Marketing short videos such as "exploring stores" must be labeled with "advertising", and become videos of traffic monetization channels | exploring stores | marketing short videos
"The package launched by this store is really worth it. Friends must come and try it when they have time." "The taste is amazing and the price is affordable. Aren't you still tempted?"
In recent years, all kinds of shop-exploring videos have become popular on the Internet. Many people, while enjoying the ability to see all kinds of online red shops with their fingers, also hope that these bloggers can help themselves "avoid the pit".
But the reality is that many so-called shop bloggers only care about their own interests, because they charge business fees, ignore the actual situation of the products, openly cooperate with the performance, carry out exaggerated publicity and even false publicity.
The "Internet Advertising Management Measures" that came into effect on May 1 this year clearly stated that if a video that promotes goods or services through experience sharing and other forms is attached to shopping links and other purchase methods, the publisher must clearly mark the video as an "advertisement". Recently, a short video of shop exploration released by a company in Hubei Province was fined 10000 yuan by relevant departments for not marking "advertisement.
"To explore illegal places outside the store field, traffic should also keep the bottom line." Liu Junhai, a professor at the Law School of Renmin University of China, pointed out in an interview with a reporter from the Rule of Law Daily that the release of shop content must comply with relevant laws and regulations. The publisher must abide by the Advertising Law, Consumer Rights Protection Law and other relevant laws and regulations, and must also clearly indicate the nature of ordinary shops and commercial advertisements, and must be responsible for the authenticity of their published content. If false propaganda deceives and misleads consumers, the relevant subjects must bear legal responsibility.
Shop exploration into a "flow realization" channel
A bad dining experience not only made Fu Zhaoyu, who lives in Xicheng District of Beijing, completely hack a blogger with millions of fans, but also made him lose trust in all kinds of video.
As a "lazy and greedy" eater, Fu Zhaoyu has always liked to watch short videos of food shops. In a batch of candidate lists, he chose a hotpot restaurant recommend by a favorite blogger and bought a package coupon through its short video interface.
The amount of food is small, the taste is average, and there is no service. The most important thing is that the coupon for the purchased set meal needs to be used after ordering enough 80 yuan dishes in the store... This dining experience is very different from the promotion in the shop's video, "This kind of store can actually make a blogger who has traffic so recommend?" fu Zhaoyu, who felt cheated, realized that what the restaurant had was not the ability to cook delicious food, but the "money ability" for bloggers ".
"If you are serious, you will lose." As an insider, Yoyo, a former shop blogger, often warns people around him like this. He knows that the water is very deep here, and many shop "experts" have already given up their original intention of making videos.
Shop exploration refers to bloggers sharing personal consumption experience and evaluating and recommend businesses or brands through live broadcast or video. Compared with "planting grass" recommend words and pictures, such short video forms are more intuitive, thus gradually becoming the current mainstream. Some Internet celebrities with high traffic and high influence can rely on their personal influence to allow consumers to have a higher degree of trust in the merchants or products they recommend, thereby affecting consumers' purchase decisions and achieving drainage effects.
"Netizens recommend, on-the-spot experience and real sharing. The original store exploration video was based on the word' true', but as more and more bloggers and businesses realized the traffic benefits behind this, the store exploration video began to change." Yoyo revealed that the current business model of shop bloggers can be roughly divided into three categories. The most basic is that merchants provide free catering services to bloggers. After the bloggers experience, they release the corresponding shop content on the platform and guide users to consume through location tags. The paid promotion mode can be divided into two categories. One is that the merchant directly pays the blogger a certain fee, and then shoots and publishes the shop exploration video according to the merchant's requirements. The second is that the merchant and the blogger cooperate to launch the corresponding package or coupon on the platform and attach relevant links to the shop exploration video. After the user purchases and uses it, the blogger can get a certain percentage of the commission.
Commercial orientation makes the shop become bloggers, businesses "flow realization" channel, "water injection" recommend, "fishing" shop phenomenon is not uncommon.
For example, a blogger with millions of fans once tried Zhajiang Noodles from the same chain restaurant twice in a row in his short video. When he tasted it for the first time, he complained that it was "impossible to eat" and "so expensive". The video released again a few days later changed its tone, praising it as "mother's taste" and "really not expensive". There are also shop bloggers who force their own traffic to replace overlord meals with merchants or require commercial cooperation.
Shop advertising to be explicit
A recent case has caused many bloggers to break out in a cold sweat.
