By mastering these points, you can also plan an event that will sweep your circle of friends!

All of you in the Internet industry should be aware of the various recent examples of online courses going viral. Do you think that these big brands have created a viral communication model because of their vast resources and comprehensive connections?

What if I tell you that every small business, or even every individual, can create a massive online course that goes viral?

The editor has followed a lot of courses that have been popular on WeChat Moments , and the reasons for their success are no more than the following points. I hope it can provide a reference for friends who are planning related activities.

The first step is to think clearly about why users want to forward your course poster and what pain points your poster hits that make them want to take your course.

The editor summarizes several reasons here, as shown in the figure below:

1. Find the people in vertical industries

First of all, you need to think clearly about the vertical groups in your industry and where they are distributed. The easiest way is to start with QQ groups and WeChat groups , blend in with the people in them, and find precise industry groups to cultivate seed users .

2. Like to follow the trend

In fact, in the past, when NetEase, Qianliao and other platforms broadcast course marketing , some people who forwarded the content did not really want to listen to the internal courses, but wanted to show off, or have a sense of superiority from having discovered something new in advance.

For example, if I know first that NetEase has launched this course, or that this course has been forwarded by a KOL in a certain industry, people who follow this KOL will automatically forward this course. They may even forward course posters from industries that are not related to this industry. This is a form of following the trend.

3. Activities that involve participation

Some platforms previously used a new model when promoting course activities , which was to allow users in the community to watch the course dissemination model, as well as the method of forming groups to compete, to create an immersive sense of participation for users and allow users to spontaneously spread the activities for you. This model can be further explored and communication can be considered from multiple angles.

4. Identify user needs

With so many courses available now, what’s your point that really attracts users to forward your courses? These things can only be discovered and accumulated through your daily communication. Only through daily communication can you discover the real needs of users. Taking this as a starting point, and then using a series of auxiliary promotional methods, you can achieve the expected or even unexpected crazy effects.

Some people may think that those god-level marketing methods that sweep the screen require a lot of money and a lot of resources to promote them, but this is not the case.

1. Why do users forward?

The reason for forwarding is actually as mentioned just now. Some users forward it not purely for the purpose of attending the class, but mainly as a way to forward it to their friends circle to attract personal connections, or "Hey, this thing is pretty new, I want to forward it to let others think that I am influential, knowledgeable, and know all this", or "Wow, NetEase has started to flood the screen with posts again, and no one has forwarded it in the friend circle yet. I am the first one and I am the most informed".

So how you stimulate your users to spread the message with this mentality depends on your own thinking.

2. If you don’t have a big brand endorsement

For example, some wealthy companies like to find some big companies to endorse them, such as joint promotion, and add the joint promotion partner’s LOGO on the poster. But you have neither a big company’s brand endorsement nor a joint promotion partner. What should you do?

A good way is to promote the course on the website of each major company platform , so that you can use their logo. For example, if you promote the course on Tencent Classroom, you can use Tencent's logo, so that you can have the endorsement of a big brand.

3. Reduce decision-making risks

If your poster is ready, all you need is a promotion channel . The most direct and effective way is to find KOLs to help you promote it .

There are many KOLs nowadays. Try to select KOLs from the same industry to endorse you. Be precise in the invitation method and wording. After inviting these KOLs, it is very important to let them spread the message at a fixed time .

This is also a method based on user psychology, which is to make users feel that "so many famous people have been commenting on this course, so I definitely won't be cheated if I buy it ", which can reduce users' decision-making risks.

4. I don’t have enough resources to invite KOLs

After all, there are only a few platforms with KOL resources, so there is only one way, which is to rely purely on users to help you promote your course . Similarly, the way to let users help you promote your course is to meet the three psychological needs of users:

(1) Find out what the relationship is between this course and users?

(2) What can it bring to users?

(3) What can you gain for yourself?

The target users found from these three perspectives are the core group for your platform.

1. Comply with user identity

When you are making a poster, the first thing you should think about is why he wants to spread the poster. You should give users a reason to spread the poster.

This reason must be positive and show the user's image, such as being tall, handsome, and loving to learn. Everyone has their own social class, so you need to design a poster that matches the user's identity level.

2. How to write the title

The copy mainly describes the needs of users. There are too many related courses on the market. How can you make your course stand out? At this time, you need to learn from your competitors , find their direction and design concept, and then from the initial imitation and reference to the later differentiation, find the positioning of your own product.

Please note that you must not describe the information of this product. Don’t write big and general things on the poster. It must hit the user’s pain points and have a reason to forward it.

Also, the font must be big! Try to understand what the video is talking about without clicking on the large image, because users usually only have about 1 second to consume fragmented information, and they may not want to waste traffic and time to read the detailed words on your colorful poster.

The color tone and style must be distinct. For example, when you see an APP on your mobile phone, you will know it is Alipay as soon as you see the blue "支", and you will know it is NetEase Cloud Music as soon as you see the red background. You should make users aware of the brand so that they will spontaneously forward and spread it for you .

3. Feature List

Try to list the benefits that can be brought to users on the poster, and also solve a practical problem. Don't be too vague or empty, as this may make users feel deceived. Be careful not to pile up product information. This is the same as the point mentioned above. There must be specific and practical needs. We need to describe to users a sense of scenario and a lifestyle that they aspire to .

4. Trust endorsement

For example, you can ask other KOLs to present their names and avatars on the poster when they repost it for you, and then include the user's own name and avatar when designing the poster fission rules, giving the user a feeling that "this is exclusive to me."

5. Benefits

Now most of the poster fission rules are to invite a few people to scan the code . If you invite three people, you will get some internal materials, or the price will be halved and other benefits. If you invite ten people, it may be free. Anyway, the purpose is to give users a feeling that " you must take the benefits, otherwise you will suffer a loss ."

Just like the way NetEase swiped the screen before, it directly hit the user's pain points and the reason for spontaneous spread is not only that the courses are attractive, but more importantly, it can make money. This is a distribution model, but this method does not seem to be highly recommended now, so I will not elaborate on it here.

6. Sense of urgency

Try to add words such as "limited time sale" or "only the first XX people will get XX" or "countdown" on the poster to create a sense of urgency, so that users will pay more attention to the event and want to spread the word quickly.

The author of this article @51c00 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games