“老年人”涌入 Snapchat,它的酷劲也差不多完了

This is an article talking about Snapchat. Thought it is interesting and worth reading…

刚拿到 18 亿美元 F 轮融资的阅后即焚应用 Snapchat,似乎要处理一些平台上年轻用户的情绪问题。

和当年以大学生用户为主的 Facebook 一样,Snapchat 花了 5 年时间变成美国青少年手机上最火的 APP 之一,拥有 1.5 亿活跃用户,估值 160 亿美元。而现在摆在它面前的是一个成功社交平台躲不开的问题:人口“老龄化”。

根据互联网流量追踪分析公司 comScore 的最新数据,Snapchat 正在“打入主流市场”,在所有 18-24 岁的智能手机用户中,使用 Snapchat 的人占 68%(这很正常)。

值得注意的是,在全美 25 ~ 34 岁的智能手机用户中,大约有 38%的人在使用 Snapchat,在 35 岁以上的智能手机用户中,Snapchat 的渗透率为 14% 。而三年之前,这两个数字仅仅为 5% 和 2%。在中年人群中,Snapchat 的渗透率越来越高。

造成这个情况的原因有可能是 Snapchat 新引入的功能。这其中包括有点类似朋友圈的 “Stories”,和一般会消失的内容不一样,在“Stories”存储的照片和录像能保留 24 小时,供选定 Snapchat 好友浏览。

已经有一些用户在网上抱怨朋友的爸妈注册了 Snapchat “这片净土”,不管他们是好奇孩子网络社交生活的父母,还是那些尝试新平台的专业人士,数字在上升。

今年 1 月,很多美国人都在户外广告牌上见到了这个明黄底色的小幽灵,这些针对大众媒介的广告投放是 Snapchat 渴望更多用户的讯号。

一直以来,Snapchat 的卖点都是年轻用户的集中场所,也是它受广告主青睐的原因,年长用户的涌入意味着平台上的内容可能在悄悄变化。对此,它的前辈 Facebook 经历了从垂直平台成长为全民互联网工具的过程,2013 年诸多青少年抛弃 Facebook 涌入其他 APP(比如 Snapchat)时,Mark Zuckerberg 就曾表示:我们的酷劲已经完蛋了。

2013 年前后,Facebook 流失了不少年轻人用户。在 2011 年到 2014 年之间 Facebook 不同年龄段用户的人数变化是这样的:13 ~ 17 岁的用户下降了 25.3%;18 ~ 24 岁的下降了 7.5%。与此同时,35 ~ 54 岁的用户上升了 41.4%;55 岁以上的用户上升了 80.4%。35 ~ 54 岁的用户群体代替了 18 ~ 24 岁群体变成了人数最多的一个用户群。

尽管如此,更多的用户总是好的。根据 comScore 的报告,现在 Facebook 是 35 岁以上的美国网民中渗透率最高的社交平台(甚至高于主打职业社交的 LinkedIn),去年它的利润达到了 37 亿美金。同样是比较主流的社交平台,Twitter 的用户群体相较于 Facebook 都要更加年轻化一些。

美国投资银行 Piper Jaffray 的分析师 Gene Munster 评论称:“为了实现可真正兑现的增长,你不得不吸引更多用户,即使‘新人’可能会疏远一些青少年。” Snapchat 在这方面的优势在于,它较 Facebook 更封闭的社交环境让新人涌入造成的冲击稍微小一些。

如果 Snapchat 想和行业顶尖的社交平台竞争,走向全年龄段是不可避免的。

Snapchat 从 2015 年下半年开始进行一些营利性的举措,比如和大型出版商合作一些生命周期仅有 24 小时的订阅内容、卖滤镜广告、承办一些品牌活动。然而,过于封闭和强调隐私的平台属性让广告效果监测和销售转化一直不甚理想,导致 Snapchat 对广告主的吸引力总是不如 Instagram。

那些平台上的大多数趣味性功能此前都是为迎合年轻人口味而设计,从网上开始出现的一些“教学贴”来看,年长用户仍然需要付出一点学习成本。

如果 Snapchat 最终能吸引足够的“成年人”,它就必须开始重新思考自己的定位了,是变成一个互联网生活中必须存在的工具,还是守住那些热衷阅后即焚的年轻人。

谁又会成为下一个年轻人社区?

