12 viewpoints on knowledge payment + fan fission operation!

In the context of knowledge payment , more and more people are selling courses and knowledge content products.

Every now and then, I guess many students who work in new media or operations will have their circle of friends flooded with a wave of "knowledge payment" posters. For example, the previous ones from Xin Shi Xiang , NetEase Xi Jing, and the one from Sanlian Life Weekly not long ago.

And everyone knows that this kind of knowledge payment + fan fission operation gameplay basically has a viral forwarding and profit-sharing mechanism in it. It seems very simple. Every time it is on the screen, the number of fans can increase by 40,000 in one day and 100,000 in two days.

It makes people excited and itchy...

Below I will talk about my personal views on the knowledge payment + fan fission operation method!

1. First of all, this fan growth model is indeed the most effective and fastest method at present. Moreover, more and more companies and teams are beginning to try this model, which has been proven to be effective. There are also more and more corresponding service providers and fission tools , which also proves the development trend of this model.

In 2018, there will be more and more such attempts.

2. One thing you need to be clear about is that you may be on the screen every day, but that doesn’t mean that everything you do has been on the screen, and doing a lot doesn’t mean that everything has been done well.

The fact is, only a few people do well. Using this model does not mean you will embark on a path of rapid growth. There are many things to consider, many factors that determine success or failure, and even more uncertainties.

There is no model that can be done easily, and if there is, it would not make much sense.

3. Demand and pain points come first. The core of "knowledge payment + fan fission" is the word "knowledge". Fans are not stupid and basically understand the routines. The reason why they still play with you is that this knowledge point attracts them.

So don't put the cart before the horse. The design of the poster, the writing of the sales pitch, and the fission tools are not the most difficult things. There are ready-made cases and templates. The difficulty lies in the exploration and polishing of your courses and content. What is also difficult is the points that users are willing to actively recommend, in addition to the fission model.

4. In this fission model, fans basically need to share posters on their Moments. Fission is based on the fans’ social chain, but what is actually consumed is social relationships.

You may think that this is what your friends need, but you have a lot of friends, and not everyone needs it, or may even dislike it.

He has a lot of friends, and he may have seen 5 or 6 of them in one day, which makes him very annoyed. This is also what operators need to think about, how to keep the popularity going after it becomes overwhelming.

5. It is said that fans will split and spread the message spontaneously, but the reality is not that good. Most of them fail due to the difficulty of promoting the message.

Even if you think your knowledge product is very good, you should prepare more promotion channels , including a list of paid channels , and plan all the cut-off points for the event launch. It would be best if it has enough exposure after the launch and goes smoothly.

If not, let the channels step up and add fuel to the fire.

6. Fan growth is never the final result, but a process. Everything will eventually transform into final operations and long-term conversions .

Therefore, the success of the fan fission activity is not the end, but just the beginning of the next challenge. At this time, your courses, your services, your official account , or your APP will be subject to comprehensive tests. These will be directly exposed to fans, which will determine whether you can achieve long-term sustainable development.

Ultimately, the difficulty lies in retaining fans and continuing operations. Increasing fans is just a step in operations.

7. Risks definitely exist. To put it simply, we have to consider issues such as posters falling on deaf ears, insufficient server traffic , users not being able to find contact information, a large number of fans leaving after the event, a large number of user complaints causing negative impacts, and interference from peers.

To put it in a broader sense, once the coverage area is relatively large, it is easy for the authorities to block links and accounts, which is the last thing we want to see. Therefore, try to divert the entire activity to several platforms, and let each platform realize its own functions. For example, a public account pushes copywriting, fission is completed in the WeChat group , and the knowledge entrance is in another public account.

On the one hand, traffic is not concentrated in one place, and on the other hand, sensitive elements should be avoided as much as possible from occurring within the official account.

8. With the rapid development of the new media industry, there will definitely be more and more new media industry regulations in 2018, both from policies and from platforms. There will be more stringent regulations on what can and cannot be done.

Models like this "knowledge payment + fan fission" will also have more restrictions. If you always follow the old routine, it will be very dangerous. But what I know is that there will always be a way to crack it.

9. How long can we go on this road? I think it will always exist and will always be effective. Because of people’s anxiety + the desire to take advantage.

In the era of the rise of knowledge, people's anxiety will become stronger and stronger, while the mentality of taking advantage will never disappear. This model itself is based on the weaknesses of human nature. Everyone knows the routines and everyone understands the purpose of the operator. In the end, it depends on how patient the fans are and to what extent this model has spread.

In my opinion, this style of play will continue and is an effective long-term approach, but the gameplay will have more upgrades.

10. It is better to do it as early as possible. There will be more and more such operational activities, course posters in the circle of friends and WeChat groups will become more and more frequent, the social relationships of fans will be increasingly depleted, and the bad money driving out the good money will always be a reality. Coupled with various policy and regulatory suppressions, it will be more and more difficult to do it later.

So, if you want to do it, do it as soon as possible.

11. People who are now engaged in Internet marketing , operations, and copywriting are the source of routines. They are already accustomed to all kinds of "routines" and may even be better at them than you.

It is better to use fewer tricks when dealing with such a group of people. They are not stupid and can see through your tricks at a glance. To win their "hearts", perhaps what is needed is sincerity, sincerity, and sincerity.

12. The last point I want to make is that when we say screen-sweeping, many times we see something very popular in our own circle of friends, but every time we jump out and ask about other people’s circle of friends, it is always so calm, as if nothing has happened.

What you see may not be what happens in the world!

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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