How to attract user traffic and trigger social communication?

Today’s topic is how to ignite social communication? Below I will mainly talk to you from several angles such as activities, psychological design, and word of mouth. How to impress consumers when creating activities and content?

In the era of mobile Internet , traffic is becoming increasingly fragmented, and scenes are becoming very short and interest-oriented, so we need to find the motivation and triggering point behind the UV (unique website visitors) data.

Behind every click, every interaction, and every traffic stop, there is a behavioral motivation. Traffic is, to a certain extent, the result of motivation being triggered.

What is the goal behind the motivation? It's nothing more than satisfying desires.

When the content of our activities can fully match this point, and when the content of communication and advertising is sufficient to stimulate the user's psychological motivation, the traffic will rush ashore like a tide.

Traffic is divided into two parts: superficial demand and subconscious demand.

1. Six representative needs of desire

When designing activities and content, we mainly use these six obvious psychological desires to design our activities and content to stimulate users to spread the word and stimulate traffic conversion .

1. Show off

Kevin Kelly once said in a public speech:

Socializing is more important than business, and privacy gives way to showing off.

Everyone has a competitive mentality. This element of showing off can bring a certain degree of psychological comfort and the pleasure of being noticed by society. When operating activities, we need to pay attention to providing users with reasonable reasons and environment for showing off.

Case: Didi Chuxing’s “Vote for the Blood-sucking Overtime Building in Beijing, Shanghai, Guangzhou and Shenzhen” campaign

The content of this activity is based on the overtime problem that white-collar users in first-tier cities generally pay attention to and have experienced firsthand.

Through the form of questions and answers, first let users bring a certain sense of participation on their own initiative;

Then, through voting rankings , we tell users that this is a group behavior, making them feel safe when venting.

Many white-collar workers forward messages voluntarily to show off their hard work or effort in overtime, or in the hope that their overtime problems can be solved.

It is not a given that users initiate bragging behavior. We need to allow users to gain phased experiences at several stages of content acquisition, so that we can induce user participation, retain traffic and produce secondary dissemination effects.

So, which three stages are needed to stimulate users' psychological behavior of showing off, so as to encourage them to spread and forward?

In fact, the fundamental reason for all social communication behaviors (forwarding to friends , word of mouth) is that users express themselves in their own way.

When creating activities and content, we must first pay attention to the value match of this activity and content to the user itself? Users have a basic understanding of their own circumstances, preferences, and cultural values, so when they receive information, they will consciously or unconsciously filter out information that suits them.

By allowing users to quickly generate a matching consciousness through content and vision in a short period of time, users can have the effect of self-projection, thereby further investing time and attention in the next step.

When selecting content, how can users quickly receive the content they like?

In fact, there is a good way, which is to find some popular topics that users usually come into contact with frequently and that frequently appear in their lives. For example, overtime, family, love, promotion and salary increase, buying a house and a car, these are the information that users often care about and occur frequently in their basic lives.

The activity of "Vote for the Blood-sucking Overtime Building in Beijing, Shanghai, Guangzhou and Shenzhen" allows users to quickly locate themselves and find their preferences by selecting the theme of "overtime", thus making a self-projection and carrying out such a match.

So after we attract users to content they like, how do we trigger its spread?

During the dissemination process, the more users invest in the content, the stronger its dissemination ability.

Therefore, in the second step, we need to have an information confirmation step. We need users to constantly confirm the strength of their association with the information: the stronger their association with the information, the stronger their ability to spread the information.

So we can see that in this Didi activity, through a continuous question-and-answer format, they ask you about your overtime situation one sentence at a time: "Is this your situation? Choose ABCD."

During this selection period, users are constantly confirming information. By confirming information step by step, the user's stickiness and value of this information are enhanced, thereby promoting user dissemination.

The third step is a sense of security: when we help users have reasons to show off, we also need to make them feel that showing off and sharing is safe.

The voting results tell users:

"This is the behavior and conclusion of a large group of people. You are not alone. This is the answer of a group. You are safe."

What is finally presented is the overtime situation in each region and the overtime ranking of each region as expressed by everyone. There are no individual names, but everyone can participate together.

This seemingly authoritative vote can help you get a very safe reason to share, so that you can share this activity.

2. Peep

The desire to voyeurism comes from the instinctive curiosity of human beings towards unknown things. Everyone hopes to know more so-called truths that are unknown or hidden. The deviation in the acquisition of this information can bring everyone a certain degree of survival security.

