你为什么发朋友圈：让用户疯狂转发的5大动机

随着社交网络的兴起，众多品牌为了让人们转发其信息已经开始丧心病狂了。

With the rise of social networks, a lot of brands are starting to freak out to get people to pass on their messages.

“如果你能拍张我们餐厅的照片并发到朋友圈，我们会送你一盘免费的沙拉。”

"If you take a picture of our restaurant and send it to a circle of friends, we'll get you a free salad."

“转发朋友圈并截图，领10元新年红包。”

"Send the circle of friends and get a 10-dollar New Year's package."

“转发朋友圈并集齐50个赞，送移动电源一个。”

"Send the circle of friends and gather 50 praises and send one mobile power."

让别人分享你的信息就这么难吗？需要花很多钱才能诱导分享吗？

Is it so hard to get people to share your information? Does it take a lot of money to induce sharing?

其实只要给用户提供有价值的信息，别说你不给钱，即使你有机会罚他们的钱，他们还是会分享的。

actually just gives users valuable information, not to say that you don't give money, even if you get a chance to fine them, they'll share it.

有一个心理学教授曾召集一批人做一个关于三明治喜好的测试，作为回报，被试者可以拿到一定的实验酬劳。

One of the professors of psychology had called a group of people to do a good sandwich test in return for which the testee could receive a certain amount of experimental remuneration.

在试验中，这些被试者有2个选择：

In the experiment, these candidates had two options: .

1，什么都不做，多获得25%的酬劳；

(a) To do nothing and receive an additional 25 per cent of the remuneration;

2，可以把自己关于三明治的喜好分享给周围的人，酬劳不变。

2 That you can share your favorites of sandwiches with the people around you, with the same pay.

最后的结果是什么？大部分人宁愿放弃25%的酬劳，也要把自己关于三明治的喜好分享给别人。

What was the final result? Most people in

也就是说，分享转发本身就是向吃饭一样的天生欲望，是不需要金钱激励就会自动去做的事情。

In other words, sharing is in itself a natural desire to eat, something that is done automatically without financial incentives.

再举个例子，请想象一下你的一个男性好朋友——我们暂时叫他A。

For example, imagine a good male friend of yours — we call him A for the time being.

然后某一天你从A朋友的口中得知：

Then one day you learn from a friend of A:

他前几天在一次展会结束后，和世界知名的俄罗斯超级模特发生了一些故事，而且还是在展会楼下的一辆黑色宝马车上！还有，这个俄罗斯模特原来是私生女！

He had some stories with the world-renowned Russian supermodels the other day at the end of an exhibition, and he was in a black BMW car under the exhibition floor!

更重要的是，你是第一个知道这个消息的人，而且A并没有要求你为TA保守秘密。

More importantly, you're the first person to know this, and A didn't ask you to keep a secret for TA.

假设这个时候上帝突然出现，给你2个选择：

assumes that God suddenly shows up and gives you two options:

1，禁止把这个消息告诉任何人，并且奖励你100元；

1 That it is forbidden to tell anyone about this information and to reward you with $100;

2，你可以选择告诉任何人，但是上帝不会给你任何奖励。

Two, you can tell anyone, but God won't give you any reward.

你会怎么选？我想大部分人的选择会是2。

What would you do? I think most people would choose two.

甚至，当你还没完全听完这个消息的时候，头脑中就已经产生了迫不及待想要告诉其他朋友的冲动了。

Even when you haven't heard the whole story yet, there's an impulse in your head to be eager to tell other friends.

想想吧，为了这么大一个谈资，100块又算什么!

Think about it, for this big talk, $100 is nothing!

既然分享本来就是一种基本的需求，那么与其花费巨额资金诱导他们分享，比如直接创造他们会分享的内容。

Since sharing is inherently a basic need, it costs a lot of money to induce them to share, for example, by directly creating what they would share.

那么如何让别人分享呢？

So how can we share it with others?

我们需要考虑的并不是“我们想让他们分享什么”（比如产品质量好），而是我们产生的信息对他们有什么帮助。

What we need to consider is not “what we want them to share” (e.g., good quality of products), but how the information we produce helps them.

也就是：

means

我们想要让用户分享的信息本身，可以帮助用户完成什么社交任务？

What kind of social tasks do we want users to be helped by the information that they want to share?

