Social media platforms are increasingly experimenting with new ways to motivate user participation and engagement within their apps. One approach gaining traction is incentivized communities that reward users for various social actions. While gamification and reward systems have been used in the past, the scale and sophistication of incentivized communities are growing rapidly. Here are some key reasons why they are becoming more important on social media:
Drive higher engagement. By providing rewards for social media activities like posting, commenting, sharing and interacting, platforms can motivate higher levels of participation that boost engagement metrics. This translates to increased value for the platform through more user data and time spent on-site.
Monetize underutilized users. Many social media users are passive consumers of content who don’t actively participate through social actions. Incentives can motivate these underutilized members to engage more, helping platforms unlock additional value from infrequent contributors.
Network effects benefits. The more active and engaged members a social network has, the more appealing it becomes to potential new members. Incentivized communities magnify positive network effects by drawing in more participants who further drive growth. This “viral” user adoption accelerates a platform’s expansion.
Enhance brand loyalty. By rewarding user participation, social platforms can forge a stronger sense of membership and commitment within their apps. This loyalty keeps members engaging for longer instead of jumping to the next best option, improving retention metrics for the brand.
Test new monetization. Incentivized communities give platforms an opportunity to experiment with new forms of monetization beyond just advertising. For example, they can offer in-app currencies or credits that require real money to obtain. Over time, these systems could unlock alternative revenue streams.
Align user and platform goals. When users can earn rewards simply by engaging in the activities social platforms want most – like posting frequently and interacting organically – their goals and incentives become directly aligned. This synergy maximizes value for both users and the business.
In summary, while incentivized communities may seem like a shallow form of gamification, the model has significant potential to drive higher and more sustainable engagement across social platforms. By motivating and rewarding the actions they want most from users, platforms can align goals, deepen loyalty, enhance network effects and potentially discover new forms of monetization – all while providing value to members through tangible rewards.
