Tanabata is over, but social networking cannot stop!

Author:Everyone is a product manager Time:2022.08.08

Editor's Guide: Tanabata just passed. Looking at the couple on the street, do you have a little urge to make friends? Although the social field is already a red sea, there are still a wave of entrepreneurs every year on this track. This article first threw out the understanding of social networking, and then gradually observed how the three mainstream directions of e -commerce platforms, content platforms, and social platforms are socialized, and more instances are given for everyone to discuss.

In recent years, social tracks have been hot. Strangers social, interesting social, private social networking ... New concepts are endless, new functions have blossomed everywhere. Basically cover a variety of social relationships such as acquaintances, semi -acquaintances, strangers, and social scenarios such as workplace, alumni, love, interests, life records, and various social methods such as audio, video and image shows. After watching Zhang Xiaolong's email in 2010, Ma Huateng was born. Therefore, voice chat, nearby people, friends circle ... WeChat rides the dust, from the original instant chat software to a national -level application, becoming work and life " "Infrastructure" existence.

The rise of WeChat has moved the anxiety of countless opponents. Along the way, there were Xiaomi Mi Chat, Netease Easy, and Ali. Later, there were toilets MT, multi -flash, and bullet text messages.

Perhaps, as long as the terminal device is not changed, the status of WeChat is almost irreplaceable.

大厂社交也只能脱虚向实，从挑战微信转为务实求真，把社交作为工具，满足用户基本的通讯需求，增加打开频次、活跃度、提升停留时长、为主业服务、带来More data is recommended ... This is the most important thing at the moment.

Under such goals, the trend of integration of social, e -commerce, and content is becoming more and more vivid.

This article will first throw out a superficial understanding of social networking, and then gradually observe how the three mainstream directions of e -commerce platforms, content platforms, and social platforms are socially interested in socializing, and give more examples for everyone to discuss.

At the same time, in the observation of social platforms, this article also compares cases in different vertical directions such as gameplay, social scenes, expression forms, close relationships, and audience groups.

This article is long, and more cases are summarized. Look at it slowly without worry.

1. The essence of social

Marx said the essence of man is the sum of all its social relations. The common social types are:

Promotional Social Social: Loved ones, friends and strangers Social: Do not have any relationship with you. Socials: Socials such as football, games, Hanfu and other workplace: colleagues, customers, partners to pay for social communication: the essence of socializing or dating as the purpose of helping people and people are people and people To connect, all social forms are meeting some of the needs of users, and this demand is fulfilled and fulfilled.

Therefore, the purpose of designing products is to improve dating efficiency.

The emergence of smartphones has increased the dimension of geographical location, increasing the probability of understanding people nearby. From the perspective of the dimension of dating efficiency, this is a huge improvement. It is an extremely important demand. As the communication deepen, the demand for running is becoming stronger and stronger. No matter how closely we communicate with strangers, once we meet, the relationship will cause qualitative changes, and the relationship between acquaintances has become more and more close as the number of meetings increases. Therefore, after the geographical location has become a reference standard for dating, the efficiency of making friends between strangers has significantly improved.

Another important part of the efficiency of making friends is the understanding of strangers. The more you understand the person, the higher the efficiency of the dating. Therefore, it is an important function to map real -world people to online. This mapping includes names, nicknames, gender, constellations, preferences, learning experiences, work experience, etc. Do you find that this is very similar to user portraits? The more elements, the more like.

But the most intuitive is photos. In the field of strangers, the first impression basically decides whether it is interested in continuing to develop, and even in the field of acquaintance dating, it will often talk about photos. Therefore, the exploration is currently the most efficient app in strangers. The live photos covering the entire screen only need to skate left and right to complete the matching process.

However, Soul blocked the value of the face, and matched the functions related to the hobbies through the planet, the one -testing, etc., so that people with the same hobbies met each other and become friends. Although it is far from the perspective of making friends as good as dating, it is also a very important way to make friends.

According to the dimension of information upgrade, the picture is higher than the text, and the video is higher than the picture, so is the video more efficient than the real -life pictures? It seems not.

In the process of matching friends, the video basically plays the same role as the photo, that is, "face value". The video also needs to be played. It is not as intuitive as the photo, the efficiency has not improved, but it has decreased.

Is the video connection more efficient? The answer is still negative. The video connection can indeed make the face -to -face communication easier, but it brings another problem face to face: embarrassing chat.

