Five key elements of fission in 2021

Fission, a popular Internet marketing term in 2018, has created many screen-sweeping cases. But when people’s novelty wears off, their threshold for fission increases. Now how can we carry out fission activities well? The author of this article proposes 5 key elements of the fission core and shares them with you.

In the event operation in 2021, is the fission gameplay still available?

5 core key elements, master the "rules" to achieve from 0 to 1.

As Internet marketing has developed to this day, there is a core keyword every year.

Fission was at its craziest in 2018, with many screen-sweeping marketing cases. Today, many people ask, the bonus period of fission has passed, is this way of playing still possible?

In fact, from an operational perspective, no gameplay will become outdated. Because of the "island effect", the progress of "Internetization" in various vertical fields, whether online or offline or traditional industries, is different. So for various marketing methods, there must be demand, that is, there will still be opportunities for fission and diversion. Therefore, the key issue is not to discuss whether the fission gameplay is outdated, but to return to how to play fission well.

The fission gameplay in 2018 was barbaric and brutal. To put it bluntly, as long as you use this gameplay, you can achieve certain benefits. After all, fission was very new at that time. This is also true for the Internet as a whole. When a new thing comes out, people initially pursue the sense of novelty, and as long as they use it, they will succeed. But in the second half, it was no longer simple and crude. It’s not that the gameplay is outdated, but that users have lost their sense of novelty about it. Therefore, for the second half, fission cannot be used simply, but becomes a precisely calculated battle.

And how can we do a good job in every fission activity?

Today, I will talk to you about the five key elements of the fission core.

1. The Nature of Fission

First, let’s talk about the old topic of fission. As mentioned earlier, the initial explosion of fission was due to users' novelty of this gameplay. Now users are not only interested in the gameplay, but also the content and so on. Therefore, the development of fission still needs to take advantage of "user freshness", but your incentive is not just the gameplay, but various micro-innovations must be made on various bases.

To sum up, the essence of fission is to mobilize users' sense of freshness, and its deeper meaning is to understand users' desires. Therefore, when designing the fission gameplay, we need to design a set of user paths that can continuously satisfy the user's desires. In more understandable terms, we need to do everything we can to get users to spontaneously help share:

After understanding the essence of fission, it will be easier to understand the five core key elements.

Key factor of fission 1: Recruitment of effective seed users

For any fission to begin, it first needs the support of seed users. Without seed users, no matter how good the fission method and kernel are, the goal cannot be achieved. Therefore, the recruitment of seed users is the most important key factor in fission.

There are usually four ways to recruit seed users:

1) Old user channel

We can do it in two steps. The first step is to set up a warm-up group and put some users who have participated in our activities, users who have added personal WeChat, etc. into a group. Then post a poster about the fission activity in the group and ask cluster members for their opinions on the poster. At the same time, you can also carry out some simple lottery activities in the group (if conditions permit, you can give away appropriate products. Of course, the products must be related to our activities or new products, such as trial packs). This can stimulate user interest and increase attention rate, while also strengthening user impression. The ultimate goal is to increase user participation;

The second step is to group interested users together again to form an event sales group. In this group, you can recruit captains/team members, or form teams within the group and set up additional bonuses. It can provide driving force for the promotion of seed users (profit driven); it can also guide team leaders to recruit their own team members and conduct team PK in the group from time to time (vanity driven).

For recruiting seed users from old user channels, the main promotional channels are mainly WeChat Moments, official accounts and communities.

2) Advertising

You can make event information, recruitment information, etc. into landing pages (posters, etc.) and advertise them through channels such as WeChat Moments ads and information streams.

3) Cross-industry alliance

You can conduct pre-event promotions through cross-industry collaboration and recruit potential seed users.

4) Build trust offline

Many physical stores now do offline traffic generation work. After all, it is relatively easier to build trust in physical stores than in pure offline stores (after all, as the saying goes, there is nothing to worry about in a store). Therefore, for businesses with physical stores, it is entirely possible to first establish trust offline, then split the customer base online, and finally direct traffic back offline.

Key factor of fission 2: Setting effective bait

Any good fission campaign will have an effective bait that makes people unable to stop. So what kind of bait is good? I think first of all, it should be in urgent need and generally applicable, such as coupons, learning materials, etc.; secondly, it should have a low threshold and can be obtained by sharing, and it should not be too complicated in this link; thirdly, the cost should be low. After all, it exists as bait. The more people participate, the greater the number will be. If the cost is not well controlled, it will be a bit of a loss; of course, low cost does not mean poor quality, and users should feel that it has sufficient cost-effectiveness; finally, the setting of the bait must be related to the product. For example, although red envelopes can generate sufficient profit driving force for many people, it may not be suitable for all fission activities. A good fission bait must be strongly related to the product.

Finally, any fission that is not aimed at conversion is hooliganism! Therefore, when we set the bait, the key word must be "effective".

Key factor of fission 3: driving force

Many operators tend to confuse bait with driving force. There is actually a difference between the two. Baiting is an act of enticement and a precursor to an activity. After seeing the bait, users will be interested in learning more about the event and participating in it; and the driving force refers to the motivation for users to share spontaneously. If bait needs to be set when designing a fission activity, then the driving force may not exist only when the activity is designed. Instead, we call upon this power through our design.

The driving forces that make users share spontaneously can generally be divided into four types: trust-driven, social-driven, resource-driven, and efficiency-driven.

1) Trust-driven – appeal to people’s emotions

2) Social drive – appeal to reason

3) Resource-driven – tempting with benefits

4) Efficiency drive – bringing justice

Key factor of fission 4: “Amplifier”

The fourth key element of fission is to utilize the circle effect, because it can maximize the effect of fission. If we look at almost all the screen-sweeping-level fission in the market, we can see that they are basically generated through various vertical sub-industries.

Because each circle has its own user pain points, and fission activities basically originate from the community, so when designing activities, targeted and reasonable use of the circle effect can directly detonate the circle, thereby achieving the effect of an "amplifier" for the activity.

I won’t go into details about the specific content of the circle effect. Just to put it simply, although the most obvious labels of circles are occupation and region, with the development of the Internet today, if you still divide circles so simply and crudely into these two categories, then you are too stupid.

There are many ways to divide circles. According to different user attributes, professional characteristics, source channels, etc., different dimensions can have different circle divisions. The key is to effectively utilize the circle effect to support the activity when designing fission activities.

Key factor of fission 5: “Accelerator”

The so-called accelerator of fission activity is actually just one word: timely feedback. No matter what kind of bait, benefits, etc. are set in the fission activity, it is very critical how long it takes for users to get the corresponding benefits after participating in the activity, especially during the fission process of the activity. When users share fission posters to their Moments, they can get rewards immediately or wait 7 days to get rewards, which gives people a completely different feeling.

2. Conclusion

All in all, although the fission gameplay is no longer new, there is still a chance of a hit in the second half of the bonus period. The key lies in how the operator designs the fission activity. The five elements of the fission core that Pi Ye wrote today are just a summary.

I believe many of my friends have seen many articles related to fission when browsing their mobile phones. It’s the same old saying: as an operator, if you want to become excellent, it’s not about how many articles you read or how many cases you analyze, the key lies in practical operation!

Author: Pi Ye Operation

Source: Pai Ye Operation (pyyunying)