Public account fission: 0 budget, 3 times the number of fans in 3 days

A good fission method can be reused.

The number of users increased three times in three days, from 300+ to 1200+, but in fact the power of this fission method is far more than that.

In a small-scale test, we unexpectedly achieved surprising results. If we go all out, the growth would be conservatively estimated to be around 30 to 40 times.

The preparation period for this event was short and resources were very limited.

However, under this condition, such user growth can still be achieved, which has successfully verified the correctness of the "data collection + fission" logic.

In addition, I have personally implemented it and shared practical and feasible experiences. After reading it, you can practice it yourself. As long as you are well prepared, this fission method can give you super surprising results!

Below I will share with you the whole process of this user fission .

1. Background

2. Fission thinking

3. Find the Bait

4. Poster Design

5. Accumulation of seed users

6. Channel Promotion Strategy

7. Some pitfalls encountered

8. Thoughts and Conclusions

1. Background

Let me first tell you an old trick that has been tried and tested. I believe that you have often seen such induced sharing in your circle of friends before.

The above figure shows two sets of data for the design industry and the advertising industry.

The trick is nothing more than using a whole set of vertical industry information as bait. If you want to get the information, you have to follow the official account , post the promotional articles/posters to your friends circle, take screenshots as proof, and finally get the information.

As more and more people forward promotional articles/posters to their friends circle, in theory, it will continue to attract users to follow the official account, thereby continuously gaining users, and the cycle will continue.

There is a very important prerequisite for this logic to be valid: this information is indeed what the target users need.

If this condition is met, users will naturally pay.

Because people nowadays are very lazy, if you can integrate the resources others need in advance and the cost of obtaining them is very low, most users will be happy to accept it.

Based on this idea, I decided to try my hand in the vertical industry of blockchain .

Because blockchain reports are everywhere nowadays, square dance aunties and Toney teachers in the barber shop are all preparing to enter the market to speculate in cryptocurrencies. If ordinary people don’t understand what blockchain is all about, they will be really out of date!

However, a lot of blockchain information is now fragmented and lacks a more systematic organization.

Therefore, if you use systematic learning of blockchain as a gimmick, target users who are interested in blockchain, and use the systematic blockchain data package as bait, you can attract users to follow the official account.

2. Fission thinking

The traditional routine of this type of "collecting information and following public accounts" is as follows:

Distribute the promotional copy /poster to the target user group → guide users to follow the official account → forward the promotional copy/poster to Moments → take a screenshot of Moments and send it to the official account backend → the official account operator will send the information link to the user within 24 hours.

But there is a pain point:

After guiding users to forward to Moments, we don’t know how many people followed the official account through the Moments articles/posters.

Suppose a WeChat account has 500 friends in its circle of friends, but how many of them will actually click on the article/poster in the circle of friends, and how many of them will finally scan the QR code and follow the official account?

The answer is: it cannot be monitored.

For this purpose, I added the idea of ​​fission here and introduced a tool that can track how many people follow the official account through your QR code poster.

After adding this tool, the success of this event is guaranteed!

Because I can require: 2 people (or XX people) must scan the fan’s exclusive QR code poster to get the reward.

Imagine if every user participating in this event really wants this reward, then everyone will try their best to get 2 people to scan the code and follow them for this reward.

From then on, one person split into two, 2 became 4, 4 became 8...

With the above ideas, I sorted out my thoughts and came up with the following fission flow chart:

For this "information collection + fission", the bait I used was the system's blockchain information, and the carrier of dissemination was posters.

PS Originally, we were planning to spread the message through WeChat text and picture links. However, considering the dissemination scenarios in Moments and groups, the opening rate of posters is much higher than that of WeChat text and picture links.

3. Find the Bait

My target users are people in the blockchain circle, and most of them obtain information about blockchain in a fragmented way and lack a systematic understanding, so my bait is positioned as systematic blockchain information.

So where can we find such a systematic information?

To achieve a "system", you just need to organize the fragmented information and create a large and comprehensive appearance, that's it!

So the question now becomes: how to collect information about blockchain as comprehensively as possible?

In fact, there is no coincidence, we have to learn to copy.

Someone must have helped us collect information before, but what they collected was only information in a specific direction. We just need to integrate them all together, and it will be a systematic collection of information.

I usually look for information about various public accounts in Sogou ’s WeChat search bar. Just search the keyword "blockchain information" and a lot of them will come out.

