From the annual reports of major apps, we can see that user portraits - labels know you better than you do

In a busy day , People don't have time to know themselves , But I can seize all my spare time , Use the... In your cell phone APP To understand the world , In the process of exploration , Also being explored .

User portrait , The initial application originated from the e-commerce platform , Just like face-to-face , Businesses on the Internet also want to know who they are selling to , Who wants more , How to sell better ？ The huge cost of indiscriminate advertising , Can't get the expected return , In order to achieve precision marketing , User portraits came into being .

now , Countless labels accumulated for constructing portraits , There are more and more different ways to play . One of them , That is, the major APP （ Or website ） Of Annual report .

APP The content of the annual report consists of

Is my , I'm coming

Who am I ？ Where am I from ？ Where am I going ？ From philosophy to science , Mankind has been trying to answer the ultimate three questions , But those in the game , We always can't see ourselves clearly . In the age of big data , The user portrait acts as a bystander , Answer these questions for us . And the answer , In the labels generated by our actions .

We are using APP What behavior do you have when ？ register 、 Sign in 、 Browse 、 give the thumbs-up 、 Collection 、 Focus on 、 communication ...... without doubt , It all started with our first visit . Even if you don't have a registered account ,IP The address has also been recorded as identity information .

In the author's record 8 individual APP in , Yes 7 Both of them show the duration of users since their first official visit in the annual report , Similarly used in copywriting meet 、 Came to 、 Join in Wait for words , It conveys the origin of the intimate relationship between users and the platform .

The passage of time , Can smooth everything , And we who are aware of the passing , It's also the easiest to fall into the past . There are more than one ways for users to feel the duration of each platform , for example CSDN Just used it. When we first met 、 Day and night together 、 Annual online days etc. 3 Forms of expression ; Weibo uses Date of Incorporation 、 The days spent with you 、 Less online days than last year etc. 3 Forms of expression . Although there are differences in text expression and data granularity , However, the data performance of user diachronic tags can be divided into ： date （ Specific date ） And duration （ Days ）.

Look what I've done

Time is just a carrier , The specific behavior that we spend time on is the subject that others recognize , All these are bound in each functional unit created by the platform for users . From the labels used in the annual report of each platform ,B The station involves the most forms of functional units , share 26 Kind of label .

B The functional units of the station can be divided into Watch Video 、 Interaction 、 Submission video etc. 3 class , This is also the basic behavior of its users . stay B standing , The main types of videos I watch are ： Sand sculpture 、 food , Sent 222 Shrapnel , The barrage sent repeatedly is ： too strong . In the process of self cognition , We want to find our own personality , The platform realizes this , By recording our behavior with the appropriate data type , And mark by category .

I am here , And you?

Labels not only help us know ourselves , Also looking for the same kind for us . Yes 6 One platform associates us with other users in the report , Have we made new friends ？ How many potential friends have something in common ？ If our journey is like a competition , Who is more powerful ？

The data tells us , This year we are not alone .

Even if the platform doesn't Design Associations for us , Many of us are also happy to connect with others , For example, send an annual report to other platforms . The demand for online social networking is becoming more and more frequent , One copy APP Your annual report can be said to be an indirect self introduction . Hey, man , We're using the same application , Maybe we like to watch the same fun content , Don't you talk ？ We may not realize , The platform is one step earlier than netizens to get familiar with themselves , The information we generate is their valuable ingredient , After being carefully prepared, it is presented to the table , We will invite the world to taste .

label , You know yourself better than you do

We see our own miniature in the square inch of our hands , Is that really yourself ？ We can put down our cell phone at any time , Run out and shout “ Who am I ”, Also ask new friends “ Who are you ”. And for some reason , We still chose a screen . Yes , We're framed , The data that's being processed .8 The tags of the two platforms share 169 Kind of , The author roughly divides it into ： Unit count 、 Unit object 、 User duration 、 Group Association 、 Special indicators 、 Unit time node 、 Unit timing 、 location etc. 8 class . Visible number 、 Statistics and display of times , Is the most convenient .

1. Unit count ： The number of times the user operates in a functional unit ;

2. Unit object ： The operation object of the user in a functional unit ;

3. User duration ： Statistics on the duration of users since registration ;

4. Group Association ： Contact with other users in some units ;

5. Special indicators ： Such as CSDN The force value of , The energy value of ant forest ;

6. Unit time node ： When a user performs a special operation on a functional unit ;

7. Unit timing ： The operation time of the user in a functional unit is ;

8. location ： Where the user logs in .

With this data , Can describe our image , Just as our performance is seen by others in life , The impression seems to take shape . People who have never opened any annual reports , congratulations , You are free ！

APP Presentation design of annual report

At the end of the day , The annual report still needs to be good-looking to be attractive , What are the major platforms doing in the presentation design of the report ？

Beginning and end

7 Both platforms are directly used in the cover title 2021 Indicates the year of the report , Only the post bar marks its anniversary . The author inquired about the annual report of Post Bar in the previous two years , The same is the annual number , It's like emphasizing your history , After all , Post bar was also very popular in the Chinese network .

And at the end of the report ,B standing 、 Collar 、 Cloud music, etc. 3 The two platforms use vivid character images to summarize , It can be said that User portrait 了 . among , Cloud music is at the beginning of the report , We designed a link that allows users to customize the appearance of the character . And the Title Summary of dog song , It is a further abstraction of many tags . in addition ,ZFB The metaphysical swab adopted , It also has its own characteristics .

Narrator

Reports are presented in the form of stories , Every story needs a narrator . Each platform has its own advantages in the background design of the narrator , Someone with a flat illustration style , Also have 3D Cute doll in style , Or a non-human object .

Main tone

Most platforms use... In the main color of the report 3 ~ 4 Colors , There are also individual platforms with richer colors . Overall , Cool colors , Especially dark blue 、 Dark purple is more popular .

Interaction

Who should reflect , I will not say more .

Content layout

The number of pages of the annual report of each platform is 5 ~ 15 page , The displayed label content is 9 ~ 30 individual , The gap is still quite obvious . From the content density of each page ,CSDN The highest ,ZFB The minimum .

Conclusion

There are so many APP Building your own image for you , Maybe you can take them to a Fellowship , Or submit it to the leaders as a year-end summary . Although everyone says “ No one cares about your annual report ”, But at least you care , Or you want someone you care about to see , isn't it? ？

The latter

The draft was made years ago , Due to the reduction of fishing time , I haven't finished it yet . At the beginning, I struggled about whether to build a labeling system or analyze competitive products , Think again , I am completely layman , Don't consider such a professional thing , Just be sensible , Like telling a story , So I finally found it .

Here is a more crazy devil Seon Saiweng , When will the next article be postponed ？

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