How to find the point of product dissemination? The content that floods the Moments has these 5 characteristics

Once when I was doing product design in the company, I took into account that there is a big difference between C-end products and B-end products. In addition to the internal drive of the product, C-end products must have a strong tension for outward expansion. In this tension, active sharing is an important part. Therefore, I brainstormed ideas with my colleagues, but after several hours, there was no good solution.

On the way home from get off work, I suddenly thought, why not study the motivations of users to share? This way, you will have a methodology for creating content in the future. Brainstorming ideas without any clue is very inefficient. Later, I checked a lot of information and even finished reading "Contagious", but I don't know if it was because of the case or the translation, I felt that it was not explained very clearly. Therefore, I wrote this article based on my own understanding. I hope that when I create content in the future, I will not only rely on low-frequency ideas, but also make content-driven user sharing become methodical.

At 2 a.m. one morning, a friend said to me in a very nervous tone: "It took me three hours to finally solve the image loading problem, awesome!" Then he sent me a screenshot similar to the following:

Then he asked me excitedly: "Isn't it awesome?"

Oh my god, who the hell can understand this? If you want me to praise you, at least post something I can understand. It's like a calligrapher. I don't even recognize a single character, and you want me to praise your vigorous brushwork?

Let’s not talk about whether I can understand the code or not. Such sharing scenarios happen frequently. One day you finally finish a painting, and you want to show it to your friends and ask them to praise you. One day you pick up ten dollars on the road, and you want to tell your bestie that you are so lucky.

In our daily work and life, sharing is the norm between people. We are constantly expressing our emotions, looking for topics to talk about, expressing our opinions, and exchanging ideas. But why is it so difficult to share your product or content?

According to statistics, an American talks about more than 60 brands every day. I believe this number is not less for us.

When eating, we have to discuss with colleagues where to eat. The cost of lunch every day is a painful selection process. We have to fully review the available businesses around us, and everyone talks about it. During work communication, we will talk about the companies we want to cooperate with and the products we want to learn from. When chatting, we will talk about which games are fun, which products are easy to use, which goods are cheap, and where are good places to travel.

But when it comes to our products, we racked our brains to think of various ways to share our products, such as following hot topics, making them funny, and giving away money and discounts. But it's like when you go to the toilet, you hold it in until your face turns red, and finally you find out that it's just a fart.

Why is it that the sharing of many products and content has exploded, while yours can only stare at the user growth curve that looks like an airport every day? I hope the following points can give you some sharing-driven thinking directions.

1. It can extend our advantages

I spent a lot of time browsing my Moments and analyzing my friends' chats, trying to categorize the content shared by users. I found that one category has a particularly large proportion.

To sum it up: " Feeling great! "

One day, a colleague told me that Xiao Qi was jumping around on the balcony and making some gestures, and he seemed a little crazy. Xiao Qi, a boy, is less than 1.7 meters tall and weighs over 180 pounds. You can imagine my complicated feelings when I saw the fat around his waist swaying.

Not long after, I checked my Moments and found that he had posted a short video, which was a video of the actions he did on the balcony, but the editing was really good, and the special effects and background music were all great. If I meet him again, I will tell him: It's awesome, you are so good at video editing and special effects, and the BGM selection is also good.

He told me, "This is Tik Tok , it's very easy." I thought to myself, he is also an interesting person.

Since March this year, Tik Tok has suddenly become popular and is currently second only to Kuaishou in Appstroe's photography and video rankings. This short video function has played an indispensable role.

When "The Empress of China" starring Fan Bingbing was popular, the photos of her wearing Fan Bingbing's clothes were photoshopped every day and almost all over my circle of friends. She was so beautiful.

Coincidentally, on the Army Day of August 1 this year, various military photos of loser guys who usually don’t post messages on WeChat Moments and Weibo were posted, making you feel that there were handsome guys everywhere.

And when Faceu 's short video feature came out, I remember the plain-looking girl next to me was so pretty, cute, adorable and funny in the video.

In fact, it’s more than just interesting and good-looking. I used to have an old classmate who often posted his own ancient poems on WeChat Moments. Once, he even added the two small words "Wang Bo" after his own poem and asked me, "Do you know who wrote this poem?" As a rough person like me, I naturally haven't read much of Wang Bo's works, so I could only be confused and said, "Wang Bo." He immediately said, "Actually, I wrote this," and looked very proud. Of course, I looked very unhappy and said, "Are you kidding me?"

We also often see people posting photos of themselves reading, writing lyrical sentences, and deliberately being humorous and funny on WeChat Moments. In the final analysis, you see, I not only have a pretty face, but also an interesting (talented) soul.

We are willing to share things that reflect our excellence, whether it is appearance or skills . This is especially common in social and workplace products. Some of the events that have gone viral, such as touching the belly button with the back of the hand, A4 waist, and raising fish on the clavicle, all start from this psychological point of view and make people feel great.

Therefore, it is a good strategy to design and add some new features in the product to maximize the user's advantages (specialties) and make the user feel great about himself .

