according to the purpose of commenting, I classify the comment area as follows: comment category, sharing category and question-and-answer category.
Typical representatives of comment categories are: public comment, Taobao, JD.COM and so on. Many platforms selling goods or services will have the function of comment, similar to e-commerce websites, take-away O2O, etc. The comment area of such platforms can allow users who have purchased goods or services to express their feelings and evaluate the services or commodities of the platform. On the one hand, this function helps other users to have a reference opinion when purchasing products or services. On the other hand, this comment area also forces businesses to ensure the quality of their services or products to a certain extent.
The comment area functions of these platforms are similar. Below I take the public comment and Taobao, the two most representative products, for specific analysis.
Let's talk about public comments first. In the comment area of food, you can see the scores of taste, environment and service. Further down you can see the dishes recommended by netizens. There are many different labels and quantities of comments, which can let users see the general situation of comments intuitively, and users can like comments. Comments with pictures are more real and intuitive, and ordinary users will watch comments with pictures directly, which is more valuable for reference. Moreover, this comment area also has a search function, which is convenient for users to check the information they want to know. And the comments will put the high-quality comments in front and mark the platform certification. These details are for users to improve the efficiency of information acquisition. ?
Let's take a look at Taobao, which we are familiar with. It also has the functions of labels, pictures and like comments. But it has the function of asking questions to others. Users can ask questions to the purchased users before purchasing, and the users who have purchased the product will receive corresponding notices and can answer them. In fact, I prefer to read the comments here, and I feel more authentic. Because Taobao's favorable comments have returned, and the phenomenon of sellers' brushing orders is now very serious. Therefore, when reading comments, we should know how to distinguish between true and false comments. Generally speaking, praise can be read directly, starting with bad reviews. In addition to reading bad reviews, I just read the comments with pictures. But now there are a lot of comments on stealing pictures, and there are special instructions, so picture comments also need to judge whether they are true or not.
to sum up, the most important thing in the comment area of comment category is to ensure the authenticity of information, so I personally think that a reporting mechanism can be added to the comment area, such as stealing pictures. In order to increase the authenticity of the comments in the future, I feel that I can also consider adding small videos to the comments.
Typical representatives of sharing classes are: Netease Cloud Music, bilibili, etc.
when it comes to representatives of sharing classes, we must talk about Netease Cloud and bilibili. Let's talk about Netease Cloud first. Personally, I prefer listening to songs, so I spend a lot of time on Netease Cloud every day. As for the comment function of Netease Cloud, I really feel that listening to songs without reading comments will be very unaccustomed. One of the most commented songs on Netease Cloud is Sunny Day in Jay Chou, and now the number of comments has exceeded 1 million. Let's see why there are so many comments on a song.
The picture above is a screenshot of the comment area. The most praised comment is "I heard it when I was a freshman, then I met my mother, and then I was so happy", and the number of praises actually reached 1,. It can be seen that most of the comments on the hot reviews are nostalgia for youth or evaluation of Jay. Often these comments have touched people who listen to songs very well and made them feel the same.
let's talk about a small function-like. In fact, the like function plays a big role in a comment area.
(1) Some people are too lazy to type, but praise is just a matter of convenience, and there is almost no cost. However, according to the hot comments I saw in the comment area, the cost of praise is the traffic fee of .2 yuan.
(2) Praise can well satisfy the vanity of users. You can see praise comments at the bottom of many songs, which is the most direct one. Of course, there are a lot of comments, paragraphs, stories and so on, which can really increase the activity of the comment area, but it also causes a big problem, and the quality of comments will decline. In view of this situation, in fact, Netease cloud has made the rules of the comment area before, and the comments of Taishui are not acceptable. There are clear regulations, and there is also a reporting mechanism, which purifies the comment area to some extent. For the villagers in Yuncun, there are still many people who are very supportive of this rule and will cooperate with the report. (To put it another way, I personally think that the reporting system is related to user loyalty and recognition. Take Netease Cloud as an example. Netease Cloud's user loyalty and recognition should be high, so users will spontaneously report some bad things in order to maintain the overall environment of Netease Cloud. However, if the user's recognition and loyalty are not high, the reporting system in the comment area actually has no practical effect. )
(3) In fact, praise is the communication between users, which strengthens social attributes to some extent. For a simple example, if you comment under many songs of Netease Cloud Music, you may find that one or two people often praise you. Then maybe your preferences are similar, and maybe you will become friends in Netease Cloud. Finally, make up a wonderful reason-point a praise to prove that I have been to this song.
