A brief history of Internet social products

& quot; like & quot; or & quot; don’t like & quot;, this simple binary switch defines the basic logic of social networking so far. < / P > < p > < p > & quot; likes & quot; gives users a chance to show off their identity and show off again. More and more users are willing to publish their own personalized content on wechat. < / P > < p > in 2018, a post became popular; in the same year, twitter also reported that it was planning to cancel the like like function; and a year later, instagram began to experiment with hiding the like data. After promoting the development of social platforms, dianzan economy has been questioned again. What is the logic of liking? Under this logic, which has been popular for more than ten years, what does the current & quot; like & quot; inhibit? &Where will this feature go in the future? These problems are worth thinking about. < / P > < p > this & quot; thumbs up & quot; icon has officially come into the public eye since Facebook, but it’s actually a big idea. < p > < p > in 2007, Bret Taylor left Google and founded FriendFeed. FriendFeed is a social platform that integrates elements such as online communities and blogs. It’s designed to make it easier for users to track friends’ movements on social networking sites such as Facebook and twitter. Although FriendFeed has always been popular with Silicon Valley people, it was not popular among mainstream users at that time. However, Bret Taylor gave birth to & quot; like & quot; during FriendFeed. < / P > < p > the launch of the liking function, in conjunction with the social graph and event flow function that Facebook has launched before, enables users’ behavior to be better transformed into statistical and effective data. Users have changed from relatively independent content producers in blog era to content consumers in the same content pool. The map API, which goes online at the same time as the like function, enables developers to access users’ activities on Facebook to form user portraits. The user’s “like” or “don’t like” in innumerable information become the data basis for customized advertising in the future. < / P > < p > the boost of liking for Facebook is directly reflected in the number of users. In 2010, Facebook users increased from 337 million to 585 million, and on March 13 for the first time ever visited more than Google in a single week. Even as advertising revenue increased, Facebook announced in September 2009 that its cash flow had turned positive for the first time, and that its single user profit was negative only a year ago. < p > < p > in 2010, YouTube changed the tedious star rating into a simple like / step system; instagram, which launched in the same year, put the number of likes directly under the published pictures to stimulate users’ eyes; twitter also replaced the expression of “collection” with “red love” in 2015; At that time, Twitter’s monthly live user growth had dropped to a freezing point of 1.4%. < / P > < p > < p > & quot; like & quot; is a way for users to express their approval of what they see on the Internet. If you want to trace the predecessor of & quot; Praise & quot; in real life, it is easy to think of clapping. < / P > < p > compared with one-to-one compliments or running around to express approval, applause is the lowest threshold and the least burden of expression, and can also maintain a certain sense of distance. < / P > < p > this also applies in the logic of & quot; like & quot. Among the feedback methods of content on the network, forwarding is too heavy, while comments need to output opinions. &As a result, there will be a lot of “like” at work or in kinship. And a cold knowledge is that applause, as a conscious act of praise, is acquired – just as we learn to praise. Plautus, a Roman playwright in 200 B.C., used to write plaudite at the end of a play to remind the audience not to forget to clap their hands or make sounds to thank the performers. &The habit of clapping also began to appear in the theater and has continued. < / P > < p > & quot; likes & quot; is essentially to meet the basic needs of people who want to be seen and recognized on the Internet. According to geoffman, a sociologist and psychologist, all people can be regarded as actors in their daily life. Just as actors expect feedback from applause on the stage, everyone hopes that the content they send out on the Internet is recognized, which is also in line with his concept of impression management, that is, no matter what intention a person has in interpersonal communication, he always defines his own image for the observer regularly, so as to manage other people’s impression of himself and the way of communication. < / P > < p > in an experiment that simulates teenagers sharing pictures on social networks, the experiment shows that the brain activity of teenagers who receive a large number of & quot; likes & quot; is similar to that of people when they win money, that is, they receive a positive signal to encourage them to continue publishing content. < / P > < p > so repeatedly, the humble mechanism of & quot; Praise & quot; has become the catalyst for the original content output of the entire social platform, and shows great potential in the business dimension. David beer, a British sociologist, said in his research that users are constantly providing details of their real life. &It turns the public’s preferences into statistical data, which can be used as a basis for users to classify and capture target groups, which makes it possible to customize advertisements. < / P > < p > for example, after the introduction of & quot; like & quot; mechanism, Facebook’s number of advertisers tripled in 2009. < p > < p > take YouTube as an example. In the original star rating system, grading is too small, resulting in the following consequences: 1. Many people are too lazy to think and give up giving feedback. 