How UGC establishes content order!
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I have said before that we should consider the lower limit of UGC users instead of imagining their upper limit based on our own experience. Without control over the content order, even the best product design will fail. A more popular explanation of content order is survival of the fittest. Good content floats to the surface and becomes mainstream, while bad content sinks and does not cause trouble. There are two most common ways to maintain content order. One is to attract people and bring in high-quality users; the other is to manage people and use manual management and interactive algorithms to reward good content and punish bad content. But if that’s all you do, you’re putting the cart before the horse. What is Ben? "Ben" is the "content tone" of UGC. This difficult-to-pronounce term also has some other names, such as "product aura, product taste, content temperament, content values" and so on. Each one is more empty than the other. To put it bluntly, it is an accurate definition of the quality of content and the quality of users. When I say this, many people will be surprised. Is it so difficult to distinguish between good and bad? That's right. As a case study, let’s take a look at the composition of the photography crowd in China. ▎(Most) middle-aged and elderly users account for a large proportion of the photography community and are active. Although they love photography, most of them lack aesthetic sense and their subjects are mainly landscape/humanities/ecology. The overall quality of their works is low, but they like to praise each other and use photography as a way of socializing in their middle-aged and elderly lives. People are generally keen on competing for honors, and often mobilize social relationship clusters to praise each other for this purpose, which is a huge challenge for various ranking algorithms. ▎Commercial photography users are photographers who make money as a profession or a side job, and most of their subjects are portraits. The main pursuit is to gain popularity, and the willingness to communicate is not strong. Gain commercial benefits by publishing works. ▎Portrait photography users are a group of people who specialize in taking photos of beautiful women. Asking a few models to go out for photo shoots is a relatively easy way to produce beautiful pictures in the city. Taking portraits is also very prestigious, and the girls around you will have to beg you to take a few photos. Many of those who are good at it have gradually turned into commercial photography users. ▎ Most users lack a photography style worth mentioning, their photographic perspective is pale, their shooting subjects are random, and their works generally lack emotional appeal. They are positive about showing off their photos, feeling proud of themselves or asking for advice. Many of those who meet this standard are photography novices, equipment lovers, and enthusiastic but mediocre "photography enthusiasts". ▎Photo-taking users are interested in “taking photos” rather than “photography”. The frequency of taking photos is low, and most of the photos are taken in life scenarios such as family portraits and traveling with friends. I don’t study photography techniques very hard, nor do I actively look for photographic works to appreciate. I am more willing to look at photos posted and shared by friends. The quality of the film depends on the shooting environment and subject matter. Because of the frequency of taking photos, I have no dependence on the photography community and am accustomed to posting photos on blogs or other communities to which I have an emotional attachment. ▎Artistic users are young people with an artistic taste, who mainly shoot portraits/life/street scenes/travel and other subjects. I prefer the fresh and lomo style, and in the later stage I turned to the film party. I really like photography and see it as a creative way to express my own tone and emotions. The works are of good average quality, sensual and tasteful. I tend to prefer literary communities to photography communities, but if I love photography deeply, I will also spend a long time in literary photography communities. ▎Orthodox users are ascetics who pursue the path of photography, have strong personal views on photography, broad knowledge and excellent skills. The subjects of photography are wide-ranging, among which portrait/landscape/humanities/city/conceptual photography are more common. We attach more importance to expressing ideas and researching techniques than to pleasing the audience. ▎Specific hobby users are users who are particularly interested in certain niche themes, such as models, insects, and birds; or users who are deeply immersed in some difficult popular themes, such as animals, pets, and food. Each goes its own way, and there is not much intersection across domains. The above is within the scope of my observation (subjective and not comprehensive), introducing some typical user categories. In fact, there are also many mixed ones. Back to the topic, what are the strong content values of the photography sharing community? For example, can a well-shot “conceptual photography” work be considered high-quality content? It's okay, but not the best. It is too unpopular, and the academic school itself is a minority group. It is difficult but the benefits are not great to capture this group of people. For example, are well-photographed works by “photographers” considered high-quality content? It's okay, but not the best. After all, those who don't participate frequently, leave as soon as an album is released, stay away for many days, or even never return, are not the most worthy of encouragement. For example , can well-shot works produced by “common equipment party” be considered high-quality content? It's okay, but not the best. The films they make are too diverse and not refined, and they focus more on effects than expression. The mainstreaming of the Dalu Equipment Party will affect the content flavor of the entire community. It is more suitable for photography forums that focus on topics and not on display, rather than being active in photography sharing products. For example, can a well-shot “portrait syrup” work be considered high-quality content? It's okay, but not the best. On the one hand, the style is monotonous, and on the other hand, it also brings in a large number of readers who are directly attracted by beauties and lack aesthetic taste in photography, resulting in a split in interactive values. For example, are well-photographed works by “commercial photography users” considered high-quality content? It's okay, but not the best. This group of people has strong display but weak interaction, which is not conducive to the development of community relationship networks. A commercial style that is too eye-catching may offend another group of literary, orthodox, and photography-loving users, who may feel that the style is too different and thus weaken the sense of belonging to a community where people of the same kind gather together. For example, can well-made works for “(mostly) middle-aged and elderly users” be considered high-quality content? It's very risky, I tend not to count it. First, the quality of their works is very unstable. Second, they tend to stick together and their overall level is low. Finally, their photography style is often very old-fashioned, making it difficult for the community to form a unified content temperament, especially for literary and artistic users. Unless the community is dedicated to serving middle-aged and elderly users - there are examples and the data is decent, it just can't be big and the content is difficult to spread. After such a detailed analysis, we can see that there are many photography