Whether it is QQ, WeChat or Momo, and exploration, it is the most difficult for the vast majority of people to communicate with strangers. Even if the opening remarks are solved, there will often be embarrassing chats during the chat process.

The advantage of text is that it can be published twice, and it can also "regret", that is, withdrawal. The advantage of voice matching is that the information is relatively single, and people can use their imagination to obscure some things. The video exposes too much information, looks, height, voice tone, figure, hairstyle, surrounding environment, and even some small movements and small habits. Too real and tasteless. This requires the platform to provide more user options, but at the same time, a certain scale of video dating capabilities with a certain scale is undoubtedly a great test of early platforms.

Another way is to introduce other characters to eliminate interference items, such as introducing the role of matchmaker, mediation by the matchmaker to help solve the problem of excessive interference items. This is very similar to a blind date in real life. It also needs a matchmaker to help highlight the advantages, weaken the disadvantages, and solve the embarrassing chat situation.

Therefore, like Soul, to do socializing based on interests and improve dating efficiency. Interests and socialization must first solve the tools with extremely low thresholds. EG: WeChat's communication function is tools, shake one is a tool, the pulse of the personal pages, human connection tests are tools, and the left -handed and right strokes of the exploration are also tools. They are also in line with simple and convenient. Everyone can use it.

2. Three core elements of social products

Core elements: content, interaction and relationship chain.

1. content

All social behaviors, especially strangers, make friends, the interaction between users must start with ice breaking. Content is the key to solving ice breaking. The better the content, the easier it is to reduce the interaction threshold. The form of the content is also diversified. EG: dynamic, comment, early design problems, personal information filled in (interest preferences, labels, photos, flags, etc.), friends circle, video, articles, music, people (blind date, blind date (blind date, blind date, blind date APP will have a professional matchmaker to help ice break))

2. Interactive content

Help users spontaneously interact.

Interactive method, EG: chat, greeting, reposting, comments, likes, etc. Different products focus on the way of interactive ways that focus on their own positioning. For example, WeChat positioning instant messaging focuses on chatting, and Weibo positioning weakens social strengthening media to repost interaction intensity. From the perspective of promoting the relationship between the relationship between the two parties, different interaction methods correspond to the corresponding ways to correspond to Different interactive interaction and value and value, users' dependence on a social product is only related to the relationship chain of the relationship set by users in this product. The depth of the relationship chain is determined by the value of interaction, and it has nothing to do with the number of interactions. The interactive value is very subjective, which will cause great differences due to the differences in user individuals. EG: The number of interactions between colleagues is high, but it is not necessarily intimate 3. The relationship chain

Relational chain determines the stickiness of users to the product, which prompts users to consume content again. Different interactive values can form different relationship chains, and at the same time different relationship chains also affect the difference in interactive value. Handle the sense of user presence and companion, rather than blindly upgrading the online relationship chain (close friend> acquaintance> mild relationship> strangers)

Next, let's look at how the three major directions of e -commerce platforms, content platforms, and social platforms are social.

3. E -commerce platform

The social business of e -commerce starts from the construction of an exchange sharing circle and the social networking of acquaintances. The small circles, Taoyou circles, Jingyou circle, and small circle are sprung up like rain, and the function of the X small circle has almost become an e -trademark.

Based on the self -built user relationship chain, users can share good things on the platform. The products they purchase/collect/purchase will automatically share them into the circle and be seen by friends. The grass and grass -pulling links are more closely combined on the platform, and the product evaluation system has a natural trust bonus through the social relationship of acquaintances.

In addition to the "circle", Taobao also opened up the path of user exchange in the ecology, "sharing" with friends "shopping carts", "shake the face to the face", and the "shopping together" of the sideways of the border sounds, "Send it to the loved ones who love love. A copy of "" Find Friends Help "and the 11th Interactive Game" Meow Sugar Story "team to grab discounts. Compared with Taobao, it is closer to social networking through WeChat diversion and social fissure changes.

Pinduoduo completed the migration of the acquaintance relationship chain through a knife and help with the withdrawal.

From a platform perspective, traditional e -commerce is trying to build and consolidate its own traffic pool with the help of social growth.

On the one hand, the news and dynamics of acquaintances are easier to recall friends, which can bring users higher frequency opening, longer stays, and more activity. The trust relationship between acquaintances can also promote consumption.

