Abstract: Technology is directed to a social networking application for sharing secrets anonymously. A user can share content (“secret”) with other users of the social networking application anonymously. The other users may not know who posted the secret. A secret can include multimedia content, e.g., text or an image. Users can “love”/“heart” and/or comment on a secret. The social networking application assigns an unique avatar to each of the users who comment on a secret. In some embodiments, the avatars are assigned on random basis. An author of the secret is assigned a specific avatar. In some embodiments, authors of any of the secrets are assigned the same specific avatar. Each of the comments is displayed with an avatar assigned to the user who posted the corresponding comment. The avatars can also be assigned based on a theme, occasion, etc.