"Slow-selling" pomegranate, dangerous "traffic password"

It is the peak season of picking and listing, but the famous Sichuan Huili pomegranate has encountered "slow sales" - in the video that spread on the Internet, the pomegranate fell to the ground and cracked, and the gray-haired 80-year-old grandfather staggered with water, the voiceover with a crying cavity, and the picture caption "Many pomegranates are rotten, it is better to rot in the field as fertilizer."

However, this is a completely false news. According to the response of the relevant local departments, there is no slow sales of pomegranates in this year's meeting. The old man in the video is not a fruit farmer, he just helps others guard the orchard. He didn't cry or say anything about the video when he was filmed. Some of the pictures and sounds in the video are edited and pieced together.

Why do video publishers go to great lengths to fake it? His answer is very frank - through the sale of misery to arouse the sympathy of netizens to place orders, profit from it.

In the past, there were indeed some places where agricultural products suffered from unmarketable. When the dilemma faced by farmers spread through video, it really helped the sales of related agricultural products. However, some video marketing numbers have keenly discovered the "traffic password" contained in it - by rendering sadness and selling miserably, they can attract more people's attention, forward videos, and improve monetization capabilities. Therefore, they sell fruits, vegetables, tea, etc., all using similar routines, by making up tragic stories to win the sympathy of the audience, and then marketing with goods. Later, selling miserable goods and even forming a marketing industry chain, from actors to scripts, from marketing to promotion have formed a relatively solidified model, marketing number as long as it follows the operation process, you can apply this model to sell any agricultural products.

Is it harmful to sell miserable goods? Of course harmful. On the consumer side, false and fabricated information violates their right to know, and routine marketing overdrafts their compassion and love. From the perspective of fruit farmers, some fruit farmers are misled by false and unsalable information, and there is a possibility of centralized selling or even panic selling, suffering economic losses. In addition, these false information may also mislead different trading links and different market entities in the pomegranate market, thereby interfering with the overall market operation order. For society as a whole, this kind of disinformation can also damage social trust. When some members of society really need assistance, strangers who have been repeatedly deceived may be suspicious of them with indifference.

Grasping the "traffic code" of Internet dissemination and then using this network to hype up is far more than just these marketing numbers selling pomegranates and agricultural products. For example, emotions are an important driving force for Internet communication, and stimulating a certain emotion of netizens can easily detonate network communication. Therefore, some Internet celebrities, broadcasters, and marketing numbers do everything to the extreme, fabricating bizarre, exaggerated, and fierce storylines to stimulate public emotions and expand the communication effect. Many "blockbuster" online videos are not difficult to find the core element of "emotion". The "map cannon" has a considerable popularity on the Internet, and some people have provoked the topic and triggered a fight between netizens in different regions. A large number of topics derived from themes such as gender, love, marriage and childbirth, family, education and so on have attracted much attention, so on social media, a variety of extreme, bizarre plots, and fierce dog blood stories have emerged in an endless stream. In a round of noisy debates, the video accounts that have detonated public opinion again and again have a large number of fans, harvesting traffic and monetizing real money.

However, such "traffic passwords" have become a dangerous public nuisance in the network video industry. The harmonious coexistence and benign operation of society require the members of society to form a general consensus, and to respect and tolerate each other. Some marketing numbers maliciously hype sensitive and controversial topics to stimulate public sentiment, trigger a fight between netizens, and trigger an explosive network communication effect, but this hype method is obviously contrary to the requirements of social harmony. In the storm of hype pomegranate slow sales, 5 seriously violated accounts were permanently banned and permanently closed e-commerce permissions, and 18 illegal accounts were deducted credit points. For many marketing numbers that are good at hyping up "traffic passwords", this punishment is a loud and clear wake-up call - malicious speculation that ignores the facts or even fabricates will eventually bear its own fruit, and only by abiding by professional ethics and respecting public order and good customs can the entire industry go far and steady.

Column Editor-in-Chief: Feng Shouyan Text Editor: Feng Shouyan Caption Source: IC photo Image Editor: Shao Jing

Source: Author: Feng Shouyan