We look at how the explosion is made from a psychological point of view.
Let's first look at why people love to share, and what kind of psychological mechanism is behind this phenomenon.
Jenson Michel and Diana Tamir, neuroscientists at Harvard University, found that freely expressing and sharing opinions is an intrinsic reward of the brain, and the activated brain regions are the same as those activated by money and food.
The core driving forces of social interaction are connection, psychological interpretation and coordination. Humans have developed different social skills in the process of evolution, and these abilities are repeated in our growth. That is, we are eager to establish contact with others, understand their thoughts and behaviors to strengthen contact, and adjust ourselves to allow external beliefs and values to influence us. Wechat shortened this process. Let's get to know a person, know his personality, preferences and beliefs through his circle of friends, and judge whether this person can become friends. After many exchanges, the values and lifestyles of both sides will influence each other subtly.
Family and friends are important compliments. Under normal circumstances, they will forward our information on their own initiative and remember their "face-saving" in our psychological accounts. Next time, when she needs to forward information and canvass, you will not hesitate to turn around and vote, completely ignoring the forwarding content. This phenomenon is called "reciprocity principle" in psychology.
Anthropologists assess the impact of the principle of reciprocity. Reciprocity brings psychological debt and gratitude. Even if this "grace" is a tweet, or even a small cup of yogurt forced into your hand in the supermarket, you will be reluctant to buy a bottle to pay off your debts.
Leaving a good impression can often bring us social and material rewards, make us feel good about ourselves and even make our social identity more secure.
There is no denying that the circle of friends is a platform for self-display, and we want others to see what you want them to see. You bask in the bag, you bask in "my sister has money"; You bask in the baby, you bask in "sister happiness"; You take a selfie, and what you take is "My sister is so beautiful"; When you work overtime, you are enjoying "I work hard" ...
Psychologically, this phenomenon is called "impression management". You are managing yourself in the eyes of others. Next time you send a circle of friends, think about what you want others to see.
According to Darwin's theory of evolution, in order to get more chances of survival in the tribe, people will be consistent with others. Therefore, in the Internet age, the slash-and-burn brain will still be unconsciously conditioned and consistent with others.
The simplest application of social identity is to insert "canned laughter" into sitcoms. Programs such as The Big Bang Theory and ipartment have been tried and tested time and again. We know that canned laughter is fake, but we still support it.
Social identity allows users to find a sense of belonging and make themselves look better and more fashionable.
After gaining insight into the psychological mechanism of users, let's take a look at the spread path of tweets in the circle of friends.
1) The source of communication is WeChat official account;
2) Stimulation layer, generally brain powder, employees, family, friends and brain powder, is a strong relationship;
3) Fission layer, a friend or friend of zombie fans, is a weak relationship.
This chain reaction, in marketing, is called fission communication, and the typical representative is WeChat, which is characterized by the geometric growth of information communication.
This fission propagation path is: A to B, B to C, C to D. The whole propagation chain is very long, but whether the subsequent propagation is effective depends on the first three layers.
Clear the communication path, let's look at the relevance of the main body of communication, that is, tweets. The so-called relevance refers to whether the user's psychological needs are obtained and the pain points are touched.
As mentioned in the above table, for the excitation layer of strong relationship, regardless of the relevance of tweets, they will be forwarded based on face; But not necessarily for weak relationships, most of the friends circle died here. When the relevance is low, your employees, friends and iron powder will not share in their respective circle of friends after forwarding, and the communication chain will be interrupted and become a small circle.
According to the theory of psychological self-perception, for the incentive layer, "I forwarded it because I gave the other party face" is an external motivation; For the fission layer, "I forwarded it because I approved it" is an internal motivation.
In the final analysis, the key to fission communication is to improve the relevance of tweets. To improve relevance is to fall in love with your target user, say what she wants to hear, think what she thinks and make her happy.
So, how to improve the relevance? I summed up the five elements of Pepsi.
According to the principle of social identity, people's instinct is mob, and they have the motivation to be consistent with others to show "I think so" or "You don't know, do you?"
Hot spots have the widest audience, and seizing hot spots is a good opportunity. Hot spots may not be reasonable, but they must be logical. How to follow the trend?
