Understand these 7 user-driven models and let users share actively!

We have compiled 7 common sharing models in Internet products, allowing users to actively become your "propaganda team"!

1. Content-driven model

Content-driven means using the product’s own content to encourage users to actively spread and share.

Content-driven requires the following keywords :

Hot topics: This is self-explanatory. For example, the Sino-US trade war and the refund of Vatti during the World Cup are easy for users to actively spread.

Controversial topics: Controversial content can arouse discussion among certain groups or the entire society, but the degree of such content itself is difficult to grasp.

A previous article in Xin Shi Xiang titled "Beijing migrant women are busy as if they earn a million dollars a year, Shanghai migrant women live as if they earn a million dollars a year" compares the lives and work of working women in the two major cities of Beijing and Shanghai. It is easy for people to find familiar scenes, and it is also easy for people to say "I am not like that". Users in other cities will also send it to their friends in Beijing and Shanghai to verify it after seeing it.

Content that can generate empathy: Empathy means that some users can resonate emotionally with your content. This emotion can be happy, sad, or helpless. For example, the article "In Beijing, 20 million people are pretending to live" was widely circulated in the circle of friends . The article contains a collection of elements such as complaints about Beijing + themes of drifting to Beijing + real estate + living conditions. Each point can arouse widespread empathy, and everyone will naturally forward it.

Content that enhances the user's image: This content is of practical use to users and allows them to share content that makes them look good. When users share your content, they can improve their image in social relationships. This part can be public welfare content, or more high-end content.

2. Performance Model

One of the incentives for users to share is that they want to show a certain aspect of themselves in front of the public, such as their diligence, self-discipline, humor or other personality aspects, in order to gain recognition and appreciation from others.

If your product allows users to fully display their personality, users will be willing to share it, and their friends will be more willing to follow and imitate when they see it, thereby displaying their own personality and spreading it.

Case: Mint Reading

Mint Reading allows users to post check-in posters or links to their Moments through daily reading check-ins, showing the user's studious and hardworking side, and also serves as a hint to friends: XX works so hard every day, should I join in?

Case: Footnotes

"Zuji" combines pictures and texts in the form of " movie wide frame + subtitles", "disguising" it as a movie screenshot. The pictures come from users, and the texts include preset lyrics, famous quotes, etc., or can be original by users, making photos taken by ordinary people look like blockbusters and satisfying users' needs for expression and literature. Screen swiping seems to come naturally.

There are also many products that fully utilize the users' desire to express themselves. For example, the recently popular "Guess the Painting Song" shows the users' funny and humorous side, while keep allows users to show the process and results of their self-discipline.

3. Benefit-driven model

Interest is the most common driving model, and interest-driven can be divided into the following types:

Reward types for sharing:

This can be said to be the most common model. Users can get rewards as long as they complete the sharing. The rewards can be cash, virtual currency or physical prizes. The most commonly used one now is to earn half by sharing. Users share with friends, and when their friends complete the order, the users can get cash rewards.

In addition to the naked cash rewards, users are also allowed to share to gain entry into the lottery.

Attract new users by continuously sharing and get more lottery qualifications. Thereby increasing the probability of winning.

Loss Aversion Type:

Loss aversion refers to the phenomenon that when people are faced with the same amount of gains and losses, they find the losses more unbearable.

Pinduoduo is the company that makes the most of the fear of loss. When users enter the product, they are first told that they have received a cash red envelope, but the red envelope can only be redeemed after they have shared it; or they are given a red envelope first and told that the red envelope will become bigger for every person you share it with. Most users are unwilling to give up the red envelopes they have already received, so they will share them.

Bug Marketing :

Bug marketing refers to merchants intentionally or unintentionally lowering the price of goods by far below the original price or market price, making users think they have picked up a bargain and quickly forwarding and sharing it with each other, thus spreading the information. The essence behind BUG marketing is to take advantage of users' desire to get a bargain. When users find that there is a bargain to be got, they will naturally call their friends to bring in a large number of users to "take advantage of it".

A classic example is the bug marketing of Baidu Cloud Disk:

On the evening of June 21, 2013, a widely circulated message appeared in major forums, Weibo, and QQ groups: "Baidu Cloud's payment system is suspected to have a major bug. The price of all paid plans has become 1/1000 of the original price. You can buy a one-year membership for 0.1 cent, and the highest-level 100GB package is only 0.5 cents. Hurry up and grab the benefits!!" During this process, other products under Baidu first released the news through social platforms, and then other media began to follow up. For a time, netizens went crazy. Regardless of whether they had a Baidu Cloud account before, they all rushed to buy it.

4. Sunk Cost Model

When people decide whether to do something, they not only consider whether it is good for them, but also whether they have invested in it in the past. We call these irrecoverable expenses, such as time, money, and energy, "sunk costs."

When you die halfway through playing a game , a message pops up saying “Share to 3 WeChat groups and you can be resurrected and continue playing.” Because you have invested a certain amount of energy before and the level or reward may be just around the corner, most people will choose to share in order to not let their previous efforts go to waste.

The “Resurrection Card” in the quiz app at the end of 2017 is the best example.

5. Seek help from a win-win model

There are three common types of this type: bargaining, group buying, and networking. Users are rewarded, and the way to get rewards is through cooperation and help between users. You help me bargain for a price, and I will help you bargain for a price next time. It is much more cost-effective for several people to buy together than for each person to buy on his own. These are all very common models. Not long ago, Liwen Renmai used "six degrees of connection + bonus rewards + win-win cooperation" to create a screen-sweeping event. The first three people whose bounty is adopted will receive a bonus, which increases the possibility of profit for each node in the communication chain.

6.PK Model

Everyone has a mentality of comparison and competition to some extent, and PK takes advantage of this mentality. "Challenge friends" or "ranking competition" modes are common in game products and question-and-answer products. During the challenge, the rewards are set by the official or by the users themselves (this may constitute gambling, please use with caution), which increases the sense of competition, and each challenge may be a sharing.

7. Curiosity-driven model

As the saying goes, "curiosity kills the cat." People are always curious about unknown things and always want to find out. As long as the cost of "finding the truth" is within their affordable range, most people will be willing to pay the cost to satisfy their "itch". For example, when you play a lottery game, you are told that if you want to see the interpretation, you need to share it on your Moments. In fact, even though you know that the interpretation is random just to make you laugh, you are still willing to share it. For example, if a certain celebrity answers a question and you want to see the answer, you can either forward it to unlock it or you are willing to share it.

The above 7 models can be used individually or in combination. You need to choose according to the actual situation of your product.

Author: Fei Han, authorized to publish by Qinggua Media.

Source: Product Dog Diary (chanpingdog)