This interview was originally featured in Global Views Monthly and has been translated into Chinese for this article. Considering the profile of our readers, the interview primarily focused how Plurk keep its user base and survive in the highly competed environment. You can view the original article in Chinese.

Remember Plurk? This 15-year-old social media stalwart still garners over 20 million monthly page views! With a loyal user base that continues to grow, the key to its success lies in its unique approach, one that several other social platforms have failed to emulate.

Figure 1: Valuing privacy and freedom, Plurk exercises caution in its use of algorithms, which, in turn, may impact the willingness of new users to engage with the platform.

The very reason Plurk hasn’t scaled up turns out to be the reason for its longevity.

Certainly, here’s a professional financial media translation of the article:

Where Do Twitter Refugees Go? The Answer Lies in the Veteran Social Media Platform Plurk Remember Plurk? This 15-year-old social media stalwart still garners over 20 million monthly page views! With a loyal user base that continues to grow, the key to its success lies in its unique approach, one that several other social platforms have failed to emulate.

The very reason Plurk hasn’t scaled up turns out to be the reason for its longevity.

In an interview with Global Views Monthly（遠見雜誌）, Plurk’s Operations Director Chen Li-Wen（陳俐文） and Technical Director Shen Cheng-Da（沈成達） stated that the platform prioritizes privacy, security, and freedom of speech. Their aim is to give users the autonomy to choose their content, thereby fostering a sense of security. These characteristics particularly resonate with the ACG community, who have a distinct need for anonymity.

ACG Culture refers to the subculture originating from Japan encompassing Anime, Comics, and Games, also known as the 2D culture, in contrast to the real-world 3D culture.

For aficionados of ACG culture, Plurk stands out for its emphasis on freedom and minimal content restrictions, fostering an environment conducive to the dissemination of original and derivative works. Coupled with refined post-visibility settings, users can indulge in niche interests without fear of exposure to friends or colleagues, ensuring a high degree of privacy.

Illustrators and fan-fiction authors often accept writing or art commissions on Plurk, enlivening various ACG discussions. Trading in anime merchandise and model toys is also flourishing, with frequent posts offering proxy purchases from Japanese stores like AmiAmi and Surugaya. According to Plurk’s data, the user gender ratio is approximately 6:4 in favor of females; about 70% of users are from Taiwan, while the user base in Europe and America is gradually increasing.

Overall, Plurk’s culture is deeply rooted in privacy. Whether it’s adult content creators, anime enthusiasts, Cosplay aficionados, or underground idol fans, everyone can find their own unique space on the platform. However, these mechanisms designed to reassure users have inadvertently raised the entry barrier for newcomers, posing a challenge to Plurk’s scalability.

Figure 2: Search trends on Plurk are closely aligned with ACG (Anime, Comics, Games) culture.

Unique User Culture: A Double-Edged Sword?

Reflecting on its history, Plurk has had no shortage of growth opportunities. When Tumblr imposed sweeping restrictions on adult content, and when Twitter considered limiting reading permissions, waves of users have sought refuge in Plurk as their new sanctuary. Each time major social platforms experience a mass exodus, Plurk gains new users drawn to its steadfast commitment to its original ethos.

However, this very commitment to maintaining a ‘closed-circle culture’ is also what prevents Plurk from retaining new users. Concerned that pushing ‘unwanted content’ could harm user experience, the platform has refrained from implementing an algorithmic feed or creating public forums akin to Facebook Groups. Shen believes that algorithms per se are not the issue; they can prioritize important messages for users. “The real problem lies in the opacity of the algorithms,” he says, pointing out that platform choices may not necessarily align with user needs.

In terms of impact, this adherence poses a hindrance to the platform’s growth. New users, lacking opportunities to interact with unfamiliar online friends, naturally lose the incentive to continue using the service. When it comes to the trade-off between new and existing users, Shen emphasizes that not being able to attract newcomers is “not the biggest issue.” The focus on facilitating social interactions among acquaintances and like-minded individuals remains a core principle for the company.

