How Highlights and Core Actions Drive User Engagement and Growth on Medium

How Highlights and Core Actions Drive User Engagement and Growth on Medium

Introduction:
In the ever-evolving landscape of digital platforms, user engagement is crucial for sustainable growth. Two key elements that have contributed to the success of Medium as a leading online publishing platform are the Highlights feature and the concept of core actions. These features have not only transformed the way content is shared and consumed but have also fostered a strong community of readers and writers. This article will explore how Highlights and core actions have shaped user engagement and growth on Medium, and provide actionable advice for other products seeking to enhance their user experience and drive meaningful engagement.

The Power of Core Actions:
Core actions can be considered as the foundation and essence of a product. They are the actions that users must complete in order to derive value from the product. For example, pinning on Pinterest, tweeting on Twitter, or uploading videos on YouTube are core actions that define the purpose of these platforms. Focusing on growing the number of users alone without ensuring an increase in users completing core actions is akin to empty calories in growth - it may feel good temporarily but lacks long-term sustenance. If a growing number of users fail to continue completing core actions, a product's momentum will eventually peter out.

Highlights: Transforming Publishing on Medium:
Highlights on Medium has been a game-changer in the world of online publishing. It enables users to engage with content in a more interactive and social manner. Rather than relying on vanity metrics like views or clicks, Medium prioritizes depth and engagement. Highlights allow readers to engage with content on a deeper level by resonating with insights, capturing ideas for later reference, sharing passages on other platforms, or even expressing disagreement. This feature has transformed the reading experience into a more social and interactive one, making Medium stand out as a unique blogging platform.

The Value of Feedback and Engagement:
For writers, feedback is invaluable. Highlights provide Medium authors with direct feedback from their audience, helping them understand which parts of their posts are most engaging and worthwhile. This not only gratifies writers but also attracts the best talent to the platform. The high readership and engagement on Medium are rewarded financially, leading to the sharing of quality posts and the growth of the platform. This highlights the importance of creating a feedback loop within a product, where users can actively engage and provide valuable insights to improve the overall experience.

Lessons Learned from Medium's Success:

1. Prioritize depth of engagement over vanity metrics: When your product adds value to users and encourages deeper engagement, it becomes more "sticky," leading to higher user retention and sustainable growth. Rethink your metrics to ensure they measure true engagement rather than superficial vanity metrics.
2. Rank features based on impact on the one metric that matters: Identify a single metric that best measures the value users derive from your product. Rank features on your product roadmap based on their estimated impact on this metric. This helps prioritize features that truly enhance user experience and drive meaningful engagement.
3. Embrace user feedback and learnings: Real user feedback is invaluable for improving and refining your product. Whether it comes from external users or internal employees, actively seek and incorporate feedback to continuously enhance the user experience.

Conclusion:
Medium's success can be attributed to its focus on core actions and the introduction of the Highlights feature. By prioritizing depth of engagement over vanity metrics, Medium has created a thriving community of readers and writers. The platform's emphasis on user feedback and learnings has allowed it to continually improve and adapt to user needs. By incorporating these lessons into your own product, you can drive meaningful engagement, enhance the user experience, and achieve sustainable growth. Remember, it's not just about growing the number of users but ensuring they are actively completing core actions and deriving value from your product.