The reason why hot spots are hot is the timeliness, that is, the response is faster than others; Second, docking, analyzing, refining and upgrading phenomena and problems with professional knowledge in a professional, in-depth and systematic way; The third is to look at the problem from different angles, that is, "critical thinking."
Take the South China Sea incident as an example.
1) July 12 CCTV news "China's territorial sovereignty and maritime rights and interests in the South China Sea are solemnly declared by the China government!" Brush the screen, the standard is "no one can be less" map and "no acceptance, no participation, no recognition, no execution" statement.
2) Then, the topic is "Do you think China will only protest in the South China Sea?" In-depth articles have been screened, allowing netizens to fully understand the country's strategy and military deployment in the South China Sea for the first time. "Mom doesn't have to worry about my safety anymore." ...
3) In July 19, in view of Venezuela's bankruptcy, the new article "Venezuela Can Pay Back the Money in this Way" opened a new horizon for netizens to look at the South China Sea incident: it was suggested that Venezuela would send China to an island in Florida, USA, as a rear military base for China in the Americas. The authenticity remains to be verified, but the response to the American dung stirring stick has gained new confidence.
What is physiological activation? Think back to the last time you spoke loudly in public. Your pulse is racing, your palms are sweating, your face is red and your heart is beating. Every subtle feeling is amplified, muscles become tense, and you will be alert to every subtle sound, every faint smell, and even every subtle change. This state belongs to high physiological activation, whereas it is low arousal such as satisfaction and sadness.
Jonah Berger, a professor at Wharton Business School in the United States, proved through experiments that high physiological activation will increase people's sharing behavior, while low physiological activation will inhibit sharing behavior. High physiological activation is not only positive emotions, but also negative emotions will increase people's sharing behavior.
"Relatively useful articles have 30% more popular hits than useless articles." People like practical information in order to help others and save friends' time or money. Providing practical information will accelerate the fission of information.
Practical value can be divided into two categories:
1) ? Money-related: promotional information, new product launch, anniversary celebration, etc.
2) ? It has nothing to do with money: besides money, people's livelihood such as health, education and food are highly concerned.
Can you help people save money? Can it bring more happiness to people? Can it make people healthier? Can you save people's time? These can check whether a piece of information is used.
What is social currency? People can buy goods and services with money. If the products or information launched by WeChat official account can establish and strengthen others' positive image of themselves and make them look more positive, professional, humorous, rich and fashionable, then they will become social currency, widely forwarded by people and quickly detonated. These forwarded messages, like watches and cars, become one of our labels to evaluate each other.
Summarize several common social currencies:
1) Breaking the routine will attract the attention of people beyond imagination. Did you know that frowning when you smile burns calories? Can an ant lift a weight more than 50 times its own weight? "
2) Games will arouse people's sense of participation, highlight personal ability or be different, and generate high attention. The "personality tag" that was screened in the first two weeks is a good case. There are two tendencies in life: always want to be as safe as others; Always want to be different from others and get attention. No one was spared.
3) Authoritative and professional content will attract specific people. Because these contents can remind people of the group they belong to, so as to distinguish people in their own circles from laymen, this pressure will force people to share them.
People are more sensitive to lively events and will directly replace statistical data. Kahneman, winner of the Nobel Prize in Economics in 2002, deeply analyzed this phenomenon in his book "Thinking Fast and Slow", calling it accessibility inspiration.
Storytelling and visualization are both effective forms to express information more vividly. People remember what they have experienced more deeply, and mirror neurons in the brain will make us feel the same way. Take the popular official account of "Mimeng" WeChat as an example. Regardless of the bottom line and values, Mi Meng is a person who knows how to tell stories and catch the eye.
If the content determines 60% of the article, then the title and organizational form determine 40%.
1. Eye-catching Title Party: The eye-catching title determines whether users of the fission layer will click.
2. Menu narration: People use browsing and scanning when swiping the screen, preferring column-by-column or menu-based information with clear logic, which is beneficial for people to automatically retrieve important information when reading extensively.
3. Visualization: Human instinct determines that the brain is more sensitive to images and has stronger memory. Multi-purpose image representation can reduce the cognitive burden of the brain on words and improve cognitive fluency.
There are two brothers living in our brains since ancient times, one is called physiological instinct, the other is called social instinct, which influences and manipulates us. An explosion exceeding 100000+ is to guide our instinctive information through PEPSI5 element and realize the fission of information.