How to create a hit event that will go viral?

From the development of an industry to the planning of an event, there will always be people who do every simple thing at hand to the extreme, reap completely different results, and over time, gain more applause and favor.

How to make good use of fission tools and create a hit event that will sweep the screen? I guess few people dare to say that they can do it.

After conducting more than 50 fission activities, I have summarized a series of techniques for fission activities. Next, you can follow my ideas to see how a successful fission activity should be planned.

PS: In case there are new operators who don’t understand the logic of the activity, before we officially start, let’s take a look at the key points of a complete fission activity.

Keep the entire path chain in mind: fans generate exclusive posters, invite subordinates to bind the superior-subordinate relationship, and automatically receive gifts when the number of new friends reaches the target.

1. Who is your target group?

This step is extremely important, it determines what gift you should choose? Where should the promotion channels tend to go? And it directly determines the effectiveness of your activities.

Regardless of whether your gift is a physical item that needs to be shipped, or a coupon, e-course, or offline redemption voucher, you must greatly mobilize your [user thinking] and put yourself in the user's shoes and think about it: If I were a user, would this gift be attractive enough to me, and would I be willing to ask my friends for help for it?

If your target group is not very clear, or the industry attributes of your account are not very clear, you have to ask yourself: What is the focus of my later operations? What type of fans do I need to attract for subsequent operations?

By constantly analyzing yourself and digging deep within yourself, you can find the answer that best suits you.

Of course, if your activity does not have such specific user group restrictions and is simply for increasing fans, then try to choose daily necessities as gifts, preferably products that the vast majority of fans find attractive enough.

For example: red envelopes, phone recharge cards, JD E-cards, video website memberships, etc. This type of gift is attractive enough to play a very clever "leverage" role during the event, easily achieving the goal of attracting new customers.

At the same time, during the later promotion activities, we should also try our best to find promotion resources with the awareness of the target group in mind. This will be more accurate and the efficiency of increasing fans will definitely be very high.

Otherwise, you will use the wrong promotion channel and give the wrong gifts, and end up with a very bleak result.

2. How many followers do you plan to increase?

I have seen many novice operators who create gifts and activities and then launch them all at once. With a "gambler's mentality" thinking that the more fans the better, or with a nervous mindset, with the feeling that "the increase in fans is a random event", the brain is blank as the number of fans increased in the background is refreshed in real time.

In fact, no matter how big or small your event is, you must prepare in advance for [planning to increase the number of followers]. Only in this way can you have full control over your event and become a real event [organizer].

For example, if each of your gifts is worth 50 yuan and you prepare 100 gifts, then you can roughly estimate that this event is expected to increase your fans by 5,000.

If the event is too popular and the amount of gifts increases to 8,000 at most, all the gifts will definitely be given out. At this time, you need to stop the event decisively. Otherwise, if you continue to attract new members and the gifts are gone, your fans will definitely complain. If the backend cannot handle these fan messages, complaints and reports are inevitable, which may lead to the risk of account suspension.

If the event is not very successful and only dozens of fans participate, you can then look for promotion channels based on your target group. This process can also help you figure out which channels are effective and which are ineffective.

At the same time, such a result will indirectly remind you to review the event and reflect on whether you chose the wrong gift? Or is the poster not attractive enough?

This process will help you grow tremendously, and its value to you is much more valuable than the thousands of fans you gain.

3. How to maximize the effectiveness of activities

This step is to help you improve your fission activities from just passing to excellent. By doing this, you can maximize the promotion effect of the event and at least help you achieve 30% more fans.

Let me share a few of the methods I use most often.

1. The title hits the mark

The biggest event theme on the poster and the title in the event tweet are both accurate resources that can help you instantly capture the attention of your fans.

When promoting, you should focus at least half of your energy on this, making sure that your fans notice it at first glance and decide to participate in the event right away.

Therefore, from the perspective of [user thinking], it is most important to let fans see at a glance what they can get by participating in this activity. It cannot be emphasized enough. Highlight and repeat it as much as possible to ensure that users clearly know what you are going to do.

2. Help users think of forwarding copy

Even if many people want to get your event gifts, when they think about participating in this event, they have to forward it to their friends circle, and they have to think about the copywriting when posting to their friends circle. It’s so troublesome, so just forget it...

Therefore, at this time, what fans need is a "finishing push" that will make them take immediate action and prompt them to complete the forwarding action immediately. The most useful method is to help users think of forwarding copy.

Just a dozen or so simple words that they can copy directly to their circle of friends, lowering the participation threshold as much as possible. Wouldn’t that increase the participation rate of the event?

3. Ladder tasks make the activity more interesting

This method is particularly suitable for activities with a small number of gifts and a relatively high threshold.

For example, if your event gift is a gift box worth 888 yuan, but there are only 3 of them, you need to invite 800 friends to get it.

Just imagine, if you were a fan and saw such an activity threshold, would you participate? There is a high probability that you will feel that it is too troublesome and give up.

But at this time, if you add a few coupons as adjustments in the middle of the event and modify the rules of the event, things will be different immediately.

• Invite 2 friends and receive 3G of valuable course materials;
• Invite 8 friends and get a 50-yuan mall coupon;
• After the event ends, the top 3 on the leaderboard will receive a gift box worth 888 yuan (popularity value must be > 800).

No matter when, the ranking list is a "good helper" in the event, which can greatly increase the interaction rate and fun of the event . It can help fans who participate in the event to reduce the [sunk cost] as much as possible and complete the new user acquisition step by step.

Moreover, the ranking list can play an invisible motivating role, and can indirectly help you attract more fans when fans are competing with each other. The effect of using only a little force to achieve a great result has been achieved.

In fact, the main ideas for doing a good fission activity are these three. If you do it well, everyone can advance to advanced operations. Next time you do a fission activity to increase fans, you might as well try it. I believe the effect of increasing fans will definitely be different.

Author: Zhu Xin

Source: Zhuxin