After meeting an ignominious end in 2017, the anonymous gossip app once popular with college students lives again. Yik Yak returned to the iOS App Store on Monday (sorry, Android users) under new ownership, inspiring a fresh round of interest in the long-dead social network.
With a reputation for rampant cyber-bullying and harassment, moderation woes were central to the app’s failure. Once ubiquitous on many college campuses, Yik Yak limped into 2016, laying off most employees and struggling to keep users engaged. The app tried to pivot away from campus gossip and toward location-based social networking that same year, but it wasn’t enough and the once high-flying social network was sold for scrap.
As co-founders Tyler Droll and Brooks Buffington wound down the app in 2017, Square paid $1 million for several Yik Yak engineers and rights to some of the company’s intellectual property. The company had raised $73 million and was valued around $400 million in 2014, during its peak. TechCrunch contacted the company for information about its new ownership, which is apparently based in Nashville, but has yet to receive a response.
Though we’re still not sure who re-launched it, the new version of Yik Yak is well aware of the original app’s pitfalls. After providing a phone number to sign up, a short onboarding sequence warns users of a zero tolerance “one strike and you’re out” policy for bullying and threats.
“We’re committed to combating bullying and hate speech on the Yik Yak platform by any means necessary,” the new Yik Yak team, which acquired the rights to develop the app in February, wrote on a relaunched website.
Being aware of what issues will inevitably arise on a social network and being prepared to moderate those issues at scale are two very different propositions. Yik Yak is anonymous, but it’s also an app focused on what’s happening IRL nearby within a tight radius, two factors that could combine to pose even more of a moderation challenge.
Within the new app, a sidebar points users toward “stay safe” resources address and array of issues that could arise on the app, like ridesharing, bullying, sexual consent and COVID-19, though the app doesn’t yet include explicit misinformation policies.
Another section in the sidebar offers a list of mental health resources and encourages users to downvote and report any bullying on the app so it can be reviewed by the Yik Yak team. The company says that yaks with a negative ranking from five or more downvotes will be automatically removed from the app’s feed, though we’ve asked the company for more details about its content moderation plans, including if a team at Yik Yak is dedicated to the task.
The new Yik Yak is built around location-based sharing and users can share messages, called “yaks,” to anyone within a five-mile radius. If you’re in a rural area or otherwise quiet zone devoid of yaks, you can amuse yourself with the confessions that show up on a chart of popular national posts.
For now, many high-ranking posts are excited chatter about the app’s return from former Yik Yak devotees — mostly younger millennials who’ve since graduated from college. A smattering of popular posts warns that Gen Z-ers too young to have used Yik Yak during its heyday won’t know what hit them.
“Is this app now 100% 25-30 year olds?” one post reads. “The Zoomers aren’t ready for the return of the Yak,” another user wrote.
Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster
Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.
Google December 2021 Product Reviews Update
On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.
Our December 2021 product reviews update is now rolling out for English-language pages. It will take about three weeks to complete. We have also extended our advice for product review creators: https://t.co/N4rjJWoaqE
— Google Search Central (@googlesearchc) December 1, 2021
The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.
A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:
“Mainly relevant to sites that post articles reviewing products.
Think of sites like “best TVs under $200″.com.
Goal is to improve the quality and usefulness of reviews we show users.”
Continue Reading Below
Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.
The first best practice was a requirement of evidence that a product was actually handled and reviewed.
The second best practice was to provide links to more than one place that a user could purchase the product.
The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.
Google’s Mueller Thinking About Product Reviews Update
Product Review Update Targets More Languages?
The person asking the question was rightly under the impression that the product review update only affected English language search results.
Continue Reading Below
But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.
This is his question:
“I was seeing some movements in German search as well.
So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.
…My question is, is it possible that the product reviews update affects other sites as well?”
John Mueller answered:
“I don’t know… like other languages?
My assumption was this was global and and across all languages.
But I don’t know what we announced in the blog post specifically.
But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.
I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.
But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.
And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.
So I’m not particularly surprised that you see changes in Germany.
But I also don’t know what we actually announced with regards to the locations and languages that are involved.”
Does Product Reviews Update Affect More Languages?
While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.
Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.
One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.
It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.
Google Blog Post About Product Reviews Update
Google’s New Product Reviews Guidelines
John Mueller Discusses If Product Reviews Update Is Global
Watch Mueller answer the question at the 14:00 Minute Mark
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