- Hunger for fame
- Urge to have fun
- Desire to share experiences with friends
McKinsey research surveyed 573 users of four leading online video-sharing sites in Germany and finds that motives such as a desire for fame and a feeling of identification with a community encourage collaboration and participation.
You may be wondering how many people you need to motivate to participate. The same research found that:
a few users posted the most popular content. Depending on the site, just 3 to 6 percent of the membership added 75 percent of the videos available for download, and videos from just 2 percent of the member base accounted for more than half of all videos viewed. (As the “long-tail” effect would suggest, half of the videos posted accounted for only 10 percent of all downloads.) These figures resemble those reported in studies of other kinds of participatory media, including wikis, bulletin boards, and photo-sharing sites, where 5 to 10 percent of the users contribute half to all of the content:
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How often to you participate?
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