After we have the baits, we package them and transfer them to Baidu Cloud Disk. Finally, we only need to share the download link of Baidu Cloud Disk and users can obtain the information. It is simple and fast.

4. Poster Design

It is no exaggeration to say that posters account for more than 80% of the importance of the entire fission activity.

Because the bait carrier chosen this time is a poster, the poster becomes the decisive factor in whether the communication is successful.

During the communication process, whether users will be attracted by your poster, whether they can be guided from your poster to follow the official account and proceed to the next step, all depends on how well your poster is made.

If your poster is rubbish, even if you have a lot of resources, the effect of the event will be greatly reduced!

Therefore, everyone must attach great importance to the poster and think about it carefully. It is not excessive to modify the poster more than a dozen times!

Since posters are so important, how can we ensure their quality?

Grasping the logic behind the appearance is the key to success. Fortunately, the design logic of fission posters has a routine.

This poster has been revised several times, let’s take a look at it together.

The poster was revised continuously from left to right, and the final version was determined before it was disseminated.

Now let’s take a look at the logic of each element in the poster.

1. Compared to an unfamiliar poster, if it is recommended by a friend, the credibility will be greatly improved.

People are more likely to choose things recommended by their friends. Here, the avatar, nickname and copy serve as a credit endorsement. I have already signed up, what are you waiting for, my friends?

2. The size of the title must ensure that it can be clearly seen in the circle of friends/group without clicking on it.

The content of the title must hit the pain points, such as "From 0 to 1" or "Learn about blockchain". Since most people don't understand blockchain, learning it from scratch will undoubtedly hit the user's inner needs.

3. The refined content should be clear.

For example, this blockchain information is listed in the order of document → audio → video. Try to include brand endorsement in the copy description: Zhen Fund recommendation, Li Xiaolai.

Compared with documents and audio, video learning materials are more popular, so the video is also a small highlight and needs to be highlighted. At the same time, when listing, it is not necessary to include every aspect. Remember to be comprehensive and only list the points that are attractive to the target users.

4. How do you prove that a good thing is good? The answer is to compare.

The 299-yuan Zhihu Live course is introduced here as an analogy to prove the value of this material. Add a limited-time free feature to create a sense of urgency and guide users to get it quickly. People have a natural desire for free things.

5. Guide attention, post the QR code, and enter the routine we set up!

After the PS fission poster is completed, let your friends who are in operations or friends in the vertical industry take a look at it first. You can create a small group to let them give their opinions.

What you think is good may not necessarily be good. In order to avoid being self-satisfied, we need to listen to other people's opinions and summarize them for modification. Good things are polished, and it is worth spending more time on the poster!

5. Accumulation of seed users

Now we have the bait and the posters are made, but to whom should we send them?

We still lack a group that can detonate.

The accumulation of seed users is something that you actually need to start preparing for early. This time, my preparation period was very short. I only spent one day looking for seed users and accumulated 40 blockchain WeChat groups .

Where do these groups come from?

Try your best to find it in apps, communities, forums, WeChat groups, Moments, QQ groups, and public accounts related to blockchain and Bitcoin .

For example, if you only need to enter the keyword "blockchain" in the app store or Android application store, a bunch of competing products will pop up.

Some blockchain apps have community /circle functions. As long as there is a community function, there will definitely be people posting advertisements on it and publishing various WeChat group QR codes. This is when we can enter early.

There are also popular communities like Baidu Tieba and Douban groups, where you can also find corresponding small circles like blockchain bars and blockchain groups, where you can also find some WeChat group QR codes or personal WeChat accounts. You can invite you to join the group by adding the other party as a friend.

You can also use WeChat’s Moments search function to search all your friends’ recent Moments. Maybe someone in your friend list has sent a blockchain group QR code, but you don’t know about it.

The same goes for other channels .

This type of seed user resources should be prepared early, and the accumulated amount should be larger.

Because in the fission process, vertical users have the strongest explosive power. If it is a group with low correlation or other miscellaneous groups, the fission effect will be very small.

If you want to achieve a good fission effect, you must focus your main energy on finding seed users.

In terms of quantity, if you want to grow to tens of thousands of users, I suggest accumulating 200 seed user WeChat groups.

In addition to vertical industry communities, you can also look for vertical industry KOLs or channel cooperation, and fully consider the other party's interests to have a chance to achieve cooperation.

