Hello everyone!

This time we have with us Advitiya Sehgal, a Community Manager at Rizzle. Rizzle is one of the hottest short-video apps in India right now.

Advitiya spoke about her work at Rizzle, how she gets creative with user engagement and how she overcomes challenges as a community manager. She wraps up the conversation with her top advice for new and aspiring community managers.

Read the interview below.

About Advitiya

Advitiya is a marketing professional currently working as a Community Manager at Rizzle, a leading vertical content creation platform. Her work includes primarily helping creators, agencies, and other partners to build content and have a lively community on the platform. When not at work you’ll find her playing some musical instrument or chilling in her recently found a second home at Zostel Vagamon.

You can find her on LinkedIn.

The Interview

Vimal: Hey Advitiya! Thanks for joining Community Builder Stories.

Advitiya: Yeah. Thank you for inviting me. This looks fun.

Vimal: Thanks. Okay. Let’s begin. Tell us what Rizzle is and what you do there.

Advitiya: Yeah, So Rizzle is a place where you can create short videos. You can host your own show, vlog, talk sports, create a scripted series, and so much more! And I would say, at Rizzle, I manage the community of course, because I’m a community manager.

So that means, I talk to people — our creators, on a day-to-day basis. My responsibility is to make sure that they get the value they need with Rizzle which means I coordinate with my team also.

Being a community manager, it’s important to go the extra mile and become the communication source between your team and your audience or customers.

Being a community manager, it’s important to go the extra mile and become the communication source between your team and your audience or customers. So I have to be an extrovert and I communicate like crazy. I brainstorm ideas with my team — how do we engage the creators more?

Because if it benefits them, it benefits you. I have to brainstorm around all engagement techniques I need to come up with — what all do I need to do, how can I make my customers happy, etc. So this is what I have been doing for two years now at Rizzle. 

Vimal: That’s interesting. The role seems somewhat like that of a customer success manager or a relationship manager.

Advitiya: Yeah, I mean in some ways it is. When I tell people that I’m a community manager, a lot of them do not really understand what I do. I tell them that there’s this video app called Rizzle. And there is the development team that builds the product and its features, etc. There’s the marketing team that creates awareness. There is the outreach team and there is another team for advertising, etc, etc, etc.

Now, these people are bringing in the creators. But if there’s no relationship building with them, these creators will just leave. Why will they stay with you? That’s where the community managers come into the picture. And I’m proud to say we have a great community and a fantastic team to manage it.

For a community manager, member engagement is the biggest KPI.

I, personally, reach out to our creators and try to engage them on our platform. Or a lot of them reach out to me for help. All of them know me by my name. Most of them call me Mam, Addy mam, etc. which is so sweet. They know that they can reach out to me 24/7. My responsibilities are to make them feel welcomed, to retain them, and to make them use the app more and get more value out of it.

I wouldn’t say that I’m the only one doing that here. We have a great team to manage our community. But these are our collective goals. We have a lot of our users hanging out on WhatsApp, Telegram community, Discord, etc.

Getting users is not easy. But what’s definitely not easier is keeping them onboard. Wherever they are, our responsibility is to make sure that they get the value from using Rizzle.

Vimal: Okay. So, can you tell me how you guys do that? How do you retain them? And how do you measure the success of your efforts and what metrics you look for?

Advitiya: There are different metrics for sure that we follow. We look at the number of creators who are the most active. For example, these are the ones who are the most active for more than one week, these are the ones that are active for a month, etc. These many are the creators who leave every week, etc. Obviously, our job is to improve those numbers.

We also look at the app features’ usage rate. Of course, the more, the better. To improve them, we, the community managers as I said earlier organize contests, webinars, etc. to create more engagement. On the creators’ side of things, their motivation would be “How can I make money on this app?” And it’s our job to help them do that.

Vimal: Got it. So you said you guys run your community on multiple platforms — Discord, WhatsApp, Telegram, etc. Isn’t that challenging to go to each of these platforms separately and manage people there?

Advitiya: So, initially, we just had this community only on Discord. We used to talk to our creators on DMs on Discord. That’s all. But, when we grew, we realized that it is not enough. I mean, I’m not saying that Discord is not enough altogether. It is fine. 

Our realization was that some of our users were not really happy or comfortable using Discord. They were comfortable using WhatsApp or say, Reddit. So, we left it to their personal choice. We decided to be wherever most of our users are comfortable.

Vimal: I agree with you on that. Yeah. And talking about overcoming challenges, what challenges do you face as a community manager and how do you overcome them?

Advitiya: Not really specific challenges. Okay, sometimes some of our users, after telling me the issues they’re facing go like, “Mam, please don’t ignore me.” (laughter). No, I am not ignoring you. My job is to make sure that I keep my users happy. Sometimes it just takes a little while. 

The thing is most of our users don’t really understand how a community grows. You can’t expect them to, right? Having said that, it’s the responsibility of the community manager to prioritize things.

Vimal: Hmm. Can you tell me how you handle that?

Advitiya: Okay. So I’ve never really been in such a situation. My biggest priority is to show results. So, if there’s a concern a user is facing, if it’s something that our support team can solve, I’ll lead the user to them. And then if there’s this one question, which can be answered by the support team, as well, I will lead them to the support team.

It’s about being smart about doing only the most important things first and then worry about the other minor stuff.

Vimal: Yeah, I like that. Okay, looks like we’re coming to the end of our scheduled time. One last question. What advice do you give to people who want to become a community manager?

Advitiya: One piece of advice I would give is you have to figure out what your interests are and join a community in one of them. Suppose you love traveling or painting. Join one of those communities and see how they are being run. Look at how that community is being moderated and managed. Talk to the moderators. Talk to the other members. Be open. That all teaches you a lot.

Join a community of your interest to understand how to run communities. Be open to interactions and learning.

Vimal: That’s great advice. It’s very practical and it works.

Great! It’s been awesome having you, Advitiya. This has been a really good conversation.

Advitiya: Thank you so much. It’s been a pleasure.

Vimal: Alright. We’ll keep it touch. Bye.

Advitiya: Sure. Buh-bye.

Takeaways from the interview

  • For a community manager, member engagement is the biggest KPI.
  • It’s important to go the extra mile and become the communication source between your team and your audience or customers.
  • Join a community of your interest to understand how to run communities. Be open to interactions and learning.
Author

I head marketing at Sociohub. I'm passionate about the SaaS space, startups, and basketball. My goal in life is to prepare myself to survive the inevitable AI apocalypse in the year 2050.

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