In the world of social media, there are certain strategies and techniques that can help a platform gain popularity and build a strong community. One such example is TikTok, which was originally known as musical.ly. In an article titled "TikTok前身musicallyの初期グロース戦略およびコミュニティの作り方｜石ころ｜note," the author shares insights into the growth strategy and community-building approach of the platform.

In the world of social media, there are certain strategies and techniques that can help a platform gain popularity and build a strong community. One such example is TikTok, which was originally known as musical.ly. In an article titled "TikTok前身musicallyの初期グロース戦略およびコミュニティの作り方｜石ころ｜note," the author shares insights into the growth strategy and community-building approach of the platform.

The article begins by highlighting the importance of entertainment over education when it comes to attracting users. Unlike education, which often goes against human nature, entertainment aligns with our natural inclinations. This is why startups find it challenging to go against human nature. If YouTube had started as an educational platform, it wouldn't have achieved the immense success it has today.

To make a new social media platform successful, it is crucial to target young people, especially teenagers, as early adopters. Teenagers have ample time and are highly creative, making them ideal for driving early adoption. In the United States, teenagers are incredibly creative and spend a significant amount of time on social media platforms. After school ends at 3 pm, their focus shifts entirely to social media, which becomes a platform for sharing their daily lives. In contrast, in countries like China, where students primarily focus on their studies, the concept of sharing their daily lives through social media is not as prevalent.

To ensure the success of a platform, it is essential to be close to the users. This involves adopting a participatory design approach, which involves involving end-users in the design process from the beginning. In the case of musical.ly, the platform was connected with hundreds of users through WeChat, allowing for daily conversations and feedback. It is especially important to gather user feedback before writing any code, as this helps in designing features that align with user preferences.

Before reaching a critical mass of users and content, it is crucial to focus on utility rather than community. Musical.ly had the utility of adding music to videos, which helped in attracting a sufficient number of users. Once a substantial user base is achieved, the focus can shift towards building a strong community.

When it comes to turning unsuccessful products into successful ones, simply adding features may not be helpful. Success lies in having one core feature that becomes a killer feature. To change the growth curve, it is necessary to change the value proposition.

In the case of musical.ly, after users registered, the platform ensured that the best content was displayed in their feeds. This involved curating videos manually to provide users with a personalized experience. While this may seem like a minor detail, it plays a significant role in keeping users engaged and satisfied.

Creating a community is similar to running a country or economy. Many lessons can be learned from economic policies when it comes to community management. Building a community from scratch is akin to discovering new land. Just as many people migrated to America with the belief that they could become wealthy like the billionaires who emerged there, a successful community requires an influx of people. However, it is crucial to decentralize power and avoid concentrating privileges among a select few.

TikTok introduced a unique feature that sets it apart from other platforms. While browsing recommended videos, users come across not only viral content but also new videos with very few likes. This mechanism provides opportunities for newcomers to gain visibility, and it is one of the core elements that define TikTok's success.

The article draws parallels between the growth of America as a nation and the growth of social media platforms. Just as America went from being a destination for European immigrants to becoming a global superpower, a successful social media platform can surpass established platforms and create its own wealth. When users join a new social media platform, their initial desire is to gain fame. However, once they achieve fame, monetization becomes essential. The platform that generates the most income for influencers becomes the stickiest platform.

While top artists contribute to the growth of a platform, it is not advisable to invest excessive time and effort in attracting them. Top artists are more of a result rather than a process. Platforms that meet the daily needs of the majority of people can scale, and artists will naturally be drawn to such platforms. A platform cannot thrive solely on the presence of multiple artists.

One interesting aspect of musical.ly that contributed to its early popularity was the ability to lip-sync to various songs. This feature lowered the barrier to content creation and helped the platform gain initial popularity. The combination of lip-syncing and various forms of content, such as comedy and dance, made the platform more engaging and entertaining.

When a product is at its early stages, it needs to be highly specific and solve a particular need exceptionally well. Once it reaches the stage of growth from one to many (1 to x), it needs to become a canvas for various uses and cater to a broader audience.

In the world of social media, the most important asset is not the content itself but the social graph—the network of connections and relationships between users. This is what truly defines a social media platform.

In conclusion, the growth strategy and community-building approach of musical.ly, now known as TikTok, offer valuable insights for aspiring social media platforms. Key takeaways include targeting young users, involving users in the design process, focusing on utility before community, and creating a platform that meets the daily needs of the majority. By incorporating these strategies, aspiring platforms can increase their chances of success in the competitive world of social media.