Designing a better reading experience with Matter: Why most online communities fail — and how to build a better one!

Designing a better reading experience with Matter: Why most online communities fail — and how to build a better one!

In today's digital age, reading online has become a multi-faceted experience. It involves deciding what to read, the act of reading itself, and what we do with the knowledge we gain afterward. For many of us, read-it-later apps have become an essential tool. However, the first generation of these apps lacked certain features that could enhance the reading experience. They didn't prioritize, resurface, or decay content based on relevance or time sensitivity.

Jeff Bezos, the founder of Amazon, emphasizes the importance of focusing on needs that won't change. This rings true for the reading experience as well. The supply of great content will continue to rise, attention will always be scarce, and the returns to making good decisions about what to read will remain high. Trust plays a crucial role in the decision-making process of what to read, and people tend to trust other people. Recognizing this, when we started Matter, we made the conscious decision to elevate writers as first-class citizens in our system. Good curation, especially in uncovering hidden gems, adds immense value that engagement-based algorithms might overlook.

While consuming information, we often have a bias toward what's new. Social media platforms are dominated by news and current events. However, it's essential to remember that some of the most valuable content ever produced was not written in the past week. There needs to be a counterbalance in the way we approach content consumption. Designing platforms like Matter that provide access to both new and timeless content helps address this bias.

One challenge in delivering content effectively is the format in which it is presented. Email inboxes are not optimized for reading. Most people aim to clear their inboxes as quickly as possible, leaving little time for comprehensive reading. Additionally, email doesn't allow for highlighting or annotating. To tackle this issue, we need highly reliable parsing techniques that can accurately extract and present content. Incorporating advanced technologies like NLP (Natural Language Processing) and computer vision can further enhance the user experience.

Another aspect of the modern reading experience is the rise of audio consumption. With the convenience of hardware like headphones and earbuds, people are increasingly spending time listening to content. Recognizing this, platforms like Matter have introduced features like "audio highlights." Users can now highlight important points while listening to content without the need to open their phones, making the experience seamless and efficient.

Navigating through lengthy articles can also be a challenge. To address this, platforms like Matter have introduced minimaps. By utilizing techniques inspired by video games and code editors, users can quickly scan headers and navigate through the content. This feature is particularly valuable on mobile devices and has the potential to enhance the desktop web experience as well.

Now let's shift our focus to online communities. Building a successful community is no easy task. Many communities fail to thrive due to various reasons. One key factor is the lack of buy-in from members. Psychology tells us that when individuals feel invested in something, they are more likely to stick with it. Avoiding cognitive dissonance is crucial. To build a better community, it's essential to get members to genuinely buy into its purpose and goals.

The size of a community matters as well. More people can lead to more noise, reducing the quality of interactions. Curated communities with active and engaged members tend to be the most valuable. Large communities with little or no activity, or those plagued by spam, drive users away. To avoid this, community managers should focus on fostering engagement and creating a positive environment.

There is a limit to the number of communities individuals can actively engage with. This concept is often referred to as "Dunbar's number," which suggests that we can only meaningfully engage with a few communities on an ongoing basis. With thousands of online communities vying for attention, having a strong value proposition is crucial to stand out from the noise. Many communities fail because they lack meaningful engagement and become what is known as "zombie communities."

To build a successful community, it's important to start with a clear understanding of why your audience needs it. If they are already trying to create a community themselves, it's a strong signal that there is demand. Quality should be prioritized over quantity. A small, engaged community is more valuable than a large, inactive one. Investing in a thoughtful onboarding process is essential to make new members feel welcome and involved.

Adding value consistently and creating magical moments are key to engaging and retaining community members. A community should provide daily value while also highlighting unique experiences that create emotional connections. Understanding why people are drawn to a community and finding the best channels to deliver this value is crucial.

In conclusion, both the reading experience and the success of online communities require careful consideration and thoughtful design. Platforms like Matter are working to improve the reading experience by addressing the limitations of read-it-later apps and providing access to both new and timeless content. Building successful online communities involves getting members to buy in, curating active and engaged groups, and consistently adding value while creating emotional connections. By implementing these strategies, we can enhance the way we read and engage within digital spaces, ultimately increasing the ROI of our time invested in these activities.