How to have the axes to detonate the user contribution content

"Guide" if no user contribution content that platform is like the city of death, lifeless. To create a vibrant platform, startups must cling to content creators and provide better mechanisms or technologies.

Yesterday's case "dialogue Wang: PC is the flow of the king, mobile phone is the product of the King", causing a lot of people on the mobile internet play The Spit slot. Have a knife friend said: He said, 1/3 is dry goods, 1/3 is wrong, 1/3 he himself did not know is wrong. Purpose, this is you have to see three mobile internet malicious words: 1, mobile phone is not an experimental plot, but PK main battlefield. 2, the mobile phone app that does not start with user experience will become bullying behavior. 3, mobile operators The biggest pain point is the user's personalized problem, the merchant's traffic curse problem, do not consider Taobao blocked or not, but to consider whether the depth of the user or not! Are you tough enough?

Talk about UGC today. User contribution content (UGC) has been a hot potato, there are many successful cases, such as NetEase's thread culture, sing the share of the ultimate. Of course more is the failure case, carelessly will fall into the pit, operation difficulty and pressure too big. But a community without UGC is also a city of death.

How to detonate the energy of UGC? To see a foreign venture advisor experience, very strong, able to answer these three questions, it has detonated UGC energy of 3 axe:

1, compared to the existing platform, your product has not provided a better mechanism or technology to enable users to better create content?

2, the platform on the production of these content, there is a better selection of the content mechanism?

3, in addition to self-expression, there is no other incentive on the platform?

Pictures: Programmers professional clothing, T-shirts have become a means of self-expression

The dividing line of ======= Active city

such as Dribbble/instagram/vine and other creative content platform uses the typical UGC mode, but how to build a relatively good user contribution content of the system engine? Sangeet Paul Choudary, a columnist and consultant to some start-up companies, thinks it's possible to think about the following:

If there is no user contribution that platform is like the city of death, lifeless. Content creators are important roles on the platform, and startups need to do three things to create a vibrant platform: 1. Figure out what motivates the content creators on this platform; 2. Create a set of systems and rules to cater to such motives and motivate them; 3. Expand the number of content contributors as much as possible.

From a product perspective, here are six dimensions that can help shape platform thinking:

Is your product only a tool or a community, or both? Or do you provide an easy-to-use tool or an audience for these content creators? (Tools or pipe?)

Tools: If the tool is easy to use, can reduce the threshold of production content, can help to produce good works. For example, Instagram makes it much simpler to shoot and process photos, and like Vimeo provides users with a service to store high-quality video.

Pipe: Some platforms provide a channel for content creators to help them find audiences. For example, a large number of designers have been assembled on the Dribbble, and we can browse and discuss each other's work.

Tools+pipe: The most competitive platforms may be those that provide both tools and communities. Instagram, for example, has a social network of images, while providing a good filter, which allows Instagram to win in the past by providing only tools without the community's application hipstamatic. And recently Hipstamatic also launched the revival of the OGGL, also tools+pipe mode, you can call the community of other users of the filter for their own photos.

Before singing there are some "phone KTV" class applications, but they are simple tools, and no community. It's much better to be tools+pipe than other players.

Second, compared to the existing platform, your product has not provided a better mechanism or technology to enable users to better create content?

The cost of switching network services is relatively low, and users will not die to identify a choice. In this case, a platform that lowers the threshold for content production is more appealing. Twitter's model, for example, is reducing the threshold for content production, and now the people who are pushing it are several levels higher than those blogging.

Not only is Twitter an easy-to-use tool, it's also helping the content creators find viewers and tools+pipe the form. Instagram is similar.

Third, the platform on the production of these content, there is a better selection of the content mechanism?

Content planning and filtering should work after the platform outputs content, after all, you need to distinguish between what is very water and what is dry. General content screening and curatorial has the following three modes, and large-scale platform generally put these three kinds of ways to comprehensive utilization:

By algorithm: This is based on a certain number of rules and algorithms to do content curatorial, such as the so-called popular ranking. But it will also give a specific weight to the social curatorial and editorial recommendations that will be referred to below.

Social curatorial: This is now used by almost all platforms. The platform provides tools that allow users to participate in the process of content filtering, such as forwarding, tagging, like, praising, voting, and so on. The content list is a deeper level of content curatorial, which can find the strings of content, such as a known favorite or Bean in a watercress.

Editorial highlights: Although everyone wants the system to function automatically and orderly. But in the early stages of the product, the platform does not have much content contributors, the whole system does not run, the editorial power is an important component, assume the role of the booster.

Four, there is no clear hot list of rules, whether everyone has an equal opportunity to board the hot list?

Before you start this platform, the first thing you need to know is the user's motivation to produce content. Self-expression and exposure are usually one of the motivations. However, a platform also has to have the curatorial and screening mechanisms to distinguish between high quality and mediocre content, and to ascend the hot list will bring greater exposure. In the case of these two factors, you have to let users know what the rules are and give everyone an equal opportunity.

Like a lot of webmasters will study SEO, for is to be able to in the search results ranked a "good position." But if the search system does not have a clear rule, the user will be confused and will not take the time to study it. In a similar hot list, the "get the most forwarded" content is a fairly clear rule.

Besides self-expression, are there any other incentives on the platform?

While it is already a great incentive to express yourself and to harvest social capital (such as fans) on the platform, it will be more competitive if a platform offers other incentives. For example, creative design community many, but the following two have their own distinctive characteristics and competitiveness:

Threadless: (content contributor's) self-expression + (onlookers) social curatorial + potential money benefits. (It's a T-shirt design community.) If your design has the highest ticket, you can print it as a T-shirt and sell and participate in it. Of course its current business scope has been extended to other commodity categories. )

Dribbble: Self-expression + social curatorial + access to high quality job opportunities

Can you convert ordinary users into content creators?

The 90-9-1 rule shows that content contributors always account for a small percentage of the user community. But smart-phone and product-system settings are a good factor in enabling more people to contribute to content.

A sustainable and scalable platform it is hard to find those content contributors in the early days, and the content will attract "ordinary onlookers". Once this group of users reaches a certain level, an important step is to convert as many of them as possible into content contributors. So that there is a virtuous circle.

But then again, there is the chicken-egg problem among the audience and the content contributors. If there is no aggregation of the audience, users on the platform lack of interaction, the user's desire to contribute content will become smaller. The community is not so easy to do.

Introduction: Golden Wrong knife, formerly known as Ding Pengfei, a well-known science and technology business Observer, micro-innovation, only with innovation. is now the Philharmonic network Vice President, editor-in-chief. has been committed to the Internet innovation Research and combat. There have been "micro-revolution", "Ma Yun Management Log", "Jobs Management log", "Fast brand" and other best-selling books. Micro-letter from the media account: Ijincuodao.