https://techcrunch.com/2018/12/04/why-oath-keeps-tumblring/
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My three word Oath? I’m with stupid
It goes without saying that this piece about my employer is my work alone, doesn’t reflect management’s views, and is done under the auspices of TechCrunch’s independent editorial voice. No usage of internal information is assumed or implied.
This is a piece about TechCrunch’s parent company, formerly known as “Oath:” (okay just Oath, but who am I to flout a mandatory colon?) and now ReBranded™ as Verizon Media Group / Oath (See what they did there? They literally slashed Oath. Poetic).
Oath is essentially the creature of Frankenstein, a corporate alchemy experiment to fuse the properties of the companies formerly known as AOL and Yahoo into the larger behemoth known as Verizon. You can feel the terrible synergy emanating from the multiple firewalls it takes to get to our corporate resources.
Oath has a problem:* it needs to grow for Wall Street to be happy and for Verizon not to neuter it, but it has an incredible penchant for making product decisions that turn users off. Oath’s year over year revenues last quarter were down 6.9%, driven by extreme competition from digital ad leaders Google and Facebook.
The solution apparently? Give away page views. If that logic makes sense, well then, maybe you should fill out a job application.
The kerfuffle is over Tumblr, which is among Oath’s most important brands, in that people actually know what it is and kind of still like it. Tumblr, which Yahoo notably acquired under Marissa Mayer back in 2013, has been something of a product orphan — one of the few true software platforms left in a world filled with editorial content like TechCrunch and HuffPost (Oath sold off Flickr earlier this year to SmugMug — which also seems to be going through its own boneheaded product decision phase).
All was well and good — well, at least quiet — in the Tumblr world until Apple pulled the plug on Tumblr’s app in the App Store a few weeks ago over claims of child porn. Now let’s be absolutely clear: child porn is abhorrent, and filtering it out of online photo sharing sites is a prime directive (and legally mandated).
But Oath has decided to do something equally obnoxious: it intends to ban anything that might be considered “adult content” starting December 17th, just in time for the holidays when purity around family gatherings is key.
In Tumblr’s policy, “Adult content primarily includes photos, videos, or GIFs that show real-life human genitals or female-presenting nipples, and any content—including photos, videos, GIFs and illustrations—that depicts sex acts.” You’ll notice the written legerdemain — “primarily” doesn’t exclude the wider world of adult-oriented content that almost invariably is going to be subsumed under this policy.
Obviously, adults (and presumably teens as well) are pissed. As users are starting to see what photos are getting flagged (hint: not the ones with porn in them), that’s only making them more angry.
Oath is attempting to compress the content moderation engineering and testing of Facebook down to a span of a few weeks. And Facebook hasn’t even figured this one out yet, which is why people are still being murdered across the world from viral messages and memes it hosts that incite ethnic hatred and genocide.
I get the pressure from Apple. I get the safety of saying “just ban all the images” à la Renaissance pope. I get the business decision of trying to maintain Tumblr’s clean image. These points are all reasonable, but they all are just useless without Tumblr’s core and long-time users.
What flummoxes me from a product perspective is that it’s not as if banning all adult content is the singular solution to the problem. There is an entire spectrum of product, policy, legal, and product cultural ingredients that could be drawn upon. There could be more age verification, better separation of “safe for children” and “meant for adults content,” and more focus on messaging to users that moderation was meant to help the product and focus audiences rather than to puritanically filter.
Or you can just kill the photos, the somehow still loyal core user base, a safe space for expression via nudity and sexuality and, well, traffic along with it. And then you look at -6.9% growth and think: huh, I wonder if there is a connection….
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