用户可能会完成的社交任务有：

• 寻找谈资——“看看有什么好聊的”
• 表达想法——“想要说服某人”或者“想要表达内心的某种想法”
• 帮助别人——互惠行为，为别人提供帮助
• 塑造形象——在别人面前塑造一致性的形象
• 社会比较——在隐形的竞争中胜利

所以如果你创造的信息能够帮用户完成上面的某些任务，他们就会分享你的信息。而这些信息就像社交中的“货币”一样，能够产生价值：

So if you create information that helps users with some of the above tasks, they share your information. And it's like a social “currency” that produces value:

• 寻找谈资——你的信息能给别人提供谈资吗？
• 表达想法——你的信息帮他们说出了内心想说的那句话了吗？
• 帮助别人——你的信息能够让他们帮助自己的朋友吗？
• 塑造形象——你的信息能否代表他们的形象？
• 社会比较——你的信息是否让他们看起来更有地位？

所以，与其给用户“人民币”诱导分享，不如直接给他们这5种“社交币”：

Therefore, instead of inviting users to share the RMB, it would be better to give them the five RMBs directly:

社交往往从聊天开始，而聊天最重要的第一步就是“寻找谈资”——想想你缺乏谈资的情形吧，你们不得不通过询问对方的家乡等来辛苦地寻找谈资，这是有多么无聊。

Socialization often begins with chatting, and the most important first step in chatting is “finding money” — how boring it is to think about your lack of resources, which you have to struggle to find by asking each other's hometowns and so forth.

因此如果你创造的信息能够为用户提供“谈资”，就相当于给了他们“社交币”，让他们可以拿去聊天。

So if you create information that can provide users with a “talking money”, it's like giving them a “social currency” so that they can talk about it.

那么如何为别人提供这种谈资呢？

How, then, can such discourse be made available to others?

重要的办法就是“寻找有违常理的戏剧性冲突”。

The important way forward is “

美国《华尔街日报》的资深撰稿人布隆代尔曾经说过，最适合登在报纸上的新闻就是：

The senior author of the Wall Street Journal in the United States, Blondell, once said that the best news for the newspaper was:

《我在FBI工作时如何通过与狗熊发生关系而找到了上帝》

"How I found God by having sex with a bear while I was working with the FBI."

所以，你需要找出你想表达的庞大信息中，真正违反别人的第一直觉的地方。

So you need to find out where in the vast information you're trying to express, it's really against someone's first sense.

比如：

For example:

好奇心系列：“你知道吗？麦当劳其实是个地产投资公司。它真正的赢利点并不是卖汉堡，而是……”

Curiosity Series: "You know what? McDonald's is a real estate investment company. Its true profit point is not to sell burgers, but to..."

营造反差系列：“我们是初创的手机品牌，但是却是世界上第二好用的智能手机”或者“我们用豪华跑车送煎饼果子”。

"We're the first mobile brands, but we're the second best smartphones in the world" or "We're delivering pancakes in luxury cars."

“最”系列：“XX发布了世界上最薄的智能手机”或者“XX开始售卖世界上最长的烤串——足足2米长”

Series: < XX to publish the world's thinest smartphones' or XX to start selling the longest grilled chain in the world — up to 2 metres long. ]

“首先”系列：“XX发布了首款能识破谎言的手机”或者“XX研发了可以飞的自行车”。

Series: “XX issues the first cellular phone that can detect lies” or “XX develops flying bicycles”.

“傍大腿”系列（把信息附着在一个知名概念上）：“我们卖的煎饼被XXX吃过”或者“创始人砸掉100台iPhone，跟苹果宣战”。

Series (with information attached to a well-known concept): "We sold pancakes that were eaten by XXX" or "the founder smashed 100 iPhones and declared war on apples".

……

这些信息之所以容易成为谈资，是因为他跟我们日常所见的现象不同，违背我们对这个世界的预期和直觉。

This information is easy to talk about because he is different from what we see on a daily basis and contrary to our expectations and instincts of the world.

而大脑一直是变化非常敏感，但对固定的事物并不敏感。所以警示灯才会出现明亮和颜色的闪烁变化，以提醒人们的关注。

And the brain is always very sensitive to change, but not to fixed things. That's why the bright lights and the bright colors are changing to alert people.