For example: Let’s say you and your friend have different understandings on the issue of housing prices. You have your own relatives in the real estate company, and then you get more information. Through the information bias you obtain, you know more than him, and you have a relatively greater advantage in the competition.

The appeal of "I know more" allows people to have more energy to survive in social situations. In terms of content and activity design, how can we use voyeurism to enable interaction between users?

In order to create good voyeuristic stimulation in an activity, three main settings need to be met: ambiguity of information, associative ability, and compensatory value.

What is the ambiguity of information? It's something that you seem to understand but not quite.

Let’s take the show “We Are 15” as an example:

The keywords of the official promotion are "15 people" and "a live broadcast of a life experiment with strangers". We will find that the relevance of this information to our lives lies in getting along with strangers, and the ambiguity lies in the live broadcast and life experiments.

This is information we don’t have personal experience with and is a way of dealing with information ambiguity.

With such ambiguity, the sentence can be understood individually, but when viewed as a whole, users may not be able to understand what it means. With such ambiguity, users will have a kind of psychological cognition, which we call the "urgent cognitive loop."

Xin Shi Xiang 's "Four Hours to Escape from Beijing, Shanghai and Guangzhou " is completely understandable as a whole, but it can be broken down into:

"Four Hours", "Escape from Beijing, Shanghai and Guangzhou".

They are all familiar words in our daily life, but when we string them together or piece together individual words, it is actually difficult for us to understand what they mean. There is always something vague that we need to dig into. At this time, this ambiguity, this kind of content that seems to be understood but not really understood, prompts us to explore and find the meaning behind this content.

Then the next step is to set an associative ability for this content.

Before users are motivated to take action, they need to be given a value judgment on this vague information. Snooping is not something that has no bottom line.

In human psychology, human nature also has a certain resistance to uncertainty, so we need to let users make value predictions about such uncertain values, which we define as "imaginary value" or "associative ability", and stimulate users to make associative judgments through sensory guidance such as text, sound, and vision.

In January 2016, WeChat launched the red envelope photo feature in Moments, which made good use of the associative ability. Users only need to click the button to post to Moments to see the option of taking a red envelope photo.

After posting the photo, it is blurred with various outlines. Friends can only comment and see the photo after sending red envelopes. Although this activity was taken offline in a very short time due to risks, it still created a grand event with many people participating.

The reason behind this phenomenal activity is that the setting of the red envelope has a very strong associative ability. Through some outlines, virtual text descriptions, and some renderings by the person who posted the photo, everyone is very eager to obtain the real things behind the information, which is why it has such a high degree of dissemination power.

When there is a psychological gap in the information sources between people, it will cause a sense of existential crisis between two or more people to a certain extent.

For those who failed to successfully peek at the information, or who learned the information later, they are at a disadvantage at the level of information equivalence, so they will do everything they can to make up for it, but the prerequisite for making up for it is that they need to judge that they have to do it.

Therefore, in the event, we need to expand this information gap as much as possible.

After expansion, before and after snooping, users will take various compensatory actions. At this time, we provide compensatory tools to help them obtain the lost information.

For example, in Xin Shi Xiang’s “Escape from Beijing, Shanghai and Guangzhou in Four Hours”, in fact only 20 people were able to obtain the core information and successfully spy on it. But what methods did the organizer use to make up for those who did not participate?

Through online live broadcasts, follow-up story reports, personal interviews and other methods to satisfy everyone's compensatory behavior, in fact, everyone has a lot of needs in this information gap.

Therefore, when designing an event, don’t just look at what is happening at the moment of the event, but pay more attention to the information gap generated by the event and the users who are in the information gap, and what methods they need to make up for the information.

Whether we are organizing an event or creating a piece of content, or providing extended coverage of the event, or making up for the information gap through other forms, these are all things we need to consider.

3. Being loved and cared for

The need for voyeurism extends to another explicit need, which is to be loved and cared for. This demand is a very passive behavior, so in most cases, it starts from the user's self-awareness. Letting users actively seek attention and love is the reason why the activity can successfully utilize this factor.

The key is to help our users by presenting activities and telling everyone who I am. This is what I said before. The purpose of all social interaction and social communication is not to get to know others, but more to express to others "who I am".

In daily life, no matter what method we use to attract others, we need to go through a storytelling process, and post it to friends circle through various methods such as pictures, language, sound, etc., to express and attract others' attention.

This is a very core key point in communication. All communication is based on expressing oneself, telling others "who I am", and "I want to define who I am."

