The Power of Entertainment Value and User-Generated Content

The Power of Entertainment Value and User-Generated Content

Introduction:

In today's digital landscape, successful mobile video apps have revolutionized the way we consume and share content. The key to their success lies in their ability to provide both high production value and social value, creating a unique entertainment experience for users. This article explores the concept of the Entertainment Value Curve and how it has shaped the rise of popular platforms like TikTok, while also shedding light on the struggles faced by Quibi. Additionally, we delve into the story of how Pinterest transformed from a collection hobby into a thriving product without compromising user experience for monetization.

The Entertainment Value Curve:

The Entertainment Value Curve is a formula that combines production value and social value to generate an efficient frontier of product/market fit. This curve reveals how different platforms prioritize these values and offer unique viewing experiences. On one end of the spectrum, Snapchat provides low production value content but high social value through its AR lenses, enabling anyone to create fun content. Instagram, on the other hand, has strategically increased its entertainment value by lowering the production bar and making lower-quality content readily accessible through features like IG Stories and the Explore feed. TikTok takes this a step further by prioritizing topical and socially connected content, while YouTube offers a vast library of content with varying production values. Netflix, at the opposite end of the curve, provides high production value shows with limited social value due to the lack of personal connection between viewers and creators.

The Rise of TikTok:

TikTok has disrupted the entertainment industry by understanding the power of snackable content and social media. By allowing users to create and share 15-60 second clips that loop infinitely, TikTok has made sharing content akin to giving a gift for Gen Z. The platform breaks down the wall between the audience and the creator, fostering a sense of personal connection. The algorithm, designed to give new content a chance at virality, levels the playing field for creators and encourages authenticity. With kids spending an average of 80 minutes a day on TikTok, the platform has successfully created an entertainment engagement loop where creation drives consumption, consumption drives conversation, and conversation drives creation.

Pinterest's Unique Approach:

Pinterest's founder, Ben Silbermann, recognized the need for a platform where people could share their collections and showcase their interests. The early users, primarily designers and bloggers, set the tone for the platform's direction. Silbermann believed in the power of small ideas and saw the potential in the growing graph of people and their interests. However, when it came to monetization, Pinterest prioritized user experience over commodifying user actions. They understood that cheapening the experience for the sake of monetization would ultimately hinder the platform's success.

Actionable Advice:

• 1. Embrace user-generated content: Encourage users to create and share their own content, fostering a sense of personal connection and increasing social value.

• 2. Lower the production bar: Consider ways to make content creation more accessible, allowing a wider range of users to participate and contribute.

• 3. Prioritize user experience: Focus on creating a seamless and enjoyable experience for users, rather than solely focusing on monetization. By prioritizing user satisfaction, monetization opportunities will naturally follow.

Conclusion:

The rise of successful mobile video apps like TikTok and the transformation of Pinterest highlight the importance of entertainment value and user-generated content. By understanding the Entertainment Value Curve and finding the right balance between production value and social value, platforms can create engaging and shareable experiences for users. Embracing user-generated content, lowering the production bar, and prioritizing user experience are crucial steps towards building a successful platform in today's digital landscape.