How to operate a product in Jianshu
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1. Product positioning Jianshu is a product that is dedicated to creating the best writing software for writers and the best reading community for readers, integrating writing and reading. 1.1.slogon Before 2015: Rediscovering the power of words From 2015 to present: Sharing stories and ideas App store: All the best articles in the world can be found in Jianshu From the replacement of the slogan, it is not difficult to see that Jianshu's product positioning has gradually shifted from its original focus on creation to the interactive communication between creators and readers, trying to create a large-scale interactive platform for high-quality UGC content production. 1.2. Target Users Based on the "production-consumption" path of content, Jianshu's target users can be divided into three categories. Creators: Users who have the need to produce content. It includes users who regard writing as a personal interest, professional writers engaged in the writing industry, and freelancers. This type of users can be said to be the most core users of Jianshu, because the content on Jianshu needs to be produced by them. Without creators contributing content, Jianshu will have no value in existence. Readers: People who are interested in reading. They hope to see high-quality content of interest on Jianshu and have a collision of ideas. This type of people are content consumers. It is they who give meaning to the content produced by creators and motivate creators to create further. There is no doubt that this type of users will account for the largest proportion. Editor: From content production to consumption, a series of screening and classification is necessary in the middle, so as to accurately reach the target user group. Jianshu has opened up some of the power in this intermediate process to users. In addition to Jianshu’s official topics, users can create their own topics and collect articles. The opening of this function can firstly satisfy those users who like to edit and organize content, secondly reduce the burden on Jianshu operators , and allow other users to have more topics to choose from on Jianshu. 1.3. Solve pain points In fact, from Jianshu’s target user group, it is not difficult to see what user pain points this product hopes to solve. For creators, he addresses their desire to create, publish their ideas, and gain recognition from others; For readers, he solves their needs for high-quality and in-depth content, sublimating their thoughts and enhancing their connotations; As for topic editing as a module derived from Jianshu, I think Jianshu probably didn't think that a group of specialized editor users would be formed in the early stage of product development. The number of such users will certainly be far less than that of readers, and their importance will certainly not be comparable to that of creators. This type of user group should not attract excessive attention from Jianshu for the time being, so everyone can just take it as an understanding. 2. Product stage Generally speaking, the life cycle of an Internet product can be divided into four stages: introduction, growth, maturity, and decline. These four stages must be accompanied by iterative updates of products and meticulous operations. Next, let’s talk about Jianshu’s current product stage from the perspective of its product iteration and update history and user growth history. 2.1. User scale Total downloads of Jianshu on Android (data from ZCOOL) Note: 1. As the download data of iOS app store is difficult to obtain, the data in the above figure only shows the total download data of Android . 2. The data decline in the line chart is caused by the missing data of some application platforms at that time. 3. The final total data does not include missing application platforms. From the above figure we can see that as of December 5, 2016, the number of downloads of Jianshu's Android version is over 7.73 million. Based on this user scale, Jianshu's current product life cycle should be in the growth stage. For products in the growth stage, generally speaking, the focus will be relatively more on channel coverage, pushing the product to users as much as possible, making it well-known to users, and then attracting more users to use the product. In the process of channel coverage, ASO ( application market optimization) must be a major means. In addition to various keyword search optimizations, ASO must also have a solid product experience as the basis for attracting users. Next, let’s look at the history of iteration to see how Jianshu slowly adjusted its growth trajectory during the product life cycle to better match user needs and solve user pain points. 2.2. Iterative Update Jianshu iOS version iteration update table (data from appstore) Note: 1. Select the relevant version data from 2015 and 2016 2. Because the release time of each Android application market is different and it is not convenient to organize it in a unified manner, the version update information on the appstore is selected 3. The content has been sorted, and iterative versions with no obvious changes have been removed, and update descriptions that are useless for analysis have been removed 4. Functional updates that optimize the reader experience are marked in red, and functional updates that optimize the creator experience are marked in blue As you can clearly see, the main content of each update is basically centered around improving the target users’ experience, and the frequency and content of function optimization for creators are slightly heavier than that for readers. The user experience for creators mainly focuses on content production (creative needs) and submission functions (requirements for fame and recognition), followed by material needs (rewards). The user experience for readers focuses on three points: content recommendation, reading experience, and comment interaction. 