Brand hit strategy!

First, let us think about a question: when we run, exercise, or walk every day, why do we like to share it on WeChat Moments?

The logic behind this is the key to creating a product that goes viral.

The reason is: I want people around me to know that I am a person who loves sports, and I also want to tell others that I am self-disciplined and insist on exercising every day.

The logic is to shape the self-image by sharing this action.

Buy a cup of coffee, sit in an elegant coffee shop, and post something on your Moments, you are shaping the image of yourself as a person who lives a refined life; buy a luxury car, a famous watch, or a luxury bag, you are shaping your identity and status.

After understanding this logic, we will know why a product becomes popular.

If you want users to spread your content for free, you need to give them a benefit point, either they will benefit from sharing, or you will give them a benefit to encourage them to share.

Keep took full advantage of this point at the beginning, advocating "self-discipline makes me free."

Running and fitness are your own business, but now the APP will show you how many kilometers you have run and how many hours you have exercised. The purpose is to make it convenient for you to post on Moments and check in, thus shaping the image of yourself as a sports-loving and self-disciplined person.

What motivates consumers to share is “social currency” .

What is "social currency"? Simply put, it is equivalent to using currency to buy goods. Using social currency can gain more praise and more positive impressions from people around us.

Things that can shape our self-image are like currency. They can be used in social situations and can shape others' impressions of us.

At the end of every year, Alipay will generate an annual bill for you, showing how much money you spent, how much you consumed, how much you transferred, etc. There will also be a ranking. The purpose is to encourage you to post on social media and satisfy your vanity. It will go viral on WeChat Moments every year.

In the past, if you didn’t spend money on promotion for a product, no one would know about it. But nowadays, many hot-selling products on the market can take the Internet by storm without spending any money.

If you still use traditional thinking to make products, sometimes even if you are willing to spend money, you may not be able to achieve a screen-sweeping effect.

The traditional way of thinking is to make products and spend money to buy traffic. First, make the product, and then spend money on advertising, promotion, and other means to obtain traffic.

Use Internet thinking to create products, obtain free traffic, find consumer pain points, create the ultimate product to solve these pain points, and give users a point for self-propagation, allowing users to promote the brand for free.

In the past two years, Wuling used Internet marketing and was on the hot search list several times.

Wuling crossed over to produce masks during the epidemic, which not only provided free publicity but also conveyed the warmth of the brand.

When the street stall economy was popular, a street stall artifact was launched.

After snail noodles became popular, Wuling also crossed over to produce snail noodles.

It really is “Wuling makes what the people need.”

Wuling’s hot marketing is really amazing. It has attracted public attention without spending a penny.

Cha Yan Yue Se opened its first store in Wuhan, and the long queues made it to the hot search list, which was equivalent to dominating the internet without paying a penny.

If you want to do marketing at low cost and create popular products, you must make full use of "social currency".

How to create the "social" gene of a product so that users are willing to share?

01. The product exceeds user expectations, has a high cost-performance ratio, and is the ultimate product

This is the prerequisite for a hit product. Products are always the first element of a brand. Without products, there is no brand. Xiaomi is a company that has achieved the ultimate in cost-effectiveness, and Apple is a company that has achieved the ultimate in products. Their products will exceed your expectations.

If the products and experience exceed consumers' expectations, consumers will also actively share. For example, if your meal at Haidilao exceeds your expectations, you will tell others about it and even post it on your Moments.

02. Sharing is beneficial to users

We have said before that sharing is to shape self-image and to tell people around me what kind of person I am and what kind of life I live.

Then your product must have this feature, and even if it doesn’t, you have to create such a benefit point.

The Xiaomi sweeping robot has created a profit point. The sweeping robot will display the route map it takes and generate pictures to facilitate user sharing. It can be used to show off and tell others how big your house is.

03. Reduce user sharing costs and provide users with props

When people buy a product or experience it, they are very willing to display and show it off. What we need to do is to provide them with props and methods to facilitate forwarding.

Why are many offline internet-famous restaurants so popular?

They provide props (unique decoration, unique dishes, unique services) that make consumers unable to help but take photos and check in.

The sports bracelet will generate information about how many steps you walk, how many kilometers you run, and how many hours you exercise every day. It is to make it convenient for you to forward it to your circle of friends with one click.

The beautiful packaging of Santonban, Chayan Yuese and Heytea is that the products are props, and you can take good photos with just a snap, which also reduces the cost of sharing for users.

04. Create scarcity and exclusivity

Things that are not easy to get and are scarce, when users get them, they can't help but post them on their Moments to show off.

For example, if you queue up for a long time to buy a cup of Heytea, you would take a photo of yourself in line, then take a photo of yourself holding the milk tea, and then post it on your Moments with text.

Exclusivity is a product that highlights personal exclusivity.

For example, celebrity signatures, author signed books, limited editions, etc., make users feel special and will post on their Moments to show off.

The above four points are incentives for users to share. Think about how your product can create a benefit point to inspire consumers to share.

Author: Zhou Enyong

Source: Zhou Enyong