Editor’s introduction: Most people pursue perfect image display in selfies so that they can leave a good impression on others when posting selfies on social platforms, and this “kidnaps” the software to a certain extent. Users, and many users began to resent it, which is one of the reasons why Poparazzi, a social software that cannot take selfies, became popular. The author of this article explains Poparazzi’s popularity among Generation Z. Let’s take a look.

The craze of selfies has always plagued the social environment, which has led many people to have a never-ending pursuit of personal perfect images and spread them crazily on social platforms. In the massive information flow, selfies are always the visual focus.

More and more young people of Generation Z are disgusted with the beautiful selfies and showing off highlight moments on social networks. According to Vogue Business, these users believe that social software should not exist just for taking selfies and increasing attention. They pursue more real interactions between people.

In May this year, a social application called Poparazzi topped the list of Apple App Stores in 24 countries on the day it was launched. Less than a week after launch, it was valued at more than $100 million, with Benchmark Capital (an early investor in Instagram, Twitter, and Snap) investing $20 million in Poparazzi.

Image source: Paparazzi

Similar to Dispo, Poparazzi is also labeled as "anti-INS style" and "anti-Internet celebrity style", and many of its functions encourage users to record reality. Although software based on photo sharing is frequently new, Poparazzi's unconventional operation is very outstanding, and as a result, it has gained a large number of Generation Z who want to get rid of the control of traditional social networks. 1. What is special about Poparazzi?

The word Poparazzi can be seen as a combination of pops and paparazzi. Pops is like the simulated shutter sound when taking pictures, and the Chinese translation of paparazzi is "paparazzi". So, what will it be like for you when your friend becomes a "paparazzi"**?

Image source: Paparazzi 1. Against appearance anxiety

From a product logic point of view, Paparazzi "blocks" the user's front camera. In this way, life silhouettes can only be captured through other people's rear cameras. Many people may not be able to accept their own untouched photos being published, but this novel idea is also the core feature of Paparazzi, in order to allow users to reduce selfies. Eliminate the anxiety of showing off the “perfect moment” on social media.

Image source: Paparazzi

Photo editing functions are very common in social software. For example, Ins can support superimposing beauty filters and facial effects, and Snap will provide a filter. Mirror library, but users of Poparazzi can neither edit pictures nor copy, and can only add one emoticon at most.

When you open Paparazi’s search page, you can see that the content posted by users is all real scenes and real situations that are taken at will, so there is no need to worry about whether the photos look good.

Compared to overly refined photos or even false behavior, Poparazzi advocates transforming creativity into a social action and encourages users to find their truest selves. In fact, he wants everyone to get rid of appearance anxiety. 2. Oppose social networking that is centered on me.

Poparazzi reduces the personal influence of users in many functions and avoid being centered on me. social. From the perspective of user needs, sharing on the Internet often comes from two aspects: the first is to gain a sense of presence through sharing; the second is to socialize through sharing. Many social platforms focus on these two points, but not Poparazzi.

Picture source: Paparazzi

If you want to get to know others on Poparazzi, you will not see various concave selfies on his personal homepage, you will only see tags ( Mark) His photos, as well as the number of views and expressions of gain, do not have the regular procedures of likes and comments at all. Although the tag function is not new, Poparazzi's approach is that when posting pictures, users must tag at least one friend.

I believe that many people want to expand their social influence through social platforms, but it has evolved into a bad habit of social culture. People are more afraid of the number of fans and likes. Gradually lose yourself. Poparazzi uses a method that opposes individual-centered social networking, encourages content creation, and makes users feel comfortable with each other.

2. Why did Poparazzi become so popular in such a short period of time?

As a social software that only supports sharing photos, why has Poparazzi gained so much attention in a short period of time? 1. Preliminary publicity and promotion to attract traffic and increase exposure

The ability to attract a large number of fans to download Poparazzi after its launch is inseparable from a perfect marketing strategy. In order to gain maximum exposure, we promoted it on TikTok three months before its launch, created traffic-draining videos and cooperated with rapid fission operations, and invited Internet celebrities to promote it, which in turn caused young people to follow suit.

In the TikTok account poparazziapp, videos posted in February had a total of 1.44 million views. The style of the video seems to be aimed at Generation Z. One of the most popular videos shows a girl making faces at the camera, analyzing three reasons why Poparazzi will become the next heavyweight social software, and how many people will uninstall Ins. , and then many video imitators appeared for large-scale dissemination.

Image source: TikTok 2. Accurate target group positioning, viral fission

In addition to being warmed up in the media, Poparazzi's product design is also carefully designed. After opening the software, a short video will appear, a group of vibrant photos quickly switched, paired with shutter sounds, music beats, and mobile phone vibrations that rise and fall with the rhythm, intuitively giving users a fashionable, cool, and youthful feeling.

Users will be asked to fill in their mobile phone number when registering, and must invite three friends to complete the registration. In addition, prompts to invite friends will often appear during use, which also gives this product its own natural fission social attributes.

Image source: @sara’s social platform sharing

In addition, Poparazzi is connected to Snap through a built-in button that allows users to forward to other platforms. The founder of Snap has said that Snap currently covers 90% of people aged 13-24 in the United States, Australia, the United Kingdom, France and the Netherlands. Obviously this is Poparazzi's main target group positioning. 3. Meet the needs of Generation Z and arouse emotional excitement

As selfie culture is integrated into social life, P-picture functions on the Internet have long been diverse. Many studies have shown that selfies are psychologically destructive to young people. Influence. Although it can bring a sense of freshness to users, long-term deviation from reality will make them feel empty. At the same time, obsession with self-image and attention to other people's comments will also make users feel tired.

Poparazzi’s reverse design - anti-selfie, greatly limits the hands-on ability of selfie enthusiasts. This can also mean that the social experience pursued by Generation Z has gradually shifted from social software that shapes personal perfect images to the pursuit of reality. feel.

In summary, Poparazzi is becoming a gathering place for young people to face "reality", and unconventional operations also open up greater development space for products. The social track requires strong innovation. Although Poparazzi has gained great attention with its unique social gameplay, in the future it still depends on how to break through the circle in the traffic market.

Content reference:

omr "Poparazzi: Testflight, Tiktok and pre-orders send app to the top in a flash"

Silicon Rabbit Racing "No P allowed" Pictures, don’t allow likes, this social product will kill Instagram”

The materials and maps of this article are all from the Internet.

Author: Shiqu, public account: SocialTouch Research Institute (ID: SocialTouch2020)

This article was originally published by @时qu on Everyone is a Product Manager. Reprinting without permission is prohibited

The title picture comes from Unsplash and is based on the CC0 license.