3. Product Features Jianshu product framework diagram (ios version) From the above picture, you can roughly understand the product framework of Jianshu. Judging from the framework diagram, the main functions of the Jianshu app can be divided into the following five categories. 1. Writing and contribution (to creators) 2. Reading (to readers) 3. Interaction: commenting, short messaging, rewarding, liking 4. Sharing: forwarding 5. Topic management (to editors) For UGC products such as Jianshu, the content production function on the creator side will mainly be placed on the web side. The app is more about browsing recommendations for readers, as well as submission and article interactive messaging functions for creators. Compared with the two, content push and reading are slightly more important. 4. Product operation methods As we all know, generally speaking, operating methods can be roughly divided into content operation , user operation and activity operation. For UGC products like Jianshu, I think there is no need for me to say more about the importance of content operation. Next, let’s talk specifically about the efforts Jianshu has made in these three aspects. Let us first make one thing clear. Although these three operating methods are different, in the actual operation process, you are in me and I am in you. After all, user first is the golden rule of operation, and any method is inseparable from the operation of users. Therefore, when reading the following content, there is no need to worry about questions like "This method is obviously intended to stimulate user activity and should be considered user operation, so how can it be considered content operation?" 4.1 Content Operation As mentioned at the beginning, Jianshu’s content operation can be divided into upstream content production by creators and downstream content consumption by readers. As for the creation part, more emphasis will be placed on user operations on how to stimulate users to produce content, so this part will be described in detail in the following user operations. As for content operation, we mainly talk about how to better deliver content to downstream for reading. In fact, if you want to better deliver content to downstream and have it consumed by as many users as possible, the method is very simple, that is, accurate push. When users receive content that they are interested in, they will naturally read it. As long as the group of accurate push is large enough, the consumption of the content will inevitably increase. The difficulty in operating Jianshu content lies precisely in how to achieve accurate push. I divide the strategies adopted by Jianshu into two categories: customized and recommended. The implementation of these two strategies is inseparable from the diverse and special operations of the products themselves. The topics of Jianshu can be divided into two types: official and folk. The official ones are easy to understand: they are some topics created by Jianshu itself, such as ideas and @products. Civilian: Users can also create topics themselves and include other people’s articles in the topics. Although this type of topic operation method may lead to a large variety of topics and lower overall quality due to poor supervision, if Jianshu can retain the best and eliminate the inferior, it will definitely be more convenient for readers to choose. After all, a special topic is itself a classification of articles. 4.1.1. Customized As the name implies, it is tailor-made for users, mainly through two means: 1. Customized popular features: In the "Discover" module, users can select popular topics of interest to them and enable personalized recommendations. Jianshu will automatically push relevant content to users. 2. Follow function: Users follow topics or friends that interest them. Jianshu has a special "Follow" module, which pushes content by updating special topics and articles by Jianshu friends. 4.1.2. Recommended Recommended content push is not as accurate as customized content push. It is more about filtering out some high-quality content according to the product's own logic for users to choose from. This function is mainly implemented in the "Discovery" module. 1. Banner recommendation: The large picture bar at the top of the "Discover" module has 9 scrolling banners, each pushing 9 articles, with extremely high exposure. 2. Category section recommendation: There are 11 category section guide buttons under the large picture bar of the "Discover" module, namely: Novel Selection, Photography Travel Notes, Comic Hand-drawn, Contracted Authors, New List, 7-day Popularity, 30-day Popularity, Daily News, Featured Topics, Prize-winning Activities, and Jianshu Publishing, for users to choose from. 3. Hot topics: The "Discover" module recommends hot topics (there is a "Change Batch" button for changing). Click to enter the topic page to see the corresponding articles, and you can also choose whether to follow it. 4. Recommendation of popular articles. After customizing the popular ones, they will be pushed accurately. If they are not customized, the system will push them automatically. 