Attracting Innovative Early Users: Strategies for Building a Disruptive Community

Creating a disruptive platform is not just about developing the technology. It is equally important to build a community of innovative early users who will be the foundation of your success. In this article, we will explore the strategies and practices that can help you attract and engage these trailblazers.

The Early User Experience: Personal and Transparent

Early users are the ones who will guide the direction of your platform. Building a deep, personal relationship with them can greatly influence their perception and loyalty. As a disruptive platform, you must avoid the temptation to act with false numbers or superficial interactions. Personal engagement is key.

Take the example of Flickr. The founders welcomed each new member personally through chat, creating a sense of community and trust. This approach is not only about welcoming users but also about fostering a culture of transparency and feedback.

Creating Engaging Tools for Self-Expression

One of the most effective strategies for retaining and expanding your early user base is to provide tools that encourage self-expression and allow for immediate sharing. Users will be more likely to stay engaged if they can create content that they can share easily and pride themselves on.

Consider YouTube as an example. When a video goes viral, users feel a sense of personal ownership and are motivated to spread the word. This user-generated marketing is powerful and scalable. Similarly, Kickstarter allows users to share their campaigns widely, fostering a sense of community and driving engagement.

Targeting a Micro-Universe

Identifying a micro-universe or niche market can significantly enhance your platform's effectiveness. Early users should be users who are deeply involved and knowledgeable about your product's niche. For instance, Facebook's early adopters were from prestigious institutions like Harvard, while Yelp began with tech-savvy individuals in San Francisco.

Widgetification: Shareability and Embeddability

For your platform to achieve traction, it needs to be shareable and embeddable. This means ensuring that the content created on your platform can easily be shared on other platforms where your target audience is active. For instance, YouTube gained ground by allowing MySpace musicians to share videos, while Flickr's embeddability helped it grow significantly.

Fake It Till You Make It: Initial Activity Generation

When your platform is still new and has no content or users, it’s challenging to attract early adopters. To address this, consider creating some initial activity. Platforms like Reddit, Paypal, and many marketplaces generate fake activity to attract real users. This approach can be highly effective when done thoughtfully.

Considerations for Two-Sided Markets

If your platform operates in a two-sided market, such as e-commerce or review platforms, additional strategies are necessary. These include:

Seed your platform in standalone mode to create initial activity. Strategically bring in one side of the market first to generate interest in the other. Use producers to bring in consumers or vice versa. Explore ways to temporarily simplify the two-sided market into a one-sided model to gain traction.

These strategies can help you navigate the challenges of building a community of dedicated early users. By focusing on relationship building, self-expression tools, niche targeting, and initial activity generation, you can create a strong foundation for your disruptive platform.

Conclusion

Creating a disruptive platform that engages and retains a community of innovative early users requires careful planning and execution. By implementing the strategies outlined in this article, you can set your platform on the path to success. Remember, early user engagement is the key to long-term success, and the right approach can make all the difference.