A good content creation-operation mechanism is the key to the long-term survival of the UGC community. A good content incentive mechanism can bring a steady stream of high-quality content to the community and form a virtuous circle.
Have you encountered these questions: Why is the community posting rate so low? Why is there so little interaction? Why do creators lose so quickly? Why is the activity of the community getting worse day by day?
These are the problems that most communities will encounter, especially in the cold start stage, and often the cold start fails because these problems are not properly solved, and eventually the community becomes a backwater, and all internal operators are pouring water into each other.
The reason is that there is a lack of a complete set of content operation mechanisms, including content creation, content distribution, interactive feedback, and content re-creation. This complete set of "industry chain" has not been established, which may lead to problems. That is: less product output, less sales, low consumer awareness, low profits, less output, and finally bankruptcy.
Generally speaking, the underlying operation mechanism of content consists of three parts: content creation scenarios, content distribution links, and result feedback. To support this set of circulation mechanisms, in addition to the need for strong operations, the product level also needs to build a complete The content motivates the closed loop.
1. Basic structure
1. Content Production
The core task is to increase the number country email list and frequency of user-created content. Generally speaking, there are two ideas:
Lower the threshold for content creation, such as providing simple and easy-to-use creation tools; structured guidance for content creation; setting standards for high-quality content; more mature, there is a dedicated creator center, which provides creators with a variety of high-quality cases and growth paths etc., for creators to learn;
Increase the creation scene, for different groups of people, different scenes, different times, etc., increase the guide creation entry that conforms to the user's mood.
2. Talent System
The establishment of a talent system is essentially to build a special task system, and educate users to recognize the growth path of talent by completing tasks. The master system generally involves two modules: the task growth system and the reward, which tell the user how to become an adult and the privileges after becoming a master.
3. Interactive feedback
Interactive feedback can be divided into two modules:
The establishment of the relationship chain: In essence, it is to improve the distribution channels of content within the product. In addition to the regular attention to the author, there are also aggregation distribution through various tags, locations, commodities, etc., and the product needs to be distributed in more scenarios. guide users to pay attention;
Dynamic activity is relatively simple: basically it is to like, comment, share and collect, and some products have their own unique interaction methods, such as coin-operated at station B, and instant avatars. Dynamic and active guidance has less place to make a fuss on the product, and generally will not appear again except for novice guidance.
4. Content Distribution
Content distribution, that is, a content recommendation system, transmits the produced content to readers more efficiently through the correlation of content, users and tags. Combined with the relationship chain mentioned above, it is basically the content distribution of all content-based products. mode.
This article will mainly analyze "content production" and "interactive feedback", and list some common practical strategies.