Curiosity in Content Strategy
How to help users enjoy exploring more content
First of all, I’ve never written a content generating algorithm
this may give you ideas that help you write/adjust an algorithm. But no technical stuff, sorry.
Now, down to business…
I’ve been studying analytics and business goals of content-driven mobile apps in the past month or so (like Food-recipes, photography, article-reading, property search apps, etc). Most of the product owners/app founders had one specific pain they needed help with:
Users do not spend enough time exploring the app’s content.
and it’s not because the app lacks quality content.
One of the most important goals of content-driven apps is maintaining a certain user session time. It could be because:
- they make money based on number of screen views and impressions, or
- because they make money from ad clicks. or
- because the more users explore and engage with content, the more other users will be encouraged to generate more content.
All of which require users to use the app long enough to achieve their goals (numbers). But when users can’t find what pulls them in, why should they stay?
“But I already generate content based on their preferences!”
yeah..that’s not enough to hook them.
Some apps have strong algorithms that provide content tailored especially for each user based on their reading history, preferences, geographic location, and a varying number of other factors. Even these suffer from low user engagement sometimes. That’s because there is another factor affecting users’ tendency to explore content than its quality or relevance to their interests.
History proves that people tend to get curious about things everyone else is talking about.
so here is what my reserach has yielded. Three ways to get your users to keep exploring.
1. Harness Natural Human Curiousty
it isn’t enough to put it under a “trending” label anymore. If your app has low engagement numbers, use social media platforms to your benefit. Mention how hot that topic is now on a certain social media platform. Use visual elements like catchy font colors or a fire icon. Users will be interested to find out more about it just to know what everyone is talking about.
2. Link’em
you got them to click one link! good job. Now use those user preferences + browsing history + this topic to generate links to related content. Display these links on each content screen so users will keep exploring, continuing the same train of thought.
3. Leverage Empty-State Screens
when a user navigates to an empty state screen, use it to explain how this place is meant to be used. Suggest some content based on preferences & social media trends if you still don’t have browsing history for that user.
Do you know any other ways? thoughts? please share.
Ada Lovelace
is a mathematician known for creating the first computer program ever. Her curiosity led her to see beyound the dry nature of numbers….she saw how they can be applied further in our lives. And so, computer programs began. Can you imagine the world without computers?
She is definitly a #bosslady.
