“Jike APP” UGC community operation skills!

Community is a good product, but it is also a complex product. For UGC content communities, content dilution and community aging are two inevitable trends, which requires good platform rules and atmosphere to be extremely important. At this point right now, how is the performance? The article analyzes this, let’s take a look~

1. Some thoughts on UGC content community

UGC community, the full name of which is User Generated Content, is different from the PGC community. The content providers and consumers of UGC must be the same group of people , which leads to an unstable supply level. Under this premise, good platform rules and platform atmosphere are extremely important, because the community is a typical two-sided market, and an imbalance on either end will lead to a sharp decline in the community experience.

I personally tend to divide the behavior of community users into two parts: producing content and consuming content. So why are users willing to produce and consume content in the community?

UGC community user side breakdown diagram

Regarding the community atmosphere, there is another point that is not easy to mention in the picture, which is the interaction between community operators and ordinary users. This kind of official interaction greatly enhances the user's sense of belonging. In the early days, Mr. Wa, the founder of Jike, arranged for a robot to like the first Jike dynamic of all new users. Later, it was changed to manual, including today's Jike return. The official will like all users who post return dynamics. This may be an important factor why users have such a strong sense of identity with Jike.

At the same time, there are always two trends in the community: one is the dilution of content and the generalization of vertical communities, and the other is the aging of the community.

1. Content dilution and generalization of vertical communities

In the early days, vertical communities attracted a large number of highly matched users because their content was vertical enough, that is, they attracted seed users through the communication needs on specific topics. After seed users form a sense of belonging to the community, they will definitely generalize their interests and express them on the platform. This part of content is invalid information and "low-quality" content for specific topics. If the platform does not deal with it, the result will definitely be the dilution of the community. However, carrying out this processing will cause users' sense of belonging to the community to drop sharply. "I" treat "you" as a family member and share my daily life with you, but "you" think that my content is watery. How unreasonable!

As a result, the emotional connection between users and the community continues to weaken, eventually leading to the loss of old users.

So, can vertical communities always remain vertical?

It is difficult. First, as mentioned above, if the verticality is maintained, old users will leave and the novelty of new users will decrease. Since the value provided by the community is limited, it will gradually become less active.

The second is that in the domestic Internet environment, the platform, as a two-sided market, cannot be "small and beautiful" because the characteristics of the two-sided market require that content supply and consumption must go hand in hand. Small means weak supply and the community is fragile and has collapsed. In addition, there is pressure based on capital, which goes without saying.

2. Community Aging

For UGC communities, the problem of community aging will always exist, and it is very, very difficult to keep the community in a dynamic state. For thoughts on this part, you can read an article I wrote before: Why are Chinese Internet forums entering their twilight years? PS: You can take a closer look at the decomposition diagram, which condenses most of my thoughts on the community.

2. What enlightenment can we get from the present moment?

From my personal experience, community building on Jike is very worth learning. In terms of the product, what impressed me the most is that the immediate attention (dynamic page) and recommendation page are watchable and can produce a flow experience.

Instant recommendation and attention page

Compare the recommendation page and follow page of Tieba.

Recommended and followed pages of Tieba

It is visibly visible that people have less desire to browse Tieba, so what is the reason for this difference?

1. Differences in recommendation strategies

As for the recommendation strategy, I dare not make a conclusion without specific internal contact, but I guess that Jike is currently based on the circle you follow, extending it to similar circles, and then pushing high-quality/high-popularity content in the circle. The high granularity ensures that each circle has sufficient content, and the popular content in the circle is likely to be content that people who use mobile phones and digital devices like to watch, so the recommendations will not be wrong. But Tieba definitely cannot do this, and it is even more difficult to operate on Tieba . Why?

Because there are fundamental differences between the two communities.

For Jike users, you are first a Jiker, and then a user of a certain circle . To the outside world, users of Jike will always say that they are users of Jike, and will never say that they are users of every circle of Jike (such as "Daily Life of Product Manager"). This is because the user attributes of Jike itself are relatively vertical, and the interests and hobbies emanating from the Internet population are also relatively fixed. As far as I see it, there are no positions like forum owners in the circles now. It is completely self-managed, and there are no activities within the circle.

As for Tieba users, they are first the elders of a certain Tieba (such as the Anti-Pressure Tieba), and then they are Tieba users . They do not have any deeper feelings for Tieba, but they have a strong sense of belonging and identity to a specific Tieba.

This results in completely different properties between the circles on Moments and individual forums. On Moments, the content posted in your circles must be very vertical. Users generally do not enter the circle first and then post. Instead, they edit the content on the homepage when they think of something and choose a specific circle to send it to.

Furthermore, the content of a single forum is also complex, especially the large ones, where you can see content from all walks of life and all aspects of life.

If Tieba adopts this recommendation strategy, the content that comes out will definitely not be highly matched.

2. Differences in content presentation

In terms of content presentation, the two are actually quite similar, with the main difference being that the information density displayed instantly is higher. The display area of ​​each block of content is smaller on Jike. Basically, one screen can display three contents, while Tieba can only display two. This increases the tolerance of recommendations on Jike, because users can get more content on a screen, and the requirements for a single recommendation will be reduced. At the same time, Jike displays hot comments/excellent comments, which I always think Tieba should add, because it can make posts more interactive and display recommended content in more dimensions.

Another point is that the poster's personal profile will be displayed immediately. This form can encourage users to pay attention. Sometimes the content is not very attractive to you, but the user profile is very attractive to you, so you may click on the poster's homepage to browse other content he has posted.

3. Advertising distracts users’ attention

Finally, Jike is currently relatively restrained in its use of advertisements. At least I haven’t seen any advertisements on the homepage or in the circles. However, due to revenue pressure, Tieba has been unable to eradicate advertisements. So is it possible to improve the form of advertisement presentation to minimize the disruption to the user experience? I haven’t thought of a good method myself. If you have a good method, you are welcome to leave a message for discussion.

Summarize

As a product that has "resurrected from the dead" and is loved by people, Jike has many advantages. Recently, I have been talking crazily on Jike. If there are students who like to listen to nonsense, you can pay attention to it. Immediate user name: Follow the Night.

Author: Follow the Night

Source: The road to product advancement for Internet rookies