Classic case: WeChat reading team draws unlimited cards

There is a function in the WeChat Reading APP that allows you to form a team and draw unlimited cards regularly. This is a typical case of building synergy and interest relationships between users and between existing users and target users to achieve user growth.

Users form teams, and then draw lots by team. Each member of the winning team will receive a corresponding prize.

There are many kinds of prizes (see the second picture), the highest of which is the Unlimited Card, which allows you to read all books on WeChat Reading for free for life.

First of all, the prizes are still very attractive to WeChat Reading users, which is the driving force of the entire team growth strategy. Without the driving force, this strategy will not succeed.

Second, with the driving force, users can be driven to do something. And here, all users need to do is to form a team.

So will users do this? There are two aspects to consider here: Is the driving force sufficient to drive users to do this? Is the driving force sufficient to drive the users/target users in the team?

Obviously, there is no problem in driving some users to form teams. And the team formation here is actually to build a simple collaborative relationship unique to WeChat Reading through the existing social relationships between people.

Through this collaborative relationship, a common interest goal is achieved.

Therefore, this driving force is enough to drive some of the grouped users/target users to form groups. In this way, the target users will download and use WeChat Reading, making the existing users active again.

The above enables WeChat Reading to achieve user-based dissemination and fission through team lottery.

In addition, there is another point worth mentioning. Users share in order to form a team, and there is actually another auxiliary driving force, that is, sharing is not only beneficial to the user himself, but also to the user being shared/formed into a team/target user. This driving force reduces the barrier to sharing to a great extent.

In fact, things based on collaborative relationships and common interests, such as forming a team, playing together, and doing things together, are common in real life. If used well, it can become a good growth strategy for a product.

Off topic: Although WeChat Reading’s team lottery can be considered a growth strategy, it also strengthens the social relationships between users to a certain extent, which has a certain positive impact on user dependence.