所以如果想在“谈资”领域创造“社交币”，一个重要的方法就是找出你的产品、创始人等一切信息中，违背别人第一直觉的部分。

So, if you want to create a “social coin” in the field of “negotiation”, one of the important ways is to find out what your product, your founder, etc., is contrary to what others have always thought.

而一个重要的检验方法就是，当你创造出这样的信息后，你觉得别人会不会这样说：

And an important test is that, when you create this information, do you think someone else would say,

“哎，你知道吗？刚刚……”

"Hey, you know what? Just..."

“你听说了吗？昨天……”

"Did you hear? Yesterday..."

“现在我才知道，原来……”

"Now I know, it turns out..."

在社交中，几乎所有的人都渴望能够表达自己的想法来影响他人。而如果你的信息能够在这个过程中提供帮助，他们就会转发你的信息。

In socialization, almost everyone wants to be able to express their ideas to influence others. And if your messages can help in this process, they'll transmit your messages.

请想象这样一个情景：

Imagine a scenario:

在酒桌上，小李突然咳嗽了一声。

On the table, Li suddenly coughed.

“这是外寒内侵啊，你多吃几片梨就好了！”小张提醒到。

"It's an invasion of the cold. Just eat a few more pears!"

“原来你还信中医啊！这么伪科学的一套理论你还信？”小王作为长期的反中医者，看不下去了。

"Once upon a time you believe in medicine! Do you believe in such a pseudo-scientific set of theories?" As a long-time anti-Chinese healer, Wang can't take any longer.

“谁说中医是伪科学？销售部的谭总上次得了严重感冒，吃了好次西药没有好，结果最后找了一个老中医，竟然就好了！”小张反驳到。

“Who says Chinese medicine is pseudoscience? Mr. Tan of Marketing got a bad cold last time, took a good medicine and ended up looking for an old Chinese doctor, and it's all right!” A small rebuttal.

“你那个是单独案例，不足以证明中医的有效性的，有本事让这个老中医的药通过大规模随机双盲试验？”

"Your case alone is not enough to prove the effectiveness of Chinese medicine, is it capable of allowing this old Chinese medicine to pass large-scale random double-blind trials?"

“我听不懂你说的试验是什么，反正老中医的效果是周围小区公认的！”

"I don't understand what you're talking about. The effects of an old Chinese doctor are well recognized in the neighborhood!"

“……”

双方陷入了持续的辩论中，最后不得不转移话题。而小王也根本没有说服小王，没有让小王相信“吃梨治疗咳嗽”并不科学，双方不欢而散。

The two sides were caught in a continuing debate and eventually had to change the subject. And the king did not convince him that it was not scientific to eat pear to treat cough, and that the two sides were not happy to part.

但是如果在这场辩论中，小王掌握一些“社交币”的话，就容易多了。请看这个故事的另一个版本：

but it's easier for the king to have some social currency in the debate. See another version of the story:

在酒桌上，小李突然咳嗽了一声。

On the table, Li suddenly coughed.

“这是外寒内侵啊，你多吃几片梨就好了！”小张提醒到。

"It's an invasion of the cold. Just eat a few more pears!"

“小张，我转发你一个有趣的视频，你看一下。”说着，小王把《罗辑思维》的一期节目《你怎么还信中医》发给了小张。

"Chang, I'm sending you an interesting video, you look at it." Say, the king sent out a show called "How do you give a letter to a doctor?"

通过这样一个视频，小王不再需要费力地解释什么是“大规模随机双盲试验”以及“如何判断一个疗法的有效性”，反正都在视频里了。

Through such a video, Wang will no longer have to try to explain what is called a “large-scale random double-blind experiment” and “how to judge the validity of a therapy”, which is all in the video anyway.

在这个例子中，“罗辑思维”的视频就成了小王的“社交币”。

In this example, the video "Strange Thinking" became the "Society Currency" of the Little King.

小王转发了这个视频，是为了免去自己亲自解释的麻烦，他觉得罗辑思维说出了自己想表达的话。

The King forwarded the video in order to save himself from the trouble of explaining himself, and he felt that he had said what he wanted to say.

在“说服小张”这个社交任务中，“罗辑思维”的视频帮了小王一个大忙。

In the social task of “convincing Zhang”, the video “Scope Thinking” helped Wang do a great job.

而如果你的信息也能够帮助别人表达想法、说出自己内心想说的话，他们就会自动分享、传播你的信息。

And if your message helps people to express their thoughts and say what they want to say, they will automatically share and spread your message.

