For content-based APP, how to build a content operation framework?

Where does the content come from? This is probably the biggest headache for content community APP operators . In fact, when operating a content-based APP, you need to build a content operation framework first.

1. The APP is just formed, where does the content come from

The direction of content circulation in content community apps is: content attracts users - users produce content - content is then consumed by new users. From the direction of content circulation above, we can know that content is the prerequisite for the normal operation of the APP, but at the beginning of the APP launch, there are no users, or the APP is not well-known and has few users, and the content cannot be updated in time. Operators need to prepare content for the APP.

Before the public beta of Jianshu , an essay contest was held to prepare the content for Jianshu. Moreover, in the Jianshu team, there are many people who are text lovers themselves. These text lovers promoted Jianshu through their own circles and also brought some content to Jianshu. However, the amount of UGC content actually produced by users is not large. In the early days of Jianshu's operation, there were also operators responsible for PGC , producing relatively high-quality content.

From the content operation of Jianshu, we can find that content products can have the following four approaches in the early stage of operation:

1. Activities/Topics: By planning activities related to APP content, initiating topics, etc., users are stimulated to produce content and prepare for APP content.
2. Seed users : Find users with the strongest pain points, introduce them into the APP, and produce content for the APP.
3. User tiered operations: invite professional users to join the APP through signing contracts or other forms to produce high-quality content for the APP.
4. Official output content: It is the responsibility of the person in the team who is good at producing content. If there is no official content, you can find relevant content on the Internet to fill it in, but remember to apply for authorization.

2. Why do your users produce content for your app?

Now that we have the basic content within the APP, in addition to operators using operational means to attract users, there are also users who come on their own initiative. How can we stimulate them to produce content?

1. What users want

To stimulate users to generate content, we must first understand their real demands and why they come to the APP. Taking the Tik Tok app as an example, users record their own videos and upload them to the Tik Tok app for other users to watch. The higher the play ranking on the page, the more users watch and like the video. The playback page is designed with functions such as likes and comments. This kind of interaction between people lets the content producer know that someone is paying attention to him and that the content he produces is recognized. This sense of accomplishment motivates him to produce content continuously. When users are inactive in the early stages, operators can prepare a few fake accounts to comment on content produced by real users.

2. Give some more stimulation

If users do not feel much satisfaction when using your product, you can use incentives to encourage them to generate content. After users complete payment on the Alipay APP, they will automatically jump to the evaluation page. As long as users complete the specified evaluation behavior, they can get red envelopes, Tmall coupons, hotel and air tickets and other rewards. Such a reward mechanism stimulates users to produce content for the platform.

Know what users want. If you cannot satisfy them, use material to stimulate users, generate content for the APP, and ensure the normal operation of the APP.

3. How user-generated content contributes to the UGC content community

Use operational means to stimulate users to produce content. A large amount of content is accumulated in the APP, including some high-quality content. These contents can actually be used to stimulate other users to produce new content.

1. Start a topic

The WeChat public account New World often allows one’s articles to grow naturally. By initiating discussions on interesting and resonant topics, fans are attracted to tell their stories to Xin Shi Xiang. Xin Shi Xiang then selects representative remarks from these stories, compiles them into articles and pushes them out. After reading these remarks, most fans will feel that these remarks coincide with their own thoughts and even touch the softest part of their hearts. The next time Xin Shi Xiang launches an event, more people will participate in it. If you keep repeating this cycle, you won’t have to worry about running out of content.

2. Content Reprocessing

In the question-and-answer community Zhihu, in addition to being able to find answers to your own questions, you can also browse a lot of excellent content. In the discovery module, as long as the user's answer is good enough, it can be selected as the essence and seen by more users. When the user who contributed the answer sees that his answer has been selected as the essence, he is very likely to share this answer and tell everyone that his answer has been selected as the essence. Selecting user-generated content as the essence is, on the one hand, a recognition of users, and on the other hand, it can promote your own APP through users. You should know that word of mouth is actually very important.

If you want to use APP content to stimulate users to produce content, first your APP needs to have content. If not, then find ways to stimulate users to produce content. Simple methods such as topics and discussions are effective. Let users produce content first, then process the content, and then use it to stimulate users.

Summarize

When operating a content community APP, building a content framework is actually a very critical step. After building the content framework, you also need to do a good job of user operations , because users are the consumers of your content. Without users, your content is actually worthless.