Are the Spring Festival red envelopes on various Internet platforms easy to get this year?

Exhibited | Three Words Pro Author| DorAemon

It's time again for the annual major Internet platforms to rush to "send red envelopes" to everyone.

Of course, I believe that netizens have long felt that this kind of activity is commonplace, after all, the so-called "red envelopes" are not given for nothing, and the platform always sets various thresholds.

For example, many platforms have launched "card collection" activities, as long as they are collected, they can participate in the sharing of red envelopes. But it's not so easy to collect them. Every year, it will cause the majority of netizens to frantically "ask for cards", and sometimes bad luck is worse than a card, which is really anxious.

And even if you collect five cards, most netizens may get only a few yuan when the lottery is drawn. But every year, everyone is happy to participate in the red envelope activities of various platforms, presumably during the Chinese New Year, to add some New Year's flavor.

So, what about the red envelope distribution activities on major platforms during this year's Spring Festival? Is the threshold high? Let's make a brief comparison today.

Alipay: 500 million points, and the meta-universe

Let's take a look at Alipay's red envelope activities first.

As mentioned above, Alipay's red envelope activities have been carried out in the form of jifu cards for many years, the difference is that every year Alipay will add some new gameplay on the basis of jifu cards.

This year's Alipay Collection Wufu is the same as in previous years, players need to collect five Fu cards: Universal Fu, Patriotic Fu, Fuqiang Fu, Harmony Fu, Friendly Fu and Dedication Fu; On this basis, there is also zodiac card play. After collecting 5 Fuka, you can get the qualification to share 500 million red envelopes.

To collect five Fu cards, in addition to scanning the "Fu Zi" through AR, Alipay also provides a variety of other collection channels. For example, combined with the popular AI painting technology "Painting New Year Painting Fortune Card", users only need to draw a New Year painting on their mobile phone according to the instructions to obtain Fuka; In addition, you can also get Fuka through ant forest, live broadcast, exercise steps, etc.

In addition to Ji Wufu, this year's Alipay red envelope event also introduced metaverse elements. Users can build an avatar and then play mini-games in the digital world and interact with other netizens' digital avatars.

By playing these mini-games, users can accumulate "blessing points" and when accumulated to a certain extent, they can also redeem red envelopes. In addition, users can also use the collected Fuka to redeem some virtual items and physical goods, such as red envelope covers, snack gift boxes, etc. in the store of the digital world.

Comments: Alipay's red envelope activity threshold is not high, and the model of Jifu Card has been carried out for many years, and users are already familiar with it; Moreover, there are many channels for collecting Fuka this year, and it is not difficult to collect five Fuka.

In terms of new gameplay, the metaverse element gameplay introduced by Alipay is more complex than that of Jifuka, but the interface guidance is clearer, and the cost of user learning is not high.

Although the Jiwufu campaign has been carried out for many years, the new elements such as the meta-universe this year and the integration of e-commerce, life services and other entrances have increased the difficulty of Alipay's red envelope gameplay, so the difficulty index is three stars.

Difficulty index: ★★★ ☆☆ 

Weibo: Six cards need to be collected There is also a special session for enterprises

Similar to Alipay, this year's Weibo red envelope event is also a card collection game, and users need to collect a total of six cards: "Rabbit Health", "Rabbit Auspicious", "Rabbit Good Luck", "Rabbit Happy", "Rabbit Peace" and "Rabbit Has Love".

In terms of obtaining cards, Weibo users can obtain them by doing system tasks, such as checking in every day, watching videos, and interacting on Weibo, etc., and can also be obtained by asking for them from friends. However, Weibo did not indicate the total amount of the red envelope activity on the main interface of the event.

In addition, Weibo has also cooperated with some commercial brands to launch a special session for enterprises, and you can participate in the card draw activities customized by enterprises. Users can also do card collection tasks and collect all the cards, and then participate in the lottery.

However, the card drawing task of the company's special session requires users to complete some activities that help the company's publicity, such as forwarding a certain Weibo of the company to complete.

Comments: The overall content of Weibo's red envelope activities is not as rich as Alipay, and it is mainly based on collection cards. At the same time, getting cards requires users to interact on the platform. However, the purpose of the Weibo red envelope activity is simple and clear, and users only need to complete tasks to collect cards.

The Weibo red envelope activity mainly revolves around card draws, and does not add too many other gameplay, so the difficulty index is two stars.

Difficulty index: ★★ ☆☆☆

Baidu: Five cards are required to buy New Year goods and customize travel plans

Baidu is also a card game, but instead of calling it "collection cards", Baidu's red envelope activity is better called "collection of words".

Users need to draw out the five words "Good Luck China Year" in the form of a card lottery, and after collecting, they can obtain the qualification to participate in 300 million red envelopes. The number of card draws also requires various tasks to obtain, including chatting with digital people and using some functions of Baidu App.

In addition to collecting words, Baidu's red envelope activities also integrate platform resources, allowing users to purchase New Year goods and customize Spring Festival vacation plans directly on the event interface.

Comments: The card draw gameplay is basically the same, Baidu's red envelope activity gameplay is simple and easy to understand, and the threshold is not high. However, Baidu's focus is actually on the drainage effect brought by the Spring Festival red envelope event.

Baidu collection card gameplay is easy to understand, but its series of games and activities integrated in order to attract traffic are more complicated, and the difficulty index is four stars.

Difficulty index: ★★★★ ☆

TikTok: Eight cards are required, and there are mini-games

In addition to the "traditional" card collection gameplay, this year's Douyin red envelope event also added some mini-game gameplay.

