Fission! Here is a complete guide to WeChat traffic "wool wool"

1. Fission! Fission!

In the past six months, fission has been very popular. The demographic dividend has been exhausted and the traffic cost is too high?

I will create a "fission" and let you flood your circle of friends with it. To put it another way, fission is viral marketing , growth hacking , and the " social currency" in "Contagious."

The current fission mainly revolves around the WeChat ecosystem . The people who do fission are euphemistically called "traffic parties". Their goal is simple: to grab the last bit of traffic dividend from WeChat at the lowest cost and with the most ingenious means, and to make the most of the benefits in an era when the demographic dividend is disappearing.

Only incompetent boys will spend money blindly when pursuing girls. Similarly, for those who seek traffic, only incompetent companies and operators will just spend money to buy traffic.

• Since 2017, Mint Reading has launched an activity to read three original English books in 100 days. Through social fission, it has quietly occupied the circle of friends. It is said that the revenue reached 50 million in 2 months.
• In October 2017, the Guess the Friend's Impression mini program exploded, soaring to 4.2 million pv per hour in one week, and half a year later it still maintained about 100,000 daily active users.
• In January 2018, NetEase’s popular course dyed the circle of friends red. Within 12 hours of its launch, it attracted 130,000 people to sign up and pay, and the final number of learners exceeded 210,000.
• In February, Sanlian Zhongdu membership cards were all over the screen. Because the activity was so popular, the purchasing channel was forced to close early at 9 o'clock.
• In March, the New World Marketing Course was launched, with the price increased by 5 yuan for every 10,000 people. As a result, the number of participants quickly increased to over 100,000. Not only did we complete the promotion of the New World Reading Club app without spending a penny, we also earned a million in revenue. You have to know that others know how much it costs to acquire a user, while he knows how much money he makes from acquiring a user.
• In April, the coffee battle reached its climax. Lian Coffee launched the "1 Yuan New Product Group Buying" function in its mini program, which earned 5 million PVs in one day. It consumed a month's worth of raw material inventory in just 3 hours and had to be temporarily offline. According to statistics, 80% of the company's users have the habit of sharing lucky bags, and each lucky bag is claimed by an average of more than 15 customers.
• In April, GiftTalk, which had been silent for a long time, won 100 million yuan in Series C financing . The reason for its revival was the fission of the mini program. More than 200,000 products were sent by users through the GiftTalk mini program within 3 days.
• In May, the "Fun Auction" mini program from fission master Jianfeng spread across the circle of friends within a few hours, reaching 1.8 million PVs in a blink of an eye and was restricted from access on the same day by WeChat.
• In June, various fun tests for Children's Day began to flood the screen again...

There are still some companies that rely on their investors to be stupid and rich, or they themselves are rich and willful, and spend money frantically to "capture minds" and use crude subsidies to cultivate usage habits, but these are "homegrown methods" from the previous era. The data speaks for itself; fission is becoming the core competitiveness of the new generation of operations.

Do you want fission?

2. Basic elements of fission

Don't get excited. Before we start fission, we must understand:

"Fission propagation" is not a panacea. The venture capital circle is full of the so-called "survivor bias." What we often see are the cases that eventually succeed in dominating the screen, while most of the ones that end in failure never even have a chance to enter our sight.

Next, let’s make a “ toolbox ” so you can assemble your own platters freely.

I have summarized a tool, abbreviated as the 5w1h1t formula, which is what, who, where, when, why, how, and tool.

To be more specific:

“Fission = easy-to-spread object + communication channel + communication motivation (bait, catalyst) + time rhythm + communication subject (super node) + gameplay + tools”

1. Easy to transfer objects

In fact, not everything is suitable for fission on the Internet .

As the book The Tipping Point says:

Popular things must first have strong "adhesion" in order to be easily spread.

Imagine this: if today you are working on a large government project in a high-tech and non-mainstream field and want to spread it online, is this possible?

It would cost a lot just to get people to understand what this is, not to mention that it is fundamentally irrelevant to their interests and direct benefits.