Simple extensions of the above-mentioned Mei Niang costumes and military uniforms, such as the Dragon Boat Festival: Qu Yuan costume (Hanfu); Mid-Autumn Festival: rabbit makeup or pets (cute), Chang'e costume (fairy), may be worth a try.

For example, if a reading app provides templates for displaying and sharing some sentence fragments, it not only meets the user's motivation to share, but also provides an opportunity for the product App to show itself.

Or for cooking software, providing users with good tools or photo-taking instructions to let users show off their cooking skills is also a good strategy.

2. The beauty we experienced

Such scenes appear in many TV dramas. When the hero and heroine break through the window paper and start to fall in love and are happily dating, there will always be such lines: "How great it would be if time could stop here!" Time never stops, but it can be recorded. Then, dog food appeared in the circle of friends.

We are willing to share our interesting and wonderful experiences . Wherever you travel, post some beautiful natural scenery; meet up with old friends and share the joy of reunion and new feelings; go to a new restaurant and if you think the environment and food are nice, share the color, aroma and taste of the food; go to Starbucks and take a photo of the coffee; if you see a good article or a funny paragraph, share it with your friends.

In 2015, there was an app that went viral, Zuji . Its most brilliant achievement was that it added 360,000 new users in one day. The most popular function at that time was the "one-click poster" function, which is a function that can edit the photos you took into the style of famous movie posters with one click, such as "Léon: The Professional", "Harry Potter", "Roman Holiday" and other poster styles. The photographs are processed in a more literary way, allowing the photos to create a sense of déjà vu of blockbuster movies. In other words, it enhances your feeling that life is better. Just like his slogan "Record life like a movie."

Take a look at the picture below. You should be able to see a lot of pictures like this in your circle of friends. The same goes for running, cycling, and fitness. I record and enhance the beauty of my experiences.

Inspire and strengthen users' sharing of the beauty of their experiences. For example, many tourist attractions actually encourage users to post pictures on WeChat Moments, but many attractions have not done well in this regard. For example, a restaurant with a nice environment is also a good guiding scene.

3. It can stimulate our emotions

If we listen to more speeches, we will find that the same content may have completely different effects when spoken by different people. A good speaker can fully mobilize the user's emotions. The audience follows the speaker's content, their ears perk up, their eyes light up, and their facial expressions become rich, thus drawing applause one after another.

The essence of information dissemination on the Internet is also content, and emotional stimulation is an important attribute of content sharing. Let’s take a look at the titles of some of Mimi Meng ’s articles that have been flooding the screen: "Pretty girls are all money-burning people" and "To the bitch: Why should I help you?" ! 》《To the losers: It’s not that I’m too high-profile, it’s that you have a fragile heart》《The workplace doesn’t believe in tears, go home and cry if you want to》《Is your girlfriend being naughty to you? You should be thankful that she loves you. Without exception, these articles can stimulate user emotions.

Mr. Noah Kagan of OkDork used BuzzSumo, an American social media tracking service analysis tool, to analyze the 10,000 most popular articles out of 100 million articles in the past 8 months and found that emotional content makes users more willing to share and achieve viral spread.

The types of emotional changes are: awe (25%), laughter (17%), entertainment (15%), happiness (14%), empathy (6%), anger (6%), surprise (2%), sadness (1%), and other emotional types account for 15%.

The emotions can be further subdivided into the following three categories:

3.1 Controversy of the topic

Some time ago, Alipay joined hands with 16 fund companies to jointly launch a set of GIF posters with the theme "The older you get, the less likely anyone will forgive your poverty." Just looking at the title, I believe you can take 10,000 points of damage.

Whether it is Zhihu or Weibo, the most popular questions are always the following:

(1) Feminist issues: This gave rise to Chinese rural feminism (I really hate labeling people like this);

(2) Overtime issue: Did those companies that required or did not require overtime eventually fail?

Problems in educating children in marriage: widowhood marriage;

(3) The issue of rising and falling housing prices: Ren Zhiqiang and Lang Xianping became famous.

Controversial topics all have one major characteristic: the content is straightforward and will hit your soft spot. Whether you deeply agree with it or it arouses your opposition, it will have a huge impact on the spread of the topic.

3.2 Emotional resonance

In recent years, there is a category that represents low-budget, high-grossing films: youth films. From "Old Boy" to "So Young", "Those Years We Chased the Same Girl", "Our Girlhood" and "Left Ear", when "Our Girlhood" was released, there was a very widely accepted point of view that the girlhood of most girls was an era when no one confessed their love to them, no one loved them, and they buried their heads in doing homework all day long. There was not so much beauty, and they were just ordinary girls who could not be more ordinary. The character setting of Lin Zhenxin, the heroine in "Our Girlhood", is very consistent with this characteristic. She has an ordinary appearance and a thick nerve. Every day her eyes follow the school celebrity Ouyang Feifan. Her male god Ouyang Feifan hardly even looks at her. This kind of character setting has a lot of emotional resonance for girls.

There is a type of post that is shared from time to time on the Internet: the common memories of the post-80s generation. Such content is similar to youth films, tapping into emotional resonance from our shared experiences, creating a sense of identity, and promoting sharing.

