There is a kind of relationship on WeChat called the silent "zombie relationship". How to promote it through WeChat marketing?
| WeChat promotion, WeChat marketing, how to promote WeChat? How to market on WeChat? : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : As a result, the social circles based on the WeChat platform eventually formed two types of relationships: one is a real strong-relationship social circle; the other is a weak relationship temporarily built based on certain interest needs. The more WeChat is used for work communication, professional circle social networking, marketing promotion, etc., the larger the proportion of weak relationship circles will be, and the more real the picture described above will seem. In fact, the real reason why people feel tired, lost, anxious and other emotions is not "the increase and flood of information in the circle of friends" as many articles say (this is only one aspect). The essence lies in the fact that this temporary weak relationship cannot give us enough satisfaction, security and sense of maintenance. The problem is that this kind of weak relationship circle is becoming more and more important on WeChat, how does it affect us? And what adverse effects will it have on the WeChat product itself? 1. "Temporary social relationships" based on interest needs: most likely to become "zombie relationships" As mentioned above, this type of relationship now occupies a large proportion on WeChat. Although this type of relationship is caused by work reasons, professional social networking, and mixing in a certain class, it is essentially based on interest needs. Of course, the interest here is not a derogatory term, nor does it refer to money, but it carries a specific purpose or need. For example, an unfamiliar or stranger adds you as a WeChat friend because he/she wants to consult you about something, or just wants to establish a preliminary WeChat contact in case he/she needs help in the future, or to build up connections, or for marketing promotion, etc. In short, this kind of relationship is not triggered by real friendship, but mostly has certain needs. This kind of relationship will be activated when the need for interest arises, and a "temporary social relationship" will be established. Once the need is met, the social relationship will gradually fade, and even return to the ranks of strangers. So this relationship is like a temporary tacit "communication contract". If zombie users represent the large number of inactive and silent users on Weibo, then "zombie relationships" seem to be a good description of these temporary relationships on WeChat. The activity of these relationships is inactive most of the time, and they just lie there quietly. It seems that you have many "friends" or "relationships", but many of them are just for show and have poor interactivity. It is precisely because there are more and more "zombie relationships" on our WeChat, and the resulting redundant and useless information is becoming more and more serious, that our tolerance is about to sound the alarm. Therefore, the fact that many articles discuss this phenomenon on WeChat shows that we have personally experienced the existence of this problem. 2. What conditions are needed to transform temporary social relationships into close relationships? When it comes to this issue, we must first talk about maintaining relationships between people. If relationships between people are to become more sticky and transform into close emotional relationships, certain conditions are required. The first condition is: communication and maintenance in real situations. Studies have shown that face-to-face communication between people can promote the enhancement of social relationships. Therefore, for most of the weak relationships built temporarily on WeChat, only by constantly having opportunities or creating opportunities for real communication can such relationships become closer. The more resonance there is, the more emotional factors will arise, and emotions are the important bond for maintaining lasting relationships. In principle, closer social relationships will lead to more interactions, exchanges, and greater activity. This real scenario can be applied to WeChat as follows: constantly integrating into a circle on WeChat and constantly exposing yourself in it to gain opportunities for communication; constantly discussing with others; or moving from online to offline for more face-to-face communication. Therefore, frequent communication with others on WeChat, or the transformation of temporary relationships to offline, can elevate temporary relationships, make them closer, and lead to more interactions. However, generally speaking, most people cannot do this. If not, then this temporary relationship will fade quickly after the connection is established, and subsequent interactions will lack motivation. For example, some people who don’t like to participate in circle discussions and have no intention of deliberately creating opportunities for communication are very likely to become a member of a “zombie relationship”. The second condition is that when the temporary social relationship is restarted due to interest needs, communication and activity will be restarted. If this interest need occurs continuously and uninterruptedly, for example, after adding each other as friends, there will be regular communication and exchanges due to work needs, then this relationship will become close in the long run. But this situation only happens rarely in your circle, because the people who really need long-term communication for you are after all a minority, and the remaining temporary social relationships remain silent most of the time. The third condition is that when a temporary social relationship finds a "resonance zone", for example, both parties have similar interests and hobbies, their living environments are not much different, the information they pay attention to is similar, the work content is very overlapping, etc. Only when resonance occurs, will two strangers, or two people who establish a communication relationship due to some interest needs, have the desire to maintain it further. Only then will this relationship have the possibility of transforming from a temporary relationship into a close emotional relationship, communication and interaction will increase, and they may even become real friends. However, it is difficult to find a true friend in life, and this kind of "resonance" is something that can only be encountered by chance. Therefore, although these conversion conditions can be achieved, they do not occur frequently for most people, so our circle of friends is still mainly temporary social relationships with little communication, interaction, and low activity. 