User relationship and content production power of UGC products

Why do users want to produce content for a UGC product? Where do they come from? This is a question of partial theory and the basis for the next steps in operation. To analyze the power of user's production content, we must first understand the user relationship that users face.

Regarding user relations, I agree with Roc in the article "active and market growth based on information chain":

Relationship strength classification and definition:

1. Strong relationships, you can basically contact every day or at least 2-3 times a week.

2. Weak relationship, not every day contact people, but basically is once friends, classmates, colleagues, relatives.

3. Micro-relationship, through common interests, hobbies, experiences formed by casual acquaintances.

Each product at different stages of development, the main relationship between his users is inconsistent. On the current market products, to the above three types of user relationships to find the corresponding products:

1, strong relationship: QQ space, Renren. The users are basically students, colleagues, relatives, the user value is mutual exchanges and discussions, the quality of the content is not particularly concerned about.

2, weak relationship: Sina Weibo, micro-letter, Path. Most of the users in such products have contacts, but they are not particularly familiar with them.

3, micro-relationship: Tianya Forum, Baidu Bar, know, Instragram, no network. Users here often only know that there is a certain network ID, and the content of the ID shared interest or approval. Users rely on a common interest to maintain, the content of each other to give special attention.

After analyzing the relationship between the users in the product, we consider the motivation of the user to produce content in a UCG product from the psychology angle. After looking at multiple products, the individual believes that in most scenarios, the user's power to produce content can correspond to the following two two categories (paid transactions are not covered in this article):

I. Social identity

In fact, whether in the network or in life, a user production content (in life is to say and do something) is mostly to obtain some kind of social identity.

This social identity is often manifested as:

Their opinions and actions are admired by others. When a user produces a piece of content has been reproduced thousands of tens of thousands of times, or was "like" several times, this is the recognition of the producers, sufficient to enable producers to receive great satisfaction. It's a lot of motivation for you to make an answer, or to post a picture on a instragram. Under this kind of power, the list is very stimulating value.

be able to get external communication or discussion. This psychological need may be called self-realization and social needs. In human nature it is necessary to socialize, to communicate, to discuss. Especially when a user has some knowledge and opinions about certain things, this time of sharing is often to get more communication and discussion, but not necessarily identity.

Hope can affect the external awareness and image of themselves. Build your own personal brand by socializing and sharing to improve your image as a friend. This power produces content that is generally of high quality, and most often occurs among acquaintances or public figures.

Ii. Group Irrationality

When people are in a group environment, the behavior of the people around them is enough to cause the individual to produce things that are contrary to their own heart and nature. For example, "Small Yue Yue event", when all the people on the road in the cold, some would have been a shot to save the person also chose indifference; suppose things happen in an alley, only to see it alone, the likelihood of a lot of rescue. People choose convergence in groups.

The irrational power of this group usually occurs in the products with weaker user relationship. When the user is large enough and the user-sharing atmosphere of the whole product is better, the atmosphere of the group can create the impulse to share the users who share less content.

The irrational production power of the group is especially fierce in the products of the weak relation such as Post bar, Tianya, mop and other forums. A content, the initial state of the hotter after the speculation of natural pursuit of the higher the likelihood. Network promotion of those who push the hands of most of the use of such means, manufacturing network hotspots.

The above two categories, if you think there are gaps or other can be added, please discuss together.