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「精选译文」Facebook、Twitter、知乎等平台利用了用户什么心理?
周鸿猷    2017-08-30 17:43:46

在学习中,输出是最好的输入,三节课希望每位同学都能通过思考和总结产出一些内容,所以组建了几个内容生产小组。

「精选译文」这个新的栏目就是由11位三节课同学组成的翻译团队,他们会定期精选国外有关产品、运营、商业、设计的文章,并加以独家翻译,希望带给你一些新的视角。

来源:https://medium.com

原文标题:Vanity is Good: A Hierarchy of Social Drivers

翻译者:周鸿猷

点击揭秘神秘的【翻译团队】

 

Vanity & Social Networks  虚荣&社交网络

 Vanity [noun]: to care about the perception of one’s self. An effort to promote one’s self or have pride in one’s achievements or appearance. 

虚荣[名词]:关心自己的感受。努力提升自我或因自身的成就及外表感到骄傲。

 

We don’t talk about vanity within product strategy, but I’ll argue that it’s fundamental to the success of social networks. How fundamental?

我们不从产品战略角度来谈论虚荣心,而是讨论下“虚荣心是社交网络成功的基础条件”,我们来看看到底有多基础?

 

Vanity is the single most powerful driver for building a consumer social network. 

虚荣心是建立一个消费者社交网络最强大的驱动力。

Dominant social platforms become so because they leverage human vanity within core product loops.

主流的社交平台正是因为它们在核心产品链条中撬动了人类的虚荣心。

 

Social-1.0 introduced us to vanity distribution, posting updates about our personal lives, loved ones, and achievements. One-click vanity features reinforced these posts with likes, views, follows, retweets, and comments — making for a positive community experience.

早期的社交网络产品最基本功能就是让我们因虚荣心,将个人的近况,爱人的动态,以及近期获得的成就等等统统都发出去。为了营造一个活跃的社群体验,强化这些被发布的信息,社交平台还提供了一系列的一键互动工具,例如点赞,浏览次数,关注,转发,评论等;

 

Hierarchy of Social Drivers社交层级化的驱动力

All social networks are not created equal; neither are the underlying motivators that propel them. There’s a hierarchy for what drives and grows a powerful human network. The higher you are within the hierarchy, the stronger the glue bonding the network.

The drivers are: (1) utility & tools, (2) content & media, (3) community, and (4) vanity.

 

没有任何一个社交网络是公平的;而背后推进着社交网络发展的潜在因素也不尽相同。下图展示了一个强大社交网络所具备的层级化驱动力。在层级中越高的驱动力,与社交网络本身的绑定程度越强;这四个层级的驱动力分别是: (1) 实用工具 (2) 内容与媒体 (3) 社区 (4) 虚荣心.

 

 

Networks based on lower level motivators, such as ‘utility,’ can more easily become commoditized and displaced. The further up the scale you go, the more difficult the underlying network is to replicate; the platform’s strength become an intangible “feeling,” not a clonable feature.

Platforms that feed a person’s vanity, within communities they care about, become irreplaceable within the lives of their users.

如果整个网络仅仅基于较低级别的驱动因素,例如实用工具可以很容易的被大量商业化化,进而更容易的被替代。越是具备更高一层级驱动因素的网络,就越难被潜在的对手复制抄袭;平台的整体优势变成了一种无形的“感觉”,而并非是一个可以被抄袭的功能。

在一个用户在意的社区或社群中,如果平台可以为用户营造虚荣的感觉,那么这个平台自然就成为其生活中不可替代的组成部分。

 

Vanity as a Product Strategy 把虚荣心作为产品策略

What’s different about our current position within social network history?

我们目前在社交网络发展历史中所处的位置有什么不同?

 

Young folks still care about utilities, content/media, and community, which traditionally initiated social networks in Social-1.0. The key distinction now is that young people only care about these things insomuch as it helps them to promote themselves. The greater the resulting sense of local celebrity, the greater their affection for the platform.

