Written by Star Evening
Editor/ Chen Dengxin
排版/ Annalee
The incident of "Qin Lang Paris Losing Winter Vacation Homework", which has continued to ferment since the Spring Festival this year, ended with the video author "Thurman Cat Cup" (hereinafter referred to as "Cat Cup") having the entire network account banned. With the official himself on the stage, this absurd repertoire with constant reversals finally returned to realism.
It is estimated that even "Cat Cup" didn't expect that a plot that was no different from ordinary planning would attract overwhelming traffic in a short period of time, so on the third day after the first video of this incident was released, she released a "finale" video again, saying that she had found Qin Lang's mother and returned to its original owner, the purpose was to hope that the "melon-eating masses" from all walks of life could disperse.
It's a pity that it's easy to invite God and it's hard to send God, and this incident soon attracted the attention of the public security organs, the Cyberspace Administration and other officials, so this outright fictional incident quickly came to light.
Two months later, the boomerang landed on "Cat Cup", and she paid for her mistake at a full price. However, public opinion has not stopped, and everyone not only does not buy the apology of "Cat Cup", but also puts forward the need to increase efforts to rectify the Internet environment.
Are the "cats" shivering?
A farce with the participation of the whole people: the account that earns 26 million a year depends on making up stories
"After investigation, in order to attract fans and attract traffic, netizen Xu Moumou and his colleague Xue jointly planned and fabricated a series of video scripts of 'Finding the Lost Homework Book of Primary School Student Qin Lang', and then purchased winter vacation homework books online, took selfies with mobile phones, made relevant videos, and spread them to multiple online platforms, causing a bad impact. At present, the public security organs have imposed administrative penalties on Xu, Xue and their companies in accordance with the law. On April 12, after the Xihu District Branch of the Hangzhou Municipal Public Security Bureau issued this police report, the Internet celebrity "Mao Cup" began to gradually lose its "name" on the Internet.
On April 13, a number of social platforms successively released processing news, according to the "Weibo administrator" account on the Weibo platform, the self-media account @Thurman Cat Cup_ was closed and disposed of; according to the official account "WeChat Coral Security", the video account "Thurman Cat Cup" was banned, and according to today's headline account "Douyin Blackboard News", the Douyin Security Center permanently banned the account "Thurman Cat Cup". As of press time, the zinc scale found that it was difficult to find tens of millions of Internet celebrities "cat cup" traces on the whole network.
Multiple platforms have imposed penalties on "cat cups".
At this time, "Qin Lang lost his homework" was no longer just a short video script, from bloggers, netizens to platforms, and official regulators, this fictional story led by traffic eventually became a farce with the participation of the whole people, and the initiators paid a painful price.
After the punishment results were announced, some people naturally raised questions about "whether the force was too strong". But Weibo big V "Granny Jiang Ning" carefully analyzed the reasons why this matter needs to be severely punished.
First, the appearance of the fake "Uncle Qin Lang" gave the fictional Qin Lang a real school and grade, and the assignment of winter vacation homework obviously violated the "double reduction opinion", which directly had an extremely serious negative impact on the school.
Second, in the process of continuous fermentation of the incident, "Mao Cup" faced many doubts and chose to cover up another lie with one lie, which ran counter to the purpose of the special action on online rumors.
And no matter whether things are really no longer controlled by the original blogger after the development of the matter, some people directly pointed out, "Is it fun for her to make jokes? No, she is cheating traffic to make money, and the punishment should be severe." ”
According to the zinc scale, the total number of fans of "Mao Cup" on multiple social platforms on the whole network exceeds 40 million, and the blogger "A Fa Ren Qing Shi Shuo" analyzed in his own video, "Mao Cup" last year on a single platform The advertising price was 550,000 yuan / piece, and the general price was about 440,000 yuan / piece, according to the general level of bloggers of this magnitude, "Mao Cup" can receive at least 5 advertisements per month, that is, only a single platform throughout the year, and only advertising revenue can exceed 26 million yuan.
Now, all of that has come to naught. But "Cat Cup" is not innocent at all, long before this incident, she had made up many rumors, and even made up jokes shared by other netizens as her own personal experience to gain traffic. The cost of everything to zero is big enough, and more "cat cups" should realize the lesson.
A world that is easy to be fictionalized: 0.1 yuan to buy a large number of scripts
In a podcast episode entitled "How to Kill a Sheep and Live in Reality," Li Dan said, "Many experiences in modern society seem to be at your fingertips, but when you look at your hometown of Inner Mongolia from a distance, it seems to be far from your real feelings." What is the real experience?"
