The Importance of Core Actions and Product Channel Fit in Driving Growth

The Importance of Core Actions and Product Channel Fit in Driving Growth

Introduction:
In the world of product growth, there are two crucial elements that determine long-term success: core actions and product channel fit. Without these key factors, a product's growth may feel good initially, but will ultimately lack substance. This article explores the significance of core actions and product channel fit, using examples from popular platforms like Pinterest, Twitter, Instagram, and Snapchat.

Core Actions: The Foundation of Product Growth
Core actions are the fundamental actions that define a product's purpose and essence. Without these actions, the product would cease to exist. For instance, Pinterest relies on pinning, while Twitter thrives on tweeting. These actions are not only essential for the platform's functionality, but also for user engagement and growth.

Understanding the Engagement Hierarchy
While gaining a large number of users is undoubtedly important, it is equally crucial to ensure that these users are actively completing the core action. Focusing solely on increasing the total number of users without driving core action completion is akin to consuming empty calories. It may feel good temporarily, but it lacks long-term sustenance.

The Role of Engagement in Product Momentum
A growing number of users completing the core action is vital for a product's momentum. For example, on Twitter, people are motivated to tweet because they know others will read and engage with their tweets. This necessitates a good new user experience, where individuals understand how to write a tweet and engage with others through likes and replies. Neglecting the growth of core action completion can lead to a decline in a product's momentum, ultimately resulting in stagnation.

Product Channel Fit: Instagram and Twitter's Synergy
In 2010, Instagram emerged as the go-to platform for sharing photos on Twitter. At the time, Twitter lacked the ability to host photos itself. Instagram's visually appealing filters made it the preferred choice for tweeting photos. Prominent figures like Justin Bieber and Snoop Dogg joined the trend, further boosting Instagram's popularity. This symbiotic relationship between Instagram and Twitter exemplifies the concept of product channel fit.

The Importance of Product Channel Fit
Product channel fit refers to the alignment between a product and the platform it is integrated with. In the case of Instagram and Twitter, Instagram filled the gap in Twitter's photo-sharing capabilities. Users who shared photos on Twitter through Instagram were either Instagram enthusiasts looking to expand their follower base or Twitter users seeking to enhance their network through visually appealing content. This compatibility between the two platforms contributed to their mutual growth and success.