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Lurkers usually look for a special opportunity to get hooked, so the best way to motivate them is with contests, they always fall.
You must catch that type of person in the community with attention strategies, that is, things like contests or expectations campaigns, this type of thing creates curiosity and you manage to bring them closer.
The best thing is with expectation campaigns for new products, this makes people stop their attention until they know what it is, during the process take the opportunity to enhance things from your marten and try to catch even more lurkers.
A good way is to simplify things, that is to say, that you give them the opportunity to access information or know products quickly, that is to say, using clear calls to action for example.
This article I worked on talks about how to turn lurkers into active users in your community, it's very good and all those strategies worked for me: https://blog.hivebrite.com/simple-ways-to-turn-community-lurkers- into-active-contributors
Lurkers are more likely to participate when they can remain anonymous or not get individually singled out such as voting in polls. It's a sort of reliable way to get their input without making them actually asking too much of them
Give them really easy ways to engage. Encourage introduction posts for example, or have separate areas where people can share music or recipes. It will help build their confidence to participate.