In addition to the interesting comments on songs, Netease Cloud's comments on Yun Ge are actually good. A major feature of Netease Cloud is actually the song list made by friends in Yuncun Village. I found the song list in the above picture from the song on a sunny day. Netease Cloud will push the song list with the collection of this song, and I clicked one in. The number of plays of this song list reached 18.5 million, and there were 1, comments. Because Netease Cloud has the mechanism of being a talented musician, I have a little look at the song lists of those talented people and the song lists with high volume, so I want to say by the way, besides the good quality of the songs you choose, what are the tips to make your song list popular in Yuncun? Cover is very important! Very important! Very important! Say it three times, the covers of many selected songs in the world are very distinctive, and then you will find that there will be a kind of comment in the comment area of the song list, such as "look at the cover" and "cover my goddess/male god". In addition to the cover, the name of the song list is also very important. To sum up, once your stuff can cause discussion, it is only a matter of time before it becomes popular.
Let's talk about bilibili, who is suspected by many people to be having an affair with Netease Cloud. bilibili is famous for its barrage culture, and it has also successfully spread barrage culture. Now most video websites also provide barrage function, but it is not particularly hot. Everyone is more willing to come to bilibili to brush the barrage. Why? Personally, I think bilibili and Netease Cloud are actually very similar in essence, and both have highly loyal user groups. This can ensure that the atmosphere of the whole platform or the whole community is particularly good, and both have their own culture.
To sum up, in order to do a good job in the comment area of the sharing class, besides the basic praise, ranking mechanism and so on, you must have your own culture and loyal users, and the key is to enhance their recognition of the platform.
Typical representatives of Q&A include: Zhihu, general news websites, second-hand trading websites, etc.
In the Q&A comment area, let me take Zhihu, which is already very popular. Zhihu has now become a "Baidu Know" for many people, so what is the difference between Zhihu and Baidu Know (Baidu Encyclopedia)? Baidu knows that it is a search mode in which users ask targeted questions and launch other users through the integral reward mechanism to solve the problem. Zhihu is a real online Q&A community with friendly and rational atmosphere, connecting elites from all walks of life. Users share each other's professional knowledge, experience and opinions. Of course, with the popularity of Zhihu, it is not only aimed at the elite. In fact, why do people prefer to use Zhihu? Baidu knows that it gives people the feeling of getting points for answers to a great extent, but Zhihu is a platform for sharing and communication, and the answers above will be more professional than Baidu knows. Take the picture below to illustrate that I searched for excellent communication ideas in Zhihu and communication skills in Baidu. It can be seen that Zhihu's answers are obviously more professional.
In addition to this kind of professional Q&A platform, many general websites also have Q&A function. Take the second-hand trading platform as an example. I choose idle fish and empty fox as examples. The comment area of idle fish is a simple function for buyers to ask questions, and you can also chat directly with sellers privately. In contrast, the comment area of Empty Fox is more humanized. Users can bid for goods, and this price is only visible to the seller, and other users can only know that several users have already bid. This can protect privacy and stimulate purchases to a certain extent.
to sum up, it can be seen that if it is a question-and-answer platform, if it can create a good community atmosphere, it can well improve the enthusiasm and quality of users' answers. In a relatively high-quality platform, it will give users a feeling that their low-quality answers will be very embarrassing. Of course, in addition to creating an atmosphere, the necessary incentive mechanism can not be less. Talent system and integral system are the two most commonly used incentives at present. Talent system satisfies users' vanity, while integral system provides a kind of virtual currency (used to reward questions and answer rewards). If it is only a relatively small comment question-and-answer function, then you need to make some changes in details according to the characteristics of the platform itself.
It can be seen that the function of comment is very small, but it has a great role. Comments are a bridge between users. If users on a certain platform can achieve a strong relationship, the stickiness to the whole platform will be strengthened. Therefore, if it is a platform with social attributes, once the comment function is involved, it is bound to consider many details and platform culture, and then create its own unique comment area.