Bubble standards shaped by flow thinking are being smashed, but this is just the tip of the iceberg.
Editor’s note: This article is from WeChat public account “Hedgehog commune” (ID: ciweigongshe ), Author | Shi Can, Edit | Tim.
There is a general thinking in the industry. Everyone knows that there is a brush, but no advertiser has poked this layer of yarn. This incident shows us that the bubble standard shaped by traffic thinking is being smashed, but this is just the tip of the iceberg.
The title of this article is very long – “A zombie stage drama directed by a new media giant”, the real scene, the fuse: a video that bursts red all night, our traffic is 0! 》.
It was released on the afternoon of October 14th by the public on the “Ghosts of the Entrepreneurship” and one day later, the social media circle was detonated. In reply
Hedgehog Commune (ID:ciweigongshe)
In the interview, the public number and article author He Yulin said, “Just simply explain the facts and describe the time (event), so that everyone should not step on the pit we stepped on.”
What the hell is going on?
The traffic looks great, but the conversion rate says another
The bee colony culture is the MCN organization of Weibo Head, which has a large number of KOL account resources. He Yulin said in the article that from 2016 to 2019, he teamed up with partners to create a series of technology products, and in the second half of 2019, began to develop the market.
In September, He Yulin came into contact with the bee colony culture and determined that Weibo Da V cooperated in the way of inserting “warm baby” advertisements into the video. At 7pm on September 27th, a Vlog was sent on a Weibo account “Zhang Yuyu YuHan” with 3.8 million fans. Both Weibo and Vlog mentioned the “warm baby”.
“We have prepared all the preparations here, waiting for this traffic to rush into our online store to test our products and content.” In the 49th minute after Vlog was issued, 121,000 views, Hundreds of comments, thousands of praises and more than one hundred reposts, and comments in the message area said, “I need too much dysmenorrhea” “Buy a try.”
When that night, when He Lanlin asked the e-commerce department colleagues “How is the traffic situation today?”, the answer he got was that the number of transactions in the e-commerce department was zero.
Image from the public number “Gonzo on the road to entrepreneurship”
The authors evaluated the number of visitors to the e-commerce department’s back-end system and the amount of microblog video playback one hour, two hours, and three hours after the microblog was sent. The number of visitors and video playback were 80 and 121,000, respectively. And 368,000, 91 and 518,000. The visitor rate from video playback to e-commerce back-end systems is very low. The author believes that the cooperation needs to bring the goods, and the store links and coupons are attached to the blog post for the convenience of drainage.
He Yulin said in an interview with the Hedgehog Commune (ID: ciweigongshe), “It is our problem to not make a deal, but whether it can bring traffic is a problem for the other company.” “The other company gave us a copy of 350.” Ten thousand views of the answer, but the traffic into the store is 0, pay attention to what I said is to enter the store, not a deal.”
The next day, in the communication with the bee colony culture, the author questioned the data and conversion rate of the “Zi Yuyu YuHan” release of the microblog. “I have reason to doubt that the blogger’s fan volume, reading volume. The commentary content theory (all) is a writer, all of which is artificially designed, so this cooperation I have reason to believe that it is a premeditated commercial fraud.”
After the communication was invalid on September 28th, the authors found that a microblog with more than 3 million broadcasts, 1,000 comments, 3,000 likes and 8,000 retransmissions only needed 3,500 yuan.
The above series of behaviors made the author angry and decided to expose the matter.
The event reached its climax on October 17. On the same day, the bee colony culture issued a statement saying, “The company has not promised to guarantee any conversion rate issues. The effectiveness of the launch depends on various factors such as product and content.” The bee colony culture also stated that a lawyer’s letter has been submitted to the public company.
The statement of the bee colony culture announced that the amount of the cooperation was 47,500 yuan. Of which 3070 yuan is used to complete the micro-task. That is, the account is originally promoted on the Weibo platform, and each KOL advertisement must go through this system. Weibo will extract 30% of the commission and provide a certain amount of exposure privileges, but does not guarantee conversion. rate. Another 2.85 million is the original cost of shooting production and content.
On October 17, the Weibo administrator announced that recently, the Weibo platform received feedback. When a user promoted the @张雨晗YuHan Weibo account on Weibo, the account has the behavior of brushing data.
After the event, the public number “Le Shu movie” issued a comment, “Yesterday accused the microblogging big V data fraud entrepreneur, he is like a liar…” The public number “universal uncle” said, “this business is too stupid White is sweet, I am expecting an eight-line blogger, sending a Weibo, or a video, can sell goods, is this not insulting the IQ of the micro-business big friends in the circle of friends?”
In general, the focus of this matter is whether the traffic is real and effective, and it is translated into the purchase behavior of the goods. The author believes that the traffic is not real and there is no conversion; the bee colony culture only explained the conversion in the statement, and did not explain the authenticity of the traffic.
There is a general thinking in the industry. Everyone knows that there is a brush, but no advertiser has poked this layer of yarn. This incident shows us that the bubble standard shaped by traffic thinking is being smashed, but this is just the tip of the iceberg.
According to Dongfang.com, on October 17, at the press conference of the Supreme People’s Procuratorate, Yang Hongcan, director of the Law Enforcement Inspection Bureau of the State Administration of Markets, said that he would attack the net red food safety violations. “Illegal comments” and other illegal acts will be investigated.
The Dongfang.com report also said that according to the survey, “net red” and “cargo” have false propaganda, product quality is not enough, live data is fraudulent, hidden gray industry chain, payment methods are arbitrary, returning rights are difficult to defend Wait a few big “pits.”
From September 2019 to December 2020, the three departments will jointly carry out special actions to implement the “four most stringent” requirements for food and drug safety throughout the country. The special action will pay close attention to the “net red” food information and sort out the clues of illegal crimes. The e-commerce third-party platform is required to fulfill its supervisory duties and investigate and punish the illegal acts of “single bills” and “false comments” suspected of violating the advertising laws, anti-unfair competition laws, and consumer rights protection laws.
Machine+Manual Mode Mining Traffic
Before, the Hedgehog Commune investigated the logic behind the bubble flow. Among them, a case provided by Tencent Security shows that Zhao Xinzheng, a “new age independent mother”, is addicted to this. She is promoted to the mother and baby circle within three hundred days. KOL, from a netizen to a network of people, spent less than a year.
Every day at 8:05, a mother and baby breed essay was pushed on the public number of Zhao Wei. Within 40 minutes, the reading volume was 24,000, and 236 were “watching”. After one hour, the reading volume I suddenly got more than 60,000. The sudden rise in data has become accustomed to Zhao’s eyes.
But these data are all brushed.
A set of data on Tencent’s security shows that Zhao’s ten public article articles are more than 300,000+, and they are brushed at the mid-peak and late peak hours, ranging from 29 to 165 times. Among them, an article from March 27, 2018, brushed to April 19, 2019, brushed 163 times, reading 2.26 million +, on average, once