3.3 Contrasting emotions

In early September, I saw a news headline: "17-year-old CEO born in the 2000s: 300 employees under his command wrote viruses to hack teachers' computers, Lei Jun said he was under a lot of pressure." The reason was that Lei Jun posted a Weibo post, saying: "As an entrepreneur of the older generation, I personally feel a lot of pressure! The younger generation will push the older generation forward, and the future of the world will definitely belong to the generation born in the 2000s. Come on!"

Hot comments from netizens:

Adventure0751: You offend several groups with just one sentence. First of all, your emotional intelligence is not high.

The dark is the end: how big the shadow area of ​​the post-80s generation is. . .

Pang Jianzhe: A 30-year-old entrepreneur has no way of understanding the Internet...

Similar headlines are common, such as "A college graduate born in 1989 started his own business , listed on the New Third Board five years later, with a revenue of 40 million in half a year and a valuation of nearly 300 million" and "Raised over 500 million US dollars in 6 months, led by Alibaba . He allows users to buy a BMW for 24,000 yuan and change one every year. Why? ”, these titles create the impression that others are so awesome, but you are still a loser, triggering an implicit comparison between the reader and the protagonist of the article, and driving your emotions.

4. Self-interest/Altruism

One day I was browsing my Moments and saw something like this:

If your husband never posts you on WeChat Moments, there are only three reasons:

One is that I think you are ugly

Second, I think you are fat

Third, it is giving other women a chance.

At the time, I felt it was a bit strange and tried to analyze this friend's motives. The conclusion seemed very simple, just three words: "show affection." However, it could not be fully explained. After all, such content would make people feel that it was a bit deliberate. How do we usually show affection? Take a picture of the two of you smiling happily together to show the beauty of being together. Like this:

So what is the deeper motivation? You guys don’t take pictures of your wives, but I do. I am much better than you, so I am trying to “take credit”.

This is similar to showing off overtime in WeChat Moments. We often see articles with titles like this in WeChat Moments:

• "Those companies that didn't work overtime eventually died"
• "There is no hard work in the company, only merit"
• Loyalty is the basic quality of a good employee

The motivation behind these articles is simple: to show loyalty to one's boss. Whether it is to seek credit or to show loyalty, from a broad perspective, it is a selfish behavior. There is a large category of selfish behavior, which is various micro-businesses. This is easy to understand without further expansion.

In another direction, altruism (helping others), when we see information that is useful to friends, it will also promote sharing. For example, the following "Breaking news! Wuhan ETC charges will be cancelled from 0:00 on January 1, 2018" is very popular in the circle of Wuhan people.

Another example is related to the driving test. If you have a friend who is taking the driving test, you should be happy to share with him the new changes in the driving test system. Or you can read articles that you find rewarding, or a collection of funny colleagues' stupidity. We all hope to share with our friends. Knowledge and happiness can be passed on.

5. We all love gossip

One day your colleague Xiao Chen told you: "Did you know? My colleague Xiao Zhang has three boyfriends. The four of them met yesterday and almost got into a fight."

I believe that at this time, you must have chased Xiao Chen and asked: How did four people get together? How difficult is this? I can’t tell, how simple a girl you are in normal times. How did the four of them get together? Do you have any idea?

After you basically understood all the circumstances of the matter, you happily told Xiao Xie, your best friend, about it, and then the whole company knew about it.

If your colleague Xiao Chen tells you: "Xiao Zhang was praised by the boss for the XX plan", would you want to hear this information and would you want to share it with Xiao Xie? Gossip is the most vital thing and it is an important part of conversation.

According to the 2016 mobile information industry segmentation report released by Toutiao, Toutiao's entertainment interest users accounted for 68.29% of the total number of users on the entire platform, ranking first. That is to say, entertainment gossip is the most popular of all news categories, and 7 out of 10 people are entertainment gossip dogs.

Lu Han is in love, and the whole world knows about it. According to Weibo public opinion analysis, this Weibo post reached 1,067,371,309 people, and the number of reposts within 1 hour of the posting reached 180,000. Sina Weibo was even down for a while.

In the Wang Baoqiang divorce case, from August 14 to August 25, 2016, that is, ten days after Wang Baoqiang announced his divorce, the media reported about 86,171 news reports on "Wang Baoqiang's divorce incident", and netizens made about 9.257 million comments on "Wang Baoqiang's divorce incident". The media mainly included China News Network, Xinhua News Agency, Xinwen Morning Post and other media. By extracting keywords and performing topic cluster analysis on this information, the classification is as follows:

That is to say, apart from the news about Wang Baoqiang, other types of news only account for 3% of all news. You can imagine a scene. One day you get a newspaper, and you turn to one page and it says this, and the second page says this, and the third page says this. You don’t give up, so you turn to the last page of the newspaper, and then you see a lonely speech by a city leader. Would you want to die?

Summarize

What kind of content drives us to share?

1. It can extend our advantages;
2. The beauty we experienced;
3. It can drive our emotions;
4. Selfishness/altruism;
5. We all love gossip.

Hope it helps you!