4. Fun and entertainment

The nature of playing has existed in everyone's genes since ancient times. Through entertainment, we can even forget the stress and pressure in our lives. Therefore, the pursuit of pleasure is actually a trait that everyone possesses.

5. Greed

The love of taking advantage of small things, getting a lot in advance, and enjoying things in advance are all manifestations of the greed in our human nature. The methods currently in use include various sweepstakes, discounts, and bets, all of which take advantage of this aspect of human nature.

6. Sensual enjoyment

Activities and content are like dates with users. The sensory experience presented by the activities is also very large, which affects the overall effect of the activities.

When we are doing operations, everyone should have infinite persistence in details, so that the visual and auditory senses in the activities can play a certain charm in front of users and achieve a relatively high experience effect.

In fact, many people have been discussing what the Internet is before? What exactly is operation?

In fact, I think the Internet is not a tool, but a world where the virtual world and real life are parallel. What we need to do in operations is to connect the virtual world and the real world to achieve an experience that is highly consistent with real experience.

2. Three manifestations of the subconscious mind

1. Lies and fear

Lies and fear are common to everyone. Here I will only give examples of three of the most common lies and fears.

Many people do not need to express their emotions, or even try to hide them. These implicit things can often become some very good ways for us to penetrate the minds of users. Everyone has something they are afraid of, and beneath this fear, there must be hidden lies.

Let’s take a look at the three specific subconscious industries and fears?

(1) The lie is “I’m fine”, and the fear is “I’m not as good as I thought”

In fact, whether you say it or not, everyone's judgment of themselves is relatively blind. In the absence of any comparison, you will definitely subconsciously feel that you are pretty good in some aspects, whether it is appearance, social skills, work ability, or other abilities.

On the contrary, under such a lie, you are afraid that this judgment will appear, that is, "I am not as good as I thought."

Therefore, when setting up the event, we try to use this kind of content and some feedback to help users get the answers they want amidst lies and fears.

What is the desired answer?

The first is to constantly reinforce their lies, help them tell themselves "I'm fine", so as to gain re-recognition of the lies, and constantly dilute or help users overcome their fears and eliminate the possibility of fear arising.

Through such designs, we can utilize and stimulate the user's subconscious mind.

(2) The lie is “I am unique” and the fear is “I am ordinary”

Basically everyone will reject similarities and enjoy the sense of existence brought by their own uniqueness, "Everyone thinks I am different." It would be very embarrassing if two girls went out and carried the same bag.

Because everyone rejects similarity, there will be PK in similarity.

Women have an innate desire for uniqueness. They are easily proud and pursue individuality. They like to compete and distinguish between success and failure. They do not want to be ignored or drowned in the crowd.

These common characteristics actually stem from everyone's sense of protection in survival. Therefore, when designing content, we should try our best to enhance the user's sense of superiority, create differences in results, or form a certain degree of scarcity, so that users can better feel "I am not ordinary", "I am not ordinary", "I am unique".

(3) The lie is “I may not be able to”, and the fear is “I can’t”

We often think, “I may not be able to do anything about it.” For example, are people who have bought gym memberships really using them?

This is all because businesses take advantage of our subconscious, lies and fears. We all feel:

“It seems like I should be fine,” “Maybe I can finish reading Luo Pang’s subscription,” but in reality we are afraid that others will tell us, “You can’t finish reading,” “You can’t persist.”

By setting up such lies and fears, we can stimulate the user's subconscious mind and sell our products through these flawed subconscious minds.

2. Rebellious emotions

Rebellious sentiment is a temporary detachment that everyone experiences when their cognition and values ​​are relatively stable. No matter how quiet a person is, he or she has a wild side, and no matter how fierce a person is, he or she has a gentle side. We can understand that rebellion is an immediate emotion, and when we follow the rules, we always have the hope that we may go crazy.

This rule also applies to products. The public's feeling towards goods and services is usually mediocre and rigid. However, if you find that the product starts to joke with you or argue with you in an uncharacteristic way, you might find it very cute.

3. Expand your imagination

Many activities and warm-ups need to throw out some kind of suspense. One or two pieces of information are enough to keep people talking for a long time. Everyone has a very strong ability to interpret such obscure content, symbols, text, and pictures. Taking the literal meaning is definitely the best interpretation of this matter.

There are only two ways for users to consume regularly: one is active consumption and the other is passive consumption.