A Universal Dilemma: Scale or Retain?

Figure 3: Plurk mainly utilizes algorithms to suggest potential followers to users, exercising relative caution in content recommendations.

The dilemma between expanding the user base and preserving the preferences of existing users is not unique to Plurk. Coca-Cola, in a 1985 bid to compete with Pepsi, launched “New Coke,” which was outright rejected by its loyal customer base. In 2010, Gap introduced a new logo aiming to appeal to a broader audience but had to retract it within a week due to disastrous public feedback. Jan Hung-tze, Chairman of PChome Online, has also remarked that even minor adjustments to the platform’s features can trigger thousands of complaint calls.

“We aim to give users the autonomy to select the content they wish to see,” says Shen. While discovering new content is important, Plurk has taken the more challenging route—making it a priority to “let users decide the order of the messages they see.”

However, Plurk has not given up on growth. Shen reveals that they are planning to enhance user interaction interfaces beyond existing friends, thereby creating new external links for their users.

About a year and a half after developing Vue, Evan began contemplating resignation. At that time, Meteor was considering a change of direction. Seeing the continued growth of Vue users and with a baby on the way, Evan felt it could be a transitional point of his life. “I was confident that I could find another job whenever I wanted, so I thought it was the right time to go full-time into open-source and see how it goes.”

Facebook and Instagram Haven’t Squashed It: A 15-Year Journey and Still Expanding

Founded in Canada in 2008, Plurk found its footing in Taiwan, captivating the younger demographic initially and even attracting political figures like Hsieh Chang-ting and Ma Ying-jeou, with recent additions like Lai Ching-te and Tsai Ing-wen.

Once considered a contender to Facebook, Plurk has not only survived 15 years but also maintains a monthly web traffic of around 25 million visits, albeit at a different scale than the global giant. The platform continues to expand its team, improve its website and mobile app, and introduce more paid features.

The primary revenue streams for Plurk are advertising and its freemium-based “Plurk Coins,” the latter contributing to over 70% of the company’s income. Compared to other social media platforms, Plurk has a less commercial vibe, offering an ad experience that is less intrusive than Facebook’s. Chen notes that the company’s commitment to user experience has kept it from incorporating video or interstitial ads.

However, this approach raises concerns about Plurk’s sustainability. Shen states, “Every few years, users worry about Plurk’s longevity. Our goal is to provide a stable platform for long-term operation.” Originally dependent on advertising revenue, Plurk only turned profitable after the introduction of Plurk Coins in 2016. Due to the increased profitability, the company has also expanded its recruitment efforts recently.

Figure 4: The Plurk team has turned a profit through the introduction of Plurk Coins. Shen Cheng-Da emphasizes that Plurk maintains a stable platform and ongoing operations through revenues generated from Plurk Coins.

User-Purchased “Plurk Coins” Fuel Double-Digit Annual Growth

Users can buy Plurk Coins to remove ads and filter out unwanted keywords. These seemingly trivial features have actually been pivotal in turning Plurk’s revenue positive. Moreover, the annual sales of Plurk Coins have seen double-digit growth.

Looking back at the social media landscape, Shen states that ten years ago, people used social media to replicate and expand their offline networks. The usage has since evolved, becoming more diversified. “People no longer wish to replicate the same relationships across all social media platforms,” he says. Some platforms have turned into channels for information, while others remain spaces for interaction. “The social functions have decreased, but the media functions have increased.”

With an abundance of choices, platforms like Facebook offer a plethora of public information, and Twitter serves as a gateway to international trends. Chen says, “Plurk will not be the only choice for everyone.” With this understanding, Plurk aims to be a safe haven where users can be themselves without any burden.

Regardless of the volatile landscape, Plurk has managed to retain its existing user base by staying true to its customer-centric approach. While it may not be mainstream, its steadfast commitment to user freedom and privacy has allowed it to survive and thrive amidst a slew of challenges.