored in a timely manner and users who have not posted pictures should be reminded in a timely manner. For a successful fission campaign, the poster forwarding rate should reach more than 60%;
7. Long-tail traffic is often more accurate and cannot be ignored;
8. The activity benefits promised to users must be delivered in a timely manner so that users can achieve success in a timely manner. It is recommended that the benefits be distributed within 1 hour after the user completes the task;
9. Actions such as traffic diversion and conversion must be quick, strike while the iron is hot. Focus on conversion rate. For a successful fission activity, the conversion rate should reach more than 70%;
10. Make an estimate of the activity effects in advance based on the existing resources and develop a contingency plan. Once any deviation in the activity effects is found, immediately analyze the reasons and supplement the contingency plan.

4. Universal formula for fission

Everything has its internal laws. Fission growth, as the most effective way of growth, is a systematic project. Through big data analysis of thousands of fission activities, we have distilled 7 factors that directly affect the results of fission growth: starting traffic, starting traffic accuracy, activity open rate, poster attractiveness, poster forwarding rate, average number of WeChat friends per person, and circle of friends poster open rate.

1. Analysis of seven major influencing factors

Each influencing factor is affected by other factors. We further analyzed and combined with the existing official public data to draw the following conclusions:

2. How do the seven major influencing factors affect a fission activity?

So, how do these 7 factors affect our fission growth?

We further analyzed the internal connections of these seven influencing factors, and the results are shown in the following figure:

Different fission players have different resources, fission intervention levels, and operational skills . When actually operating a fission activity, you can first predict the effect based on the above experience, then play to your strengths based on your own characteristics, and try to avoid obvious shortcomings, in order to achieve the best fission effect.

3. The Ultimate Code for Group Fission Growth

As an operations practitioner, explicitly revealing the essence of operational actions in the form of data is an important operational thinking . Based on the above analysis, we have formulated the internal rules of group fission growth in order to provide fission players with a more direct, effective and reference-oriented fission model:

Ui = Fq * Fd% * Eo% * Pa% * Pr% * Wf * Po%

1. Ui: represents the number of new users added by fission;
2. Fq: represents the start flow;
3. Fd%: represents the start flow accuracy;
4. Eo%: represents the activity opening rate;
5. Pa%: represents the poster attractiveness;
6. Pr%: represents the poster forwarding rate;
7. Wf: represents the average number of WeChat friends per person, and takes the constant 128 as a reference;
8. Po%: represents the opening rate of the poster in the circle of friends.

5. Fission will not stop

Now everyone is talking about the second half, so when will the second half come? What is the situation in the second half?

The life cycle of a product or phenomenon mostly goes through the stages of birth, development, bubble, iterative update, and end. Group fission, as a shortcut to acquire traffic, is being valued by more and more industries, and it is too early to talk about the second half.

Under the wave of the Internet, most people are just going with the flow and creating anxiety for each other. No matter how high the tide rises, traffic acquisition is the eternal theme. Instead of waiting to adapt to the trend, it is better to update your skills first. As long as you grasp the underlying logic behind traffic, you will not fall behind the times. Even if the makeup is washed off and the tide recedes, the person swimming naked will not be you.