On the other hand, it can obtain richer data, more comprehensive portraits, and assist recommendations through social relations. Huang Yan calls it a "friend-style AI algorithm", which is more suitable for humanized needs. Through the group to understand people and recommend things through people, compared to the conventional AI algorithm-data label based on massive users, there may be Another surprise.

Social networking is not a strategic goal for the giants. In the final analysis, social functions are still in order to cooperate with the main business to promote transactions.

From the perspective of the growth of the consumer Internet, the source of product flow is nothing more than three parts: tool value, content value, and interpersonal relationship.

The entrepreneurial and user growth space of tools and content layers has basically been hollowed out by products in the era of Web 1.0 and 2.0. The rest can only be interpersonal. Therefore, the logic of large factories to do socialization is different from small factories. Small factories must develop, grow, and support themselves, so they have to explore social commercialization of business; It focuses more on user growth and retention value behind social.

Fourth, content platform

Compared with the e -commerce platform, the social attributes of the content platform are naturally stronger. Social relations can reduce the threshold for acceptance of content, and the content can be promoted to the establishment of the relationship in turn. There are two main ways to do social networking on the content platform. One is to improve social functions within the platform, and the other is to develop an independent app to rely on the content output of the platform.

Netease Cloud Music has accumulated music copyrights and community user portraits, and launched the social app "MUS", which can match the personality and hobbies of the user's listening data data to achieve matching. In the past, it has also launched sound social APP "sound waves", "sound streets" for the K song community for young people, and "heart encounter" of strangers. Among them, Mus has the most sufficient use of song data.

MUS's friend matching interface is similar to exploration, "left fork and right heart" to choose a stranger who is interested. And the avatar setting needs to be uploaded to the real photo, and there is no facial cover. On the one hand, MUS emphasizes the fit of music taste, on the one hand, it requires users to provide real avatars, and it seems to return to the old road of Yan value. It's like the shell that pays attention to music and souls, but actually look at the face. The picture below is MUS, and the right is the exploration:

Netease Cloud Music has a social application and has the natural side. Its positioning is the community. Through the comment area and the song list, the users are connected and resonated. As a result, a strong user stickiness has also been obtained, and a lively "Yuncun" is also derived.

Baidu relying on voice capacity (its graphic information flow seems to have been useless), many voice social APPs have been launched. Strangers Social Hi Circle, Campus Social Whale Theory, anonymous social scandals, video social scarlets, voice social sounds, interesting social, and social communication, but I have tried more, but it is tepid.

Douyin Kuaishou is mainly based on the content of the content of the content of the platform, which basically covers acquaintances and strangers/anonymous social networks.

Bytes are divided into two parts: the establishment of a relationship chain (mainly through communication recording) and social interaction (mainly depending on product functions as trembling). The former is mainly to increase the relationship between the relationship between mutual management, establishment and expanding acquaintances on Douyin, and the latter is mainly acting, comments, and visiting the homepage after the establishment of the relationship.

In addition to the basic private messages, city, and chat room functions, Douyin has launched independent social products in the past two years, and has successively launched independent social products. Function, in terms of social networking from strangers, has been tested in the platform, shaking, the same city circle, and interest matching. These functions have not produced a superposition effect, and most of them have no response. Whether it is an acquaintance social or strangers, Douyin cannot use a large amount of users to establish a solid social relationship network.

Therefore, in a sense, short videos and social interactions are naturally mutually exclusive. Users are immersed in information cocoons for forgetting loneliness, and the demands of finding people to chat are left behind. The reason why Douyin has a strong "addiction" is precisely because of cutting off the user's social connection and allowing them to focus on entertainment. Therefore, if you want to turn the user's attention from the content consumption part to chat and interact, reduce the user's dependence on algorithm recommendation and head content, you need to re -cultivate social soil.

Kuaishou's own social attributes are stronger. For example, in terms of content recommendation, Douyin starts from user interests, not friends and geographical location, and Kuaishou is different.

For the content platform, social networking is a tool for increasing opening rate, daily activity, user viscosity, and promoting UGC productivity. It is a means to obtain data from the platform, and it is also an inevitable result of the user density to a certain extent. Zhihu, Xiaohongshu and other content communities are also this logic.

