The Power of Core Actions and Vertical Social Networks in Today's Digital Landscape

The Power of Core Actions and Vertical Social Networks in Today's Digital Landscape

Introduction:
In the ever-evolving world of technology and social media, it has become increasingly important for companies to not only attract users but also ensure their engagement and retention. This article explores the significance of core actions and vertical social networks in driving growth and creating meaningful connections in the digital realm.

The Importance of Core Actions:
When discussing the growth of a product, it is crucial to focus on core actions. These core actions serve as the foundation and essence of a product, without which it would cease to exist. For example, pinning is the core action for Pinterest, while tweeting is the core action for Twitter. Without users actively completing these core actions, the momentum of a product will quickly diminish.

Engagement Hierarchy:
Engagement hierarchy refers to the various actions that users must take to fully engage with a product. It involves following other users, liking, replying, and understanding the product's features. While optimizing for the total number of users may provide temporary satisfaction, it is the growth in the number of users completing the core action that truly drives a product's success.

The Rise of Vertical Social Networks:
In today's digital landscape, there is a growing fatigue around swiping and liking static content. Users are increasingly seeking more curated and meaningful connections based on their online and offline interests. This is where vertical social networks come into play.

Vertical social networks are platforms that cater to specific interest areas or industries. They allow users to share content that may not be suitable for other platforms, creating a sense of exclusivity and relevance. By providing the best tools and enabling users to enhance their status within their existing network, these platforms can attract a dedicated user base.

The Incentive to Join:
Even for platforms that do not specifically target Gen Zers, the opportunity to build a following, whether personally or professionally, is often a strong incentive to join a new network. Users find value in having a platform that holds important data related to their profile and interactions within the community. This encourages frequent engagement and reduces the likelihood of churn.

New Opportunities through Technology:
New devices and advancements in functionality can open up exciting opportunities for social networks. They expand the ways in which users can be "present" on these platforms and enable the creation of new types of content. Augmented reality (AR) filters, for example, played a significant role in Snap's success by attracting users beyond its initial target audience of high school students. Embracing new devices and functionalities can give rise to innovative social networks.

Unbundling YouTube:
As a platform that serves all types of content, YouTube presents an opportunity for "unbundling." By building products with killer features specific to certain categories, there is a chance to create dedicated social networks for those interests. This approach allows for a more tailored and immersive experience, attracting users who are passionate about those specific categories.

Actionable Advice:

1. Focus on the core action: When growing a product or platform, make sure to prioritize the core action that defines its purpose. Continuously optimize and encourage users to complete this action to maintain momentum and drive growth.

2. Embrace vertical social networks: Consider the potential of vertical social networks that cater to specific interest areas or industries. By providing unique and curated experiences, you can attract a dedicated user base seeking meaningful connections and content.

3. Embrace new technologies: Stay abreast of new devices and advancements in functionality. Leverage these opportunities to create innovative social networks that offer unique features and experiences, ultimately attracting users and driving engagement.

Conclusion:
In the digital era, the success of a product or platform lies not only in attracting users but also in ensuring their engagement and retention. By focusing on core actions, embracing vertical social networks, and leveraging new technologies, companies can create meaningful connections and foster a thriving user base. Remember, it's not just about growing users; it's about growing users who actively complete the core action and find value in their interactions.