OCR – Level 3 Cambridge Introductory Diploma in Media Unit 35: Social Media Products Overview

OCR –
Level 3 Cambridge Introductory Diploma in Media
Unit 35:
Social Media Products
St. Andrew’s Catholic School –
Willem Bekker 3013
Unit 35 Overview

Instagram
Creator: Kevin Systrom
Created: March 2010
Net worth: 50 billion USD +
Users: 800 million
Facebook
Creator: Mark Zuckerberg
Created: February 2004
Net worth: 182.42 billion USD
Users: 100 million a month
Snapchat
Creator: Evan Spiegel
Created: September 2011
Net worth: 13.61 billion USD
Users: 150 million every day
Chosen social media products
I have chosen these social media platforms to analyze as
they are arguable the most popular of this age. All of
them have been created in the last century for the same
target audience, and all promote interactive aspects for
their uses to display themselves and their lives digitally.
Facebook was the initial platform for the mass audience
to use, this format was the first of its kind to go viral but
originated for a university and its students to have a
portal to interact with each other. This was a media
image and text format which primary purpose is to allow
people to talk to family and friends to communicate with
each other.
I chose Snap chat and instagram because they are both
very similar as in they are both image related which is
what I want my social media to be like. However,
instagram is a format used to display the user life
whereas snap chat is a way of communicating through
pictures.

Instagram Pages
Search Page – allows the
user to view others
profiles and follow them
to gain inspiration.
Profile Page – allows
the user to have their
own page to display
their life to their
followers
Home Page - this page
allows user to see who
they follow’s post in a
constant stream
Camera – this page
allows user to take a
photo and the edit it
with filters to be
uploaded
Notifications page – This
allows the user to be aware
who is commenting and
liking their personal images.

Purpose
What is it
Instagram was made by Kevin Systrom in March 2010. Since then the social media platform has gained an audience
Of 800 million users and a net worth of around 50-60 billion dollars. Instagram is a platform that allows users to post and share
photos of themselves to their followers. It also gives them an opportunity to follow their idols and other famous people to see
what they are up to in their life's. Instagram is a photo – sharing app which allows users to share/ like/ comment of others
images and videos on the app. Their isn’t many restrictions on what can be posted , and likes and comments can be completed
by any user on any profile. The main purpose of instagram is to generate a following, for users can ‘follow back’ people they
know personally or not, creating a virtual fan-base, but also a sense of community between users. It also gives you an
opportunity to follow your idols and celebrities giving you a snapshot into their lives and allowing you to ‘personally relate’
(Katz) with them.
What does it offer
Instagram offers users opportunity to expand small businesses by using other users. It gives people opportunities to follow
friends and famous people so they can see what they are up. Instagram also has privacy settings that allows users to control
who follows them and see their activity.
Instagram is a picture based platform that allows people to only post photos and videos. This means that people can show their
follows what they are up to and where they have been by uploading an image that they have taken on their phone/device.

Contents
Color scheme
The color scheme of Instagram is white and grey. This is because it is a simple yet effective color scheme that keeps Instagram as a
professional company. They have recently changed the color of their logo to create a colorful and inviting vibe for the company. Using a mix
of blue, purple, pink, orange and yellow, all crossfaded and blended. The navigation bar at the bottom is the most plain with greyscale and
icons however this allows for easy access for the use. The like and comment button are the only 2 aspects of the page that are coloured
which promotes interactions between the user and the follower. The like button in the shape of a heart turns red once the follower has
used it on a post and the comment button in the shape of a speech bubble turns blue once used.
Interface of the product
The interface of the product when you open the app Is the users that the account follows. This allows the user to see what friends and
other people that they follow post on their Instagram and allows the user to like and comment on the photos they want to. The interface is
simply laid out which makes it easy for the user to navigate through with simple swipe motion to navigate through the pages.
Services and features
Instagram allows users to tag other users in photos that others might be in. this then allows other people to follow mutual friends. Other
features include putting up 24 hour stories that people can only view for one day. The main pages for users to navigate are: the home page,
the profile page, the camera page, the search page and the notifications page.

Deconstruction of App
The main pages of the app are the home
page; the search page; the camera page;
the profile page. These can all be found
in the navigation menu bar at the
bottom of the page or a swipe from left
to right will also take you onto the page.
The newest feature is the 24 hours
stories which can be found and viewed
at the top of the home page. These are
depicted with the user’s profile picture
and is a video or photo that is available
to view only for that day. The camera
options have also been updated with
choices such as boomerang and slow-
motion shots that can be created in the
action.
The app also offers a basic messaging service
between users called DM’s. Also, recently
they have allowed a user to have access of
the app to more than one account. The app
collects the data of their users and now
recommends people, pages and content to
them. Everything is accessible to the user
even profile settings including user name.
The username is unique so that no two users
have the same name making it easier to
search for them.

