How Do Peer Awards Motivate Creative Content? Experimental Evidence from Reddit

We theorize peer awards' effects on the volume and novelty of creative user -generated content (UGC) produced at online platform communities. We then test our hypotheses via a randomized field experiment on Reddit, wherein we randomly and anonymously assigned Reddit's Gold Award to 905 users' posts over a two-month period. We find that peer awards induced recipients to make longer, more frequent posts and that these effects were particularly pronounced among newer community members. Further, we show that recipients were causally influenced to engage in greater (lesser) exploitation (exploration) behavior, producing content that exhibited significantly greater textual similarity to their own past (awarded) content. However, because the effects were most pronounced among new community members, who also produce content that, in general, is systematically more novel than that of established members to begin with, this process yields a desirable outcome: larger volumes of generally novel UGC for the community.

Automated summary

We examine the impact of peer awards on the volume and novelty of creative user-generated content (UGC) in online platform communities. Through a randomized field experiment on Reddit, we find that peer awards lead to longer and more frequent posts, especially among new community members. The recipients are also likely to engage in more exploration behavior, resulting in content that is more similar to their previous awarded content. This process contributes to a desirable outcome of larger volumes of generally novel UGC for the community.