[User Operation] WeChat’s promotion of “red envelope photos” is actually for this purpose!
![[User Operation] WeChat’s promotion of “red envelope photos” is actually for this purpose!](/upload/images/67cc1a0751fb6.webp)
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On an ordinary Tuesday afternoon, a long-awaited WeChat Moments campaign took place, and WeChat officials once again demonstrated a successful user operation activity. In my opinion, this is actually a user operation activity, a preparatory battle for this year's red envelope war. What are user operation activities? Guide users to complete set actions through activities to achieve a certain purpose on the product side. So many people are confused about how to carry out user operation activities? In fact, we have fallen into a misunderstanding of thinking habits. It is not necessary to hold a lottery to operate an activity. Sometimes giving users a sense of surprise and using your understanding of human nature to guide them is more effective than simply stimulating them with prizes. Why does WeChat carry out such a user operation activity? Let’s analyze what the purpose of WeChat is. Bind bank card? NO… This logic is incorrect. If the purpose is to bind a card, then the red envelope photo operation method is obviously not powerful enough. It is undeniable that the red envelope photo thing can indeed encourage some users to bind their cards, but it is not the main function. The real purpose is actually to guide more users to upgrade to the latest version. We know that WeChat started warming up for this year's Spring Festival red envelope battle very early. Although CCTV's resources were taken away by Alipay, Tencent's huge investment of using ten days of Moments advertising revenue to send out red envelopes must be perfectly implemented. Following WeChat’s usual style, this year’s red envelope gameplay will definitely be somewhat different from last year, coupled with a group of wealthy advertisers announced today. What is the biggest problem facing the WeChat team at this moment? Although star products have the advantage of being widely watched, the pressure and requirements behind them are also completely different from those of general products. As the third year of the Red Envelope War, one week before the Spring Festival, Bai Qi believes that the WeChat team has two major problems: 1. Ensure the stability of new functions and the extreme pressure-bearing capacity of the server . So this red envelope photo can be understood as a grayscale test. 2. Ensure that as many users as possible use the latest version . This is fatal because if users do not upgrade, the new red envelope function will not cover all users. In addition to the Moments picture format we see today, are there other ways to play that have not yet appeared? It may not exist in other products and people may not even think of it, but it is said that "new version upgrade coverage" is a very important indicator in the WeChat team. For general products, a new version upgrade coverage rate of around 70% is normal, but for WeChat this standard is too low. According to WeChat's data of 600 million active users, every 1 percentage point increase in the upgrade rate of the new version means 6 million users. The user value and commercial value behind this increase in ratio are enormous. Why don't users update the app? Some people may be curious, is it a serious matter for users to upgrade and update the APP? In fact, Bai Qi has also encountered this problem. When running data, he found that when we had already released version V3.0, there were still some users using the most original version V1.0, and they continued to be active at a high frequency and were not zombie users. In order to study the issue of upgrade update rate, a special survey was conducted and some users were selected for telephone interviews. I also asked this question on Zhihu and received more than 400 answers. Finally, I came to two conclusions: one is laziness. There is no reason to upgrade because there is no expectation. The second is disgust, feeling that upgrading will make things worse. These two points ultimately boil down to problems with the product itself, mediocre iteration of functional points, mediocre operating methods. In this era of noise and information overload, why should users pay attention to you? Please give a reason first. WeChat's screen-sweeping campaign of red envelope pictures has given users who have not upgraded a sense of expectation. "Why can they send but I can't?" "It turns out I didn't upgrade!" After answering these two questions, I believe most users will still upgrade immediately. WeChat’s unique user operation method In fact, this is not the first time that the WeChat team has made a similar attempt. This method has been proven to be effective in many previous WeChat Moments screen-flooding campaigns. For a super platform product like WeChat, there are fewer traces of manual operation, but that does not mean that WeChat has no operation. In Bai Qi's view, WeChat incorporated a relatively mature operating mechanism into its product design and carried out user operations through product-side rules. User operation is to motivate and guide users to be active in the path that best suits the healthy development of the product ecosystem and to achieve the results we most hope for. WeChat's user operation method not only satisfies users' human nature such as comparison, jealousy, and voyeurism, making users feel very happy, but also breaks away from the lower-level incentive methods such as points and medal levels of traditional social networking platforms. These are worth learning for product managers and product operators . Let’s take a look at similar cases that WeChat has done in the past that have been forgotten: 2013.8.13 WeChat shooting 2014.9.30 WeChat version V6.0.0 was released, and short videos in Moments began to flood the Moments. 2015.1.19 Data on likes and likes in the past year 2015.5.25 WeChat V6.2.0 released, scan the QR code to help your friends open WeChat This is not a methodology unique to WeChat; in fact, any product can try it. What do you think? APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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