Master these 12 operating methods to help you get rid of the stereotyped activity gameplay

I know that it is not easy to be a content operation editor. When you reach a certain stage, you will be trapped in the existing thinking circle. Even though you know that you can do better, you are too lazy to think about the problems, too lazy to summarize, and too lazy to pay attention to what others are doing.

Most of them are operating in a conservative way: they write articles without any plan, search for materials all over the Internet, copy and paste, edit and adjust; when organizing activities, they reply to messages randomly and there is nothing new except changing the topic. Then I fantasize that one day a hit article will appear and the official account will become popular on the Internet.

But there are obviously many forms of activities that can be carried out in the operation of public accounts. I hope my article can give you some ideas:

Form 1: Polite reply to message

Generally, a topic is prepared based on current hot topics, recent events, festivals, etc., and users are asked to reply in the message area of ​​the picture and text during the event time, and then the winning users are selected randomly or according to the number of likes and other rules;

Another way is to directly ask users to leave a message with specified content, randomly select winning users, and test how many users are willing to participate in the interaction in the simplest way.

There may also be messages soliciting registrations, where the message itself is linked to other activities, and you can get the qualification to participate in other activities by replying to the message.

Comments on the activity format: simple and easy to implement, high user participation, and strong controllability. However, users are prone to psychological fatigue, and the topic needs to be highly interactive.

Form 2: Post photos to get gifts

One way is to set a direction, such as parent-child photos, family photos, wedding photos, styling photos, landscape photos, food photos, cute pet photos, and other photos with different themes, or other interesting photo types: the third photo in the phone, the weirdest expression photo, the most ridiculous gift photo received, etc., and then let the user send the photos to the background of the official account, and then draw the winning users according to the activity rules.

Another way is to promote sharing, transactions or other KPIs through photo-sharing activities, such as sharing a designated picture or article to a designated circle of friends, WeChat group or other platform, and then capturing the corresponding picture; or taking photos of purchased items or shopping receipts, etc., and sending them to the backend of the official account. The operator will select and reward them after receiving them.

Comments on the activity format: It has a stronger sense of interactivity and can be combined with operational goals. However, user participation is more difficult than replying politely, and the received pictures can only be saved in the WeChat background for five days, so user participation information needs to be collected in a timely manner.

Form 3: Send red envelopes with password

If you ask users what the most popular gift is in a public account, they will definitely say honestly, a red envelope. When operating a public account, it is also common to distribute red envelopes.

Generally, an advance notice will be given, and the red envelope password will be announced at a certain hour during the activity period. After receiving the red envelope password, the user can reply with the corresponding red envelope password on WeChat, or enter the password content in the Alipay password red envelope to get the red envelope. In order to control costs, the number of red envelopes is generally limited and will be distributed on a first-come, first-served basis.

Comments on the activity format: It is an effective means to gather popularity, but there are now red envelope teams on WeChat, so we need to be wary of concentrated attacks from invalid users, which will cause the activity to lose its meaning.

Form 4: Lucky draw with gifts

During the event, users who complete the specified requirements, or users of the specified type, can enter the event page through the public platform to participate in the lottery and have a chance to win prizes.

The lottery activities can be presented in the form of common roulette, nine-square grid, golden egg smashing, scratch cards, flip cards, etc., or they can be presented to users in a certain way according to their own creative activity themes to increase fun and freshness.

Comments on the activity format: It is a common way to give back to users. It is recommended that in addition to the grand prize, more abundant small prizes be set up to ensure that more users can participate or win prizes, so as to strengthen the connection between users and the platform.

Form 5: Interactive games with prizes

Many platforms now provide free interactive game interfaces. These small games are usually similar to some popular stand-alone games, such as Connect the Dots, Candy Crush, Fruit Cutting, Parkour, Money Tree, and even Landlord and Mahjong. Users can get entertainment and win rewards through small game competitions.

If connecting to other platforms will lead to data leakage on your own platform, you can also find your own technical team to develop interactive games and take control of the background and data.

Comments on the activity format: It is highly entertaining and can bring users a certain sense of freshness and interest in participation.

Form 6: Viral H5 Interaction

Not every activity needs to have rewards to attract participation. There are many viral H5 campaign formats that you can refer to now.

The viral H5 that was once all the rage includes several forms: one is the generator type, where users enter specified information on the H5 page to generate interesting pay slips, certificates, WeChat conversations, photos, posters, data charts, emoticons, etc., promoting viral spread through fun, interesting or valuable content; one is the test type, such as answering specified questions to test your IQ, EQ, professionalism, etc., or scoring the level, fit, and similarity of your photos, photos of you and your family, and photos of you and your lover; or you can set questions for your friends to answer to test their understanding, sincerity, trust, etc.

