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Analysis of the pain points of social apps and the nine major schools. What are the prospects for WeChat and Momo?
| Is stranger social networking dead? " Of course it is. Today, the best entry point for social apps must be the "semi-acquaintance group", which is neither completely acquaintances who are unreliable, nor completely strangers who are unreliable. Instead, it is a group of people who have common points that can quickly make people familiar with each other, a path for continuous communication, ambiguous thoughts and shy hopes, and the possibility of warming up to (you know what I mean). This direction is completely consistent with the current market structure. On the one hand, social networking among acquaintances has been locked in both directions by Tencent's QQ and WeChat. All apps that tried to imitate Path and provide safe and private social networking among acquaintances have encountered difficulties. On the other hand, pure anonymous social networking among strangers is very popular. Various concepts are hyped and eye-catching, but after the craze has subsided, they have not been able to form effective user sedimentation. Only in the field of "stranger social interaction among semi-acquainted people" is it entirely possible for new giants to emerge. Just imagine, half-cookedness settles down to familiarity, and the next thing that might be overturned is... Stranger social products must focus on solving two major pain points: 1. The gap between social subjects is too big. There is really nothing to talk about between me and a girl who thinks smoking men are handsome in a dance hall. 2. Lack of valuable scenarios and topics, and not knowing what to talk about. Let the ordinary and kind-hearted people get rid of their boring lives and get social experiences that are not available in reality. As long as you can solve these two pain points stably and continuously, you may stand out in the battle. What are the solutions to the difficulty of breaking the ice? Here, the author has sorted out the existing stranger social products today and summarized nine major schools to share with you. Disclaimer: 1. I am a product novice and many of my opinions may not be reliable. You are welcome to criticize me, but I will not respond. 2. Some apps will be listed in the article, but no personal opinions will be included, no comments will be made, and there will be no advertising or malicious attacks. 3. This article does not discuss the issue of strong and weak relationships. The following classification methods overlap with each other, that is, a product may use several methods at the same time. 4. The description part only represents the general user psychology and has nothing to do with the author. The author is a serious person. Don’t think that the author is a social expert. In reality, I am quite dull and introverted, so I pay special attention to the social field. 1. Position Flow Based on the LBS ice-breaking solution, strangers connect with each other through geographic location, realize information transmission, and have social interaction. 1. Description: Do you still remember, time and again in a strange city, on a lonely and empty night, you would open Momo or WeChat with trembling hands and see, wow, so many good-looking people of the opposite sex, would you like to date them? This was the original form of LBS social networking. Later, this form was used in more ways. I passed you on the road, and it will be displayed in the APP. Each geographical location is a message board for the broadcast station, which can spread information and photos to the surrounding areas. Or like the "New World" project I planned, every location on the map becomes a territory that can be occupied, attacked, defended, and treasure hunted. 2. Examples: Momo, People Nearby on WeChat, Kru, Presence 3. Advantages: It fully utilizes the advantages of solomo and conforms to the "mobile" feature; because everyone is "nearby", the "possibility" of converting into offline relationships is greatly increased; it fully satisfies people's desire to peek and curiosity, making people more excited, more expectant and imaginative. 4. Disadvantages: In the first encounter, the nearest person is 7 kilometers away, and the further one is 152 kilometers away. Oh my god... In the second encounter, there are so many beautiful women around, and I tried to flirt with them... (A whole night passed and no one responded) In the third encounter, Jiubaoshan Cemetery, it was so cold today and the cemetery was empty. I looked at the people nearby and found that they were all beauties!!! The most annoying thing about the LBS-based solution is that it has extremely high requirements for "cold start" and must be based on a large user base, or at least form a high user density in a certain area. Otherwise, all the expected "magic points", whether encountering them anytime and anywhere, or calling for help anytime and anywhere, will become "a serious disconnect between user expectations and actual experience." On the other hand, as long as more people use it, any story you tell can become a phenomenon and become a trend. Many people can think of an idea like Alibaba’s “Getting to the Point”, but in the end, only a company of Alibaba’s scale can pull it off. What should you do at this time? Throw money into promoting the product? Can the startup company afford it? If the user density does not increase, the product experience cannot be effectively delivered. Conversely, if the product experience is not high, how can the user base grow? Isn't this a vicious circle? Therefore, mature Internet companies are often more likely to "handle" this kind of project. If you want to solve this problem, first find a detonation point like the Zuji blockbuster model, or a high-frequency and rigid demand like Dayima, and use a roundabout tactic. 