5. Social platform

Before talking about social platforms, you need to distinguish the social and community. In this section, you will not discuss community products such as posts, interest tribes, institutions, building blocks, hobby, etc. Essence

1. Social community segmentation

In a broad sense, social and communities contain each other, but the separation between the two in the narrow sense is quite obvious. Social relationships are relations, communities are content dependencies. The community focuses on the content, and the threshold is high. At the beginning of the project, people are divided into two types, KOL and ordinary people. Social focusing on people needs to be equal, and everyone can leave imprints.

The significance of social networking focuses on the communication between people, and the community's business lies in the sharing of high -quality content on the square, which is based on the weak socialization of content.

If a product is used as 1, x = content dependencies, and Y = relationship dependencies, then x+y = 100%, so as to subdivide the location of each morphological product (see the figure below). When the proportion of relationships dependence is greater than 50%, it is social products; when the proportion of content dependencies is greater than 50%, it is a community product.

Interpretation of various morphological products:

Communication tools: Relying on relationships completely, not relying on content. The premise of communication is to establish a relationship connection. For example, corporate communication tools such as nailing, and the relationship between the same is established by default, and then there is communication. Relying on content, such as WeChat/Momo/Exploring, the core of interaction is IM chat. The connection is established by migrating real relationships/people/flop nearby. Strong dependence on content, such as Facebook/Everyone, you need to establish a connection first, and then the core is asynchronous interactive social media: strong dependence content, also dependent relationships, such as Weibo, the core is the production of "media" content. "Relationship," forwarding "community: strong dependence content, weak dependence, such as Zhihu/Xiaohongshu, content production of UGC, use relationships during distribution, establish new relationship content in the process of content consumption process Consumption: Absolutely dependent on content, weak dependence, such as love excellent, content supply is diverse, the core is to consume content, distribution does not depend on relationships, and consumption scenarios are rarely established. /Portal, the proportion of content production is high, distributed consumer center, 2. Social platforms to exert their efforts to return to the starting point of the original product. All Internet products are essentially at the same time battlefield. As long as users can spend time on the APP It's okay, so the social platform does not need you to really make friends on it, as long as you want to spend time. Taking the social network and the reality of entertainment, Momo's death is relying on the live broadcast business, and Soul's game features are increasing. Social APP does not really want to help you find friends, just want you to spend time and recharge. The social interaction of entertainment consumption is a typical "invalid social", and naturally it will not allow users to have a sense of "gain".

Under the dual pressure of social networking on the cross -border of large factories and its own development, social platforms can only accelerate the trials of gameplay, social scenes, expression forms, close relationships, and audience groups.

But most of the attempts could not escape the names of their names, a short -lived, and anecdotes.

Subsidate gameplay:

There are random videos, the concept of Yuan cosmic concept, and mobile desktop components (the private social part of the "segmentation relationship" in the "segmentation relationship") and so on. The Yuan universe has gels, hippace, party island, and rainbow universe. Yingke even renamed the Ying Universe. Immersed virtual social platforms to build the Yuan universe ecological ring.

However, in essence, most of the social products of the Yuan universe did not get rid of the social gameplay of traditional products. They just upgraded the simple scene and character image based on the original social products. If so, the new QQ show and QQ music newly added virtual community gameplay Music Zone, which is also the social society.

These APPs are similar in core gameplay. They add the "3D Virtual Image System" to pinch their faces and increase virtual social functions such as online chats, simple interaction to listen together, etc., all are keen to let players build their own islands, and and as well as their own islands, and and as well as their own islands, and and as well as their own islands, and and as well as their own islands, and and as well as their own islands, and and as well as their own islands, and as well as their own islands, and and as well as their own islands, and and as well as their own islands, and as well as their own islands, and as well as their own islands, and as well as Increase the island to go to the island, plant vegetables and sell vegetables and sell vegetables.

To put it bluntly, the so -called Yuan cosmic social networking is only 3D to 3D products, and it is still in the 1.0 era of "pan -social". , Become a "deeper understanding of people." As for the real Yuan universe experience such as "Number Player", there is still a long way to go.

Social subdivision:

There are workplace, dating, marriage and love, game accompaniment, spiritual companionship, etc. For the social interaction outside the workplace, interaction outside the work is social, such as pulse, daily work communication tools such as nails, not social

Marriage and love affair socially like-Yiyi-user is a matchmaker model, lily-professional matchmaker and customized service model.

Social social society such as SOMEET, users can send offline activities online, similar to Douban City. The earliest popular abroad, such as social networking sites.

