Edit Introduction: Most people pursue perfect image display in selfies, so that when selfies are released on social platforms, they will leave a good impression on others. This to a certain extent, it "kidnapped" software users and made many Users are beginning to dislike it, which is one of the reasons why Poparazzi, a social software that cannot take selfies, can become popular. The author of this article explains the popularity of Poparazzi in Generation Z, let’s take a look.
The selfie craze has always plagued the social environment, which has made many people have an endless pursuit of their personal perfect image and spread wildly on social platforms. In the massive information flow, selfies are always the visual focus.
More and more young people from Generation Z are disgusted by the beautiful selfies and the behavior of showing off their highlights in social networks. According to Vogue Business, these users believe that social software should not exist just for selfies and increase attention, and they pursue more realistic interactions between people.
In May this year, a social app called Poparazzi topped the Apple App Store in 24 countries on the day it was launched. Its value exceeded $100 million less than a week after its release, and Benchmark Capital (an early stage investment in Ins, Twitter and Snap) also invested $20 million in Poparazzi.
Image source: Paparazzi
is similar to Dispo. Poparazzi also has the label of "anti-ins wind" and "anti-Internet celebrity wind". Many of its functions encourage users to record the truth. Although software based on photo sharing is frequently released, Poparazzi's abnormal operation is very prominent, and it has also gained a large number of Generation Z who want to get rid of traditional social network manipulation.
1. What are the special features of Poparazzi?
The word Poparazzi can be seen as a combination of pops and paparazzi. Pops is like a simulated shutter sound when taking pictures, and paparazzi's Chinese translation is "paparazzi". So, what would it be like to take a sneak shot when a friend becomes a "paparazzi"?
Image source: Paparazzi
1. Oppose appearance anxiety
From the perspective of product logic, Paparazzi "blocked" the user's front camera. In this way, you can only capture the silhouette of your life through other people's rear cameras. Many people may not accept that their undecorated photos are posted, but this novel idea is also the core feature of Paparazzi, so that users can reduce selfies. Eliminate anxiety about showing “perfect moments” on social media.
Image source: Paparazzi
Photo editing function is very common in social software. For example, Ins can support superimposing beauty filters and facial effects, while Snap will provide a filter library, but Poparazzi users cannot edit pictures or not. When editing copywriting, you can only have one expression at most.
Open the search page of Paparazi and you can see that the content posted by users is real scenes and real states that are shot and posted. You don’t have to worry about whether the photos look good.
Compared with excessively exquisite photo editing and even false behavior, Poparazzi advocates turning creativity into a social action and encourages users to find their truest selves. In fact, it is to help everyone get rid of their appearance anxiety.
2. Oppose self-centered social
Poparazzi cuts the user's personal influence in many functions and avoids self-centered social . From the perspective of user needs, sharing on the Internet often comes from two aspects: the first is to show your presence through sharing; the second is to socialize through sharing. Many social platforms focus on these two points, but Poparazzi is not the case.
Image source: Paparazzi
If you want to know others in Poparazzi, there will be no selfies with various concave shapes on his personal homepage. You will only see tags (tagged) his photos, as well as the number of visits and harvest expressions. , there is no regular procedure of likes or comments. Although the tag function is not new, Poparazzi's approach is that when posting pictures, users must tag at least one friend.
I believe many people want to expand their social influence through social platforms, but later it evolved into a bad habit of social culture. Everyone is more in fear of the number of fans and likes, and gradually loses themselves.Poparazzi uses a way of opposing individual-centered socialization to encourage content creation and make users feel at ease with each other.
2. Why did Poparazzi gain popularity in a short period of time?
As a social software that only supports sharing photos, why can Poparazzi get such a lot of attention in a short period of time?
1. In the early stage of publicity and promotion, increase exposure, and the amount of exposure
Poparazzi can attract a large number of fans to download. In fact, it is inseparable from perfect marketing strategies. In order to gain the maximum exposure, it was promoted on TikTok three months before it went online, creating traffic-driven videos and cooperating with the operation of rapid fission, and inviting internet celebrities to promote, which in turn attracted the trend of young people.
In the TikTok account poparazziapp, the total number of views of the videos released in February reached 1.44 million. The style of the video seems to be aimed at the Z generation, in one of the most popular videos, a girl grimacing at the camera, analyzing the three reasons why Poparazzi will become the next heavyweight social software, and that many people will uninstall Ins , and then many video imitators spread on a large scale.
Image source: TikTok
2. Accurate target group positioning, viral fission
In addition to preheating 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 will be switched quickly, and it will be matched with the shutter sound, music beats, and the vibration of the mobile phone that rises and falls with the rhythm, which will intuitively bring users a fashionable, cool and youthful feeling.
When registering, the user will be asked to fill in his mobile phone number and must invite three friends to register. In addition, prompts to invite friends often appear during use, which also makes this product come with the social attributes of natural fission.
Image source: @sara's social platform share
In addition, Poparazzi is connected to Snap through a built-in button, which allows users to forward to other platforms. The founder of Snap once said that Snap currently covers 690% of the 13-24-year-olds in the United States, Australia, the United Kingdom, France and the Netherlands. It is obvious that this is also Poparazzi's main target group positioning.
3. In line with the needs of Generation Z, it arouses emotional resonance
As selfie culture is integrated into social networking, the photo-p functions on the Internet have long been varied, and many studies have shown that selfie has a destructive impact on young people's psychology. Although it can bring freshness to users, long-term deviation from reality will make them feel empty, and at the same time, obsession with self-image and attention to others' comments will also make users feel tired.
Poparazzi's reverse design - reverse selfie, greatly limits the hands-on ability of selfie enthusiasts. This can also indicate that the social experience pursued by Generation Z has gradually shifted from social software created by personal perfect image to pursuing reality.
In summary, Poparazzi is becoming a gathering place for young people to face "reality", and abnormal operations have also opened up greater room for development for products. The social track needs powerful innovation. Although Poparazzi has received great attention with its unique social gameplay, it still depends on how to break the circle and break through the siege in the traffic market in the future.
content reference:
omr "Poparazzi: Testflight, Tiktok and pre-orders send app to the top in a flash"
silicon rabbit race "No photo editing, no likes, this social product needs to kill Instagram》
This article material and guide All pictures are from the Internet.
Author: Shi Youqu, official account: Shi Qu Research Institute (ID: SocialTouch2020)
This article was originally published by @Shiqu and is a product manager. Reproduction of
title image is prohibited without permission. It is from Unsplash, based on the CC0 protocol.
