Twenty days of "entanglement" between big fans and marketing accounts and Weibo's real-name system
Author: Wei Jie
"Laughing to death, like playing monkeys, the notice says that the field of popular science is not real again"
On October 23, million-fan science blogger @明玉追然 updated his blog post on Weibo. After his name, there are a few more words - "almost written off".
Image source @明玉追然 Screenshot of Weibo
"Before the end of October, the front desk of the self-media account with 1 million followers will display the real name." On October 13, a blog post by Weibo financial V@ Hong Rong stirred up a wave on social platforms and was recently verified.
At six o'clock in the evening on October 31, @微博管理员 released a specific description of the real name of the head "self-media" account.
@微博管理员 said that in the near future, it will guide "self-media" accounts with more than 1 million followers in professional fields such as social current affairs, military, finance, law, and medical care to fill in real-name information, and will gradually expand it to "self-media" accounts with more than 500,000 followers in related fields in the future, and carry out front-end real-name with the consent of users.
Taking this opportunity, Entertainment Capital chatted with several account owners with more than 100,000 followers and even millions of followers. Some of them are big fans who have "retired", and they have prepared a way out for themselves. Some people are completely immersed in the Halloween atmosphere and forget about the real-name system. Someone who is a full-time blogger said that it is impossible to change careers or clear powder, "a little resistant, but there is no way".
01 CP big fan: "If it was a few years ago, I should have sold my account and ran away immediately"
When she heard that Weibo wanted to make a real-name system, Bingbing "felt panicked".
She is a big CP fan of a certain RPS (acronym for Real Person Slash, which refers to the creation of the same people based on the image of a real person) in China, and currently has less than 200,000 fans on Weibo.
Bingbing's data was best last year. Her strengths lie in "exclusive information" and "exclusive identity".
At that time, her former company happened to cooperate with her CP, and the company was open and even supportive of employees operating personal accounts, so Bingbing "hinted" her career to fans on Weibo, and also shared a lot of "exclusive sweets".
Now, because the frequency of CP interactions has decreased, and her work has become busier and busier, she has rarely posted CP-related content, and the frequency of account updates is also decreasing. "The circle itself has cooled down, and I can be regarded as a 'retired state', and now the people who follow me are old fans, and the content posted is not hot." Bingbing teased.
The reason for her panic is that her work is now more closely connected to the entertainment industry.
"I've heard that bloggers with 100,000 to 500,000 followers will only announce their careers or companies, but our company now cooperates with a lot of artists." Bingbing is very sure that if the company name of the account registrant is finally announced, he will usher in a "bloody storm".
Bingbing knows and fears the fighting power of fans.
"I've made some remarks about one of the CPs before, and only fans on the other side have come to say that I'm biased. And every time you post on Weibo, you have to pay attention to 'end water', for example, if you only give one of them a birthday blessing, you will also be scolded. The atmosphere of the fandom is still a bit scary. ”
"If I had started to use my real name system last year, I would have sold my account and run away immediately. Because my data was very good at that time, and my profession was basically semi-public, it would be doomed if I was discovered. Now that the influence of the account has weakened, and the content has the attribute of "recording life", Bingbing is a little reluctant.
She bluntly said that after the real-name policy, she should not cancel her account, but it is estimated that she will not post content on the account again. "I'll move to the trumpet, which has less than 100,000 followers."
In Bingbing's opinion, big fans must care more about the real-name system than marketing accounts.
"Because the marketing account has no personality, fans, and preferences, big fans are too dangerous, especially those of the combat genre, which will be opened before (meaning human flesh), and now it is equivalent to the official opening the box for you. There are also many big fans who like to pretend to be in the industry, so this time they will directly fight fakes. ”
Netizens "open the box" related speeches
02 Support club management: "If it's not my account, I can't be the master"
This year is Xiao Li's third year as the manager of a celebrity support club. Together with several other managers, she is in charge of the operation of the Baidu Tieba and Weibo accounts of the support club, and now the number of followers of the account is in the danger zone of being real-named.
After hearing the news of the real-name system, Xiao Li and several other managers discussed in the group and temporarily decided on the future of the account, "The account will not be cancelled, only the addition of V will be canceled."
Xiao Li told Entertainment Capital that the reason for this choice is very simple, first, the number of followers of the account is less than 1 million, "I heard that the first batch of real-name bloggers with millions of fans", and there is a buffer period. The second is that Xiao Li already plans to regularly clean up the number of followers and keep the account below the horizontal line as much as possible. The third is that although the support club has a certain function, the cancellation of the V will not cause much trouble to the management work.
The attributes of the account have been updated on the profile page, and the daily posting of messages will not be restricted, and the only missing function is to pin Weibo.
"Not much." Xiao Li commented.
"But to be honest, because it's not my account, I can't be the master. If the number of fans rises to one million in the end, and the person who ties the account chooses to cancel the account or withdraw from the support club, we also support it. ”
As Xiao Li said, the news of the real-name system did not bother her, at the end of October, when it was first rumored that the real-name system would be implemented, she and a few friends went to Changsha Happy Valley to spend Halloween, and played until the clock turned before going home.
"If you don't say it, I don't even think it's time for the real-name system."
03 Waist Marketing Blogger: "A little resistant, but can't help it"
@MediaXiaoyu, who claims to be a waist account, is currently a full-time marketing blogger.
