The exams for little red book bloggers are coming!
Just this week, the Little Red Book Dandelion platform officially launched the blogger credit rating, and the blogger's account is graded.
Xiaohongshu has recently been frequently moved, and not long ago proposed to cut off the external links in the notes with goods, launch the "number store integration" policy, and the new list has also been followed up.
It is worth noting that the Xiaohongshu report notes have also undergone an important revision, under the natural traffic, the logo of the brand cooperation note details page has become the "brand name" logo displayed in the lower left corner, which will disappear after 5 seconds; under the advertising traffic, the brand cooperation note details page does not display the cooperation logo.
Source: Mr. Elk Sky public number
What does the launch of the dandelion credit rating mean this time, and since it is graded, how is it divided? Around the concerns of institutions and bloggers, we also interviewed the Official of Little Red Book.
Little Red Book should grade bloggers,
The higher the level, the higher the business equity
To understand what a dandelion credit rating is, you first need to know what a dandelion platform is.
Little Red Book Dandelion is a high-quality creator business cooperation service platform, providing corresponding advertising cooperation and transaction services for bloggers, institutions and brands.
The dandelion credit rating is based on the calculation of the scores of the five major indicators of the blogger's notes, including content health, business health, business service power, marketing cost performance and fan influence (excluding the performance of the goods).
In other words, the credit rating is the commercial credit rating, which mainly looks at two dimensions, one is the content quality, and the other is the performance of the business data, in order to evaluate the comprehensive performance of the account.
There are currently five levels: Lv0 (yellow card warning), Lv1 (still needing effort), Lv2 (mainstay), Lv3 (gold weed), Lv3+ (human lawn mower), the higher the level, the more business rights the blogger enjoys.
Currently, brands/agents can view the credit rating of bloggers through dandelion platform blogger list pages or blogger personal details pages, etc.
Source: Xiaohongshu business dynamics public account
Bloggers can view the benefits corresponding to specific levels in the background:
Lv0: All benefits are not available, there is no permission to take orders, and it is listed as a yellow card warning. In other words, accounts of this level may have swipes or other violations.
Lv1: Level 1 only has the right to take orders, there will be no official recommendation, and it is told that there is still work to be done.
Lv2: Level 2 is called the mainstay, can take orders, and also has an official priority recommendation.
Lv3: Level 3 is known as the Gold Medal Weed Grower, and on the basis of official recommendations and endorsements, the number of business notes is liberalized, and it is no longer limited by the 20% commercial ratio.
Lv3+: Credit rating 3 plus, known as the human lawn planter, can be said to be the quality blogger of The Little Red Book, on the basis of level 3 is included in the official key operation, has the priority to join the official community, experience the new features of the product.
In addition, bloggers can also make targeted adjustments based on the upgrade recommendations on the credit rating page.
According to reports, the dandelion credit rating will be updated on the 1st of each month, and bloggers can check the credit rating of the next month in advance on the 25th of each month. If the blogger disagrees with the dandelion credit rating result, the blogger can also log on to the dandelion platform to appeal.
Dandelion credit score on the line,
What impact will it have on bloggers and institutions?
Xiaohongshu officially said, "The online credit rating on the platform is to maintain a good market order and establish a benign brand cooperation trading environment." ”
In short, the credit rating is the platform's score of the blogger, the purpose is to be responsible for the user, the brand, and the blogger. The emergence of credit ratings is equivalent to restricting the quantity and quality of the commercial content of Xiaohongshu bloggers. If the quality of the blogger's commercial content is not up to standard, the number of business notes may be officially limited, or even the right to take orders may be cancelled; if the data of the blogger's commercial content passes, the credit rating will not drop, and it will not be limited on how many orders to take each month.
This initiative of the platform restricts the blogger's control over the number of commercial advertisements through the credit rating, and also avoids the widespread abuse of the platform soft to a certain extent.
It is understood that the exposure mechanism of Xiaohongshu's current business notes and daily notes is equal.
As long as it is loved by users, the official will not limit traffic, but the platform will consider the user experience, and users can accept commercial advertisements, but do not want to be deceived. Therefore, bloggers should report commercial content in a timely manner. For commercial content that is not reported, the platform will have many ways to identify it, so as to punish traffic.
The emergence of credit ratings also has an additional reference yardstick for MCN institutions.
Xiaohongshu MCN institution ten thousand people told us that the credit rating may become a criterion for future institutions to sign contracts, and institutions will pay more attention to the ability of content optimization, "on the one hand, they can supervise bloggers with poor grades, on the other hand, they can encourage high-level bloggers to continue to maintain good output."