3. Why does this temporary social relationship gradually fade, become less active, and even become increasingly silent? As mentioned earlier, temporary social relationships are established along the way, and most of them are based on some kind of interest needs, so the two parties building temporary social relationships do not understand each other. We don’t know what the other person’s real life is like. The information we see about the other person on WeChat Moments is specially labeled, and this information has been self-screened and filtered. In other words, what we see of each other, whether it is life, personality, temperament, hobbies, habits, work, etc., is what the other party wants us to see, and it is all fragmented. Therefore, we cannot truly understand each other, and if there is no opportunity for contact, we cannot perceive each other's full picture, and thus are even less willing to reveal our true selves. Therefore, this temporary social relationship can only be maintained intermittently, and will only be activated to the greatest extent when interest needs arise, making it difficult to maintain an interactive relationship in the long term. Therefore, occasionally posting messages in the circle has become a way to create opportunities for interaction. However, the amount of information exposure should not be too little (too little is not conducive to maintaining temporary social relationships) nor too much (too much will cause information pressure). For most people, this kind of temporary social relationship seems to be a waste of time. For example, someone adds you on WeChat for some reason, but after communicating with you you have no further information or become strangers forever. However, the other person's messages often appear in your circle of friends, and you don't care much about these messages, so this only increases the pressure of information processing. At this time, three situations will occur: first, blocking, each other will become forever silent, there will be no interaction and communication, and it will become a real "zombie relationship". If the other party finds that he is "blocked", the relationship may deteriorate; second, for some considerations, you often like those who have established temporary social relationships with you, and occasionally comment, but this will turn you into a like machine and make you tired. Third, don’t block, but never like or comment on messages, because “I really don’t know you and don’t have a real impression of you. Sometimes I want to comment but I don’t know the right words to start. I’m worried that inappropriate comments will destroy our assumed impressions of each other. Don’t blame me for not speaking, because we are really not familiar with each other.” Therefore, the mental cost of maintaining this temporary social relationship is very high, and it may even make people feel at a loss. Of course, some people say that you can delete the other party and end the relationship, but many people think that deleting is disrespectful to others, so they will choose one of the three situations mentioned above to deal with it. I agree with what Professor Wei Wuhui said on WeChat, "Interpersonal relationships are a subtle thing. How you treat others is how they will treat you. There is no need to make it clear publicly." So while everyone tacitly approves the existence of this kind of social relationship, they also endure the barrage of messages and even have to consider maintaining it. This can indeed make people irritable and anxious. The direct physiological reaction caused by this state is anxiety or even disgust towards the increasing amount of irrelevant information. Ultimately, this state will greatly reduce the frequency of opening WeChat and checking Moments, because avoiding it is a direct way to relieve information pressure and anxiety. Therefore, we can understand why so many people are calling for escaping from WeChat Moments, putting aside their mobile phones and returning to real life. This is why temporary social relationships have low activity levels and may even turn into zombie relationships. 4. The stickiness of WeChat Moments will weaken, and most people will become lonely performers. We will also find that the more unfamiliar people we add to WeChat Moments, the more silent we will be, because people are less willing to expose their real life status to people they are not familiar with. Therefore, as the WeChat platform increasingly becomes a tool for people's professional survival, development, marketing, etc., this kind of silence in the circle is bound to happen. As for the original real and close social relationships on WeChat (friends and relatives, strong relationships), WeChat actually serves as a communication platform, and the activity of these strong relationships is limited. Even without using WeChat, this strong relationship can still be maintained through other means of communication. Those weak relationships based on WeChat are bound to the WeChat platform. If we cannot find a way to transform them into close relationships, they can only be maintained by WeChat. However, as mentioned above, the cost of maintaining such relationships in the long term is too high and difficult. However, this kind of weak relationship now occupies a large proportion on WeChat, which is bound to weaken the stickiness of the circle of friends. In addition, we cannot ignore the fact that the scope of everyone's attention and care is limited. For example, most people care about their own social circle, work circle, class circle, and professional circle, and the roles you position yourself are also limited to one or two. For example, people who are involved in mixed media will often pay attention to and publish developments and information in the media circle, but this information cannot arouse the interest of your friends in other circles, so there must be very little interaction between these circles. As for those unfamiliar temporary social relationships, because they are not familiar with each other and have no overlap in life or work, the frequency of interaction will be lower. The more such relationships there are, the lower the interactivity. Then, the lonely performer in the center of the stage came to my mind again. Everyone stands in the center of the stage, but no one knows who the audience is or what they look like. Everyone has so many "friends" in their circle of friends, but they don't know what these "friends" are like and how to interact and get to know them. What happens to your circle of friends when your enthusiasm fades? Who has a "zombie relationship" with you? App Promotion |
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