Things that are fissioned on the Internet have the following characteristics:

1. There is hype in itself. The reason why Xin Shixiang’s courses have been so popular is first of all because Xin Shixiang is indeed a company that has been so popular many times to prove itself. The reason why Pinduoduo’s group buying has exploded is first of all because it always offers low-price temptations that are simply irresistible. As with traditional Internet concepts, a strong product with its own traffic and aura always comes first.
2. Strong social attributes. The communication process can be integrated into people’s social interactions naturally and without any sense of incongruity. The mini program of Gift Talk, the lucky bags of Lian Coffee, and Growth Coffee are similar to the red envelopes given casually between friends. The group impression of Friends Impression, King of Staying Up Late, and Friends Constellation mini programs are all about friends teasing each other's social psychological G-spots to trigger a sharing climax, and Pinduoduo's group buying is more like an activity for the whole family to play interactive games together.
3. The form is light and the execution cost is low. If a fission is launched and its execution turns out to have extremely high fulfillment costs, then the day it becomes popular will be the beginning of the initiator's nightmare. If Zhang Xiaolong's father happens to go crazy, then you'll be faced with a lot of lawsuits. Good fission must be very light, with marginal costs infinitely low, or preferably non-existent.

Based on the above points, the following have actually been implemented:

• Selling courses for paid knowledge , such as: NetEase Selected Courses and New World Marketing Courses.
• Aggregation platforms sell memberships (coupons) , for example: Sanlian Zhongdu membership, Zhihu Reading Club membership.
• The chain platform sells standard products (popular products of Internet celebrities ), such as Answer Tea and Peppa Pig, which became popular on Douyin .
• Chain platforms have high production capacity. For example, Lian Coffee uses the "coffee workshop" model to reduce dimensionality. The marginal cost of a coffee workshop is much lower than that of a coffee store, and it is easy to expand at low cost. While taking advantage of the cost, it has already started to make profits, which ensures sufficient production capacity. After all, as a startup company, they cannot spend money on opening stores and burning money on advertising. Using the Starbucks model to fight Starbucks is tantamount to being stupid and having too much money and dying quickly.

2. Fission gameplay

We often say that the most profitable ways in the world are written in the criminal law. The easiest way to harvest traffic on social networks is generally written in WeChat’s ban, especially the “induced sharing” that Zhang Xiaolong’s father hates.

The most common play styles are:

1. Group buying: Just look at Pinduoduo for this, I won’t go into details.
2. Distribution: If this goes astray, it can be labeled as "pyramid selling". The basic means can be understood by looking at those courses that are popular on the Internet: you buy my course, a QR code poster is generated, and when others buy it through your poster, you get a commission.
3. Help: Grab a train ticket, ask a friend to help speed up. If you die in the game, ask your friends to help you revive.
4. Test: This is also what Zhang Xiaolong hates. Test my psychological attributes, test which animal I am like, test the keywords of my life. If the test is successful, a cool poster will be generated, and of course it will be posted on the circle of friends to show off.
5. Creation: The initiator of fission creates a creative tool to allow users to express themselves freely. Carefully crafted works must be posted on WeChat Moments. From the blockbuster model of Zuji , to the once popular large characters, to the recently popular "My Bedroom Painting", they are all typical examples in this regard. Be sure to remember to add a QR code to your work.
6. Check-in: Another way to show off, how many books did I read today, how many words did I memorize today.
7. Funny: Anything suitable for making fun of or playing pranks on friends, preferably something that can earn some pocket money. Fun auction, auction off my dinner time. Let's chat anonymously. Do you have anything you want to tell me secretly?
8. Gift red envelopes: As mentioned before, the gift money from Gift Talk and the universal lucky bags given by Lian Coffee are both typical gift models. Do you remember the Alipay password red envelopes that were all over the screen for a while?
9. Adopt and cultivate: Let users adopt a pet or other unique item. During the cultivation process, users pour their emotions and efforts into it, and will also post everything related to it on their Moments. Traveling Frog , Love and Producer , and even Ant Forest, all have the same purpose. The same is true of the Tencent charity painting that went viral back then. The Cat Card mini program created by my former friend's product manager used this model to expand and received high-value financing from Xiangfeng and Jingwei in just two months.
10. Welfare task: There is an awesome course for free, but you need to complete the task: follow it first and post a poster.
11. Raffle and treasure hunt: The original form is a raffle wheel that appears after sharing, while "treasure hunt collection" such as collecting the five blessings can stimulate continuous use.
12. Voting canvassing: This is a variation of asking for help. Do you remember those friends who asked for votes in the WeChat group ?
13. Expression of stance: I am Tao Yuanming, and you are Juwairen!

