Why can’t you come up with a case that will go viral on WeChat Moments?

Yesterday, NetEase Cloud Music ’s “Your Jungian Psychological Archetype” H5 went viral on WeChat Moments .

Yes, the H5 produced by NetEase has once again swept the circle of friends, and WeChat has blocked NetEase’s "Your Jungian Psychological Archetype" H5 activity.

There is a saying circulating in the Internet industry: "If your company's fission activities have not been banned by Tencent, it means that your company's operations are not yet on track."

As someone working in the Internet industry, you must be wondering: Why can’t I create a case that will go viral on WeChat Moments ?

As a company boss, you must be wondering: Why can’t my company come up with a case that will go viral on WeChat Moments?

So why is that? (Maybe you are thinking about the solution in the wrong way, this is just a joke)

01

Let’s take a brief look at the H5 activity of “Your Jungian Psychological Archetype”, as shown in the figure below:

First, when you notice the poster of "Your Jungian Psychological Archetype" in your circle of friends, scan the code to enter the H5 in the form of a dialogue. As shown in the picture above, from left to right are: welcome message for the event, introduction to Jungian psychology, and formal questions.

The activity adopted the currently popular dialogue format, combined with common psychological tests to form the "Your Jungian Psychological Archetype" activity.

Seeing this, you must be wondering: Why did an H5 activity with a dialogue + psychological test go viral on WeChat Moments?

If you want an event to go viral, you must have users constantly sharing it, thereby attracting more users to join the event sharing and achieve the effect of going viral.

When we want users to share something, we need to consider whether the shared content meets some needs of users or is helpful to users, not what we want users to share.

In order for users to actively share information or activities, one or more of the following conditions must be met:

1) It meets the needs of users to find topics to talk about;

Can your information or activities provide users with topics for conversation? When the information or activities you provide provide users with topics to talk about, users will take the initiative to help you share.

For example, the news articles that appear most frequently in the Moments satisfy the users’ need to provide topics for conversation.

2) Help users express their ideas and highlight themselves;

When your information or activities speak for what users want to say and express a certain attitude of users, users will feel that you understand them and will actively help you spread the message.

For example, the various psychological tests and horoscope tests that often appear in the circle of friends meet this condition.

3) Realize users’ desire to help others;

Most users like to help others in their lives. When your information or activities can satisfy users' desire to help others, users will be very happy to share it with you.

For example, Tencent’s “Children’s Gallery” activity allows users to fulfill their desire to help others by purchasing a child’s painting.

4) Help users establish their image;

Can your information or activities help users shape their image? Every user wants to shape his or her own image in the circle of friends. When your information or activities can help users shape their image, they will forward such information or activities.

For example, "Four characteristics of people who love fitness" is a type of information that helps users shape their image.

5) Help users make social comparisons;

All users have a comparison mentality. When your information or activities can help users make comparisons, it has aroused their willingness to share. Even if the comparison is meaningless, users will still enjoy it.

For example, Alipay ’s annual bill function activity comes once a year and is frequently seen on WeChat Moments every year.

Now looking back at NetEase’s “Your Jungian Psychological Archetype” H5 activity, what conditions did it meet for users to share and spread the message?

The above picture is the poster shared to Moments for this event. From the poster, we can clearly see that "Your Jungian Psychological Archetype" meets the four conditions for users to share:

1) Satisfy users’ need to find topics for conversation; — Users learned about “Jungian Psychology” through this event, and “Jungian Psychology” provided social topics for conversation .

2) Help users express their ideas and highlight themselves; - Users take the test to generate posters and learn which of the 12 personality archetypes they belong to. The characteristics of the 12 personality archetypes help users express their ideas and highlight their personality traits.

3) Help users establish an image; - Help users establish an image in their circle of friends through 12 personality archetypes, including the innocent, orphan, lover, caregiver, warrior, ruler, rebel, magician, creator, seeker, fool, and wise man, thereby strengthening the user's image.

4) Help users make social comparisons; - With 12 different personality archetypes, each with its own characteristics, users can complete social comparisons unconsciously after testing and sharing. Many users will check out their friends in their circle of friends to see what personality archetype they belong to and what personality traits they have.

02

Some communication experts believe that the psychological needs of the general public can be summarized into four categories: the need for emotional release, the need for recognition, the need to show off, and the need for personal integration and social integration. These four psychological motivations are important motivations for users to participate in activities and share and forward them.

