Tencent’s 6-year operations expert teaches you the SNS viral marketing model!
This article comes from the content shared in the open class of Tencent Maker Space Shanghai. Guest introduction: Gao Yu (also known as Brother Rainbow), Ph.D., is the person in charge of Tencent Tiantian Ptu and a certified lecturer at Tencent Academy. He has been responsible for the planning and operation of products such as QQ Space, QQ Album, and Group Album. He is currently responsible for the planning, operation, and product team management of mobile applications such as Tiantian Ptu, Watermark Camera, and Meipai. He has been engaged in Internet product planning and operation for more than 6 years and has experience in planning and operating multiple successful social platform products and independent apps. Preface: Last year, Tiantian Ptu became popular all over the country through the national COS of Wu Meiniang. This year during the Spring Festival, it once again set off a craze for transforming into the Monkey King through the Monkey King makeup. Looking back at history, Baidu Magic Photo, Lianmeng, Zuji , Tiantian Ptu, Faceu... Why are there always some products that can become popular through SNS platforms, top the APPSTORE list, and gain tens of millions of users without spending any promotion costs? What secret is hidden behind this? In product promotion, everyone will encounter a problem, which is how to push the good product to more users. There are many common promotion plans when promoting: such as advertising, other platforms or Baidu search to optimize search results and other channels, but the promotion plans needed by entrepreneurial teams are often high exposure, high conversion, high retention, low cost, and to measure the cost of each effective user. But is there any product that can achieve the above result? A few years ago, Baidu Magic Photo developed a function of PK big names, which made Baidu Magic Photo rank first in the iOS overall list for two weeks. Through such spread, the number of users of Baidu Magic Photo reached 100 million in the next few months. Is there anyone who can occupy the first place in the overall ranking and quickly increase the number of users to over 100 million without spending a penny? Actually, there are. Tiantian Ptu has also achieved it. In 2015, through the national COS Wu Meiniang event, it also ranked first in the overall list for 2 weeks, and the number of users reached 100 million. Therefore, through the use of SNS channels (friend circle, QQ space, Weibo) to spread the virus, it is possible to achieve the goal of low cost, high exposure and high conversion. If you pay attention to your Moments, you will find that it is common for your Moments to be flooded with messages without you noticing. For example, a while ago everyone was sharing NetEase headlines, using H5 to attract users to spread the news crazily. What kind of secrets are behind the popular SNS? What is the core of the SNS platform? The three basic elements of social interaction are identity (one’s real identity), content (the content you share is determined by your identity and your relationship with others (community)), and relationships (acquaintance relationships). In different SNSs, the three elements generated by the same person will be different, depending on the attributes of the SNS platform and the role he plays in the platform. The key behaviors of users on the corresponding SNS will also be different. The key behaviors are: 1. Why browse (consume content): curiosity is a very basic human drive for browsing content; prying into others’ privacy is reflected differently on different SNS platforms. For example, you will follow your friends’ updates on Moments and QQ Space, but you will also follow celebrities’ updates on Weibo; gossip is an important factor that drives us to browse information; entertainment is an important factor that most people pay attention to when they are bored ( games , entertainment, etc.); hot topics are always the content that the public is willing to pay attention to, as people do not want to be left behind in society. 2. Sharing (generating content) Why do we need to share? Core: Identity. Showing off: For example, content about eating, drinking and having fun actually expresses a mentality of showing off; comparing: For example, games, activities, and competitions; expressing personality: related to one's own hobbies and occupation; expressing great love: In fact, I am a very loving person, and there is nothing wrong in being friends with me; following the crowd: Don't want to appear to be a loner, don't want to be out; This is why some content on SNS platforms has a high opening rate and why we are happy to share these contents, it is driven by human nature. 3. Interaction (likes, comments) for reverse incentives Browsing and sharing are the two most critical behaviors on the SNS platform, which determine how many users share content (UGC) on the SNS platform and whether these contents can be browsed, consumed, commented and forwarded by other users to encourage users to share content again. Some people produce content and some people consume content, and the two stimulate each other to form a closed loop of new content. Why do we want to share on SNS platforms? Because I'm bored. If your time is occupied by offline time, you will have no time to pay attention to SNS platforms, but unfortunately most people have a lot of boredom, and it is precisely because of loneliness that they need to kill time. So, the essence of SNS viral transmission: combine product features → focus on the inherent driving force of human nature in the SNS environment → design functions and activities that users are willing to browse, share, and interact with. How are those successful cases spread? Baidu Magic Picture PK Big Coffee The activity quickly became popular in the circle of friends through the PK big-name function, and the Baidu Index increased 100 times during the period. Human factors: snooping (wanting to see what that person in the friend circle is like), jealousy (he actually looks like Andy Lau, I must be more handsome), showing off, and following the crowd (even if I don’t like to post something, I will still play with