美国硅谷的内部人士告诉 BBC ，社交媒体公司故意让用户沉迷于他们的产品以从中获取经济利益。
It was sad news for Durex when they found out that only less than 10% of sexually active Chinese people were regular condom users. Moreover, inefficient distribution systems increased costs; counterfeits worked against their premium pricing strategy; and expensive television advertising brought them little increase in market share. As is often the case, things that worked elsewhere, may not work in China. However, Durex’s sales have tripled in the last a few years, driven largely by gaining and engaging with millions of followers on social media. This in a country where the topic of sex is still in some sense taboo even among young people and hundreds of sex related “sensitive words” are censored online by Chinese government.
The benefits of effective social media management are no secret to many businesses and their customers worldwide. Even for “old-school” formerly state owned postal services, as a customer you can often get better service and satisfaction via Twitter than more traditional methods such as hotline or email. In China, however, there are additional complexities when it comes to engaging with your target market. In China there is no Facebook, no Twitter, and no YouTube, which makes you wonder, how did Durex engineer this change in fortunes using Chinese Social Media when facing such obstacles? How was the above written with not one double entendre?
Aza Raskin from the Centre for Humane Technology said social media companies deliberately use addictive technology in their apps in order to lure us in to spending as much time on their platforms as possible.
Before addressing the more pertinent of these question and attempting to identify and replicate the success of Durex when building your product or service to China, there are two more fundamental questions to consider:
人文技术中心（Centre for Humane Technology）的阿扎·拉斯金说，社交媒体公司故意在他们的应用程序中使用让人上瘾的技术，以吸引我们尽可能多地呆在他们的平台上。
• What does China’s social media landscape look like?
Aza Raskin invented the endless scroll – the app feature that means you don't have to click to get to the next page and can keep scrolling for far longer than maybe necessary or healthy.
• What are Chinese netizens fond of?
Aza says he did not intend to hook users with it but says the business model of many social media companies is designed to maximise user time online. He says this encourages designers to come up with technological tricks that hook users.
How Facebook, Twitter, and Pinterest Hook Users
China’s Social Media Landscape
The tactics that the best digital brands use to stay relevant in users’ minds and lives.
In China, most Western mainstream social media platforms are blocked through government control. Nevertheless, the growth of China’s indigenous social networks has been staggering, particularly from 2009 onwards. China is now home to roughly 700 million netizens, with social media household names such as QQ, Renren, Sina Weibo, WeChat and Youku.
Sandy Parakilas, who was a platform operations manager at Facebook in 2011 and 2012, said there was definitely an awareness that Facebook was habit-forming when he worked at the company.
Type the name of almost any successful consumer web company into your search bar and add the word “addict” after it. Go ahead, I’ll wait. Try “Facebook addict” or “Twitter addict” or even “Pinterest addict,” and you’ll soon get a slew of results from hooked users and observers deriding the narcotic-like properties of these sites. How is it that these companies, producing little more than bits of code displayed on a screen, can seemingly control users’ minds? Why are these sites so addictive, and what does their power mean for the future of the web?
So what do these social network services provide and how are they used? Some people would offer this simple answer:
桑迪·帕拉吉拉斯在 2011年和 2012年间担任脸书的平台运营经理，他说他在任期间，公司内部确实意识到脸书容易让用户上瘾。
We’re on the precipice of a new digital era. As infinite distractions compete for our attention, companies are learning to master new tactics to stay relevant in users’ minds and lives. Today, just amassing millions of users is no longer good enough. Companies increasingly find that their economic value is a function of the strength of the habits they create. But as some companies are just waking up to this new reality, others are already cashing in.
Renren is the Chinese Facebook; Weibo is the Chinese Twitter; Youku is the Chinese YouTube and so on.
Facebook and Instagram have told the BBC that their apps are designed to bring people together and that they never set out to create addictive products.
The social media ecosystem in China is, however, more than just the carbon copy of the West, and in many ways is far more diverse and evolving more rapidly. Take Tencent’s WeChat as an example. The WeChat app has about 600 million daily active users, 93% saturation rate in first-tier cities, over 600 million users subscribing to official accounts, and more than 3 billion daily page views. With a strong focus on user experience and usability, WeChat has successfully attracted users aged from 10 to 60 by integrating a host of features including chatting, friend finding, sharing of photos, videos, status, exercising monitoring, charitable donations, payments, and many more. In China this feature rich and accessible medium has led to so called “WeChat lifestyle”, also known as “WeChat addiction”:
A company that forms strong user habits enjoys several benefits to its bottom line. For one, it creates associations with “internal triggers” in users’ minds. That is to say, users come to the site without any external prompting. Instead of relying on expensive marketing or worrying about differentiation, habit-forming companies get users to cue themselves to action by attaching their services to the users’ daily routines and emotions. A cemented habit is when users unconsciously think, I’m bored, and Facebook instantly comes to mind. They think, I wonder what’s going on in the world? and before rational thought kicks in, Twitter is the answer. The first-to-mind solution wins.
- In the morning people wake up and check chats and Moments (posting wall);
- Read articles on Moments on the way to work;
But how do companies create a connection with the internal cues needed to form habits? They manufacture desire. While fans of Mad Men are familiar with how the ad industry once created consumer desire during Madison Avenue’s golden era, those days are long gone. A multiscreen world, with ad-wary consumers and a lack of ROI metrics, has rendered Don Draper’s big-budget brainwashing useless to all but the biggest brands. Instead, startups manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences Hooks, and the more often users run through them, the more likely they are to self-trigger.
- Buy breakfast with WeChat Wallet;
I wrote Hooked: How to Build Habit-Forming Products to help others understand what is at the heart of habit-forming technology. The book highlights common patterns I observed in my career in the video gaming and online advertising industries. While my model is generic enough for a broad explanation of habit formation, I’ll focus on applications in consumer internet here.
- Check chats from time to time at work;