Review! Alipay's promotional tactics of sending 1 billion red envelopes

After the amazing copywriting of Alipay red envelopes ravaged major social platforms, it finally attracted the attention of media outside the circle and self-media , such as "Attention! If you receive these " Alipay " red envelopes in the next two days, don't click on them" and "I heard you have 800 ways for me to copy the password? 》 articles began to flood the screen with "popular science" information. At this point, the Alipay red envelope project can basically be said to be dead for most of the freebies , although there is still a long time before the deadline of March 31 for this freebie. (Except for those who are lucky enough to read this article)

Since this project has a broad mass base, I would like to dissect the promotion tactics behind it for everyone to help friends who follow this account to act quickly and accurately when they have the opportunity to make money in the future.

Project Overview

Entering the second half of the year, after several rounds of competition between Tencent and Alibaba in the offline mobile payment field, Tencent's payment share rose rapidly. Alipay may have panicked and quickly launched the Payment Crazy Month, releasing a 1 billion bounty to impact the social traffic pool...

Alipay uses a banner in a prominent position on the first screen to provide an entry for the " Send Red Envelopes and Earn Bounties " activity. This is different from what the media said: "When users pay offline, merchants can recommend users to scan the code to receive red envelopes, and the merchants will receive corresponding bounties after the users use it. The red envelope money received by users and the bounties received by merchants are all borne by Alipay. This move is to further popularize mobile payments among small businesses." In the "Alipay Red Envelope-Money Making Guide" officially provided by Alipay, emphasis is placed on "selecting QR codes/ WeChat /QQ, etc. to send to friends." A more accurate statement should be that some people are so angry that they are willing to spend a lot of money to drive social relationships and increase their presence. In addition to the considerations of conquering cities and occupying merchants and cultivating user usage habits, they directly enter the opponent's core ecology and take the lead in the payment business to use offense as defense to ease the panic in their hearts .

The big shots are fighting, and in order to win over the masses, Alipay is directly giving out money. Just go to the "Send red envelopes to earn rewards" entrance on the APP, click "Earn rewards immediately" to generate your own QR code or Alipay password and distribute it. If someone receives a red envelope through your code (the amount is random up to 99 yuan, and the vast majority is less than 1 yuan) and uses it offline, you can get an Alipay reward, the amount is also random, up to 99 yuan (generally you can get as much reward as the red envelopes received by the invitees).

In the latest version, "X used your red envelope, and you also got one" has been changed to "X used the red envelope, and your bounty has been deposited into the balance". Please carefully experience the differences.

After you receive the red envelope, it will show that the bounty is on the way and will be valid for 3 days. If the other party uses the red envelope within three days, you can get the bounty and it will be directly recharged into your Alipay balance. The feedback is timely and the experience is very good. It is easy to get addicted.

It sounds quite troublesome, and the conditions are somewhat complicated. In addition to receiving the red envelope, you also have to use it in specific offline scenarios. However, as a national-level application, Alipay has a very strong penetration and usage rate. Basically, as long as someone receives your red envelope, there is a high probability that they will use it. Some people can't sleep at night if they don't use the red envelope.

Therefore, the most important part of this type of project is promotion - expose your QR code as much as possible, send out commands and guide others to receive red envelopes.

Promotion routine review

Any effective promotion must find the right people and say the right words through the right methods and channels .

It involves several elements: promoters, audiences (data or traffic), rhetoric (content), and channels . A promotion plan is an organic combination of these elements according to the promotion logic.

As for wool projects, due to the simplicity and clarity of the profit model, the promotion plan is also simple and crude.

The most important knowledge focuses on the audience, words and channels.

As far as this Alipay red envelope project is concerned, the promoter's self-analysis part can basically be skipped. It is not a long-term big project, and it would be funny to make a big fuss about it.

In terms of audience, although Alipay has a good mass base and is user-friendly, based on the requirement that the reward for this Alipay red envelope project must be paid in offline physical stores, it is best to select urban users for the data, as there is a lack of consumption scenarios in rural areas.

The so-called "promotion routine" is mainly reflected in the choice of channels and corresponding words. Below, I will review some of the most exposed promotion methods in the Alipay red envelope project (and disclose exclusive original promotion tricks) -

1. SMS promotion

SMS has always been the nuclear weapon of the freeloaders, with a high reach rate and an extremely high opening rate. Theoretically, there is no upper limit on the number of messages you can send as long as you are willing to invest. At the same time, the lowest cost of a text message can be negotiated to around 0.03 yuan, generally 4 to 5 cents, and an Alipay bounty basically starts at 0.1 yuan. The profit margin is obvious, so SMS often becomes the vanguard of the promotion of such projects.

