When we are doing He Tuber operations, the biggest headache is the problem of communication. If you do something and no one knows about it, it is actually equivalent to not doing it. This article has helped us sort out three very explicit communication models, and also added corresponding case explanations. I hope we can get more inspiration from them and do a good job in communication.

As the saying goes, the fragrance of wine is also afraid of the depth of the alley. When designing products, in addition to paying attention to the quality of the product and content itself, we need to consciously design communication growth paths so that the product can effectively reach users. This article will introduce three very explicit communication models: social, circle-breaking, and co-creation.

Social circle-breaking allows product content to be combined with word-of-mouth value to hit mass users, and with the help of relationship chains in social networks, product information is spread to more people;

Circle-breaking communication uses the reference effect to bring "outsiders" into the circle. It helps products find and break potential community boundaries and spread product information to more relevant users;

Co-creative communication turns passive into active, encourages users to participate in the construction and dissemination of products, and drives users to enjoy the carnival with a sense of participation.

These models are both proven explicit communication laws and effective growth strategies. They can be used when designing the product itself and communication strategies to help the product fully mobilize its own advantages and target target users.

Each model has its own focus. We can select typical model combinations based on the demand characteristics of the product, so that the product can break through each circle-breaking route one by one and break out of the circle on a large scale.

In event communication, the most obvious way of communication fission is social communication (also called viral communication). When a new product is released, the users who are first exposed to the information and actively try it out are usually exploratory and social users who are active on major platforms. When the product is high-quality and interesting, it will form a word-of-mouth effect to attract and impress them. They will spread and share it with social media friends for reasons such as social communication, self-image display, and gaining recognition, thus presenting a decentralized form, constantly fissioning and reaching all types of players.

In social communication, there are usually 6 word-of-mouth value points that can be spread by taking advantage of the situation , and there are also related performances in our related gameplay.

①Social currency: Social currency refers to the social status and recognition that users usually want to obtain in social networks. Content that can be used as a source of social conversation is usually very conducive to dissemination. For example, newly visited attractions, new exhibitions, and the emergence of new gameplay can become a social currency. Users earn social currency by posting these contents to gain likes, comments, shares, etc.

② Inducements: The outbreak of communication requires some incentives. For example, content related to special seasons, new trends, etc. (such as holidays, Asian Games, etc.) will become the internal motivation for users to share and spread; when sharing, you can get certain benefits (such as coupons) etc.), users will have external reasons for sharing and thus spread.

③Publicity: It touches on sensitive public topics, social welfare influence, etc. (such as public health, rescue information, etc.) and is easy to obtain forwarding and support from a large number of users.

④Emotions: Various emotions can easily affect users during communication, such as anger, anxiety, fear, inspiration, etc. Can inspire emotional resonance and empathy from other users. Users can establish emotional connections and resonance with other users by sharing their emotions and moods.

⑤ Practicality: It can bring practical help and value, such as artifact tools, free experiences, etc. Content/tools that are of practical significance to users will have great communication value.

⑥ Storytelling: The twists and turns of the plot usually make users continue to pay attention to the direction of the event, just like being addicted to eating melons. Cutting long-content film and television variety shows into small segments for dissemination is to use storytelling to arouse users' attention and desire to disseminate.

The typical communication fission path of social communication usually goes through four stages:

Formal communication: official release activities, publicity and promotion through official website, official account, advertising, public relations, etc. The purpose of this stage is to let users understand the basic information and characteristics of the product or service, laying the foundation for subsequent communication.

Interpersonal communication: Pioneer users share on social platforms and get attention and interactive discussions, which starts interpersonal communication. At this stage, the relationship between users is relatively close, and the information disseminated is more convincing and credible. For example, users share product or service information with their friends, family, and colleagues through social tools such as WeChat and QQ, thereby expanding the influence and popularity of the product.

Centralized communication: Influential central users such as well-known bloggers, celebrities or media organizations promote products or services through their own social accounts, which can quickly expand the influence and popularity of the product. They usually have a large number of fans and followers, and their words and actions are highly influential and persuasive to other users.

Non-central communication: Communication among amateur users through channels such as social networks and social media, without obvious central nodes or influential users. At this stage, the relationship between users is relatively loose, and the disseminated information is more random and uncontrollable, but it can easily form potential energy as it spreads. For example, users spread product or service information to more users through sharing, comments, likes, etc. on social networks, thereby expanding the influence and popularity of the product.