Deconstruction of App
Stories that can be uploaded
daily with a 24 hour viewing
period.
Page navigation from home
– search – camera –
notifications - profile
Tab to keep track of how
many photo’s the user has
uploaded
Ways to change the view
of the image uploaded
Images that have been uploaded
by others of the user allows them
to be tagged in their image
therefore connected.
The user’s ability
to keep track of
how many
people follow
their account
The user’s
way of listing
who they
follow,
whether
friends or
celebrities.

Target user/membership
Target audience
The target users for Instagram is primarily the younger generation, however this does not stop older
people using the social media platform to advertise business’ or even just have it as a way of
communicating with long distance relatives/friends. Instagram users generally fall between group C1
and E on the socio economic needs table, covers students to working class members of society.
Conveying that most users are around 17-34.
Membership
To sign up to Instagram you can use your email and create a password, you can also link it with
Facebook so you can follow your friends on Facebook. All you need to do is answer some security
questions and verify your email and phone number so they know you are who you say you are. After
this you need to have a user name that isn't taken. This can be your name or a nick name that people
know you by. From 2010 – 2015 the app has grown in popularity to recorded 400-450 million users
daily and a average of 300 billion likes, connoting the audience is worldwide and growing.

Target audience – Hartley/ Katz
Katz
According to Katz, the app will ‘inform and educate’ the user. This is through using interesting language and images
in order to attract the user into using the app. For example the use of well known celebrities attracts more people
that are interested in the specific celebrity. Furthermore if the app has well known people using it, people will be
more intrigued into downloading the app. this is how the app is able to inform and educate the user. The use of
interesting images creates a diversion for the user because it is enabling them to use an app and escape reality for
the duration of using it.
Hartley
Hartley's theory highlights that the App should consider Age, gender, class, ethnicity, self-image, nation and family.
It should be sure that the app being released is age appropriate younger people who will use it , this means no sign
of gore or sexual images. It is also very important that they consider different races before releasing the app
because some content used might offend certain people because of their race or ethnicity. Another thing that it
says is gender and self image. These are really important because there might be contexts that could make people
feel they are lower than other people because they are a male or female. Also people might look at their self
differently after looking at a model in an image

Sources of Revenue
Instagram makes its money from advertising, just
like Facebook. Facebook doesn’t break out
Instagram’s financials, but in 2016, about 97% of
Facebook's third-quarter revenue was derived from
ads. Ad revenue for the quarter was $6.82 billion, a
59% increase from the same quarter the year
before, according to the company's latest quarterly
report.
A portion of that revenue almost certainly came
from Instagram, which introduced paid advertising
on its service 2013. Since then, its advertisers have
included Nike Inc. (NKE
https://www.investopedia.com/articles/personal-
finance/030915/how-instagram-makes-money.asp
https://www.crunchbase.com/organ
ization/instagram/investors/investor
s_list

Legal and ethical
http://www.ethicssage.com/2013/03/instagrams-terms-of-
service-and-privacy-issues.html
Instagram also has to follow strict rules in terms of legal and ethical regarding privacy of their customers. This was apparent in
2012 when instagram suggested new terms of service which would allow all image uploaded to be accessed by outside
advertisers and facebook to use within their products. This is a breech of privacy and by including a mandatory arbitration
clause which would force users to waive their rights in court concerning this issue. The new terms of service implied that any
displayed photos could be used by companies without compensation for the owner. Even though instagram claims that “the
individual owns the content that they post through the instagram service”.

Facebook Pages
Profile Page – allows the user
to have their own page to
display their life to their
friends
Home Page - this page
allows user to see what
their post in a constant
stream
Notifications page – This
allows the user to be aware
who is commenting and
liking their personal images
or tagging the user in things.
Messages – a pop up menu that
appears when the user receives a
message notification from a
friend.

Purpose
What is it
Facebook was created by Mark Zuckerberg in February 2004. its current net worth is just over 182 billion USD and has
more than 100 million users a month using the platform. Facebook is a social media platform that allows people to
post status’ videos and photos and also allows user to share posts, videos and photos. Facebook promotes small
businesses and allows people to create groups. Facebook also enables people to add their friends and family and
similar to Instagram allows users to follow famous people.
What does it offer
Facebook offers users opportunity to expand small businesses by advertising to other users. It gives people
opportunities to follow friends and famous people so they can see what they are up. Facebook also has privacy
settings that allows users to control who follows/likes them and see their activity.
Facebook is a picture and text based platform that allows people to only post photos and videos but also communicate
with each other through private and public messages. This means that people can show their followers what they are
up to and where they have been but also share opinion and views on worldwide topics through their phone/device.

Contents
Color scheme
The color scheme throughout the whole the whole of Facebook is blue and white. This is a simple yet professional color scheme that is easy for
users to remember and is what Facebook use to advertise their company. They use the blue and white in their logo and just use a single letter
‘f’ so people know what it is. The house style of the app is consistent throughout, however the recent addition is the like button that allows
users now to share not only the fact they like it but their emotion to it through emoji's, whereas being it was a simple like or not.
The home page is similar to Instagram because it has the news feed of what friends of yours has shared or posted. It also has an option to post
photos videos or updates at the top of the news feed for your followers to have on their newsfeed. The newsfeed is exactly what it says, a
constant feed of new updates and posts from those you follow making it easy to keep up to date. The interface is simply laid out for users to
navigate through simple swipe motions to navigate to pages or using the navigation bar at the bottom of the page.
Facebook allows users to tag other users in photos that others might be in. This then allows other people to follow mutual friends. Other
features include putting up 24 hour stories that people can only view for one day, similar to Instagram and snapchat and these can also be
viewed across these other social media apps. The main pages for users to navigate through are the newsfeed, profile page, notifications page
and now the new Facebook market where you can sell unwanted items, much like ebay.

