In 2020, the development of China's mobile Internet has not been affected by the epidemic, but will develop in a more mature and stable direction. In this process, a short video form that combines text and audio appears. It uses seconds as the time unit and uses mobile phones as the basic equipment for shooting and video editing, which can achieve real-time shooting without geographical and time constraints. Short videos meet the expression and sharing needs of users of all ages, and provide users with a more intuitive social communication platform.
Compared with the traditional video mode, short video has the characteristics of low production cost, fragmented dissemination, fragmented production, and extensive participation. Nowadays, some smart phones have the pixels of professional SLR cameras. Take a picture and share it directly on social platforms. This video may become popular inadvertently. Because of this, more and more people are jealous of the benefits and release some fake grass-planting videos by all means, just to win attention.
Xiaohongshu's past to the present
Seven years ago, travel websites such as Ctrip and Mafengwo were very popular, but at that time there were few shopping guides and route guides that were closely related to travel. So Mao Wenchao, the founder of Xiaohongshu, discovered this Blank Market, he and his friend Qu Fang founded Xiaohongshu in 2013. At first, it was mainly based on community content sharing, from sharing travel, beauty, personal care, to sports, home, food and other content, and guiding users to conduct transactions. Today, the monthly live data of Xiaohongshu exceeds 100 million, and the daily exposure of notes has reached 8 billion.
Nowadays, multiple e-commerce platforms are swiping orders. When you go to the comment section, they are all false evaluations. There are examples of consumers being deceived everywhere. And Xiaohongshu went from content to e-commerce. With more and more users and increasing influence, many unscrupulous merchants appeared. In addition to entering the platform in official form, they invited KOLs to promote their products. , Under the banner of amateur sharing, disseminate false content on a large scale.
You must know that what consumers are now afraid of is not the high price, but the misnomer and the wrong product. On September 23, Xiaohongshu officially launched the "Woodpecker" plan, a special campaign to crack down on false promotion in the community, and through the double carpet investigation of "multi-dimensional algorithm model + manual review", covering all notes on the site, including historical stock notes and In the future, new notes will be added, and serious violations will be dealt with by the cut-off and ban, "Xiaohongshu is really playing this time"!
Implementation of the "Woodpecker" plan
1, to solve user pain points
Xiaohongshu's rapid rise, the biggest reason is truth, users share their real experience on the platform, and viewers choose to plant and weed. Nowadays, Xiaohongshu has become an irreplaceable lifestyle platform and consumer decision-making portal for young people with its authentic, upward, and diverse community atmosphere. On the morning of September 28, the founder of Xiaohongshu Qu Fang stated at the China Internet Media Forum that the content category of Xiaohongshu is expanding, and a complete closed-loop business ecosystem has been established from planting to weeding. The false promotion notes in the
platform cannot guarantee the authenticity of the information, which seriously affects the experience of community users, interferes with the judgment of users, and even affects the business ecology of brand cooperation. Some media once pointed out that the black-and-grey industry chain of Xiaohongshu's note-writing and distribution is serious. Even if it is false, the "black writers" can still "write the dead." To this end, Xiaohongshu established an independent security team and started a long-term battle with the black industry. The "Woodpecker" plan this time also aimed at false promotion and solved the biggest user pain point in the community.
2, unprecedented strikes
as the industry’s first “grass planting” platform, Xiaohongshu is a content marketing channel that many brands attach great importance to. Once new products are launched, content cooperation with celebrities, internet celebrities and amateurs has become The idiomatic style of many brands. In order to find a shortcut, some brands or agencies will find people who are not qualified to post false content, or bypass the platform reporting rules, and blend "private orders" with bloggers... These bad behaviors have always existed , So that Xiaohongshu, who has never stopped managing the community ecology, made up his mind: to stop false promotion! The strict management of
this time includes: a comprehensive investigation of all notes posted on the entire site, including historical stock notes and future new notes; clear crackdown on community false promotion notes, and strict handling of all kinds of false marketing content;Cut off and delete notes suspected of false promotion. In severe cases, they may be banned; double review of "multi-dimensional algorithm model + manual review" is adopted; no specific number of attacks and time limit are set, and it will be implemented for a long time; Any role is within the scope of governance, whether it is a celebrity, an Internet celebrity, KOL, or KOC, the same policy applies.
Concluding remarks
In the eyes of people who are accustomed to "wild roads" and "taking loopholes", the clear regulations and special management of the Xiaohongshu not only protect users and content on the stage, but also perform social responsibility. Let false promotion information have no loopholes to drill, reduce the intermediate chain and uncertainty of cooperation between the platform and creators, encourage the growth of high-quality creators, foster outstanding individual creators, and support professional MCN institutions. This is the truth of the "Woodpecker" project purpose.
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