早期社交网络中创造出的实用工具,内容/媒体和社区,现在的年轻人仍然关心。但是关键的区别在于现在的年轻人关心这些事情的根本原因是因为社交网络可以帮助他们来宣传自己。本地大V的宣传效果越好,他们对平台的就越喜爱。

 

Basic media, video/photo distribution ‘tools’, in and of themselves, no longer make for interesting standalone products. Media sharing utility has been commoditized and eaten up by Facebook, YouTube, and Twitter.

基础的媒体,视频/照片分发工具本身,不再会以一个有趣的独立产品存在。媒体共享工具已被商品化,并被Facebook,YouTube和Twitter吞并。

Takeaway: When building product loops, ask: does this improve on and increase an average person’s sense of personal celebrity?

要点:当打造产品生态时,要问自己一个问题:使用产品的过程中,是否会改善和增加个人名气或声誉?

 

 Case-1: Rise of The Lip-Syncing Music Video App

例1:通过对口型产生UGC的音乐视频类应用

 

 

 

Sharing music and video clips was a Social-1.0 driver. Dub and music video lip-syncing apps have simply layered on the power of vanity to surface new demand.

Now the music video clip becomes about the users, more so than the song, as if to say, “this song is cool; but look at ME, I’m the star.”

Young people are motivated to share media insomuch as it helps them to promote themselves. Enhancing local celebrity is the backbone of Flipagram and Musical.ly, who clearly lead the category.

共享音乐和视频剪辑是一个早期社交网络中已经成熟的核心功能。配音和音乐视频通过上述这些对口型同步的应用,很简单地满足了部分用户虚荣心强,渴望秀出我的需求。

 

现在音乐视频剪辑类应用越来变得以用户为核心,而并非以歌曲为核心,就好像在对外传达着一个声音:“ 这首歌最近很火很牛逼是吧? 来看看我录的视频,宝宝也唱得不赖呦,宝宝就是这个平台上的大明星,还不来点赞打赏走一波小礼物?”

年轻人分享这些UGC媒体内容的根本驱动力就是因为它可以帮助他们来宣传自己。本地的大V更是Flipagram和Musical.ly的核心用户群体,前段曾经火过的小咖秀,还有最近火起来的抖音,都是这类应用中的佼佼者。

 

Case-2: Vanity as Distributor of Ideas

例2:利用虚荣心来进行思想或观点的分发传播

 

 

Vanity is not just for kids; it’s even embedded in the intellectual corners of social media, e.g., Twitter.

If Twitter’s intellectual content unit is the “the idea” (yours or someone else’s via tweet or retweet), vanity is the motivating distribution mechanism. The champion of the idea seeks affirmation; promoters of the idea seek association.

虚荣心不仅仅是孩子追求的东西; 它甚至已经嵌入在更知性,更专业的社交网络中了,例如Twitter。(国内的知识问答平台都有类似属性,知乎,分答等)

以知乎为例,普通的提问人希望邀请更多比自己有影响力有权威的人来回答自己的问题,与牛人之间增加更多的互动;普通的回答者则希望自己的回答能够得到更多人的赞成认可,进而获得更多潜在的关注,增强自身影响力。而在这一过程中,虚荣心就是激励转发机制的核心动力。

 

 

Case-3: Good through Vanity

例3:利用虚荣心来使自己变得更好

 

 

A mechanism of vanity loops can be fun toys or it can be focused on specific communities for a targeted social impact. PumpUp uses vanity to reinforce a health & wellness support community, the results of which are quite inspiring.

PumpUp 利用虚荣心来组织了一个关于健康,健身的社群,结果也十分令人振奋;这点国内做的比较有代表性的就是Keep,有的人喜欢享受那种分享自己大汗淋漓照片的满足,有的人喜欢在懒惰时看看别人的分享迈开双腿的激励,有的人是为了避免朋友们看见自己的分享间断了而嘲笑自己没有耐性;无论是哪一种都是的在虚荣心的作用机制下,让某种事物变得有趣,进而帮助用户本身实现一些既定目标。

 

 

The White Space 空白的领域

 

Facebook: The Sleeping Giant

Facebook:沉睡的巨人

 

 

 

There’s a struggle within Facebook that’s opened the door for vanity driven apps. Users on Facebook are posting less and less about themselves and their personal lives. Vanity has plummeted.