Deconstruction of App Friend Request – allowing user
to confirm or decline other
users wanting to follow them
but also giving them the
opportunity to chose to
’friend’ who they knowFunctions – the other
functions that the user
can use, events allows the
user to evolve a calendar
and be added to events by
friends, the messages is a
private messaging site
they can communicate
with friends through.
Newsfeed - is a constant stream
of the latest posts and shares
with the ‘friends’ the user has
keeping them up to date with
what people are doing and up
to.
Online friends – this is
connected to the messaging
format and allows the user
to view who is available to
chat with from their ‘friends’
and therefore will get and
instant reply.
Search bar – this allows the
user to search other profiles
and people they may follow or
want to follow but also allows
the user to search places or
products as these business
may also have a profile.

Target audience
The target audience for Facebook is all ages starting at 13. All ages use Facebook in order to contact family members that
live all around the world. It is one of the easiest ways of contact using the click of a button you are able to send instant
messages to anyone around the world. Facebook users generally fall between group C1 and E on the socio economic needs
table, covers students to working class members of society. Conveying that most users are around 13-34. However, being
the most evolved social media and the longest longevity the audience also stretch's to the A – B category as these users
may have been the first to join the app and have kept it up through the years.
Membership
To sign up to Facebook you can use your email and create a password, you can also link it with Instagram so you can follow
your friends. All you need to do is answer some security questions and verify your email and phone number so they know
you are who you say you are. Your user name is your name which allows users to easily find and follow each other and
repeat names aren't a problem as the profile picture helps to identify you. The app has grown in popularity meaning the
audience has also grown worldwide and the age range reflects this.

Target audience – Katz/Hartley
Hartley
AGE : The target audience for Facebook is generally focused on 13 – 34 year Old's, being of the age most likely to use social media platforms
being of the technological age. It allows them to follow ‘trends’ and keep it contact with friends/’followers’. Generally audience attending
school, universities and colleges, are focused on the social aspect of life and therefore are attracted to the app to be able to update their
knowledge, see what their fellows are up to and letting others be up to date with their everyday lives and thoughts.
GENDER: The gender of Facebook is gender neutral, as it is a simple sharing app. It promotes social interaction between the sex’s in a
controlled manner and encourages inclusion with all. Gender specific media isn't popular in the 21st
century anymore therefore it creates a
‘open’ environment for all.
CLASS: Snapchat is a social media app therefore it is aimed at middle – working class and young adults possibly still in education. This is due to
the age groups being interested in the ‘trends’ and what is most ‘popular’ right now. This app allows them to share this media between them
and communicate with each other, allowing them to express their personal opinion and follow those who inspire them.
Katz
Personal Identification The user of the app can identify with the personal lives of the other users across the world. They can identify with the
app as they are portraying their own lives through it.
Personal Relationship The user will be using this app to portray themselves to others, therefore they will directly personally relate to the
content they are uploading and encourages others to relate to them too.
Inform and Educate The user will also use the app as a way of being informed and educated of the most up to date news and trends and
information through other’s profiles, therefore gaining wider breadth of knowledge.
Diversion The user will use the app to become lost in the virtual world and escape their reality as they can almost become a character of
themselves to display to the world.

Sources of revenue
https://investor.fb.com
Facebook’s makes its money from advertisement,
shown in the model. Facebook’s adds pop up in the
tab above, are integrated in the newsfeed and
interrupt videos to stream the advertisements half
way through. Advertising ranges in price depending
of the size and frequency the company want. This
revenue is what funds the company and employee’s
to keep developing the free app.

ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply advertising codes which are written by the committees of
advertising practice
Copyright
Copyright is the assignable legal right which is given to the originator for a certain number of years that enables them to print, publish, preform or record
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the copyright statutory licenses and determine the
distribution of licence royalties
Representation
What class is the audience… male/female, ethnicity, religion
Offensive material
to make sure that there is no offensive language or images that will offend certain members of the audience

Snapchat pages
Contacts page- message
your contacts with a private
message either text or
instant photo
Home page: option to take a photo and video this
also allows the user to edited their images with
filters and lighting
Snapchat stories –
upload and view stories
that are only available
for 24 hours.

