Is it easy to get Spring Festival red envelopes from various Internet platforms this year?

The New Year is coming, and collecting cards is going with you. What new tricks will the Internet social products have for the Spring Festival this year? The author of this article introduces the New Year activities of several apps such as Alipay, Baidu, Weibo, and Douyin, which are mainly based on collecting cards, but each has its own unique features. Recommended for those who are interested in IP operations and Internet operations.

It’s that time of the year again when major Internet platforms are scrambling to give everyone “red envelopes”.

Of course, I believe that netizens have long felt that this kind of activity is commonplace. After all, the so-called "red envelopes" are not given for free, and the platform always has to set various thresholds.

For example, many platforms have launched "card collection" activities, and as long as you collect all the cards, you can participate in the red envelope sharing. But it is not so easy to really collect all the cards. Every year, it triggers a frenzy of "card seeking" by netizens. Sometimes, if you are unlucky, you just need one card, which is really anxious.

Even if you collect all five cards, most netizens will only get a few yuan when the prize is drawn. But every year, everyone is happy to participate in the red envelope activities on various platforms, probably to have fun during the Chinese New Year and add some festive atmosphere.

So, what about the red envelope activities on major platforms during this year's Spring Festival? Is the threshold high? Let's make a simple comparison today.

01 Alipay: Collect five blessings and get 500 million points, plus the Metaverse

Let’s take a look at Alipay’s red envelope activity first.

As mentioned earlier, Alipay’s red envelope activity has been carried out in the form of collecting lucky cards for many years. The difference is that every year Alipay will add some new gameplay based on the card collection.

This year's Alipay Five Blessings Collection is the same as previous years. Players need to collect all five blessing cards: Universal Blessing, Patriotic Blessing, Prosperous Blessing, Harmonious Blessing, Friendly Blessing and Dedicated Blessing. On this basis, there is also a zodiac card game. After collecting all five blessing cards, players will be eligible to share a 500 million yuan red envelope.

In order to collect all five blessing cards, in addition to scanning the word "Fu" through AR, Alipay also provides a variety of other collection channels. For example, the "Draw a New Year Picture to Get a Blessing Card" combines the popular AI painting technology. Users only need to follow the instructions to draw a New Year picture on their mobile phones to get a blessing card; in addition, you can also get blessing cards through Ant Forest, live broadcasts, exercise steps, etc.

In addition to collecting the five blessings, this year's Alipay red envelope activity also introduced the metaverse element. Users can create a virtual image, then play some small games in the digital world and interact with the digital images of other netizens.

By playing these mini-games, users can accumulate "blessing points", which can be exchanged for red envelopes when accumulated to a certain level. Users can also use the collected blessing cards to exchange for some virtual items and physical goods in the digital world's stores, such as red envelope covers, snack gift boxes, etc.

Comment: The threshold for Alipay's red envelope activity is not high. The model of collecting lucky cards has been carried out for many years and users are already familiar with it. Moreover, there are more channels for collecting lucky cards this year, and it is not difficult to collect five lucky cards.

In terms of new gameplay, the Metaverse element gameplay introduced by Alipay is more complicated than collecting lucky cards, but the interface guidance is relatively clear and the user learning cost is not high.

Although the Five Blessings Collection activity has been going on for many years, the addition of elements such as the Metaverse this year and the integration of e-commerce, life services and other entrances have made the gameplay of Alipay red envelopes more difficult, so the difficulty index is three stars.

Difficulty index: ★★★ ☆ ☆

02 Weibo: You need to collect six cards and there is also a corporate special session‍‍‍

Similar to Alipay, Weibo’s red envelope activity this year is also a card collection game. Users need to collect a total of six cards, namely “Rabbit for Health”, “Rabbit for Good Luck”, “Rabbit for Good Fortune”, “Rabbit for Happiness”, “Rabbit for Peace” and “Rabbit for Love”.

Weibo users can obtain the cards by completing system tasks, such as signing in every day, watching videos, posting Weibo interactions, etc., or by asking friends for them. However, Weibo did not indicate the total amount of this card collection and red envelope activity on the main interface of the activity.