2. Matching Flow Ice-breaking solutions based on matching logic, randomly matching strangers, or matching strangers based on data such as interests. 1. Description: Come on, let's randomly match a stranger, no matter what, let's chat first! Here, a drifting bottle comes over, and someone shakes it. You think it's unreliable? Then let the system analyze based on big data and find a girl like this: her interests are 90% consistent with mine, she lives in the same city as me, and the male star she likes looks similar to me (alas, it seems there isn't one). 2. Examples: 11:11, Bilin, Baobao, Guess What 3. Advantages: Socializing is simple and easy, without burden; push notifications like drifting bottles will drive activity and stickiness; interest-based matching will be great if it is as reliable as Yidian Zixun. 4. Disadvantage: A perfect match is often based on ideal conditions: opposite sex, good looks, lonely, empty and cold, and fully consistent with my interests. But...the reality is very bleak. When people use Bilin to match with the same sex again and again, or when a otaku opens QQ late at night and hears loud swear words from another otaku from the other side, what a loss it is. In order to achieve accurate matching, two conditions are often required. One is that you use it frequently and can accumulate interest data. The other is that the user base must be large. Otherwise, it will be impossible to match 100 boys and 15 girls. So here comes the question, for startups, if you can do these two things, your products and business ideas are definitely extraordinary... Activity Flow An ice-breaking plan based on offline activities, connecting strangers by launching and participating in activities, and integrating offline merchant O2O. 1. Description: A beautiful lady has initiated a party, and we will go AA. A girl wants to watch a movie and asks you to treat her. An investor has initiated an industry gathering to discuss the topic of stranger social networking. 2. Examples: Make an appointment with you, have a meeting, have a meal, have a micro-gathering 3. Advantages: Conform to social habits and easy to accept; easier to form offline relationships; easy to cooperate with offline merchants to make profits. 4. Disadvantages: Frankly speaking, I have the least experience with this type of APP, because I really don’t like to attend purely private parties, so the questions raised are all imaginary: I have high requirements for the quality and safety of the party, otherwise it will easily affect the experience; there are more wolves than meat, and when a girl wants to watch a movie, 50 men line up to sign up; it is easy to become a hotbed for illegal transactions, carrying policy and legal risks. 4. The ambiguous flow is an ice-breaking plan that focuses on pairing men and women, hehe, you know what I mean. 1. Description: Wow, so many goddesses. Wow, the photos are so bold, all about cleavage and long legs. Come on, give me a reward and show me more. If you think it’s vulgar, you can also say this: girls are queens and I am a servant. Girls all have wishes, I want to be a hero and save the beautiful girls. 1. The girl wants to listen to a song, I'm here to sing, but it's not the original sound! 2. Examples: Uncle, please help me, Oh, the goddess is coming, stay with me 3. Advantages: The needs are obvious and prominent. Sex and fear are always the two most irresistible forces in marketing. Women with ordinary looks experience the rare feeling of being surrounded and chatted up in life, and their vanity is fully satisfied. Some women can also try purchasing on behalf of others, or sell other things. Otakus can satisfy the pleasure of hunting for beauties like the emperor choosing his concubines. Although almost no one pays attention to them, every person of the opposite sex who uses this APP can be regarded as a dateable object by default, which makes them full of expectations and gets a kind of YY stimulation. 4. Disadvantages: Encounter one, "Haha, I found a strange APP on your phone." If you are a serious person, would you dare to put this APP on your desktop? Encounter two, "What kind of software is this? No, let me see it, don't hide, show it to me!!!" If you have a partner, would you still dare to use this kind of APP? Encounter three, "Do you want to make an appointment?" "Yes, come to 1912 and sit down." "Isn't that a bar street?" "Yes, have a midnight snack, drink some wine, and order a princess." There is no doubt that such APPs have been labeled with colored labels since their inception, and they can never be whitewashed. This makes their user growth fast, but the ceiling also comes very quickly - the number of people who can stably apply them is extremely limited. At the same time, it is easy to become a hotbed for wine and meal scams, illegal transactions, and even brings policy and legal risks, and there are precedents of being directly KOed by the Cyberspace Administration of China. 5. Game Streaming Ice-breaking is accomplished through interactive mini-games. Anonymous users play games together first, and then become friends after feeling good about the game. 1. Description: Let’s play If You Are the One first? Or Truth or Dare? Or you draw and I guess. They became playmates first, and as they played, they developed a "love" in the midst of war. 2. Examples: Pengpeng, Doudouyou, Beibei 3. Advantages: Games are indeed a more natural way of communication. They can also showcase the talents of both parties at a safe distance and form a cooperative experience. 4. Disadvantages: Just like matching, for the gameplay of game flow to be effective, it must be based on a high-density user base. Otherwise, you will either not be able to match a playmate at all, or the people playing with you are not actually human. At the same time, playing games always involves certain risks and pressures, and the cost of interaction is higher than direct chatting. This requires that your game must provide a high experience, be simple, interesting, and conducive to socializing. Otherwise, after spending a lot of effort, you fail to form an effective social interaction, feel embarrassed, and even girls ignore you. You absolutely cannot continue playing such a game. It is not easy to design a social game that everyone likes. 