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What did Facebook, Google News, and Twitter do to attract users’ attention?

via:博客园     time:2018/7/22 20:01:59     readed:713

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In order to grasp the attention of users, the product managers of major platforms at home and abroad have not been idle for a moment. Facebook, Google News, and Twitter all launched a lot of new features, or silently improved the logic of the product. (ID: quanmeipai) brings the latest case to see if these giants' "careful machine" can win the favor of users.

Facebook: Vertical and horizontal attack

1. Optimize news flow algorithm from consumption to connection

At this year's F8 conference, Adam Mosseri, Facebook's vice president of news flow, shared how they optimized their traffic algorithms, focused on what to focus on, and what to do next.

This year's Mosseri speech theme is “From Consumer to Connect”, showing Facebook's news stream hopes to build more people-to-people interactions.

“We have often received feedback in these years that users think that sometimes important events are squeezed out of other information content, which is often passive, including photos and videos. & rdquo;Mosseri said that whenever people are asked why they prefer to use Facebook, the answer is always “contact family and friends>, this value is the foundation of Facebook, so you should stick to this in the experience of news flow. core value.

Therefore, Facebook will improve the news flow algorithm through the following four steps.

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Inventory (Inventory): This dimension is very simple, that is, all the people you care about, the content of the page.

SignsThe next algorithm will be based on a series of questions, estimating the dynamics that will occur, and see how important this content is to you, including when was it released? ”“ Who posted it? ”“Do you comment or like this content? ”“How is your internet speed? ”“What type of phone are you using? ” Wait a minute.

Predictions: Based on the previous estimates, the system is about to start making predictions. “For any dynamic, we have to calculate how much you might comment or share, and whether you think this is informative. We also want to predict how long you will watch a video, or how long you will read an article. & rdquo; Mosseri pointed out that although most of the predictions are personalized, there are some general ones, such as the prediction of the title party content. If such content can stimulate user interest and cause some discussion, this is of course a good thing, but users may also choose to report or hide relevant content, which is the negative prediction we have to make.

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▲ User's praise rate and comment rate have a lot to do with content type

Score (Score):Mosseri explains, “Every step of the above predictions will have a weight, and finally we will get a score to show how much we think this dynamic is for users. ” This step is done each time the user opens Facebook and views the activity in the stream each time.

Mosseri pointed out that such predictions were also used before, but the change now is that they will adjust the weight of some values. For example, the previous forecasting focus is on “how much you have the possibility to read this article”, or “How long will you watch this video”, and now the information flow team will focus on “How big are you?” May be talking to friends because of this dynamic & rdquo;. The change of Facebook's thinking can be seen.

2. Stimulate sharing interactions: hit “memory”

Recently, Facebook launched a new page called “Memories”, where you can see the dynamics you shared with your family and friends a few years ago. In fact, this is Facebook<;This Day (On This Day)” The extension of the function, I can only see the contents of today in history, and now the “Reminiscence” page brings them together. So this is not really a new feature, but now Facebook has drawn it out in a separate section so that users can view it at any time.

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What's special is that you can see the function of a friend who is a friend of this day, as its name suggests, in this section you can see which new friends are in history today, and Facebook will automatically generate some Special videos and collages to celebrate this "friendsaries"

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For users who don't log in frequently, there will be a “memory you may have missed” in the information stream of their homepage, indicating that the user is sharing. “Reminiscence mix” is a summary of the monthly or quarterly content, packaged into a short video or suitable for sharing information to push to the user. These features are designed to encourage users to “share” on social networks, because the sharing rate data on social platforms is not good now.

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In encouraging users to post more comments, Facebook can use all the tricks, such as adding a colored background when the status is updated, or using GIF in support comments. Facebook even bought a popular app[lbh” in recent days, and made a social quiz section called “You know?”, and it is obviously encouraging users to share their anecdotes.

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When Facebook is no longer the only choice for people, users are less willing to send some private content directly on Facebook. You know, every social media now has users posting, such as Snapchat, Instagram (fortunately, Facebook bought it), and some private communications such as WhatsApp and Messenger (fortunately, Facebook also holds a lot of shares).

Therefore, “memory” means that Facebook wants to work hard to get users' “time to quality”, which means that even if it will lose some time on the webpage, it can increase the quality of interactive content with Facebook. Adding “Remembrance  This function is also based on the control of the content, the user can adjust what he wants to see, after all, not all memories are so beautiful.

3. Free up storage space to enhance the stickiness of Stories

For Facebook, most of its future is bet on Stories. Stories is a feature for editing short videos. Users can arbitrarily graffiti on recorded short videos with favorite text and emoji, and photos and videos posted by Facebook Stories will disappear automatically within 24 hours. . At this year's F8 conference, Facebook disclosed that Stories grew faster than the Facebook news stream.

