The Rise of The Curator Economy: Insights from Allen Zhang and WeChat

The Rise of The Curator Economy: Insights from Allen Zhang and WeChat

In today's digital age, the amount of content available to us is overwhelming. With the rise of social media and other online platforms, we are bombarded with information from all directions. In an attempt to make sense of this vast ocean of content, the role of curators has become increasingly important.

Curating content is not just about sorting and organizing information. It is also about creating a context and providing value to the audience. As Allen Zhang, the father of WeChat, puts it, "curating content is creating contextual data for people." In other words, curators play a crucial role in shaping the narrative and helping users find relevant and meaningful information.

However, the task of curating content is not without its challenges. One of the main issues is the limitations of artificial intelligence (AI) in understanding the content and its context fully. AI algorithms may inadvertently share harmful content or make inappropriate recommendations. This highlights the need for human curators who can bring a level of discernment and understanding that AI currently lacks.

Furthermore, the sheer volume of content available makes it increasingly difficult to find the information we are looking for. As a result, frustration sets in, and users may feel overwhelmed and disengaged. This is where skilled curators come in. They have the ability to sift through the noise and present users with the most relevant and valuable content.

Allen Zhang's approach to product management provides valuable insights into the art of curation. He believes that product managers should be "literary and artistic youth" rather than solely logic-driven. This means that they should approach their work with creativity and intuition, combining intuitive design, human psychology, and technological feasibility. By doing so, they can create products that are not just commercially viable but also works of art.

WeChat, under Allen Zhang's leadership, follows the "Grand Design" approach to innovation. This top-down management style ensures that all features go through Allen for approval, resulting in a singular and coherent product identity. This approach is essential in maintaining the integrity and user experience of the platform.

Allen also draws inspiration from Dieter Rams, a renowned industrial designer, in his design process. He believes that both hardware and software products are tools and should adhere to certain principles. These principles include innovativeness, usefulness, beauty, ease of use, unobtrusiveness, honesty, timelessness, attention to detail, and environmental friendliness. By following these principles, Allen ensures that WeChat's design is user-centered and focused on creating the best tool possible.

Another unique aspect of WeChat's approach to product management is its emphasis on getting users out of the app as fast as possible. Allen believes that technology should be used to increase efficiency and productivity. To encourage face-to-face interactions, WeChat ran a campaign in 2018 urging users to put down their phones and meet their friends in person. This demonstrates WeChat's commitment to serving human connection and delight rather than keeping users glued to their screens.

Allen's philosophy revolves around putting the user first. He believes that treating users with genuine empathy is the key to creating products that stand the test of time. WeChat limits advertisements in its social feed to just two per day, despite the potential for significant advertising revenue. This decision is driven by the respect for users and the desire to prioritize their needs and experience over monetization.

Furthermore, Allen believes in empowering creators and enabling them to make money off their authentic and quality content. WeChat enables tipping directly to creators, allowing them to cultivate value and monetize their work. This approach not only supports creators but also ensures that the platform remains a hub of quality content.

WeChat's commitment to quality extends beyond empowering creators. Allen believes that platforms have a responsibility to deliver breadth and diversity of content while maintaining its quality. He emphasizes that what users see and read shapes their thoughts and who they become. By offering high-quality content and empowering users to choose what they consume, WeChat aims to create a platform that enriches users' lives.

Allen's approach to product management goes beyond just focusing on monetary KPIs. He believes that the job of product managers is to create meaningful products that provide value to users. By following the 10/100/1000 principle, which involves conducting user interviews, reading user blogs, and collecting feedback from user experiences, product managers ensure that they stay connected to the users' needs and desires.

However, Allen also emphasizes the importance of selectivity in user research. Not every user request should be implemented, as it can lead to increased complexity and a loss of coherence. Instead, decisions should be made based on good principles such as coherence with the existing design and simplicity.

Allen's approach to product management is driven by a deep understanding of human nature and the power of socialization. He recognizes that socialization is a core human need and that products should alleviate stress and foster authentic connections. WeChat's "Moments" feature, which allows users to post photos of their lives, serves as a platform for users to express themselves and connect with others.

In conclusion, the rise of the curator economy is a response to the overwhelming amount of content available to users. Skilled curators play a crucial role in helping users navigate this vast landscape and find relevant and valuable information. Allen Zhang's insights from his work with WeChat provide valuable lessons for product managers and curators alike.

Actionable Advice:

1. Prioritize user experience and empathy: When curating content or creating products, always put the user's needs and experience first. Treat users with genuine empathy and create products that serve their needs.

2. Focus on quality over quantity: In a world of information overload, quality becomes paramount. Curate and create content that is high-quality and provides value to the audience. Don't sacrifice coherence and simplicity for the sake of quantity.

3. Embrace selectivity and good principles: When making decisions about what content to curate or what features to implement, be selective and base your decisions on good principles. Consider factors such as coherence with the existing design and simplicity.

By following these actionable advice, curators and product managers can create meaningful and valuable experiences for their users. The rise of the curator economy is an opportunity to shape the narrative and provide users with the content they need and desire.