Unlike other platforms, Douyin's cards are named after the 24 solar terms, and users need to collect a total of 8 cards in Qilichun, Lixia, Liqiu, Lidong, Spring Equinox, Summer Solstice, Autumn Equinx, and Winter Solstice to qualify for the 200 million yuan red envelope.

Users need to complete a variety of tasks to qualify for more cards, including watching videos from sponsored brands, adding friends, posting videos, and more.

In addition to the card gameplay, this year Douyin also did some interactive mini games to grab red envelopes. For example, in this "Find Red Envelopes · 400 Million Points" mini game, the little rabbit in the game keeps running forward, and each fixed node will issue different amounts of red envelopes, and each person will eventually get 36 yuan.

In addition, users can also get more red envelopes by doing some tasks such as watching videos and posting videos; In this mini-game, some red envelopes require users to complete some interactive behaviors to obtain them, such as watching a 15-minute video.

At the same time, Douyin's mini game also integrates Douyin e-commerce, which is convenient for users to purchase New Year goods and other goods.

Comments: Douyin has the most collection cards, and 8 cards are collected; In addition, the red envelopes in the mini-game, the author will receive a few cents and pennies after playing. Those red envelopes with relatively large amounts often require users to complete some tasks. For example, the author has opened a red envelope with an amount greater than 5 yuan and needs to watch a 15-minute video, or follow some users.

Similar to Baidu, the rules of Douyin card gameplay are easy to understand, but other small game activities related to red envelopes are more complex, and users are also required to complete interactive tasks, although the time cost is higher, but it belongs to "lying to earn" red envelopes, and the difficulty index is three stars.

Difficulty index: ★★★ ☆☆

Kuaishou: Five cards are required, and the gameplay is complicated and difficult to understand

Kuaishou's red packet activities are more complicated, in which the card collection game is only one of the whole set of red packet activities, and the card collection is not used as the main gameplay, and its entrance is placed on the secondary page.

The main interface of Kuaishou's event is a mini game called "Rabbit Synthesis", with a total amount of 2 billion yuan in red envelopes. Users get "rabbit coins" through the lottery, and then use this virtual token to buy "rabbits", and then gradually upgrade the rabbits, as the rabbit level increases, users can also get red envelopes. And when the rabbit reaches level 10, there is a "big red envelope" to take.

In addition, in the process of drawing "rabbit coins", there is also the opportunity to draw red envelopes and Fuka. At the same time, users also need to do various tasks to get more lotteries.

In terms of card gameplay, users need to collect all 5 cards and finally divide 200 million yuan in red envelopes; They are "wealth", "blessing", "joy", "fate", and "transportation". Similarly, users do interactive tasks such as inviting friends, watching ads, etc. to get the number of draws.

There are also some mini games, such as "Push Gold Coins", "Offering the God of Wealth", etc., users have the opportunity to obtain red envelopes and virtual tokens after completing the game goal; In addition, Kuaishou is also vigorously promoting platform anchors, and users who follow some anchors' live broadcast rooms can also get the opportunity to win lucky draws and get red envelopes.

Comments: There is a saying that Kuaishou's red envelope gameplay is more complicated, and there are several mini games that can obtain game tokens and red envelope Fuka. But these gameplay are integrated in one interface, which is somewhat dazzling and unknowing.

Kuaishou Spring Festival Red Envelope series activities are very rich in content, but it is also because of this that the rules of the activity are complicated, require high learning costs, and the difficulty index is five stars.

Difficulty Index: ★★★★★

Xiaohongshu: There is no open card collection yet, just cultivate virtual humans

Xiaohongshu has not yet launched the collection card game, according to the official rules, the card collection game will be opened on the first day of the new year.

At present, Xiaohongshu's red envelope activity is through "unpacking lucky bags", which is actually a lottery, to draw image decorations for their virtual people, and then upgrade them. When the virtual person upgrades to level 5, he can participate in the sharing of red envelopes.

However, Xiaohongshu did not disclose the total amount of red envelopes obtained by opening the lucky bag, and users could draw some set gifts from partner brands in addition to the costume accessories of the virtual image.

The additional number of times to open the lucky bag requires users to complete interactive tasks on the platform, such as inviting friends and watching live broadcasts.

In addition to cultivating virtual humans, Xiaohongshu's activities also include some blessing games, such as sending blessings to friends, making New Year's resolutions, etc., but these contents will not receive red envelope rewards.

Comments: At present, Xiaohongshu has not yet launched a collection of card activities, and compared with the activities of other existing platforms, Xiaohongshu's red envelope activities are relatively monotonous. Xiaohongshu put the card collection activity after the first day of the new year, perhaps to avoid the "peak of card collection".

At present, Xiaohongshu has not yet launched a collection of card activities, and the existing red envelope activities are very simple and not cumbersome, and the difficulty index is one star.

Difficulty index: ★ ☆☆☆☆

Red envelopes are a means, not an end, and drainage is the essence

On the whole, the red envelope activities done by major platforms are essentially spending money to attract traffic. Sending red envelopes is not an end, but a means. In order to be eligible to open red packets, users must complete various tasks set by the platform step by step.

These tasks are also closely related to the main business of each platform, such as Douyin and Kuaishou have tasks that need to watch videos and live broadcasts; Xiaohongshu and Weibo also have requirements for publishing posts.

In contrast, platforms with relatively simple gameplay include Xiaohongshu, Alipay, Weibo and Baidu, while platforms with relatively rich and complex content are Douyin and Kuaishou.

However, no matter how complicated the red envelope gameplay is, I believe it is not difficult for netizens, and all platform tasks are completed before the lottery.

So, how many platform red envelope tasks have you completed?