How can activities attract more users? I summarized these 4 key points

When running events or conducting marketing activities , attracting new users, promoting the activity of old users, and increasing brand exposure are common goals. The issues that everyone is most concerned about are:

How can we get more people to participate in the activities?

To answer this question, the first thing you need to do is ask yourself: Why should users participate in the activity you are organizing?

When you ask this question, you actually want to know: What kind of mentality will make users participate in your event?

When discussing user psychology and human nature, Maslow's hierarchy of needs theory and seven deadly sins theory are used more frequently, but the author believes that these theories are difficult to remember, so the author has summarized a framework from four perspectives, hoping to better remember and apply these user psychology. The four frameworks are mainly proposed from the perspective of the process of user participation in activities, including the following aspects:

1. See your activity first
2. Seeing people around me participating
3. I also want to participate
4. Willing to share after participating

1. See your event at first glance

Generally speaking, whether it is an online or offline activity, only if your activity can attract users at first sight through copywriting or scenes, will users take subsequent actions and participate in your activity. So, why are users attracted to your event when they see it for the first time?

1. Curiosity

Many users are attracted to your activities because they don’t know what you want to do and want to know. What you need to do at this time is to create a certain sense of mystery in the copy or at the event site, so that users have an urge to know. You can mainly arouse users' curiosity through copywriting, pictures, and specific objects.

chestnut:

Why do people always like to browse Zhihu? Many times people browse Zhihu not to find answers, but to see what answers are behind the question. The desire to know the answer to a question is essentially a kind of curiosity. How to eat a bowl of noodles elegantly? Such questions can easily encourage you to click by stimulating your curiosity.

2. Fun

When some things that users already know can no longer arouse their curiosity, directly making users feel that the activity is interesting can also attract a large number of users in a short period of time. It can be made interesting for users mainly from the following aspects: it looks interesting and it is fun to play.

chestnut:

Why did Faceu and Faceu become popular all of a sudden? These two software provide you with many small plug-ins, allowing you to make the avatar you want and take the photos you want according to your preferences. In comparison, Meitu XiuXiu only provides a tool for beautifying pictures. More people use it as a simplified version of PS, so Meitu XiuXiu's positioning is simplicity, while Faceu's positioning is fun. Faceu is very effective in increasing the frequency of users’ sharing and usage by mobilizing users’ psychology that they find the product interesting, thereby bringing in a huge number of users and very good user stickiness.

2. Seeing people around you participating

When users have been attracted by your activity at first sight, they will have an urge to participate, but people are always afraid of risks and unwilling to make changes, so at this time, most people will choose to wait and see how others play, and then decide whether to participate themselves. So what psychological factors will arise when users observe why people around them participate?

1. Follow the crowd

The herd mentality is a widely used user psychology. If you make users feel that many people are participating in this activity, then users will be more likely to participate in the activity, because users do not want to be an outsider, but hope to be the same as everyone else. Otherwise, people around them may say, "How come you don't know this?" or "You are so out of touch." What are the “masses” in this “masses” that follow the crowd? Simply put, they can be divided into several categories: celebrity idols, the person you want to be, friends around you, etc.

chestnut:

Why do so many people always line up at Haidilao ? Even if they have to wait for 3 hours, there are still so many people willing to wait? Because everyone sees so many people going to Haidilao to consume, they also want to try it. When many of your friends around you are talking about how good Haidilao's service is, but you have never been there even once, you seem a little different, so you will have a herd mentality, hoping that you will be like your friends and most people who have caught up with the hotpot trend. You don't want to be different from everyone else and be isolated.

