l products, more than half of the brokerage platforms have opened a user system, and users can comment, follow, like, favorite, share, etc. on the content on the site. However, the form of investment education and user interaction are in an unbalanced state, the content of education investment shows a one-way growth trend, and users lack feedback and interactive portals for the content.
02 Industry status
Some Internet financial apps, such as Ant Fortune, Lufax, Tiger Securities, Snowball, etc., take advantage of the platform to expand the interactive form of the user system, open up a platform system for content creators, and gradually improve the incentive mechanism to further induce additional content distribution. But at the same time, it is necessary to introduce brokerage products as a traffic fulcrum.
At the same time, in addition to expanding the inherent PGC investment and education interactive model, some ace brokerage platforms have begun to turn their attention to the UGC content ecology, gradually changing the "read-only" state of users' investment education experience, enriching dynamic entrances such as audition and viewing, and introducing Fund managers IP, strengthen PGC to guide UGC, increase the capacity of pan-content community, drive content creation with content recommendation, open up scenarios such as customer talk and topic square, provide paid bounties or rewards, and drive users to continue to output, "improve more in country email list line with the community. The number of high-quality content targeted”, to improve the new drainage mode from user production to user attraction.
Some platforms cater to the era of knowledge payment, and combine membership rights and points system to launch paid subscription and other functions on investment education content to provide users with intelligent decision-making tools empowered by financial technology, or managed fund investment advisory services, etc. To a certain extent, it creates a sense of scarcity of content value.
03 Opportunity Pilot
1. Optimize vertical content classification
The platform usually classifies the content according to the column, the user selects the tab of interest, and then continues to swipe down to browse the information waterfall page. In the China Merchants Bank APP, the live broadcast module is also embedded in the SEO column, which increases the trigger frequency. However, to a certain extent, small icons are used as the entry point for popular functional sections, which weakens the hierarchical relationship of pages.
In the guided discussion of user-generated content, the top users are classified from the dimensions of time period, products, and professional qualifications. In Ant Fortune, the followed column is placed at the top, which is convenient for users to directly find what they have followed, and shortens the experience path of exiting the page and then entering the personal center.
2. Reduce bounce rate
But still added a follow column in the Feeds stream on the home page, and combined with the interactive gesture of sliding left and right, it expands the space for X-axis use, reduces the sense of jumping out of immersive content experience, and Improve the sense of control.
3. Expand business scenarios
In the user-led content creation model, it is necessary to build an open user system, optimize the submission process, improve the review system and build intelligent review capabilities, and innovate the content reward mechanism. An integrated business ecosystem that links "PGC content-product-UGC content" with financial products.
And by industry and scene will bring out the classification of style dimension. For example, in Xiaohongshu, for the high-frequency use of food bloggers, the sub-themes that can be subdivided into templates include Brunch that must be punched in, coffee on the street corner, high-altitude afternoon tea, and the most beautiful courtyard restaurant. In the financial field, it is conceivable that in the future, there will be various star fund managers + dazzling historical performance + all-star investment and research teams in various forms (short videos, singing and dancing RAP, soft articles, long pictures) lingering on everyone around. And with the change of the younger investment group, compared with the traditional content of thousands of words on the website, the integration of video and other gameplay is often easier to win the favor of the "new investment generation".