When I first saw it, it seemed as if someone hastily duct-taped an ersatz Facebook news feed to the app and slapped the Picassa icon on it. But as I’ve used it, I’ve found it a surprisingly original and subversive feature. In fact, it’s everything Facebook’s news feed isn’t:
No filtering — Every one of your friends’ posts is here, with no filtering or re-ordering. If one of your friends is annoying, you can take them off the feed, but it’s an all-or-nothing deal.
More intimate — When you like or comment on a friend’s post, only they and any mutual friends can see it – not all of both parties’ friends, as on Facebook. This means that only the author of a post has an accurate idea how many people liked or commented on their post. This lowers’ users inhibitions in engaging with their friends’ posts.
No companies/news — When you follow a company or news site’s official account, they push their updates in a separate area, not on your news feed. Though a friend can re-post content from these accounts to Moments, it takes some deliberate action.
No auto-posts — Third-party apps can post to Moments, but only if the user initiates it, gets switched into WeChat, and manually confirms the post, each time.
No games — Tencent makes boatloads of money off of Zynga-style social media games. However, they’ve had the good sense to relegate this activity to a “Game Center” section of the app that can be safely ignored.
No photo filters – Though many types of content can be posted to Moments, it’s biased towards photos. Moments also actively eschews Instagram-style filters, in an attempt to make posts fast, spontaneous, and raw.
As a result of these design decisions, and the way it’s sewn into the parent app, people here are addicted to checking this feed, more than any other. To switch between messaging to checking the feed, to commenting and engaging, and back is a swift and fluid movement that people perform countless times each day.
There’s a lot more in the full article. Check it out.