Before the news of the real-name system was exposed, he began to appear in real people.
"I want to make something different from everyone else. When I first appeared on the scene, I was in college, and I didn't have any resources, so I could only shoot some vlogs of participating in activities, such as going to iQiyi Scream Night, going to the restaurant opened by Deyun Club, and then I started to co-produce with artists. ”
Two or three years ago, he was invited to participate in the live broadcast of the finals of the talent show, and most of his peers are also entertainment bloggers.
"When we were waiting for people at the airport, a couple of bloggers started talking about the draft format and the performances. Since I was already vlogging, and I felt that the person sitting across from me was dressed like a fan, I was a little scared, so I didn't participate in their discussions, and just sat with my back away from them. ”
As a result, in less than half an hour, @传媒小娱 saw a photo in his Weibo group. In the picture, he is sitting in the airport, still with Erlang's legs crossed. After a few seconds, the fan who posted the picture asked again, "Is that you?" ”
After getting the news of the real-name system, he recalled this experience again. "I know the fans certainly don't have malicious intentions, but I'm scared that there will be some unkind people."
He also watched some tutorials on "how to avoid real names".
For example, the number of followers can be corrected to reduce the number of followers to less than 1 million. You can also change the field, as far as he knows, the current food field and the popular science field will not be real-named.
@来去之间 Publish ways to avoid real-name systems
Later, he realized that he couldn't seem to do any of this.
"Some fans commented on me and asked me to become a food blogger, but I don't know how to cook or evaluate every day except for takeout, and I don't know how to change types." @传媒小娱 said helplessly.
It is even more impossible to correct fans. He told Entertainment Capital that the number of fans is one of the hard criteria for business customers to investigate, and less than one million fans will lose a lot of business. "Especially if I'm a full-time marketer, it's equivalent to giving up some money-making opportunities."
So his attitude towards the real-name system is actually "a little resistant, but there is no way".
What bothers him even more is Weibo's new visitor recording feature.
It is understood that this feature is currently only open to SVIP and VVIP, and it is still in the testing stage. With this feature, users can see the information of visitors who viewed their homepage yesterday, including nicknames, profile pictures, number of followers, authentication information, etc.
On the first day that the visitor was recorded, he received a private message from his fans before @MediaXiaoEntertainment managed his browsing history. A screenshot of the visitor record, showing that @media小娱乐 browsed the fan's homepage yesterday.
While he explained to fans that he was just curious, he still had concerns about it.
"I'm just a cheaper. If a fan comments on me or replies to an interactive topic, I'll click on someone's homepage if I'm fine. I'm really out of pure curiosity and habit, and I don't mean to 'see' everyone, but I'm afraid that everyone will feel like their privacy has been violated. ”
@传媒小娱 It takes about twenty minutes each night just to clear the visitor record. The visitor recording feature in the tester can also bring a little spook from time to time.
"For example, yesterday I saw that it was still available (the visitor recording function), and today it is displayed in the closed beta. My fans told me it was random, that someone of them could see it right now, and that I couldn't even delete the record. "In this regard, he is a little more than satisfied, but not enough.
"I can only see what happens next, and I have to continue to do what I need to do now, and that's my job."
Xiaohongshu blogger @bubble street corner posted a strategy that does not produce visitor records Source: @种草君
04 Million Fan Blogger: "I don't think the real-name system will have any impact"
Zhang, another marketing blogger with millions of followers, told Entertainment Capital that the real-name system "has no impact" on his work.
"It's better to say that people who generally do normal content don't mind."
It is understood that most of the personal accounts are in contact with intermediary companies, and the intermediary companies will include them in the media of various companies, which will not have much impact on the content of the account. And many MCN companies' accounts have long been verified on Weibo.
Miao Miao, the marketing director of the MCN agency, said bluntly, "Entertainment marketing and publicity are not fraud, even if it is a real-name system, it doesn't matter." In her opinion, the account's statements themselves are real and self-identifiable, and the purpose of marketing and publicity is also to find like-minded audiences who like these works.
"Under this logic, I don't think the real-name system will have any impact." She and Zhang Zhang.
In the opinion of @mediaXiaoyu, the marketing account that chooses to cancel or stop updating is actually more likely to be affected by personal factors.
"For example, this blogger's real work is within the system, or some more sensitive professions, and he doesn't want to be discovered by his unit and colleagues, so he will cancel it. There are also some accounts with part-time marketing accounts, which originally just wanted to share the methods or feelings of chasing stars, and they did not rely on this to make a profit, and they may also stop changing. ”
Of course, account operators also have some questions and opinions about the real-name system.
After seeing the authentication interface of @ Come and Go, @传媒小娱's confusion lies in professional certification, "How do I write, do I write a marketing account?" Or write about vagrants? ”
Zhang Zhang was also a little puzzled by this, "Personal accounts are all without a company, if you write a marketing account, what is the difference between it and before?" He said.
At 6 p.m. on October 31, @微博管理员 issued a specific description of the real name of the head "self-media" account, emphasizing that "'self-media' accounts with more than 1 million followers in professional fields such as social current affairs, military, finance, law, and medical care", and the "boundary" of entertainment accounts does not seem to be very clear.
"The best-case scenario is that the name will be obscured with *, even though my name is only two words." @传媒小娱 teased.