Among the ten major users of this Alipay wool-pulling competition, seven may be SMS traffic.

Massive (10,000+) text messages are mainly sent through third-party text message platforms, which are not recommended here. You can find a lot of them by just searching on Baidu. If you want to send a hundred messages to earn money for breakfast, you can also use your own mobile phone to send group messages.

The biggest limitation of SMS flow is that the content of SMS needs to be reviewed by the operator . Generally, during the marketing peak period at the end of the year, normal corporate SMS messages sometimes cannot be sent. This time, some people are lucky and sent a batch of SMS when the operators turned a blind eye. Recently, no one has received related harassing messages, which means that they failed the review.

As for data, mobile phone numbers cannot be bought and sold publicly, but many Taobao stores often have tens of thousands, hundreds of thousands or even millions of data. There is an unspoken rule of exchanging data. In addition, it is not difficult to buy a rule from Octopus and collect data yourself. There are many ways.

As for the art of speaking, here are two classic examples:

The words of speech are instructions. According to the scenario of text messages, clear instruction information must be conveyed in the fewest possible words. First of all, [Alipay Red Packet] has taken advantage of Alipay's endorsement to solve the trust problem. The instruction of "Copy this message to open Alipay" is simple and clear. "Receive a cash red packet of up to 99 yuan, once a day, valid for a long time" is a bait, and at the same time it is informed that it can be received every day. This move can greatly increase the yield of a single person.

If the text message passes the review, you can add a sentence at the end: "Sharing this information with friends can increase the amount of your prize" or "Sharing this information with friends can increase your chances of receiving the prize" to try to do something about fission.

The art of speaking may seem simple, but it is actually complex and a single word difference can lead to a huge difference in the effect.

The real heavy equipment may have reappeared on the market, such as cat pools and fake base stations . This kind of black technology is equivalent to becoming an operator yourself, and you can send text messages however you want without having to go through a review. Of course, these things are often the bread and butter of telecom fraudsters and are severely cracked down upon by relevant departments.

2. Spread through WeChat, QQ, Weibo and other social platforms

These social platforms occupy the vast majority of netizens' online time and are fertile ground for traffic. This genre is also prone to producing big bounty payers, but the scale of information reach is directly linked to the previously accumulated traffic.

This channel is the most important promotion method after SMS, and compared with SMS, it has a longer life cycle.

However, it is more difficult to maintain traffic on social platforms. Unlike mobile phone numbers, the threshold is higher and not everyone can easily increase the volume.

The segmented promotion methods are:

WeChat:

WeChat group messages, Moments , and group messages to friends, the copywriting of these three information outflow methods can be shared. The reason why the Alipay red envelope project later became the material for jokes and show-offs is largely due to the contribution of social networks .

Greed, anger, ignorance, hatred, love, evil and desire can all be used to enlighten your rhetoric and drive the audience to take action to achieve your goals. The core is to bait and give benefits.

Taking advantage of curiosity, as the saying goes, curiosity kills the cat. Once people become curious, they have to find out the truth. As long as they open Alipay to find out the truth, your goal has been achieved. However, this kind of rhetoric often becomes ineffective quickly.

The "patriotic sentiments" of the angry young people can also be utilized. Tell them that there is such a thing that not only allows them to be patriotic but also allows them to grab red envelopes. They will be filled with tears. Those who insist on receiving the envelopes every day are most likely the people with "faith".

It is not the Chinese style not to forward it and there is hope for fission.

As for proclaiming himself Qin Shi Huang and so on, that's too much. You are just mocking the promoters as idiots. Are you really going to promote this thing?

Let me give you an original version of the routine. After testing, the initial conversion rate is off the charts.

Fresh and refined, with a cool and elegant temperament, is there any...

Similar words of speech that not only attract attention but also provide good user experience, as long as you pay a little attention and accumulate some clever ideas on social networks and hybridize them, even if you are a novice, you can mass-produce "god-level" creative words of speech.

The QQ promotion method refers to the WeChat promotion method.

Based on product characteristics, what makes Weibo different from WeChat and QQ is that the popular Weibo comment area will be the focus of many people.

