Friends gather, eat out, many people will open the internet celebrity blogger's shop visit video as a reference. However, the more and more fake store visit videos have made consumers continue to "step on the thunder" and suffer unspeakable.
Some stores obviously do it very generally, but the shop blogger blows it into the sky, and consumers try it on the spot, but they take advantage of the fun and go back to the fun. In November last year, an Internet celebrity blogger with millions of fans for the same fried sauce noodle restaurant two diametrically opposed attitudes to the store video caused a large number of netizens to complain, the blogger said "so expensive" on the front foot "can not eat this", the back foot began to trumpet "really not expensive" and "there is a taste of mother". It is like a "Sichuan drama changing face" like a pinch and a step, if there is no interest behind it, it is really difficult to believe.
Behind the more fake the video of the store, it is often some bloggers who deviate from the original intention of visiting the store for economic benefits. I know that the goods and services of the merchant are not on the right board, but because of the advertising fee, I will not hesitate to deviate from the integrity and completely follow the draft provided by the merchant. What's more, behind the frequent appearance of video illusions, there is also a complete industrial chain of shop visiting and praising. It doesn't matter if the blogger can't go to the store, as long as the merchant pays, he can get full of praise. The increasingly homogeneous shop exploration videos and words on the Internet are the "masterpieces" of the shop industry chain.
Shop-finding videos are all the rage, and can be a win-win situation for merchants, bloggers and consumers. Merchants can spend less money to achieve the effect of drainage, bloggers can also realize traffic monetization, and consumers can save the trouble of exploring pits one store after another. However, when the recommendation that should be real and credible has become fake traffic, fake copywriting, and fake experience, bloggers want to hold it for money, and if they want to be black, the reference value that should be used to explore the store is gone.
It is conceivable that when the authenticity of the store visit video is questioned by consumers, it is not only the consumer's experience and interests that are damaged, but also the reputation of the shop bloggers and platforms. When consumers no longer believe in shop-exploring videos, shop-exploring bloggers who make a living may not be able to stand alone.
In this regard, instead of being blinded by temporary economic interests, Internet celebrity bloggers may wish to think about their original intention of making a store video and ponder the value and significance of its existence. The accumulation of fans stems from trust, and the vitality of the store video lies in the "truth". Only by keeping the bottom line of integrity, explaining the real experience and feelings clearly, and achieving "consistency in appearance" can we continue to get the trust of users. If this trust is repeatedly betrayed by false shop visits, Internet celebrity bloggers will only be ruthlessly abandoned by fans.
At the same time, if we want to put an end to the chaos of false shop visits, it is also inseparable from the severe crackdown of the regulatory authorities. In December last year, the Central Cyberspace Administration deployed a special campaign to "Clear And Clear • Crack Down on Traffic Fraud, Black Public Relations, and Internet Water Army", and listed the employment of professional writers and online water troops as fictitious "planting notes" and "Internet celebrity evaluations" as key targets for rectification. The clarion call of supervision has been sounded, and the market supervision department may wish to act on orders, take the main platform as a starting point, and remove the weeds of false evaluations for shop bloggers and grass planting economy.
No matter how the way promotions evolve, consumers need real and objective information. Only by squeezing out the moisture of false evaluation can we promote the benign development of the industry. Shop video or Internet celebrity evaluation, do not forget the word "real".
(Yellow River Comment Mailbox: [email protected])
Editor: Ruosong Chen
Coordinator: Wang Pan
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