Wechat, Weibo, Douyin, Kuaishou, Xiaohongshu and other social platforms that gather traffic have become a position for the majority of netizens to share their lives.
Experts believe that many social platforms have been "communalized", "circularized" and "e-commerce", and it is very important to build core competitiveness and form differentiated characteristics.
Why don't they like to post friends circles
"After work, I suddenly found that the circle of friends has no trace of everyone's life, and unconsciously it has become a variety of advertisements for driving school enrollment, education counseling institution enrollment, rental agency, card sales and mobile phone sales." "WeChat Moments just emerged. At that time, I shared all kinds of things every day, shared food and fun, and shared various daily life. I felt very fresh. I could post several a day, but now I may post one a month, and I don’t like it more and more. The circle of friends has been exposed." ... Recently, "There is no trace of life in the circle of friends" has become a hot topic on Weibo and has become a hot topic among netizens.
Why don't many people like to send friends circle?
Some experts believe that many people have begun to experience "social media burnout", not posting or deactivating their Moments, or setting a certain period of time to be visible. This is mainly due to the following reasons: First, complex relationships bring psychological burdens, and many people's Moments have all gone through the process of continuous expansion, from friends to parents, colleagues, leaders, clients, classmates, teachers, when there are more and more similar weak relationships, posting a Moments will reduce the fun of sharing; second, excessive commercialization Offensive.
When Moments gradually become a hypermarket, the trend of commercialization intensifies, and the motivation to post Moments becomes smaller and smaller.
In an interview with this newspaper, Liu Dacheng, deputy dean of the Internet Industry Research Institute of Tsinghua University, said that social media such as WeChat has grown into a powerful ecosystem that enables people to interact, trade and share with others online, eliminating the limitation of location.
This enables the social platform to attract a large number of users. The social platform has also established a huge ecosystem of products and services around its core business. In the future, the user experience should be continuously optimized through technological and functional updates.
Attract users with differentiated content
In addition to WeChat, there are some social platforms that have gained attention in recent years.
The "2022 Mainstream Social Media Platform Trend Insight Report" (hereinafter referred to as the "Report") released by the data analysis platform Weiboyi shows that from the perspective of stock, WeChat, the social app used by more than 1.2 billion people, has become the first in the social track. name, followed by Douyin, Weibo, and Kuaishou. These three social media platforms are in an absolute dominant position in terms of user activity. Station B, Xiaohongshu, and Zhihu are three relatively small and beautiful content community platforms in recent years. It starts with users from different circles and expands outward to jointly support the third traffic camp of social platforms.
The "Report" data shows that Douyin and Kuaishou platforms have the highest user stickiness, and the platforms have the closest relationship with users.
Among them, Douyin's users spend an average of 144 minutes a day, and users visit about 20 times a day.
Industry insiders pointed out that the form of content interaction and sharing on social platforms is changing. In recent years, Douyin and Kuaishou, the fastest growing social media platforms, rely on the content on the platform to attract consumers.
In the past, social communication was mainly pictures and texts, but now it is more of short videos, which puts forward new requirements for the presentation method of social platforms.
It is understood that Station B, Xiaohongshu, Zhihu, etc. have obvious community attributes and circle attributes, and fine, vertical, and interest-focused social platforms are gradually emerging.
Wang Yumei, head of the business intelligence and analysis division of the big data analysis company "Miaozhen System", said that many social platforms in the early days took the route of knowledge sharing.
For example, Zhihu’s shared content focuses more on textual knowledge, while Station B focuses more on original videos.
But now there is a clear trend among young users to form different groups and gather together on social platforms based on their own interests and hobbies, and they are also more easily influenced by bloggers.
Many social platforms have made new layouts based on these changes, such as increasing the introduction of different types of bloggers to enrich content sharing.
"The social platform that is doing well at present is transforming into a knowledge-based platform, attracting audiences with professional content, rather than simply doing business transformation, this is sustainable." Wang Yumei said.
Avoid violating personal privacy
The younger generation who grew up with the Internet has a natural intimacy for social networking.
Even if you don't know each other, you can gather together to discuss hobbies, consumption experiences, etc.
The “planting grass” model on social platforms has become very popular in recent years.
For example, bloggers on the Xiaohongshu platform often output the real experience of using various products, and many users regard it as a shopping reference. Some businesses cooperate with bloggers to cultivate consumers by "growing grass" on the platform.
"Many social platforms are cultivating their own e-commerce positions with goods. Social platforms and e-commerce have formed a system that integrates and supports each other. For example, Douyin and Kuaishou have formed an e-commerce ecosystem and an advertising ecosystem." Liu Dacheng said.
Everyone seems to be using the same social platform, but the pages presented are "thousands of people and thousands of faces". This is related to the personalized recommendation based on different dimensions of big data, so that many advertisements tailored for users appear in front of them. It also includes some violations of user privacy.
Recently, the Shanghai Jinshan District People's Court heard a personal information protection dispute.
Xiaoyu is a law student in a university. As a senior user of a well-known social platform, she is deeply troubled by the personalized advertisement recommendations that the platform pushes from time to time.
In order to avoid being misled by personalized advertising recommendations, and for the purpose of protecting the security of personal information, Xiaoyu hopes to completely close the platform's personalized advertising recommendations.
However, when entering the platform's personalized advertising recommendation shutdown settings, Xiaoyu found that she could only choose a 6-month shutdown period. After the expiration, the platform will automatically and automatically restore personalized advertising recommendations.
Xiaoyu then sued the developer and operator of the social platform to the court.
In order to ensure the security of personal information and safeguard the legitimate rights and interests of citizens in cyberspace, the Shanghai Jinshan District People's Court issued a judicial suggestion to the developer and operator of the social platform.
It is reported that the platform developer and operator have taken relevant measures to actively rectify, revise the settings suspected of infringing personal information on the platform and cancel the automatic recovery of personalized advertisements.
Experts believe that the provision of advertising services is an important business model for many social platforms to operate and develop. Personalized advertising technology is a commonly used interest matching method in the industry. The application of new technologies should also be based on the law. Balance between user information security.
Liu Dacheng said that social platforms should focus on long-term development. When using technologies such as big data, cloud computing and artificial intelligence, they should avoid infringing on personal privacy, causing information security problems and affecting user experience.
Li Xueqin