Douyin Weibo has shown IP territory, who is "swimming naked"?

At the end of April, Weibo fired the first shot to show the territory of the account IP, followed by platforms such as Douyin, Kuaishou, Today's Headlines, Zhihu, Baidu Baijia, and Public Account. This wave of action came unexpectedly, some people applauded, some people objected, and some "naked swimming" accounts were suddenly torn open "fig leaf".

Produced by | Micro Jam (ID: wjam123456)

Author | Chen Chumu

01 #

After revealing the IP territory,

The scene of large-scale social death encountered by the self-media

"People are in Shanghai, just got off the plane."

"But your IP genus says you're in Guangdong?"

Recently, this kind of awkward dialogue that can cut out a courtyard has occurred in many corners of the Internet, and the parties said that "all blame the platform sneak attack", suddenly showing the account IP territory, a little slow (make up) rush (rescue) when (machine) (will) did not give.

Major Internet platforms seem to be catching up with KPIs, rushing to "show the ip territory of the account" before the end of April. After Weibo fully displayed the user's IP territory, and Internet platforms such as Douyin, Kuaishou, Today's Toutiao, Zhihu, baidu Baijia and other Internet platforms successively tested displaying account IP territory in personal homepages and other locations, WeChat began to gradually display the ip territorial function of the public account on April 29. (Details can be found in blue)

At present, the IP territory of the personal public account is displayed on the information page and at the bottom of each article, and is placed above the reading volume in the form of "published in XX", and the official account of the main body of the enterprise does not display the IP territory for the time being. When users comment on the public account article, after being selected, they can see the IP territory display after their nickname in the comment area.

Who ever thought that the platform operation was as fierce as a tiger, and the "overturning" accident occurred in minutes from the media.

The first to bear the brunt is the region number and the account number that indicates the territory in the name.

Obviously, it is a city in Jiangsu province to eat, drink and have fun, but through the user IP territory displayed in the comment area, it can be seen that in addition to the local message, there are many friends from Shanxi who actively leave messages, and even Heilongjiang, Hebei and other places. This is simply to make people anxious for the "water army"...

Large names such as "Magic Capital" have also been criticized because the IP territory of the content is inconsistent with its name. Although the "Magic City" explained that the team had international students in Japan, it was not widely accepted. At present, the "IP territory" of the "Moduyuan" public account information has changed back to Shanghai from the previous Japan.

In fact, the public number overturning is not an isolated case, and many "naked swimmers" have appeared on other platforms.

After Weibo fully displayed the IP territory, everyone suddenly found that the food, drink and entertainment information numbers in various places, the IP territory was actually a unified Hunan, and people could not help but ridicule "the end of the universe is Hunan".

At present, the IP territory of some accounts has been changed

Platforms such as Xiaohongshu and Douyin have not been spared. "Salted fish in Japan" and "Little Sydney in Japan" have all been questioned because the account name indicates that they are in Japan, and the IP belongs in China. At present, the Xiaohong book can no longer search for users of "salted fish in Japan", and the profile page of "Little Sydney in Japan" has also added the explanatory statement "My operation is in Jinan".

Regardless of the reason, the name and IP territory do not match the number or let many self-media accounts be ridiculed by the group. Some people change their territory at the speed of light, or they will inevitably collapse; some people have explained several times and three times, but they still can't fully convince the public.

It can be said that the operation of showing the territory of IP came unexpectedly, and indeed tore open the "fig leaf" of some self-media accounts. But for accounts where creators and operators live off-site, this is really a question that needs to be re-weighed.

02 #

Show IP territory, who is "swimming naked"?

The platform shows the intention of the account IP territory, in fact, there are already traces.

Since the beginning of this year, various platforms have issued many governance announcements such as cracking down on "rubbing traffic" and "spreading false news". In March, the Central Cyberspace Administration of China said that the "Qinglang" series of special actions in 2022 will focus on key tasks, including cracking down on traffic fraud, black public relations, network water army, special rectification of Internet user account operations, etc.; in April, the Central Cyberspace Administration of China made special arrangements to strengthen the governance of online violence, naming 18 website platforms that are prone to online violence and have great social influence, including Sina Weibo, Douyin, Baidu Tieba and Zhihu.

Therefore, before the end of April, each platform began to show IP territory.

So, what is the concept of IP territory displayed by the platform?

The announcement on the WeChat public account said that it showed the "IP territory when the user published the content"; today's headlines showed the network location of the user's last post or comment, subject to the information provided by the operator. The relevant staff of Weibo once told the China News Network reporter, "If the screen name and the original name of the ID card are different, it is necessary to display the IP territory; otherwise, it is not displayed." ”

Relatively speaking, the greater influence on the territory of the display IP should be some "naked swimming" self-media, Internet celebrities, etc. As mentioned earlier, the self-media IP that publishes local information is not local, the daily "patriotic" comments are actually in foreign countries, the bloggers of "XX in foreign countries" are beaten back to their original form, and Internet celebrities are deeply pickpocketed or sent copywriters.

From this point of view, the operation of each platform to display IP territory is still effective. At least under such public information constraints, online speech needs to go through certain considerations, which is conducive to reducing the breeding of online violence and false speech to a certain extent, increasing obstacles to the gray industry such as water army, and making some false propaganda bloggers collapse.

But in fact, the work flexibility of self-media is greater, and there are not many creative teams and operation teams that do not work in the same place. At the same time, there are also domestic MCN companies that sign up with foreign talents and release foreign content in China, which is a common mode of operation, but it leads some users to misunderstand the fraud of talents to "collapse the house".

Looking at the case mentioned above, most of the self-media accounts have changed the IP territory of the data page, and can match the account name, or they will explain the location of operation in the introduction. Although netizens joke about playing with the stem, there are not many people who really depowder, because the functional value that the account can provide for users will not be greatly reduced because of the suspicion of IP territory.

Musk, who just acquired Twitter, has an IP territory in Beijing.

As for the more professional and fooling water army, there may be more virtual IP tools available.

The secondary problems derived from it still require further headaches for the platform, such as the proliferation of virtual IP, regional discrimination caused by IP territory, and even the problem of online violence.

As a self-media person, at the center of the new features of the platform, we should perhaps think more about its impact on operations:

Accounts with obvious regional attributes should find ways to make the IP territory consistent with their own name and content. After all, the long-term tonal differences have damaged the image of the account itself and the user's sense of trust.

By displaying IP territory, increase the understanding of the user base, expand some interactive gameplay, and let the platform functions serve the operation to increase the interactivity of the article and the activity of the user.

In summary, for the self-media that relies on the survival and development of the platform, the impact of this new feature may be caught off guard in the early stage, but it will eventually return to daily operation, and it is more important to know oneself and know the other side of the function.