What is Likee?It is a social media app where users exchange short videos that they have created. Users can add music to their videos from the app’s extensive music library and stickers, and various effects. The filmed videos appear in the feed, after which other users can comment on them, rate them with the help of likes, and even shoot their video reactions in response. And like many different applications, there is the possibility of conducting live broadcasts. As you may have noticed from the functionality and content format, this platform has common characteristics with TikTok, but there are several significant differences. The creators explain the program’s incredible success by choosing the target audience and constant interaction with it. Let’s take a look at which audience this application is most popular among.
Why is Likee so popular?The main advantage of the service is the 4D Magic function, which immediately won users’ hearts. There are no analogs of this option in any alternative application yet. Likee app can be called a full-fledged video editor, as users have the opportunity to use it to create high-quality videos using artificial intelligence and augmented reality. It is worth to pay tribute to the developers of this application since almost monthly updates are released to the application due to which users receive new functions. Another feature that attracts millions of users every day is gamification. Like the Bigo Live app, the Likee app contains game elements where users compete for popularity, earn points, compete in challenges, and play to get others’ attention with their video or seek contact with famous bloggers.
Likee’s featuresThe application has five sections with functions: “Stickers,” “Music Magic,” “Dialogue Game,” “4D Magic,” and “Super Power.” When shooting, you can choose the recording speed and beauty filters, which will make the skin clearer and the eyes more prominent.
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MonetizationThe app’s monetization strategy is based on the app’s internal currency: diamonds and beans (coins) and ads. Let’s take a closer look at the currency. Immediately, we note that the currency can be converted from the dollar into the domestic cash – diamonds, and funds can be withdrawn through the conversion of diamonds into the dollar. As we just said, diamonds can be bought and turned into beans. Users use beans and diamonds to purchase stickers, masks, gifts – all this is needed to stand out from the crowd and earn followers. There are several ways to get beans in Like for free or for a fee:
- buy for real money through the “Wallet” section;
- receive remuneration from the administration for active participation in contests, sweepstakes, and challenges;
- ask for gifts from other users and an active audience of subscribers.
- make a thematic video;
- post it with a hashtag;
- like publications, etc.
How your Likee-like app can be interesting for your potential advertisersWe discussed the currency inside the app, now let’s move on to what your Likee-like app can be interesting for your potential advertisers. Advertising formats are the following:
- Banners where you can add a link to your landing page. They are on the main search page at the top of the screen.
- Branded stickers, lenses, AR, and VR effects, some of which are shown in the picture above.
- Hashtag challenge, which may involve branded stickers and effects.
- Push notifications that pop up on users’ phones. Yes, this may annoy some users, but this format can be used to support a hashtag challenge and include a call to shoot a video.
The concerns of Likee and ways to solve itWith the Likee app’s growing popularity among children and adolescents, several problems have arisen, as evidenced by parents’ negative reviews on the American website Common Sense Media. First of all, the question that has emerged is related to the fact that in the pursuit of popularity, children publish videos that, in general, should not be published. So what points are of concern: # 1 Oversharing or excessive publication of data about yourself. Demonstrating your home on geotagged video may interest burglars. Also, documents or files that contain personal data are often flashed on the video. For example, I can brag about photographs of passports, where personal information is clearly visible. # 2 Explicit content. Children tend to imitate adults, which is probably why on Likee, you can often come across videos of provocative content with children’s participation, filmed in pursuit of likes. More than once, pedophiles have come across the fact that they began to correspond with children online because of such videos. # 3 Shocking content. The App Store description of the app states that Likee may contain “horror or fear material.” In addition to extreme or downright frightening materials, videos with suicidal motives or self-harm, as well as videos demonstrating potentially dangerous behavior, began to be seen. Such materials can have an immediate effect on the child’s psyche that has not yet been formed. # 4 In-app purchases. This option will not harm your child, but the family budget is. Likee has an internal currency – beans and diamonds. They can be spent, for example, on gifts for your favorite bloggers to get their attention. This currency is not cheap, and children may not understand that they are spending real money from their parents’ payment cards. From the above, we can conclude that this social media platform has problems with content moderation. For parents to control their children, in 2019, Likee added the Parental Control function to the application. This feature allows you to control or restrict the access of young users to Likee content, namely:
- block live broadcast and push news,
- block viewing profiles and subscriptions for users who are geographically nearby,
- disable the ability to search for a user profile,
- block outgoing and incoming messages,
- disable pop-up notifications,
- restrict the purchase of the internal currency of the application.
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What does it take to build a social media app?As we said at the very beginning, social media has long been a part of our life. With their help, we communicate with our friends and relatives and learn something new, find out the news, and even do business. Thanks to platforms like Instagram, Facebook, and many others, people can share photos, videos, and text messages privately and publicly. The variety of features makes these apps so popular. If you have an idea for social media that can win your audience, it is essential to understand that a digital solution must be created with high quality. This task will take a reasonably long time. The market you want to enter is quite competitive, and your solution must have a unique proposition. First of all, you need to find a team of developers with sufficient experience, which will build your solution from scratch with high quality, but before that, you will complete the discovery phase. This is a critical stage that we do not recommend skipping because, at this stage, our business analyst analyzes the market, looks at your competitors’ solutions, and determines the required set of functions for your future application, which will help you stand out from the competition. We also draw up a Project Vision document and specifications with a well-defined technology stack. Speaking about the specialists that you need to create an application for Likee like app, we would name the following:
- Business Analyst;
- System Administrator;
- UI/UX Designer;
- HTML/CSS Coder;
- iOS Developer;
- Android Developer;
- QA Engineer;
- Scrum Master.
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- Ability to publish and share photos and/or videos.
- Ease of Use – If you find something simple, make it even more comfortable, or people won’t use your app.
- Customize your profile to have a personality
- Find friends and follow them or make new ones using names, keywords, or hashtags.
- Integration with other social platforms. Your application is unlikely to survive on its own. Link it with other social media platforms like LinkedIn, Twitter, and Facebook. Users trust integrated apps.
- Privacy and security of user data.
- Notifications and feeds with news from other users. Some people start social media accounts not to share content, but only to find out what’s new in other people’s lives.
- Ability to leave comments and send private messages.