it). Magic Camera She quickly became an instant hit on WeChat Moments through her cartoon-style selfie effects. Human factors: curiosity, entertainment, showing off (I am beautiful), personality (making an avatar to represent my personality), and following the crowd. Cute Face The cartoon image that pieced together the user's face quickly became a hit on WeChat Moments. Human factors: curiosity (so cute!), interest (quite fun, cartoon design), following the crowd (older people also imitate young people), achievement (it took me a long time to finally come up with a cute avatar that looks a lot like me), personality (when too many people play, I feel it’s not personal enough, or it doesn’t fit my own aesthetic, I just participate because it’s fun). Footnotes It quickly became popular in the circle of friends through the blockbuster movie function. Personality factors: Voyeurism (watching others play), jealousy (it’s so good, I can do it too), following the crowd (main audience: the literary and artistic group, others will stop playing after following for a while), showing off, personality (felt like a blockbuster movie, literary and artistic style). Daily P-picture She quickly became an celebrity on WeChat Moments by cosplaying as Empress Wu. Human factors: hot topics (blunt chest-cutting news hot topics on radio and television, beauty), jealousy (shared by close friends), peeping (girls’ selfies, everyone likes them), following the crowd, showing off. Little Red Book She quickly became an instant celebrity on WeChat Moments by sharing the Black Friday gift packages. Human factors: greed (why not accept a gift), interest, greed, respect (sharing benefits, being respected) From an entertainment perspective: Flappy Bird Human factors: curiosity, entertainment, following the crowd, achievement (it’s hard, I play very well), comparison (keep playing, want to be better than others) Surround the Nervous Cat H5 mini game suddenly flooded the screen. Until the result of surrounding the crazy cat appeared in your circle of friends, which killed the game. Humanity Drive is similar to Flap Bird, but the game mechanics are different. Ice Bucket Challenge The social impact is very large. The public welfare activity is aimed at the ALS group. During the event, the Baidu Index of ALS achieved the purpose of publicity. Driven by human nature: starting from celebrities and radiating downward - paying attention (to private matters, gossip) - forming social topics for discussion - participating out of love or to show off - forming dissemination. How to replicate miracles? SNS viral marketing model 1.0 Browsing dimensions: curiosity, voyeurism, hot spots, gossip, entertainment, greed Sharing dimensions: personality, showing off, comparison, achievement, love, herd mentality How to plan steps: The first step is to think about and choose human goals in combination with the product: Why do the participants want to share? It is recommended to first select the human product points of the sharing dimension: thumbnail, title, and description. Novelty is more likely to trigger dissemination. COS of Wu Meiniang was very popular, but the later COS of Hua Qiangu was not as popular as Wu Meiniang. The fundamental reason is that the novelty has decreased. Similarly, when a stranger calls you, when the first H5 of a stranger’s call is spread, users will spread it because of the novelty, but the subsequent H5 of the same type will have a reduced effect because it is not novel enough. The celebrity effect, such as posting on celebrity friends circles, Jack Ma sending out red envelopes, and ideas will continue. For example, the purchase order of the Cayenne was posted two days ago, and the mechanism is actually similar. Tips: Don’t copy used ideas too directly. The second step is to polish the process experience. 1. Choose a highly recognizable topic to start with (choose a topic that is easy for users to understand). 2. Lower the threshold for users to participate in operations. 3. Increase the sense of accomplishment . High cognition (consensus, recognizability). Consensus: social hot spots that meet the needs of the public. Recognizability: keywords, mainly based on temperament. Good topics or keywords are easy to brainwash. Lower the threshold for experience: let users do less and reduce the cost of trying: for example, when WeChat opens an H5 webpage, it automatically pulls the user's open information, which is simpler than uploading photos on the APP . Sense of accomplishment: Let users feel better than others, or have fun with themselves. It is mainly reflected in the details: you defeated 98% of the Mei Niang in the country and became the number one; Face Meng can create beautiful pictures and show your personality. In addition to the function itself, a sense of accomplishment also includes numbers, operational copywriting, and titles to motivate users. Tips: In addition to a sense of accomplishment, the results must also be random and independent. Let me share a case: QQ Music made an inventory H5 at the end of 2015: it mainly included how many songs users had listened to on QQ Music in the past year, the main tracks they listened to, labels, your main albums, and who your favorite singers were. This was just showing off. Core point: Independence, everyone is different. The inventory function itself is contagious. Users are willing to share because they want to show off something. The third step is to be relevant to product functions and brand packaging. The more relevant it is to your topic, the higher your conversion rate will be. For Wu Meiniang, the more the logo is exposed on the page, coupled with the page guidance, the more likely she will click to download content that H5 cannot reach. Take advantage of users' desire to know more. During the event, 100 million people tried the H5 of Wu Meiniang makeup, 5 million downloads were brought by H5, and more than 10 million people searched and downloaded it through the app market . Because brand exposure on SNS platforms brings conversions. So brand exposure cannot be forgotten. There should be a strong correlation between the activity and the product. Other points to note:
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