When using hot spots, operators need to pay attention to two points

Only a few days into 2018, the internet was abuzz with rumors of a female star cheating with a male singer. Some idols even bought a trending account on a certain Weibo account to protect the star, which resulted in the gutter oil incident at the Purple Palace.

According to statistics, the number of Internet users in China has reached 751 million. Among such a large group of Internet users, the silent ones are already a minority. When an event occurs, it always attracts onlookers. This group of spectators always likes to have fun around the event, and they like to have fun themselves even more.

For operators , there are two extremely scary things. The first is that there is no hot spot to take advantage of, and the activities that have been time-consuming have mediocre results. The second is that hot spots appear so suddenly that it is very tiring to chase them.

Creating a hot spot is much more difficult than chasing a hot spot, so most operators will choose to put down their current work and take advantage of the hot spot.

As an operator, the editor has reflected on some hot events in the past and distilled two major points that need to be paid attention to when riding on the hot topics.

1. Become a Pioneer or a Thinker

1. Hotspot Pioneer

A pioneer is not the first person to try, but the first person to succeed.

After NetEase Cloud Music’s “Music Review Train” went viral on WeChat Moments , the train was almost ruined by advertising companies. ZUK mobile phone put advertisements in the subway, Stefanie Sun’s new album "Dancing Van Gogh" was launched, QQ Music put advertisements in the subway, and Beijing Hyundai planned the "Time Museum" train event.

In fact, as early as 2014, Suning had built the "Youth Olympic Suning Metro Train", but it did not cause a widespread sensation. NetEase Cloud Music’s “Music Review Train” was not the forerunner of the subway marketing event, but because of the characteristics of the product, it became the forerunner of the subway marketing event.

Internet commentator Lan Xi once said in an article titled "Sorry, Subway Marketing May Not Be the Home Field of Advertising Companies" that "When NetEase Cloud Music posted more than 5,000 comments on the Hangzhou-Hong Kong subway, it was simply taking advantage of the communication opportunities in a closed environment. The emotional expression of users is far more infectious than the carefully crafted and antithetical copywriting by advertising companies. "

The reason why NetEase Cloud Music's Music Review Train has become a hot topic is that users are touched by the comments below the music that "share the same experiences as themselves", which stimulates users to forward the posts. Users spread the "Music Review Train" event, making the Music Review Train event a hot topic. Therefore, NetEase Cloud Music's "Music Review Train" has also become a forerunner of train marketing events.

2. Hot thinkers

Watching the fun is the norm for netizens, while making fun of oneself is the norm for young people. In the past 2017, many hot words have emerged: middle-aged people born in the 1990s, thermos cup, sad, and greasy.

NetEase News client planned the "garbage transfer truck" activity based on hot topics and young people's tendency to make fun of themselves. The event was jointly organized by Ping An of China and NetEase News, and was triggered by a group of online short videos and H5 pages .

These short videos reviewed the events that occurred in 2017 and attracted much attention from young people. The resentment hidden deep in the hearts of young people made them unhappy, thus leading to the "garbage transfer" activity.

On the H5 page that comes with the event, users can choose the reason for their unhappiness on the slot machine and click on one-click transfer. They can then see a garbage transfer truck start transferring garbage. After the transfer is completed, it will jump to the "Transfer Chicken Soup" page to provide users with a secret recipe for transfer.

I originally thought that the event was over, but I didn’t expect that NetEase actually built a garbage transfer truck, and there was even a transfer ambassador on the truck. Just wave your hand on the street to stop it and get on a car for transportation.

People who often use Weibo should know that there are some old memes on Weibo such as "Retweet this koi to bring good luck, forward this picture and you won't fail the exam" and so on. After careful consideration, NetEase News and Ping An of China reshaped these old jokes, and thus the garbage transfer activity came into being.

Internet crazes often have one hot topic after another. Blindly following the hot topics will not only yield little gain, but will also make you exhausted. Only by monitoring these hot spots, analyzing the reasons behind them, and thinking about them can we find the correct way to chase them.

2. Consider product features and conversion rates

Not long ago, the annual bill of Alipay and the playlist of NetEase Cloud Music were all over the WeChat Moments. Indeed, at this special time of the New Year, H5 with inventory is extremely easy to attract users' attention. But in the past few days, Hezijun found an easter egg in the Taobao APP. By entering "2017" in the search box, you can see the "2017 Era Baby Awards Ceremony" H5 page.

When I first entered this interface, I secretly wrote the word "convinced" in my heart. This H5 page, in the form of an award ceremony, counted the most popular and most purchased products on Taobao in 2017. The design of the entire page is mainly retro, very exquisite.

Each award has a corresponding secondary page. I originally thought that the secondary page was just an inventory of the products on the purchase quantity list, but after reading all the awards and secondary pages, I found that there were some mysteries hidden in them.

"Hair Fiber Powder" has become the annual treasure to save the middle-aged people from danger. Its secondary page displays some products that are popular among the post-90s middle-aged people. Users only need to click on the products to reach the sales page. The well-crafted page copy and the products that are popular among young people have increased the sales rate of the products.

The "Eight Immortals Tube" has become the white-collar life-saving treasure of the year. On the second-level page, the products with the highest purchase rate among employees of Internet companies are displayed, and the buyers are segmented. Alibaba employees love the Thai Eight Immortals Tube the most, Tencent employees love the octopus head massager the most... This list segmented by data gives users the opportunity to please themselves.

Taobao's "2017 Era Baby Awards Ceremony" took stock of the products with the highest purchase rate on Taobao in 2017, leading users to an annual carnival. The varied secondary pages were like Easter eggs, which not only made users happier, but also increased product purchase conversions .

The best way to chase hot spots is to keep up with them and combine them with the functions of your own products. In this regard, the annual reviews of Alipay and NetEase Cloud Music have achieved this. The advanced way to chase hot spots is not only to combine them with product functions, but also to improve the conversion rate, whether it is the conversion rate of attracting new users or product sales. Taobao APP has achieved this.

Summarize

It is not easy to take advantage of every hot spot, but before taking advantage of each hot spot, you need to think repeatedly to find the most suitable hot spot and the most correct way to take advantage of it.

This article was compiled and published by @活動盒(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century