Little, Weibo # Let the Red Envelopes Fly # 10th day of activity online

The red envelopes are annual, especially many this year. Today is an annual, Micro Bo # let red envelopes Fly # Activities on the 10th day, has already created a red envelope flying atmosphere, and with Alipay and micro-letter today full exchange of fire, users of red envelopes enthusiasm will reach new highs.

Early-exerting Twitter has received a good result. data show that by noon today Weibo has issued 5600多万个 red envelopes, the first 10 days the average number of red packets per day more than 5.6 million, has exceeded the micro-letter red envelopes last year's Eve set the peak data of 4.82 million people.

In this red envelope war, the earliest discovery of micro-bo red envelopes hot is actually the industry V, since the media @ Omnipotent Big Bear and other people, a week issued 240,000 cash red envelopes, there are more than 20,000 person he charged money, accumulated up to nearly 300,000, after the entrepreneurs and Star Big V to join, began to play with delight. In the endless cycle of plug-grab-stopper-grab, we seem to smell the "ice bucket challenge" that swept through Weibo last year.

What is the challenge of Weibo and ice bucket?

The first is the occasional occasion. Ice bucket Challenge should be for the frozen people donate the scene, is the public interest theme. Micro Bo Red envelopes should be the Spring festival scenery, and this year the Internet red envelopes overall heat than in previous years, micro-bo Red envelopes naturally also occasion.

The second is the shape of the game. February 6 Cao Chao in the "home" sent red envelopes, more than 20 minutes after the Jiangnan spring forward this micro-blog, and said: "Or old Cao red envelopes big enough." Cao Chao immediately responded: "Giang also send a point." This is like the ice bucket pick wartime "@ Three friends" relay play, and then Jason also in micro-blog issued million red envelopes. Celebrities between this "tease" is actually PK, the big guys are not bad money, but not bad face, had to keep up. This kind of play naturally causes fans of onlookers, and through the micro-BO fission-type transmission chain, red envelopes quickly become a popular topic on Weibo, netizens also participate in the red envelopes, red envelopes, red envelopes in the army.

Of course, more important is the spirit of likeness. In this celebrity "roll-call", the Netizen onlookers spread and follow up behind, is the micro-Bo open social relationship chain, fission communication ability and hot focus effect. On Weibo, we can watch celebrities everywhere, participate in discussions on topics related to celebrities, and in the past the onlookers form of praise, red envelopes also provide a new interactive play. Feng proposal Zhang Ziyi success, Chao immediately give two people send out "the most gossip" of red envelopes gift, win a crowd of fans applause, also homeopathy raised the Micro Bo red envelopes again heat.

Second "Ice bucket Challenge" why fire?

This microblogging triggered by the red envelope drama unwittingly hot up, the reason, there are several key factors must be said.

1. Star Big V to call each other, fans of the crowd caused heat.

This is the point of the Weibo red envelope. The successful promotion of a set of activity mechanism depends mainly on the attention and participation of the users. The most efficient way to attract users is the exemplary effect of celebrities. Like the Ice bucket Challenge, nearly 200 star celebrities in every field posted a video of the challenge on Weibo, and Tfboys's video was 10多万次 8 minutes later, constructed a person who brought in more than 2,500 donations.

Star, Big V is the resource advantage of Weibo. Their interactive banter and mutual challenges trigger a game mechanism similar to the "Ice bucket Challenge", such as the response of Li Bingbing to Li Bingbing's red envelopes, and the gag on the topic of red envelopes on Weibo by Ren Zhiqiang and Pan Shiyi. Fans in the crowd will automatically participate in the spread, so that the topic of red envelopes constantly warming up. Topic heat promotion will attract more netizens attention, and the entry threshold and process of red envelopes and red envelopes are even lower than the ice bucket challenge, the participation degree is naturally very high.

2. The play of red envelopes, the fans of the provocative feeling.

This provocative style of play, the micro-bo red envelopes gradually to the climax.

NET friend can give star, Big V charge money, so can and star, Big V joint Send red envelopes. For fans, the idol "money" is very noodles, not to mention "the red envelope" can also be a lottery opportunity, a lot of good things fans naturally willing to do.

More importantly, fans will think that the number of "red envelopes" directly reflects the popularity of the idol. They naturally will not miss this opportunity to Tai their idols, so we see that the three members of Tfboys have received more than 10,000 people "stuffing money" in less than 10 hours on the campaign line. On the one hand, a joint of their idol hair red envelopes, on the one hand for their idol popular. In this way, it is unlikely that the red envelopes will not fire.

I have to say that this kind of play can only be played on Weibo. It has become a habit for celebrities and fans to interact on Weibo, and Weibo is an open social platform, and giving stars money is a one-way act of the user, making it easier to play. In fact, from last year's Lou twice to create a single micro-blog comments on the record can be seen, fans are not satisfied with simply to comment on this simple interaction, but want to make the interaction more practical meaning. The red envelope is one of them, and it is a typical simple and rough type of play, which is certainly appropriate for fans.

3. From the "Alone Lele" to "the public Lele", put as many people as possible to pull in.

This is the Weibo red envelope hot "last kilometer."

Although the user's chain of relationships has been extended through social networks, it is only an extension of the technical sense. In accordance with the Chinese tradition during the Spring Festival, friends and family gatherings would also like to joke, for red envelopes. Most of the Internet red Envelopes play just the original line issued red envelopes moved to the line, although the extension of the Spring Festival red envelopes, but weakened the family connotation of red envelopes, so "playing" is very important.

The game provided by Weibo is not limited to "friends". On Weibo we can see, ordinary netizens, Big V, small and medium V, enterprises are involved in, can be said to be completely through the social links, from the traditional red envelope one-on-one "alone Lele", the development of the "public Lele". Grab a red envelope at the same time netizens can also watch the Star Big V ridicule rivalry, and even from the clues to dig gossip, quite the effect of national entertainment. This is the mobile Internet to the user's life changes, and it is the participation of the people to make micro Bo red envelopes and Ice bucket challenges, with the possibility of becoming a social phenomenon.

It can be said that the micro-blog is able to stand out in the red envelopes this year, mainly rely on a wealth of play and a wide range of participation, has been "the red envelopes to promote each other, the fans gain" win the situation, which may erupt on New Year's Eve greater power.

On the whole, the ice bucket Challenge, or the microblog, is inseparable from the characteristics of Weibo itself, that is, open society and fission transmission. In fact, the value of Weibo as a public participation platform is already very clear, for enterprises This means that the image of viral transmission of space, for users means that everyone's power can be magnified, this may be the social media should be.