In addition, Weibo has also cooperated with some commercial brands to launch corporate special events, where users can participate in corporate customized card drawing activities. Users can also participate in the lucky draw after completing the card collection task and collecting all the cards.

However, the card-drawing task for the corporate special event requires users to complete some activities that help promote the company, such as forwarding a Weibo post from the company.

Comments: The overall content of Weibo's red envelope activities is not as rich as Alipay's, and it is mainly based on collecting cards. At the same time, the way to obtain cards requires users to interact on the platform. However, the purpose of Weibo's red envelope activities is simple and clear. Users only need to complete the tasks and collect the cards. ‍

The Weibo red envelope activity mainly revolves around card drawing, and does not add too many other gameplays, so the difficulty index is two stars.

Difficulty index: ★★☆ ☆ ☆

03 Baidu: You need to collect five cards to buy New Year's goods and customize travel plans‍‍‍‍‍‍‍‍‍

Another app that also uses the card-based gameplay is Baidu, but instead of calling it “collecting cards,” Baidu’s red envelope activity might be called “collecting characters.”

Users need to draw the five characters of "Good Luck Chinese New Year" by drawing cards. After collecting all the characters, they will be eligible to participate in the distribution of 300 million red envelopes. The number of card draws also needs to be obtained by completing various tasks, including chatting with digital people and using some functions of Baidu App.

In addition to collecting characters, Baidu's red envelope activity also integrates platform resources, and users can directly purchase New Year's goods, customize Spring Festival holiday plans, etc. on the activity interface.

Comments: The card-drawing methods are basically the same, and Baidu's red envelope activities are simple and easy to understand, with low barriers to entry. However, Baidu's focus is actually on the traffic-generating effect brought by the Spring Festival red envelope activities.

The gameplay of Baidu Card Collection is easy to understand, but the series of games and activities it integrates to attract traffic are relatively complex, with a difficulty index of four stars.

Difficulty index: ★★★★☆

04 Douyin: You need to collect eight cards, and there are also mini games‍‍‍‍‍‍‍‍‍

In addition to the "traditional" card collection gameplay, this year's Douyin red envelope activity also added some mini-game gameplay.

Unlike other platforms, Douyin's cards are named after the 24 solar terms. Users need to collect 8 cards, including the Beginning of Spring, Beginning of Summer, Beginning of Autumn, Beginning of Winter, Vernal Equinox, Summer Solstice, Autumnal Equinox, and Winter Solstice, to be eligible to participate in sharing the 200 million yuan red envelopes.

Users need to complete various tasks to obtain more card drawing qualifications, including watching videos of sponsored brands, adding friends, posting videos, etc.

In addition to the card collection game, Douyin also launched some interactive games to grab red envelopes this year. For example, in this game called "Find Red Envelopes and Share 400 Million", a little rabbit keeps running forward, and red envelopes of different amounts will be distributed at each fixed node, and everyone will get 36 yuan in the end.

In addition, users can also get more red envelopes by completing tasks such as watching videos and posting videos; in this mini-game, some red envelopes require users to complete some interactive behaviors to obtain them, such as watching a 15-minute video.

At the same time, Douyin's mini-games have also integrated Douyin e-commerce to facilitate users in purchasing New Year's goods and other commodities.

Comments: Douyin has the most card collections, and you need to collect 8 cards. In addition, the red envelopes in the mini-games are only a few cents. Those with larger amounts often require users to complete some tasks. For example, I have opened a red envelope with an amount greater than 5 yuan, which requires watching a 15-minute video or following some users.

Similar to Baidu, the rules of Douyin card collection are easy to understand, but other mini-game activities related to red envelopes are more complicated, and users are required to complete interactive tasks. Although the time cost is high, it is a "lying earning" red envelope, and the difficulty index is three stars. ‍‍‍‍‍‍‍

Difficulty index: ★★★☆☆

05 Kuaishou: You need to collect five cards, and the gameplay is complicated and difficult to understand‍

Kuaishou’s red envelope activity is relatively complicated, in which collecting cards is only one of the gameplays in the whole set of red envelope activities, and collecting cards is not the main gameplay. Its entrance is placed on the secondary page.