Purpose
What is it
Snapchat was created in September of 2011 by Evan Spiegel has grown an overall audience of around 150 million users everyday and a net
worth of 13.61 billion USD till the date ’13/12/2017’
Snapchat allows users to send others images and photos that can only be played once and also gives the user to replay a snap if they miss it.
Once they have viewed it it is gone forever. Users can also post things to their stories so their friends can view it as many times as they want
in 24 hours. There is facials that alter the look of the user and allows them to take photos and send it.
What does it offer
Snapchat offers users opportunity to expand small businesses by advertising to other users. It gives people opportunities to follow friends
and famous people so they can see what they are up. Snapchat also has privacy settings that allows users to control who follows/likes them
and see their activity. Snapchat is a picture and text based platform that allows people to only post photos and videos but also communicate
with each other through private and public messages. This means that people can show their followers what they are up to and where they
have been but also share opinion and views on worldwide topics through their phone/device.

Contents
Color scheme
The color scheme throughout the whole the whole of Snapchat is white and yellow much like the logo.The color scheme
throughout the whole the whole of Snapchat. This is a simple yet professional color scheme that is easy for users to
remember and is what Snapchat use to advertise their company. They use the yellow and white in their logo and just use a
single image of a ghost so people know what it is. The house style of the app is consistent throughout, however the recent
addition is the snapchat stories that allows users to put up 24 hour video’s and images of the lives.
The home page of Snapchat is the camera facing forwards. This is so that people can quickly open the app and take a photo
or video almost straight away from their device. This is a instant images site that allows users to use the app to take and
edit the images instantly.

Allows people to add friends and celebrities. Allows people to choose who can view their stories. Other features include
putting up 24 hour stories that people can only view for one day, similar to Instgram and Facebook and these can also be
viewed across these other social media apps.

Deconstruction
of App Search: Search bar to see friends stories
and search users you want to follow and
those you already follow.
Camera: click on this button to take you
to the main page which is the camera.
You can take photos and videos and
send them to your friends or put them
on your story, you can also edit your
images with filters and lighting.
News: these thumbnails and the
worlds sign gives you an option to
view little clips of the news and what
celebrity's are doing in the past few
hours
Stories: when you click on the names
shown it shows the Snapchat stories
that your contacts have uploaded and
they will be there for 24 hours.
Chat icon: this icon takes the user
to their conversations to see who
has messaged them or sent a snap
My story: this is the story that the
user has uploaded. They can see who
viewed the story and they can re
watch it as many times as they want

Target audience
The target users for Snapchat is the younger generation, however this does not stop older people
using the social media platform to advertise business’ or even just have it as a way of communicating
with long distance relatives/friends. Instagram users generally fall between group C1 and E on the
socio economic needs table, covers students to working class members of society. Conveying that
most users are around 17-34.
Membership
To sign up to Snapchat all you need to do is answer some security questions and verify your email and
phone number so they know you are who you say you are. After this you need to have a user name
that isn't taken. This can be your name or a nick name that people know you by.

Hartley
AGE : The target audience for snapchat is generally focused on 14 – 24 year Old's, being of the age most likely to use social media platforms being of the
technological age. It allows them to follow ‘trends’ and keep it contact with friends/’followers’. Generally audience attending school, universities and
colleges, are focused on the social aspect of life and therefore are attracted to the app to be able to update their knowledge, see what their fellows are up to
and letting others be up to date with their everyday lives and thoughts.
GENDER: The gender of snapchat is gender neutral, as it is a simple sharing app. It promotes social interaction between the sex’s in a controlled manner and
encourages inclusion with all. Gender specific media isn't popular in the 21st century anymore therefore it creates a ‘open’ environment for all.
CLASS: Snapchat is a social media app therefore it is aimed at middle – working class and young adults possibly still in education. This is due to the age
groups being interested in the ‘trends’ and what is most ‘popular’ right now. This app allows them to share this media between them and communicate with
each other, allowing them to express their personal opinion and follow those who inspire them.
Katz
Personal Identification The user of the app can identify with the personal lives of the other users across the world. They can identify with the app as they are
portraying their own lives through it
Personal Relationship The user will be using this app to portray themselves to others, therefore they will directly personally relate to the content they are
uploading and encourages others to relate to them too.
Inform and Educate The user will also use the app as a way of being informed and educated of the most up to date news and trends and information
through other’s profiles, therefore gaining wider breadth of knowledge.
Diversion The user will use the app to become lost in the virtual world and escape their reality as they can almost become a character of themselves to
display to the world.

Sources of revenue
https://www.crunchbase.com/organization/snapchat
Snapchat's main source of revenue from
advertising. As the app is free for anyone to use
there is a lot of people using it because it is easy
to talk on for free all you need is data
connection/wifi. Companies know that a lot of
people use Snapchat so they pay Snapchat to
display their advertisements in-between
Snapchat stories when people are looking
through it.

Data protection act 1988
The The Data Protection Act controls how your personal information is
used by organisations, businesses or the government. Everyone
responsible for using data has to follow strict rules called ‘data protection
principles’.
https://www.gov.uk/data-protection/the-data-protection-act
All social media platform have to conform to the rules of the date
protection act as the same as any media. The personal information
provided on the user’s profile has to be secured otherwise it will be seen as
an act of fraud. This was a problem for Facebook when they were seen to
sell user’s information to a company who manipulated user’s profiles to
persuade them in the election.

ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply advertising codes which are written by the committees
of advertising practice.
All social media platforms have to abide by the rules set of in ASA for advertising, this includes frequency, content and cost.
Copyright
The social media platform copyright their logo’s and design layouts to secure it is not repeated or stolen by competitors.
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the copyright statutory licenses and determine the
distribution of licence royalties
If the social media logo is used on any other product, the social media company gain revenue from use of their company, therefore royalities will be paid to
the social media company as outlined in the CRB.
Representation
Offensive material
to make sure that there is no offensive language or images that will offend certain members of the audience
All social media have to make sure that there is no offensive material that will offend different genders, races and religion. This means that the platform is not
condoning any of that behaviour towards specific people.

Social Media Advertising
/ Marketing
Advertising – these are different types of adverting on a social media app.
Pay – Per – Click advertising
These are both adapted to suit the needs of the products company who wish to pay per advertisement when suits and needs them
Sponsored advertising
This is the original form of advertising, this is less popular now as users can skip the adverts in the toolbars, deeming them irrelevant. This
method is now the least successful, however the higher frequency of views the more important it becomes.
Personal Recommendation
This is the most common and is known as ‘word of mouth’, the companies trust customers to give opinions and post about their product.
This is almost like a referral, as customers are the ones advertising the product.
Viral Marketing
Social media platforms are the start of viral marketing, they allow companies to use all the above advertising ways to promote their
product. The social media app allows the users to promote the products and with word of mouth it allows it to spread ‘virally’ through the
platform.

Social Effects
Positives Convergence Negatives
Instagram Enables people to start up
businesses and personal accounts
to get a large amount of
following.
Instagram can be used on
multiple different devices such as
laptops, phones and tablets
If the account of the user is not private,
anyone can view it. This means that
younger people can be vulnerable to older
child predators. also photo social medias
can be a target for cyber bullying which
affects people in a negative way especially
teenagers at school.
Facebook Allows people to be easily
connected with family members
and friends. Can view a variety of
different images and videos and
enables the user to share them
so all of their friends can see.
Facebook has recently added in
new privacy settings which
enable the user to control who
can view their profile and
message them
Anyone can view a users profile picture
even though they might have their
account on private. Also anyone can
request to send messages to people so it
makes younger people more vulnerable.
Snapchat Easy to talk to friends on. Can
take photos and videos to send to
contacts and enables the user to
post their snaps for people to see
for 24 hours
The user can upload live stories
so people can see what the user
is doing and where they are
People can fake names and send revealing
photos to younger children. Also the new
implication of ‘snap maps’ enables people
to see their contacts exact location which
can be dangerous for people especially if
they don’t know their location is being
shared.

Mind Map of Initial
Ideas
Color scheme
convergence
Name
ideas
Who will the product
compete with
Slogan ideas
Features within
the product
Target audience
Homepage
features
Facebookinstagram
snapchat
twitter
Red/b
lack Blue/
black
Blue/
White
Red/
white
Quick
chat
snapit
Link
Up
Chatty
Find new friends
in a snap
Open up
a whole
new
world
New
friends
at a
finger
tip
Video
Images
Call
Chat
All ages above
the age of 15
App
Website
User
stories
Accounts
Quick
add

Feedback from Peers
The majority of the people that filled out my survey was under the age range of 16-19 which is the people in
my year group that I sent it to. The person in the age range of 20-24 was one of the teachers that I sent the
survey to.

The majority of the people that filled out the survey was 71% male and 25% female. This means my
app needs to be gender neutral to appeal to a wider audience. The colour scheme needs to not
represent one or the other gender therefore using primary colours blue and red will ensure this.

When I asked what social media platforms the people use is the majority of them said that they used snap
chat more which was 75% of them and the other 25% of them said that they use instagram more.

When I asked people what is their favorite and why a larger amount of people said they prefer Snap chat
because of user interactivity and the ease of use. One of the people said that they preferred Instagram
because it is easy for them to use when it comes to their hobbies

I asked the people what they would change about their favorite social media and a lot of them said that they
wouldn’t change anything about it because they are already satisfied with it. One person said that they want the
search engine to filter what type of people pops up in their search bar and on their news feed.

Facebook is one of the most commonly used social medias so I asked them how often they use it on a daily
basis… 75% said they use it for under 30 mins and the other 25% said they use it for 1-2 hours a day.

