This is how it happened. When a netizen named Jiao Jiaoyue was reading the annual report of NetEase Cloud Music, she was told that her favorite song in spring, autumn, and late at night was “Little Widow on the Grave”. The netizen immediately forwarded the report to Douban “Ha Group” with shock. This sharing immediately became a hot post on the Internet, and triggered a phenomenon of human-to-human listening to “Little Widows to the Grave”. Not surprisingly, in the 2021 annual review, “Little Widow to the Grave” is expected to appear in more people’s review lists. This may be the embarrassment of data knowing people.
Every year at the end of the year, looking back at the past year through the App’s annual report has become a customary habit. Based on the theoretical basis of cybernetics, the founder of information theory, Claude Shannon, believes that information can reduce the randomness and uncertainty of our objective cognition. Statistical data represents a high degree of accuracy and generality, so people always inexplicably love to read data about themselves. A further point of view is that measurement is a prerequisite for optimization. Therefore, most of the statistics on users appear at the end of the year and the New Year, when people will quietly bury their expectations for the coming year.
The annual user report issued by the App has a new and cutting edge. NetEase Cloud Music first launched an “exclusive music calendar” in 2016, giving everyone the opportunity to show an unknown self in the social circle.
But over the years, retrospective reports are basically based on user usage data, starting from several easily quantifiable dimensions such as the most, earliest, latest, and total consumption, leaving people with no room for choice and explanation. Relying on cold “traces” to figure out life, will inevitably have unpopular results. Especially we are so easy to leave “black history”.
If App really understands human nature, the annual report might look like this…
Social App: “How much time are you wasting with me”
Dear, we found that you open me at least 8 times a day, but you just swipe up and down to do nothing, or you read the content twice a minute ago. Thanks to me, you have wasted ××× hours all year.
So, when the short video software told you that your favorite video last year was the method of making Liangpi, you watched it 19 times that day; the learning software counted the number of your absenteeism last year, and kept asking you “sign in “Have you finished watching the video?” “Did you get up?” The music software tells you that this year is the fifth year you have used it, and it reminds you once again that you met because of a song that killed Matt… Is your heart instant? Full of many question marks? Then, when they forcibly find casual life, exquisite life, and label you as a worker from a keyword vocabulary that doesn’t have many options, who doesn’t want to ask the question: that’s me?
The annual review was almost stylized: most of them flashed back to the user’s usage records in the past year in a warm and heartwarming H5, and finally put a shining label on the confused users. Compared with the red envelope wars or soliciting promotions of other projects, the annual review may be regarded as the least internal volume project of each app.
Takeaway App: “How many calories did you get from me”
Dear, we recorded your peak record of 5 meals a day, and the total calories of the skewers fried chicken pizza milk tea you got here all the year ×××10,000 kcal . Dear, we can’t count the takeaway meals ordered by colleagues separately. You see that the total expenditure of the payment software always includes all the AA money you paid in advance. It makes you seem super rich, isn’t it?
Sports Health App: “How long have you left me out of the cold” is
almost the same, in fact, only at the turn of spring and summer every year you will think of me. But it’s okay, as long as you don’t delete me, I will wait for you here every year. In order to be a better version of yourself, you would not delete me, would you?
Video App: “How many walls have you climbed”
This year, you have changed ×× idols and climbed the wall ×× times in total (social software linkage supplement: of which collapsed houses × times.). This year, you have been obsessed with N pairs of CP. Although in the second half of the year you may forget that you once fascinated him in the first half of the year, it does not matter, we will help you remember it.
Taxi App: “How far have you been around by us”
Dear, although you can walk on the elevated highway at this time of the day, but we just think that taking such a “snake-eating” route on the ground will make you reach your destination faster. You see, when the carpooling fee is fixed, we have taken you ×× hours to ride the car throughout the year, which actually makes a lot of money.
Shopping App: “There are still so many people in your friend list who can make a discount together.”
Dear, after counting the frequency of users in your friend list, we found out that the following are the above They are extremely active in the event. We believe that they are extremely loyal users. If you want to get discounts next year, you can find them more.
Information App: “You don’t care about so many big things” is
fine, anyway, what you care about is the big thing.
But the annual review could have a deeper meaning. On New Year’s Day 2021, Sogo Seibu Department Store in Japan released its annual summary in the form of shopping receipts. The ticket shows their sales performance from June to November 2020. In 2020, when going out is restricted due to the epidemic, people bought 662 suitcases (in order to travel freely), 76175 lipsticks (wore a mask and want to enjoy makeup), and 566 sets of baby clothes ( Bless the life that is about to be born). With this small ticket, Sogo Seibu Department Store tells everyone: Even if life stagnates, people are working hard to enjoy the moment, and the department store sells hope.
Of course, the annual review is really not necessary. This year, YouTube cancelled the Rewind video. Since 2010, YouTube will gather the ten most popular short films of that year into the Rewind series of retrospective films at the end of each year. “2020 is a very different year. It does not seem appropriate to pretend to be business as usual in order to continue the tradition of previous years.” YouTube said.
YouTube also took the initiative to mention a piece of “black history”: its 2018 retrospective was crazy dislike when it was launched, and it even reached the top of the most unpopular video. You see, sometimes data is really hard to see through people.