Camera company daunting Facebook is different from Snap

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Camera company frightened by Facebook is different from normal Snap from Baidu VR

Google and Facebook control the entire Internet - this statement has become more common, this sentence means that they help you choose where you go and what you see. This is true, but at the same time it also misses something very important: Google and Facebook do not fundamentally control your search results and your news stream.

This is more evident on Google - it does not control what you search for. Indeed, it can determine which search results you see, but the decision-making power is not in its hands. It must give the best results it can find. Google's decisions are centered on search. In the process, companies can unwittingly create companies or destroy companies. They are essentially technical and mechanical rather than selective and editorial. Google search is, and must be, a mirror image of the Internet - whether it is content on the Internet or the behavior of users on the Internet. Google search and index funds have some comparability. There is no need to analyze individual stocks. Only technical and mechanical operations of selected stock indexes are required, such as the Shanghai and Shenzhen 300 and the S&P 500. Google can only reflect the status of the Internet through adjustments. This is one-sided control.

Google's control looks very clear, and Facebook is even more restrained. You explicitly tell Google what you want, but you don't look at Facebook in the same way, but you actually spent months or years telling it through all those you have noticed and ignored on Facebook. Facebook technically and mechanically judges what will happen in your news stream, and this content is bound by the Internet beyond its control - that is, Google. Facebook is the index of its users. Google can't control what you search for, Facebook can't control what attracts you.

It's like Facebook is "surfing" on user behavior. It's like an unreliable companion: it invites you to surfboard, and if you can't balance it, it will push you into the water, but it's not what it chooses. . If it does not do so, the surfboard will be unhappy, and Facebook will sink to the bottom of the sea and make a neighbor with MySpace. So Facebook's talent is that it can always stand on the surfboard, but also completed the transfer from the desktop to the mobile.

Under this model, Facebook has also taken users to places they didn't want to go to – through the news stream itself, through algorithms, and by sacrificing user privacy (this type of thing will continue to happen on Instagram later). Essentially, the data that drives Facebook is the metrics and algorithms. You think you want a linear news stream, but actually the data shows you are wrong. Facebook is the first company to measure misconceptions and awareness.

What does this have to do with Snapchat?

In the past, the resources needed to record and transmit images were far greater than the text, whether it was a painting that required a lot of manpower or the cost of a camera or film. This makes the image always exists in the position of a “luxury product”. Text is the medium that mainly communicates and records life in addition to language. The image is the choice to save memories.

However, the GPU and camera conditions of smartphones are gradually improving, the network bandwidth is increasing at a lower rate, and thus the rate is getting lower and lower. As a result, Instagram is pregnant, but Instagram emphasizes that the way of filters makes its values ​​encourage “modification of reality”—this It is still an extension of the preservation of memories.

After Snapchat opens, it is the camera viewfinder interface, followed by several other functions represented by small buttons: chat, stories, and exploration, and it also does not support uploading photos from mobile phone albums. Snap CEO Evan Spiegel once said: "The rise of Snapchat is inseparable from the redefinition of photography. In the past, photos were used to save important memories and moments of life. But today, smartphones have given photos new Uses: Talk."

There are many differences between Snapchat and Facebook. One of them is order and control and fun and confusion. Another point is passive consumption and initiative creation. The former's performance is: I'm so bored to see what's on the news stream. The latter is: Enter the app to turn on the camera. Instagram, like Snapchat, freed the camera to create a separate and better model.

And these are the reasons and performance of Snapchat's being away from “measures”. Facebook's data and algorithms are lacking in Snap, but Snap needs creation. They wrote in the prospectus: "Our strategy is to invest in product innovation while taking risks."

The creation of Snap is centered on the camera - this is why they declare themselves a camera company. Because the camera and the sensors behind it are not just simple to take pictures, the previous article has already been written, which is obvious in Snap's body. The idea behind their first product is the idea behind Evan Spiegel's statement that "images are used to communicate rather than preserve memories." Saving the images is like keeping all your call records. To understand Snap's product strategy is to understand that the display, the input method, and the camera are all the same thing. Facebook's apps on mobile phones may all be operated using the PC's mouse and keyboard interactions, but Snapchat is "produced for mobile" rather than "mobile-first". The target group of Snap is not the billions of users of Facebook. They need people with high-speed networks and high-end mobile phones. This strategy, which differs from Facebook and Google's "Global" strategy, can greatly free up their creative freedom.

Designing such a product is difficult, because you cannot measure it, you can't talk about data and algorithms, and you don't know what the product will be like and what the user will be like. The data is very important. Through the data, you can find out what's wrong with the product, but the data and the algorithm are not helpful for your creation. This is the sentence that Mr. Jobs quoted excessively: "Create new products is not the consumer's responsibility."

One of Adobe's founders, John Warnock, a computer scientist, said: "You can rely on consumers to identify problems, but you can't develop a solution."

Snap’s quest for creativity has made Facebook anxious. Facebook has repeatedly cloned the features of Snapchat directly into its products, and has achieved some results. Therefore, Snapchat's user growth rate has also slowed down. But what's more important is Snap's ability to mine images, touch, and GPUs just as Facebook taps shared behavior. The more you create, the greater the risk you take. The more eggs you put on the side of fun and confusion, the more likely it is that the product will become a pyrotechnic - it will burn beautifully but it will die out sooner. So you have to constantly innovate, so that the experience has always been "new", not because the previous features and products were copied by others.

Snap's prospectus shows their past innovation and user growth

For Snap, this is where they cannot replicate Facebook's successful experience. In addition, Facebook's strategic advantage is that they have four platforms: Facebook, Instagram, Messenger, WhatsApp.

Of these, Instagram is not only the closest to Snapchat in form, but they are also changing. In Recode's interview, Kevin Weil, head of the product, said: "(Instagram) is getting higher and higher for users, which means that their photos are getting higher and higher quality. We don't want that." Co-founder Kevin Systrom Then put it in more detail: "The connection between you and your family and friends is what makes Instagram happen. Our data shows that when you and your friends have more interaction, your activity will increase. And if you only pay attention to the stars and According to interest, that has no effect.” From an indexing and mirroring point of view, this is where Instagram is becoming another Google and Facebook – “surfing” on user behavior.

Smartphone-based social networking is two different platforms compared to PCs. Every app on your smartphone has an icon location, each app can push notifications, and each app can access your contacts and albums. As a result, the app is very easy to change fire, but still, they can easily become fireworks - burning beautiful but quickly disappearing. Every social mobile app on the phone starts with catching Maslow's needs and then uses a set of interaction mechanisms to circle users. Other contestants want to cut in from other perspectives. Those who find special angles Successful breakthroughs, while others only caused a moment of turmoil. At the same time, they also need to avoid being "integrated" by Facebook into their own ecosystem.

Some people say that the social field has been occupied by certain families. It is more and more difficult to find special angles to cut into these blank areas. Consistent with this statement, Snap found a blank area, the next one may be even more difficult to appear. But you can also think: given that human desires are limitless, Snap thinks that there are always new ways of interacting and they will be the ones that create them.

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