The main interface of Kuaishou's activity is a small game called "Rabbit Synthesis", with a total red envelope amount of 2 billion yuan. Users can win "Rabbit Coins" through lottery, and then use this virtual token to buy "rabbits", and then gradually upgrade the rabbits. As the rabbits' levels increase, users can also get red envelopes. And when the rabbit reaches level 10, there will be a "big red envelope" to be taken.

In addition, in the process of drawing "Rabbit Coins", there is also a chance to draw red envelopes and lucky cards. At the same time, users also need to complete various tasks to get more draws.

In terms of card collection, users need to collect 5 cards and eventually share 200 million yuan in red envelopes, which are "Wealth", "Blessings", "Happiness", "Fate" and "Luck". Similarly, users have to do some interactive tasks, such as inviting friends and watching ads, to get the number of card draws.

There are also some small games, such as "Pushing Gold Coins" and "Offering to the God of Wealth". Users have the opportunity to get red envelopes and virtual tokens after completing the game goals. In addition, Kuaishou is also vigorously promoting the platform anchors. Users who follow some anchors' live broadcast rooms can also get the opportunity to draw red envelopes.

Comments: To be honest, the red envelope gameplay of Kuaishou is quite complicated. There are several mini-games that can earn game tokens and red envelope lucky cards, etc. However, these gameplays are integrated into one interface, which is a bit dazzling and makes people feel confused.

Kuaishou's Spring Festival red envelope series of activities are very rich in content, but because of this, the rules of the activities are complicated and require a high learning cost, with a difficulty index of five stars.

Difficulty index: ★★★★★

06 Xiaohongshu: Card collection is not yet open, you only need to cultivate virtual people

Xiaohongshu has not yet launched the card collection game. According to official rules, the card collection game will be launched on the first day of the Lunar New Year.

At present, the red envelope activity of Xiaohongshu is through "opening the lucky bag", which is actually a lottery method, to draw image costumes for your virtual person, and then upgrade it. When the virtual person is upgraded to level 5, he can participate in the red envelope sharing.

However, Xiaohongshu has not announced the total amount of red envelopes obtained by opening lucky bags. In addition to being able to draw virtual image decorations, users can also draw some set gifts from cooperating brands.

To open the lucky bags additional times, users need to complete interactive tasks on the platform, such as inviting friends, watching live broadcasts, etc.

In addition to cultivating virtual people, Xiaohongshu's activities also include some blessing-related mini-games, such as sending blessings to friends, making New Year wishes, etc., but these contents will not receive red envelope rewards.

Comment: At present, Xiaohongshu has not launched the card collection activity, and compared with the activities on other platforms, Xiaohongshu's red envelope activities are relatively monotonous. Xiaohongshu put the card collection activity after the first day of the new year, perhaps to avoid the "card collection peak".

At present, Xiaohongshu has not launched the card collection activity. The existing red envelope activity is very simple and not complicated, and the difficulty index is one star.

Difficulty index: ★☆☆☆☆

07 Red envelopes are a means, not an end. Traffic generation is the essence.

Overall, the red envelope activities of major platforms are essentially spending money to attract traffic. Sending red envelopes is not the purpose, but the means. In order to be eligible to open red envelopes, users must complete various tasks set by the platform step by step.

These tasks are also closely related to the main business of each platform. For example, Douyin and Kuaishou have tasks that require watching videos and live broadcasts; Xiaohongshu and Weibo also have requirements for posting.

In comparison, the platforms with simpler gameplay include Xiaohongshu, Alipay, Weibo and Baidu, while the platforms with relatively richer and more complex content are Douyin and Kuaishou.

However, no matter how complicated the red envelope gameplay is, I believe it is not a difficult point for netizens. They can complete all platform tasks in one go before the prize is drawn.

So, how many red envelope tasks have you completed on these platforms?

Author: DorAemon

Source public account: Sanyan Pro (ID: sycaijing), providing cutting-edge information on new technology, new consumption and new future.