6. Square Party This is the most traditional type. Through forum communities, chat rooms, shows, groups and other "squares", everyone can demonstrate their own value, interact socially naturally, and gradually transform weak relationships into strong relationships. 1. Description: This is the most classic mode. I am not good at chatting, but I can pretend to discuss issues with everyone in the group, forum, and chat room where the goddess is, and then chat with her about anything while pretending to be serious. Familiar? Add private chat now! 2. Examples: Douban, Zhihu, QQ group 3. Advantages: Square School is the most classic approach, and its advantages have been verified for a long time. It is very consistent with people’s social characteristics and habits. It is easier to find like-minded people, satisfy vanity and a sense of belonging, and can also alleviate the tension and embarrassment of private chat right away. 4. Disadvantages: Encounter 1: I am a newcomer and I don’t know anyone in this group, so I just don’t say anything. The second experience: I was talking a lot in the past few days, but since these people started talking, I didn’t want to talk much anymore. If I didn’t talk, they wouldn’t talk either. The third encounter was that there was so much spam, marketing, and abuse here, so I quit. Encounter four: I spent a day coming up with this classic sentence, and only 10 people liked it. That celebrity got 100,000 likes for just one nonsense sentence, and that beautiful girl posted a photo!!! This is a situation that everyone encounters. The square gameplay has extremely high requirements for operations. If you are not careful, you will slowly slide into the abyss of information overload, and there will be collective silence and escape of users such as the "evaporation effect". It will aggravate the inequality of discourse power among people and release the terror of verbal violence. Sensitive words are prone to appear, touching the high-voltage lines of policies and laws. 7. Real-name faction It is absolutely authenticated real name, breaking the ice often revolves around specific matters, using people's identities and resource attributes to connect with each other, with strong purpose and mutual benefit. 1. Description: Wow, the HR girls in these Internet companies are so pretty. I’ll add them first. Let’s talk about work and connect with resources. Recently I wanted to communicate with this department, and first searched for their goddess: "Can we build a bridge of friendly exchanges between the two colleges?" 2. Examples: Facebook, Maimai 3. Advantages: Based on real identity, closer to the norm of work and study, more legitimate interactions, and clearer purposes; can satisfy little thoughts little by little under the guise of seriousness; can generate more beneficial benefits for real work and life; if operated properly, it is easy to activate users to satisfy their vanity and sense of belonging. 4. Disadvantages: The real-name group may encounter all the problems of the square group. Fortunately, they are all real-name, so irresponsible words and deeds can be relatively controlled. The authentication cost is high, which can easily form a user threshold. The cost of interaction is also high, the atmosphere is too serious, and everyone is a "person of status", so they are cautious and careful in chatting. The advantages of the virtual network have disappeared, the boundaries of identity and interests exist, and are even becoming more obvious. 8. The anonymous faction breaks the ice by being bold and absolutely anonymous, which is more in line with the essential characteristics of the Internet. 1. Description: Damn, these anonymous statuses are so exciting, how come there are such people in my circle of friends? Or, find someone to chat with anytime, anywhere, any topic, no attention, no pressure, chat if you want, and delete it after reading if you don’t want to. Tsk tsk, I'm not here for one-night stand. 2. Examples: wumi, jidu, yikyark 3. Advantages: It fully satisfies people’s desire to pry into others’ privacy and to vent their feelings in a relatively safe way. 4. Disadvantages: It can easily become a hotbed for verbal violence and pornographic information. Social interaction with zero cost investment often also means a sense of belonging is zero. People’s connections are too accidental, without attention or reputation, so social relationships are erratic and it is difficult to form deep sedimentation. The result is that it is fine when it is fresh at the beginning, but after a long time, the viscosity will definitely decrease and a large amount of water will be lost. 9. Interactive Innovation The use of a different interactive design makes matching, information flow and instant messaging cool, minimalist and dramatic. 1. Description: This interaction is so cool, the camera is right after opening the APP, we can communicate with pictures and short videos, my UI is so cute and tasteful! Or, this is the most advanced Tinder mode abroad, you see I can flip the cards like the ancient emperors, beautiful girl, swipe right, another beautiful girl, swipe right, why is it still a beautiful girl... 2. Examples: Snapchat, Tinder, Blink, Biu 3. Advantages: It may be more in line with the aesthetics of post-95s and become a phenomenon and trend; because the interaction pattern is very different from WeChat, Tencent cannot follow up, and it can't make WeChat like that; it is very eye-catching and easy to tell stories. It can quickly get investors' money through the great "track theory" by taking advantage of the popularity abroad. 