Tencent's love-style product operation method

What does it feel like to be in love? Most of the time, the feeling it brings you is wonderful and desirable. But this feeling often exists between lovers. Is there a product or app that gives you the feeling of being in love, making you full of anticipation and unable to leave?

Top secret content, love-style operation embodies the essence of many Tencent operation experiences and consists of three levels: "knowing", "liking" and "loving". Tencent establishes in-depth communication with users through love-style operation and directly touches the hearts of users.

in love

How to make users feel in love with the product?

Step 1: Contact

"American psychologist Robert Zains said that people have a positive feeling towards people or things that are familiar to them."

When the product keeps coming into contact with users and appears in front of them, a favorable impression is created.

The most representative example is Didi Taxi Red Packet

In the early stage, Didi Taxi red envelopes appeared in front of users through sharing in WeChat Moments, allowing users to get to know Didi. Of course, properly controlling the frequency of contact will help maintain the value of the product and its scarcity to users, otherwise it will be counterproductive.

Step 2: Get close

“Psychological proximity factor: People tend to like those who are close to them”

Only real and close contact between products and users can truly impress users.

Tencent Games organizes various competitions on university campuses every year, and uses offline activities to build closer relationships with users, so that users not only have online gaming experiences, but also have more offline contacts.

Step 3: Familiarity

"A familiar rule in psychology: mutual understanding also helps to increase liking."

In a relationship, someone who knows you well will make you feel a sense of belonging and develop a liking for him. When a product knows you well, understands your preferences, and comprehends your behavior, wouldn’t you be moved and feel good about it?

The time machine launched by Taobao in 2012 records every detail of users on Taobao, including the user's first purchase, the city where they live, their purchasing preferences, and the different stages of their life based on the content of their purchases... It delivers the most understanding details to Taobao users in the form of animation.

Step 4: Confession

“The reciprocity of self-confession: When we tell others what we are thinking, they will feel the need to confess to the same degree.”

Confession: How did Tonight's Special die?

Tonight Hotel Specials CEO Ren Xin once published an article titled "How did Tonight Hotel Specials die?" ", an in-depth analysis of why Tonight's Hotel Specials ultimately failed, is a summary of his own failure experience, and also a warning to other entrepreneurs . By showing his unknown side, he can narrow the distance with users.

Step 5: Resonance

“Similarity factor: When people realize that the other person has similarities or commonalities with themselves, they will feel at ease and have a sense of intimacy, which makes it easier for them to open up.”

In a romantic relationship, we can create a deep emotional resonance with users, allowing them to feel at ease and trust the product. For example, the initial 404 page was blank, with no content and very low value. How to make effective use of the 404 page? Tencent put photos of missing children on it. When users could not open the web page, the photos of missing children would appear, which resonated with many users and made users feel good about Tencent products, thus bringing positive brand benefits.

Positive influence

Step 6: Ask for help

"If you want to be liked by someone, ask him for help. When he helps us, his self-esteem will be satisfied and he will be in a very good mood. Then he will naturally have a good impression of us who ask for their help. - American psychologist Gray."

In love, asking for help will promote the integration of the relationship between the two parties. During product operation , the main creators seek help from users by asking for help, allowing users to participate. Users will feel good about the product and are willing to devote more energy to the product.

Step 7: Praise

Desire for self-affirmation

When faced with other people’s praise, even though I sometimes know that it is flattery, I still feel very happy in my heart.

If you praise users through products or let users receive praise, then users will be happy and willing to further expand the influence of the product through sharing.

Take WeChat Sports as an example. WeChat Sports is a function launched by the WeChat platform to record the user's exercise volume. It also adds social interaction. By recording the user's exercise volume, they can show their sports achievements to friends and compete with friends to gain a sense of honor.

In love, both parties are familiar with and trust each other, and the feeling in love is mutual dependence and reluctance to part. When users experience contact, proximity, familiarity, confession, resonance and praise of a product, they have already fallen deeply in love with the product.

Of course, the most important thing in product operation is: users will not fall in love with products they don’t need. So as the product creator, instead of racking your brains on how to make a good product, it is better to use the product to fall in love with users.

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