On December 22, Xiaohongshu launched dandelion low-difference marketing rules, revealing the official's determination to govern a certain type of content. This article focuses on the two major marketing of false reviews and bad painting style, let's take a look.
On December 22, Xiaohongshu launched dandelion low-difference marketing rules, touting exaggerated facts, fictitious use experience, comparison with other brands, routine marketing and other content on the list.
The rules also emphasize that governance will be focused, revealing the government's determination to govern such content. Note: Dandelion notes are brand order reporting notes.
I'm going to focus on the false reviews and the bad style of painting.
1. Fake reviews are sent directly
Fake reviews are such as touting, exaggerating facts, and faking the shopping experience.
The most typical is no real experience of straight hair advertising, such as horizontal test and ranking notes, poster puzzles & cutouts list multiple brands, but carefully read the notes and found that the promotion of the brand is usually in the first place, and there is a suspicion of stepping on peers.
Figure 1: Leaderboard note types
Official regulation of such notes also has a huge impact on brands and bloggers.
Most of these businesses are white labels, which simply means that some small manufacturers produce unbranded goods, and compared with large brands, there is no budget to invest in tonal influencers and advertisements.
On the one hand, the notes of the ranking list solve the problem that the notes are not in violation of regulations, and on the other hand, accurately intercept the user's search decision-making needs.
There is a more important aspect, the price of straight hair is cheap, usually the price of 10,000 fans of straight hair bloggers is only about 300, the cost of delivery is low;
It also has a significant impact on direct hair bloggers, and the bloggers who receive straight hair and evaluation are basically comics, film and television clips, graphic and text bloggers and other bloggers.
Their pain point is that the data is exceptionally good but the monetization ability is weak, because the advertising space is not reserved, the big brand owners basically do not vote, even if they receive brand notes, it is difficult to create and shoot.
Straight hair evaluation notes perfectly solve this problem, brand owners usually prepare notes, only need straight hair.
The official introduction of low-difference dandelion rules has reduced the income of this part of the bloggers, and comics, clips and other types of bloggers also need new transformation and upgrading.
Second, vulgar rubbing edge & causing discomfort
Focus on skin blemishes, pictures of vulgar straight hair notes, and mostly acne, gel and gynecological brands.
Most of the influencers are brand cultivation or comics, film and television direct hair, and the impact on brands and bloggers is as above;
Figure 2: Uncomfortable notes
This kind of note is basically sent directly, prepare pictures, let the blogger send it directly, the core is to include, and then intercept in the comment area to guide customers to place orders on Xiaohongshu or Taobao.
The platform governs such notes, and in order to protect the user's ecology, imagine that when the community has a large number of such false grass notes, the user's experience will be relatively poor, and the platform's evaluation system and user growth will also have great problems.
3. The enlightenment of the platform rules to us
Why did the platform introduce these rules, and what do we have to learn:
1. Follow the rules and follow the algorithm
From the introduction of community conventions, the ban on drainage, the crackdown on underwater notes, the ban on second-hand luxury goods to the dandelion low difference policy, the platform is becoming more and more formalized.
In other words, it will be more and more difficult for merchants and bloggers who want to do business at the expense of user experience! If they want to do it in Xiaohongshu for a long time, they can only abide by the rules of the platform, conform to the algorithm mechanism, and produce compliant notes.
2. The urgency of the platform for revenue
The frequent introduction of rules is a community problem, as well as a platform revenue problem, whether it is restricting drainage or dandelion low difference rules, it is also a means to increase platform revenue.
Looking at the TOP100 of Xiaohongshu brands, nearly 50% of them are occupied by this kind of straight hair brand, although the number of placements is high, but the amount of investment basically does not exceed 20W, and the platform will naturally suppress practices that cannot create value for the platform and damage the community ecology.
The standardization of the platform is also to get more commercial revenue, the income of bloggers is inflated into french fries cards, and the fries are not full reductions, but gifts, these details also reveal the urgency of the platform for revenue.
3. Update bloggers with heart: Spring is coming
We are also blogger-related, and we will receive a large number of requests for straight hair every day, and even more, directly ask you to correct the notes that are exploding, insert two pictures, and change the topic to directly give 500 or even higher, but these will be rejected by us.
Monetization is indeed our first purpose of Xiaohongshu, but it is not all, as bloggers, we should also think about how we can provide more value to users and platforms.
The platform's crackdown on dandelion's low-level marketing will also allow more brands to find bloggers who have the ability to output, and the spring of bloggers who update their hearts will also come.
The above are some of my thoughts on the low-difference marketing rules of Xiaohongshu's online launch.
Columnist
Jianghe Chat Marketing, WeChat public account: Jianghe Chat Marketing, everyone is a product manager columnist. From brand placement to talent incubation, it has helped nearly 100 brands and dozens of talents to avoid detours in Xiaohongshu.
This article was originally published by Everyone is a product manager and is prohibited from reprinting without the author's permission.
The title image is from Unsplash and is based on the CCO license.
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