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NGL 登顶 App Store 应用 反而让我看到了Web3社交的未来
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Web2 的土壤难以在匿名社交领域孕育出参天大树,这会是 Web3 社交的一个突破口吗? 撰文:AididiaoJP 上个月一款名为 NGL 的匿名问答应用在不到一周的时间里登上美国 APP 免费下载榜首,紧接着 NGL 陆续登上了北美、南亚、欧洲、拉美等多个地区和国家的 APP 下载榜榜首,热度席卷全球。 然而好景不长,NGL 热度只持续了一个月,然后迅速从榜首跌倒了 200 多名。匿名社交再次出现在人们的视野中,这一次是昙花一现还是匿名社交的又一个春天? 数据来源:NGL 近两个月美国 Apple Store 免费榜排名趋势 NGL 是一款什么样的社交应用?NGL 是一个依托于 Instagram 的匿名问答应用。 从产品外观上看,NGL 以 Ins 粉橘色的主调色为主,以此来强调与 Instagram 的依附关系。通过 Ins 化的平台外观设计,依托于 Ins 也是流量获取的关键因素之一。NGL 产品功能设计也非常简单,目前只有「Play」和「Inbox」两个一级菜单。用户通过 Play 菜单可以在 Ins 上发起提问,通过 Inbox 菜单可以查看所提问的问题。平台系统设定有随机问题库,预设的问题更加偏向年轻用户。提问者可以自定义问题,也可以从随机问题库中选择自己感兴趣的问题进行提问。 NGL 的产品功能和设计风格虽有一定特色,但要在群雄逐鹿的社交赛道杀出重围也绝非易事。除了依附于 Instagram 所带来的优势,NGL 还抓住了互联网时代人们普遍的匿名需求。 近年来,人们对于在线社交的强烈诉求下促使各类社交媒体平台频出,这一现象催生的泛社交化生态使得一部分用户转移到基于弱关系的匿名社交之中。 匿名社交软件的起源和发展匿名社交软件的爆火也并非是偶然事件,最早的匿名社交软件可以追溯到 2012 年。 早在 2012 年,麦可尔海沃德与布莱德布鲁斯在美国洛杉矶共同开发了一款匿名社交软件,名为 Whisper。这是一款采用匿名方式以明信片形式讲述心事的手机应用,力图构建一个安全、隐私的线上空间,让用户以真实的自我与世界交流,连接到有共鸣的陌生人。2014 年手机应用软件 Secret 能够让用户可以匿名与朋友圈和熟人分享信息,2014 年年中 Secret 就有了 1500 万用户,成为主流匿名社交软件之一。 曾经 Secret 的成功发展引领了全球匿名社交软件的风潮,很快在中国市场也催生了不少同种匿名模式的试水者,包括之前的秘密、匿名和哔哔等。现在比较流行的也有很多,比如与 NGL 很相似的匿名问题 Tape 提问箱,借助该平台,用户创建个人的提问箱链接并分享到社交平台,好友以匿名身份发起提问。Tape 提问箱在微信、QQ 等主流社交平台掀起刷屏热潮,成为年轻人的日常社交活动之一。 国内另一款比较火的匿名社交软件是成立于 2016 年的 Soul。Soul 是基于兴趣图谱和游戏化玩法的产品设计,属于新一代年轻人的虚拟社交网络。在 Soul,用户可以无顾虑地表达自己,认识他人,交流兴趣和观点,并得到高质量的社交关系。 Web2 互联网平台无法持续的内卷式发展的根本性问题从 Secret 到 Tape,再到现在的 NGL,匿名社交似乎每隔一段时间就会迎来高光时刻,但大多数情况下当热度消散,总归昙花一现,这与 Web2 发展的局限性有关。Web2 互联网平台内卷式的发展越来越难以继续,主要是以下三个根本性问题无法解决。 数据作为数字经济最重要的生产要素之一,如果不属于生产者,并缺乏清晰明确的产权机制,事实上难易完全发挥其生产要素的功能。
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