Recently, a short video released by a company was fined 10000 yuan by the market supervision department of Huangshi City, Hubei Province because it did not indicate "advertisement. According to the relevant personnel of Huangshi market supervision comprehensive law enforcement detachment, a consulting co., ltd. in Hubei is an authorized service provider of a social platform. after signing a promotion agreement with relevant merchants, it is looking for "talent" to shoot a number of relevant shop exploration marketing videos for merchants and publish them after attaching links with goods. Because the word "advertisement" is not marked, it constitutes the act of publishing non-identifiable advertisements. According to the provisions of the Advertising Law and the "Internet Advertising Management Measures", the company was given administrative penalties in accordance with the law.
Article 14 of the Advertising Law stipulates that advertisements should be identifiable so that consumers can identify them as advertisements. Advertisements published through the mass media shall be clearly marked with "advertisement", distinguished from other non-advertising information, and shall not cause misunderstanding among consumers.
In order to regulate the behavior of talent shop exploration, Article 9 of the measures for the administration of Internet advertising emphasizes that if goods or services are promoted through knowledge introduction, experience sharing, consumption evaluation and other forms, and purchase methods such as shopping links are attached, the advertisement publisher shall clearly indicate "advertisement".
In Liu Junhai's view, these regulations clarify the responsibilities and obligations of Internet advertising publishers, and delineate the boundaries between interest sharing and advertising promotion. They not only reduce the cost of consumer screening, but also help protect the legitimate rights and interests of consumers. The regulatory authorities provide a basis for judgment.
Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the China Law Society, reminded that if the blogger of the shop normally publishes his personal consumption experience and does not engage in any interest exchange behavior that interferes with the judgment, it may not be recognized as an advertisement, but if the shop video is accompanied by a link to realize jump purchase, it is an Internet advertisement, and the publisher must mark the word "advertisement", otherwise it will be suspected of breaking the law.
Shop false propaganda must be held responsible
"To solve the chaos in the shop, first of all, the bloggers need to enhance their legal awareness. They should not blindly look at the 'money', but should be responsible for the content they publish and ensure the truth." Liu Junhai pointed out that when the shop video is shared in the form of an advertisement, the publisher is equivalent to the advertisement spokesperson. If false content is used or the merchant deliberately cooperates with the merchant to carry out false propaganda, such as concealing the price, exaggerating the efficacy, fabricating the conditions of use, etc., it is suspected of violating the advertising law., Anti-Unfair Competition Law, Consumer Rights Protection Law and other regulations, not only businesses must bear the legal responsibility for false propaganda, shop bloggers must also bear corresponding legal responsibilities when they know and should know that the propaganda content is false.
Regarding some bloggers forcibly "seeking cooperation" and other behaviors, Chen Yinjiang reminded that if they deliberately use false evaluations, malicious bad reviews or their own fan traffic as bargaining chips to claim benefits from merchants, they may be suspected of infringing on the reputation rights of merchants, and may also constitute the crime of extortion.
Reporters recently searched several social platforms for the keyword "shop" and found that a large number of videos with purchase links were marked with the word "advertisement" in prominent positions or with instructions such as "pure advertisement recommend shop. However, there are still some shop videos with product links that do not indicate "advertisements", and some bloggers evade them by publishing links in the comment area.
In this regard, Liu Junhai believes that the relevant platforms should also take the responsibility to strengthen the content review, especially to enhance the manual review link, for the clever name of the shop advertising for strict screening. In addition, the platform should not passively wait for the publisher to actively mark the word "advertisement", but should mark "advertisement" in its prominent position for content with obvious advertising nature or works with relevant links in the video and comment area, so as to fully protect consumers' right to know. At the same time, it is necessary to remind publishers of such content in a timely manner that for accounts that refuse to correct or have similar problems for many times, necessary treatment such as current restriction, work off the shelves, and titles should be taken.
"shop bloggers should not blindly consume fans' trust and word-of-mouth, while businesses should devote their energy to the quality and service of their own products. Netizens should also maintain a rational attitude towards shop evaluation. Once problems are found, they should protect their rights and provide clues in time." Liu Junhai suggested that we should further establish and improve the monitoring system of shop exploration advertising, timely discover and investigate and deal with illegal advertising acts in accordance with the law, at the same time, unblock complaint and reporting channels, introduce social supervision forces, and jointly standardize shop exploration behavior.
