Gameplay Analysis | WeChat Reading Sharing System

With the development of e-books, more and more people are accustomed to reading on their mobile phones, so e-reading products emerge in endlessly, including some giants.

1. [Case Brief]

Deconstructing the referral mechanism of WeChat Reading .

1. Product Introduction

WeChat Reading is the official reading application based on social network.

Just as its slogan says, "Let reading no longer be lonely." While providing a good reading experience, it recommends suitable books to users, and users can check the reading status of their WeChat friends, discuss the books they are reading with their friends, etc.

All the books in WeChat Reading can be read for free using the unlimited card, but the unlimited card has a day limit. If you want to read for free all the time, you need to complete daily answers, sharing and other actions to get the unlimited card days.

Today I will explain to you how to use referrals on WeChat Reading.

2. [Routine Disassembly]

1. Daily Answer

A particularly interesting activity in WeChat Reading: one answer per day.

This is the most stable way for users to obtain unlimited card days. There are 12 general knowledge questions in total. As long as users answer them all correctly at once, they can participate in the sharing and generally get unlimited cards for more than 2 days.

But in reality, it is difficult for most people to answer correctly in one try, and if they get a question wrong, they will fail and need to wait until the next day to take the test again.

Therefore, WeChat Reading makes a trick here: if you answer incorrectly, you will have one chance to revive, and you need to share it with your friends and ask them to help you answer the question.

Comment: This activity binds users together through "unlimited card acquisition" and sets thresholds through the difficulty of questions, "forcing" users to share. I have to say that this gameplay is very instructive.

2. Reading Team

This activity promotes users to share and form groups through "team reading". And through a series of tasks, improve user stickiness.

Anyone who has played games knows that the retention rate is very different when playing games silently by oneself and when playing games and overcoming difficulties with a group of people.

Based on this, WeChat Reading attracts users with generous rewards and binds them with social interaction.

Comment: The cleverness of this activity is that it not only requires users to spread the message and find teammates spontaneously, but also ensures user stickiness through social interaction.

3. Collect likes to get a reading card

"Like Accumulation Activity": As a stable source of obtaining unlimited cards every week, as a user, I am very willing to participate.

First of all, it is easy to obtain. Every time you invite someone, you can get a 2-day unlimited card, which eliminates the high threshold of dozens of people like Xduoduo.

Secondly, the co-branded card is very good-looking. Even if I don’t have an unlimited card, I would be willing to share such a beautiful card with my friends. And there are 6 pictures every week, so you can almost always find one you like.

Finally, this is actually a list of books. We recommend 6 books to you every week, so you can easily find surprises.

Comments: The threshold for winning is low, the card design is exquisite, and the sharing level is high, making it very suitable as a long-term activity.

4. Free Library

People who read frequently have encountered this trouble: not knowing what to read.

Based on this demand, WeChat Reading Club regularly opens a "free library": users can get a recommended book list, and if they find a book of interest, they can get it for free by "sharing".

Comments: The overall link is smooth and very suitable as a long-term activity.

5. Free audiobook library

Nowadays, people's reading scenes are becoming more and more fragmented, and the demand for listening to books is also getting higher and higher.

This activity is almost the same as the above one, so I won’t repeat the analysis here~

Comments: The overall link is smooth and very suitable as a long-term activity.

6. Team up to draw unlimited cards

This activity is also one of the sources of "Unlimited Cards" for users every week.

Every group of 5 people can participate in the lucky draw. Infinite cards will be issued for a random number of days every week. If there are new users in the team, it is possible to obtain a lifetime unlimited card!

From personal experience, the event has a very high level of participation. In the three reading groups I joined, this person appears almost every two days, and in some university groups, there are often people asking to join a group.

Comments: Each time the game is divided, the captain can get an additional two days of unlimited cards, and teammates who are new users have a chance to get lifetime unlimited cards. Through these actions, users are encouraged to create more groups and attract new members, greatly improving their enthusiasm for spreading the word.

7. Share the rankings to get the number of days

This activity is actually similar to the free library. Users can find book lists here, and they can get unlimited cards by sharing book lists.

Comments: The threshold is low, most users are willing to participate, and long-term activities exist.

8. Share Close Reminder

This guided sharing can actually be seen as a functional limitation.

When users are reading a book, a reminder will pop up when they have read to a certain extent, requiring you to invite old users to return. This restriction can be lifted within 7 days.

But in fact, this functional limitation does not affect the reading experience, because this function will only remind you once a day, and each time you only need to watch the pop-up window for 3 seconds to close it.

Comments: I personally feel that it is very useless. Too many prompts greatly affect the reading experience. If there are fewer prompts, users can just turn them off. Moreover, the threshold for inviting old users is high, so it is difficult to play a role in dissemination.

9. Get a paper book for free

In this activity, users can choose their favorite books at will, and then share them on WeChat to ask friends for help.

In fact, it has a bit of Pinduoduo flavor. The only difference is that WeChat Reading doesn’t give out cash, but books, and the prices are clearly marked: 50 cents per user, and 5 yuan for new users.

Comment: Users know how many friends they need to get to help, which can increase their enthusiasm (especially those who have been fooled by Pinduoduo’s tricks countless times).

3. Personal Thoughts

Because there are so many activities, I will only talk about one point here - how WeChat Reading "binds users".

In fact, here, WeChat Reading seems to be using the "Unlimited Card", but in fact, it is a benefit: "Limited-time, free, reading benefit".

If you want to read for free, just come to my platform and get the unlimited card. If you want unlimited cards, you need to continue to participate in activities and share to get them. Otherwise, if you do nothing, the number of days will gradually decrease.

What if you don’t have an unlimited card? WeChat Reading will give you a 20-day unlimited card when you re-enter the APP.

So can I just do nothing and wait for this 20-day unlimited card? It still doesn’t work, because you don’t know whether they will not send it next time.

People all hate "uncertainty". If users want to maintain this right stably, there is only one way: participate in activities and share more. Only when the unlimited card has more days can users be sure that they can continue to read books for free.

Personally, I think WeChat Reading’s user process is really clever.

So, looking back at your work, is there any value in learning from it? Your comments are welcome.

Author: Qi Jie

Source: Qi Jie (qijiels)