Likee

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2024: Updates to strengthen the security of your community

On May 16, 2024, Bigo Tecnnology announced the launch of updates to strengthen user security on the Likee social network. Now you can activate private mode in your account - this means that only subscribers invited by the user himself can watch his or her video. The latest version of the application is also allows you to control the amount of content in push messages from channels that users do not subscribe to.

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Bigo Tecnnology

According to the company, as part of the security development strategy, Likee has developed a plan for implementation in the very near future. The plan includes a number of changes to recognize text and expand the base of unacceptable expressions, which as of May 2024 consists of 141 thousand words in 21 languages. Basic models of optical character recognition will be added to the platform, which support more than 80 languages, as well as ChatGPT capabilities.

Likee has several thousand moderators, and their number will be increased. Employees work around the clock and, according to company policy, must respond to incoming requests within five minutes.

Already existing security measures in Likee will also receive additional development. For example, the parental control function will be strengthened, under which a minor user automatically falls during registration. Likee has created a security center on the official website to build knowledge about the Likee community rules and Internet security among users. For May 2024, the platform updated content on six topics, including a code of conduct and policies to prevent the demonstration of acts of harm to yourself and others. In 2020, the brand created an official Likee Russia Safety account with educational content, safety recommendations, anti-fraud, addressing users using active notifications in appendix. The account is gaining 16 million views.

Previously achieved results are presented in Likee reports on ensuring the safety of minors. For example, according to the report for the first quarter of 2024, from January to March, Likee blocked 292 thousand accounts. This became possible thanks to the Likee 60 artificial intelligence models created, thanks to which up to 99% of unwanted content is detected. In May 2024, proud Likee launched the# ProtectLikee project to raise awareness about the security of content and the entire community of the social network, collecting more than 20 million views.

Likee has been actively engaged in communication Russia work since 2019. In particular, Likee became one of the first foreign services in Russia to begin implementing the law "on landing." For several years, the social network has been in continuous contact Roskomnadzor with to timely solve any problems that arise. From January to April 2024, Likee received 74 requests from Roskomnadzor to remove unwanted content, processed them and took action as soon as possible. Likee will disclose content management reports annually as required. regulatory authorities Details information of previous reports can be found on the Likee blog. In 2023, following negotiations with management, it was Secure Internet Leagues created, chatbot which became an additional way to transfer user feedback directly to the Likee team.

Unwanted content that we discovered ourselves and received complaints about has already been removed thanks to the entire range of measures we are taking. Unfortunately, like any social network, we cannot completely eradicate the circumstances that cause it to appear. We instantly respond to all requests that come through our specially created feedback channels. We also respond as quickly as possible to situations where content that has long been removed from our platform is unexpectedly replicated in the media. But even in this case, we are further strengthening security, as we did in May 2024. told Dmitry Mayer, CEO of Likee in Russia

2022: Fine of 1.5 million rubles for refusing to localize personal data of users

On June 16, 2022, the Magistrate's Court in Moscow fined the social network Likee for refusing to localize personal data of Russian users. The company was found guilty of an administrative offense under Part 8 of Art. 13.11 of the Administrative Code of the Russian Federation (failure by the operator to ensure the recording, systematization, accumulation, storage, or extraction of personal data of citizens of the Russian Federation).

According to TASS, citing the decision of Judge Timur Vakhrameev, which was announced on June 16, 2022, Likee was fined 1.5 million rubles. According to the judge, he was ready to issue a minimum fine (1 million rubles) if the company pleaded guilty.

A court in Moscow fined the social network Likee for refusing to localize personal data of users

According to the Interfax agency, the company asked the court to stop the proceedings due to the fact that they do not see the composition of the administrative offense in the actions of the social network.

According to the case file, Roskomnadzor drew up a protocol against Likeme Pte. Ltd (Likee) due to the fact that as of April 1, 2022, the Likee service did not fulfill the requirements for the localization of personal data in Russia. The server with them was located in Australia and Singapore. Representatives of the company, in turn, said that although the requirements had not been met by this date, the organization took the necessary actions to eliminate this offense. By mid-June 2022, the social network, whose users can create and distribute short music videos with the ability to add special effects, provided data localization.

In Singapore, the data is supplied in an impersonal form for the purposes of marketing statistics, said a lawyer representing Likeme. He also noted that the company, after a request from Roskomnadzor, changed its privacy policy and reflected in it that it processes personal data of Russians on the territory of the Russian Federation.^[1]

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2020

Start Shopping E-Commerce

On April 21, 2020, it became known that the platform for creating short videos Likee launched the internal e-commerce "Shopping" function. Now all users can purchase products of well-known brands on a separate page, and applications top influencers also get the opportunity to add planned purchases to their accounts and sew links to them in videos and live broadcasts. Sales of goods Xiaomi have already started, on April 24, an assortment of online products will be available on the platform, and retailer AliExpress on April 28, a brand will be available. HUAWEI Other stores that have official accounts in the application can also apply to include their products in and, Marketplace like top influencers, gain additional tools to promote it. BIGO Technology In noted that the audience of Likee Russia in is more than 8 million active users monthly.