2. Fear of Loss

If you want users to participate in the event as soon as possible, you must make them feel that this opportunity is rare. On the one hand, you can increase the difficulty of user participation by setting a certain entry threshold, so that users who can participate in this activity will cherish this opportunity; on the other hand, you can make users feel that they will miss this opportunity if they do not participate quickly, so that users will develop a fear of losing. The things we are afraid of losing mainly include: loss of time, loss of space, loss of ourselves, etc.

chestnut:

Why were Xiaomi phones so popular back then? Because it uses hunger marketing to make you feel that the quantity of Xiaomi is very limited and you may not be able to buy it. At this time, you will develop a mentality of not wanting to miss this opportunity, which is essentially a fear of losing. Because you are afraid that you will never have another chance after missing this rush, you are afraid of losing this opportunity, so you actively participate.

3. Comparison

Since many users participate in the event at the same time, they will want to see what other participants are doing, which will cause a comparison mentality. The people you compare yourself to are mainly those who participate in the activities with you .

chestnut:

Why do Alipay bills and WeChat red envelope bills always flood the Moments during Chinese New Year? Because human beings are creatures that like to compare, people always want to be the best. When they are young, they will compare the brands of the clothes they wear. When they grow up, they will compare the mobile phones and computers they use. After they have a career, they will compare their economic status, the cars they drive and the houses they live in. Living in a competitive environment, it is inevitable to compare yourself with others. The Alipay and WeChat red envelope bills take advantage of people's tendency to compare with others, making you actively show off your financial strength and attract more people to compare with you.

3. I also want to participate

When users observe other participants and know what the event is like, they will have an urge to participate themselves. So what kind of user psychology do you use to stimulate users and make them more likely to participate in the event?

1. Take advantage of small opportunities

This kind of psychology is also a relatively common one. When users participate in your activities, benefits are always a tried and true way to attract them. What needs attention here is that the prizes should be related to your product itself. If you are an Internet finance company, giving financial management red envelopes is more useful than giving movie tickets, because it is related to your product and can promote further conversion of users. The main ones include: free delivery directly, free delivery after purchase, and free delivery after paying extra for purchase .

chestnut:

Why do you always want to go and check out an ordinary event if it says there are free gifts? Because people always hope that pie will fall from the sky, they always find it difficult to restrain their greed for free things. When Ele.me was first launched, it kept giving you red envelopes and coupons, and the first order for new users was basically free. When Alipay was developing offline payment solutions, it continuously provided you with subsidies, so that you could basically get two meals a day without spending any money. Profits have always been the most direct means of many activities, because no one would think that too much is too much.

2. Luck

There has always been a mentality of taking chances in human nature. Since ancient times, gambling, exploiting legal loopholes, and lotteries have all been fueled by this mentality. This psychology is rooted in human nature. If used properly, it can bring greater participation with a smaller budget.

chestnut:

Why can gambling groups created using WeChat attract so many people to participate all at once? Why do you always want to experience the casino when you go to Macau? Why can forwarding a message for a chance to win an iPhone 8 instantly lead to millions of reposts? People all hope to become rich overnight, and human nature is lazy. When these two things are combined, they will create a mentality of taking chances, thinking that God will favor me one day. Many raffles take advantage of this mentality of luck and give you a big prize, but as long as you make almost zero investment, you have a chance to win.

3. Greed

When users easily obtain some kind of material reward or a symbol of status, they will want to get more. In marketing and operations , user stickiness can be improved by satisfying users at certain stages and giving them rewards. The continuous satisfaction of users mainly includes: material satisfaction and psychological satisfaction .

chestnut:

Why does stock trading attract so many people? Why do some people make a lot of money before, but end up losing a lot in the end? People always have a desire for more material things. Once they earn a little, they hope they can earn more and are never willing to stop. So many cases of corruption and bribery, so many bankruptcies, are nothing but greed. In the game , you will be constantly given tasks, and after completing them you will be given a lot of rewards, which will make you want to get more rewards, thereby taking advantage of your greed and increasing your user stickiness.

