"It's 'rolling over' again!"
Recently, consumer Ms. Wang was "planted" by a blogger on a video platform with a foundation brush, and she did not expect that the product in hand was not as good as the one introduced in the video.
"I think the blogger is similar to me, an ordinary office worker, so I believe her recommendation." However, after the incident, Ms. Wang searched and found that the blogger's video was highly homogeneous with other bloggers, and even the words were similar.
Ms. Wang realized
This is simply not a "planting grass" video based on real experiences
It's a fake marketing
The line between "planting grass" and fake marketing is increasingly blurred. Behind the false "planting grass", in fact, the brand side looks for a large number of "ordinary people" without background through intermediary agencies in the form of product replacement or cash rewards, lays false marketing content on the platform, and a gray industrial chain of false marketing is formed.
Fake "planting grass" notes
"Ghostwriting and distribution" forms a gray industry
The term "planting grass," derived from the beauty community, refers to the idea that opinion leaders on the Internet share and recommend a certain product to stimulate consumers' desire to buy.
With the rise of "planting grass", more and more netizens are accustomed to searching for other people's shared notes through the platform to "do homework" before consuming. However, in the face of a large number of notes filled with homogeneous content such as "pro-test effective" and "countless repurchases", netizens have already cultivated a pair of "wise eyes", and it is becoming more and more difficult for bloggers to "plant grass" successfully.
As a result, the brand side has set its sights on the "vegetarian" group in the network. Compared with opinion leaders, although they do not have any fans, they are more close to the identity of netizens, most of them are students, office workers, etc., it is easy to narrow the distance with consumers, and they "plant grass", which is easier to convince consumers, and the price of cooperation is cheaper.
Where there is demand, there is a market. Nowadays, ordinary people have formed a mature industrial chain of "planting grass". The people who publish the "planting grass" notes are only the lowest end of this industrial chain, and the brands that publish demand orders, as well as the third-party order intermediary platform represented by "crab notice", "red notice" and "micro-media notice", are the key two links in this industrial chain.
Third-party order-taking intermediary platform
Opening the "Crab Notice" mini program, the prompt received by the reporter of Jiefang Daily Shangguan News was: "Crab Notice is a task square that provides bloggers to receive orders to earn writing fees and take gifts." ”
After logging in, the reporter saw that there was no shortage of "promotion of protein bars on the platform, requiring more than 100,000 Douyin fans, and rewarding 600 yuan and products." "Watch planting grass, requiring more than 5,000 fans, and rewarding 100 yuan." In addition to attracting head users with high fans to take orders, there are also many brands that do not require the number of fans of single users in order to attract ordinary people, and the rewards are generally also for the company's products, as a remuneration for ordinary people to share content on the network platform.
In fact, like the "crab notice", "red notice" and "micro-media notice", which relies on the "ghostwriting" gray industry to survive on more than 20 notice platforms, the main body of the order on these platforms, to undertake the needs of the brand side of the third-party intermediary agency, but there is no lack of bypass intermediaries, directly on the platform to issue orders on the brand side, "crab notice" also opened a channel for certified brand direct recruitment.
Network "monetization" should be compliant and legal
"Planting grass" is what the user writes out of real experience, and the above behavior obviously deviates from the essence of "planting grass".
"The order takers of the false marketing industry chain cater to the needs of the upstream brand side, and only by cutting off the upstream demand can the black and gray industry chain be completely controlled." You Yunting, a senior partner at Shanghai Dabang Law Firm, believes that on the one hand, false marketing violates the Consumer Rights and Interests Protection Law and infringes on the legitimate rights and interests of consumers, and on the other hand, there is also unfair competition against peers, which violates the Anti-Unfair Competition Law.
"I make videos to make money, otherwise what is the purpose of doing reviews and staying up late to cut videos?" There are video bloggers who confess. Bloggers are right to pursue monetization, but the question is, is there a compliant monetization channel?
In fact, like Douyin, B station, Xiaohongshu, etc., as platform parties, they are not opposed to business cooperation among bloggers. For example, the fireworks UP main business cooperation platform launched by Station B can help up owners better realize content monetization and reduce cooperation disputes; Douyin's "Star Map" and Xiaohongshu "Dandelion" also build a bridge between the brand side and the blogger. In order to further clarify the boundary between "planting grass" and marketing, Xiaohongshu clearly states in the Community Convention: "If you are sponsored or facilitated by merchants in the process of sharing and creation, please declare that there is a stake." ”
At present, in the new round of "false marketing" special governance of Xiaohongshu, the governance scope covers the entire "ghostwriting" industrial chain, and 29 brands suspected of false marketing, such as Dove and Ludeqing, have been banned.
The original manuscript of Jiefang Daily and Shangguan News is strictly prohibited from being reprinted without authorization
Author: Ju Hefei
WeChat Editor: Nano
Proofreader: Tynie