How to promote user sharing and dissemination?

For internet dogs, it is easy to organize an event, but difficult to organize a good event; and there are thousands of definitions of a good event, one of which is the influence of the event. There is one thing that cannot be ignored, and that is sharing. The value of sharing lies in amplification. If users are willing to actively share content, the significance of the activity will be amplified 1.5 times; and if the content shared by users includes your brand information, the significance of the activity will be amplified 2 times or even more.

So, how to promote user sharing and dissemination? Based on relevant activity tests, the following methodological contents are summarized.

1. Return to Emotion

When we share a user's behavior, we often focus on the motivation that triggers the user's behavior , but ignore the upstream of the motivation - emotion (after all, people have too many motivations).

Emotion (like, love) - Motivation for sharing (show off, share happiness) - Result (share on Moments )

eg: My boyfriend gave me flowers. I was so happy that I posted it on my Moments so that everyone can feel how happy I am.

Emotion (anger) – Motivation for sharing (denouncing the behavior to the public) – Result (sharing on social media)

eg: I was so angry when I saw the case of insulting the mother and killing her that I forwarded it to my friends circle to express my views on the judicial system!

Therefore, we should shift our focus from directly promoting sharing to stimulating users' emotions. Especially positive emotions.

Human emotions are subtle and varied, but if we break them down into broad categories, there are three general types of emotions: pleasure, arousal, and control.

Pleasure, which is further divided into: happiness, faith, pride, admiration, gratitude, etc.;

Arousal, which is further divided into: contempt, shock, interest, participation, etc.;

Control is further divided into: guilt, sadness, fear, atmosphere, etc.

The above emotion classification comes from Mumu Laozei's "Does your content arouse users' emotions? Ask three times! 》

Use your activities/content to establish an emotional connection and resonance with consumers.

Choose the positive emotions among them and apply them individually.

In addition, there is a theory of emotion ABC that may be able to provide some inspiration.

It also took two hours to make a baking work;

• After Xiao Xu finished, she thought about how she had spent so much time making a delicious cake and she must let everyone know about it, so she posted it on her Moments, Weibo, and QQ space.
• After Xiaoxu finished, she didn't want to expose her life too much to the outside world, and just wanted to pursue her own satisfaction. So she quietly saved the photo in her own album.

This is how the same motivating event produces different results due to different beliefs.

After we find the emotions, we must also focus on people’s beliefs. Only by controlling these two variables can we achieve the results we want.

2. Motivation for Sharing

After clarifying the user's emotions, we move on to the sharing motivation based on emotions.

User sharing can be roughly divided into two types, which we will explain separately:

1. Sharing content

The content here refers to the specific content generated by the activity/event. For example, a user participated in a book club and was willing to share his experience of participating in the book club in the circle of friends.

1. Establish a persona and maintain it

The word "personality" has been very popular recently, especially with the collapse of personalities within a certain circle, but in fact, each of us has our own personality; the so-called personality is actually "me in the eyes of others", and the me in the eyes of others is gradually built up by what I say, do, and express; how can I make the me in the eyes of others the same as my self-expectation in my heart? Then let me control the quality of the content I output;

In the interpersonal society, everyone has n label-like identity symbols, such as fair, rich and beautiful, tall, rich and handsome, and the content contained in our external information is also emitting such symbols or reinforcing them subtly. People have different personalities, but most people want their personalities to be positive (for example, we all want to be seen as smart, sophisticated, beautiful, and positive by others). If your content can help users enhance their personalities, they will naturally be willing to share.

Take the young white-collar workers born in the 1990s as an example (I believe there are many such people around you): spending an afternoon learning to make a cake is important, but taking beautiful photos that I can post on WeChat Moments is more important - look, how exquisite the young lady's life is, and how the young lady pays attention to self-cultivation in her busy schedule and so; it is called a record, but in fact it is to add another brick to my personality;

How to do?

1. Providing materials will link your content with the identity symbols that users want . The simplest and most direct way to connect with users is to share materials, such as photos, gift boxes, etc. Providing users with high-quality sharing materials is the first step. Of course, this material still needs to be further segmented according to the group of people. How different groups of people want to be presented to the outside world is linked to the previous user research;
2. Scene setting. None of us wants to be a self-promoting character. For example, build a stylish scene to help the user express what she has not said through the environment and aspects.
3. Seize the time. The desire to share is particularly time-sensitive. It will gradually weaken over time. Providing users with sharing materials at the peak of their expression immediately after the event ends will have a very high success rate.

ps: The great thing about providing users with sharing materials is that you can subtly add your own brand exposure to them without causing too much resentment.

2. The content I share is my topic of conversation:

“Look, what I’m exposed to this time is so different.”

Everyone wants to have something to talk about, and what I share is actually me showing off my things to talk about;

The topics of conversation here can be roughly divided into three directions: rare, popular, and different from previous perceptions. For example:

• Rare: Attending a meet-and-greet with writer X that is only open to the public once a year (the value of this rare opportunity needs to be universally recognized, not unilaterally emphasized)
• Popular: "Most in trend nowadays", "Three Lives Three Worlds Ten Miles Decorated Cake", "The Rap of China" - fully integrate hot topics, there is no hope that you will be left behind by the times

Different from previous perceptions: good-looking and delicious fondant cakes (users often think that fondant cakes are not delicious), which helps users prove their uniqueness (personal uniqueness, unique experience) and easily promotes sharing.

Those horrifying articles that have an astonishing number of reposts belong to this category: "People in WeChat Moments are reposting like crazy" and "People in Zhejiang are all reposting it"

2. Sharing opinions

In short, the shared opinions here are some opinions and content that people often spread. Helping users express themselves is the core of sharing opinions.

There are two broad types of communication perspectives:

1. I can’t say it well, someone can help me say it:

A major change that has been promoted by cultural links in recent years among consumers is that people have begun to express themselves more and comment more. In recent years, many joke tellers have become popular on Weibo. The reason why users are keen to forward and share these contents is that the expression of the poster is consistent with their own views, but personal expression ability is limited. If you happen to have some finished content, why not forward it? (I love to forward marketing case studies the most. It’s nothing more than what others say is good, and I accumulate some content for myself, expressing the same point of view)

2. I can’t say it, someone help me say it:

This is particularly true for those born in the 1980s and 1990s. There are actually only a limited number of people who can really express their emotions. Many people not only don’t know how to express themselves, but also don’t dare to express themselves. Here is an example of the “Your mother doesn’t use WeChat Moments” that is always popular every year.

Every Mother’s Day , the WeChat Moments are flooded with articles about how much people love their mothers, but very few people actually say the word “love”, and those articles praising maternal love become a medium for users to express themselves;

(This section actually also includes the content sharing methods mentioned above)

That’s all about promoting user sharing. Sharing is a big subject, and I’m still researching it. In the future, I will also differentiate content in sharing (new users and old users/boys and girls) and how to add brand content to sharing.

above.