4. Disadvantages: Apart from its eye-catching form, this model does not solve the most fundamental ice-breaking problem. What’s even more frightening is that cool interactions are often too advanced or simply do not conform to Chinese people’s usage habits, and thus fail to adapt to local conditions. Here I will specifically talk about imitating Tinder and imitating Snapchat interactions. Recently, Tinder, a foreign app, has become very popular. Many domestic apps have started to follow suit, and brand-flipping has become rampant for a while. However, based on my own experience of trying at least 15 apps with this kind of interactive design and flipping through the cards until my hands got cramps, I have come to the conclusion that this kind of app generally faces three major problems: First, the initial matching rate is not high, and you often get no results after flipping through them for a long time, and even if a match is made, there is no response, which inevitably makes people suspect that there are a bunch of operating accounts. Second, the applicable population is limited. For impatient and greedy men, do they like to see a girl in front of them one at a time, lift up her veil, stay with the one they like, and pick the next one if they don't like her - or, all of a sudden, a row of girls stand in front of them for them to pick from? Which one consumes more energy, making N single-choice choices or making one multiple-choice choice? Third, the photos are seriously faked. In an era when beautiful pictures and marketing accounts are popular, how do you know which beauties in these pictures are real and which are fake? After looking at them for a long time, you will get aesthetically fatigued and lose the ability to love them - it's all about eye contact, but everyone knows that it's fake eye contact. Let’s look at the applications of photo taking and short video interaction. The advantage is that they are very consistent with the characteristics of the image reading era. The efficiency of view interaction has been greatly improved compared with the past. Because there is no beauty modification, this kind of interaction is more real. But the shortcomings are equally obvious. In China, the most common images in such applications are walls, floors or ceilings. The reason is simple. The Chinese people’s demands for photo-taking and interaction are completely different from those of Westerners. Compared with the authenticity and efficiency of the interaction, they pay more attention to the “face safety” in sharing. Chinese people are too concerned about their face. They always carefully select and repeatedly modify their photos before they dare to send them out. If they take photos and send them out now, or accidentally take a picture of their ugly face, or have to take photos every time they have a conversation, it is really terrible and it brings too much social pressure on people. Is this for the new generation? Make no mistake, although China's post-95s are more flexible and open-minded, they are also more sensitive, have a more obvious concern for privacy and personal space, and have a stronger sense of loneliness and anxiety when facing real conflicts. After all, unless two people are close enough to have slept in the same bed, taking photos is generally a prudent act, and is more for sharing one's front side, improving one's status, and satisfying one's vanity. Friends who are learning to use Snapchat should think about its other side. Of course, there are exceptions to the above two situations. That is, in addition to dazzling imitation, you have touched the deep needs of users and grasped the point with a unique way of playing, which will be very different. As I said, design and sentiment cannot exceed the demand itself, otherwise it would be putting the cart before the horse and be rogue. When evaluating the nine schools of thought, the key lies in the positioning of your product - the targeted user group and business model, and then analyzing factors such as demand structure, experience cost, offline conversion difficulty, design style, and operational dependence. After reading this, have you made your own choices, ideas and strategies? Socializing with strangers is a big game, and human hearts are always subtle and unpredictable. You need to have the patience, sensitivity and empathy of a psychologist. If you have an idea, design an MVP as soon as possible to verify it. Otherwise, ten years later you can only tell your children that I had a great idea that could subvert Tencent if it was implemented. Social networks will always be the most difficult and most interesting area in Internet product design. At entrepreneurial gatherings, many people's eyes light up when they hear that you are doing O2O, online education, finance, etc. But when they hear that you are doing social networking, they either look at you as if you are aliens or their eyes are just passing through the air. However, it must be pointed out that in the foreseeable future, almost all business fields will be infiltrated by social gameplay, and many business models that are hyped up must be maintained by the social stickiness of a large number of users. Therefore, if you don’t understand social networking, you will only have one choice: burning money to death like a bottomless pit. Perhaps there are investors to accompany you. Starting a business is always a life-and-death struggle. Facing a giant like Tencent, entrepreneurs in the social field must have a "living towards death" mentality, prepare for the worst, and try their best. But is it enough to just solve the pain points in this article? It’s not that simple. If “breaking the ice” is not a problem, and the experience and initial promotion strategy can keep up, your product should have ushered in a small peak in user growth. Then a new problem arises, which will be explained next time (starting a business is difficult, I will write about it when I have time). App promotion, WeChat promotion, WeChat marketing |
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