Sharing of personal stories (rather than public info posts, e.g., news articles) dropped 21% year over year, as of mid-2015.

Facebook is maturing into a media distribution & content platform propelled by its success as a revenue machine. The compromise comes at the expense of personal vanity and connections.

Prioritizing vanity posts (over media) would dilute Facebook’s total available advertising impressions. Personal posts produce significantly fewer ad impressions.

This year’s F8 hardly touched on personal relationships. F8 announcements focused on pro video, native publishers, businesses, and bots.

 

在Facebook内部有一场斗争是关于是否利用虚荣心来驱动产品。Facebook上的用户,发布的内容中关于他们自己或他们的个人生活变得越来越少。虚荣心的作用已经大打折扣。

截至2015年中期,分享个人故事(而不是公共信息帖子,例如新闻文章)同比下降了21%。

Facebook成为媒体发行和内容平台,从收入的角度取得巨大成功,并推动了Facebook发展。但这种妥协带来的后果就是牺牲了个体虚荣心之间的联系。

优先化虚荣类内容的展示(超过媒体)会削弱Facebook的总可用广告曝光。个人帖子的广告展示次数大大减少。

今年的F8几乎没有触及个人关系。仅仅是专注于专业视频,本地发行商,企业和机器人。

 

Snapchat: The Benefactor

Snapchat:获益者

 

 

Snapchat is not only eating Facebook’s personal content, it’s increasing people’s comfort & frequency with sharing vanity, thereby creating an even larger opportunity for itself.

Not long ago, recording videos throughout the day of yourself, alone, talking to your phone (as if hosting a live show), would’ve been absurd behavior. Not today. Thanks to Snapchat, previously dark corners of vanity have illuminated and our personal connections might be better for it.

Snapchat不仅要吞掉Facebook的个人内容,还通过分享用户与用户之间虚荣心层面的内容,增加用户的舒适度和发布频率,从而为自己创造了巨大的机会。

不久之前,一个人抱着手机作为主播直播一整天,一定被认为是荒谬的行为。但是现今,感谢Snapchat,关于虚荣心曾经黑暗的角落已经亮起,我们人与人之间的连接可能会更好。

 

Takeaway: gain from Facebook’s compromises. Study who and what incumbents neglects.

要点:从Facebook的妥协中获益。总结下到底这个过程中忽视了什么?

Evolving Social Zeitgeist = Opportunity

不断发展的社交时代精神=机会

 

Rising social platforms figure out how to leverage vanity in creative new ways, exploiting trends in popular culture and social norms.

社会平台蓬勃发展,以创造性的新方式揭示了如何利用虚荣心,利用流行文化和社交规范的趋势。

 

The line defining “socially acceptable” vanity is dynamic, historically evolving in favor of increased liberal acceptance and adoption.

It’s fun to look at how the line of acceptable vanity has changed over the past 15 years on social.

界定“社会可接受”的虚荣心行为是动态的,随着历史的发展而不断的被自由地接受和采纳。

让我们看看过去15年社交软件上可接受的虚荣心是如何变化的。

 

The graph below is an example of newly acceptable vanity posts and the championing social platform:

下图是主流社交平台被接受的虚荣行为发展史:

 

 

 

Takeaway: Changes in platforms & societal norms create opportunities for entrepreneurs.

要点:平台和社会规范的变化为企业创造了机会。

 

Key Takeaways: 

  • Move up Limon’s Hierarchy of Social Drivers 
  • Innovate on how to leverage vanity within the bounds of your unique product and community.
  • Take advantage of white space as incumbents mature and shift positions.
  • Societal norms are in constant evolution, creating a river of new opportunities.

本文概要:

  • 提出Limon的社会驱动力层次理论
  • 如何在您的独特产品和社区中创新性地利用虚荣心。
  • 在空白的领域内从不断成长的参与者与角色转变者身上获利。
  • 社会规范不断发展,创造了新的机遇之河。

 

 

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