I dismantled this activity because I didn’t expect that Xiaopozhan also started to engage in this most commonly used method of online education, so I wanted to see what it wanted to do. First of all, I declare: The following case dismantling is my subjective analysis based on the facts. Welcome to discuss and exchange with me to discover more possibilities.
1. Path
The method of pulling people's heads at station B
Entrance:
The method of pulling people's heads at station B
The entrance to invite friends is in the [My] section. A Xin didn't find it at first, but at that time, a small red dot (+1) appeared above the icon, so she clicked in out of curiosity. After clicking in, the interface of the second picture appears - although I haven't invited friends yet, I have received a starting gold of 0.1 yuan (although it is basically equal to nothing in my opinion).
1. Pull the new interface
excitation
The new incentive system of station B is money, and both the inviter and the invitee can get rewards. And it makes a stepped distinction on the number of invitees. If you just look at the three columns above, the difference in the reward amount is mainly due to the change in the number of invited friends, and the amount of the friends who watch the video remains unchanged.
However, after reading the introduction of the rules at the bottom, I found that this reward is actually very mysterious. For example, if a friend has to watch for more than 10 minutes on that day, you only have a 5 yuan red envelope, and he has 1 yuan; for example, 20 yuan is used within 60 days from the eighth day of use, Every 6 minutes your friend watches, you get 0.08, he gets 0.04, and your friend has five chances a day (I don't actually understand what chance means here).
Therefore, the above amount is only the maximum possible. Generally, the maximum benefit is to just download it. If it exceeds 7 days, the benefit will be very low.
2. Typesetting layout
The overall layout of the design page is relatively simple and clear. In terms of guiding competition: one is the three-party real-time scrolling "xx gets xx yuan red envelope" barrage; the other is the leaderboard under the "My Rewards" column. There is also a scrolling "Friends List" on the right side where you can see the progress of your friends' invitations (of course, because Axin mixed station B is only watching videos by himself, so you can't see the specifics in this column)
share
At the bottom of the page is the share bar that slides with gestures. You can see that most of the choices are well-known social apps. Other platforms may invite them directly with pictures (or may be worried about external chain titles and cause disputes). Another special feature is the face-to-face invitation, which is a bit like WeChat scanning and adding friends.
This is the interface that appears after Axin shares on WeChat. After entering the mobile phone number, go to download the app, register and fill in the mobile phone number to receive the reward.
2. Analysis
Why an activity does this is ultimately because of business requirements.
First of all, what everyone knows is that Station B needs to break the circle and attract more people to Station B. So last year, the "Hou Lang" trilogy of station B created momentum, in order to let more people know about station B, and know that station B is not just a two-dimensional world, as its slogan said, "Everything you are interested in is here. b station".
The night before I wrote this, I clicked on a video that was completely vertical when I was browsing Xiaopo Station. You can imagine it according to the Douyin model, and swipe down to see the next one. And station b distinguishes this from the previous horizontal screen mode, and there will be an icon below.
If you look carefully at the screenshot of the entrance area above me, you will see that there is a [Post your first video with a prize], and when you click on it, you will be prompted to download a must-cut (Xiaopo Station's own editing software). Welfare, there are novice tutorials that must be cut below.
From the above phenomena, I have country email list made the following inferences:
Although station B carried out a wave of big marketing promotion last year, it was more to create an image, and the actual user growth was not enough;
It is known that the video software is competing with each other. The opening of the vertical screen streaming mode means that the B station has begun to penetrate into the fast-moving field (but I am not used to using it, I always thought I was in the wrong area. In the future, this vertical screen The development of the flow, whether it becomes a trend is unknown);
Although there are various creators at station B, and the content is indeed rich, it can be seen from this plate area that the award-winning release is larger than that of Laxin, station B actually wants to do a good job in UGC.