Purpose
The purpose for this idea is that the users can instant message one another on private message or in a group, this
makes it easy for the users to meet friends of friends in group chats and therefore meet new people safely
Target audience
The target audience will be a bit higher than the age range on the previous idea because it opens up the user to a
wider range of people which can be dangerous for younger people so the age range for it is 18-25
Home page features
On the home page it will consist of the users profile and various different options like chatting to new people
or setting up group chats with friends
Slogan
The slogan is ‘introducing a new way to chat’ means that the app is a new way of talking to people and making new
friends
Idea for Quick Add
Layout
The layout of the app will be similar to my inspiration which is snapchat. It will open up on the camera so people
can quickly open it up and take an instant photo or video and send it to who they want

Purpose
To be able to find new friends and interact with them safely. The app enables the user to send photos of what they are
doing or videos or if they want to they can just message them or call them
Layout
The layout of the app will be similar to my inspiration which is snapchat. It will open up on the camera so people can
quickly open it up and take an instant photo or video and send it to who they want
Target audience
The target audience for the product is the younger generation much like the ones who use the other social medias like
snapchat or Instagram. This age range is in the area of 14-21
Home page features
The home page features will have things like a add friends button and other things like sharing your account with your
friends on other social medias. It will enable the user to reach out to mutual friends and relatives
Slogan
The slogan which is ‘chat faster then ever’ insinuates that the users are able to quickly send messages easily to see what
they are doing. It gives them an easier lifestyle so they can carry on doing what they are doing in real life
Idea for Fast Chat

Purpose
The purpose of the app is to be a social media that enables people to commutate
with new and existing friends. The simple layout of the app will allow the user to
easily message, send videos/pictures and even video call people on their contact
list.
The app will also be able to be used as finding new friends and letting people know
what they are up to by posting on their personal blog for their followers and
friends to see.
The purpose is to priorities making contact across the world easier in different
forms like video and message. Furthermore it will is aimed to pull people and
groups close together, this is by implicating group chats and video chats so people
can see what all their friends are up to at the same time

Colour Scheme and Logo
The color of the main product is going to be blue and white. This is because the two colors contrast
well together and look professional on a social media platform. The logo will consist of the first 2
letters of the name. I took this from the analysis of the social media apps instagram, Facebook and
snapchat how all use simple logo’s with either a shape or a icon to promote their products. This
also allows other products easy access to use the logo on their products as it is small and catchy
QC
FC

Target Audience Katz
According to Katz, the app will ‘inform and educate’ the user. This is through using
interesting language and images in order to attract the user into using the app. For
example the use of well known celebrities attracts more people that are interested in
the specific celebrity. Furthermore, if the app has well known people using it, people
will be more intrigued into downloading the app. this is how the app is able to inform
and educate the user. The use of interesting images creates a diversion for the user
because it is enabling them to use an app and escape reality for the duration of using it.
The app will also create ‘Diversion’ for the audience to escape their reality and
pressure’s of everyday life. This entices the audience in to use the app on a daily basis.
The app also allows the audience to ‘Personally identify’ and ‘Personally relate’ to the
others users therefore promoting communication and community. This allows the
user’s to interact and expand their social circle’s. It also allows the user’s to gain
inspiration and relate to celebrities they may never meet.

Target Audience – Hartley
Hartley's theory highlights that the App should consider Age, gender, class, ethnicity, self-image,
nation and family. It should be sure that the app being released is age appropriate younger people
who will use it , this means no sign of gore or sexual images. It is also very important that they
consider different races before releasing the app because some content used might offend certain
people because of their race or ethnicity. Another thing that it says is gender and self image. These
are really important because there might be contexts that could make people feel they are lower
than other people because they are a male or female. Also people might look at their self
differently after looking at a model in an image.
Age : 14 -21
Gender : Male and Female
Class : B,C1,C2,D,E – Middle to working class
Ethnicity : All
Self Image : All
Nation : Worldwide
Family : All

Photoshop Drafts
The Photoshop draft for Fast chat is a simple yet affective design. It has
the logo which is ‘fc’ and then it has ‘fast chat’ written next to it in a
visually appealing font style. At the top of the home screen there is a
search bar so that the user can search for a user they want to add. Also
there is a button to go on the users profile, there is a tab bar to show
who is online and there is also a suggestion column to help the user to
find new and existing friends. In the middle of the app there is the
existing chat. This shows what chats have taken place recently
between the user and other users. It also has the notifications for new
chats where people have messaged the user and they haven’t opened
it yet.
The Photoshop draft for Quick Chat is exactly the same except from the
colour scheme. The colour of the background is blue faded into white
and it has the ‘Qc’ followed by the ‘Quick Chat’ in the visually appealing
font style.

How the product meets the needs of the
target audience and synergy with similar apps
The app will be linked to big social media platforms like Facebook and
Instagram. This is so that people are able to link their accounts with
other social medias in order to keep the same password and
usernames.
In addition this meets the needs of the target audience because the
target audience for my app is roughly in the same reason as the other
social medias. This therefore means that they can link their accounts
and get the same friends they have on the other social medias.
Another positive point about synergy with other apps is so the user
can share what they are doing on one app onto another similar app to
get a higher viewing and promote their account to a wider range of
viewers.

About the product
Purpose
The purpose of the product is to provide the youth of today an easy way of making new friends and/or
communicating with existing ones. The purpose is to make it easy for them to make text, call and video chat with
friends easily
Content
The content of the product will have things like an option to search for new people by area or by name. it will also
have the option to talk to their existing contacts in the way they would like. Furthermore it will have the option for
the user to edit their profile and share their account name on different social media platforms
Unique selling points
A lot of the social medias out today only have one or two ways that the client can talk to their contacts. This social
media has an easy way for the client to communicate in 3 different ways which can make it easier for them to
communicate with friends/family
This platform also has an easy way of adding people in the local area that they will know.

