The State Administration of Market Supervision should strictly check the network red goods
Editor’s note: This article comes from the WeChat public account “Entertainment industry” (ID: yulechanye), author ko1.
One million advertising costs, the result is 0 traffic conversion?
A lot of people’s circle of friends today was called “Zombie Stage Play” directed by a new media giant. It really restores the scene. The fuse: a video that bursts red all night, our traffic is 0!” The article has been screened. Entertainment sir simply talk about the ins and outs of things, is a startup company through the MCN organization bee group culture has microblogging fans 3.8 million red people @张雨晗YuHan launched an original vlog advertising video, the result is video hundreds of thousands of views brought It is a traffic of almost zero, and the number of transactions is also zero.
To put it bluntly is the microblogging KOL in the eyes of the outside world, with hundreds of thousands of millions of video views, comments and other data are brushed out.
With the fermentation of the event, the startup company that broke the news was also a liar company. The Weibo platform and the bee colony culture involved have also responded one after another. Weibo said that the account was originally offered to promote the commercial content on the Weibo platform at a price of 3070 yuan, and suspended the commercial order function of @张雨晗YuHan. In the statement of the bee colony culture, the total amount of cooperation is 47,500 yuan, including the direct cost micro-task cost of 3070 yuan, and the blogger’s production and content original cost is 28,500 yuan.
And through this matter, we not only perceive the deep water that KOL puts in, but also the dilemma of Weibo.
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In December 2012, Sina Weibo registered users who had been born for three years exceeded 503 million, and the number of daily active users was 46.2 million, of which 75% of active users logged into Weibo through mobile terminals. Weibo’s success on the mobile Internet has attracted the attention of many brand customers, and many Weibo grassroots accounts have earned a lot of money by advertising. But this hasn’t had much to do with Weibo for a long time.
In October of this year, Sina Weibo launched the “micro-task” platform, which wants to get a piece of cake from Weibo. If you don’t receive the account through micro-task, you can’t post commercials with external links. contentAnd face the risk of current restrictions and bans. Sina Weibo is divided into 30% of the amount of advertising transactions. Microtask at the time
It is regarded as a “life-saving straw” for the commercialization of Sina Weibo.
For many microblogging large, this means that the hard earned advertising fees have to be taken away by Weibo. “Now the microblogging has changed from 30% to 50%, and now almost no money can be earned through micro-task orders,” said a microblogging director. Therefore, it is not difficult to understand why the bee colony culture actually charges more than 40,000 yuan, but quotes more than 3,000 yuan on the micro-task, so that it only needs to give the micro-task 1500 yuan. Otherwise, it will be taken away more than 20,000.
In the face of the rise of short videos, users spend a lot of time being cut by fast hands and vibrato. According to Weibo’s second quarter financial report for 2019, its latest monthly active users were 486 million, net revenue was 432 million US dollars, and advertising and marketing revenue was 371 million US dollars, up 0.2% year-on-year.
Users’ loss directly affects Weibo’s large traffic. Weibo KOL can only rely on brush volume to maintain false heat in order to attract advertisers. For the MCN organization, most of the short video will be transferred to the vibrato, fast, high traffic, and it will be much easier to make money. For example, the vibrating star map platform charges a 5% service fee.
Institutions with poor transformation can only survive on Weibo. The problem of microblogging fraud is not a day or two. If it is not too big, Weibo does not need to interfere too much. If you think about it, the bee colony culture may not receive advertisements, which is equal to micro. Bo also has no advertising share. In addition, once the survival of Weibo King is difficult, the content ecology of Weibo is affected, and finally, more users leave.
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In fact, if @张雨晗’s vlog ads are not brushed, the price of 4-5 million is the normal price of the market. Like on the vibrato, the account with three or four million fans is almost the same. range.
But many MCN organizations will not accept the other party’s requirements for sales conversion when they cooperate with customers. “The brand pursues more exposure. When they choose an account, they will have their own measurement. No. There is a special exposure number.
The vertical exposure is generally not high, but the conversion rate will be high. The amount of exposure is high and the conversion rate is too high. Too rare is too expensive. You can see that Li Jiaqi has a price of almost one million, which is not a sales share. “The founder of an MCN organization told the entertainment industry.
The amount of exposure is nothing more than the amount of video viewing, praise comments and other data. In fact, the data of the vibrato, fast hands can also be faked, the entertainment industry has found several such businesses on Taobao, 5 dollars can be brushed 500 likes, real people like the price is higher.
But according to the founder of the MCN organization mentioned above, if mcn’s own account is brushed, the vibrato will be monitored, the small account will be blocked, and the big company will be cleared out of the mcn organization. “I will see It’s been a long time since a large company was blocked by a vibrating seal. The vibrato is still very strict in this respect, and may be related to their algorithmic advantages.”
In the response to the bee colony culture, there was also a lack of promised conversion rate. What the startup company obviously wants is a real transformation. In fact, there are so many red people who really have the ability to bring goods from Li Jiaqi, Wei Ya to Sanda. “
If the goods are so good, many MCN organizations have long been doing e-commerce.” A short video industry source said that supply chain, selection, live terminology, etc. are all issues that need to be resolved. Important, fans trust you to pay for the product.” In his opinion, what kind of products are like the bee colony culture, the price is high, the key is nothing to use is equal to the self-selling signboard, it is more difficult to drive the fans to buy behavior. p>
With the advent of the double 11, the fast-handed, Taobao, and vibrato are all waiting in the live broadcast, ready to create a new record of the goods. Coincidentally, today, the State Administration of Market Supervision has made a heavy blow to the illegal activities of net red food, and illegal acts such as “single bills” and “false comments” will be investigated and punished. The sword of Damocles is still falling.