The Power of Highlights and the Content Network Effect: How Medium and TikTok Revolutionized Publishing

The Power of Highlights and the Content Network Effect: How Medium and TikTok Revolutionized Publishing

In the world of publishing and content creation, two platforms have made a significant impact by introducing innovative features that have changed the way we engage with and consume content. Medium, a popular blogging platform, and TikTok, a Chinese music/video app, have both leveraged unique concepts to create a more interactive and engaging user experience.

Medium, with its goal of being a platform for both stream-of-consciousness conversation and long-form writing, faced the challenge of measuring value in a way that goes beyond vanity metrics like views or clicks. Their solution? Highlights. This feature allows readers to mark specific phrases, sentences, or paragraphs in Medium articles, giving them a more granular way to engage with the content. Instead of just scanning the top points, readers are encouraged to pay attention and interact with the material.

For authors, Highlights provide invaluable feedback. Each time a passage is highlighted, the author receives a notification, allowing them to see which parts of their articles are resonating with readers. This feedback helps writers understand what engages their audience and gives them direction on how to improve their writing. By knowing which parts of their posts are most engaging, authors can write more compelling content and build a bigger audience on Medium.

Furthermore, Medium expanded on the Highlights feature by introducing Highlight Responses. This allows readers to respond directly to Highlights, leading to deeper discussions and higher engagement. The visual design of Highlights was also improved to match the custom color schemes of each publication, creating a cohesive and visually appealing reading experience.

The success of Medium's Highlights feature can be attributed to their focus on engagement. The platform optimized every product decision around a single key performance indicator (KPI): Total Time Reading (TTR), or how long visitors spend reading. By prioritizing depth and engagement over reaching a larger audience, Medium has created a platform that truly adds value to its users.

TikTok, on the other hand, has achieved what can be called a "content network effect." Each piece of content uploaded to the app adds value to the rest, making every future potential video more valuable. TikTok serves as a bottomless well of inspiration, as every song, dance, joke, prank, and monologue generates resources for other creators to exploit. This concept of "remixability" has lowered the bar for producing user-generated content, as individuals can take existing content and put their unique spin on it.

The beauty of TikTok lies in its ability to facilitate remixes and allow users to interpret ideas in new and creative ways. It's not about sharing what you're up to like Stories on Instagram or Facebook. Instead, TikTok is a platform for micro-entertainment, powered by the content network effect. Each video uploaded adds value to the entire ecosystem, creating a continuous cycle of inspiration and creativity.

So what can we learn from these two platforms and their unique features? Here are three actionable tips:

1. Focus on engagement metrics: Vanity metrics like views or clicks may not truly measure the value users are getting from your product. Find a metric that accurately reflects engagement and the depth of interaction with your content.

2. Start small and iterate: Both Medium and TikTok started with a core feature and iterated as they learned more about how users were using their platforms. Don't try to build a complex product from the start. Start with a minimal viable product and adapt as you gather feedback and insights.

3. Embrace diversity in user behavior: Don't assume that everyone uses your product in the same way. Allow flexibility for users to engage with your content in their unique ways, whether it's through highlighting, remixing, or any other form of interaction.

In conclusion, Medium and TikTok have revolutionized publishing by introducing features that prioritize engagement and creativity. Highlights on Medium have given readers a more granular way to engage with content, while TikTok's content network effect has created a bottomless well of inspiration for creators. By incorporating these lessons into your own publishing or content creation strategy, you can create a more engaging and valuable experience for your audience.