This brother's routine is quite similar to that of a veteran in the online money-making industry. It is obvious that he has studied social engineering. He simply "interpreted" the promotional red envelopes as password red envelopes. Anyway, they look the same in the eyes of ordinary users.

Taking advantage of the enthusiastic atmosphere at the end of the year when Weibo celebrities are giving benefits to their fans, similar tricks can still be used. Although many netizens have been awakened, there are so many of us. Even if the media shouts at the top of their lungs, as laymen, most people will choose to automatically block it.

But his way of playing is still not perfect. I arranged for people to test it on Weibo and the results showed that the zhikouling command will be automatically blocked in the comment area of ​​Weibo, but the comments below the comments will not be blocked for the time being.

To upgrade, a small core technology is involved, which is to convert the Zhikou command into a Chinese command, which can perfectly escape the Weibo blocking.

With the help of this little trick, creating the illusion that the Alipay bounty red envelope is the Alipay password red envelope will be a phased blue ocean-level routine in the second half.

3. WeChat public account tweets and website self-media platform SEO

A significant difference between WeChat public account tweets and other WeChat group messages is that they can carry a larger amount of information. If there are a large number of fans, they can cover a large area at one time.

A commonly used promotion method is to push graphic and text guides in the form of fan benefits. Many public Taobao accounts can be seamlessly integrated, and fans may be extremely happy when they grab the red envelopes at a certain moment.

If you are more cunning, you can set up a big roulette wheel for the lottery, where you can draw an iPhoneX, a kindle, a Canon camera, or a random red envelope from Alipay. Set the background so that 100% of the winning is from Alipay red envelopes... The user experience will be greatly improved.

Most other self-media platforms have audit procedures. If you post this directly, and you are the only one with this account, you will not feel at ease even if it is approved. For platforms with low cost and low threshold, you can distribute them everywhere to do SEO to grab search traffic, such as Jianshu , Zhihu columns, Sina blogs , Douban groups, etc. This kind of gameplay is not so effective and is a slow-heating type. It is generally not recommended to use it to make money.

If there are spare accounts, Toutiao can still be tried before the 10,000 editors arrive. The moderator of the Wocao forum, Sanhuamao, has posted a thread titled "Getting Alipay red envelopes from Toutiao. It takes 60 minutes to prepare the text and 20 minutes to publish it, and you can automatically make a profit of 6,433.41 yuan in 5 days." You can go to the forum to take a look and learn from him.

To avoid review or prevent being demoted, you can change the password to Chinese and create copywriting around the name of sending Alipay red envelopes to fans at the end of the year.

4. Offline promotion

With all due respect, the low unit price of the Alipay red envelope project will not bring in very good returns offline. Do you think that when you apply for a credit card, the commission can easily be dozens or even hundreds of dollars. This project can be done with the mentality of making every penny count. For example, each store can post a red envelope code, and when customers pay, they can say "Scan the code first and then pay to get a red envelope."

As for going to university towns to door-to-door sales, setting up stalls and giving out gifts , it is not recommended.

You can try printing a few special posters and posting them in places with a lot of traffic.

5. Live broadcast platform promotion

First of all, you have to be a broadcaster.

Platforms such as Huya , Douyu , and Panda that have live streaming of PC games are better, after all, you can’t scan codes to watch live streaming on your mobile phone.

Big anchors are not recommended to do this project as it will damage the style of the IP.

6. Traffic hijacking

No matter what project it is, there are always people who have the ability to turn it into a black industry.

Although the reasons for traffic hijacking may be the operator's relevant operating personnel, third-party outsourced maintenance personnel of the website, hacker attacks on smart routers at home, and malicious viruses in computers or mobile phones, many times it is caused by insiders in certain organizations.

I just told you this method to give you a fresh idea.

Summarize

The best time to get on board every money-making opportunity is before the opportunity comes. You should conduct an in-depth review of each type of project at least once in your life and continue to add to your skill base after subsequent similar projects appear. There is nothing new under the sun. The specific scenarios may change, but the core logic often repeats itself.

There are a lot of wool-making projects appearing on the Internet every year, which means that when you don’t know what to do, just go for traffic, and you won’t go wrong. As long as you have enough data accumulation, there will be pie in the sky.

In the entire Internet project ecosystem, wool pulling is still a relatively elementary project. No matter how well you play, you can't make a fortune. After practicing, it is recommended to acquire more skills and transform into long-term projects with accumulation.

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

Product promotion services: APP promotion services Advertising platform Longyou Century