FaceApp is an application based on neural networks, with the help of which you can change the gender, age, appearance of a photo. The program was created by the Russian developer Jaroslav Goncharov from St. Petersburg. Former employee of Yandex and CEO of the company Wireless Lab, registered in Skolkovo. For a few weeks it has been in the world’s top downloads and has become truly viral.
Mentions: where, who and what spoke
For the period from June 18 to July 18, 2019, using the YouScan system, we found 833,585 app references.
The total number of likes, reposts and comments amounted to more than 29,140,983, that is, the growth of brand mentioning was 1189595%.
Most of the references in English are more than 450,000, in Russian – more than 70,000. Most often, twitter.com (57%) and instagram.com (21%) write about the application most often. And the third place in popularity was taken by the facebook site (10%)
The most “negative” sites were OK.ru and twitter. The most “positive” – instagram. By the way, on Instagram you can find about 180,000 publications on the #faceappchallenge tag .
Most often the application is mentioned in a neutral manner. Neutral mentions make up 57% of all mentions.
If you look at the dynamics of the distribution of tonality, you can see that the negative mentions had the strongest leap. A month ago, negative comments were only 2% instead of the current 31%.
Geography of references:
The leader in discussing the application – the United States, more than 130,000 references. In second place, it is expected, Russia and 2 times less (almost 57,000) mentions. For Russia go Brazil, Ukraine and the UK.
Socio-demographic portrait of the authors:
Most often, the application was discussed by men – more than 214,000 mentions versus 97,000 mentions from women. As for age, the most active were 25 – 34 year old users.
Here are some top discussions around the app:
- The US senator considered the Russian application FaceApp a threat to US national security. The corresponding message Chuck Schumer posted on his twitter with the mention of the FBI and a request to draw attention to the fact that millions of American citizens provide the program with irrevocable access to their personal data and photos. However, TechCrunch refuted this information. The resource site also has a statement by the developers of the application that most of the photos are deleted from the company’s servers within 48 hours from the date of download.
- Russian socialite Olga Buzova criticized the “aged” selfies. According to Buzova, she was very silent for a long time, but the abundance of such pictures made her speak up. “In general, I don’t understand this stupid foolish challenge, everyone exposes himself to be old,” the singer outraged. Buzova noticed that sooner or later everyone will age, and old age should not be rushed. “We will all be there,” she told Instagram Stories.
- Pavel Volya published a photo from the application in his instagram and in the caption to the photo he turned his attention to another recent trend – comments from Russian users to the photo of Lady Gaga.
- Doctors assessed the viral flash mob in social networks in terms of the reliability of “aging”. “The application FaceApp quite correctly changes the faces of men, but with women everything turns out not so reliably,” Adeline Altyeva, a plastic surgeon, Candidate of Medical Sciences, told Moscow agency.
If men age about the same, then in women the types of this natural process are different. According to experts, FaceApp takes into account only the fine-wrinkled type, when the oval of the face does not change. But women also have a gravitational type of aging. Moreover, the program does not take into account the extra weight that may appear over the years. Also women’s efforts with cosmetologists and creams that affect the speed and model of aging.
- Nivea caught the hype wave and advertised its product. Nothing more, just high-quality situational marketing:
The gender-related transformations of FaceApp have generated particular interest from LGBT and transgender communities because of their ability to realistically model the appearance of the opposite sex.
Some users noted that the application pursues not only an entertaining, but a noble goal – to change the perception of age and personality boundaries.