Common activity forms and user attraction logic

There are often some popular event cases on the market. Why are other people’s events so successful, while the events you designed and planned are ultimately ignored?

Have you ever thought about how to learn from other people's activities scientifically and effectively without plagiarizing?

When can we “borrow”?

When can we learn from the successful activities of others?

Two cases:

1. Simple single-threaded activities can definitely be "learned from"

2. When you find that someone else’s product form, business model, etc. are very similar, and they are very successful in a complex activity, then there is a high probability that you can also “learn from them”

Just like if we are looking for an activity on WeChat to increase followers or a communication activity, and want to find such an object to learn from, generally speaking, we can definitely find and learn from it.

How to scientifically and effectively "borrow" an activity without "plagiarizing" it?

At this point, some people may have questions. Since it is called reference, how should we reference an activity scientifically and effectively without reaching the level of plagiarism?

As we all know, in the Internet industry, plagiarism has always been a shameful thing. If you copy someone else's activity exactly, you will definitely be scolded and criticized. Therefore, there are still significant differences between scientific reference and plagiarism.

So how can we learn from it? Perhaps we can start by deconstructing an activity. In my opinion, after deconstructing an activity, it is composed of these three parts.

The first part is its theme, activity rules and interactive form

What is the theme of the event? What are the differences between the prizes and how are they distributed? Are there any interesting forms of interaction when participating in the activities? Just like some activities may involve throwing the phone up three times to complete an interaction. This is an interesting form of interaction. This is the first and most superficial level.

The second part is the core process of the activity, that is, if users want to participate in this activity, how many steps will it be completed?

The second-level core process is where the recommendation goes from one page to another, and how many steps users need to take to complete it. This is called the core process of the activity.

The third part is its activity form & user attraction logic

The forms of activities in the last part may include raffles, competitions, profit-sharing promotions, distribution, etc., which may be some common forms of activities; and the user attraction logic may mean that users may be more worldly-wise based on the form of the activity. For example, I use a prize or a price discount as an incentive to attract users to participate in my activities. This may be a common attraction logic.

Okay, after deconstructing these three levels, how do we draw lessons for an activity? I think that basically, after you have structured an activity into these three levels, the most scientific and efficient way to draw lessons from it is to make micro-innovations in the first part, while the lower two parts can remain unchanged. This may be a low-cost way to draw lessons from activities.

And if you copy a successful event in this way, if you do it well, it is entirely possible that other people won't be able to tell that you are copying an event at all.

Successfully "borrow" the basic process of an activity

To be more specific, how to complete the reference for activities step by step in a scientific way, I have further sorted out a process for you here.

Basically, it will be divided into three steps. Each of the three steps will contain some specific methods, details to pay attention to, and tools. Let’s talk about them step by step. Next, let’s move on to the first step.

What are the common "activity forms" and "user attraction logic"?

What is the difference between “activity form” and “user attraction logic”? I have sorted out and summarized the more successful activities in the industry in the past few years, and then I got the following table to give you some answers.

The user attraction logic and activity forms listed in this table can be used as a self-examination checklist. When you get an activity and want to learn from it, and want to sort out its user attraction logic or activity form, you may be able to make some correspondence and reference from this table. Then you can quickly say which category the user attraction logic and activity form of this activity may belong to, and you can quickly get an answer.

In addition, we mentioned above that activities are divided into simple single-threaded activities and complex multi-threaded activities. If it is a simple single-threaded activity, I think when you define its activity form and attraction logic, you can summarize it through this table and make a simple review of the activities you want to learn from. Maybe you can get the answer quickly.

However, if it is a complex multi-threaded activity, it may be slightly different. Let's take a look at it below.

The core logic of a complex multi-threaded activity

If you are looking for a complex multi-threaded activity and want to sort out the core attraction logic and gameplay that can be used as reference, how should you complete the definition and sorting?

First of all, we need to know that the structure of a complex multi-threaded activity may be like this:

It may have a big theme, and then it will be divided into multiple modules, and there will be some specific gameplay under a certain module.

When we get a complex multi-threaded activity, how should we sort it out in combination with this table?

In fact, it is very simple. Basically, for complex and multi-threaded activities, the main theme of the activity will often have some specific user attraction logic.

For example, if the main theme of the event is a certain competition, then its core user attraction logic that matches the previous table must be competition; if the main theme of the event is a store anniversary or a certain promotional shopping festival, then it must be through price leverage to stimulate user purchases.

The following will be divided into many modules, each module has many different ways of playing. The specific ways of playing are some specific forms of activities in the table above.

For example, as I just mentioned, activity module 1 may contain group buying, 2 may contain flash sales, and 3 may contain something else. So when we sort out a complex activity, we can sort it out according to this structure.

We must not only clarify what type of user attraction logic its big theme points to, but also clarify some specific gameplays in each module under it, and what form the gameplay takes. After clarifying these two, subsequent reference will be more convenient and efficient.

The following are some other common ways and forms of activities on the market. We have prepared some real material cases for you to experience~

Lucky draw: Tencent Video login lucky draw, mini program lucky draw

Competition: QQ Music Annual Ceremony Voting

Check-in rewards: Accumulate sign-ins to receive Tencent Sports membership, Weibo app sign-in red envelope

Group buying: group buying on e-commerce websites, even coffee group buying discounts

Flash sales: mostly seen in e-commerce products

Bargaining: Airline tickets, hotels and travel products, such as Zhixing APP air ticket payment, invite friends to bargain and get cash back

Collect likes: Alibaba collects likes to gain energy on Double Eleven, and Douyin collects notes during the Spring Festival

Author: Xu Xiongxiong

Source: Xiongxiong Operation Notes