A product that looks unreliable, found a blogger who brushed the data, and paid a fee to an irresponsible MCN.
After the concept of KOL and KOC, the fierce saliva in the marketing circle The battle once again swept the screen out of the circle. The core issue is still the matter of Party A and Party B. Unlike KOC, which is still in the concept battle, the focus of this debate is really related to money, so it is even more punchy. At a certain level, it is also relevant to everyone because it involves Weibo, a super app and data fraud.
Traffic fraud has long been nothing, but “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! With its sultry style, it is still a screen.
The public number of the published article is “The Gonzo on the Way to Entrepreneurship.” The author of the article claimed to be “Shenzhen’s entrepreneurial youth”, when he advertised for the company’s product “efeiyanggongbao”, he contacted the bee colony media and selected a fan of 3.8 million. Fashion blogger “Zhang Yuxi YuHan”, the previous video and graphic views are around 1 million, and the number of positive comments can be thousands.
The article complained that the “e flying warm palace treasure” advertisement played 49 minutes later, the viewing volume reached 121,000, liked thousands, commented and forwarded hundreds, but the sales data of its products increased to zero, into the store The number stayed in single digits and the advertising fee was squandered.
After the fermentation, Weibo and Bee Group Media responded. At 11 o’clock on the morning of October 17, the Weibo administrator announced that the commercial order function of “Zhang Yuxuan YuHan” has been suspended. The announcement also stated that the quotation for the promotion of the commercial content of the account on the Weibo platform was 3,070 yuan.
Subsequently, the bee colony culture public account also responded to the matter, saying that the cooperation with the Guangdong and Suzhou companies amounted to 47,500 yuan, including direct costs micro-task costs of 3070 yuan, shooting production and content original cost of 28,500 yuan. The bee colony media did not make a commitment to the conversion rate. The article of Yuesu Science and Technology is “malicious defamation, malicious defamation”.
But the most critical brushing problem, there was no positive response from Bee Colony’s statement.
Internet brushing, cliché
In the new media circle, data fraud practitioners have long known that it can even be said to be a fairly “retro” topic..
“The so-called new media is the story of bloggers, MCN companies, platforms and Party A marketing departments, using various means to swindle boss money.” The public number “Le Shu movie” commented on this matter.
There are many fish in the water, and the amount of brush has become a huge industry. According to Caixin.com’s previous estimates, there are at least 1,000 brushing platforms in China, of which 100 of the heads have more than 2 million yuan per month, and the total number of employees has reached more than 9 million.
The third-party monitoring platform second hand system “Internet Advertising Abnormal Traffic Report” shows that the proportion of abnormal Internet traffic in China in 2018 is 30.2%, and the loss of brand advertising due to abnormal traffic exceeds 26 billion yuan. Among them, the maternal and child, car, and fashion information categories in vertical media are the hardest hit areas for abnormal traffic.
Data Source: Internet Advertising Abnormal Traffic Report
Data Source: Internet Advertising Abnormal Traffic Report
In fact, the brand is not as stupid as the brushworker imagines: As early as 2017, P&G Global CBO (Chief Brand Officer) Marc Pritchard pointed out that “in an opaque media supply chain In our case, our advertising investment is extremely wasteful, and there are cases of false traffic and advertising fraud.” Xu Min, President of Media and Brand Operations of P&G Greater China, and President of E-Commerce, also mentioned that China’s digital advertising market is ineffective for 2016. The flow rate is over 30%.
“This phenomenon is related to the decision-making process of some major international brands.” A Shangshu, who focuses on blogger data research, said. According to him, some transnational fashion luxury goods emphasize the tonality of “high on the”, the affinity is not good, and the interaction in social media is not strong; but the brand also hopes to have high exposure and high interaction, so the personnel of the marketing department exist. A phenomenon that turns a blind eye to the brushing behavior.
For companies with limited budgets, the advertising fees of Rebecca and Li Jiaqi are far behind, but they are highly exposed.Light is very eager, so the fake water bloggers with more fans and cheaper prices have become the most reasonable choice.
“As for true and false bloggers, some people will not distinguish, some people are too lazy to distinguish, some people pretend not to distinguish, and some people and the counterfeiters combined.” A Shangshu said.
尴尬微博, 投鼠忌器
Data distortion is also a loss for the platform side: the business value of Weibo is affected. The growth of Q1 advertising is only 12.6%, which is 66.3% lower than the same period of last year; the growth of Q2 advertising is only 0.2%, which is listed on Weibo. The lowest rate of growth since. At this stage, Weibo’s daily users increased by 13% year-on-year. This means that the business value of individual users of Weibo is getting lower and lower.
But in dealing with the traffic bubble, Weibo has retreated. On Weibo, there are 30,000 entertainment stars and more than 400,000 KOLs. On the commercial realization, Weibo relies heavily on them. This is related to Weibo’s profit model. The bloggers will post advertisements through Weibo’s official “micro-task” system, and the revenue will be divided into Weibo.
“A large part of Weibo’s revenue comes from micro-tasks. Micro-tasks actually make money from Daren. The higher the price of the person, the more money you earn, the higher the income of the micro-task, the benefit of them Essentially one-piece. The public number “Ginger Tea” gives the data that 30% of bloggers’ advertising revenue will flow into Weibo’s official pocket.