The starting point of the event is actually the real social network under the recklessness, using the party as the main product, but this model encountered water and water dissatisfaction in China. Multi -person activities offline have considerable uncertainty, especially in China, which is generally not good at Social, and depends on the planning and organizational ability of the bureau. Moreover, Chinese users are not used to paying for non -functional services, and the social network has not explored mature business models. Someet has a reputation but does not make money. It was shut down early.

Social social socialization is also a kind of social networking, and talked about the "closeness relationship" below.

Segment the audience:

Such as young people, elderly people, generations Z, sinking market users, etc. For young people's interest preferences, such as Ali's food and planting grass community "food notes"; Xiaomi's main "Mimi Planet" and "ONE have gravity", explore the content and video in the video direction.

Around the Z era, such as "painting sound" positioning communication chat tool, the main video message function, the user group is mainly after 00. The new version also adds functions such as drawing diary, story wall & hotspot, magic stickers, etc., and drives social networking with content and new gameplay, driving the Z era to interact. There is also the social product "Picopico" for the stranger of the Township Z, which comes from virtual props and virtual gifts.

And the post -00 social product, such as the circle of celebrities (language C gameplays, multi -person interactive version of the same humanistic creation, can play various stars, black words gathered), small belly (social development platform, soft cute wind, chatting with chat, including chatting , Group, personal dynamics and other social infrastructure. The gameplay is similar to QQ shows. There is also a very interesting place in the playground -small courts, where disputes occur between users, there are jury), werewolf killing) (Voice interaction), TIKI (60s speed matching video chat), building blocks (adding left -sliding and right slip mode on the basis of Soul soul matching), faction (brainless vegetable brush red envelope game), buying cute (game community), etc.

Women's products such as online companionship "sweet companionship".

By subdivided the user base, these APPs avoid direct competition with other platforms, and can live at least for a period of time.

Subdivision expression form:

Such as voice, pictures, videos, music, etc. The main video social social, such as the short-flickering of the bytes, the short video social, and eventually tied with Douyin to switch to the social-connection, video chat in Douyin.

The main music social and interest matching, such as the "MUS" of Netease Cloud Music, has a function similar to Soul. Earlier, the "Kankan" module entered the venue of the "Kankan" module. MUS analyzes the user's music personality through the user's listening data, and then recommends the same netizens for their preferences. Yunyinle users have a strong willingness to comment, with community attributes, and the social interaction of strangers can also enhance user stickiness.

The main audio socialization is basically voice matching gameplay, such as Clubhouse, Heart to Heart, and game accompanying the track "TT voice", Tencent's "Q dimension", echo, light chat, Twitter's voice chat function "Spaces" , Baidu's "Hi Circle".

At present, the social APP on the market basically contains the function of voice chat. Compared to text chat and video chat, voice chat does not need to be typed, organizes language, and more efficient communication; can also retain some mystery and create more imagination; it can also avoid video chat. Psychological pressure caused by unfamiliarity with each other.

SwoonMe is also a dating software mainly audio. Users need to upload selfies, but they will be transformed into anime avatar to display it to other users. The most important thing is that each user needs to record a small piece of audio, including self -introduction and a series of issues. Answer, such as what kind of partner you want to find, whether to find a marriage object or a random relationship with this software, etc. After the user matches, the system will encourage the two parties to chat, especially voice chat instead of exchanging selfies in a hurry. As the dialogue is performed, the real photos of the other party will gradually emerge.

Dating software such as Tinder makes people get used to looking at the appearance. The SwoonMe model is to hold up the superficial flag and place your personality in front of the appearance. "Anti -Emile Dog" software similar to SwoonMe is becoming more and more popular, such as Jigsaw, Inynyn, Taffy. They all use the mode of blocking user photos to encourage users to chat first, accompanied by a little exposed photos with the dialogue.

Anti -beauty and anti -anxiety be real also takes a fire overseas. Through time -limited shooting and prohibiting filtering, the focus is true and at this moment. Be real cannot choose a photo album photo, you can only send the original picture directly, and the front/rear camera is taken at the same time, and even the number of re -shooting times will be recorded in details. middle. In addition, it has only one interactive function Realmoji, which is different from ordinary likes. Here users can choose an emojl emoji to imitate to take pictures. And BE Real's countdown two minutes also inspired users' creativity.