所以我们在朋友圈中经常看到公司老板们分享这些文章：

So we often see company owners share these articles in the circle of friends:

《致加西亚的信：全力完成任务的，才是好员工》

Letter to García: The best job in the world.

《细节决定成败：员工最让老板感动的8个细节？》

Details determine success and failure: 8 details most touched by the employer?

《情商为王：跟客户打交道时如何压制自己的情绪？》

"Intelligence is the King: How do you suppress your emotions when dealing with clients?"

同样，我们在朋友圈中也经常看到基层员工分享这些文章：

Similarly, we often see grass-roots workers sharing these articles in our circle of friends: .

《70%的优秀员工都是被平庸的中层管理者折磨走的》

"70% of the best employees are tortured by mediocre middle-level managers."

《研究发现：过度加班反而有害工作效率》

Research found that excessive overtime was harmful to the efficiency of work

《员工更加勤奋，就能弥补高管在战略上的失误吗？》

"Does a more diligent employee make up for the strategic failure of the executive?"

老板有很多话想跟自己的员工说，但是自己并没有强大的表达能力，也没有那么多耐心慢慢解释。这时候如果有一篇文章正好说出了他想表达的观点，他就会分享这篇文章。

The boss has a lot of things to say to his employees, but he doesn't have the power to express himself, and he doesn't have the patience to explain it slowly. If an article comes up with what he wants to say, he will share it.

同样，员工也有很多话想跟老板说，但是自己没有强大的表达逻辑，也没有勇气当面直接说。因此这些文章的出现也帮了员工一个大忙。

Similarly, employees have a lot to say to their bosses, but they don't have the power to express logic or the courage to say it in person. So the presence of these articles has helped their employees a lot.

无数的自媒体作者、知乎达人、微博大V都在创造这种“社交币”。

countless self-media authors, people of knowledge, and Weibo Big V are all creating this “social coin”.

以至于将来可能我们沟通问题时，可能不再需要自己组织任何语言，只需要转发各种“社交币”就完了。

So that, in the future, we may not need to organize any language of our own, but simply transmit the various “social coins”.

比如以前的情侣讨论可能是这样的：

Like previous couple discussions might have been like this:

女：我觉得你有些毛病需要改改，并不是我理想的男人。

Woman: I think there's something wrong with you that needs to be changed. It's not the man I want.

男：具体是哪些啊？你也不能对我要求太多啊！

Man: Which is it? You can't ask too much of me.

女：比如你不够体贴啊，不够“成长思维”啊。

Woman: For example, you're not thoughtful enough to think about growth.

男：什么意思啊，我也不知道改怎么做，你也应该从自己角度考虑下啊！

Man: What do you mean, I don't know what to do, but you should think about it from your own perspective.

未来的情侣讨论可能是这样的：

The future couple discussion might be as follows:

女，转发：《知乎-应该清楚男友哪方面才能嫁给他-回答者：李靖》

Woman, forward: "Know - Should Know What Boyfriend Should Marry Him" - Answerer: "Li Jing."

男，转发：《什么样的女朋友喜欢有很多不切实际的要求？》

"What kind of girlfriend likes a lot of unrealistic demands?"

女，转发：《情商的5大法则：面对不想改变的人，我应该怎么办？》

Woman, relay: "The Five Laws of Intercession: What am I supposed to do in the face of people who don't want to change?"

男，转发：《每日鸡汤：为什么甘地要说“欲变世界，先变自己”？》

Man, retransmit: Daily Chicken Soup: Why would Gandhi say, "If you want to change the world, first yourself"?

女，转发：《知乎-如何优雅地提出分手？》

Woman, relay: "Know-how to break up gracefully? "

男，转发：《知乎-分手后还能做朋友吗？—vczh的回答》

Man, forward: Know-How can you be friends after a breakup? -Vczh's answer.

女，转发：《凤凰传奇火爆单曲：爱情买卖》

Woman, relaying "The Phoenix Legendary Explosion Monument: Love Buying and Selling"

……

不光微信公众号文章，甚至很多企业的广告，也在这个方面为用户提供了“社交币”，帮助用户表达自己的想法。

Not only do publicist articles, but even the advertising of many businesses, provide users with “social currency” in this regard and help them to express their ideas.

