Text | Slightly larger reference, the author | Cheng Yi, Editor | Anna Qin
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In the first month of the year of 2022, the majority of netizens have been given the opportunity to participate in billions of projects.
Kuaishou announced that it would be divided into 2.2 billion yuan during the Spring Festival, Baidu announced that it would be divided into 2.2 billion yuan, Douyin would be divided into 2 billion yuan, and Alipay would be divided into 500 million yuan...
Internet companies, not as loud as last year, on their own App icon Logo, identified out of the 2 billion, 2.1 billion, 2.2 billion, a race a volume. In the end, the topic degree was still snatched away by LeTV's "debt of 12.2 billion".
But red envelopes still have to be sent, after all, the Spring Festival is the festival with the most frequent flow of Chinese groups and information flows. The Spring Festival has become a good time for Internet companies to obtain traffic, and it is a good time to obtain new users through social fission.
Kuaishou Express Edition is willing to pay 68 yuan for obtaining new users, and Meituan buys vegetables and is willing to pay "head tax" of 30 yuan for new users. As long as the old user can find a new user, he can get the reward red envelope. Face-to-face sweeping becomes a positive way of interacting with loved ones. People have to believe in miracles, in case the other party is a new user.
Don't be discouraged if you can't get the new red packets, and there are KPIs of the Spring Festival interactive red envelopes waiting to be completed.
According to the law of conservation of energy, if you want to get the Spring Festival red envelopes from large factories, you need to pay time and traffic. For example, Kuaishou's red envelope activity needs to interact on the App side, break through the level, and even play a game - jump to get the number of draws. Grabbing red envelopes not only relies on European gas, but also on the strength of the game.
However, the Spring Festival red envelope OKR formulated by various Internet manufacturers in 2022 is really heavy.
The rules of grabbing red envelopes set by Kuaishou: If you draw 5 luck cards, you can craft a tiger card and collect 5 tiger cards before you can continue to draw the jackpot. The layers of rule setting are progressive, interlocking, and at a glance, it is a red envelope that cannot be easily distributed.
Douyin's New Year activities, like Kuaishou, are also double set cards, increasing the number of draws through sharing and interaction.
Money should be spent on the blade, and the Spring Festival red envelopes of large factories should be reduced to achieve a link of pulling new, reversing flow, and trading.
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The Spring Festival interactive red envelope of the big factory, which is easier to get, should be Alipay to collect five blessings. In the ant forest, you can patrol the protected area, shake it, AR sweep the blessing word, etc., and you can get the Five Blessings Card.
Some netizens said that Jingyefu is not easy to get. Probably the reason for my dedication, this is not difficult for me, I have not played a few games, and I have gathered five blessings. Chinese New Year's Eve draw, 1.88 yuan. The money is not much, the victory is not tossed, and the time to touch the fish is completed.
Sometimes, mobilizing user motivation does not necessarily mean sending red envelopes. For example, Li Jiaqi, the anchor with goods, just released the cover of the limited red packet, which caused his "all girls" to actively interact.
On January 25, Li Jiaqi grabbed the cover of a red envelope in the form of a blessing box at his "All Girls Member Service Center". The fu box has Li Jiaqi's red envelope cover, or Li Jiaqi's pet dog as the IP of the "Naiva Family" red envelope cover, and other forms of card coupon content. The user selects the red packet cover from a group of 6 lucky boxes.
The activity of grabbing red envelopes directly led to the official mini program not being opened, and the "All Girls Member Service Center" was down for several hours.
Top idol Wang Yibo, endorsed brand Association, RedMi, Laiyifen, Daily Black Qiao, etc., limited release of Wang Yibo's red envelope cover during the Spring Festival, resulting in the collapse of multi-brand public accounts.
Taking the daily black qiao as an example, January 18 early predicted that at 8:05 p.m. there will be 2,000 red envelope covers to grab, the red packet password has been prepared for everyone, just waiting for fans to go to the public account to send to receive the red envelope cover, the result of the time arrived, the public number card to collapse.
