How social apps let users generate content

The output of UGC is different from the social circle of strong relationship and weak relationship

Strong relationship social network: such as QQ space, friends circle, etc.

Analysis: Biased acquaintances to the social model, focusing more on improving the user's acceptance of the social environment

Policy：

1. Enhance the communication effect of content, through such as "special care, @ friends, and provide a specialized screening classification recommendation mechanism, etc., to enhance the user content of the reading of the possibility of being communicated, and at the same time give UGC output users a sense of being paid attention to."

2. Rich content of the manifestation: acquaintances to the social, the content of the expression is also more diverse, users can use text, voice, video, pictures and other ways to express their status, in line with the user in the circle of Friends of the psychological sun.

3. In fact, strong relationship between the users themselves have UGC output motivation, what needs to be done is to make this scene idealized, easy to use.

Weak relationship social networks: The basic list of the main topics are weak social community applications

Analysis: Weak relationship environment, the user's weak social relationship, the content itself will be higher requirements, the so-called weak relationship network, refers to the contact with infrequent people or complete strangers, and the strong relationship between frequent communication. Although the weak relationship is not as stable as "strong relationship", it has a very fast, possibly low-cost and highly effective communication efficiency.

Strategy: 1. The cultivation and definition of group convergence, just as the Baidu Bar, watercress Group, users according to the topic and preferences are diverted to different environments, with a similar view of the world, then, a group of unfamiliar, but have a common topic of people, gathered together in a fiery chat scene is not difficult to imagine.

2. The recognition and recognition of the user model, as is known to itself, people are eager to ask questions and answers, to a large extent, based on the sense of sharing knowledge, gaining recognition, the subconscious is eager to express themselves, and know that it provides everyone a platform to a very elegant output, to obtain recognition, The answer person's identity is highlighted, this is also (I personally think) than Baidu know clever place.

3. To grasp the essence of demand, the weak relationship chain of the app is different from the strong relationship chain of the app, weak relationship between the app for the market and the crowd can be said to a large extent is different, like spicy mom help, the user mainly around the hot mom, and the MO, then not only satisfied with the spicy MOM This group, therefore, to do a weak relationship between the community of strangers , it is important to understand the G-spot of the application itself, so that Rome belongs to Rome. Only in line with the needs of the core users, to make functional optimization, selective cultivation of the community atmosphere, can promote the output of UGC (spicy MOM will not want to use all the NBA? Everyone is showing their own bear children, spicy MOM will not be able to help show the show.

4. Official activities and advocacy: this is often very useful in the context of a weak relationship, strangers are not familiar with each other and more formal, the official launch of a number of topics strong, targeted activities, for the promotion of high-quality output of users is very useful (the United States, micro-vision will be operating in the continuous launch of various activities and competitions, The secret will design a question call everyone to share, know the World Cup quiz activities, etc. the official job is to set up a platform for users, an attractive entry point.

May be summed up so much, the answer will still feel more abstract, then give an example carefully

Xiaoming is a shy teenager, heard that it is a large "friend platform", into the pit. (Community orientation shaping)

At this time he did not understand anything, no attention without TL, is a three-without-label college students!

Well, what's the attraction of such a platform for him?

He opened the discovery page and found that everyone was talking about a cat-raising problem (topic)

He has been fond of cats since childhood (to cater to user preferences, increase user viscosity)

He found that one of the answers was quite wonderful and benefited, so he thanked (the user initially participated in the approval of others).

So he paid attention to this Daniel (relationship training, so that users and applications, users and users more closely related)

One day, he timidly to this Daniel letters some questions actually was answered, he was very excited (approbation, satisfaction)

Slowly xiaoming felt that it was almost a good place to hook up with Daniel and pick up the paper. (User recognition of Community environment)

After continuing to benefit with gratitude and with some unspeakable little thoughts, he began to try the answer (the user begins to participate in the UGC output)

Initial answer is not noticed, but slowly start someone to praise, xiaoming constantly refresh every day, just to see the cute Little Red dots (user's own output can get happiness)

...........

Finally, Xiao Ming became a high quality v= = (The core user's training success, bring more users)

This example may not be very appropriate, because many of my talk is from the UGC beneficiaries, but, in fact, this is what I want to emphasize, no user in a community in the early days will have frequent UGC, Daniel is also starting from 0 powder. You can only turn a small white into a core user process is good enough, so that small white can live to UGC that day, so that users can be social needs and be needed, output and harvest in a balanced cycle, then, to create a good community.