比如陌陌的广告文案《别和陌生人说话》：

, for example, in a strange ad case, "Don't talk to strangers":

别和陌生人说话

Don't talk to strangers.

别做新鲜事

Don't do anything new.

继续过平常的生活

Go on with your normal life.

胆小一点

Don't be afraid.

别好奇

Don't be curious.

就玩你会的

Just play with you.

离冒险远远的

Stay away from the adventures.

有些事想想就好

Just think about something.

没必要改变

There's no need to change.

待在熟悉的地方

Stay where you're familiar.

最好待在家里

Better stay home.

听一样的音乐

Listen to the same music.

见一样的人

See the same guy.

重复同样的话题

Repeat the same subject.

心思别太活

Don't worry about it too much.

梦想要实际

Dreams have to be real.

不要什么都尝试

Don't try everything.

就这样活着吧

Let's live like this.

这个广告引来很大的转发，因为它表达了很多用户内心想要表达的内容，为用户的这个表达过程提供了“社交币”。

The ad drew a lot of attention because expressed what many users wanted to say and provided a “social coin” for the process.

想象一下，假设你一直被父母质疑和限制，不让你做任何冒险的事情，但是你自己又反驳无力。你会怎么做？

Imagine, assuming that you've been questioned and restricted by your parents and kept you from taking risks, but you're not able to do it yourself. What would you do?

最简单的做法就是：转发陌陌的广告。

The simplest way to do this is to forward strange ads.

再比如苹果著名的《Think Different》广告，写给哪些与众不同但是忍受质疑的人……

And for example, the well-known "Think Different" ad of Apple, addressed to people who are different but who have endured questioning...

甚至几乎所有的诗词、歌曲，人们引用它、传颂它，因为它说出了自己内心想说的话。更重要的是，它说的比自己说的要漂亮。

Even almost all the poems, songs, people quote it, preach it because it says what they want to say. More importantly, it says better than it says.

甚至李叫兽的上一篇文章《企业扼杀创新的4种方法》，描述了很多企业管理者扼杀创新的行为。其获得转发，就是因为它说出了别人想表达的观点：

Even Li called Beast’s last article, Business stifling Four Ways of Innovation, describes the behavior of many business managers that strangling innovation. It's relayed because it says what others want to say:

“瞧瞧，其实咱们公司也是这么扼杀创新的。”

"Look, this is how our company kills innovation."

“你是被需要的！”我想没有什么话能够比这句话更能体现一个人的价值。

“You are needed!” I don't think there's much more to a person's worth than that.

在社交中，大部分人喜欢帮助别人，并且从中得到快乐，因为帮助别人可以给人提供一种“自我价值感”，让自己感觉到自己是“被需要的”。

In social life, most people like to help others and get pleasure from them, because helping people can give them a sense of self-worth and make them feel they're needed.

所以我们看到有人总喜欢充当免费的媒人，撮合两个朋友在一起；

So we see people who always like to be free agents, bringing together two friends;

有人也总喜欢转发各种“实习招聘信息”（也就是求职者说的“人贩贴”），以帮助朋友圈的人找工作……

There are also people who like to transmit all kinds of “internship recruitment information” (the “traffic sticker” for job-seekers) to help people in the circle find work...

毕竟，如果一个人能够在朋友圈中持续地提供有价值的信息，并且对别人提供了帮助，这个人的隐形地位就会上升。

After all, if a person can provide valuable information on a continuous basis in a circle of friends and help others, this person's invisible position will rise.

而如果你的信息能够给“用户别住别人”的过程提供帮助，他们就会转发你的信息，而你就给这些人提供了“社交币”——因为你的信息让他们感觉社交更成功了。

And if your message can help the process of “use no one else's home”, they'll forward your message, and

比如这样的文章：

articles like:

《转给正在找工作的朋友：简历面试8大技巧》

"Transfer to a friend looking for a job: 8 skills in a curriculum vitae interview"

《保持身体健康的4种习惯》

"Four Practices for Physical Health "

《如何写走心的文案》

再比如前几天北京发布大风红色预警，就引来了大量的转发——因为每个人都觉得自己有必要为自己的朋友提供有价值的信息。而这个“红丝预警信息”，就为人们提供了“社交币”。

And, for example, by issuing a red warning in Beijing a few days ago, there was a lot of transmissions – because everyone felt that it was necessary to provide valuable information to their friends. And this “red wire alert” provided people with a “social currency”.

