How Highlights on Medium changed publishing forever | productboard

How Highlights on Medium changed publishing forever | productboard

"What 5 years at Reddit taught us about building for a highly opinionated user base"

Introduction:

In today's digital age, online platforms have revolutionized the way we consume and interact with content. Two platforms, Medium and Reddit, have made significant strides in transforming the publishing industry and catering to highly opinionated user bases. In this article, we will explore the impact of Medium's Highlights feature and Reddit's experience with building for a passionate community.

Medium's Highlights: Enhancing Engagement and Feedback

Medium, a popular online publishing platform, introduced the Highlights feature to make sharing writing easier and foster a community of engaged readers and writers. By allowing users to highlight and share specific passages, Medium created a more social reading experience. This feature not only increased engagement but also provided valuable feedback for writers to improve their content. Through Highlights, Medium established itself as a leading online publishing platform, attracting both readers and writers alike.

The Power of Engagement Metrics:

Medium's success with Highlights highlights the importance of measuring meaningful engagement metrics rather than vanity metrics like views or clicks. While reaching a larger audience is essential, depth and engagement play a crucial role in creating a valuable user experience. By focusing on metrics that truly measure the value users are getting from the product, companies can prioritize features that enhance user satisfaction and retention.

Lessons from Reddit: Building for a Passionate Community

Reddit, a platform known for its passionate user base, offers valuable insights into building for a highly opinionated community. Reddit faced challenges when the community displayed intense ownership of the product, leading to a strike and the ousting of the CEO. However, Reddit's experience taught valuable lessons for navigating such situations.

1. Identify and measure your Trust Vault:

Building trust with your user base is crucial, especially when dealing with a highly opinionated community. Reddit introduced the concept of the Trust Vault, measuring the level of trust users have in the company and its teams. By regularly assessing trust scores and addressing concerns, companies can mitigate potential conflicts and build stronger relationships with their users.

2. Find the right customer voices to listen to:

When receiving feedback, it's important to distinguish between the loudest voices and the opinions of the general user base. Often, the most vocal users may not represent the majority or the ideal customer profile. By carefully considering feedback from significant portions of the user base and influential users, companies can make informed decisions that align with user needs.

3. Take actual discussion out of the public square:

Public forums may not always be conducive to nuanced product discussions. Reddit learned that forming an advisory council, consisting of passionate community representatives, created a safe and private space for meaningful discussions. By engaging with this group, companies can gain clarity, alignment, and valuable insights.

Conclusion:

The success of Medium's Highlights feature and Reddit's experience with building for a passionate community offer valuable lessons for companies looking to enhance user engagement and cater to opinionated users. By prioritizing meaningful engagement metrics, identifying and listening to the right customer voices, and creating spaces for thoughtful discussions, companies can build trust and create products that resonate with their user base. In a rapidly evolving digital landscape, these insights can drive sustainable growth and foster strong user relationships.

Actionable Advice:

1. Evaluate your metrics: Assess whether your current metrics truly measure the value users are getting from your product. Identify a single metric that aligns with user satisfaction and prioritize features accordingly.

2. Listen to the right voices: When gathering feedback, consider the opinions of significant portions of your user base and influential users. Avoid getting swayed by the loudest voices that may not represent the majority.

3. Create a safe space for discussions: Establish an advisory council or similar group where passionate community representatives can discuss and ideate in a private setting. Foster a culture that rewards candid feedback and encourages thoughtful discussions.

By implementing these actionable advice, companies can navigate the challenges of building for opinionated users and create products that resonate with their target audience.