The Entertainment Value Curve - Awesome post by @ravi_mehta (Former CPO Tinder, FB, TripAdvisor) on product strategy in the social space and why TikTok is on 🔥 and Quibi is 📉

Post -> reforge.com/blog/entertain…

Summary Thread 👇👇👇
1/ Social content products are driven by entertainment value. Entertainment value is a combo of:

a: Social Value = the personal connection the viewer has with the content.

b: Production Value = quality of content relative to genre.

This creates The Entertainment Value Curve
2/ Different products live along this curve.

Snapchat on one end of the spectrum. Production value is low, but social value is very high with personal connection to everyone making the content.

Netflix on the other end. Production value high, social value low.
3/ You can measure social value with creation participation rate among users. 60% of users on Snapchat create per day. 2.5% of users on Youtube have every created....
4/ You can measure production value with a content distribution curve. High production value have views concentrated on a smaller number of pieces of content. Vice versa for low production value.
5/ "The problem with Quibi is the product isn't optimized for the Entertainment Value Curve. Quibi added format, length, viewing constraints that make it hard to equal production value of Netflix content, but did not supplement those constraints with increased social value."
6/ "The solitary nature of Quibi’s experience is reflected in the app’s design. There are no signals that anyone else in the world is watching. Twitch, YouTube, Instagram, and TikTok are brimming with activity. Reactions, comments, and messages make those apps feel alive."
7/ The TikTok product is specifically built for sharing:

a. The infinite loop facilitates passing the phone around and sharing while still playing in the background.

b. The default experience (right hand rail) is dedicated to social...
8/

c. They break the wall down through its algorithm to reward creation increasing creation participation rate.

d. They encourage mimicry increasing creation participation rate even further.
9/ All of this leads to nailing the social content engagement loop of Creation feeding Consumption feeding Conversation feeding Creation.
10/ Full post here with what @ravi_mehta would do if he was in Quibi's shoes -> reforge.com/blog/entertain…

Ravi's blog is also A++ -> ravi-mehta.com

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More from @bbalfour

14 Aug
Word of Mouth is critical, but notoriously hard to measure and therefore hard to influence. @ybhaijee (Former VP Growth @ Eaze) wrote an excellent post on @reforge about The Word of Mouth Coefficient with some analysis: reforge.com/blog/word-of-m…

Full Thread 👇👇👇
When @ybhaijee and @tomaspueyo worked at Zynga together, they wanted a metric for Word of Mouth that was:

1. Based on Active Users
2. Stable enough to be used in forecasting
3. Could be influenced with product/marketing initiatives

The result was the Word of Mouth Coefficient Image
WOM Coefficient: Says that for every X active user, you will bet Y new organic users in that time period.

One key 🔑 is that rather than basing the metric on new users (like K-Factor) they based it on active users. Retention is at the foundation of every growth loop...
Read 9 tweets
25 Jun
All product work is not equal. There is a common issue of over-applying one process, measure of success, and strategy to all product problems. @far33d and @onecaseman wrote a monster post talking that is well worth the read -> reforge.com/blog/product-w…

Full thread 👇
"A common conflict I've seen is when product leaders try to apply a single process to all product work...growth and feature work are different and energy is wasted trying to force-fit into the same process, success metric, and approach." - @far33d
There are four types of product work beyond product-market fit:

1. Feature Work
2. Growth Work
3. Scaling Work
4. Product Market Fit Expansion

... Image
Read 18 tweets
17 Jun
"What got you here, won't get you there." @onecaseman and @far33d broke down the transition from Product Manager to Product Leader. Excellent insights from @iambangaly and @ravi_mehta as well.

Article -> reforge.com/blog/crossing-…

Thread 👇👇👇
Great execution as a Senior Product Manager, does not mean you will make a good Product Leader.

"You can continue to put wins on the board and still not make the jump."

Four key transitions that Fareed and Casey talk about...
Transition #1: Depth in one type of product work → Breadth across multiple types of product work

You need to go from being excellent at one type of product work, to having a wider vision of all product problems...
Read 16 tweets
12 Jun
It seems we are shifting into a new phase of this new world. @far33d and I wrote a piece on how to think about your retention strategy should shift with it (w/ contributions from @iambangaly @ElenaVerna @danhockenmaier )👇

reforge.com/blog/2020/6/2/…
There will be different strategies depending on where you sit on the headwind/tailwind spectrum.

Extreme Headwinds = habit has been broken w/ majority of your customers.

Extreme Tailwinds = habit has been accelerated w/majority of target customers and new audiences.
No matter where you are at on the spectrum, don't forget the principles of retention:

1. Retention is about building and deepening habits.
2. Retention is about usage, not revenue.
3. Retention is an output. To move retention, you need to focus on an input.
Read 15 tweets
31 Jul 18
1/ Growth Loops are the new funnels - some thoughts by myself, @onecaseman, @kevinakwok, and @andrewchen. reforge.com/blog/growth-lo…
2/ The MOST important question your team should be able to answer is: "How does your product grow?" This seems like a simple question, but you'll typically find everyone on your team has a different and/or incomplete answer...
3/ This is a really big problem. If everyone has a different/incomplete picture of how the product grows, then you can't have apples to apples discussions about priorities, metrics, goals, or strategy. This leads to people moving in opposite directions.
Read 17 tweets
19 Jul 18
1/ Growth wins. Period. Yet distribution strategy seems to not get an equal seat at the table. This is the first in a four post series by @onecaseman @kevinakwok and I. Here we explore why growth wins, and how the game has changed - reforge.com/blog/growth-wi…
2/ "Growth wins" is not new advice. “The best product doesn't always win. The one everyone uses wins” @boztank “Poor distribution - not product - is the number one cause of failure.” @peterthiel ...
3/ But we still seem stuck in "build a great product" as the #1 answer to all problems and questions around growing a product. Yes, building a great product is a good first step, but is far from a complete answer...
Read 16 tweets

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