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Why are users "not interested" in your app? -Ji Changxin is the master of IOS

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In P C times user Active search information Explosion information It's in His search results. In the mobile era, users have no patience to find what they want to see in the complicated information, but rely on content Start a business Relying on platform Go and look for it own target Users, and put the most appropriate content in front of users.

 07b93f8f22ee4d57967edd4300598044.jpg

Today's information app relies on“ Not feeling interest function Popular, but development personnel What to use mechanism can accurate What about putting what users want to see in front of users instead of when they first log in provide Some categories make it choice It's too simple and crude recommend mode Obviously can't satisfy the user's demand

A few years ago, algorithm The immaturity of machine Recommendation became very unreliable. At that time, "machine learning" and "artificial" intelligence ”"Not interested" is still unknown to the public.

1、 What is "not interested"?

The surge of mobile device penetration coming Many of them only do news website They all started to build content platforms, because with the rapid popularity of smart phones, they brush them in their spare time app Watching news and jokes has become a way for many people to relax.

yes People of like Entertainment news, some people are only interested in serious news. How to accurately display the information that meets users' preferences in the feed stream has become a problem for developers. As a result, under the background of "a lot of content and a large number of users", people are not interested Button It has to be popular.

2、 Why There will be Not interested?

By the end of 14 years, only the "dislike" button, that is, the "step on" button in the Chinese Internet world, can be found on Baidu, and "not interested" is still unknown to the public. "Not interested" in the PC era reason There are many, information platforms rely too much on PGC. On the one hand, in this case, what the website should put is subject to the arrangement of editors, and the recommended content is more in line with editors' preferences, which limits the scope of users to a certain extent.

3、 What are the benefits of "not interested"?

1. The "not interested" button can retain users. Personalized recommended content and good user experience are the key to win the content platform.

2. "Not interested" can help the platform achieve accurate advertisement Same content as content delivery author Also hope that their own articles can be transmitted to their target users group Through high conversion rate to accumulate loyal fans. In a word, "not interested" is equivalent to a two-way filtering, in which users reject the content they don't like, and advertisers and content authors exclude groups from the target.

3、 What are the disadvantages of "not interested"?

1. We can clearly find that in Phoenix News today Headlines Under the information app click After the no interest button label In fact number They are different from each other in classification. There may be dozens of tags behind an article. It is not easy to select the one that best reflects the voice of users. Moreover, in many cases, the existence of "quantity guarantee" and "no interest" conflict with each other, and there will always be some demand for quantity guarantee on the platform, which adds a lot of difficulties to the recommendation mechanism.

2. Advertisers are the gold owners of information platforms, and the content authors are the hematopoietic cells of the platforms. But not every platform is like today's headlines. There are countless advertisers and headline numbers to provide resources to try and explore, and a strong technical team provides algorithms behind the scenes strategy Support. Therefore, it is not difficult for us to understand why we can block news on many information platforms other than headlines, but we can't go to advertisements. It is not difficult to understand why the effects of different platforms are different.

3. Many times, the existence of "not interested" lowers the lower limit of the platform and limits the upper limit of the platform. If the lower limit is lower, it can accommodate more users, while if the upper limit is lower, its high-quality users will be reduced. So we can see Lv Will be in Advertising on the surging news doesn't spend a bit of energy on headlines with a larger number of users. Although the number of users of the former is small, it is high enough. The latter has a large number of users, but it does not conform to the tonality of luxury goods.

4、 Discussion on "not interested" of information app

Headlines can be directly blocked and placed at the top. Phoenix News will let them choose the reasons, while others, such as Sina, Sina, etc Netease Daily Express can't use this function. However, many advertisements on Phoenix's news platform can be blocked. Phoenix News is very difficult to click, often will be delayed into the news. In the headlines, Phoenix News, Netease News, we can block the original authors of articles - they have a large number of headlines, Phoenix, Netease numbers to provide continuous content. In contrast, Sina News without Sina can't block content providers.

"Not interested" is not a panacea. The strategy behind it is extremely complex. For users, "not interested" brings more personalized "customized services". For platforms, "not interested" brings more benefits.

ios study from introduction reach master All in woman Long letter

Why are you not interested in your app? -Ji Changxin is the master of IOS

share Most popular Of information

P in C times user Active search information Explosion information It's in His search results. In the era of complex information, users want to look for information without patience content Start a business We rely on platform Go and look for it own target Users, and put the most appropriate content in front of users.

