Three principles to make users willing to share

The circle of friends has become an important marketing platform, and interpersonal relationships have built a wonderful and efficient communication channel . Therefore, no matter what kind of APP application it is, the “one-click sharing” setting is standard. Therefore, when paying attention to and analyzing " user behavior ", it is very important to understand what reasons prompt users to share .

Image source | Visual China

However, when we analyze the issue of "sharing", we may have been "deceived" to a certain extent. The word "sharing" is a description of user behavior from the perspective of product producers and operators . But from the user's perspective, the same behavior is not as simple as "sharing" and may even have nothing to do with the original intention of "sharing". This requires us to study it carefully. After all, only by understanding the users’ real thoughts can we prescribe the right medicine, or rather, “targeted medicine”.

Behind “sharing” is “sense of presence”

Why is it that sometimes no one is willing to “share” even when you grit your teeth and offer ten coupons as prizes?

Apart from the fact that the prizes are not big enough or attractive enough, what other reasons are there?

This is amazing, because people have growing spiritual needs in addition to their material needs. For users, sharing the check-in records on an app is mostly not motivated by “profit” but to show their “presence”.

What is a sense of existence?

It is to make everyone notice "me" and be stimulated by my behavior.

You, the drama queen, don't need me to say more. Why do all those irrelevant and diverse tests flood the screen? Why is the “One Yuan Painting” charity event so popular? Just as the operation manager has analyzed before, in addition to the spreadability of products and events themselves, "sharing" allows users to gain interesting resonance and praise in their circle of friends, thereby allowing users to feel a sense of "presence" in the process.

"Presence" is usually like this

Usually, when designing functions for a product, the application scenarios are mostly considered. The guidance for "sharing" is often a relatively conventional design, such as checking in, showing off achievements, inviting friends to send gifts, etc. We cannot blame product developers for having no imagination in this regard, but should regard this routine as an open attitude of developers towards unknown situations.

We should combine the "unshakable" functions of the product and flexibly and diversely add designs to the product, or design activities, or add interactive modules to stimulate users' "sharing" behavior, so that users can't help but "show off their happiness", "show off their achievements", and "show off their personality", and show their "presence" amid the envy, jealousy and hatred in the circle of friends.

Help users share happiness

If your product or your activity allows users to show their happiness, users are very willing to "share". Look at what people often post on their Moments: travel, food, bags, lipsticks. After all, it’s not easy to show off money directly, and one may need to cover up the fact that they are not very rich by “showing off” (this can be easily obtained through user data). Generally speaking, travel and food are the categories that are most directly related to happiness and have the most obvious visual impact.

Share your food

Travel

Therefore, think about how your product can be connected with food and travel, and you will find the key to trigger user sharing. This kind of scene, which is very close to people's lives, is relatively easy to create associations. Travel, navigation, weather, and beauty products are all possible.

Even for relatively obscure applications, it's easy to come up with ideas. For example, for a product like word memorization, you can have a weekly word memorization activity. In the first week, you can "take a picture of the most revolutionary food around you" and in the second week, you can "take a picture of the most Gothic clothing combination you see"... For another example, for a financial product, you can develop an activity called "What level of meal can you buy with your weekly income?" Such sharing not only links product features but also stimulates user interest.

In fact, there may not be any prize incentives behind these activities, but users’ desire to “show off their happiness” is endless. In addition, users’ daily postings on WeChat Moments are already tiring, and at this time, your product can create opportunities for users to “show off in different ways,” and users are happy to participate.

Help users show their achievements

Ever since the days when we used to wear red flowers in kindergarten, the mentality of competition has occupied the commanding heights of our rationality. No matter how today's education system weakens the ranking of grades, we know in our hearts that "open competition" has turned into "covert fighting." Therefore, competitiveness is always a major purpose of users' "sharing". Just look at the fitness and pedometer apps, as well as the sharing of various game battle results.

keep achievement sharing

However, many products do not have quantifiable indicators for users to show their performance. What should they do? This may require a transformation .

Method 1: By designing small modules within the application, the relevant content of the application can be converted into quantifiable and comparable information. For example, Alipay ’s Ant Forest plants trees, and Ant Farm accumulates love and participates in charity activities and donations.

Method 2: Convert relevant functions within the app into clear task information, such as keep. After completing a certain stage of the exercise plan, you can share it with your friends.

For example, if you have developed a system tool application and hope that users can help promote it, but there are many such tools on the market, such as Cleaner Master and Phone Guardian, it is a bit difficult to stand out. We can design an activity called "I help you clean up your phone, and you help the world clean up absurdity" (that's really cool), and ask users to correct the Chinese characters around them, such as in movies, TV shows, and billboards. They can share them to their friends using the APP's universal template, and they can also rank the top ten users and give them a "privilege toolkit" that requires paid use of the application.

This is the second method mentioned above, which is to convert the content of the product. It is difficult to get users to share in their circle of friends, "Today I successfully cleaned up 2.75G of garbage with XX", but if you change it to "Today I found a typo on Central Avenue, X was written as X, I am so awesome!", "Today I found a typo in the subtitles of " In the Name of People "..." This kind of "sharing" that can demonstrate the user's ability, achievement, and wisdom is completely different.

Help users show their personality

It is also a great thing to allow users to show the perfection and depth of their personality in their circle of friends. The vast majority of people are busy and struggling for life every day, and their inner world is often very complicated. Many people are not afraid to admit that life is difficult, and can even easily embarrass themselves and make fun of themselves, but they cannot tolerate others looking down on them. Therefore, "sharing" that helps users show their personality, temperament, and moral level is very likely to be thrown into the circle of friends.

For example, Tencent’s charity “One Yuan Painting” went viral. In addition to the touching point of “paintings by autistic children”, the words “charity event” ignited the caring hearts of many netizens. For netizens, when they work hard to spread this matter, they hope that everyone will pay attention to the charity itself, and also hope that everyone will see my attention and attention to this matter, and see my kindness and integrity.

Tencent Charity: Buy a Painting for One Yuan

In actual work, we may think that following hot topics is the job of the editor of a public account . In fact, application software can also borrow or create hot topics, and use users' general concern about hot events and their willingness to spread them to design activities to help users "show off their personality."

For example, an application that features photo-taking and beauty pictures may not have to worry about user sharing in normal times, after all, it has a large number of users. However, it seems difficult to achieve anything in terms of brand publicity and promotion . At this time, we can design a small activity such as "A picture tells you what you think of drama queens", "A picture can block face ID", "If I could travel back to "Youth"", etc., allowing users to use the beauty picture plug-ins provided by the application software to express their views on hot events, and even express their feelings, which will help users forward the posts.

Beauty Camera X Halloween

Having said so much, there is actually nothing mysterious about it. In a word: help users gain an advantage among plastic sisters. Of course, for all of this to be successful and effective, there is still a prerequisite, that is, your product quality is high enough, your event design is of a high enough level, and it must fit the product function and cannot be forced. Without these things as a foundation, it will be as embarrassing as "The Birth of a Theater Queen". Helping users to increase their "sense of presence" still depends, to a large extent, on understanding their psychology and mobilizing their emotions so that they are willing to help you sell products.

The author of this article is @操作合作伙伴. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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