1
Last night when I was working overtime, my colleagues were sitting together eating and chatting. For me, I couldn’t get a word in edgeways about many topics. After all, I was not of the same age, so I started to talk to Lao Guan, who was a little older.
Your son is going to junior high school next year, and you don’t worry about it every day.
“Don’t mention, immediately all want to top junior high school, every day after school with a mobile phone.”
“Old close, not I say you, you this father be of unqualified, let mobile phone accompany your son every day.” I smiled and said to Lao Guan.
“I this is not also have no way, let him play, anyway is not king of glory, eat chicken such games, children will not indulge on the line.”
At this point, Lao Guan suddenly asked me, “What are the characteristics of this application? How can it attract hundreds of millions of people?”
“Hundreds of millions of users? Are you kidding me? I’ve never even heard of an app that has hundreds of millions of users.”
After receiving a positive response, my curiosity was aroused and I decided to take a closer look at the product after work (note: this is not a product advertisement…). .
2
It’s amazing that an app can reach tens of millions of users, and this thing has hundreds of millions of users.
With a little expectation, I opened the product home page Lao Guan said.
To be honest, it’s kind of hidden, and you wouldn’t know it if you didn’t look.
Slogan: Every friend has a glow point.
This is followed by the deceptively confusing description: 19,276,566 people playing, join in (hundreds of millions of people, that’s what they call it…) .
This time my heart has been cool half, which has the old guan said so mysterious, looked at the empty office, sighed, forget it, have a look, after all, Tencent’s products, to respect.
When you click in, the screen appears as an answer to a question, but instead of a dry ABCD, it appears as a friend.
Take this question: Never stands anyone up (which of the following best friends fits the description better).
When I’m done, the results are automatically sent to that person, anonymously.
Looking at the choices of those familiar friends, I honestly had a lot of fun, and after dozens of questions, I have to admit: it was pretty fun.
3
If it were just fun, I wouldn’t have to write this article today.
Behind the fun, I found an “evil” thought (the following is a personal opinion, if any, a fact).
At first glance, this product is actually a simple anonymous social network, which is a way for teenagers to express their feelings through “concealment”.
If you think so, it only proves that Tencent’s product managers are really good at hiding the deeper features of the product.
As far as I’m concerned, this product does two things.
1. Disguised data collection. Each multiple choice question corresponds to a label, and when you continue to do multiple choice questions, you are constantly adding labels for others. Then analyze these tags through big data to push more accurate ads for you.
What’s even better is that, from beginning to end, your label is given to you by someone else, and even if you don’t play the game, your friends will “betray” you. If you don’t use this product, you won’t even know you’ve been tagged by your friends.
2. AI training. The four options in each question are actually four answers obtained by AI algorithm. When you choose an option, it is a modification of AI algorithm. That is to say, there are countless people helping Tencent AI train for free every day.
4
Someone may have started to question me: You think too much!
Wait, read on, and you may change your opinion.
Last year, TBH, which stands for to be Honest, launched an anonymous social networking app.
Let’s look at the product interface.
Does it feel a little familiar? The gameplay is more varied, but the core of the product is just one — tagging your friends.
Don’t look down on it, the product was bought by social giant Facebook for $100 million just nine weeks after its launch.
Why, of all the anonymous social apps, would Facebook want one?
In fact, behind this phenomenon, or something worth digging.
It’s no secret that Facebook is monetised by advertising, and its well-developed AD delivery system is incredibly powerful. You can not only decide the country, age, gender, language, but also interests, income, occupation, and even which brand, which product users and so on to choose for you.
Such targeted advertising relies on user tags, which helps explain why Facebook is willing to pay $100 million for TBH.
5
So far, if you just found that Tencent frankly said “copied” TBH, then I must point out that you!
How can something as simple as TBH be worth hundreds of millions of dollars?
Why Tencent would rather be scolded, also want to add a similar product in QQ ecology?
The answer lies with us, or more precisely with our data. The ultimate purpose of the giants’ layout of data collection products is to take the lead in the next big data era — the one who gets the data gets the world.
As long as you can provide more accurate data tags that allow users to leave as much data as possible on the platform, you are the next TBH. In other words, in the era of big data, entrepreneurship is not a product, but a “data collector”. The more accurate and useful the user data you collect, the higher your market value will be.
Finally, let’s go one step further and consider a question.
Jack Ma said, “The competition of the 21st century is the competition of data. Whoever holds the data holds the future.” Then who should own your data for the future?
By Wayne Wong.
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