Fans set an alarm on their mobile phones to grab red envelopes, and they also have to bear the frustration of not being able to grab them. Luck grabbed it, it was to post articles on social platforms such as Weibo and Xiaohongshu to share the cover of the red envelope and the excitement of grabbing it.
It's not just the red envelope that brings happiness, the red envelope cover will also make people head-on.
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Another renewable and stable traffic peak during the Spring Festival is the Spring Festival Gala.
After 39 years of Spring Festival Gala, from a party, derived into an IP. The outside world likes or dislikes, and the discussion about the Spring Festival Gala has become a topic of regular explosions during the Spring Festival.
JD.com, this year and the Spring Festival Gala of the Year of the Tiger reached an interactive cooperation, divided into 7 time periods, issued 1.5 billion yuan of thresholdless shopping red envelopes. Relevant data show that two hours after the Spring Festival Gala began broadcasting, Jingdong's inter-provincial orders increased by 35%, more than a quarter of which were specialty foods.
The transaction efficiency brought about by the spring festival gala traffic cannot be underestimated. The Spring Festival Gala is a "milk" big Internet company.
In 2014, the Spring Festival Gala was broadcast exclusively on iQiyi, with a total number of broadcasts exceeding 40 million, a total playback volume exceeding 70.01 million, and the highest number of simultaneous online users exceeded 14 million, setting a global record for online live broadcasting on a single platform.
The 2015 CCTV Spring Festival Gala also linked with WeChat, realizing "micro-vision" cross-screen interaction for the first time, resulting in a global media and cultural spectacle of "watching the Spring Festival Gala, shaking WeChat, and grabbing red envelopes". It gave birth to the new custom of watching the Spring Festival Gala - grabbing red envelopes.
The Spring Festival Gala has become an important traffic entrance for Internet enterprises.
Alipay's 2016 Spring Festival Gala audience interaction was enthusiastic, Chinese New Year's Eve the night began with the first round of "Xiu Yi Xiu" to grab the red envelope Fu card activity, and by the end of this round, the number of interactions reached 67.7 billion.
In 2021, Douyin temporarily made up for the position to become the exclusive red envelope interactive partner of the Spring Festival Gala of the General Station. According to official data, the total number of interactions with Douyin red envelopes during the Spring Festival Gala reached 70.3 billion; from February 4 to February 11 last year, Chinese New Year's Eve, the cumulative number of New Year's greeting videos released through Douyin exceeded 50.6 billion times, and they were liked 6.2 billion times.
Luo Zhenyu once shared that he wanted to advertise for his "get" APP at the Spring Festival Gala, and the CCTV advertising department directly told him, "Internet companies want to invest in advertising at the Spring Festival Gala, and they have to live more than 100 million a day to have to consider, otherwise, the server will collapse the moment the advertisement comes out." ”
In 2018, Taobao became the exclusive interactive partner of the Spring Festival Gala, but it was down during the live broadcast of the Spring Festival Gala.
The technical leader of the Taobao Spring Festival Gala project, when answering "How to look at the Taobao crash incident during the live broadcast of the 2018 Spring Festival Gala", mentioned that "we really don't know anything about the power of the Spring Festival Gala", and the actual peak of the Spring Festival Gala login on the night of the Spring Festival Gala was more than 15 times that of the 17-year Double Eleven, especially the instantaneous login of new users, which completely exceeded expectations.
If the previous Internet companies, together with the CCTV Spring Festival Gala, are to grow and obtain new users in the form of interactive red envelopes. The cooperation between JD.com and the Spring Festival Gala has taken the interactive form one step forward. Not only user growth, but also user transactions. Because it is a shopping red envelope that is distributed. Users only have to shop and consume, and the red envelopes they grab are valuable.
For Internet companies, the biggest value of the Spring Festival Gala lies in the attention of the whole people Chinese New Year's Eve night. In addition to it, is there a national topic that more than a billion people in China will one day discuss together?
And the topic is the "real body" of casting traffic.