As mentioned above, social attributes have become an essential attribute of platform products, which actually meets people’s social needs implicitly; in the context of the fast-paced era, emotional value is no longer provided by slow-moving social products. Instead, it is provided by a functional module of the platform: the comment area of NetEase Cloud Music, the bullet screen of video websites, the comment area of Alipay Fund... These are all implicit functional modules that can provide users with emotional value, which also makes The user's reliance on the platform is further enhanced without knowing it.
High efficiency, simple and direct delivery, the social attributes of such platforms have advantages that social products cannot match no matter how optimized the quick matching function is.
Continued strengthening of supervision
At the beginning of 2019, the Cyberspace Administration of China interviewed the persons in charge of four new social functions and new application companies, including WeChat, Chatbao, Toilet MT and Duoshan, and instructed the relevant companies to implement and improve the safety mechanism and procedures, and carry out safety assessment work according to law; Tantan, Soul, Instant and other social products were forced to be taken off the shelves due to poor supervision, and even products with social attributes such as NetEase Cloud Music could country email list not escape. the silence before.
In fact, from the perspective of supervision and rectification, stranger social networking has many similarities with the live broadcast industry: soft pornography, low violation costs, and difficulty in defining content scales... A bigger cake means stronger supervision.
For a large platform, the skin needs to be peeled off in one treatment, let alone a small and micro platform that has not yet been formed? Even latecomers have to consider difficult problems such as content review and teenage users when socializing with strangers, and the cost of solving these problems cannot be underestimated, which further increases the threshold for such products.
Fourth, the way to break the game?
From a product point of view, each user in the stranger social product is not a natural person; it is a user portrait stacked with data such as tags and user behavior, and the impressions left by users are the images of each other. social portrait.
We often have such a feeling that many people's impressions on the Internet and in reality are often quite different; in fact, the "he" on the Internet is not the real him, in other words, it is just one of his many social portraits on the Internet.
Yes, social profiles can of course change quickly across different products. In a brand new scene or a brand new role played by the user, the social portrait output by the user is often different.
The simplest example, are we playing the same person in WeChat Moments and Weibo? Obviously not for most people.
Why is Soul able to achieve rapid fission in a short period of time? It is not an ingenious matching mode, not only an excellent hot start and operation, but an accurate user portrait and a unique design for the target user; the avatar cannot be set with self-selected pictures, rich and diverse personal tags, and efficient and equal social matching ...
Soul's target audience was clear from the start - young people aged 16 to 22, and it was designed to meet the needs of this group; young people in this age group have a low social threshold compared to adults They don’t care about the quality of social interaction; at the same time, the situation of most young people at this stage is that they have no money, no social attractiveness, and their appearance and hobbies are not outstanding; With enough.
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