It can be found that the recent explosive social apps are doing subtraction for social networking. Perhaps it is precisely because the young people are now layered and vertically evolved in the circle and refused to socialize. , Refuse the characteristics of modification.

Subdivision relationship is tight:

There are strangers, semi -acquaintances, acquaintances, private relationships, etc. This section is long. It will mainly understand the social interaction of strangers who have been working hard, and the private socialization that has recently burst into fire. In the social network of strangers, by observing different apps at home and abroad, it can be inspired. As far as the stranger circle is concerned, there are two largest social conventions, one is the needs of the workplace, which is also the foundation of the pulse entrepreneurship, and the other is hormonal demand.

Social networks under hormones can basically be divided into 3 stages:

Based on geographical matching, such as WeChat, Momo, etc., such as "nearby people" or "shaking" to swipe their faces, left sliding PASS, right -slip, the main representatives are to explore interests and social networks, through personality, hobbies, etc. The label matches different people, and has also made a breakthrough in the gameplay such as voice wheat and video connection. The main representatives are soul and UKI. The underlying demand of that layer is just needed and tenacious. In foreign countries, the supervision environment of dating software is more relaxed, the user base is more open, and they are willing to do it, so they only need to continue to innovate to attract users to interact and stay.

Tinder, Snack, Schmooze, So Syncd, HyperConnect all have their own careful thoughts.

The old -fashioned dating software Tinder tries to make itself more discovering and interactive. In 2019, the interactive adventure game "Swipe Night" allows users to feel the end of the world in the first perspective. Will you save your dog or save people? "Choose the same user to match at the same time. This function plays a role in the three views of the preliminary trial and chats with users. Last year, the "Discovery" sector was also launched. Users can participate in activities such as "SWIPE NIGHT". They can also find and chat with other users with interested topics without having to match first.

Snack is mainly videos. Users do not need to fill in BIO, just upload videos to express themselves. Other users will open the chat directly to match if they like it. In addition, it is one of the earliest software that can be logged in directly with TIKTOK to log in directly. Let the user can turn the Tiktok video to Snack with one click. Schmooze is paired by allowing users to choose Meme's choice, finding user preferences through machine learning training, and accurately matched the people who are coming. Because whether to understand a Meme and feel that it is funny representing hobbies and values, the choice of Meme is actually a screening of political preferences, popular culture, and humanistic knowledge.

HyperConnect two mobile social products, AZAR is a live video and voice chat platform that can translate users from different countries and regions in real time to break social barriers; Hakuna is an audio streaming tool that allows many people to be at the same time at the same time Audio live broadcast, the broadcast owner received user rewards.

So syncd is based on the user's personality, and the standard comes from 16 personality tests of the well-known MyER-BRIGGS. DIVE is similar to Soul. Users can match interactive games such as quiz, personality testing, mini -game, constellation test to match the other party.

In China, since Momo and exploration, only Soul has developed in the social field of strangers.

On the one hand, voice communication does improve communication efficiency compared to text. Even so, people in real world cannot quickly generate emotions and spiritual satisfaction. Because social nature is a low -efficiency thing, the establishment of the relationship requires the precipitation of time, and the accumulation of trust requires multi -directional interaction. In the acceleration of social products to connect to people, it will naturally dilute the emotional concentration of the relationship and lower the spirit of interaction.

On the other hand, Soul has weakened the impact of Yan value in social interaction. Even if it creates a virtual world that does not look at the face, Soul is still difficult to escape the curse of hormones, and the function of the square has been launched. There are only good -looking people here to play. The information flow recommended by the algorithm is mostly "sexy" beauty. Selfie and ambiguous copy.

From the perspective of business models, it is not difficult to understand. Social APP is a typical network of network effects and scale effects. It does not like e -commerce products with substantial products, and does not provide high -quality content like the content community, or other tool -type apps provide a certain The specific service of the items depends on the frequent interaction between users. And strangers are essentially a non -persistent and uncertain demand. If you want to gather enough users, it will eventually be able to become a "artillery artifact" and finally become WeChat wedding dresses.

In order to overcome the muds of hormones, social platforms have begun to tilt the audience's age to the post -95s and even post -00s, and the noodles of the interest matching are narrower and thinner. For example, dots, handed claws, and a lot of tree hole apps. Taking DOTS as an example, 90%is a student at the school, and there are many college students studying together on the platform, such as poetry clubs, English learning corners, and postgraduate gangs.