3. Catalyst

It is not enough to just design a mechanism, some "catalysts" are also needed to make things ferment as quickly as possible.

for example:

1. Increase external pressure: limited-time specials, floating prices.
2. Increase internal motivation: establish a kol competition mechanism, conduct ranking and evaluation at any time, add rewards, or take advantage of the jealousy and competitiveness among friends, for example: the "Who understands me best" ranking in the friend guessing game, let the boys compete to prove that they are the one who is most soul-compatible with the goddess.
3. Riding on celebrity hot spots: Take advantage of recent celebrity hot spots and grasp the emotional fluctuations of the audience.
4. Take advantage of changes in the situation: For example, today’s Starbucks is no longer a third space for the petty bourgeoisie to show off their status, but is noisy and bustling like a tea party every day. Challenger Lian Café has started to adopt the takeaway model, transferring its style to the office.

4. Bait Design

All models ultimately point to one question: Why would others help you spread your message? There must be bait.

(1) Money, definitely money

Or, an awesome product is free for a limited time. Or, a product that seems expensive suddenly has a surprisingly low price. Or, the distribution commission is amazing, and you can make back your investment after two or three sales.

Case: KOLs who have participated in NetEase’s screen-sweeping class must remember opening WeChat that day and seeing a lot of “money coming in” push notifications. This kind of instant feedback of making a lot of money can easily get them excited.

(2) Fame, vanity

It is the so-called "social currency". Once you send it out, you will immediately become cool, but if you send it out late, you will fall behind.

For example: I did a test using Zhihu New Youth h5 and generated a picture. I felt that it was too much like myself and I felt that I was very cool, so I immediately posted it on WeChat Moments.

(3) Fun and curious about other people’s reactions

The fun things, gifts, etc. mentioned above are all about providing users with more abundant tools to socialize and bring more surprises and fun to others.

Remember those prank toys, anonymous chats, group impressions, love letters...

(4) Relationships: improving communication with others

In fact, you just gave him an excuse. He has wanted to flirt with her for a long time, so this is a perfect opportunity.

The recent mini-programs such as "Confessions" and "See who is the best match for me" are typical examples.

(5) The product itself is excellent

This is the most basic premise and the one that is most easily overlooked. If the product itself is not good and the marketing is greater than the product, it will lead to bad reviews, and as a result, users will be reluctant to participate for fear of becoming "MLM members" in their circle of friends.

For example, Lian Coffee’s lucky bag has a rich set of SKUs. It can be a coffee shop during the day and a pub at night, and it has everything from coffee to mojito. This fully meets the needs of users in different scenarios. It is demand-centric, and users can use it when you give it to them.

5. Traffic aggregation path

If traffic comes in bursts, where should it be gathered and what method should be used to harvest the traffic?

1. Purchase page: This approach is the most direct, directly attracting users to place orders, and quickly converting traffic into sales and cash. This approach is simple and crude, and the initiator obviously has no plans to retain traffic for a long time.
2. WeChat group: After the user participates, a “group QR code” will be displayed in front of them. The purpose here is to build countless vertical groups and gather traffic in your group matrix. There are two disadvantages: the group is easy to die, and it is also easy for dissatisfied users to instigate everyone to cause trouble. The precedent of a bunch of groups asking for refunds in Xin Shi Xiang is a precedent.
3. Official account or app: This is a common approach. After you buy Zhang Wei’s course, the next step is to prompt you to download the “New World Reading Club” to obtain it. You bought membership benefits for the top ten video websites for just a few dozen dollars, but then you were prompted to go to the next app.
4. Personal account: This is a non-mainstream approach. Register a bunch of robot accounts and fill each account with friends, which can also form a traffic system.

6. Common Tools

There are many such tools now, and they are very cool. Writing popular articles to attract traffic is a thing of the past. Black technology is popular now.

1. If you develop your own mini program or h5 and it’s awesome enough, just do it yourself and everything can be customized as needed.
2. Group tools, various group building software, group control SaaS, group robots, and group interaction plug-ins will help you to play with the community .
3. Fission tools based on target tasks, such as various "XX Bao", "XX distribution" and "XX fission", can help you template the processes of distribution and attracting people.
4. Knowledge payment tool. For example, Moumoutong and Moumou Micro Course have many money-making plug-ins through distribution and fission.
5. Personal account robot tool. For example, a certain tool can help you generate and control a bunch of robot accounts on a large scale, and is proficient in conversations and group creation.