In the years since the rise of short videos, the world that the public can understand through a small screen has become more and more extensive, not only to get a glimpse of the life of celebrities who are difficult to reach, but also to collide with the suffering of the people at the bottom, and mobile phones can take us to almost any corner of the world.
However, these seemingly interoperable information exchanges have actually changed under the effect of the frenzied influx of capital. In the true and false Internet, perhaps the most worthless are those scripts and plots that provoke emotions.
"I have witnessed the ups and downs of this industry, and now I don't take much script anymore, for the simple reason that it is too cheap. Yu Cheng, who has five years of experience in short video plot scripts, recently changed careers to make baby clothes, "Even bloggers with high advertising prices will not give much money to copywriters, plus AI and a large number of people who have entered the game, the price has been lower in the past year." ”
Yucheng told Zinc Scale that three months ago, he wrote copywriting and scripts for an account with more than 20 million accounts on the whole network, and the regular copywriting of about 1000 words could only get 100 yuan / article, plus additional traffic incentives, the copywriting of product placement ads would reach 800 ~ 1000 yuan / article. The market is down 50 percent from the previous two years, he said, and "words are becoming less and less valuable."
Zinc scale also found through search that short video scripts can indeed be bought in bulk at an ultra-low price. 56,100 short video funny scripts, 17,000 reversal joke joke copywriting, 130,000 male and female couples funny short video scripts...... A large number of scripts of various genres can be bought for only 0.1 yuan. Even if it is a script that is claimed to be an exclusive production, you can buy 80,000 for only 0.6 yuan.
All kinds of scripts are sold at low prices
When faced with Zinc Scale's inquiry about the content of the script, the store said bluntly: "They are all bought from peers, and the specific content is not clear." And in this way, a large number of scripts that were sold at low prices were still sold, and it is impossible to estimate how much shoddy content has been produced on the Internet.
Before the "cat cup", teams such as "Liangshan Qubu", "Zhao Ling'er" and "Liangshan Mengyang" have also been arrested, and the companies involved in the case have been seized. Behind these fake videos under the banner of "helping the elderly", "helping the disabled" and "helping the poor", what really exists is only miserable marketing and impatient realization.
The abused traffic password has become a boomerang that cannot be escaped
Since the rise of the Internet, there have been countless Internet celebrities who have "overturned", from North America to Tuaojun, Mimeng and Maoyi, all of which have been planted in fabricating false content, and because of the countless profits from it, they will make up stories more and more bizarre and arouse the interest of more and more people. But this kind of gameplay often collapses in an instant under an overwhelming traffic convergence.
According to the Research Report on the Development of Online Audiovisual in China (2024), as of December 2023, the number of online audiovisual users in mainland China has reached 1.074 billion, and the usage rate of netizens is 98.3%, ranking first among all Internet users. In 2023, the average daily usage time of mobile Internet users will be 435 minutes, of which the average daily usage time of mobile audiovisual applications will be 187 minutes, and the average daily usage time of short videos will be 151 minutes.
This data shows that the number of Internet users in the mainland is still increasing, and the depth of use is also deepening.
In addition, the "2024-2030 China New Media Industry Market Operation Pattern and Development Strategy Analysis Report" shows that in 2020, the market size of China's new media industry increased from 237.93 billion yuan in 2014 to 1,054.80 billion yuan, and it is expected that the market size of China's new media industry is expected to grow from 1,054.80 billion yuan in 2020 to 1,831.7 billion yuan in 2024, of which the Internet advertising market size is 852.23 billion yuan, accounting for 46.53%.
The scale of the new media market is still expanding
This means that as the number of Internet users continues to increase, the market size of the new media industry has also continued to expand. Based on this, more and more people are pouring into the self-media industry and want to get a piece of the pie, almost forming a situation where "everyone is a blogger".
Because of this, how to "control" users from the massive information flow has become an escalating matter. Countless bloggers have tried to create more bizarre, exaggerated, and sensory information, completely ignoring all the bottom line.
"The era of self-media 4.0 has actually come, and the graphics, texts and videos that are purely popular will lose their competitiveness with the increase in supervision. And the self-media that really has the strength to improve the project master and create an exclusive private matrix IP is the next winner. Yucheng talked to Zinc Scale about his views on the industry as a whole.
Indeed, on the Internet, everyone is eager for traffic and is caught in traffic anxiety all the time. But the flow can both carry and capsize boats. How to control the balance between traffic and the bottom line should be left to all self-media people after the "cat cup" was blocked.