Why I don’t support the “Red Envelope Photo” campaign launched by WeChat!

Product Positioning

Activity introduction: The product is presented to users in the form of posting pictures and text updates on Moments. The difference is that if friends want to view the pictures in the updates, they need to pay a red envelope with a smaller random amount. By sending red envelopes to enable users to view the photo, users can drive viral spread of the photo, satisfying the users' desire to show themselves, be noticed, and interact in the Internet era.

User analysis: The product bundles posting updates to Moments and red envelopes, and targets users who "post updates", "are curious", and "are familiar with the red envelope function". In summary, they should be younger people under 35 years old, with certain life experience, who love socializing , expect to be noticed, have an open mind, and are more likely to be young.

Key points: red envelope function, circle of friends dynamics, activity guidance copy, function entrance, user group, and operation feedback.

Product Features & Interface

Operation introduction: As shown in the picture above, this is the main interface of this event. The entrance to the event is in the camera button for posting dynamics, and the interface for posting red envelope dynamics has not been saved (blame me =.=). In the interface where other friends are viewing the red envelope dynamics (as shown in the first left picture above), click on Comment, and a window as shown in the second left picture above will pop up (with text introducing basic activity rules), directing the user operation to the next interface (as shown in the third left picture above), where a small hole will be displayed (the position is random each time), allowing a clear view of the part of the picture. In the third left picture above, if you click on "Send red envelope to view photos", you will enter the first right picture above. The red envelope amount will be a smaller random number. Clicking on "Send red envelope" will call the payment interface. If the red envelope has been sent, you can view the picture without blurring effect and comment and like the dynamic. If you click on the picture directly from the first left in the above picture, you will go directly to the third left in the above picture without going through the second left, and the subsequent operations will continue.

Interface display: good and bad

a. Red envelope photo dynamics, consisting of the following attributes: text, picture, release time, number of views, number of likes, and comments.

Comments: When posting, users were informed that the selected pictures should be dramatic and interesting to arouse the curiosity of friends and increase overall participation. The copywriting here adds points to user participation. The pictures are displayed in a masked form, accompanied by user-written text, which stimulates users to want to see what is going on, and further stimulates users to want to become initiators while participating. "Such as 2 people viewed the photo" shows the number of people who viewed the photo, which takes advantage of the user's follow-up psychology and can further increase user participation.

b. When WeChat users see a graphic or text update, the first step is to view the large image, and the second step may be to comment.

Comments: The product places the activity rules in the second step mentioned above for triggering, so as not to interfere with the smoothness of the main operation (the first step mentioned above). The arrangement here achieves two points: First, it shows the priority. The rule of sending red envelopes and viewing pictures is easy to understand, so the rule description is a secondary page and should not appear in the main operation process, which reduces the user operation process; second, a permission process is made for comments and likes. Only after sending red envelopes can you comment and like, which is in line with common sense.

c. Arrangement of small holes.

Comment: The half-covered face is more seductive, and the arrangement of small holes can stimulate users to see the whole thing. However, some people may say that the small holes are random, and through continuous random covering, you can already see everything, but think about it, this product has kept you for so long, it should be considered a success.

b. The guiding operation of the copy on the interface ensures the ease of use of the function.

e. The red envelope amount uses a smaller random number, which lowers the threshold for user participation and increases user participation. Here we have to mention the function of WeChat red envelopes , which has stimulated the circulation of money on the Internet to a certain extent.

f. The overall tone style is not uniform. The tone styles of the pop-up windows in the second left and first right pictures above are not uniform enough, which makes people feel overly unnatural and can be further improved.

g. The dynamic picture of the red envelope photo, as shown on the left above, the Gaussian blur should be a little higher, otherwise I can directly see the edges of the picture, combined with the peeking through the small hole, I no longer want to send the red envelope to check it.

h. Advertising intervention! This is fatal. I remember Zhang Xiaolong said something like this in his previous speech, "Don't ask how many function entrances WeChat has shown you. You should think about how much interference WeChat has rejected for you. So far, we don't do splash screen ads or chat banner ads. I hope WeChat is really considering its users." These words touched me, but this time, ads were embedded in the red envelope photo interface, which is very undesirable!

i. Logical design defects. The red envelope photo function was cracked shortly after it was launched, and the program design here needs further improvement.

Global Analysis

Traffic diversion: Put the function entrance on the button for posting Moments updates, so that users can participate easily. The arrangement of traffic diversion here is good.

Participation: With users as the center, the feature is disseminated in multiple points in an explosive manner. It is fun to post photos of red envelopes and there is a low threshold to view photos. The overall user participation is very high and there are many topics discussing this feature. (It can be seen that WeChat relies on a huge user base, and a word or an action can cause a big social phenomenon)

Operational feedback: On the afternoon of January 26, my friends’ circle was flooded with two kinds of dynamics: red envelope photos + poverty (I can’t even look at the pictures). In general, the red envelope photos affected a very wide range of users, but were also criticized in a funny way by some users, who said they were poor. From the perspective of user participation and the ability to create topics in this event, it was a success. However, whether the topics created by the event will have any impact on the image of WeChat products remains to be considered.

Reflection:

1. Look at the photo. From a general perspective, it costs money to do something, which will make the social idea of ​​using money to solve processes more and more prominent. The implantation of many thoughts is silent. We need to reflect on whether WeChat products have become accomplices in the changes of such thoughts. From this point of view, I am opposed to red envelope photos. WeChat is a product with a huge user base, and there is nothing wrong with red envelope photos. However, in the environment provided by the product, users have been subtly led astray.

Second, Tencent's products know how to analyze and guide user psychology. In this regard, I would like to thank Mr. Zhang Xiaolong. WeChat is a very pure product (although the red dot prompts make people prone to obsessive-compulsive disorder =.=), and I hope WeChat can guide users' thoughts to go further.

The above views are just some of my experiences in my spare time. They are for reference only. Thank you!

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This article was compiled and published by (APP Top Promotion) by @深圳厨子. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!