The other party also said that in the past, brand customers were relatively more concerned about the data of a single article, but the traffic was uncertain, and if the credit rating and the exposure effect were strongly correlated, it would have a direct impact on the pricing of bloggers.
Because the credit rating has just been launched, some institutions have not yet obvious perception, and some institutions said, "The first reaction is very nervous, but at this stage, it has not had much impact on bloggers to take orders." ”
For brands, credit ratings are a beacon for advertising. Some peers pointed out that "the launch of the dandelion credit system means that the credit rating will become a major criterion for brand screening bloggers, and the Little Red Book bloggers need to operate more refinedly in order to grow better and faster, so as to get more benefits."
<h1 class="pgc-h-arrow-right" data-track="35" > the new list of 5 questions Little Red Book</h1>
Around the newly launched dandelion credit rating, we also chatted with the Xiaohongshu official about a few issues that everyone is more concerned about:
New List: Can you give a specific introduction to the 5 dimensions of dandelion credit score?
Little Red Book: Content health is based on whether the "Little Red Book Community Convention" is strictly observed in the daily release of notes, the principle of the community convention is "sincere sharing, friendly interaction", and all violations of the note/account dimension will affect the content health indicator. Business health is determined based on the compliance of the blogger's business attribute content, and the unreasonable proportion of soft, natural notes and commercial notes will affect this indicator.
Business service ability is to reflect the performance of bloggers in brand cooperation, timely acceptance of orders, active cooperation, and conscientious performance will help to enhance your business service capabilities.
The brand side can evaluate the blogger's cooperation attitude Image source: The public number Mr. Elk Sky
Marketing cost performance is based on the data performance of the blogger's historical brand cooperation notes, please create more high-quality cooperation notes under the premise of abiding by the "Little Red Book Community Convention".
Fan influence is judged based on the quality of bloggers' fans and the degree of fan activity.
New List: How are the five-dimensional score finally calculated, and is there a rough formula or weight?
Little Red Book: The formula is not external, but the dandelion platform will give the corresponding reasons and solutions to bloggers whose grades have changed, and then arrange the interpretation of the creator's rules in the near future.
New list: Lv3+ mentioned that you can enjoy official key operations, such as prioritizing the experience of new features in the group, but some peers say that the new feature experience of the product is an invitation system, and it is not possible to experience it in the group?
Little Red Book: Communities with key operations, on the one hand, give priority to experiencing new product features, and on the other hand, preemptively understand the latest trends on the platform.
In addition, we are planning lists in different dimensions. LV3+ bloggers will also be used as examples to produce operational tutorials, INVITE LV3+ bloggers to explain how to improve their credit rating, and participate in other officially initiated activities.
New List: What are some of the current interpretations of dandelion credit scores that you think are misread?
Little Red Book: Some LV2 bloggers will misunderstand that they are relatively low credit ratings, but lv2 bloggers are our mainstay.
New list: Lv3 level mentions the number of business notes to be liberalized, which seems to be contrary to the platform's advocacy of "not over-taking orders", if the blogger receives more commercial orders because of unrestricted restrictions, will the level be lowered next month?
Little Red Book: The platform will open permissions for bloggers above Lv3, but it does not mean that excessive orders are encouraged, and Little Red Book attaches great importance to user experience. According to the user survey feedback of Xiaohongshu, users are not opposed to business orders, 50% of Xiaohongshu users said that they can accept the blogger's business cooperation, and users believe that the blogger's high-quality brand cooperation represents tone and attention. But users reject commercial content that is bluntly promoted or perfunctory because of a large number of commercial cooperation.
High Lv bloggers believe that there are exemplary creators in all aspects, and they have relatively high requirements for their own creative content and frequency.
Until the credit rating goes live, the officially recommended proportion of business notes should not exceed 20% of the total notes for the month. After the credit rating was launched, the platform relaxed the limit on the number of business notes for Lv3 and Lv3+ bloggers, first, under the premise of sincere sharing, the platform encouraged those extremely excellent and self-disciplined bloggers to carry out business cooperation in a sense, so that they could get more benefits;
The second is to use the credit rating system to lead those low credit rating bloggers with high frequency connection and soft breadth and high note violation rate to have better sharing behavior, so as to further enhance their credit rating and let the account grow healthily. Simply put, for bloggers with high credit ratings, self-discipline makes you more free.