Because my preparation period was very short this time, I did not look for KOLs and cooperation channels. If I had added these channels, there would be no problem in increasing user growth by 10 times.

6. Channel Promotion Strategy

When it comes to channel promotion, don’t use up all your resources right from the start.

One reason is the fear of overdoing it and not being able to handle the sudden burst of traffic with human resources. Another aspect is that the fission situation of each channel cannot be detected.

The recommended strategy is to release them one by one. The commonly used method is: first detonate high-quality vertical industry communities/kols, and then release them to ordinary groups.

This time, the resources I have at hand include not only the 40 blockchain WeChat groups that I temporarily accumulated (with an average of 100+ people in each group), but also 50 non-related industry groups and 100 advertising groups that I had accumulated long ago (for comparison and test data).

Prepare your promotional words and personal posters to be forwarded, and you’re ready to go.

Since this is a small-scale test, the promotion rhythm is relatively simple.

1. At 7:30 pm on Wednesday, promoted to 40 blockchain WeChat groups
2. Thursday evening at 8:30, extended to 50 non-related industry groups
3. At 12:00 noon on Friday, promote to 100 ad groups

When reviewing the data, we can see that the differences between these three channels are very large.

The fission effect of the 40 blockchain WeChat groups is far better than that of the other 150 groups. The users fissioned from the blockchain groups account for more than 95% of the total number of fission users. Among them, the 100 advertising groups promoted on Friday only brought in 7 users!

Therefore, the introduction of comparison between these 50 non-related industry groups and 100 advertising groups also confirms my previous idea that the bait of vertical industries is only useful if it is pushed to users of vertical industries. No matter how many people there are in other non-related channels, it is useless.

The conclusion is obvious: in terms of channels, there is no need to waste time on groups that are not relevant to the target users in the future. It is inefficient and has poor results.

You should get into the vertical industry circle early, get to know more industry KOLs and channels, and accumulate more high-quality vertical industry communities, which will bring the greatest explosive effect to your fission.

PS What’s interesting is that in the process of detonating blockchain-related groups, a brief screen-sweeping phenomenon occurred.

7. Some pitfalls encountered

1. In the promotion of blockchain-related groups, I used another small account "Linlin" to sneak into the group, hoping to act as a booster to trigger the seed users and cause group members to follow suit.

Since Linlin account has another function, when the user completes the two-person code scanning support, it will guide the user to add the WeChat account of the assistant Linlin, and then Linlin will send the link of the blockchain information to the user.

But in actual operation, he forgot to change Linlin's personal signature, which resulted in him being discovered as a shill in an instant, and the situation became a little awkward.

Therefore, during the execution process, everyone must go over the process in their mind to ensure that there are no problems in each step and every point before proceeding to avoid risks.

2. Even if the guiding copy is well done, there will still be some people who don’t know how to operate it. They will ask questions in the background of the official account, so you need to check the background information from time to time and reply in time, otherwise it will affect the reputation of the platform.

8. Thoughts and Conclusions

Judging from this small-scale practical operation, this "information collection + fission" has been successful.

If the number of vertical industry communities can accumulate to 200, and if more time is spent on finding cooperation channels and accumulating KOL resources, the fission data will be very impressive. (A KOL can bring in thousands of users by forwarding a post to Moments)

I don’t know if you have noticed that this fission actually has a flaw.

Although we are trying our best to guide users to forward fission posters to their friends circle/groups to obtain the scan code support of at least 2 friends and thus receive rewards.

But in fact, some users still do not choose to post to Moments/groups. In order to obtain QR code scanning support more quickly, A will privately send a message to two friends B and C, requesting them to scan the QR code. However, it is very likely that friends B and C are not interested in blockchain.

Therefore, for this part of users, the fission ends when it reaches level B or C.

This problem actually has an inherent relationship with bait, because bait is needed by users in vertical industries, not all users.

This gives us an inspiration: if we apply this routine to the mass product market, for example, giving away prizes such as Three Squirrels , shampoo, toothpaste, etc. as bait based on how many friends you invite, in order to increase the number of users for the corresponding brand, the effect will actually be amazing.

Of course, it also requires some costs.

In vertical industries, the users brought by this fission method are also highly vertical.

It took a week from the idea to the implementation of this fission, and I was the only one who did it.

I hope this case study can bring some inspiration to everyone, and I also hope that everyone can reuse it in their own industry and test the effect.

After all, only when you practice it, you can truly understand it!

——The End——

The author of this article @劲风 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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