当然这样的思路，也经常被朋友圈刷屏的人滥用。各种：《吃茄子包治百病》《你还在吃肯德基吗？汉堡包用鞋底做的！》

Of course, this idea is often abused by friends who brush the screen. Various things: "Eat the eggplant and treat the disease." "Are you still eating the Kentucky? Burger buns are made from the soles of shoes!"

所以，如果看到滥发鸡汤的人，不要生气，他们只不过想让别人觉得“自己是有价值的”，他们想感觉到“自己是被需要的”。

So, if you see a man with a chicken soup, don't be angry, they just want to make people think that they're valuable and they want to feel that they're needed.

每个人都渴望在朋友圈塑造并且强化自己的形象——

Everyone wants to shape and strengthen their image in a circle of friends.

“我是聪明人，我是阿森纳球迷，我是自信的人，我是XX大学毕业的，我是山西人，我是……”

"I'm a smart man, I'm an Arsenal fan, I'm a confident man, I graduated from XX University, I'm from Shanxi, I'm from..."

而如果某种信息能够强化他们的形象，他们就会转发这种信息。

And if a message strengthens their image, they transmit it.

所以，当武汉大学樱花开放的时候，几乎周围所有的武大人都在转发这条新闻。因为这个新闻强化了“武大人”的形象和身份。

So, when the cherry blossoms of Wuhan University opened up, almost all of them were transmitting the news, because it reinforced the image and identity of Wu.

当皇家马德里得到欧冠冠军时，皇马球迷、足球迷、欧冠迷、男朋友是皇马球迷的人、西班牙人、喜欢西班牙文化的人甚至仅仅是去过马德里旅游的人，都会比其他人更加可能转发这条新闻。

When the Royal Madrid championship is won, it is more likely than anyone else to pass the news on to the Royal Maroon fans, football fans, Eurocrowds, boyfriends of the Royal Maroon fans, Spaniards, people who like Spanish culture, and even those who travel to Madrid.

因为转发新闻隐隐地强化TA的某种形象（比如去年去过西班牙旅游或者喜欢足球）。

enhances some of the TA's image (e.g., traveled to Spain last year or liked football).

当你的产品、文章或者提供的任何一种信息能够强化别人的自我形象时，就相当于在别人的社交中提供了一种“社交币”，他们就更加倾向于转发和分享。

When your products, articles or any kind of information can reinforce the self-image of others, it is equivalent to providing a “social coin” in the socialization of others, who are more inclined to transmit and share it.

比如你可能经常看到类似暗示的朋友圈图片：

, for example, you may often see pictures of circles of friends with similar hints:

转发《耳机发烧友的极致追求》或者秀一下自己刚刚连续听了8小时音乐。这些强化了“音乐发烧友”的个人形象。

I've just been listening to music for eight hours. These have reinforced the personal image of the music fever friend.

分享自己对各种奢侈品的使用或者跟某个重要人物和合影，这些强化了“高社会地位”的形象。

Sharing one's own use of luxury goods or taking pictures with a prominent person strengthens the image of “high social status”.

年轻妈妈不断地转发孩子照片以及《当一个好妈妈的4个特征》这样的文章，强化了“我是一个好妈妈”的个人形象。

Young mothers continue to transmit pictures of their children and articles like "Being a Good Mother's Four Features" that reinforce the personal image of "I am a Good Mother".

转发“母亲节，亲爱的母亲节日快乐！”，在朋友前面强化了“我孝敬父母”的个人形象，即使TA的父母没有加微信，根本看不到这句话。

Transmitting “Mother's Day, Happy Mother's Day!” reinforced the personal image of “I filial to my parents” in front of friends, even though TA's parents did not give any credit.

还有转发《米其林星级餐厅就餐是一番怎样的体验》、《具有这4个特点，就是卓越领袖》、《射手座的人不得不说的3大优点》、《罗永浩的理想与坚持》等，都是在塑造不同的个人形象。

There is also the transmission of " What an experience is a Michelin-grade restaurant ", the four features of which are excellent leaders, the three great virtues that framers have to say, and the ideals and tenacity of Yong Ho, all of which are shaping different personal images.

而如果你的信息能够帮助别人塑造和强化自己的个人形象，你就相当于给了他们“社交币”。

And if your message helps people to shape and strengthen their personal image, you are giving them a “social coin”.