The so-called active consumption is when our needs and goals are very clear, for example, "I have dandruff, and I hope to buy a shampoo with better anti-dandruff effect to solve my problem." This kind of active demand is relatively result-oriented, its goal is to solve the problem, and its autonomous driving force is very strong.

In this case, consumers' judgment takes up most of the time, so when creating activities and content, consumers tend to make their own choices.

The so-called passive consumption refers to a consumption scenario that occurs when demand is vague and the scenarios are randomly mismatched.

For example, when you are at work and your boss says, "You are going to be late, come to the company quickly," you will not be in the mood to buy any anti-dandruff shampoo at this time.

When users are passive accepters, a passive consumption environment will be created, most of the time and in most situations. There is too much information, too many products, and too many things to come into contact with and digest. We are basically in a state of passive consumption.

In a passive state, a very direct psychological closure state will appear. When we passively accept these contents, advertisements and activities, our state is very unstable. So when the demand is not as direct and purposeful as the first type, then these contents in the passive state are in a vague cognition for users.

Psychology has proposed a concept called cognitive closure, which is considered to be a stable cognitive characteristic and decision-making feature of human beings.

The so-called cognitive closure simply means that in relatively uncertain or unstable information, individuals are more inclined to find a simple and clear answer to avoid their anxiety.

When users are in a passive psychological state, various cognitive closure situations will occur due to the limitations of the scene content itself: one is mechanical cognitive closure, and the other is continuous cognitive closure.

Continuous cognitive closure. For example, for people who don’t play games , especially many girls, once we hear the word “game”, we will feel bored, wasting time, uninteresting, don’t want to play, etc. If our boyfriend keeps playing games, we may even feel alienated. These feelings are based on conclusions and judgments drawn from our previous experiences, which may lead to this continuous cognitive closure.

Mechanical cognitive closure is when we make an immediate judgment about current information that makes us anxious based on incomplete information.

For example, the title of an article is "You are not anxious, you are eager for quick success and instant benefits", which explains the correlation between anxiety and eagerness for quick success and instant benefits. It seems to make sense, but for content consumers, it will cause cognitive closure of urgency. In fact, there is no correlation between the two words themselves.

Several ways to break through the user's cognitive closure:

1. Break the routine and create some cognitive contrast.
2. By describing a scenario to users and quickly making them feel the scenario in their minds, their cognition will be broken and they will no longer think “it has nothing to do with me”.
3. We can quickly connect what we want to express to the user's emotions and mentality through scenario-based scenarios. Relatively speaking, if we can stimulate the user's emotions and bind with the user's emotions, this will be very contagious.

3. How to quickly capture users and sticky interactions

When designing content for a communication product, how can you quickly capture users? How to quickly generate sticky interactive behavior with users? What are the effective criteria for judging word-of-mouth and dissemination incentives?

1. Frequency of activation

Activation frequency refers to how often a stimulus appears in a user's daily life. For example, most people only drink alcohol in specific situations, and only a few people drink alcohol frequently, but everyone drinks water at any time.

2. Relevance to reality

Regarding our marriage, having children, buying a house, friendship, lifestyle, work, and love, all these topics are what we pay attention to for a long time. They are ultra-high frequency topics that we think about, watch, absorb, and stimulate every moment of every day.

So when we choose content topics and interactive content, we might as well choose from these topics, which can help us quickly gain the user's attention.

3. Scenario-based

How to help users restore the scene?

Time is very precious to every user, so helping them make decisions quickly, saving time and reducing losses are key issues we need to consider when operating content .

Many service products today, such as video, audio, music, and e-commerce , are aggregated content presentations. When users see a lot of optional content on a page, they are less able to choose.

This is why we are now doing "live streaming + e-commerce" and "content + e-commerce", because we can help users reduce their churn rate and improve conversion effects by deepening a scenario. We need to try to provide users with scenario-based solutions.

The last point is that users will generate social demands when consuming content. These social demands are mainly concentrated in the small ecosystem formed in the macro environment of social relations based on the fact that all users have their own social tags and based on different cultural attributes.

For example, every country has students from different cultural groups. These groups of students studying abroad will derive small subculture groups based on hometown, interests, subjects, etc. We need to define our own labels through this kind of social communication to tell users: "Who am I", "What kind of circle do I belong to", "What kind of cultural values ​​and attributes do I belong to". We also need to pay attention to such social demands and reflect them in our content and activities.

That’s all for today, thank you everyone.

The author of this article @李明轩 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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