 07b93f8f22ee4d57967edd4300598044.jpg

Today's information app relies on“ Not feeling interest function Popular, but development personnel What to use mechanism can accurate What about putting what users want to see in front of users instead of when they first log in provide Some categories make it choice It's too simple and crude recommend mode Obviously can't satisfy the user's demand

A few years ago, algorithm The immaturity of machine Recommendation became very unreliable. At that time, "machine learning" and "artificial" intelligence ”"Not interested" is still unknown to the public.

1、 What is "not interested"?

The surge of mobile device penetration coming Many of them only do news website They all started to build content platforms, because with the rapid popularity of smart phones, they brush them in their spare time app Watching news and jokes has become a way for many people to relax.

yes People of like Entertainment news, some people are only interested in serious news. How to accurately display the information that meets users' preferences in the feed stream has become a problem for developers. As a result, under the background of "a lot of content and a large number of users", people are not interested Button You have to be popular.

2、 Why There will be "Not interested"?

By the end of 14 years, only the "dislike" button, that is, the "step on" button in the Chinese Internet world, can be found on Baidu, and "not interested" is still unknown to the public. Not interested in the era of PC reason There are many, information platforms rely too much on PGC. On the one hand, in this case, what the website should put is subject to the arrangement of editors, and the recommended content is more in line with editors' preferences, which limits the scope of users to a certain extent.

3、 What are the benefits of "not interested"?

1. The "not interested" button can retain users. Personalized recommended content and good user experience are the key to win the content platform.

2. "Not interested" can help the platform achieve accurate advertisement Same content as content delivery author Also hope that their own articles can be transmitted to their target users group Through high conversion rate to accumulate loyal fans. In a word, "not interested" is equivalent to a two-way filtering, in which users reject the content they don't like, and advertisers and content authors exclude groups from the target.

3、 What are the disadvantages of "not interested"?

1. We can clearly find that in Phoenix News today Headlines App and other information click After the no interest button label In fact number They are different from each other in classification. There may be dozens of tags behind an article. It is not easy to select the one that best reflects the voice of users. Moreover, in many cases, the existence of "quantity guarantee" and "no interest" conflict with each other, and there will always be some demand for quantity guarantee on the platform, which adds a lot of difficulties to the recommendation mechanism.

2. Advertisers are the gold owners of information platforms, and the content authors are the hematopoietic cells of the platforms. But not every platform is like today's headlines. There are countless advertisers and headline numbers to provide resources to try and explore, and a strong technical team provides algorithms behind the scenes strategy Support. Therefore, it is not difficult for us to understand why we can block news on many information platforms other than headlines, but we can't go to advertisements. It is not difficult to understand why the effects of different platforms are different.

3. Many times, the existence of "not interested" lowers the lower limit of the platform and limits the upper limit of the platform. If the lower limit is lower, it can accommodate more users, while if the upper limit is lower, its high-quality users will be reduced. So we can see Lv Will be in Advertising on the surging news doesn't spend a bit of energy on headlines with a larger number of users. Although the number of users of the former is small, it is high enough. The latter has a large number of users, but it does not conform to the tonality of luxury goods.

4、 Discussion on "not interested" of information app

Headlines can be directly blocked and placed at the top. Phoenix News will let them choose the reasons, while others, such as Sina, Sina, etc Netease Daily Express can't use this function. Headlines and Phoenix news can block ads, but like many other platforms, users have to accept the existence of ads. It's very difficult to click the news of Phoenix by mistake. In the headlines, Phoenix News, Netease News, we can block the original authors of articles - they have a large number of headlines, Phoenix, Netease numbers to provide continuous content. In contrast, Sina News without Sina can't block content providers.

"Not interested" is not a panacea. The strategy behind it is extremely complex. For users, "not interested" brings more personalized "customized services". For platforms, "not interested" brings more benefits.

ios study from introduction reach master All in woman Long letter

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This paper is written by Ji Changxin Creation, article address: https://blog.isoyu.com/archives/20566.html
use Knowledge sharing signature 4.0 International license agreement. Except for the reprint / source, they are all original or translated by our website. Please sign before reprinting. Last editing time: October 10, 2017 at 11:26 PM

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