How to create a hit event?

Last week, I carried out the second content collection and submission activity. I originally expected to receive 200+ works, but I didn’t expect that 0 cost would bring in more than 2,000 works, an average of 9 submissions per person, a check-in conversion rate of 37% , and an average of 169 new works per day.

Compared with the first phase of the activity which only received 400+ works, this data shows a 389% increase in the number of submissions, which is a significant improvement. At the same time, we received feedback from users saying that this was the best activity she had persisted in.

In this article, I will review the entire process from beginning to end and tell you how this event ultimately exceeded expectations and achieved its goals.

01 Explore user participation motivations

The second phase of the activity continued the goal of the first phase, which is to reserve high-quality content through content collection, to cold-start content for the launch of new sections of the product, and to accumulate user materials and precipitate high-quality content.

How to set the event theme to get more users to participate in the event? We decided to start from the user's extrinsic motivation and intrinsic motivation.

Extrinsic motivation refers to the desire of users to participate in activities due to external stimulation, such as winning prizes for participating in learning, receiving benefits for logging in every day, friends around them participating, etc.

Intrinsic motivation means that users want to participate in your event from the bottom of their hearts, perhaps because through this event they can gain a sense of accomplishment, more new knowledge, be recognized by more people, etc.

Considering that most students are about to start school, they will enter new classes and make new friends, and they will inevitably communicate with others. Fluent expression skills can make them more popular with others to some extent.

Therefore, the activity finally decided to start with tongue twisters. Tongue twisters themselves are natural language learning materials. Not only can we learn the same or similar pronunciations, but we can also exercise oral expression skills and expand our vocabulary through catchy songs.

The external motivation of this event is that users who participate in the event can get a customized Little Expert Certificate, and the internal motivation is that they can improve their eloquence and become an eloquent person.

When we subsequently revisited the users, we verified again that some of the users who participated in this activity did so in order to improve their eloquence and expression skills.

02 Reduce user participation costs

After determining the theme of the event, a difficult problem we encountered was whether we should keep the format of the first phase of the event unchanged?

Let me first briefly describe how the first phase of the activity is played: the theme is to play the Rubik's Cube Flower. After the user enters the activity page, he only needs to submit a video of the process of playing the Rubik's Cube Flower to participate in the activity. The user can upload multiple works, and in the end we will only select the best one. In addition, in order to encourage participation, two awards, Popularity Award and Speed ​​Award, are set up.

There was already a group of kids who loved playing Rubik’s Cube on the platform, and we specifically pulled the data on homework submissions in the comment section, which showed that children taking Rubik’s Cube courses were the most active in submitting homework. However, after the event ended, we only received 400+ submissions.

When we reflected on it later, we wondered if filming itself was a difficult thing?

From the perspective of the action cost paid by the user, on the surface the user only needs to submit a 1-minute video of the Rubik's Cube playing process, but what he needs to pay behind the scenes is: prepare the Rubik's Cube in advance, review the Rubik's Cube course again if he is not proficient in playing the Rubik's Cube, practice solving the Rubik's Cube many times to ensure that the submitted work can meet our requirements, and also need a partner who specializes in shooting the video process.

The total time required would be at least 15 minutes, and we did not take into account whether the concept of submission had a cognitive threshold for users and whether it required careful preparation. These were all issues we had not considered at the time.

In the end, we adjusted the gameplay of the activity to a recording and check-in mode, weakening the concept of submission and emphasizing the check-in and submission of work.

Users only need to record and check in to participate in the event. At the same time, in order to ensure the fun of the event, 35 levels are set for the event. Users can unlock up to 5 levels a day. The challenges range from easy to difficult, which means you can learn different knowledge every day.

From the perspective of user participation cost:

Time cost: Users only need 1 minute at most to complete audio submission, and do not need to spend a lot of time preparing in advance.

Learning cost (ideas & understanding cost): Since this activity is carried out with the help of the third-party tool Knowledge Circle applet, it is particularly good at process guidance. There is a very clear path to guide users to participate in the check-in, avoiding the problem of complicated activity path.

Trust cost: The activity itself is endorsed by the company’s brand, and the users participating in this activity are basically people on the company’s own platform, so there is no problem of lack of trust.

Action cost: After the user enters the page, he can become an activity member by clicking to participate, and submit his work by clicking to start learning. The operation is extremely simple and there is no threshold to participate.

Social cost & image cost: By participating in this activity, users can also establish the image that they like challenges and are a tongue twister expert, thereby increasing their charm value invisibly.

03 Provide timely feedback

To learn behaviors that go against human nature, such as laziness and aversion to work, users are required to have strong self-driving abilities, as well as patience and perseverance, in order to persist. If you don’t receive any feedback in the middle, you may give up halfway because the journey is too long.

Therefore, this activity specifically adopted the form of teacher comments, which selected, pinned, and scored the works submitted by the students, and gave them clear feedback, such as whether the speaking speed, tone, and pinyin of words needed to be adjusted, giving users a sense of surprise and recognition. In the end, the teacher commented on at least 1,000+ works.

Of course, even if feedback is given, the effect may be greatly reduced if the user is not reminded in time. When a user's work is liked or commented on by a teacher, the tool used, Knowledge Circle, will push template messages to these users, and these messages are timely reminders. This means that as soon as you finish your review, the knowledge circle will push a message to the user. The two complement each other and give users strong stimulation

04 Conclusion

The above is my experience in trading activities. Maybe this data is not worth mentioning compared with other big guys, but it is still a small improvement in my personal performance. In addition to the factors mentioned in the article, we have also arranged daily scoreboards, appreciation of outstanding works, knowledge point explanations and other links in the activity community to further encourage users to submit more works.

Author: Lu Xiaoai

Source: Lu Xiaoai (luxiaoai2017)