sharing communities. The works of "artistic users" who take good pictures, "portrait photography users" with a certain style, and "orthodox users" who are close to the public's aesthetic taste are closer to the highest quality content and have a unified flavor. The evaluation criteria are diverse, and "good looking" is not the only reference. The influence of the work, the size and characteristics of the people behind the author, and even the resonance and mutual exclusion among the author groups must all be included in the analysis conditions. What’s more troublesome is that there is no unified standard even for “good looking”. There is usually a consensus for scores above 80 and below 50, but there are differences of opinion in the 50-80 score range. What operator A considers to be failing may be considered 65 by operator B, or what operator C considers to be 65 may be considered worthy of a small recommendation by operator D... At this point, someone will surely say, why not let users decide the order of content? The answer is simple. The ranking generated by user interaction is highly dependent on the aesthetic similarities of the user groups. (Most) middle-aged and elderly users are used to group-buying, and they are popular but not principled. The big breast private photos of commercial photography users will attract many users who have nothing to do with photography to come and give likes. No matter how ordinary the landscape photos are, people will reply "good pictures, really beautiful". The excellent portrait photos are deserted, and are not as popular as a cute puppy that is out of focus and not a photo at all... You see, an overly chaotic crowd will make the content order chaotic, and all control measures will become ineffective. Maybe you don't agree with my opinion on the photography crowd, that's okay, it's just an example. The relationship between UGC products is not as simple as "content and readers". The content is aimed at different segmented user groups. The operation work is not to deal with each content in isolation, but is essentially the identification and mobilization of segmented user groups. The more general the classification and the more vague the scale, the less attractive the content of the product will be. When 7 colors are spilled and mixed together, the result is black. Therefore, a successful product must first accurately define what is high-quality content and what is a high-quality user, build a product ecosystem around them, give priority to serving them, and ruthlessly suppress content and users that are incompatible with them. Only among a group of people with the same smell can there be such a thing as UGC content order, and the smell can slowly expand and gradually erode, like a constantly growing tree. Take Zhihu as an example. When it was first launched, it was all about topics in the IT circle. As the community continued to grow, IT professionals also asked and answered questions about life, culture, fashion and other topics, and thus the current "fields" came into being. So don’t worry about going small. What is really scary is that you are too philanthropic and spread your stall too wide at the beginning. All the people who come are guests, and the smells and tastes are mixed, which fails to form a product aura that is attractive to seed users . Another kind of self-serving fraternity is to lower the tolerance for quality, out of kindness, or greed, for fear of hurting the feelings of users with poor standards. I once said something very vicious: "A dog eats shit, and it also eats meat, and it loves meat more." Readers feel the same way. If good content can infect 10,000 people, bad content can only infect 1,000 people at most, and make the author of the good content look down on your taste. Can you allow the proliferation of sub-par content just because of the support of 1,000 people? Strong content values are necessarily demanding, subjective, and even arbitrary. Success starts with a good "tone". But how was this tone set? Don't be fooled by the fact that what I said sounded very logical. That was all a summary after the fact, showing how many mistakes I made and how many landmines I stepped on along the way. My friend, you know that it is easy to invite gods but difficult to send them away. So you're probably asking me, how do I set the right tone from the beginning? The answer came like a thunderbolt from the blue sky: It’s up to you, my friend! If you are an experienced user or expert in this field, you will naturally find the tone. If not, even bowing to gods and Buddhas will be difficult to reverse the situation. The tone of using one's own ideas to push others may not be the best choice in the market, but it is definitely the best choice for yourself. There are many benefits to being an expert in UGC products. First, it is easy to understand the categories of user groups. Second, they naturally have a good aesthetic sense for content. Third, they have corresponding personal connections. Fourth, they can improve the effect of attracting people through peer-to-peer communication. Fifth, they can make more product optimizations for high-quality users through empathy. The tone of the content actually comes from your own taste preferences. The more knowledgeable you are, the closer you are to the smooth road. Otherwise, you can only find ginseng fruit through constant trial and error. To be honest, although I have led a photography community and bought more than 40,000 yuan worth of equipment, unfortunately I am a typical "photography user". Being isolated from core users has been the root cause of many past failures. I have always wanted to use product means to break through the bottleneck, but it is simply wishful thinking. It was not until the introduction of a product manager who was a “literary user” that things finally started to improve. However, the mixed user base accumulated in the early stages became a drag on the breakthrough… If the manager's content values are weak, he will often pursue activity as a goal, use the general "well-filmed" as a criteria for evaluation, and use traffic and interaction data as KPIs (because he can only understand data). In order to "create data", he often goes to the wrong tone, which leads to temporary excitement but weak growth. Even if a content expert comes out and says that our temperament should be like this or that, how can he believe you? Does it mean that if you say it is good, it is good, and if you say it is bad, it is bad? You deceived me~ In addition, large companies lack the ability to promote accurately. Once the promotion is opened, all kinds of users will flock in, and cats and dogs will run all over the room. No matter how accurately the tone is defined, they will be dumbfounded. But instead of doing open promotion, you can grit your teeth and start a business within the system. The slow start-up pace will test the patience of large companies. After a few quarterly assessments, the entire project may be in vain! fly! cigarette! Destroy! To put it bluntly, it is still genetic determinism. UGC products rely on the tone of the content, and the tone relies on core executives with taste and power, which cannot be made up for later. If the managers who hold real power are not experts, they will definitely walk with difficulty. Behind every successful product there is a team of experts in the field, whose resonance with the best and contempt for the bad are in their bones. Strong emotions are the secret weapon to truly and enthusiastically maintain high-quality users and withstand the pressure of dealing with low-quality content. So I stopped working on the photography community and turned to travel UGC. After all, I still have good taste in travel experiences. 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