According to BIGO Technology, the e-commerce feature will be useful to both platform users and retailers. Brands receive not only an additional distribution channel, but also effective tools for promoting products by popular app bloggers among their subscribers. In particular, top-end likers can add links to products in videos and streams and put them on the pages of their accounts, as well as announce discount promotional codes. In each of the three cases described above, it is monitored which influencer contributed to the purchase - and AliExpress, for example, will send such likers a certain percentage of sales.

"One of the priorities of our team is the continuous improvement of the user experience of the rapidly growing Likee audience around the world. This is especially true when important aspects of the lives of many people from different countries take place mainly online. For April 2020, as part of the e-commerce function, we are already cooperating with Xiaomi, AliExpress, HUAWEI and in the future we plan to conclude new partnerships, " noted Mike Ong, vice president of BIGO Technology

For April 2020, the HUAWEI electronics brand has launched three key products on sale: smartwatches in six colors, wireless headphones (in three), as well as the HUAWEI P40 LITE E smartphone with a black and turquoise blue panel. In honor of the start of cooperation with Likee, HUAWEI will offer exclusive discounts to users of the application. Promocodes will be voiced by top-end likers as part of short videos and during live broadcasts. Promo codes from the video can be used for two weeks, and discounts from streams will be valid for two hours after the announcement.

Technology maker Xiaomi sells the most popular electronic products in Likee, which are in particular demand from Generation Z. As of April 2020, for example, wireless headphones, external batteries, selfie monopods, fitness trackers, hair dryers and much more are available to buyers.

Finally, online retailer AliExpress will start selling a wide range of products of different categories on the platform. Users will be able to purchase clothing, electronics, toys, cosmetics and many other products featured on AliExpress without having to leave the Likee app. For example, you can buy quadracopters, fabric backgrounds for photography and video, smart bracelets, electronic toothbrushes and even jewelry.

According to the developer, thanks to the presented function, likers get a more convenient and faster way to purchase not only products of well-known brands, but also merches from popular app bloggers. In addition to traditional branded clothing, accessories and dishes, the platform presents unusual products for creativity - confectionery clay and "slimes," multi-colored hand plasticine.

Monthly active user growth to 115.3 million in March

On March 19, 2020, it became known that the Likee short video platform, focused on the Generation Z creative cluster, was launched in July 2017 and in 2.5 years of operation became one of the most popular applications Russia in the world. Likee consistently shows high growth rates to data : as of March 2020, the number of monthly active users increased to 115.3 million, showing annual growth of 208.3% and quarterly - by 15.1%.

We are glad that the young and close-knit community of Russian users is growing so quickly - as of March 2020, it amounts to more than 8 million active users per month. We note the high activity and involvement of Russian likers: almost 50% of them publish their own content; on average, each of them spends more than 1 hours a day in the application, watching at least 250 videos, commented on the position of the application on the Russian market Mike Ong, vice president of BIGO Technology

The traditional leader in the rating of the most popular local likers in terms of the total number of subscribers and likes is Milan Nekrasova - she has more than 20.6 million fans. Three other prominent representatives of the top 10 (Nastya Kosh, Elian Fox, Maceu) have a combined audience of 42.6 million followers. It is safe to say that most of the Russian users of the application follow the profiles of each of them. Well-known influencers often cooperate with each other (record joint and duet videos, attend events together, etc.), uniting their subscribers into friendly communities. That is why many Likee residents are perceived as one large family, where all their own.

Another reason for the growing popularity of Likee is a large collection of modern filters, special effects and other tools for creating and editing videos, giving users the opportunity to realize creative potential. For example, the platform has a Superme special effect that makes various transformations possible - an instant location change (also known as a background) or the author's integration into another, already existing, video (for example, into his favorite film or clip). It is Superme that helps likers age in real time - solely for the sake of creativity and, of course, out of interest. For similar purposes, another function is used - Morph - which gradually replaces the face of the author of the video with the face of another person or the face of the animal, documenting changes in real time. In addition, there is also the classic Makeup/Colorful Hair tool, which allows users to try on various hairstyles and types of makeup - in the end, it turns out very realistic.

4th in the world in terms of downloads in January

According to the January 2020 Sensor Tower report, Likee became the 4 most popular app in the world in terms of downloads, while back in June 2019 it ranked 8th in a similar ranking.

2019: Role in spreading hashtag challenges

Likee was instrumental in the emergence and distribution of the hashtag challenges, which made 2019 history as one of the iconic innovative formats.

The hashtag challenges conducted in Likee showed outstanding results in terms of the number of views, indicators of engagement and mobilization of the app's audience. We noted the effectiveness of this tool for promoting brands - customized challenges, developed specifically for the tasks of partners, natively fit into the atmosphere of the community, noted Mike Ong

In particular, the most popular in terms of the number of videos created by users in 2019 was the# RoomFear competition, in which more than 905 thousand likers showed their images on Halloween. In total, 1.2 million videos were published, which received 131 million views. As an example of a commercial challenge, we can cite# VideoBlog, the participants of which talked about their day, competing for prizes from the brand. In smartphones Honor total, 151 thousand likers made more than 731 thousand videos, which received 6 billion views.