Net Red Brush Data? I Can'T Say "Black Eat Black".

Today, micro-blog's largest MCN colony is accused of data fraud. The three participants in the event - advertisers, hives and micro-blog stations - deserve to be tucking away.
But simply summarizing the matter as "someone wants to deceive the IQ tax, the result is cheated by a bigger new media swindler". In many cases, we will stop thinking further.
We can not obscure the focus of the whole event because of the problems of micro-blog station and advertisers.
　 Event passing
A Taobao shop paid for the big V "Zhang Han Han YuHan" with 3 million fans under the colony to shoot a Vlog for them. The vlog has played millions of times, forwarding and commenting thousands of good data, and many people in the comments say they want to buy or have placed an order. However, when the advertiser inquired the background sales volume, he found that the actual purchase volume was 0, only two people received the coupons, and it was the bee colony's own staff.
When the advertiser disclosed the matter, he said that the "matrix transmission case" ordered by the colony was 1 million yuan, but they decided to pick one of them. The article didn't mention how much they actually paid.
Micro-blog's official and hive response showed that the cost of distributing micro tasks on micro-blog's official platform was 3070 yuan, the cost of making films on the hive was 28500 yuan, and the total amount of cooperation was 47500 yuan.
The advertising films mentioned in the article can not help wondering whether the price of 28500 yuan is too high. As for the remaining nearly 16000 yuan of the cooperation fund, its purpose is unknown, and it is not excluded that it is used to purchase the third-party traffic service.
According to the advertisers' posting, they found a total of 300 thousand clicks, 10 thousand forwarding and 2000 comments, which required less than 1700 yuan.
　　 Responsibilities of microblog station and advertisers
The three participants in the event - advertisers, hives and micro-blog stations - deserve to be tucking away. In terms of microblog platform, there is a suspicion of oversight. People have linked this matter with Wang Sicong's e-Competition lottery, "all the winners are girls", and questioned the credibility of the whole platform.
But in this incident, micro-blog's responsibility should be said to be relatively minimal.
Because in the original micro-blog click, comment and forwarding can be a bit more difficult, with real people to do the task, it is impossible to guard against. In the early days, even if the behavior of "female bloggers" is no longer like a machine, they can't be covered by algorithms, because they are real people.
Of course, some people are going to investigate the role of this wronged money and make a big mistake. The conclusion is that advertisers also have some problems.
It sells the "E flying pen" and "E Fei Gong Bao" have the suspicion of exaggerating propaganda. Its claims of "using it to open the meridians and acupoints of the human body, activate the self-healing potential" and "relying on the light energy technology, introducing the vibration light wave energy, accelerating the blood circulation" have no scientific basis.
From this, it is not hard to imagine that the media will be excited to announce "equal reversal" and "black eating black", and spectators will also say, "neither side is a good thing."
But what happens next? People will lose interest in it because the victim is not a "perfect victim". In a few days' time, the matter will fall off the stage and people's attention will be occupied by other hot spots.
This is wrong. We should not blur the focus of the whole event because of the problems of the microblog station and the advertiser.
　　 The problem is always to brush the data
The problem is always to brush data, and it is always the advertiser's cost of marketing that has brought about a total sales of 0, which is not changed because of the false propaganda of the things to be sold, not because of the way in which data is brushed.
Just imagine, if the bee colony uses real people instead of machine brushes, it will cost a great deal of money to exchange for pure manual clicks and forwarding, but it still remains the 0 deal. Will there be any change in the quality of the event? If the advertiser only sells warm baby with the same effect of soothing dysmenorrhea, it may just be a customized cultural and creative product, and the result of finding online red belt goods is 0, will there be any change in the nature of the event?
Look back at that Vlog commentator below. They replied that they wanted to buy and place an order, but there was no data in the background. Don't they know what the meaning of "already placed an order" and "arranged"? Are they learning fake Chinese?
