Today's "consumer behavior" is very different from that of previous years. Users love to film and share their lives and never get tired of it. They are willing to watch live broadcasts and give rewards in the live broadcast room. They will even spend money on a lot of useless things...

Therefore, anyone who does Tik Tok content marketing expects to enjoy this wave of consumption trends, expects their videos to be recognized, the products they recommend to be liked, and they themselves to be noticed by everyone, so they do this?

"Pure cotton T-shirt, 29 per piece, free shipping", the price is so cheap, but the effect is so poor, why? We must think about this: What is the essence of a user's behavior of accepting and liking a short video content product, or even rewarding and consuming the video content?

We can imagine the following three scenarios

1. When you go to Jay Chou's concert with a glow stick, you may sing hysterically on the spot, and you will also remember that one afternoon in junior high school when you practiced Jay Chou's songs in KTV.
2. When your child goes to Disneyland wearing an Elsa dress, she might wave a magic wand, eat popcorn and ride in the car, sing "River of Memories" to the Ataholan River (the park's lake), and fall asleep to the splendor of fireworks.
3. When you start your desert journey, you will appreciate the vastness of "the smoke rising straight up from the desert, the setting sun over the long river", you will stand in the desert and vent to your heart's content, and you will also feel the greatness of nature and your own insignificance.

It is obvious that what users really want in these activities is to be happy, fulfilled, interesting, and to be able to participate and experience. They hope to gain emotional resonance, improve their cognition, and leave behind good memories.

If his expectations are met in the process, he will recommend it to others, participate again, and purchase related products and services. There is essentially no difference between any of the above activities and watching short videos.

On the contrary, if Jay Chou were to sell T-shirts on the stage, and Disney had no games in the theme park and only sold goods, wouldn’t that be ridiculous? But this is exactly what happens when many people sell goods through videos today. They still treat video content as a media channel and a sales channel. They simply shout and distribute it in a crude and shoddy manner. Will users like it?

Therefore, the core of video content is to create user experience. When users get a perfect experience, they will naturally watch, like, comment, follow and buy, because these are essentially overt behaviors brought about by "experience". So what exactly is experience?

1. Create 4 types of user experience

Joseph Pine II defines experience as: an event process that allows everyone to participate in it in a personalized way and generate memories. The essence of experience consumption is time.

Therefore, a good experience must first create content that users can remember, including:

According to the type of content, it can be divided into content that users like and content that users hate. According to the relationship between content and users, it can be divided into positive incentives and negative incentives. We can divide the creation of content that users can remember into 4 quadrants, namely "I want to pursue", "I am afraid of losing", "I want to avoid" and "I am afraid of getting". What does it mean specifically?

1. What I want to pursue: leading users to pursue their desires. The content is usually the characters or events that users like or desire, such as "Zhen Da Hu: explaining useful and interesting economic and financial knowledge/Lubian Xiao Langjun: life always needs positive energy" and many other learning or entertainment accounts. The videos satisfy the users' preferences, and the memorable content is mostly interests related to the users, very vivid images, contrasting information, etc.
2. I am afraid of losing: to prevent users from missing out on the beauty, the content is usually the beauty that already exists in life. For example, many emotional accounts provide content such as "Please cherish the people in front of you/Keep this time/The biggest regret in this life is" etc. These contents all satisfy users' fear of loss. The memory content is mostly emotions related to the user, related social relationships, etc.
3. I want to avoid: help users eliminate threats. The content is usually threats that exist in users' real lives. A typical example is "If you're afraid of getting a sore throat, drink Wanglaoji" to eliminate the worry of getting a sore throat. For example, accounts such as "Canguan Vision: How to behave and talk in movies and TV shows/Human Observation Institute: Try to help you out of trouble and be your healing machine" satisfy users' psychological need to avoid threats. The content they remember is mostly tasks related to the user, related social topics, etc.
4. I'm afraid of getting: Prevent users from getting exposed to risks. The content is usually possible risks in the user's future life. For example, accounts such as "Car Detective: Remember me, help you stay away from car dangers/Famous Detective Xiaoyu: Help women stay away from harm" are designed to help users stay away from risks and no longer be afraid. The memory content is mostly life scenes related to the user, future expectations, etc.

Secondly, a good experience also requires designing ways for users to participate, including:

1. Active participation: When the content is what users pursue or avoid, they are more likely to participate "actively". For example, there was a video about "husband smoking in the car after get off work", which created the image of "a woman who understands men". It strongly led men to emotional resonance and active participation. They will practice or re-create this experience, such as imitating shooting, forwarding and communicating, etc.
2. Passive participation: When the content is about informing users how to stay away from risks or avoid losing something, they are usually "passively" involved. For example, for the same topic of "husband smoking in the car after get off work", some videos just say "It's great to meet you", which evokes the psychology of "avoiding loss" and brings about passive participation of users. But some videos say "understanding is more important than love", which evokes the "I want to pursue" mentality of male friends, and obviously can stimulate users' active participation. Of course, the boundary between passive and active is sometimes not obvious and can be transformed. The way to distinguish between active and passive is willingness.
3. Attract participation: When our content awakens the user's perceptual attention, it means that we have designed an "attractive" way of participation. At this time, it is very important to choose hot topics, create a vivid image, and design a big contrast, just like the dance performed by Dai Gulak and Ah Youyou's cover at the wedding, which created very vivid images. And Dad's Review, because it created a lot of contrasting information, can instantly attract everyone's participation and evoke everyone's memories.
4. Immersive participation: When our content evokes the user's psychological simulation, it means we have designed an "immersive" participation method. At this time, it is very important to create a good scene, generate appropriate emotions, and call for clear actions. For example, you can evoke users' emotions through plots, or create actions that are easy for users to imitate in certain scenarios to generate user participation, just like many people simulate the 123 finger movements, simulate the wild wolf Dico's dance of demons, and simulate the clocking in at the Chongqing subway station. While successfully implanting memories, it also brings everyone a participatory experience. The difference between attraction and immersion is the degree of integration.

