How to conduct poster fission activity? 4 essential tips!

In the entire public account operation circle, everyone can say the word "fission", but few can actually use it.

In the past few years, I have seen many public accounts carry out many fission activities with great fanfare, but most of them are boring, uninteresting and lack power. The whole process was like a self-entertainment for the operation team. The most important thing was that the number of fans did not increase, but a lot of money was spent on promotion.

What is the most important thing when doing a follower-increasing activity?

It is not just about telling fans that we have an event going on, but about enhancing the attractiveness of your event in all aspects and from all angles, and letting fans know what benefits they can get from participating in this event.

The most important thing is to make fans want to take action immediately after reading the content, such as forwarding and participating. You need to focus on: how to convince them to participate in the event! Rather than simply listing the rules of your event.

Next, I will start from the perspective of user thinking and teach you step by step how to plan a successful fission activity.

However, before we begin, as usual, let’s first explain the detailed process of fission activities, taking the most commonly used Postertong (Taskbao) on the market as an example.

In simple terms:

• Fans generate exclusive posters on the official account;
• Invite subordinate friends to follow the public account through their own posters;
• Each follower gains a popularity point;
• After reaching the popularity value, you can get gifts.

Next, let’s get to the point and see how a successful fission campaign should be set up from the user’s perspective.

1. Why do users participate in this activity?

Without a doubt, it is a gift! This is the core of whether your event is attractive.

So, now that you are ready to hold the event, choose the gifts carefully. Don’t blindly choose stocks that the company cannot dispose of, or use coupons with very high thresholds without sincerity.

Just imagine, if you were a user, would you be willing to participate in the event for such a gift?

If you can't figure this out, you will gradually overdraw your users' trust in you, which will not be worth the loss. The point of a gift is whether it is useful, not the amount. Here are some common ideas for choosing gifts. You can apply them according to your account type.

1. If you are a brand merchant and have your own supply

Gifts from this type of merchants are relatively easier to choose. You can choose some existing products as gifts based on your own inventory. This will not only greatly reduce your gift costs, but the fans you attract will most likely also be your users, which will be more accurate.

You can select some leftover goods with a large inventory, calculate the number of people for the task based on your own cost price and the price of 1 yuan per fan. For example, if the cost price of children's clothing is 30 yuan, you can set it to invite 30 friends to get it (the specific value can be adjusted appropriately according to your actual cost).

You can also select some new products that have not yet been launched and send them out with the theme of inviting internal testers or recruiting new product experience officers. This can screen out loyal users of the brand and can also be regarded as a market research, laying the foundation for the official launch of subsequent products.

You can also set up some more sincere coupons, with the threshold not too high, and use them in combination with other physical gifts. For example, you can get a 50-yuan coupon if you invite 5 people; you can get a piece of children's clothing if you invite 30 people... This will make the event more interesting. The most important thing is that you can also do conversion while doing fission, and increase the sales of the WeChat mall or store.

If you have an offline store, you can also make good use of the offline verification function of Postertong Fission. For example, after you invite a friend and receive a gift, you can go to the store to redeem it with the verification code, which can indirectly attract offline traffic.

Do the fission yourself and keep the fans firmly in your own hands. For the same activity and the same discount, this is much more cost-effective than using third-party tools such as Meituan (with high handling fees).

2. If you are in the education and training industry

For this type of account, there is nothing more suitable as a gift than a useful information package.

You can choose to summarize a large amount of electronic information in Baidu Netdisk according to your account type, and make the categories as detailed and clear as possible, and set the threshold lower. For example, you can receive it for free by inviting 3 people.

This type of gift can really hit the user's pain points and needs. Coupled with the growing sense of anxiety, as long as slightly inflammatory copy is used, it can have a very good communication effect.

Moreover, this type of gift has almost no cost and no quantity limit. You can continue to put it in the official account, and you can even divide the gifts by category, corresponding to multiple keywords, and carry out multiple activities at the same time. It is a very pleasing means of attracting traffic.

Similarly, if you have live classes, you can also replace the practical information package with a live class. When you complete the task and need to obtain live broadcast permissions, guide fans to add the customer service WeChat to receive it.

After the event is over, you can create a group for these fans (fans who can complete the task have strong promotion capabilities). This can be regarded as your own promotion resource, which can help you quickly promote any subsequent activities you do.

3. If your user base is wide

You can choose some common gifts. It is best to find some products with obvious price differences on the market on the Alibaba website, such as silver jewelry, parasols, power banks, headphones, etc.

If you find shipping troublesome, you can also choose virtual products, such as phone recharge cards, VIP memberships of video websites, JD E-cards, etc., and send them to fans in the form of redemption codes, which can also be very effective in increasing fans.

2. Whether it matches the user’s personality in the circle of friends

If your user group is young people, then words like "free" and "0 yuan purchase" are completely unattractive. Many people even worry that after they forward the message, others will think they are a petty person.

Therefore, when designing posters and copywriting, you should consider as much as possible:

• Whether it hits the preferences of the user group
• Is it in line with the trend of young people?
• Is it interesting and fun?
• Is it different?

Then, based on the attributes of your account, find a suitable entry point and promote it as the theme of the event.

3. How to make users trust you

1. Use diversion strategies

You can use symbolic symbols, images or concepts associated with authoritative or respected people, organizations and institutions that are well known to the public. Hint to users and indirectly convince your customers to believe in your brand, making your event itself authoritatively certified to a certain extent.

For users, as long as they feel that the activity has been approved by a respectable person or organization, the brain will immediately feel that it is credible. At the same time, if the activity is not complicated to participate in, they will immediately decide to forward it.

2. Use detailed data to give customers reasons to trust you

You can use some detailed percentage values, facts, charts, etc. to describe your activities or gifts to enhance the credibility of your brand. Strive to prove that what you can get from participating in the event is more valuable, or more important, than forwarding and inviting friends to follow.

3. Put the name of the gift in an important place where you can see it at a glance

In the era of information explosion, 60% of users usually only read headlines. Therefore, in posters and promotional copy, you must find a way to put the keywords in the front. Put the biggest benefits that fans can get from participating in the event in the title, or even at the very beginning of the title, so that users can capture the core information as quickly as possible.

A good title should have four main characteristics:

1. Selfishness
2. Hot Spots
3. curiosity
4. Quick way

4. Remove the last obstacle to participation

The last obstacle is forwarding!

Just imagine, if you were a user, what would you be thinking when you actually forwarded the message?

I guess it must be the copywriting of the circle of friends!

Many users, when posting on Moments, rack their brains to think of the copy, delete and cut, but can't find the right words, and finally have to close and exit. It would be a pity if users were lost at this step.

At the end of the event copy, you may want to help users think of a common phrase for forwarding to their friends circle, and guide users to copy and forward it, which will definitely greatly increase the participation in the event.

Moreover, the copy you design will generally be much more effective than the short texts or simple emoticons written by users. It can also help the activity to quickly split at each node, greatly improving the promotion efficiency.

Value is the bridge connecting you with users and the core of all fission activities. If you start from the value perspective at every step, I believe the activities you design will be very different.

I wish the operation goes smoothly and the Ren and Du meridians are opened.

Author: Zhu Xin

Source: Zhuxin (lvyiming1)