1) The need for emotional release

The need to vent emotions is an important psychological motivation for users to share and forward. Human beings are emotional animals, and emotional release is an important driving force that motivates humans to act. When your activities can provide users with an outlet for emotional release, what reason do users have not to forward it?

Examples: New World View : " Escape from Beijing, Shanghai and Guangzhou in 4 Hours", 999 Health Care Action: "Health Should Be This Way"

2) The need for recognition

In addition to the need for emotional catharsis, the need for recognition is also a very important psychological motivation. When you upload a photo to your Moments, you hope to get likes and praise from your friends. This is the need for recognition.

You want to be recognized, understood and feel like you belong. This also explains why girls tend to like boys who understand and identify with her.

If your activities can help users gain recognition, understanding or a sense of belonging, and users feel that sharing can satisfy their need for recognition, they will be happy to forward and share.

Examples: People's Daily "Look, this is my photo in military uniform", Tiantian Pitu "May 4th is here, please check your youth photo in your previous life"

3) The need to show off

The need to show off is a common need among users. Users seek a sense of superiority through sharing and forwarding activities, thereby satisfying the need to show off.

Common activities that satisfy the need to show off include driving a luxury car and dining at a star-rated restaurant, and many users enjoy sharing and forwarding these activities.

Examples: "Watermelon Footprints" and "Guess the Song Title"

4) The need for personal and social integration

When we browse our Moments, we often see articles or activities about integration. Such as the latest survey reports on the Internet e-commerce industry, the latest development trends in the AI ​​industry, and the skills required for operations.

These contents or activities can help users demonstrate their professional knowledge and abilities, so that users can actively participate in forwarding and sharing.

Example: Share and forward to receive the " Internet Queen Report"

NetEase's "Your Jungian Psychological Archetype" H5 event meets users' needs for recognition, which is also the most important psychological motivation for users to actively participate in this event.

03

Now let’s review the screen-swiping activities in 2017 and the first half of 2018:

1) NetEase Cloud Music’s “Music Review Special” “See the Power of Music”;

2) Pechoin advertisement "1931"

3) People’s Daily Military Uniform Photo Event “Look! This is my military uniform photo.

4) Tencent Charity "Children's Gallery"

5) Youdao Translation: "Late at night, a male colleague asked me if I had slept"

6) China Merchants Bank: "No matter how big the world is, it's just a plate of fried tomato and eggs"

7) Yi Er San: A girl's story of making a fortune by dressing

8) Apple + Peter Chan "Three Minutes"

9) Shenzhou Special Car "Michael Wang was late for the flight this morning"

10) MINI "That Night, He Hurt Him"

11) NetEase Cloud Music "Your User Manual"

12) Alipay "Your Annual Bill"

13) Alipay Jifu

14) Today’s headlines collect zodiac signs

15) 999 "Health is what it should be"

16) Tiantian Pitu "May 4th is here, please check your youthful photos from your previous life"

17) NetEase Cloud Music "Annual Listening Report"

18) Netease Cloud Music: Your Jungian Psychological Archetype

19) Watermelon Footprints

Looking back at these 19 screen-sweeping activities, we found that many types of activities are repeated. I call these recurring events “menstrual” hot spots.

These activities did not take advantage of current affairs at the time, but instead explored people's needs that were repeatedly discussed and regularly erupted in the cultural environment of the time, namely "menstrual needs."

These successful screen-sweeping activities will recur every once in a while, exist for a long time, and erupt regularly. Users actively participate in sharing and spreading the information, and have a lot of fun.

So what are the elements of a “menstrual hotspot”?

1) The target user group must be broad;

The communication activities must have a wide audience and a deep user base. Simply put, the communication activities can attract the attention of the widest range of people and cause widespread discussion.

Such activities have the potential to go viral and easily become a hit.

Activities targeting specific groups are unlikely to go viral on the Internet, as the audience base determines the scope of dissemination.

The 19 screen-sweeping activities listed above all meet the requirement of having a wide audience.

2) People’s emotional venting and struggle for control in the environment at that time;

In today's society, due to the continuous rise in rents and the increasing pressure on the masses, people have many emotions that need to be vented and many senses of control that need to be fought for.

Students, parents, working people, company bosses and company leaders all face this problem, which becomes a good direction for screen-sweeping activities.

The external environment is constantly changing, constantly depriving people of their sense of control and freedom, and forcing them to take on a lot of responsibilities. At this time, we need to help them fight for a sense of control and provide an outlet for emotional release.