I even feel that if the colony really sold the 1 million yuan whole case package, it would be totally possible to take a piece of it and act as a customer to buy some products, so as to prevent the embarrassment of today's 0 orders. Because I checked this item for 499, and spent tens of thousands to make hundreds of orders, which would not make the enterprise angry to the extent of the article.
Maybe it's just because the final transaction price is only more than 40 thousand. If you still get a little income, you can't get rid of it. In response, the bee colony said: "the company does not promise to guarantee any conversion rate issues, and the delivery effect depends on various factors such as products, content, etc."
But the problem is here: if there is no problem with the launch itself, it is simply because the advertising products are not good, the quality is poor or the propaganda is false. Then you will see comments when you are under micro-blog.
If you read the comments below the micro-blog, you get the suspicious tone of your head up. It seems that the little sisters are discussing with each other whether this stuff is going to work or not, and others say it's a lie. So many of these are full of complex remarks, which may be a real fan group that has not been whitewashed.
In fact, micro-blog has developed a special label for these big V -- "iron powder". If it is an interactive normal and healthy number, users who regularly participate in reviews will have this "iron powder" mark, and most of the time is "iron powder" comment being put up.
In the historical micro-blog of @ Zhang Yu Han YuHan, some of the frequently interacting micro-blog accounts seen in "iron powder" may find some unusual actions of "cooperative operations".
What's more, if she has fans who are real people, if they are convinced that the product is having problems, they will even question this big V herself and even the platform's interests. If the platform is worried about such a situation, from the very beginning, they should strictly examine the qualification of the manufacturer, or indicate the responsibility of accident in the contract.
Based on the current chatting records, the platform side only explained the effect of their previous commitment, and did not involve auditing the qualifications and information of the advertiser.
MCN can achieve maximum results.
Of course, we should pay attention to why the commodity known as the "IQ" tax, the existence of the hall and the land of the emperor and the money to advertise. But this is not uncommon: some incredible advertising products exist in almost every medium we can encounter.
Some time ago, I opened a tool to help the media choose advertisements, and found that most of the items on the list were tea sets, local non brand name liquor and beauty products.
In a small self help lottery program that anyone can launch, a little extra cost can be used for "home page". Results the most active businesses on the front page were "AJ barbed", "coconut", "Vance classic low band" and watches, lipsticks, women's clothing. (all of these!)
There will be "300 thousand watches selling only more than 2000" and other cosmetics that do not match the board.
If you turn on the TV, you will see home furnishings in Shanghai TV station, Huanghua pear furniture on the Beijing platform, old shoes on CCTV opera channel, and water purifier on the recording channel, which is "free trial for 15 days without changing the filter element". Oh, there's jade. (I didn't say any drug ads - I dare not say).
If you really want to say "IQ tax", in many cases, you can find signs that are qualitative enough. At least, even if it's not a fake, if you use the same money, you can buy better value products, and even you pay enough for two things for the same thing.
There are two kinds of situations. One is to throw money hard and increase advertising as much as possible, which will eventually be reflected in the selling price. One is to spend money on major events and use clever channels to lever sales.
Micro businesses, short videos and goods are all inclined to the latter. If they want to make a hammer deal, they will be vaporized after they are sold out, or if they change numbers, consumers will have nothing to do.
A businessman selling so-called "vibrational light wave energy" is not the most vulnerable person in the event. It is the suspicion that the MCN organization that it exposes and extends and has the brush data. It is the whole event that should be taken seriously and the biggest focus.
Moreover, the MCN effect of this incident has been targeted for rectification. It can also play a double role in making micro-blog and other platforms clean and clear, so that advertisers can be screened strictly by MCN.
We should continue to focus on this focus. Simply summarizing the matter as "someone wants to deceive the IQ tax, but it has been cheated by a bigger new media swindler". If we just come to this conclusion, in many cases, we will stop thinking further. This does not help solve problems and future prevention.