Katz
According to Katz, the app will ‘inform and educate’ the user. This is through using interesting language and images in
order to attract the user into using the app. For example the use of well known celebrities attracts more people that are
interested in the specific celebrity. Furthermore if the app has well known people using it, people will be more intrigued
into downloading the app. this is how the app is able to inform and educate the user. The use of interesting images creates
a diversion for the user because it is enabling them to use an app and escape reality for the duration of using it.
Hartley
Hartley's theory highlights that the App should consider Age, gender, class, ethnicity, self-image, nation and family. It
should be sure that the app being released is age appropriate younger people who will use it , this means no sign of gore or
sexual images. It is also very important that they consider different races before releasing the app because some content
used might offend certain people because of their race or ethnicity. Another thing that it says is gender and self image.
These are really important because there might be contexts that could make people feel they are lower than other people
because they are a male or female. Also people might look at their self differently after looking at a model in an image
The target audience for my app is 16-24. the reason being for this is because it is the average age that people use the
popular social medias like Instagram and snapchat. The reason why the age range starts at 16 is so that people are mature
enough to block users if they feel uncomfortable. This lessens the chance of child predators to be able to use the app to
stalk underage people. Older people will be able to understand and navigate their way around the app and will be able to
use it will ease.

Content
Login
The login must ask the
user..
•Their full name
•Age
•Gender
•Country/region
•Proof of identity
This is to make it as safe
for the user as possible
and eliminates the
chances of underage
people getting on.
Profile
The profile will have…
•Profile picture
•Full name/username
•Biography
•Contact details
This gives other users a
rough description of
who the user is and then
they can choose to add
them or accept an add
request
Homepage
The home page will consist of…
•Users profile and option to edit
•Existing contacts
•Recommended contacts that the
user might know
•Existing chats with notifications
•Add requests
•Search bar for different users
This gives the user an easy to
navigate platform so they can find
what they want all on the home
page

Production Plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Decided on the
name of the App
and the main
colour scheme
Choose a layout
for the app and
start coming up
with ideas to
make the app as
interactive as
possible
Create the logo
using the colour
scheme chosen for
the final product
Start work on
constructing
the main layout
of each pages
and make it
look
professional
Finish off
creating the
pages by adding
in the colours
and the images.
Test run the app
to make sure
that all of the
pages and the
features work as
they should do.
Make sure that
all of the pages
and buttons are
linked correctly.
Release date: do
a final update to
make sure that
the app is
running on the
latest software
for apple and
android phones.

Expected Revenue and Release dates
The release dates for the app will be July 1st
. The reason being for this is because it is a Sunday so it is on a weakened.
Also the main reason why I will be releasing it then is because all schools in the UK would have broken up for summer.
This gives the younger range of the target audience to be able to use it and build up their profile when they are on
their break. This gives them a lot of free time to get used to using the app.
Expected revenue
The use of advertisements within the app will be my main source of revenue. However a monthly subscription fee will
be implicated for when businesses use the platform as it is a way of advertising their company. The prices of the
advertisements will vary from profile to a single pop up between £1,000 to £20,000 a month. This revenue will allow
the company to pay employees to work on the development and further creation of the app. The advertisements will
be aimed at the target market and will include genres of sports, fashion, food and beverages.

ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply advertising codes which are written by the
committees of advertising practice
I will refer to ASA when companies wish to advertise on my app to make sure it is legal format and content and that the prices I provide are fair.
Copyright
My app will be copyrighted as well as the logo to ensure no one uses my ideas and that royalties are paid when other companies use my logo.
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the copyright statutory licenses and determine
the distribution of licence royalties
Representation
I have to make sure for my social media app it is inclusion of everyone and that no specific person is undermined or left out, by creating it gender neutral
with no reference to class, gender or ethnicity this should make sure this happens.
Offensive material
To make sure that there is no offensive language or images that will offend certain members of the audience
I have made sure that there is no offensive material that will offend different genders, races and religion. This means that the poster is not condoning any
of that behaviour towards specific people.

Guideline and conditions
The web standards project
In terms of guidelines and conditions, I will use WASP, as they fight for the
standards that help to reduce the complexity of developments and
increasing the accessibility of any site published on the web. They work
with other browser companies, authoring tool makers, and peers, in order
to deliver the correct standards, and the right standards that people would
expect.
The world wide web consortium
In addition I would use the W3C as they work together in order to develop
web standards for websites and other relevant things.
Terms and conditions
For the terms and conditions of the app I would go through the necessary
ones also the secondary ones which will imply more conditions of use,
because of this, when you look at the terms and conditions of existing apps
you would see that they go through the standard rules of the apps and
also the rules that the users have to follow if they do end up signing up for
the app.
Instagram and Snapchat terms and conditions
https://www.s
nap.com/en-
GB/terms/
https://help.i
nstagram.co
m/47874555
8852511

Website – flow of
pages
HOME
Profile
settings
Sign up
New Profile
Sign up
Home page
About
Legal and
ethical
Policy
Terms and
conditions
Royalties
Copyright
Website
conditions
Help/contact

Website functionality privacy terms and
conditions
The app will function as a social media platform that enables people to commutate
with new and existing friends. The simple layout of the app will allow the user to
easily message, send videos/pictures and even video call people on their contact
list. I expect it to make communication with relatives and friends easy and simple
to use for the target audience of 16-24.
Connectivity and sharing
The app will be connected to other mainstream social medias and apps, this will
make it easier for the users to link their accounts with other social medias and
connect with the same friends that they have on the other platforms. The app will
have an option to share on other social medias to increase the users views on
images or even just to find new friends or connect with old ones.