If a product can generate long-term traffic, it is because its practicality captures high-frequency and urgent needs, or its entertainment content is addictive. Then using fission to generate traffic is pulsed and dynamic, driven by repeated operational activities. In the end, it would be best to find a practical or entertainment function to support it.

Suppose you have already designed the above fission mechanism and all the elements are in place. Are you just waiting to reach the peak of your life and make money even when you lie down?

It's not that simple.

3. Challenges of fission

The devil is one foot high, but the Tao is ten feet high. As more and more people began to flock to the "fission" track and play growth hacking, problems gradually began to emerge.

1. Race with WeChat

Most of the screen-swiping occurs on WeChat, especially Moments, which is obviously what Zhang Xiaolong cannot tolerate the most. When WeChat gets ruthless, even its own people will go crazy, let alone you traffic-seeking people who want to take advantage of the situation and try to get something from the tiger.

• It involves inducing sharing, so it’s blocked!
• It involves testing and is closed!
• It involves harmful and sensitive information, so it has been blocked!
• The number of visits to Moments has exceeded the threshold, so it’s blocked!

If WeChat wants to block you, does it need a reason? They can block you in any way.

Therefore, when a fission becomes popular, it is likely to be banned by WeChat, and the leader is likely to be targeted and given special treatment. From the moment fission begins, you must be mentally prepared to race against WeChat and make a contingency plan. If it is blocked, at the very least the access will be blocked, at worst the fans will be wiped out, and in the worst case the severance of contact with users will cause difficulties in fulfilling the contract and lead to a public incident. You will be in a state of panic by then!

Some time ago, the sharing of mini games was revived very actively. As a result, mini games flooded various groups for a period of time. Do you remember what Zhang Xiaolong’s father did?

The function of sharing callback data is directly cancelled.

2. Stigmatization of WeChat business

Some people say that the small middle class always laugh at WeChat business for being low-class, but when it comes to course sharing and screen-sweeping, they still rush to participate. This sentence reveals a problem with fission, which is that it is easy to "stigmatize" and make participants look like "micro-businessmen."

You do it once or twice just for the sake of novelty and to show off, but if you do it too often it starts to look low quality, and it starts to look like micro-business. What if people end up being afraid to participate because of face?

3. Improvement of user threshold

There are so many tricks to keep swiping the screen. What if users gradually become immune and lose their sensitivity?

4. High prices in first-mover channels

The speed, rhythm and energy radiation range of a successful screen-sweeping event are deeply influenced by the "first-mover channels", which are often the big accounts, kols and various "super nodes" on social networks that mobilize group resources. The problem is: these channels all have clear price tags, and the prices are getting higher and higher.

For example: you find someone to do an advertisement and say that you can make money through distribution. But even if he initiates a distribution, he may only earn 2,000 in the end, while his advertising cost is already 3,000, which is really not cost-effective. Doing so will easily leave you with a bad reputation as a micro-businessman who only cares about money, which is not worth the loss no matter how you look at it. Ultimately, the cost of leveraging these points will gradually increase.

The channel cost of initiating fission is constantly increasing, the same type of activities are rampant, user sensitivity and enthusiasm for participation are gradually declining, and WeChat's unpredictable Damocles sword of ban... The combined effect of these four factors makes a successful fission increasingly difficult. It is no longer possible for me to conquer the world as long as I fission.

Now I feel sad, what should I do?

4. Key details

Any fission activity is essentially a game with the rules of WeChat, a race with Zhang Xiaolong's patience, and a fight against users' fickle nature and natural distrust. It is not an easy task.

These details are not to be missed:

1. Innovation

No matter whether the devil is stronger than the righteous, or the righteous is stronger than the devil, only by constant innovation can we break through the blockade again and again.

Rules are always lagging behind. No matter how you use the rules reasonably or find loopholes, once you trigger a screen-sweeping attack, you will inevitably be blocked in the end. The key is: you have to slow down WeChat's response time. Only a cleverly packaged new model can confuse regulators.

From another perspective, only new models can continuously stimulate users and avoid their aesthetic fatigue.

Here, MVP is always right. If you are not sure, you can test it in a small range, test new rules of the game, test new pressure and incentive models, and test new design styles.

2. Product Design

This is an age where appearance matters, and users’ pursuit of “sense of design” is almost endless, so you must design poster pages that will catch their eyes according to the different personalities of different users.