4.2. User Operation This time we will only analyze user operations from the perspective of “promoting activation” (promoting user activity). I divide Jianshu's "activation promotion" into two dimensions: promoting users' regular use (reading, interaction, etc.) and stimulating creators to produce content. As for Jianshu's points system, it applies to all Jianshu users and is also an important means of user operation. Due to its universality, it is not included separately in the analysis below. 4.2.1. Promoting routine use 1. Produce a large amount of high-quality content to give users something to watch 2. Accurate recommendations to satisfy users’ every reading 3. Interaction between users: comments, comment sharing, and short message communication. It is worth mentioning that every new user of Jianshu will receive a brief letter in the name of Jianshu’s founder, Uncle Jian, which will include instructions on how to use Jianshu and related introductions. The spiritual impact of guiding new users in this way far exceeds the guidance function itself. 4. Core monetization user community operation - Jianshu University, a paid learning community 4.2.2. Stimulate creators to produce content For UGC products, if you want creators to continue to produce content and not leave, you must increase the creator's loss cost. The more content he produces on the product and the more fans he accumulates, the less likely he will leave. Therefore, it is very important to manage this type of users well and stimulate them to produce more content. Jianshu has indeed put more effort into this aspect than the reader side. 1. Good writing experience - 1.1 Support markdown and rich text writing - 1.2 Default save function to avoid forgetting to save and causing the article to be written in vain 2. Complete submission function - 2.1 An article can be submitted 5 times to increase visibility - 2.2 Submission topic recommendation and a large number of submission topic options - 2.3 Submission progress query 3. The reward function has certain economic incentives, and the significance of recognition far outweighs the amount of money. 4. Like the function and feel recognized 5. Comments and SMS interaction 6. Hope to cooperate with Jianshu Publishing to realize the dream of publishing a book 7. Jianshu’s contracted author system 8. Operate the creator community, strengthen the stickiness with the product, and provide a communication platform for creators. It is not certain whether this function is available in every topic, but the author was invited to join the group after his submission to the official "Ideas" topic of Jianshu was approved. 4.3 Activity Operation Jianshu has a special event operation section, but the entrance is hidden deep inside. Under the "Discover" module, the category section recommends 11 guide buttons in the penultimate "Prize Activity". There are two types of activities: joint activities and own platform activities. 4.3.1 Joint activities Cooperate with other platforms, such as giving away books by following other platforms ' public accounts , and carry out welfare activities for users. For such joint activities, the other platform will generally promote Jianshu as well. If so, it should be regarded as a "new user acquisition" activity. 4.3.2 Own platform activities That is the activity of Jianshu itself. Generally, users participate by posting comments and short articles or jokes. Perhaps Jianshu itself does not care much about event operation. They regard events more as interactions with users. Therefore, the activity format and copywriting are relatively simple and casual. 5. Product profit model Everyone knows that any product model that is not for profit is rogue, and Jianshu is no exception. It has been exploring its own monetization and profit model. There are four ways to make money that I have discovered. 1. Commission: When the creator withdraws the reward amount, Jianshu will charge a 5% handling fee; 2. Paid community: Jianshu University. Paid learning community. Currently, the annual fees of several communities are between 360 and 399; 3. Points Mall: Using the "points + payment" model to set prices for e-commerce , it is estimated that it can also make some profits from advertising. 4. Jianshu Publishing House: Since this project publishes books, I think it should make profits in the form of commissions. This time, we discussed Jianshu's five dimensions: product positioning, current stage, product functions, operating methods, and profit model. For me, Jianshu has helped me realize my dream of becoming a writer and writing. Although I have published many articles on product operations, I personally hope to publish some essays and thoughts on life on Jianshu. Perhaps, this idea of mine is also an invisible positioning of the Jianshu product. Compared with professional knowledge sharing, this is more like a platform for exchanging life insights and philosophical thinking. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @糖愫尔 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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