Content operation: Operational strategy for the development of UGC model

Although many companies have the concept of content, in a broad sense, content includes all the details of the platform products. In a narrow sense, content operation refers more to the content review, recommendation, creation and search of specialized content products.

This is generally divided into UGC and PGC content operations . In this article, we will mainly learn about the content operation of UGC.

1. What is UGC

There are two content production modes : UGC (User-generated Content) and PGC (Professionally-generated Content).

The concept of UGC originated in the Internet field, that is, users display or provide their original content to other users through the Internet platform. UGC emerged along with the concept of Web 2.0, which advocates personalization.

The characteristic of UGC is that users can upload and download relevant content on their own without being restricted or constrained by the platform. Users have greater freedom to participate and greater enthusiasm for participation, which will increase user stickiness and enrich the content of the platform.

However, this will cause many problems. The most common one is that the quality of uploaded content varies depending on the quality of the users and their understanding of the platform rules. Because there is a lot of content, it is much more difficult for the platform to control the content.

Currently, the main products on the market that use UGC as their content production model include: Weibo, Kuaishou , and NetEase Cloud Music Community.

Weibo is the most typical product of the UGC model at present, and all content is generated spontaneously by users.

With the full deployment of 4G networks and the widespread coverage of WIFI, Chinese video content has also become popular.

Kuaishou has also become the short video product with the largest number of users. Among them, various interesting and thrilling videos are also produced in the UGC mode.

NetEase Cloud Music is the best at building a music community. There are more than 30,000 comments on a new song that Xu Song recently released. Many people say, "I read stories on NetEase Cloud Music."

NetEase Cloud Music’s content community building is a UGC model case worth learning.

There are also many products using the PGC model. Mainly serious content. For example, Huxiu APP, Business Weekly, etc. Everything inside is very professional. Users cannot upload content themselves. They need to commission articles or submit them. The advantage of PGC is that the threshold for content is high, so the quality of the content is also high, but the quantity of content will have a bottleneck due to its nature.

2. Operational strategies for the development of UGC model

The biggest advantage of the UGC model is that it allows everyone to participate in content creation. When there are enough participating users, there is no need to worry about the content of the platform. All you need to do is supervise and review the content. However, in the early stages of a product launch and when there are not many users, the UGC model also requires content personnel to participate in content creation.

When there are more users participating in the UGC model, the operation strategy also needs to be changed. When there are excessive users participating in the UGC model, we are no longer considering how to stimulate users to generate content, but how to better display the content created by these users to people who are interested. There are three different operating strategies in the main development stages.

• Trumpet creation + activity stimulation

When the platform was first launched and there wasn’t much content produced, small accounts were indispensable. Content operators and companies need to constantly add content. One size, one type. Publish content, and then other small accounts comment on each other, creating a false situation where there are many internal users, so that users who came in earlier will not quickly leave due to lack of content.

However, the participation of internal staff in content creation is always limited, and activities need to be designed in the early stages to stimulate users to participate in content creation.

For example, when Toutiao was expanding its product user base (the early content was mainly crawled), in order to have more content support, it proposed an award-winning posting operation model.

Users are encouraged to create content, and there will be bonuses when the content meets the requirements. UC Browser 's Dayuhao , Baidu's Baijiahao , etc. have all used this operating strategy.

• KOL + Recommended Experts

When the user scale is formed and the content foundation is guaranteed, the focus of operations needs to be on KOLs and creating influencers. This is what is commonly known as the process of creating an Internet celebrity .

As a typical UGC content platform, Douyin has a large number of users and many users have millions of fans. In this process, the focus of operations needs to be on discovering high-quality content and high-quality users, recommending higher-quality content to users, and then allowing high-quality users' high-quality content to have more exposure, giving high-quality users the opportunity to attract fans.

• Red Man Operation

Generally speaking, when content reaches its peak, some celebrities will “debut”. These celebrities have a large number of fans with the help of content platforms, and their fans will help promote them to other platforms, making them well-known in more fields. In this way, the celebrities on one platform become Internet celebrities.

There are many internet celebrities who came from Tianya Community. Douyu Live has also produced many celebrities. Because of their high-quality content and expanding influence, their value is also constantly increasing.

These influencers are important resources for the platform, and operating them well becomes an important means for the platform to make profits.

Content operation, especially UGC operation, requires different strategies and methods in different stages of the product. But generally speaking, it has gone through the three stages mentioned above. As a content operator, it is not easy to see a product grow from the first stage to the celebrity stage. I hope that students who work in content operations can stay true to their original aspirations and engage in lifelong learning.

Author: Sun Peigen, authorized to be published by Qinggua Media.

Source : Internet Learning Workshop (ID: xuexifangplus)