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See The Dark Assistant In Soft Text, A False Promotion Routine

2020/9/26 9:12:00 0

Quotations From Chairman Mao Zedong

False promoters are becoming worried. On the morning of September 23, a "woodpecker" program's start-up notice was quickly spread to all talent and relevant wechat groups.

"Xiaohongshu is really playing this time."

This sentence has become a secret language in the group, and worries and anxieties are spreading. Some people call this plan the strictest community governance action in the history of xiaohongshu. In fact, as early as July, the black ash producers who have been entangled with the little red book noticed that the news that "the little red book is going to be tough" has been circulated in private. Those who have been pursuing "policies from the top and countermeasures from the bottom" have not been free and easy to grasp the overall situation in the past.

Agger, who has been a small red book blogger for five years, dropped three brand promotion cooperation that he had previously made a private appointment with this week. Even in the face of previous cooperation with large customers, Agger also unified reply: "according to the rules of the platform, do not accept private orders." Agger knows that if he doesn't obey the rules, the account that he has been working hard for many years may be "Thunderbolt".

Unprecedented attack

Among the talent groups of xiaohongshu, there are often various demands waiting for orders. Many people regard the wechat group as a "trading platform". Ah Wei has been doing private "matchmaking" business. There are dozens of such groups in his wechat, and the upper limit of 5000 wechat friends has already broken through. When dealing with familiar talent, there is no need for a contract. One party submits the demand and the other side issues notes. Most of the demands are in the form of bookkeeping. Ah Wei then transfers money directly to the cooperative individuals through Alipay or wechat.

"In fact, I have been aware that since March and April, the original wild road is a little blocked." After seeing the specific notice, Ah Wei began to figure out the way out, and the people who received the orders began to refund the orders one after another. He had to return the predetermined cooperation to the delivery party, "why don't you do a regular (Cooperation Organization) earlier?" Wei is a little upset.

The "woodpecker" plan, which makes AGG and Ah Wei feel deeply pressure, is the "net" planted by a capable team of xiaohongshu, which severely crackdown on the false promotion behavior in the station.

Horseshoe Business Review got the most stringent governance notice in the history and interpreted it from six aspects

Full coverage: check all published notes of the whole station, including historical stock notes and future added notes;

The goal is clear: crack down on false promotion notes in the community, aiming at all kinds of false marketing content;

Severe punishment: all notes suspected of false promotion will be cut off and deleted. For publishers who have repeatedly warned but still do not change their accounts, their account number will be reduced, and those who are serious will be blocked;

Double audit: a special team including anti cheating, recommendation model, audio and video processing, content understanding and other teams has been established. In the future, through the identification and analysis of abnormal exposure, content characteristics, author behavior and user feedback, the dual audit of "multi-dimensional algorithm model + manual audit" will be used;

Long term implementation: no specific quantity and time target has been set for special governance, which will be implemented as a long-term project;

No matter the role: star, KOL, Koc and plain account are within the scope of governance, and the same policy is applicable.

"False promotion" has always been the target of xiaohongshu. As the platform of the first camp of "planting grass", xiaohongshu is a content marketing channel that many brands attach great importance to. It has become a common method for many brands to cooperate with a large number of stars, celebrities and ordinary people when new products come into the market.

False promotion is also waiting for opportunity. In order to find a shortcut, some brands or agencies will find people who are not qualified to cooperate to publish false content, or bypass the platform reporting rules to collude with bloggers for "private orders". This kind of notes also often use "brush volume" and other means of gray black production to improve the exposure of notes, in order to interfere with the consumption decisions of users. "This view is advertising", "the soft text is softer than the brand POSTER" The criticism of such notes in the user comment area has made the little red book, which has never stopped governing the community ecology, to make up its mind to stop the false promotion.

From the ground to the ground

"False promotion notes can not guarantee the authenticity of information, seriously affect the user experience of the community, interfere with user judgment, and also affect the business ecology of brand cooperation, so we must take the most severe measures to crack down." Small Red Book Ecological director Yin Shi said to horseshoe business review.

"Never relax", xiaohongshu describes the blow to the false promotion industry chain. Before that, xiaohongshu has been fighting against the gray black industry, an important link in the industrial chain.

