In just a few steps, you can understand how Jianshu has attracted millions of users

Jianshu 's positioning was very clear when it first started operating . Mr. Lin Li, the founder of Jianshu, said that he likes writing and wants to create a platform that focuses on creation. Jianshu is a high-quality creative community. Here, you can create as you please, a short article, a photo, a poem, a painting... Everyone is an artist in life with infinite creativity.

Several characteristics of information flow processing

1. Explanation of the timeliness of information: Information released now and in the past are divided into two channels, and past information is not easy to recommend.

Jianshu has not made much optimization in the timeliness of information design, resulting in a situation where many excellent articles will be sunk, and articles with classic genes will not be recommended for a long time. All information products have this kind of product attributes, but they are not taken seriously in the early stages of product design. YouTube handles the timeliness of information very promptly.

The Jianshu platform has the same problem as other information platforms. They have not made excessive designs to deal with the timeliness of information. After a user publishes an article, it will soon be covered by other articles, and it will be difficult for other users to find the article in the timeline later. YouTube and Toutiao have weakened the timeliness of information flow, allowing excellent information flow to stand the test of time. It's not just the information flow generated by the electronic products we use in the Internet age. Just like the books left by our ancestors over thousands of years, good things are worth reading several times, and good things will not be lost in the wheel of history.

2. It is rare to see platform companies support the topic, including many UGC platforms have not done well. YouTube and Google+ have done a good job in this regard.

Most of the topic management on Jianshu is done by the people who work on the homepage, so many of these topics are excellent, and very few are of poor quality (who has so much free time to do this job), but the lack of healthy traffic guidance on the official platform leads to a small number of subscribers to many particularly excellent topics.

Jianshu also attempts to screen high-quality articles through column management to achieve the goal of manually selecting excellent articles. But this design is a bit backward and may not meet the needs of users.

One of the biggest benefits of having columns on Jianshu is that it can connect upstream and downstream articles, allowing readers to better understand a category and better recommend content to readers. However, there is one small detail that needs to be noted. If Jianshu’s special topic contains some recommendations for each submitted article, it will not appear so monotonous.

How does Jianshu highlight excellent content? How to design a split flow

Recommended to the topic page: By creating and managing topics, you can improve a category of things. It can meet the author's requirements for the reader base and ensure that users can browse the articles they need. Readers can only access excellent articles through the home page, the topic page they follow, and the homepage of the author they follow. Therefore, there is still room for improvement in content distribution design.

Under normal circumstances (considering Jianshu as a traffic acquisition channel ), those who write books on Jianshu either want to further expand their influence and then convert them into fans and then convert them to other platforms. They must attract readers through continuous submissions and exaggerated but not excessive titles . The subject matter must both satisfy the user's imagination and motivate the user, with all kinds of inspirational, soft chicken soup, and virtual stories about youth, dreams, and love. One of the most important functions of Jianshu is that it can be used as a notebook for writing, but this function is relatively weak compared to that of Evernote; Evernote focuses on "efficiency" and has adopted various efficiency models for design optimization in product design.

The closed environment of the WeChat public platform makes it easy for readers to form their own reading experience. Readers are very happy to share good articles to their friends circle . As the saying goes, those who are close to the water get the moon first. WeChat public accounts have the natural advantage of having a circle of friends. For example, some articles about product operation , this group of people is particularly small, and the articles are highly recognizable, which requires the author to have a solid foundation and to conduct a thorough analysis of a website or a phenomenon. The difficulty increased suddenly, but the fans' loyalty is very high. Excellent authors can quickly gather a certain number of readers on their own official accounts by relying on their own influence. It is difficult for them to convert Jianshu into their own readers by using it as a traffic acquisition channel.

How Jianshu gained users’ trust step by step

1. In its early days, Jianshuben was an excellent editing tool that adopted a minimalist design style and did not have a complicated operation process, allowing users to create with greater confidence. Based on the starting point of "readers are authors", Jianshu began to move towards the reading platform. Most of the readers it attracted at the beginning were basically creators who came to Jianshu. By opening up the reading platform, Jianshu has more and more readers. In the community atmosphere of "exchanging stories and communicating ideas" strongly advocated by Jianshu, more and more people have joined in writing. This can be said to be a very mature case of positive feedback in the Internet unicorn growth plan.

