One. WeChat fission dilemma
It is difficult for communities to escape the future of "dead groups". It is difficult for a community of 500 people to survive for three months without effective operations. If you want to ensure that the community is active, you need to devote a lot of energy to precise operations.
Today, red envelope sharing was named by the WeChat security platform, and ten types of "fake red envelope" induced sharing scams by marketing accounts were exposed. Now grabbing red envelopes has become a time bomb. Users must confirm the authenticity of the source before receiving it.
Some people may think that as long as they are willing to spend money and use multiple online earning channels in parallel, increasing followers is not a problem. But now that WeChat’s ecological rectification is stricter, and the cost of fission to increase followers is greater, what else can be done to increase followers of official accounts?
2. Precise growth
To judge the value of a public account, we generally look at the account data. Nowadays, public accounts generally face the problems of difficulty in increasing followers, high competition, and poor data. If you want to break the operational dilemma, you need to do a good job of increasing fans.
Increasing fans is an essential element to increase conversion rate. Judging from the implementation methods in the market, the growth of deeply cultivated content is slow. Using a popular article to attract fans can increase the data in a short period of time, but it will inevitably be weak in the later period; channel growth is relatively stable, and account migration will not be too risky; small programs have a good momentum of fission, and the growth method needs to be innovative.
Under various growth methods, the most important thing is to improve user retention. Retention is not about the number of users, but the quality. Achieving precise growth is the future focus.
To achieve precise growth, we must first identify precise core users. Accurate core users need to be delineated based on user portraits of products and activities. However, the prerequisite for achieving accuracy is to ensure account security.
So how can you increase your followers safely? You can use the fission method of public accounts.
The social growth of Moments has been hit by WeChat. The use of public account fission has not been affected for the time being, and it is relatively safe to increase followers. The fission of commonly used service accounts and subscription accounts generally requires sharing posters and inviting friends to help, so as to achieve rapid increase in fans of the public account.
For the fission and growth of public accounts, three points need to be grasped: posters, bait, and rhetoric.
Posters are the face of the event
The poster determines whether users can be quickly attracted to it after seeing it and grasp the key information within 1 second.
Fission posters must clearly indicate the main and subtitles, communicator (speaker) information, real pictures, main content, specific benefits, and QR code.
Some poster designs are too aesthetically pleasing and reduce event information, making it difficult for users to notice event information when browsing Moments.
So the poster should enlarge important information such as the title and bait. If you send it to Moments, you can still see the main title even if you don’t click on the big picture. You can even make a few more versions and put them in Moments for AB testing. Finally, the posters with the best results were selected and disseminated widely.
Online earning bait is motivation
The bait needs to reflect the value of the activity and let users know what they can get by participating in the activity and what benefits it will have for "me".
This fission method requires a lot of "bait", so we must pay attention to the degree of "bait" and "task".
For example, on the public account of an online learning institution, if you invite 3 friends to scan the QR code for the user, you can get a set of joint examination papers for free; if you invite 37 friends to scan the QR code, you can get 3 physical books of examination papers.
This type of book delivery activity generally involves more parents. Most of them want to obtain learning materials for their children and will actively invite friends to help scan the QR code. Moreover, the parent circle includes peers, colleagues, teachers, and children, so the users attracted by the activity are relatively accurate.
3-person assistance is relatively simple, and users can easily complete the task. It is difficult to invite 37 people, but the bait provides 3 physical books, which has a higher chance of attracting users to participate.
Words guide users to take action
After users enter the WeChat official account from the QR code in the poster, they will learn more about the event from the words. Logical and clear words can increase the probability of participating in the event, effectively promote conversion, and improve the progress of traffic drainage.