According to the data, in the first quarter of this year, the number of suspected brush notes handled by xiaohongshu was 520000, and more than 140 million illegal transactions were intercepted and cleaned up. In the second quarter, xiaohongshu launched a special ecological governance program to crack down on malicious marketing and illegal content in the comment area. The number of comment advertisements reported decreased by 44% month on month.

The purpose of strategy upgrading and technology adding is to provide users, creators and brands with a more real and healthy ecology. On the basis of these normal governance results, the platform once again chooses to stand firm with users, and directly attacks the false notes.

As for commercial promotion, xiaohongshu has previously specified that:

All promotion activities must be reported to the platform, and the brand cooperation mark shall be brought with the release

The proportion of notes related to business cooperation of platform creators in the total number of notes should be controlled within a certain range

In order to fundamentally eliminate false promotion, users who have not opened brand cooperation authority do not have the right to release business promotion notes in principle.

It is important to pay attention to the content of user experience and ecological management. It can also be said that there are no loopholes for false promotion, reduce the intermediate chain and uncertainty of cooperation between the platform and creators, ensure ecological balance, and stimulate the growth of high-quality creators, which is the real goal of the "woodpecker" plan.

However, this does not mean that the platform does not support cooperation between brands and creators. On July 22, xiaohongshu issued a series of supporting policies at the will future brand conference for merchants. The support plan mainly includes three parts: the core of the first policy is to reduce fees; the second is to provide 10 billion traffic support for brands, anchors and live broadcast businesses; the third is to focus on the connection between brands and Koc.

At present, 30 million Kocs have published more than 300 million notes, and Koc is also regarded as a connector between brands and consumers. B-end brand should release brand information through Koc, form interaction with C-end fans, accumulate users to plant grass, help the brand gain more voice, and finally reach more C-end fans, forming sales transformation and accumulating brand value.

In the eyes of those who are used to drilling holes in the wild, the special governance of the platform is undoubtedly a bayonet to them. When the underground balance of survival is broken, everyone's new focus will return to the creation of high-quality content.

Certainty of platform ecology

Coincidentally, the choice of little red book is the common direction of content or community platform. In March this year, the national Internet Information Office issued the regulations on Ecological Governance of network information content, which requires the platform to establish and improve the mechanism of artificial intervention and user independent selection of algorithm recommendation, advertising management system, platform Convention and user agreement system.

The ecological governance work of microblog, wechat, Douyin and other content or community platforms has given black ash producers a heavy blow. In March this year, wechat platform announced to carry out a 100 day special action of "Qingfeng plan" content ecological governance, aiming at the ecological governance of various links of wechat. In May, the microblog launched a two-month campaign against malicious marketing accounts, targeting four types of marketing content, including war, illegal interview, rumors and vulgar.

"In the long run, it's multi win." A founder of xiaohongshu, who does not want to be named, believes that xiaohongshu's appeal for ecological health is also our demand. The platform, brand, creator and players are the community of interests. Only when the platform is better can all parties benefit.

But he believes the storm will continue in the short term. "How to do it, how to maintain Koc's publishing momentum, how to improve the data of business notes, whether there is still a chance for new brands with limited budget to become popular, or there are many problems to be solved together." The founders have been thinking about new opportunities for the platform.

The founder of another marketing organization also affirmed that the "woodpecker" plan would improve the platform ecology. He was more concerned about the implementation of the plan and the details of the policies. The platform should avoid a one size fits all approach to the content. "One size fits all will hit the enthusiasm of talent and cause the loss of content. In fact, none of the brands that keep cooperating with us mind reporting to the official. What the brand owners care about most is the authenticity and quality of the results and data. If the official channels can meet the requirements, however. "

For xiaohongshu, the primary purpose of this is to ensure the user experience, and indirectly can also increase the certainty of brand placement. In the unofficial channels of underwater ups and downs for a long time, the real data of the price, content, and investment of celebrities There is a huge number of single red books exposed every month, and how to provide a reliable platform for the users to take notes once a month.

Horseshoe Business Review learned that in late September, xiaohongshu will provide high-quality content incentives for MCN institutions, including flow support, official operation support, high-quality content reward and on-site resources.

"The interest distribution mechanism is always the key of the key. How to find a real balance between people, content, brand and platform, how to find a real balance point between various stakeholders, and how to make a solid ecology while fighting hard at xiaohongshu may be a long-term topic." A founder of a retail business who is optimistic about community content and private traffic commented.



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