The previous popular ones were "The world is so big, I want to see it", "Let's go on a trip without any preparation", "Resign and open a coffee shop in Lijiang"

It's all the same series.

Activities such as China Merchants Bank's "No matter how big the world is, it's just a plate of scrambled eggs with tomatoes", Apple+Chen Kexin's "Three Minutes", Shenzhou Special Car's "Michael Wang was late for the plane this morning", and NetEase Cloud Music's "Music Train" all make use of "menstrual demand" to make a fuss.

3) Recollection and nostalgia for the past;

People always have a need to reminisce and reminisce about the past. When we grow up, we miss our childhood; when we start working, we miss our school days; when educated youth return to the city, they miss their days in the countryside; when we get old, we miss our youth; and city dwellers miss their days in the countryside.

It is precisely because of these different needs for reminiscing about the past and nostalgia that screen-swiping activities always continue to stimulate people's nostalgia, thus achieving the effect of screen-swiping.

The film industry also often takes advantage of this and launches nostalgic film series every once in a while: "You Are the Apple of My Eye", "So Young" series, and "Ex-Files" series.

The tourism market periodically launches programs such as "Retracing the Long March", "Red Revolutionary Route Tour" and "Great Men's Former Residence Tour", which also reflect people's pursuit of the past.

People's Daily military uniform photo activity "Look at Na! Activities such as "This is my military uniform photo", "Daily photo editing" "May Fourth is here, please check your youth photos in your previous life", and "Watermelon Footprints" are precisely using the need for nostalgia to stimulate people's nostalgic psychology and achieve a screen-sweeping effect.

4) The need for periodic summaries;

There are various summaries at work, such as weekly, monthly, quarterly, annual reports and other summary reports. People are accustomed to and familiar with this periodic summary.

Student learning requires periodic summaries, working people need periodic summaries, family life requires periodic summaries, and personal development requires periodic summaries.

Life is full of various summaries. Without summaries, there is no life.

In this context, anything with a time dimension can be used to summarize.

• Books I read during my four years of college;
• The CDs I bought over the years;
• Movies I watched in 2018;
• Places visited in 2018;
• Summary of expenditures in 2018...

Alipay's "Your Annual Bill", NetEase Cloud Music's "Annual Listening Report", and China Merchants Bank's "Your Annual Expenses" all take advantage of the need for periodic summaries, inspiring people to participate in activities to generate their own annual summaries, which are then spread wildly in the circle of friends.

5) Explore the testing needs of its own attributes;

People are far more interested in themselves than in others, and their exploration of themselves begins at the beginning of life and continues until the end of life. Throughout this life cycle, people never tire of exploring their own attributes and are never satisfied.

The demand for exploring one's own attributes is constantly stimulated, resulting in a continuously popular demand for tests such as constellation tests, personality tests, IQ tests, EQ tests, academic performance tests, etc.

Through these tests, people satisfy their exploration of their own attributes and answer the "Who am I" question, one of the three major philosophical problems.

Every once in a while, there will be a self-attribute test activity that will flood the Moments. These activities use this routine to continuously test and flood the Moments.

Personality tests and horoscope tests in the Moments, NetEase Cloud Music's "Inner Personality Test", "Your User Manual", "Your Jungian Psychological Archetype" and other activities are all tests that satisfy people's desire to explore their own attributes, thereby achieving screen-sweeping results.

04

There are many different activities that go viral every year, but the routines they use are similar.

This article analyzes the five conditions for users to share in screen-sweeping activities, the four psychological motivations for users to participate, and the five elements that satisfy the "menstrual hot spots" to help everyone understand the logic behind screen-sweeping activities.

For the planners of these activities, I have a message for you: "The longest road in the world is your routine."

Can you guess what the screen-sweeping activities will be in the second half of 2018? Let's wait and see

Conclusion:

1. Five conditions for user sharing:

1. Satisfy users' need to find topics to talk about;

2. Help users express their ideas and highlight themselves;

3. Realize users’ desire to help others;

4. Help users establish their image;

5. Help users make social comparisons;

2. Four psychological motivations for user participation:

1. The need for emotional release;

2. The need for recognition;

3. The need to show off;

4. The need for personal and social integration;

3. Five elements of "menstrual hot spots"

1. The target user group must be broad;

2. Emotional release and struggle for control among people in the environment at that time;

3. Recollection and nostalgia for the past;

4) The need for periodic summaries;

5) Explore the testing needs of its own attributes;