What factors make users willing to share?
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A few days ago, “My Story with WeChat” went viral on WeChat Moments and even put pressure on the servers. After that, when the Alipay bills came out, many people posted them on WeChat Moments. In fact, there was no guidance for users to post these two messages, but users took screenshots and posted them anyway. What made users willing to post them? Is it just a sense of participation? Every new media marketing planner is eager to spread his or her activities along the social network with a very short path, relying on users' voluntary sharing to achieve high returns at low cost. If we break down a successful social communication case, the simplest model may be these two steps: 1. The activity content fully impresses users; 2. Trigger users’ motivation to share; the first step is that users think the content is good. They may click “like” in their mind, remember it carefully, save it, or even take notes. But in the final analysis, this is an input process and there is no interaction with the outside world. The second step is the link that everyone dreams of, which is triggering users to actively share. This is an output process. The output process is actually the user's external expression, a kind of re-creation, except that the previous input is shared as the material for expression. Even if you don’t “create” anything, sharing itself filters the information and endorses its trust, and is also a form of creative expression. When we ask “Why do users share?”, we are actually asking “Why do users express?” Expressions can be divided into two types. One is direct benefits, where you get paid for doing things, such as rewards for forwarding. The higher the benefits, the better the effect. The other is hidden motives, which is the focus of the following discussion. Human evolution has a long history, and modern history is only a small part of it. There is a long-standing motivation for expressing this, which has nothing to do with trendy words such as the Internet, mobile Internet , and social networks. Perhaps we can look for the motivation for expression by analogy with the primitive society a long, long time ago; a primitive man in a primeval forest may have the following motivations, which have a certain logic before and after but are not the only effective ones: 1. Announce your existence – If the outside world does not know your existence, then it is actually equivalent to non-existence. Examples: simple expressions of emotion, signing in, and simply giving others a thumbs up; 2. Find similar people – gain a sense of security and increase the probability of survival through group coexistence Cases: Anime and other subculture content, programmers ’ self-deprecation, IT overworkers, etc. 3. Show your uniqueness – Being different is an important expression of my existence Case: Expressions such as travel, study tours, famous schools, and famous companies are actually meant for people outside the circle to see. 4. Provide value – Make yourself useful in the group and expand your influence Case: Faster news, more useful knowledge sharing 5. Attract attention – If you cannot gain attention by providing value to others, you may instead use some of your own experiences to attract others’ attention. Case: Broken heart dynamics, suicide dynamics 6. Seek help – It’s about your survival Case: Online help 7. Crisis warning – It’s about group survival Case: Doomsday rumors To sum up, all expressions are originally for "me", and sharing is because "it is related to me"; and the best proof of "it is related to me" is "external attention and feedback." Back to social marketing itself, if the purpose of an activity is to spread and let more users share (express) externally, it is best if users participate in the activity for sharing and external expression from the beginning. When we see that our friends can get a lot of attention from others by using "footprints", we are already eager to try it in our hearts; It can be divided into 3 steps: 0. Connect with users with great content 1. Help users create better (users can create good content beyond their level with low investment) 2. Help users design their friends’ feedback behaviors. The best communication activities are these three steps that form a cycle: (Take UC Thanksgiving brand activity as an example) I participated in the activity because I saw my friends were in the content, and my participation brought feedback to my friends My participation creates "new content with me in it"My other friends see the content I'm in and participate, giving me feedback Sharing is expressing creation. Everyone’s sharing is ultimately to prove themselves, and the best way to prove oneself is the feedback from others.APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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