Private traffic is a marketing method where communication with customers is funneled into private pools where brands can have complete control without any costs to 3rd party platforms. Using WeChat as an example, for each WeChat public account, WeChat group, and WeChat personal account, fans and friends are “Private traffic”, as these can be independently operated and maintained by the account owners who have Wechat public group, and personal account.
Private traffic is mainly for the management of user relationships. According to the level of the relationship, it can be divided into 4 levels (from low to high):
Fission (裂变) is considered to be the most characteristic marketing method. There are 2 key steps for fission, step one is designing a complete mechanism to close the loop (sharing—convert); step two is giving enough incentive to cooperate.
Common fission methods:
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