2. How the Jianshu community cultural atmosphere was created step by step

• The first is to create community opinion leaders. The more mature ones include Xiaoliu, Chunyin, etc. The content guidance tends to be linked to money, power, youth, and struggle. However, there are many excellent and profound articles that do not conform to the mainstream content direction, quietly lying on personal homepages, waiting for lucky people to discover and absorb them.
• Secondly, there are various operational means that are conducive to building personal brand influence , such as the maintenance of Jianshu authors , the maintenance of Jianshu groups, and the Jianshu publishing plan, but they are all ruined by a notification page and a dynamic page, and the autonomy of personal homepages is very low. The setting up of operational strategies such as the joint certification of Jianshu and Sina Weibo is very attractive to such authors. It can effectively stimulate authors to supplement the content and even improve a certain chapter based on a certain topic, thereby strengthening resonance with readers and enhancing interaction between users.
• Furthermore, the overall atmosphere of Jianshu is to encourage others to write 1,000 words every day . This one sentence has captured the hearts of users and allows everyone who is unwilling to be ordinary to improve themselves and break through themselves every day, to waste time on beautiful things, etc. As a super positive energy platform, users' comments on articles are more of an encouragement to others. In contrast, Zhihu creates content by improving topics.

Problems exposed by the missing sections

Intelligent matching is not required for now, but it would be great to have a recommended topic ranking. This also reveals that Jianshu has serious problems in data statistics, data monitoring, and data tracing . Excellent articles cannot get better recommendations, and niche community circles cannot be built or are very difficult to build.

The design of the Jianshu writing environment adopts a minimalist style, which is easy and quick to use; but it is a bit unfriendly to people who have high requirements for typesetting. The typesetting experience is backward, and when inserting pictures in the background, the pictures are too large and inconvenient to adjust, and the functions are not sound; for these people, the defects of the product are exposed more seriously, and the requirements of special industries are less met, especially for creators of pictures and videos. With the continuous improvement of Internet speed and the improvement of personal professional skills, users now prefer information streams such as pictures or videos. We have not yet made any effort to tap into the crystallization of collective wisdom, and we seem to be unable to cope with the operation of special topics. The main direction of reading guidance is still biased towards fragmented reading. We need to further guide authors to continuously output special content and jointly present better quality content.

There is a lack of a complete information diversion design system. The most basic thing is the lack of design for the previous page, next page, basic buttons, and module design for recommended homepages and recommended articles. Secondly, the interaction effect of the friend circle is poor, and there is too much spam in the information flow. But if this is the case, there is a lot of room for change in the future. This section plays a very important role in maintaining connections between users and enhancing user experience through effective information flow.

For example, if the guidance for sharing to the circle of friends is the author's introduction, the effect will be better than downloading the Jianshu app, etc. In addition, it can also effectively count user sources and author background data, etc. Every product has a certain period of adjustment before it can be used, including Jianshu. However, Jianshu needs to improve on the design details of its products, as many buttons are hidden quite deep. The early versions were OK, but the latest versions are much more difficult.

How to understand the community culture of a community

Community culture is the soul of a community, and community culture is reflected through the community information flow; when the content production platform is constantly adding content, the information will become diverse, and reasonable classification can guide users. Excellent video websites all guide in this way, but we must take into account the existence of small circles. This group may be the most loyal users of a website. How to make this information better serve users is not just about increasing the number of articles and improving their quality.

The content on Jianshu is roughly divided into skill articles and life articles. The positioning of Jianshu platform has always been centered around the phrase "face yourself and move forward (unofficial term)", and for a long time no other platform will appear or it will be difficult to surpass it. A big part of the reason for the decline of Mop is that the emergence of Weibo replaced the "disclosure" function of Mop. The information flow consisting of a few sentences should be supported around the two sentences of "face yourself and move forward". Although the early PC terminal was not friendly to this kind of information flow, the mobile terminal is now very friendly to this kind of information flow, which can strengthen the communication between the two sides. The emergence of this kind of information flow can well enter a circle; with the help of the unique editing experience of the mobile terminal, this kind of information flow is very suitable.

Thinking : Can Jianshu also design a “ Headline Index ” similar to Toutiao?

At the beginning, I felt that the writing environment of this platform was relatively simple, and I didn’t think about sharing it. Later, I saw that many users only wrote a few dozen words, but there was no reading volume or interaction. His position is to exchange stories and communicate ideas. The reason for my need is, firstly, a derivative demand of this platform, and secondly, this platform does not provide any guidance (it does not disturb users, and there are very few such clean and pure platforms). This kind of problem should take into account the reading situation. Jianshu should strengthen its guiding design and section design in this regard.

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