WeChat Reading: 5 APP fission growth methods based on paid membership

WeChat Reading has made good use of its product tone and resources in user growth and fission, demonstrating its growth creativity and implementation. The article analyzes and sorts out the user fission growth strategy of WeChat Reading, and shares the author’s own thoughts on the strategy with everyone.

As we all know, Pinduoduo is a veteran in the game of user fission growth in 2019. Whether it is the platform's basic function based on "group buying", or the fancy invitation of friends to help under the "Pinduoduo Money-Saving Monthly Card" model, or the "Pinduoduo Literature" of "100 yuan WeChat withdrawal" that is rampant on WeChat Moments, they all demonstrate Pinduoduo's profound business thinking on user growth and the meticulous execution of activities.

In addition to Pinduoduo, there are several other products that have also made good use of their own product tone and resources in user fission growth, showing us their growth creativity and implementation. Today, I will take WeChat Reading as an example to share with you the user fission growth strategy that WeChat Reading has developed based on its own “paid membership”.

1. Overview of WeChat Reading

WeChat Reading is an official reading application based on the WeChat relationship chain. It recommends suitable books to users, and users can check the reading status of WeChat friends, discuss the books they are reading with friends, etc. (Excerpt from Baidu Encyclopedia-WeChat Reading)

2. Paid membership of WeChat Reading: Unlimited Card Membership

Unlimited Card Membership is a product form of paid membership within WeChat Reading. After users pay to purchase the Unlimited Card, they can enjoy four major WeChat Reading benefits: free reading of all published books, free listening to all audio content, free reading of all comic books, and 20% off on all online novels.

Unlimited cards can be purchased by month, quarter, or year, and can also be obtained for free on a daily basis. Most of the products used for growth are by-day products.

3. Five ways of fission growth based on paid membership

Game 1: Share and get 10 more days

After new users download WeChat Reading, they can click to receive a 20-day unlimited card. After successfully receiving it, share the link, and friends can get another 10 days after clicking it.

Game 2: Flip it

Users can get mysterious gifts by flipping over 9 cards, including books on the site and unlimited cards. Each user must first turn over 6 ordinary cards before turning over the gold cards (there is a high possibility of turning over infinite cards among the gold cards). Each user can turn over the first two cards for free, but the 3rd to 6th cards need to be shared by the user and can only be turned over after friends click on the corresponding mini-program link. To win the gold medal, you need to invite 5 friends to click on the mini program before you can turn it over.

Game 3: Like to get co-branded unlimited card

After the user shares the co-branded unlimited card consisting of a designated book and the golden sentences in the book, and the friend likes it in the designated mini program (need to jump to the APP), you and your friend can both get a 2-day unlimited card. Each user can obtain up to 6 co-branded unlimited cards during a single event.

Gameplay 4: Team up to get unlimited cards

Users can team up with friends in WeChat Reading. If the team reaches a certain score within 21 days, they can receive unlimited card rewards. Among them, 3 people form a team, and each user's login, reading (by reading time), interaction (comments, likes, etc.), Q&A and other behaviors can accumulate points.

Gameplay 5: Invite friends to get unlimited cards

Game method five is the universal fission mechanism for inviting friends. When a user sends an invitation in WeChat Reading, and a new user or a user who has not read for 30 days clicks to download the APP, the friend can get a 20-day unlimited card benefit (a common benefit for new users), and you can also get a 3-day unlimited card. The more you invite, the more you can get.

4. How to copy the gameplay of WeChat Reading?

I believe that many of the users who are reading are engaged in operational execution to increase user growth. In addition to the superficial gameplay mode, at the bottom level of the product, how can we copy or learn from the gameplay of WeChat Reading?

1. Does your product have virtual products/services that create real value for users?

How much cash do you think a one-day WeChat reading unlimited card is worth? If converted using the unlimited card payment model, it is worth 1 yuan per day. But in fact, for the product itself, this is a virtual value-added service. In other words, this is a user attribute change that can be achieved with just one line of code. WeChat Reading has done a more detailed job, breaking down the monthly card model of unlimited cards into daily cards, which can better control costs.

If your product also has similar virtual products (such as Alipay Ant Forest's protection shield, virtual membership, storage space, etc.), you might as well try WeChat Reading's fission growth model.

2. Do you have a gamified activity mindset?

On the other hand, the above 5 ways of playing are actually very simple. For developers, the designs are within 10 steps of interaction, and for users, the games are simple, clear and easy to participate in. The essence is that operators need to have a gamification mindset. I recommend everyone to read the book "Games Change the World", which can help you develop gamification activity thinking.

3. Does your product interact smoothly with WeChat?

A very realistic problem. The main reason is that now most of your interactions with friends are done on WeChat. H5 is a common carrier of fission growth, but due to WeChat’s increasingly strict control over external links, H5 has become increasingly restricted.

Mini Programs are a carrier encouraged by WeChat, and WeChat Reading is also based on the mini programs to carry out fission within the WeChat ecosystem. A careful study of the WeChat Reading mini-program reveals that there are many detailed designs that require planning by the operator.