Operations Uncle: Why did the “single dog attribute” flood the circle of friends overnight?

Last night, yes, it was last night, the operations uncle Asong opened the WeChat Moments which he had not opened for a long time, and WeChat Moments was once again flooded with small pictures. At first glance, I thought it was infected with a virus, with circles and dots, all of which were H5 pictures about the attributes of being single. The curious editor took a closer look and found that there was actually not much content displayed on the H5 page . But why did it sweep the circle of friends overnight? There must be a reason behind it.

Next, follow us for a gossip tour. First, let’s take a look at what happened in the circle of friends tonight. Please look at the pictures!

(Figure 1)

The H5 page in Figure 1 looks simple and interesting, and the square box in the middle makes you want to enter text.

Take a look at the two pictures below, and you can clearly see the attributes of male and female single dogs respectively.

(Figure 2)

(Figure 3)

You can clearly see the attributes of single girls: aloof, foodie, shopaholic, dirty, independent, tomboyish, and excellent.

The attributes of single men are: high IQ, introverted, warm-hearted, too handsome, a workaholic, good at living, and fickle.

But if you look more closely, both the single dog attributes of boys and girls can be divided into good and bad.

You see: girls’ (independent, macho, excellent) seem to be more positive, while (cold, foodie, shopaholic, dirty) do not seem to be so positive on the surface, but they do arouse common phenomena among girls in modern society.

Looking at the boys again, they seem to be full of negative energy (reserved, fickle), but (high IQ, warm-hearted, handsome, workaholic, good at living) largely satisfies the desire of modern boys in WeChat Moments to show off.

Next you will see a large group of people posting in their Moments.

Look, look!

Okay, you’ve seen everything you need to see!

So why can the single dog attribute dominate the WeChat Moments in such a short period of time?

The operation uncle believes that the main reasons for the screen-sweeping circle of friends are as follows:

1. H5 pages are simple, easy to understand and spread

The most popular H5 activity pages in history are all simple and easy to operate. Novice users can understand them at a glance, and they are easy to operate and can be completed in just a few steps. The single dog attribute activity can be generated with one click by simply entering the name and gender. Therefore, when organizing an event, you must not make it extremely complicated, otherwise the event will be greatly reduced.

2. Grasp the common perception of singles

"Single dog" is an Internet slang that refers specifically to people who have no romantic partner or are not married, and is synonymous with "bachelor". At the same time, the word "single dog" has self-deprecating and self-mocking meanings, and carries the color of humorous Internet slang. The popularity of the term "single dog" is the result of a common social phenomenon and the communication characteristics of the Internet era. Therefore, once the term "single dog" appears in an event, it will gain great recognition from users.

3. Single dog attributes directly hit the point

As mentioned above, this activity with single attributes covers both girls’ (independent, macho, excellent, cool, foodie, shopaholic, dirty) and boys’ (reserved, fickle, intelligent, warm-hearted, handsome, workaholic, good at living). Users will find the generated results similar to themselves, which directly hits the point and they will find it particularly interesting. And since it happened in the circle of friends, won’t they share it in the circle of friends to show off.

4. Posting on Moments can satisfy the communicator’s psychological needs

With just a few simple steps, you can generate a result that is relevant or irrelevant to you, but after generating it, you always feel it is very interesting and want to share it on WeChat Moments so that your relatives and friends can also participate in the discussion and like it. Now most of the users who post on WeChat Moments hope to get a sense of satisfaction, a sense of recognition, or to show off, or to find something new and unique, and this thing with the attribute of single dogs satisfies the users' hearts.

5. This H5 event is innovative

  You may have seen many high-end activities in the past, various H5 pages, and all kinds of awesome lesbian videos. Your friends in the circle of friends may have rarely seen similar activities, or maybe they have never appeared once. The operation uncle has not verified it specifically, but generally speaking, it is very rare. A very important reason for this event is that the subject matter is novel. When it came out just now, everyone found it very interesting. I believe that this storm will gradually fade away soon.

6. Consider this communication channel

If you assume that this activity is not on WeChat Moments, but on other media platforms, would the speed and breadth of its dissemination be so fast? For example, on Weibo, or on QQ Space, I believe that it cannot be compared with WeChat Moments, so the best way to spread the activity of single dogs is on WeChat Moments.

If you also want to participate in this activity, please follow the WeChat public account : Qinggua Media (iqinggua), reply: single dog, or scan the QR code below and reply "single dog" to participate in this single dog event!

Thoughts for Operations Students

After careful analysis, what does this singles activity event bring to our minds as Internet operators? If you want to do a good job in popular communication activities, the operation uncle thinks that it must have the following characteristics:

1. The activity is simple, easy to understand and spread

2. Capture the hearts of user fans

3. Sharing activities is about sharing the fans themselves, not just sharing the activities

4. Make your fans feel like they are participants

5. Control every detail of the event

6. Consider the communication channels of the event

7. Popular activities need to be interesting and innovative

8. Think clearly about whether the activity will bring brand exposure or profit.

The operation uncle is looking forward to seeing more creative screen-filling activities on WeChat Moments in the future. Looking forward to it!

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