Connection with other apps
The app will be linked to big social media platforms like Facebook and Instagram. This is
so that people are able to link their accounts with other social medias in order to keep
the same password and usernames.
In addition this meets the needs of the target audience because the target audience for
my app is roughly in the same reason as the other social medias. This therefore means
that they can link their accounts and get the same friends they have on the other social
medias.
another positive point about synergy with other apps is so the user can share what they
are doing on one app onto another similar app to get a higher viewing and promote their
account to a wider range of viewers.

What the product means and why people
use it
The purpose of the app is to be a social media that enables people to
commutate with new and existing friends. The simple layout of the app will
allow the user to easily message, send videos/pictures and even video call
people on their contact list. The app will also be able to be used as finding
new friends and letting people know what they are up to by posting on
their personal blog for their followers and friends to see.
People should download the app because it has the same features as
Snapchat and Instagram put together. It makes it easy for people to
communicate with their friends and family in multiple different ways and
see what they are up to by clicking on their profile.

Summary of pages
Overall both ideas designs are very similar in the way that they operate and how they
look. I have simply just changed the logo displayed on the pages and changed the name
and the colors around, this means that the rest of the pages remain the exact same. This
way it has enabled me to make an app that is relevant to what the name of it is and it
meets the expectations of the selected target audience.
The home page has a simple yet professional design which enables the user to see their
recent conversations with their friends. It shows the user who is online and suggested
contacts that the user may know and want to add. Furthermore there is a search engine
at the top to search for new contacts that the user wants to add. The home page also
consists of navigation buttons to aid the user when they are looking to do something on
the website like change their profile.
The sign up page has a simple design that is easy to navigate through. It has the same
color scheme and design as the home page and it has the name and logo of the app in
the top left corner to maintain the product placement.

Guideline and Conditions
The web standards project
In terms of guidelines and conditions, I will use WASP, as they fight for the
standards that help to reduce the complexity of developments and increasing
the accessibility of any site published on the web. They work with other browser
companies, authoring tool makers, and peers, in order to deliver the correct
standards, and the right standards that people would expect.
The world wide web consortium
In addition I would use the W3C as they work together in order to develop web
standards for websites and other relevant things.
Terms and conditions
For the terms and conditions of the app I would go through the necessary ones
also the secondary ones which will imply more conditions of use, because of
this, when you look at the terms and conditions of existing apps you would see
that they go through the standard rules of the apps and also the rules that the
users have to follow if they do end up signing up for the app.
Instagram and Snapchat terms and conditions
https://www.s
nap.com/en-
GB/terms/
https://help.i
nstagram.co
m/47874555
8852511

ASA
The advertising standards authority is the Uk’s independent advertising across all media. They apply advertising codes which are written by the committees of advertising practice
I will refer to ASA when companies wish to advertise on my app to make sure it is legal format and content and that the prices I provide are fair.
Copyright
My app will be copyrighted as well as the logo to ensure no one uses my ideas and that royalties are paid when other companies use my logo.
Royalties
Copyright royalty (CRB) is the US’ system of 3 copyright royalty judges who decide the rates and terms of the copyright statutory licenses and determine the distribution of licence
royalties
Representation
I have to make sure for my social media app it is inclusion of everyone and that no specific person is undermined or left out, by creating it gender neutral with no reference to class,
gender or ethnicity this should make sure this happens.
Offensive material
To make sure that there is no offensive language or images that will offend certain members of the audience
I have made sure that there is no offensive material that will offend different genders, races and religion. This means that the poster is not condoning any of that behaviour towards
specific people.
The Web Standards Project was a group of professional web developers dedicated to encourage the use of the
web standards recommended by the World Wide Web Consortium, along with other groups and standards
bodies.

Conclusion
In the this L0 I have shown the sign up pages that I created for each
idea on Photoshop, I have also showed the the home pages that I
created. I underlined the apps connections with other apps and
highlighted the main purpose for the product and why the target
audience will want to use it. The guidelines and conditions have been
spoken about and I have also talked about the legal and ethical
problems the app will have to consider as well as WASP web standard. I
have created a Home page and a sign up page for two social media
app’s Fast Chat and Quick Chat.

OCR – Level 3 Cambridge Introductory Diploma in Media Unit 35: Social Media Products Overview

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OCR – Level 3 Cambridge Introductory Diploma in Media Unit 35: Social Media Products Overview