How to establish the content order of UGC mode

Once I have a micro-blog said, please be sure to consider the lower limit of UGC users, rather than just stand on their own point of view to fantasize about their upper limit. and lack of control of the content order, so good product design must chew mud.

In fact, the content of the order of the popular point of interpretation, that is the fittest. And let the good content float up to become mainstream, let bad content sink to do not provoke right and wrong. To maintain the content of the order in fact there are two most common, one is to pull people, is to introduce high-quality users, the second is to manage people, with artificial management and interactive algorithm to reward good content, but also to punish bad content.

But if you just do it, it's putting the cart before the horse.

What's Ben? Ben "is UGC's" content tone. This clumsy noun also has some other appellation, such as "Product gas field, product grade, content temperament, content value" and so on. One more than a dummy. In a straightforward sense, it is a precise definition of the quality of the content, the user.

I say this, many people will be surprised, is it so difficult to distinguish between good and bad?

That's right.

As a case study, let's look at the composition of the people playing photography in China.

▎ (majority) middle-aged and elderly users

In the photographic community accounted for a small and active. Although love photography, but most of the aesthetic is poor, subject to landscape/humanities/ecological. The overall quality of the work is low, and like to praise each other, photography as a social way of life in the elderly. Generally enthusiastic about the honor of the comparison, often to mobilize social relations clusters, for a variety of sorting algorithms are a huge challenge.

▎ Commercial Photography User

A photographer who makes money for a career or a sideline. The main pursuit is to earn popularity, communication will not be strong. By publishing a work in exchange for business interests.

▎ Portrait Photography User

A group of people who shoot beautiful women. About a few models out of the film, is a beautiful film in the city relatively easy way, Pat portrait of the Face and big, around the girls have to beg young two. A lot of good play gradually turned into commercial photography users.

▎ Road users

Lacks the photography style which is worth saying, the photography view is pale, the shooting theme is random, the work generally lacks the appeal appeal. The film is positive, smug or asking for directions. Many of those who meet this standard are new to the camera, equipment party, and enthusiastic and mediocre "photography enthusiasts."

▎ Photo Users

Play "Take pictures" instead of playing "photography", the frequency is low, many for family portrait, companion travel and other life situation. Not careful to study photography technology, also do not take the initiative to look for photographic works to enjoy, more willing to see friends to publish share photos. The quality of the film depends on the environment and subject matter. Because of the frequency of photography, there is no dependence on the photographic community, habits in the emotional attribution of the blog or other community hair.

▎ Literary Users

A young person who is a literary man who mainly pats portraits/lives/Street View/travel and other subjects. Preference for small fresh, Lomo wind, the latter part of the film party transformation. Really like photography, as a display of their own tone and feelings of the creative way. The average quality of the works is better, perceptual and not lack of taste. Tend to the literary community more than the photographic community, but if the photography of deep love, will also long-term bubble literary photography community.

▎ Orthodox User

The monk who pursues the road of photography has a strong personal photography view and has a wide range of skills. There is a wide range of subjects, among which portrait/landscape/Humanities/city/concept photography is more visible. Pay attention to the concept of expression, research techniques than to please the audience.

▎ Specific Hobby User

For certain niche subjects, such as models, insects, birds of particular interest, or users who are deeply immersed in some of the most difficult popular subjects, such as animals, pets, and food. Each way, cross-domain intersection is not much.

The above in my observation range (subjective not comprehensive), introduced some of the more typical user categories, in fact, a lot of mix and match. Back to the theme, what is the strong content values of photography sharing community?

For example, a good shot of "concept photography" work is not considered high-quality content, but not the best. It is too popular, and the academy itself is a minority, seize this group of people labored but not profitable.

For example, a good shot of "photo users" works is not considered high-quality content, but not the best. After all, the participation frequency is not high, sends the piece to go, a few days, even is gone, is not the most worthy of encouragement object.

For example, a good shot of the "Road Equipment party" Works is not considered high-quality content, but not the best. They are too miscellaneous to film, mixed but not fine, heavy effect and light expression. Road equipment party mainstreaming will affect the entire community's content odor, more suitable to focus on the topic of light display of the photography forum, rather than active in the photographic sharing of products.

For example, a good shot of "portrait of sugar syrup" works is not considered high-quality content, but not the best. On the one hand, the monotonous style, but also bring a large number of straight to beauty, lack of photographic aesthetic readers, interactive values split.

For example, a good shot of the "commercial photography user" Works is not considered high-quality content, but not the best. These people show strong and interactive weak, not conducive to the development of community Relations network. Business style too eye-catching will also offend another part of the arts, orthodoxy, photo users, think that the way is too bad for people with clustering community sense of belonging to weaken.

For example, a good shot of "(most) middle-aged and elderly users" work is not considered high-quality content? First of all, the quality of their works is very unstable, followed by special group and the overall level of low, finally, the photographic style is often apathy full, so that the community difficult to form a unified content temperament, especially with the literary users do not match. Unless the community is dedicated to the services of middle-aged and elderly users--examples are also available, the data is also made up, that is, it is difficult to spread the content.

