1. Talk about money:
Providing talk about money products or activities can provide users with talk about money, then a widely circulated social money-talk about money will be generated.
Haidilao's new eating method, Jiang Xiaobai cocktail blending, Oreo's spicy chicken wings and mustard-flavored sandwich biscuits have created "fresh and interesting" talking money for users;
Starlight Jewelry's scene experience activity of "The eye is the apple of your eye, and the husband loves you"-let the husband experience the pain of his wife giving birth to a child with a delivery experience instrument (only when a man knows how painful it is can he understand a woman and love her), thus creating a talk coin of "gratitude, emotion and empathy" for the experiencers and onlookers.
2. Expression coins:
To express thoughts, interests, friendship and emotions, when you see a WeChat tweet or an argument in Tik Tok, and feel that these opinions are what you want to express, users will immediately forward them. Public comments, e-commerce and the comment area behind WeChat official account are all channels for modern people to express themselves.
Why do young people buy nickname bottles and lyrics bottles of Coca-Cola? Why did you buy Jiang Xiaobai's expression bottle? It is because the product has become a prop to express interest, friendship or emotion for users.
why do many people want to touch the jade in the jewelry store? Because it expresses the desire of "getting rich right away" for users; When users see the golden dragon chair in the mall, they will sit on it and experience it, and even take photos to send friends. < P > Why? Because the scene prop of the dragon chair provides users with the interest of "do I look like the emperor?" Whether it is the scene copy on the product or the scene experience or scene props of the brand, as long as it can be expressed for the target users, new expression coins can be continuously created.
3. Value coin:
Being needed by others is a kind of value. Everyone wants to show their value in front of others, and that is to help others.
If I can help more people, it means that I am needed by more people, which is almost the best compliment. We hope to show our value in the circle of friends and help others. We will actively recommend products, brands and articles to others on social media, or praise and bargain at the request of friends.
whether it's a recommendation or a vote of praise, it's all about helping others meet their needs and showing their value of being needed.
double 11, when your best friend sends you the page of group fight or bargain, you will generally participate, which is the embodiment of the game of making value coins commonly used by Pinduoduo and other e-commerce. Therefore, products should be good at scene matching, brands should be good at creating topics, actively create product use scenarios, and issue scene consumption instructions (when to choose me), so that your products can be actively recommended.
4. Image coin:
People who show good image have the need to show their own image, hoping to show their good image through clever actions and make others feel wise and smart, which is also a basic demand, thus contributing to the emergence of image coins.
When young people have a cup of tea or experience a bowl of wine or online celebrity cuisine, they should take photos and make friends, just to show their image of "fashion, cool and trendy".
Jiang Xiaobai's campaign of "collecting expression copy", Xibei Youmian Village's campaign of "matching poems for moon cakes" and Pepsi Cola's campaign of "I want to go to the jar" are the brand's efforts to create social image coins and meet the needs of users to show their talented images.
Brand products or brand activities should be good at making image coins. If they can help users to show their good image and help them fulfill certain demands, they may forward related content and participate in related activities crazily.
5. Show off coins:
Meet the psychology of showing off and comparing with others.
why did the "showing off wealth and falling" in 218 lead to following suit? There are 1.5 billion spreads in just a few days! This is that it meets the demand for showing off.
A jewelry store in Shandong set up a special ceremony for the new customers who bought the "golden chopsticks and bowls": at the wedding ceremony, the groom gave them to the bride, which meant to give her a golden rice bowl and a happy life without food and clothing. The bride presented the groom with gold chopsticks, which meant to create and enjoy together with him, and to pair up for life.
this is making a show-off coin! Onlookers' comments, photos and social media have aroused people's interest: "When my children get married, they have to buy gold chopsticks and bowls, and they also have to ask for a good meaning", which inadvertently promoted the sales of gold chopsticks and bowls.