所有的人都有比较心理，人们可以接受在平均年薪3万的公司里拿到10万年薪，也很难接受在平均年薪100万的公司里拿30完年薪。

All people are more psychological, and people can accept 100,000 per year in companies with an average annual salary of 30,000, and it is difficult to accept 30 per cent per year in companies with an average annual salary of 1 million.

即使是没有意义的比较，人们也往往乐此不疲。比如赌博看谁猜硬币正反面比较准——即使所有人都知道这硬币的正反只是随机事件，与人的预测能力没有关系。

Even if there is no meaningful comparison, people tend to enjoy it. Gambling, for example, makes sure that a coin is more accurate — even if everyone knows that it is just a random event and has nothing to do with a person's ability to predict.

只要有人的地方，就一定有比较——不论这种比较是显性的还是隐形的。

Where there are people, there must be comparisons — visible or invisible.

而如果你的产品或者信息能够帮助别人有效而且一目了然地进行比较，就相当于提供了“社交币”，人们就会更加倾向于转发你的信息。

If your product or information helps others to make an effective and visible comparison, it is equivalent to providing a “social currency”

我想所有的互联网公司都会这个理论深信不疑。

I think all Internet companies are convinced of this theory.

所以在2015年刚开始时，几乎所有的互联网公司都丧心病狂地开始用各种手段引发比较：

So at the beginning of 2015, almost all Internet companies began to make comparisons by various means: .

支付宝推出了10年账单的功能，可以让人瞬间了解自己过去10年支付宝花的钱并转发朋友圈。

The payment treasure introduced a 10-year bill function that allows people to know instantaneously what they have paid for the treasures over the past 10 years and forward them to the circle of friends.

微信6.0新版本发布，用户可以分享自己过去1年得到了多少赞、送出了多少赞。

The new version of Micromail 6.0 was released, allowing users to share how well they had received and how well they had received over the past year.

知乎可以让用户知道自己过去一年答了多少题、得了多少赞，并且生动地用语言表现出来。比如“在2014年，您的答案被浏览202万次，超过了《细菌、枪炮和钢铁》的总销量。”

You know how many questions you've answered over the past year, how much you've earned, and how vividly expressed in language. For example, "In 2014, your answers were viewed 2.02 million times, exceeding the total sales of "Bacterium, Gun and Steel."

百度地图也推出功能，让用户可以分享自己过去一年去过哪些地方……

100-degree maps have also been rolled out to allow users to share where they have been in the past year...

甚至每次微信群抢红包，大部分人都会比较一下谁强得多。

Even every time a microbots grab a red bag, most people compare to someone much stronger.

还有各种游戏，玩了之后，告诉你打败了94%的小伙伴……

There's all kinds of games, and after playing, I tell you to beat 94% of the boys...

实际上，“设计一种游戏，引发用户的比较”这种诀窍早在互联网出现之前就有了。

actually, the trick of "designing a game that triggers a user comparison" is long before the Internet appears.

比如线下的各种会员卡、积分卡、贵宾卡……

For example, membership cards, scorecards, VIP cards...

有研究发现，即使美国的航空公司设置了“航行里程数可以兑换免费机票”的优惠，大部分人也没有真正去兑换。他们只想不断地积攒里程数，而一旦被兑换了，这样的“隐形比较”就会消失。

Research has found that even if American airlines put in place a “flight mileage exchange” preference, most people don't really convert. they just want to keep up the mileage, and when they convert, this “visible comparison” disappears.

甚至，幼儿园的时候，老师不也会奖励小红花吗？

Even in kindergarten, don't teachers reward Saffron?

所有人都需要社交，而如果你的信息能够帮助对方社交的某个过程（不论是提供谈资，还是维护形象），就相当于提供了一种新的货币激励“社交币”，他们就会转发你的信息。

Everyone needs to be socialized, and if your information can help each other in some process of socialization (whether by providing funding or preserving an image), it is tantamount to providing a new monetary incentive, “social currency”, and they will transmit your message.

 

转载自微信公众号“李叫兽”（ID：Professor-Li），作者李靖。本文已获转载授权，如需转载本文，请联系原公众号“李叫兽”

Reprinted from the Twitter public symbol "Li the Beast" (ID:Professor-Li), by Li Jing. This copy has been authorized. If you need to reproduce this copy, please contact the original public symbol "Li the Beast"

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