Although Weibo officially claims to “resolutely crack down on all kinds of data-swapping behaviors”, at present, it only has closed accounts and banned the posting of spam accounts, setting the forwarding and comment volume display limit to 1 million. + to suppress the brushing behavior. This is tantamount to boiling water: if you do not increase the intensity of the real-name system, the virtual carrier number can be easily used for non-real name registration, a large wave of zombies can come back at any time.
A Shangshu also believes that due to the binding of interests, the phenomenon of fake traffic rampant and bad money driving out good money, Weibo is hard to blame. “If the fruit platform only shouts fake, does not change the profit model, does not improve the reporting mechanism, and there is no difference between ‘no mouth, no inner happiness’, it will inevitably let the black production team squander between half and half. Cheap.”
On WeiboThere are not a few quality bloggers, but in the eyes of advertisers, the cost-benefit ratio is not worthwhile. If a blogger with 20,000 real fans advertises at 2,000 yuan, and the 2 million fan bloggers who are flooded with data are the same quotation, the brand will choose the latter. Although it is clear that the data is hydrated, the water is still shocking. “They won’t think that maybe the fans will not even have a fraction of 2 million.” Ashan Shu told that there was a fan with 1 million who confirmed to her that her real powder was less than 50,000 and each Weibo Have to buy praise and praise, and do high data.
A random intercept of a part of “Zhang Yuxi YuHan” comments, you can see that there are few iron powders and the same interactive content. “According to my observation, the value is not high, it should not be as good as the capacity of a real powder 100,000 bloggers.” A Shangshu said.
The agency favors fake bloggers for two reasons: one is cheap and the other is controllable. For the agency that sells for the brand, the fake blogger has high profit and good income, and when the communication is executed, the fake blogger is more obedient than the real blogger. This is also the same as the breaking story, the fashion blogger “Zhang Yuxi YuHan” in the early communication process is very good and quite cooperative.
In this way, a large number of commercial resources will flow into the hands of bloggers who are fraudulent in data, and Weibo can also make a profit.
Weibo big V@A stunned stunner once said, Some MCN bosses call these fast-developing, water-filling bloggers “broilers”, and many MCNs don’t care about these bloggers. In the future, as long as you can make a fortune in the short term.
“This kind of advertising is received, MCN’s review ability will not be good.” A practitioner said.
The side of the pit is not simple
The public number “The Gonzo on the Road to Entrepreneurship” shouted for a long time, and all the people who suffered from the data fraud in the world had a long-awaited voice, and the reading rate of the article quickly reached 100,000+. But just like all the hot events have a follow-up reversal, this incident quickly evolved into a a product that looks unreliable and found a blogger who brushed the data. , a fee was paid to an irresponsible MCN.
“Zhang Yuyu YuHan” promotes the link under Weibo, pointing to a “e Fei Yang Gong Bao’s products claim to be able to “improve physical fitness and reduce dysmenorrhea.” The Taobao shop is called “E-Flying World” and has three baby links, but only sells this product. As of press time, this month The total sales volume is 325.
The “E-flying World” opened in 2014, why the shopkeeper is Yulin. He Yulin is also the legal person of Shenzhen Yuesu Technology Co., Ltd. and Shenzhen Yifeite Technology Co., Ltd. mentioned in the Bee Colony Media Statement. It is worth noting that Shenzhen Yifeite Technology Co., Ltd. was just established less than 20 days ago.
Source: Sky Eye View
When searching for “efeiyanggongbao” in Taobao, you can see another “eefit official enterprise store”. The store’s homepage is exactly the same as “e-flying world”, but the products are more abundant and still selling. Palace underwear, “e flying god pen” and other products. However, except for Yanggongbao, which has a monthly sales of more than 2,000 pieces, other products are out of stock.
The shop is a corporate store with the main body of “Hong Kong Jinnan Technology Co., Ltd.”. The sky-eye search revealed that the company has now been dissolved. Jinnan Technology (Shenzhen) Co., Ltd., a wholly-owned subsidiary of the mainland, is still in existence, and its corporate legal person is Wen Lingfeng. In the inspection of the sky, there was no partnership between He Yulin and Wen Lingfeng.
Source: Sky Eye View
Publish a “Zombie Dance” directed by a new media giantIn the public number of “Taiwan Drama”, the contact information was left. After adding WeChat, the contact name is “e-fly”, and the product circle is also promoting this product. Ask how its response to the bee colony responds. The other party did not reply, and then issued a message in the circle of friends: “Thank you for your attention! The information is too late to reply to everyone.
Some netizens have speculated that Party A is doing reverse marketing, gaining attention through fake bloggers, and attracting a wave of attention for their products. In any case, ordinary consumers and ordinary users are the ultimate victims of this farce. Unreliable products and water-feeding praises will interfere with making wrong consumer decisions.
Slightly ironic is that although the article “Zombie Stage Play” directed by a new media giant has gained 10w+ readings, from the sales of Taobao stores, this time consumers are not buying.
The first image of this article is from pexels