Comments on the activity format: It is a powerful tool for communication. If well planned, it is likely to become one of the platform’s advantageous functions for recruiting new members.

Form 7: Voting/Evaluation Activities

This is said to be the most annoying form of activity in friend circles and WeChat groups, but it is also one of the most effective forms of activity in China.

The activity is generally in the form of a competition, which attracts users to sign up by setting up grand prizes, and then solicits votes on the WeChat public account . The winner is determined based on the final number of votes or the content of the registration. The most common voting activities in public accounts are generally cute pet competitions, children's work competitions, employee work evaluation competitions, etc. They are driven by interests, guaranteed by personal connections, and supported by vanity. Basically, as long as these elements are utilized well, the voting activities will basically have good results.

Comments on the activity format: It is important to note that, first, the voting system in the WeChat backend is too simple and has poor communication power. It is better to build a dedicated voting platform. Second, the voting process should not be too complicated. For example, if it takes a long time to find the voters you want, others may give up voting. Third, the voting mechanism needs to prevent fraud. Fourth, if the purpose of the voting activity is to attract fans, don’t forget that you need to follow to vote, and there should be content to attract users after voting.

Form 8: Research/Question and Answer Activity with Prizes

Surveys are a very useful form of collecting information for the development of public platforms, and questions and answers can, through this form, trigger users' thinking and identification with the platform and product brands.

The activity format is generally based on needs, with survey questionnaires or question-and-answer questions set up. Users can get designated rewards by participating and filling in information. If the platform has built its own survey system, it can directly distribute rewards to users after they complete the survey, thereby stimulating user participation.

Comments on the activity format: Don’t do research just for the sake of doing research. Be sure to consider the target audience and do a purposeful questionnaire.

Form 9: Gift-giving activities for attracting new users

In addition to brand promotion, the goal of most public account activities is to attract new users, so the public account must ensure that all users who have followed and registered become one of the partners of the public account and have their own exclusive promotion code.

The activity usually takes the form of when old members share the QR code during the designated activity period. For each successful promotion, the old members can receive rewards or share. In addition, you can also participate in sharing ranking competitions during the event, and users with the most successful shares can receive additional rewards.

Comments on the activity format: It is recommended to have a regular mechanism for attracting new members from old members, as well as regular activities for attracting new members from old members, to continuously attract users to contribute to the development of the platform.

Form 10: Guessing game

Many platforms are holding riddle-guessing activities during the Lantern Festival, and this form of riddle-guessing is indeed very consistent with the interaction of the official account itself.

There are several forms of guessing puzzles: one is to construct puzzles through text, pictures or videos, and users send the answers to the operators through WeChat; the other is that the operator designs some puzzle directions and lets users dig for treasures. For example, tell users that if they reply with words related to "chicken" in life, they may find the Easter eggs set by the operator.

Comments on the activity format: The puzzles cannot be too difficult, otherwise the threshold is too high; nor can they be too easy, otherwise there will be no sense of achievement. So a good guessing game is very much about the planning of the puzzles.

Form 11: Call for papers

Before the WeChat platform was established, essay solicitation activities were very popular. However, now the platform rarely holds such activities. This may be because few people are willing to sit down and create. But I personally think that for operators, this is also a way to be lazy and interact.

The activity usually takes the form of setting up a direction for soliciting articles and submissions, such as collecting dream lists, articles on the Lantern Festival theme, or poems, essays, or slogans for the public platform, allowing users to create. The content created by users can be promoted and published on the WeChat public platform , and outstanding works will be rewarded.

Comments on the activity format: It is more suitable for platforms that have certain requirements for original content and have high quality and stickiness of fan members.

Form 12: User Interview Activity

Everyone is a self-brand. Don’t think that your users are just objects of listening. Sometimes you can also organize an event and make yourself the object of listening.

The activity usually takes the form of planning one's own theme and then inviting users to sign up for one-on-one communication and interviews. Listen to users' stories and write them down or design them into pictures, so that users' stories become one of your operational materials. Of course, you should also give certain encouragement to users who participate in the interviews.

Comments on the activity format: This type of activity is particularly suitable for professional media platforms, or platforms that need to use user A to infect more other users. Of course, you might as well give it a try if you find that the platform lacks writing materials.

In fact, there are far more forms of activities than these. For example, I will not go into details about the likes-collecting activities that are expressly prohibited by Tencent, nor will I talk much about online activities combined with offline activities . I believe that as long as you are good at thinking, there are many other ways to play activities with users.

In addition, my point of view is that the form of activities is only the direction and method of thinking. A good operator should have his own way of presenting activities, and package the form of activities with infectious and expressive texts and pictures , so that it can be eye-catching when it is launched. Otherwise, it will be just the same and without personality.