The high -quality dating environment has created the unique atmosphere of these niche apps, and according to different interests, these small platforms have refined them into small Z -era communities. In order to maintain the cleanliness of the community, the threshold for users to enter these platforms is also higher.

But for "cleaning", these niche apps have abandoned traffic and scale to some extent, but in the universal gameplay of the Internet, the size of traffic is the destiny of financing and the foundation of commercial monetization. Therefore, the theme of the popularity of the tide multiplayer and even the Mai APP "handed the claws" stopped in June last year.

For the Social APP of Strangers, the most natural changes are membership value -added services that are surrounded by the construction of the relationship chain, the association, and deep diplomatic relations. This is also the mainstream monetization path.

Members of Overseas Social Products Tinder are successful. Exploring the popular sliding matching is to learn from Tinder, but the membership service income of Tinder's membership is much higher than the exploration. Its functions include unlimited praise, visible objects, non -advertising, viewing people who like you. The reason for the paid for a good job is that on the one hand, the user base is large and the supervision environment is relatively relaxed, which is conducive to its many monetable spaces around the matching relationship; on the other hand, the DATING atmosphere at home and abroad is different, and the foreign countries are more open. These DATING APPs are The focus of payment is to let you fill in the Relationship Goal, and it is easier to match according to this label. But the focus of domestic payments may just say that you have paid, and you will brush a few more people.

In addition, the survival of strangers is also a problem. Whether it is a relationship chain or community content, there is no particularly strong starting point, and it will turn to WeChat when chatting. Therefore, Momo's growth live broadcast and the Yuan universe, and some strangers social apps began to turn in the direction of comprehensive entertainment, to incubate online werewolf killing, online script killing, KTV rooms, etc. on their own platform. duration.

Recently, more private social apps have also emerged. Since Locket Widget, this "2 × 2" desktop component, "Motive Pack+Private Social" has become a new trend of social tracks, such as Livein, Bereal, Snapwidget, and Momo's launch apps launched in China in China Wait.

The "sticker" function is also very simple. After adding a friend (5 in the upper limit), you can take photos in the application and transmit it to your friends, and the photos will be directly displayed on the components added by friends. With the refinement of user needs, the functions such as selecting a specific user to send photos, shooting small videos, and automatically generating "stickers memories" are also added.

Compared with the current mainstream stranger's social and acquaintances/semi -acquaintance APPs, such products are obviously lighter and relatively simple, and they cannot even retrieve photos from the album. It not only meets the user's desire to share, and does not take up too much time. From the limit of the number of friends, it can be seen that it emphasizes sharing for close friends or loved ones.

The gel positioning launched this year is also "pinching face 3D image+close friend social." It is not difficult to find out that when the circle of friends has become a "wide and explained" bulletin board, more and more users start to close the circle of friends and even change it to "only three days of visibility". As a concept of "social networking", it has once again become a new concern in the social field.

Applications such as Livein, Bereal, and Patch are trying to meet the needs of those who do not want to disclose the circle of friends but also need to share with specific users. Compared with open platforms such as friends circle and Weibo When publishing the content, it may be modified and edited. The shared operation of such platforms can be completed in an instant, and the other party only needs to look at the screen to know. However, whether it is a stranger's social, private social, or interested, everyone is exploring and catering to different social needs and preferences of users. Although products are new, how to maintain the continuous use of users is still the top priority of these apps.

In addition, independent apps need to support themselves than large factories incubation and water testing apps. The monetization model of social products is nothing more than value -added services such as advertising and selling members. The former does a traffic business. There is no essential difference between social exchange and tool flow. The latter collects "tolls", charges through social relations on the "blocking" platform, or creates revenue through live broadcasting. But even Momo and exploration, their revenue and paid users are continuously declining, live broadcast revenue declines, and value -added services have grown weakly.

Therefore, these "small and beautiful" social APPs can only find balance in product tone, expand user base, and realize it.

Zhang Xiaolong said that the essence of society is to find the same kind.

In today's atomic society, the liquidity is continuously intensified, the original social relationship structure is disintegrated, and people are forced to divide into a solitary island. They are eager to be connected by similar kinds. It is this bridge that needs to be played on the same kind.

In addition to making hormones and dopamine, social APPs need to provide more incremental value to connect to the same kind. It can only be said that the future is available, but I don't know when it will come in the future.