1. WeChat fission dilemma

It is difficult for the community 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. Ten kinds of "fake red envelopes" induced by marketing accounts to induce sharing scams 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 fans 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, you will 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 a necessary element to improve the 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 time, but it will inevitably be weak in the later period; channel growth is relatively stable, and account migration will not be too dangerous; 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 accurate growth, we must first determine accurate 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 the circle of friends has been hit by WeChat. The fission of public accounts has not been affected yet, and it is relatively safe to increase followers. Fission of commonly used service accounts and subscription accounts generally requires sharing posters to invite friends to help achieve rapid increase in followers of public accounts.

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 the user can be quickly attracted to it after seeing it and grab 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 the activity information, making it difficult for users to notice the activity information when browsing Moments.

So the poster should enlarge important information such as title and bait, and the main title should be visible even if you don’t click on the big picture when sending it to Moments. You can even make a few more versions and put them in Moments for AB testing. Finally, select the poster with the best effect and spread it widely.

Online earning bait is motivation

The bait needs to reflect the value of the activity and let users understand 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 receive a set of joint examination papers for free; if you invite 37 friends to scan the QR code, you can get 3 physical research books on the test papers.

Parents are generally more involved in this kind of book delivery activities. Most of them obtain learning materials for their children and 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. Inviting 37 people is more difficult, but the bait provides 3 physical books, which has a higher chance of attracting user participation.

Words guide user actions

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.

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