TikTok is an app that was designed exclusively for engagement. That's why it's smashing every other social media platform in that regard. It's an interesting case study for anyone who wants to build an engaging product with high growth.I have spent more than 20h analyzing it. Here is one of the key lessons I learned from it.Build An Influencer EconomyTikTok designed an alternative economy were your views are like your wealth. And that wealth is spread between users similarly to how money is spread in the world.The top 1% have most of it. They are the faces of the app. They inspire others to become creators and follow that path. They look like average everyday people who were able to achieve massive success, so it makes you believe "if they did, then maybe I can do it too".This pushes the masses to participate in the economy and try to win. Even if the majority of them will stay "poor" or "middle class", seeing the top 1% gives them the motivation to continue.But only 1% reaches that success, the rest of the users are "poor" or "middle class". They don't get as many views and followers. They are more like consumers, they drive all the traffic that the top 1% collects, and they produce content in the hope of joining that 1% one day.However, in an economy, not everyone participates the same way. You have to identify the power users, those who will be the most active members of the economy. It's important that the top 1% inspires them the most. On TikTok, the power users are kids and teenagers. That's why the top users TikTok promotes are all mostly between 14 and 18 years old. They represent the community of power users and sell them "the dream".Essentially they created a system where everyone wants to participate and everyone wants to win. Everything is done to reinforce that.➜ THE LESSON: To get large engagement, create an economy where people are inspired by the top users, and the wealth is represented by your engagement metric.***Hope you like it! This is a snippet of a video I made. It was too long to post the other 6 insights here. You can find the rest on my YouTube channel. I make other analyses like this one if you are interested in that stuff :) see hubwealthy.com/wealthy
0 comments:
Post a Comment