This is why some videos are not popular themselves but very popular on others; why some videos are not popular the first time but very popular the second time. Whether it is the video content or the way of participation, subtle differences will affect the final result.

Finally, based on the above classification of participation methods, we can divide the user experience of Douyin into four types:

1. Entertainment Experience
2. Learning Experience
3. Emotional Experience
4. Action Experience

The allocated attention and aroused emotions are usually passive participation of the user, while learning and imitation are usually active participation of the user.

Of course, a certain video content usually brings users a comprehensive experience.

For example, when watching the video of "Husband smoking in the car after get off work", some people would smile knowingly, like it and leave, which was an entertainment experience for them; some people would read a lot of comments to see if everyone's husband is like this, which was also a learning experience for them; some people would feel sorry for their husbands after watching the video, and would wonder if their husbands would do the same, which evoked an emotional experience; some people would even go to the car and imitate and reshoot it themselves, which was an action experience for them.

In fact, we often have these experiences in our lives, such as:

We know that users like these 4 experiences when using TikTok, so how can we do it specifically?

2. 3 Steps to Manufacturing Experience

We can divide the experience process into 3 steps

1. Before you come: Account positioning determines the type of experience
2. During the experience: the way of participation determines the content of the experience
3. After leaving: Experience content, decide what memories to take away (maybe cognition/emotion/imitation action, etc.)

When we create an account or video, we can follow these 3 steps to design the user experience, such as:

1. Entertainment experience that attracts attention

Before you come: The core of the entertainment experience is sensory stimulation.

During the experience: The way users participate in the entertainment experience is to have their attention allocated, so users can be attracted by creating stimulating content that is both familiar and unexpected. For example, Yao Da’s videos have at least 4 kinds of familiar + unexpected content, which can naturally greatly satisfy users’ sensory stimulation.

• Identity: Vegetable farmer vs. celebrity
• Style: One person can have multiple styles vs 15 stars each with their own style
• Scene: Vegetable shed vs stage
• Value: Folk Wandering vs. Lip-synching on Stage

After leaving: Entertainment experiences can create sensory memories through contrast effects, often created from the dimensions of the five senses. The ways to arouse attention often include "Have you, are you, will you?", etc.

2. Learning experiences that enhance cognition

Before you come: The core of the learning experience is the cognitive gap.

During the experience: The user participation method of the learning experience is active learning, so figurative explanations are the key to attracting users to actively participate. For example, the emotion analysis video of Huange Lai Le is not a simple preaching, but uses the colors of the exhaled gases dissolved in water under various emotions to figuratively explain the differences and harms of various emotions, making it both enjoyable to watch and easy to remember.

After leaving: Learning experience can create cognitive memory through the vividness effect, which is often created by means of metaphor, analogy, exaggeration, and association. The way to evoke learning is often "a problem, a task, a difficulty" and so on.

3. Emotional experiences that evoke emotions

Before coming: The core content of emotional experience is emotion.

In the experience: The user participation method of emotional experience is awakening and resonance, so the degree of awakening or resonance is the key to attracting users. When users see similar scenes expressing the beauty they want or the disgust they don’t want, resonance will naturally arise. For example, the previous video of "Husband smoking in the car after get off work" represents the desire of many men, who desire their wives to understand them and really understand them.

After leaving: Emotional experience will naturally create deeper memories for users due to the emotion enhancement effect. The ways to evoke emotions are often "a plot, a piece of music, a story", etc.

4. Action experience that can evoke imitative behavior

Before coming: The core content of the action experience is similar scenarios + positive motivation.

In the experience: The user participation method of action experience is active imitation, so similar scenes + easy-to-imitate operating actions + positive incentives are the key to users' active participation. The popular Russian dance and check-in at that time are classics of this type of experience.

After walking: Action experience can strengthen one's own situational memory or action memory through self-generation effect or self-reference effect, because the memory effect of information imitated and generated by users themselves is better. It is often created by means of tests, decomposition, and simulation. The way to evoke action is often "a scene, a call, an execution intention", etc.

Among them, the contrast effect and the vividness effect both make the experience information more meaningful or more relevant, which belong to the attraction-type memory enhancement, while the emotion enhancement effect and the self-generation effect (self-reference effect) are ways to enhance the memory from the experiencer himself, which belong to the immersion-type memory enhancement.

To sum up, we can create user experience in 3 steps. So, what value can good user experience bring?

3. Create 5 types of experience value

Mathwick once proposed that experience value is a perceptible sense of relative superiority that comes from the user's interaction in a consumption scenario that promotes or hinders the achievement of his or her purpose (or goal).

He divides the experience value into the pursuit of beauty, the pursuit of happiness, the improvement of self-efficacy, the avoidance of risks and the pursuit of belonging, as shown in the following figure:

The better the user's experience perception, the higher the experience value they obtain. Similarly, the greater the experience value, the greater the probability of users' identification, imitation, payment, recommendation and other behaviors.

Therefore, if you want to do good marketing on content platforms such as Douyin, you must first provide a user experience that is participatory and memorable, such as one or more combinations of the four experiences of spring, summer, autumn and winter.

Author: Xuanshu168

Source: Xuanshu168

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