The Personality of Your Product: Building Fun Social Products That Work

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Sep 17, 2023
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The Personality of Your Product: Building Fun Social Products That Work
When it comes to building social products, one crucial factor that determines its success is the perception of fun. Your customers need to describe your app as fun in order for it to thrive. Fun is a basic feeling that you must achieve. It surpasses physical location or any other superficial aspect of your product. Instead, the personality of your product depends on the leader of your product team. It is essential to define the personality of your product by picking a few words that resonate in your mind. To gain a deeper understanding, it is also important to seek the opinions of your teammates.
The concept of fun in social products is a powerful driver of engagement. Users are naturally drawn to experiences that evoke positive emotions and provide enjoyment. When your product is perceived as fun, it creates a sense of excitement and encourages users to continue using it. This is why it is crucial to prioritize the fun factor when developing social products. Incorporating elements such as gamification, interactive features, and vibrant visuals can contribute to the overall fun experience.
While fun is a primary focus, it is also important to consider the alignment of value with the end-user. Google Search, for example, is a widely used platform that prioritizes the user experience. However, its main purpose is to serve as a distribution channel for Google's search engine. This raises questions about the priorities of Chrome/Chromium, which is often associated with Google Search. Should the omni-bar prioritize browser history over search results? The answer may vary between Google and its users. Open source platforms, on the other hand, have the advantage of aligning value with the end-user. This ensures that the distribution channel remains focused on the user experience.
One example of a platform that disrupted a Google product is Pinterest. While Google Images has seen minimal innovation in the past decade, Pinterest has built an entire business based on disrupting image search. The reason behind this success lies in the fact that Google doesn't show ads on Image Search. This lack of monetization opportunity opened the door for competitors to step in and offer a more engaging and visually appealing alternative. This highlights the importance of continuously innovating and adapting to market demands to stay competitive.
Google's strength lies in its ability to offer free services to users. Search, in particular, holds immense value for individuals and businesses alike. Research conducted by Erik Brynjolfsson at Stanford University revealed that the average user would require compensation of $17,000 to forego search engines for a year. This demonstrates the significant impact that search has on our daily lives. Moreover, Google's average revenue per user (ARPU) for search is remarkably high, estimated to be between $100 and $250 per year. This raises an interesting question: would users be willing to pay such a hefty amount for search? To compete with Google, alternative platforms must generate a higher ARPU or adopt a completely different business model.
In conclusion, the personality of your product plays a crucial role in its success. Building social products that are perceived as fun is essential for engagement and user retention. Additionally, aligning value with the end-user ensures that the distribution channel remains focused on providing a positive user experience. Disruptions in the market, such as Pinterest's success in image search, highlight the importance of continuous innovation. Finally, to challenge giants like Google, alternative platforms must either generate a higher ARPU or adopt a unique business model. By incorporating these insights into your product strategy, you can create a compelling and successful social product.
Actionable Advice:
- 1. Prioritize fun: Ensure that your social product evokes positive emotions and provides an enjoyable experience for users. Incorporate gamification and interactive features to enhance the overall fun factor.
- 2. Innovate and adapt: Continuously invest in research and development to stay ahead of the competition. Monitor market demands and trends to identify opportunities for disruption and improvement.
- 3. Align value with the end-user: Focus on providing value to your users rather than solely prioritizing monetization. By aligning the distribution channel with the user experience, you can create a loyal user base and gain a competitive edge.
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