If their eyes are deeply attracted from the beginning, then the distrust will naturally be dispelled by the "appearance".

3. Channel foundation

A three-foot-thick ice does not form overnight. A well-planned fission activity requires systematic design and long-term accumulation.

You need to build a community and gather "susceptible people" in one place so that the activity can quickly take off once it starts. For example: the NetEase screen-sweeping course promoted by the Jianfeng team was spread among the operator’s community right from the start.

You need to build distribution channels with key people. These key people can be KOLs, authoritative experts, super nodes, or even handsome men and beautiful women. The most important thing is to first mobilize the power of key people, grasp their demands, and "empower" them in their circle of friends.

Social media and KOL placement are critical. No matter how well the plan is designed, without such a cold start , it can only be lukewarm and wait for chance to suddenly become popular at some moment.

4. Grasp the current situation

Cooking well requires the right amount of heat, and sudden changes in the environment often become opportunities for virus outbreaks.

• On the one hand, you can directly "jump on the bandwagon" and directly trigger the hottest events and emotions.
• On the other hand, you need to control the pace of dissemination to ensure the "dissemination density" in each user's social network, and create a sense of urgency that "everyone is participating" through real-time data, centralized announcement of results, etc.

5. Stop loss in time and make contingency plans

As mentioned before, a large-scale communication fission will almost certainly be blocked by WeChat. Then you have to prepare a plan B.

What would you do if WeChat blocked you? Will paying users be unable to obtain services? What if this leads to large-scale complaints?

6. Find a backer whose WeChat account is not very active

Of course, there is another possibility: you will not be banned by WeChat. For example: becoming the "sons" of Tencent's investment such as Pinduoduo, Mobike , and Friends Impression. However, you still have to be careful, after all, WeChat will do whatever it wants to its own people when it gets ruthless.

Or they may be backed by some government charity event, which is so powerful that WeChat is afraid to take any action.

5. Growth Hackers Are Hackers

Big companies are not philanthropists . For WeChat, whether it is a public account or a mini-program, the first thing is to help it enrich its ecological system, consolidate its strategic depth, and broaden its usage scenarios and stickiness. Otherwise, why would he open the traffic to you?

What's more, the country's supervision of Internet companies is becoming stricter, which also gives WeChat more "pretexts" to take action. It may just be to rectify a certain type of phenomenon and eliminate you if you don't like it.

Therefore, growth hackers are indeed “hackers” and viral spread is indeed a “virus”. From the very beginning, you are playing a cat-and-mouse game with the platform, and you have to be aware of this.

But what's the problem? What could be more stimulating and exciting for this restless group than "playing with traffic"?

Of course, if you don’t want to become a pure public relations company, your product must be excellent, and the traffic must be explosive again and again. In the end, you still need a platform of your own to "support" and gather all the traffic and build a grand career. If you just indulge in the showmanship of "growth hacking", no matter how much traffic you win, you will have to give it back in the end.

After Pinduoduo exploded on WeChat, Huang Zheng has begun to focus on the app, using it as the main battlefield for receiving traffic. Meipian, which is very popular among middle-aged and elderly people, has moved to mini programs. And allin vowed to create a friend impression of the matrix of 40 mini-programs, so it is necessary to use various methods to convert traffic impression friend impression into the mother mini-program, and the app is auxiliary.

The Jianfeng team, which has achieved fission by repeatedly swiping the screen, speculates that it may embark on the path of building a paid knowledge content platform in the future.

In short, this is the only way to go from phenomenal communication to strategic-level products.

After all, Internet business is a scale business based on traffic. Apps, mini-programs or public accounts are essentially means of gathering and converting traffic. In the past, people were optimistic about apps because they were the means of gathering and converting traffic with the lowest marginal cost. Now that the app bonus is gone, your WeChat traffic matrix may also become a new weapon. The charm of "fission" lies in the infinite reduction of marginal costs.

Open an app and look at the icons in the bottom bar. In fact, each app is a matrix of functions, and each function has a different role, such as traffic diversion , retention, extension, and conversion. In this sense, a group of mini-programs, groups, public accounts, and private accounts that can jump to and connect with each other are also a functional matrix.

The so-called similarity.

It’s 2018. In this era when investors are saying that “the traffic dividend has disappeared”, let’s play communication together and have a good time.

The author of this article @张俊 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 Games