文/DEAR 10月號/2020 第22期 生活快遞

台灣人最習慣使用的通訊型社群媒體LINE,自2020年3月更新了官方帳號的收費模式後,許多企業不堪廣告成本的提升,紛紛轉戰至Telegram經營自家社群。隨著官方帳號的轉移,許多原LINE的使用者也開始下載Telegram,以便追蹤感興趣的官方帳號。而這樣的用戶遷徙,也讓不少人發現了Telegram的優勢:較大的群組容量、免費的貼圖、好用的雲端存取功能,以及私密性極強的傳訊模式,都滾雪球式地吸引了更多的用戶。

另一方面,兩年前微網誌型社群媒體Tumblr,也因其內部的「成人內容禁令」造成用戶的嚴重流失。原因是Tumblr希望以此塑造出健康清爽的形象,卻沒有考慮到25%的用戶都是以消費「上班不適合看」的內容(俗稱NSFW,Not Safe/Suitable For Work)為主。用戶需求的供給源頭被斬斷後,自然會尋求新的來源。

With this shift, many Line users also started migrating to Telegram in order to keep following the official accounts that they were interested in. Before long, users also began to see the advantages Telegram had over Line, which included larger groups, free stickers, cloud features, and better privacy. That, in turn, resulted in even more users moving over to Telegram.

Another famous example is Tumblr, a microblogging website. Two years ago, Tumblr wanted to create an image that is healthy and wholesome, so it placed a ban on adult or pornographic content. However, 25% of Tumblr users actually used the platform primarily for NSFW, or Not Safe/Suitable For Work, content, so this prohibition ended up driving many users away.

※ 本文摘自《DEAR 10月號/2020 第22期》立即前往試讀►►►

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