2. There are too many fuzzy areas, and the result is not accurate. What’s the difference between three stars and four stars? < / P > < p > the more choices one faces, the longer it takes to make a decision. Its mathematical formula is: reaction time t = a + B log2. < p > < p > in a rating statistics on YouTube videos, 1 star and 5 stars are the most common ratings, while 2, 3 and 4 scores are much less. < / P > < p > if hundreds of millions of users interact actively, they will cultivate a batch of online celebrities or opinion leaders who are ready to respond. Some of these celebrities will become the favorite of advertisers. < / P > < p > but with the popularity of social networks, it seems that & quot; de Praise & quot; has become a sign that a platform has grown up. < / P > < p > & quot; like & quot; function has obvious effect on the number of users of each platform. However, by the beginning of 2019, the number of active users of many of the most mainstream social media is hundreds of millions, and there is little potential to use & quot; like & quot; to attract user growth. < / P > < p > when the social map of the public tends to be stable, the & quot; Praise & quot; starts to bite back on users and starts to inhibit users from publishing original content. Users are used to sliding mobile phones as viewers instead of producing original content. < / P > < p > according to a Pew Research Center report, 62% of instagram users like others, but don’t post updates. Moreover, 37% of users worry that the dynamic is not liked, and 43% of users delete the dynamic experience because no one likes it. On the one hand, the ordinary users on instagram may fall into the embarrassing situation of no one applauding while they are expecting the proud moment after the number of likes on instagram is 10. In sum, it is better to do less and make fewer mistakes. < / P > < p > in order to get rid of the shackles of user self-expression, instagram started to implement the measures of hidden likes in eight countries such as Canada and Japan in the second half of 2019. After hiding, users can still see the number of likes received dynamically, while others can only see the list of likes. < p > < p > instagram CEO Adam moselli said the move was intended to remove the tension users felt when sharing dynamics and to reverse the platform’s concept of measuring self-worth by the number of likes. < / P > < p > and as early as October 2018, Twitter has revealed plans to remove & quot; like & quot; in the future; Button; YouTube blurs the specific number of subscribers to YouTube channel, which means that YouTube can’t get the specific data of the number of subscribers in a short time after a new video is released, which has always been a yardstick for measuring the influence of Youtube. < p > < p > in recent years, Sina Weibo has also seen serious inflation in the data of comments and likes forwarded by Sina Weibo. The vastness of & quot; bad currency & quot; has also inhibited the enthusiasm of normal users to make voice on microblogs. At the beginning of 2019, Sina Weibo will set the upper limit of forwarding and comments at 1 million +, and there will be no more ridiculous data with a forwarding volume of more than 100 million in 12 hours; Youku and iqiyi will also close the foreground broadcast data around 2019. < / P > < p > from the financial report, instagram’s advertising revenue has not been affected after the initial implementation of hidden likes. In the Q1 financial report of 2020, instagram’s advertising exposure increased by 80% year-on-year, while CPM decreased by 23%. Although the data are affected by the epidemic situation, at least instagram is still the favorite of advertisers. However, pingwest has found that instagram has increased the proportion of ordinary users exposed to advertisements and other purchases in the information flow. This means that after hiding the liking function, instagram has chosen to collect more scattered silver from ordinary users to make up for the loss caused by the weakening of the advertising effect of the top Internet. < / P > < p > this means that the recommendation attribute of & quot; like & quot; likes & quot; has been redistributed, bearing only a slight identification meaning, just like the user experience when the button first appeared. < / P > < p > < p > & quot; like & quot; will not disappear in the social scene, but its negative impact on users and the platform itself has been visible to the naked eye. A better future might start with subtracting like. Continue ReadingXiaomi new machine real machine exposure center dig hole screen design or high color thousand yuan machine