So carefully analyzed, the photographic share of the community's hills lined up. Well-Done "literary users", with the tone of "Portrait photography Users", as well as close to the popular aesthetic "Orthodox user" works closer to the highest quality content, and the smell of unity. The evaluation criteria are diverse and not "good-looking" as the only reference. The radiation power of the works, the size and characteristics of the people behind the authors, and even the resonance and mutual exclusion between the author groups, must be included in the analysis conditions.

Even more troubling, even "good-looking" itself does not have a uniform standard. Usually for more than 80 points, 50 points below is a consensus, 50-80-point interval is divergent. Operation a eye of the failure may operate B can play 65, or Operation C Dozen 65 Operations D think also can recommend a small ... Some people will say, why not let the user decide the content order?

The answer is simple, user interaction generated by the sort, highly dependent on the user group in aesthetic similarity. (most) middle-aged and elderly users are accustomed to brush votes, there is no principle of popularity, and commercial photography users of Big Mimi private photos, it will attract a lot of users who are not in the picture and come to the top of the crazy, and then how the ordinary scenery photos have been answered "good pictures really beautiful"; The great portrait photography is left out in the cold. , running the charred puppy is more popular ...

You see, the smell of the crowd that is too messy makes the content order messy and the controls fail. You may not agree with my views on the photographers, it doesn't matter, it's just an example. UGC product is not "content and reader" so simple relationship, the content is faced with different segments of user groups, the operation is not an isolated processing of each piece of content, in essence, the classification of the user group identification and transfer. The more general the classification, the more ambiguous the scale, the smaller the content charm of the product. Knocked over 7 colors and mixed them together and turned black.

Therefore, successful products first have to precisely define what is high-quality content, what is high-quality users, around them to build the product ecology, priority to serve them, the tricky to suppress the content and users repel. Only in the people with the same smell, there will be the UGC content order, and the smell can slowly expand, gradually eroded out, like growing trees.

Take a know to do an example, start all is the topic of it circle, as the community continues to be strong, it people will also ask and answer life, culture, fashion and other topics, and then have the current "field." So don't worry about doing small. The real terrible is that you are too philanthropic, the beginning of the stall is too big, to all the guests, miscellaneous smell and taste, but can not form to the seed users attractive products gas field.

Another kind of love is to reduce the quality of tolerance, kindness, or greed, fear of harm to the poor level of user feelings. I used to say a very vicious word: "Dog eats excrement, it also eats meat, and it likes to eat meat more." So is the reader. If the good content can infect 10,000 people, the content that is not good enough infects 1000 people, and lets the good content author despise you here The taste. Can you indulge the bad stuff because of the support of those 1000 people? Strong content values must be harsh, subjective, and even arbitrary.

Success starts with a good "tone".

But how does this tone work out? You don't look at me, it is a good idea, it is summed up in the middle, how many mistakes, how many lei ah. Friends, you know, please God easy to send God difficult. So you'll probably ask me, how do you set the right tone from the start? The answer is like a sunny break: you have to rely on your own friends! If you are a senior user in the field, an expert user, you will naturally find the tone. If not, then the worship of God Buddha is difficult to recover. To push people's tone is not necessarily the best choice on the market, but it must be your own best choice.

There are many advantages to being an expert in UGC products. First, it is easy to understand the categories of user groups; Secondly, there are natural and good aesthetic content; third, there are corresponding network resources; Four, through the reciprocal exchange to improve the effect of pulling people; The content of the tone is actually from your own taste preferences, the more you know the extraordinary, the closer to the road, and vice versa only from the constant trial and error to find ginseng fruit.

Ashamed to say, although I have taken the photographic community, but also bought more than 40,000 equipment, unfortunately, is a typical "photo users." Free from the core users, is the source of various mine in the past. Always want to use product means to break through the bottleneck, simply impossible well. Until the introduction of the "literary user" type of product manager, and finally gradually, but accumulated in the early smell of mixed user groups, and become a drag to open the breach ...

If the manager's content values are weak, often the activity as the pursuit of goals, the general "good shot" as a standard of identification, the flow and interactive data as a KPI (he only read the data), often to "do the data" and go to the wrong tone above, a lively but growth is weak. Even if there are content experts to say how our temperament should be how, how can he believe you, do you say good, you said not good?

In addition, the large companies lack of precision promotion capacity, the extension of a opening, a wide range of users come in together, cats Full House running, the definition of the key to be more accurate also dumbfounded. Do not open to promote it, bite the teeth in the system to start a business, slow start rhythm and quite test the patience of large companies. A few quarterly assessment down, very likely the whole project is gray! Fly, smoke, kill!

Plainly, or genetic determinism. UGC products rely on the tone of the content, and the tone is dependent on the quality of the power of the core director, the day after tomorrow will not be filled. The manager of Palm Power, if not an expert, is bound to stumble. Behind the success of the product has a team of experts in the field, and best resonance, the contempt for bad that is in the bones. Strong feelings are sincere enthusiasm to maintain high-quality users, withstand the pressure to deal with poor content of the necessary skills. So I did not engage in the photographic community, UGC travel, at least in terms of travel is still a good taste.

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Http://weibo.com/cicada