industry
social network: health
services
audience analysis
user research
research sources
quantitative survey
structured & unstructured interviews
Understanding content creation on a social media platform
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A social media company was facing a challenge in engaging its users and encouraging them to create more content on their website and mobile app. While users were visiting the platform to seek information, they were not actively generating fresh content. Our role was to identify the reasons behind this lack of user-generated content and provide effective strategies to encourage users to start creating and sharing their own unique content.
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To tackle the issue of users not creating new content a quantitative and qualitative discovery process was conducted to understand what barriers users faced to create new posts.
After the survey and interview research was completed, it was discovered, among other things, that utilizing prompts from community leaders and call-to-action emails could increase content creation.
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Once the data was analyzed and summarized, we presented our recommendations to both the marketing and community teams. Following our suggestions, the community team implemented prompts within specific communities on the platform. As a result, there was a remarkable 32% increase in new posts on the site.
Furthermore, we devised a strategy involving call-to-action emails that encouraged new members to "tell their story." This initiative proved highly successful as newly generated content experienced an impressive 41% increase just one week after delivering these emails.
These positive outcomes demonstrate how strategic interventions can effectively drive user engagement and foster a vibrant community of content creators.