4. Laziness

When consumers are willing to participate in your activities, what operations or marketing personnel need to do is to make it simpler for users to participate and realize their expectations. Therefore, when designing activity rules, we must cater to the lazy nature of human beings and make them as simple and easy to understand as possible. At the same time, this psychology can be used in reverse to encourage people to change their lazy habits.

chestnut:

Why do you set a very detailed fitness plan for yourself, shouting the slogan "I want to lose weight" every day, but in the end you still gain weight? I have a gym membership, but how many times do I go there in a year? The lazy nature of human beings has always existed, and now there are many fitness activities that take advantage of this psychology, promising that if you go to the gym a certain number of times in a year, you can get your annual fee refunded. But in reality, because many people only get excited about things for a short period of time and lack a certain level of self-discipline, the result is often that they pay the annual fee in full but still gain weight.

4. Willing to share and spread after participation

After users participate in the activities, many people like to share some of the things they participated in on WeChat Moments, such as posting about meals, posting about attending high-end conferences, posting about going out with friends, posting about exercising, and so on. In addition to recording one's daily life, a very important reason is that users want to express what kind of person they are and hope to create a certain image in the minds of their friends.

1. Sense of accomplishment

When a user participates in an activity and obtains relatively good results, he will gain a sense of accomplishment because this proves that he is better than other people who also participated in the activity. At this time, it will be easy for you to share it with your friends and tell them that you are a very awesome person. The things to show off mainly include: material sense of achievement and spiritual sense of achievement .

chestnut:

Why is Honor of Kings so popular? One of the reasons is that it gives some people who play better a sense of accomplishment, especially when your friends around you are playing and you play better than them. I often see many friends posting on WeChat Moments that they have completed 5 kills and won MVP. The reason they forward this post is because they gain a sense of accomplishment and hope to be recognized by others.

2. Express yourself

Expressing oneself includes many emotions, such as positive ones such as gratitude, sympathy, justice, happiness, patriotism, etc., and negative ones such as anger, complaints, and challenging authority. If your activity allows users to actively express such emotions and gives users appropriate feedback, it will be easier to get users involved and spread good content.

chestnut:

Why did Yu Huan’s case of insulting his mother and killing her suddenly become a hot topic in the circle of friends? Many friends forwarded this article on WeChat Moments, and many people also expressed their opinions on this matter. People always want to express themselves and be seen by others. Regarding this incident, some people hope to express their correct views on the world, life and values, some people hope to question the law, and some people want to express their sympathy for Huan. Southern Weekend became popular because of this incident. Regardless of the authenticity of the article, from the perspective of the event, it was a successful event with a huge number of users participating and greatly exposed the brand.

3. Create an image

The reason why users express themselves is to prove what kind of person they are. When your activities can give users this kind of personal image and status, users' sharing is undoubtedly helping you to spread the word for free. The image that is created mainly includes: having social status, economic status, having one's own ideas, understanding love, friendship, and family affection .

chestnut:

• Social status: When an event invites big stars or industry bigwigs, it is easier for users to take photos and post them on WeChat Moments to prove their social status;
• Having economic status: If they go to an expensive restaurant, they will post on their Moments to prove that they are romantic and rich;
• Have your own ideas: When social hot spots emerge, forward articles that are contrary to public opinion to prove that you do not follow the crowd;
• Understand love: I bought my girlfriend 999 roses on Valentine's Day to prove that I am romantic;
• Understand friendship: Like a lot of posts in Moments to prove that you have many friends, and often post photos of gatherings with friends;
• Understand family love: buy health products for your parents and post some articles about gratitude.

V. Conclusion

When analyzing user psychology, it has always been difficult to form a framework for analysis, because there are too many human psychology. Even some psychology books only explain each psychology separately, and have not formed a good system. The seven psychological states of the seven deadly sins are actually not related. Maslow's hierarchy of needs theory is relatively better because it explores the psychology formed from different stages of human life. The author believes that if you want to understand the user's psychology as much as possible when doing an activity, you can do so by breaking down the activity process and then thinking about what the user will think when making each choice. This is much better than simply doing divergent thinking.

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