How A Quiet Developer Built Goodreads.com Into Book Community Of 2.6+ Million Members - with Otis Chandler - Business Podcast for Startups

How A Quiet Developer Built Goodreads.com Into Book Community Of 2.6+ Million Members - with Otis Chandler - Business Podcast for Startups

"You Won’t Finish This Article"

In the age of social media and information overload, it has become increasingly common for people to share articles without actually reading them. A study conducted by Schwartz found that there is a weak relationship between scroll depth and sharing. In fact, only a small number of people read articles in their entirety.

This phenomenon raises an interesting question - if people are not fully reading the articles they share, what does this mean for the content creators and publishers? Does it devalue their work? And how does this affect the readers themselves?

The story of how Otis Chandler built Goodreads.com provides some valuable insights into these questions. When Chandler and his team first launched Goodreads, they relied heavily on organic growth through word-of-mouth. They sent out emails to friends and friends of friends, slowly building a community of book lovers. However, it was not until Mashable picked up their story that they experienced a significant surge in users. Bloggers started writing about Goodreads, sharing their excitement and urging others to join the platform.

This highlights an important aspect of viral growth - the product needs to be useful, especially when friends are involved. Goodreads was designed to allow users to see what their friends were reading and get excited about reading through their friends' recommendations. The homepage was designed as a news feed, showing users what their friends had recently read, their thoughts, and the discussions taking place in groups. By creating a platform that allowed users to engage with their friends and discover new books, Goodreads kept users coming back for more.

Retention was another key factor in Goodreads' success. After users added all the books they wanted to their profile, there needed to be more for them to do. This is where discussion groups came in. The Sci-Fi and Fantasy group on Goodreads became a hub of activity, with users passionately discussing the books they were reading. By providing users with a platform to connect with like-minded individuals, Goodreads ensured that users had a reason to stay engaged and continue using the platform.

But what about the articles themselves? If people are not reading them, does it really matter how much effort goes into creating high-quality content? The truth is, the value of an article goes beyond just being read. While articles that are read deeply may not generate a lot of tweets, they can still have a meaningful impact on the readers who do engage with them. A well-written article can educate, inspire, and spark conversation among those who take the time to read it.

So, what can content creators and publishers do in light of this information? Here are three actionable pieces of advice:

1. Focus on quality over quantity: Instead of churning out countless articles, put effort into creating well-researched and thought-provoking pieces. While they may not generate as many shares, they have the potential to make a lasting impact on the readers who do engage with them.

2. Engage with your audience: Building a community around your content is crucial. Encourage readers to leave comments, share their thoughts, and engage in discussions. By fostering a sense of community, you can create a loyal following who will actively seek out and read your articles.

3. Adapt to the changing landscape: Recognize that the way people consume content is evolving. Embrace new formats, such as podcasts or videos, to reach a wider audience. Experiment with different ways of presenting your content to cater to the preferences of your target audience.

In conclusion, the study on article sharing behavior may be disheartening for content creators and publishers. However, it is essential to remember that the value of an article extends beyond just being read. By focusing on quality, engaging with your audience, and adapting to the changing landscape, you can continue to create meaningful content that resonates with those who do take the time to read it.