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7 Reasons You Should Quit Facebook

Ten years ago Facebook was just cresting as the cool new social media site that helped you keep in touch with the people you didn’t actually like in high school. We fed it our thoughts and feelings, shared our meals and locations and our top ten movie lists, kept it up-to-date on our relationship status, political views, favorite links, and personal information — all in the name of staying connected, and all without a thought to our security. But with a decade of questions regarding how Facebook makes money now answered, and a general understanding of how sharing information online can be dangerous (while the platform constantly updates its security protocol), we continue to use it anyway, even though many of us are just checking in as ritual and have threatened our exit from Facebook for years.

Of course, screen time in moderation is, for the most part, perfectly acceptable, and social media can offer a few genuinely beneficial uses. But before you log in or tap that app on your smartphone again, here are a few reasons to quit Facebook in 2015.

It Wastes Your Time
It’s estimated that the average casual user (17 minutes per day on Facebook) who has been active on the site for 10 years has wasted upwards of 40 entire days of their lives scrolling and liking and commenting on pictures and posts. And more engaged users, who spend at least an hour a day on the site, have clocked 150 days feeding the Facebook beast during the same time. Think about how long you spend on the site each day, and what else could be a more productive use of your time.

Facebook Uses You to Sell Stuff…
In 2012, the site manipulated posts from 689,000 accounts without consent in an experiment that examined whether or not it could affect your emotions by making a few edits on your page. The study was done, according to Facebook, to “improve our services and to make the content people see on Facebook as relevant and engaging as possible.” Skeptics think it was really used to discover the monetary benefit of a Like. COO Sheryl Sandberg later apologized, adding that they “never meant to upset you.”

And Targets You with Advertisements
One time you wanted to buy a thing, and then you searched for that thing, and six months later Facebook is still reminding you that you should think about buying that thing, even if you already bought the thing. Yes, most sites do this thanks to embedded cookies, but only Facebook seamlessly posts these ads in your timeline with enough regularity that you can only assume your friend has an odd obsession with the latest Norelco razor.

It’s Bad for Your Health
Facebook isn’t just a harmless website dedicated to cataloging your vacations, poor wardrobe choices, and myopic thoughts on sporting events (which can both define or destroy relationships), it can actually do you harm. Studies hint that it can impact your immune system and inhibit the release of growth hormones, impair digestion and vision, limit thinking and kill creativity, and affect sleep patterns and happiness.

“Who Are These People, Anyway?”
The average adult has 338 friends on Facebook and probably doesn’t know more than 10 percent of them anymore, or at all. Many of them likely have new lives, some have new last names, new passions, new facial hair, and new humans they’re now responsible for keeping alive (read: babies). These are not the friends you knew, and semi-casually keeping up with them is a waste of time that could be better spent with new, real friends. Or on Twitter.

“But I Don’t Care About Privacy”
Fair. That’s your right. But the problem is that we’re setting precedent for the future without yet understanding how it will affect the free and open Web, and simultaneously creating an internet that relies on you having a Facebook account to access sites that are not Facebook. As one of nearly 1.2 billion users to date, odds are decent that your account won’t be hacked by someone with ill-will toward your family. That doesn’t mean that permitting easy access to your information goes without consequence, both immediately and decades from now.

Nothing You Post Actually Matters
Very few people care what you’re doing, whom you’re with, where you’re eating, or what you just bought, and the people who do were probably right next to you when you did it. We all saw that funny Ice Bucket Challenge video, and if we didn’t see it, it’s fine. We’re all fine. You’ll sleep well without knowing which childhood toys you owned are now worth a fortune, and you will absolutely “believe what happened next” on Upworthy, because someone took time to write about it. These articles only exist because you share them on Facebook, and you only share them because they exist. So, instead, just invite a friend over to talk about how much you both loved Save By the Bell. The internet can only take so much nostalgia.