How to increase user activity?

If the content of information products is not good, the playback of video platforms is very laggy, the quality of e-commerce products is poor, and there are no big names in educational courses, let me ask you, how can I increase the activity level?

This problem... I pulled out 10,000 hairs, and found 1 core idea and 3 solutions.

What should the operator do if the product functions are not powerful?

The product functions mentioned here refer to the core functions of the product, such as the article quality of information products, the playback smoothness of video platforms, and the product quality and price of e-commerce. These are the points that users pay the most attention to and are also the core value of users using the product. If the core functions are not powerful, how can users be active?

First of all, if your product is a tool, then even God cannot save you. If the weather forecast is inaccurate or the wifi key cannot crack the password, this is the user's unique demand for using the product. If the product is not powerful, even God cannot save it.

However, for service-oriented products, regardless of whether the core functions of the product are useful or not, a "second pole of attraction" can be developed to increase user activity .

What is the "Second Pole of Attraction"?

The core function of a product is the "first pole of attraction", but core functions often have limited-time situations such as a small user base, low usage frequency, and small differences between competing products. As an operator, it is necessary to create a second pole of attraction.

For example, compared with other music software, NetEase Cloud Music is weak in music copyright, but has an advantage in music reviews. The content of music reviews is not a core function for listening to music, which has become the "second attraction."

Another example is WeChat’s Moments, Shake, Official Accounts and other functions. For social products, the core function is the smoothness of sending messages, but these three functions have nothing to do with sending messages. However, Official Accounts have enriched the content of WeChat, Moments has played a role in social relationships, and Shake has become a tool for initial growth. These can also be regarded as the "second pole of attraction."

How to create the "second pole of attraction" of products

First of all, the second pole of attraction cannot be created out of thin air, it needs to be related to the core function. For example, music reviews are the feelings after listening to music, Moments are insights into the status of friends, and Shake is a way to make friends with strangers.

So why has WeChat Pay been able to develop rapidly while Alipay Social has never occupied a large market share? The triggering point of WeChat Pay was red envelopes from friends, which cultivated user habits and integrated social relationships. However, Alipay is a transaction tool. It is not uncommon for people to chat with the cashier after paying the bill in the supermarket, but they are a minority after all.

But we also see that Taobao's community is developing quite well. This is because consumers have a need to exchange experiences. Compared to listening to the boss's self-promotion, we prefer to listen to feedback from fellow consumers.

Therefore, the "second pole of attraction" is generated in accordance with the core functions of the product and based on the general needs of users. It cannot be created out of thin air.

What are the manifestations of the “second pole of attraction”?

First, personalized operation mode

Personalized operations are an effective way for operations personnel to achieve the "second pole of attraction" without relying on resources from other departments.

For existing users, establish personalized labels in public accounts, communities, push, activities and other aspects that can output content, so that users will be interested in the operators.

Personalized labels do not mean that we just need to give ourselves a name in the official account. People have emotions, anger, sorrow, and happiness, and have obvious personality tendencies, and they will not fully consider the feelings of users.

For example, a push title is: "This is how you dress in spring, it's so beautiful", and it can be changed to a personalized description: "I bought this skirt for my girlfriend, and we almost became ex-girlfriend."

The personalized operation method is to present the life scenes of enterprise operators to users. Of course, they can be fictional, attracting users' interest through stories and scenes.

In addition to expressing personalization through text, personalization can also be reflected in user stratification. For example, core users can be added as friends on a private WeChat account, active users can be added to a group, and a Spring Festival gift can be sent to the user who complains the most, reflecting the interaction between people.

Secondly, give benefits based on user behavior

Punching in and signing in is a common way to increase activity, but for example, in a tool product, users punch in to earn points, and the points can be exchanged for gifts, but this will lead to the inflation of virtual points and a decrease in the attractiveness of prizes.

As mentioned above, the "second pole of attraction" is an extension of the core function, so welfare must also be related to the core function.

For example, the benefit of WeChat Reading is to receive book coins. The reading time can be exchanged for book coins, and the check-in can be exchanged for book coins. Book coins can be offset against the money spent on buying books.

According to this routine, for the same tool product, can the benefits of clocking in be changed to the trial period of membership functions? Every time a function is used and every time a friend is invited, the user will be rewarded with a membership trial.

Third, establish social relationships between users

Social relationships are the most stable way to retain users. At the same time, the activity of any point in the social network may produce a chain effect.

Building communities, recommending friends, and launching experts are all ways to establish social relationships. For example, the menstrual assistant product Dayima initially placed the community in a position similar to WeChat Moments. The entrance is deep, but it is still very active because women lack a place to discuss menstruation.

By establishing social relationships, users can increase their stickiness to the product. Once it matures, it will no longer rely on core product functions, but will retain users because they can't bear to leave their friends.

Source: Zhuge io Data Coach