But if Facebook wants to keep growing like this, it must incorporate Stories' development into Facebook's app, not just on Instagram or WhatsApp. Now, Facebook seems to have a new strategy related to it.

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In recent times, Facebook has launched a series of shooting-related features. Unlike previous updates, this pre-emptive experience is first open to Indian users. In these updates, Facebook Stories' archiving capabilities are very similar to Snapchat's Memories, but the difference is that users can share audio clips to their own stories.

Just like Snapchat, the archiving feature allows users to store Stories in the Facebook app. Similarly, Facebook's shooting features also support storage within the app, independent of the phone's storage.

In either case, the goal is to associate the user's storage with the Facebook account, rather than saving it locally on the user's phone. This not only allows users who don't have a lot of storage space to use Stories, but also allows users who share devices between family members to have more privacy.

However, storage is not the only adjustment of Facebook on Stories, and the app now supports users sharing audio on Stories. In addition to uploading photos and videos with the camera, users can also send a piece of audio with a colorful background or some emoji.

Twitter: The Battle of Purification

Last month, Twitter CEO Jack Dorsey issued a statement saying that more metrics will be used to sort tweets' comments and hide those that may be insulting. If a user’s comments are often blocked and reported, then the content they send on Twitter will be largely invisible in the future. “ We are constantly improving. ”Dorsey said.

Twitter doesn't have a sorting mechanism for tweets, but before that, it didn't take too much "negative metrics" to consider. Therefore, there are still a lot of bad content in the current tweets. From the spam that sells the cryptocurrency to the botnet that wants to control the election, the situation is not optimistic. So, Twitter will test more metrics in the tweets' comment sorting, including the number of Twitter accounts the user has, the IP address, the number of times they are blocked, and so on. Twitter does not directly delete these potentially problematic comments, but instead moves them to “load more” users need two clicks to see.

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The test found that after the new ranking method was launched, the report of insulting content in the comments was reduced by 8%. Dorsey believes that “the core of this matter is that we want to alleviate the pressure on users who are insulted or harassed. ”Twitter wants to reduce the bad content on the platform. There are many benefits based on the algorithm indicators. For example, they do not need to judge according to the tonality or inclination of the content, and they are not restricted by the language, so they can quickly Policies are pushed globally.

Of course, decisions made purely by algorithms can make catastrophic mistakes, and others are often difficult to understand. Dorsey said that Twitter is very concerned about this, and they have been working hard to make users understand the product and understand how these decisions are made. Del Harvey, deputy director of corporate trust and security, said the company will also consider issuing a policy implementation report.

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Curbing insulting content is a long-standing struggle for Twitter. In the past two years, the company has used a variety of high-profile actions to show that it wants to create a civilized Twitter environment, but it is often due to insufficient transparency and no continuous development. Forced and criticized.

This move is also due to the fact that Twitter has turned to the academic community for help, and hopes that researchers can help measure the health of public conversations on Twitter. David Gasca, product manager for Twitter, said that they received 230 related proposals and they will announce the company's policies based on other proposals in the next few weeks.

Google News: AI's solution

From Google's recently updated news app, Google is keen to broaden the user's horizons and push fake news aside.

At the I/O Global Developers Conference, Google launched a new project that will use artificial intelligence to provide users with a broad perspective on the same news message, rather than “like thousands of people” like Facebook’s news stream. ; In other words, for example, reports on Trump and Iran issues, Google News will collect news information from various channels, and the same content is pushed to relevant users.

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When the user logs in to the app, they will see “Guess what you like”, “Headline news”, “My collections” and “Magazine newsstands”, four columns, Google News’s head, Trystan Upstill. The I/O Developers Conference stated that although Google News will push articles based on your tastes of interest, it will be committed to show you “complete news stories” rather than out of context. “Everyone should get the same amount of information. ”Trystan said.

Including domestic and international reports, GoogleNews's pursuit of news stories <;integrity" provides users with a variety of perspectives, “this is a review of the news 360° rather than a cursory browsing of the title. ”

Another new feature, “Newscasts”, uses artificial intelligence to preview news for users and showcase content that is worthy of user expectations. “News broadcasts allow users to directly discover the opinions they are interested in to further read the news. ” Google Mobile and the desktop have also kept the "Magazine Newsstand" as a tab bar, and users can get content from more than 1,000 magazines and publications.

At the same time, it's easier to subscribe on the new platform. Previously, you would like to subscribe to paid content (such as the Washington Post) and fill out the form. Now you can bind payment information from your Google account and subscribe with one click. For paid subscriptions, Google has also made a number of optimizations, such as logging in to a Google account to view paid content on a webpage, ensuring that users can have a good experience without using an app.

It is not difficult to find that the big platforms adhere to the service “User Dad” and continue to polish the products better. On the other hand, the Google News news spree-style approach can also be said to be morally justified. Guide users to better consumption through content presentation. After all, products and users are mutually successful.

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