The limit of microblog flow has been criticized by musicians! Behind the contradiction between algorithm and content, micro blog relies heavily on advertising mode, which is difficult to solve

category:Finance
 The limit of microblog flow has been criticized by musicians! Behind the contradiction between algorithm and content, micro blog relies heavily on advertising mode, which is difficult to solve


However, the microblog customer service responded: because the performance information mostly contains the diversion chain and shopping guide QR code, some of the blog posts are judged as marketing content by the system..

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This kind of situation is not accidental. After the old wolf made his voice, many people in the music circle said that they had encountered the same problem. Ye Bei, a singer, wrote: recently, similar situations have been encountered one after another. Performances and public welfare are all restricted.

As far as the topic is concerned, it is not limited to the frequency of discussions on the platform. What makes many content producers and ordinary users feel puzzled and puzzled is, as an open social media platform, how does microblog itself act between recommendation algorithm and content dissemination?

From this, old wolf just sends micro blog accusation. A stone aroused thousands of waves, many musicians forwarded and commented on laolangs microblog, and expressed their dissatisfaction one after another.

In fact, the discontent and accusation of musicians did not break out in a moment. Zijian, a member of the hedgehog band, has complained about this phenomenon on Weibo for many times this year, saying that the flow of several microblogs released by him has been limited. In order to let more fans see the tour information, he has also bought the fan headlines, but still faces the situation that the icons for forwarding, commenting and praising turn gray.

In addition, the reporter noted that fans of Wu Qingfeng, Zhang Xinzhe and other singers have expressed their dissatisfaction with the current restriction on microblogs for many times.

Not only musicians, but also the founder of nut livehouse also said that as the lowest unit of the music pyramid and the most basic cradle of musicians, the microblog information of livehouse has been limited by microblog all year round, which directly affects many small and medium-sized musicians touring.

As a matter of fact, musicians and fans have been restricting the flow of music for a long time. They have no choice but to take some special measures. For example, the wild childrens band sets the tour information to the top, and some musicians will mosaic the QR code in the publicity poster or put the QR code and the ticket chain in the comment area to prevent shielding.

After a number of musicians collectively responded to the common phenomenon of microblog flow restriction, on November 22, microblog customer service said in response that, in order to regulate the release of marketing content in the microblog platform, protect the legitimate rights and experiences of users, and promote the healthy development of the business ecology of the microblog platform, the station, in accordance with the advertising law of the peoples Republic of China and the Interim Measures for the administration of Internet advertising, said in response that, All along, the marketing content that affects the user experience has been supervised and disposed. In particular, the content related to commercial brand rights and interests, or the diversion and shopping guide outside the station should be managed. Because the performance information mostly includes the guide chain and the shopping guide QR code, some of the blog posts are judged as marketing content by the system.

As for the basis of microblog flow restriction, Article 4 of Chapter 2 of marketing information management of measures for business conduct of microblog shows that illegal marketing management. For the purpose of marketing, publishing content, selling products, providing services, publicity and promotion on the microblog platform are regarded as marketing behaviors, and the station will strictly manage them. For the marketing behavior that affects user experience and disturbs the order of microblog community, the station will strictly deal with it. The main performance is as follows: (1) the behavior that affects the user experience or is reported by users, and its nature belongs to marketing promotion, will limit the exposure of its single microblog.

After being Besieged by musicians, microblog music said it would release a new support plan for musicians.

Although this response seems to have temporarily calmed down the storm of music peoples collective criticism, doubts about the current limit of microblog are still continuing on the Internet, and more questions come one after another. For example, do musicians need to join the new musician support program to get support from resources? In the future, will the microblogs with QR code posters and ticketing links on platforms like Xiudong and barley still be limited?

For the above two major issues of great concern, international finance reporter interviewed the micro blog.

However, the microblog did not give a positive response to this, only told the reporter of the international financial news that microblog has been committed to making musicians get a better use experience on the platform, provide multi-dimensional support for musicians, and jointly promote the healthy development of the industry. It has also been the most important platform for music publicity and concert publicity. For example, during this years epidemic, offline concerts and other activities were forced to be suspended. Microblog also explored and opened up the mode of online concert with musicians. Microblog music is about to release a new support plan for musicians. It will help musicians perform and works with billion resources, promote offline music activities, help new musicians, create a better music soil and environment, and do our best to protect and escort musicians.

As a commercial company, the realization of traffic through advertising is the main business mode of microblog. Article 32 of the micro blog community Convention stipulates that advertisers and advertising operators can choose different commercial products for advertising according to their own needs. And in accordance with the relevant laws and regulations, signed a written contract with microblog and assumed corresponding legal obligations.

Industry people call this practice pay protection fee. A person who is engaged in media delivery in an advertising agency told the international finance news that, as a rule, paying the protection fee will not be restricted.

According to Article 33 of the micro blog community Convention, if the marketing information with advertising nature is released unilaterally without the commercial product channels provided by microblog, and the marketing information is not registered and filed according to the requirements, and does not have the identifiability required by Internet advertising, the station will screen and restrict the display of such information according to the user complaints or other means And so on.

Regarding the rationality of microblog flow restriction, Han Xiao, a lawyer from Beijing Kangda law firm, said in an interview with the reporter from the international financial news that it is in line with the purpose of maintaining the health of Internet network information to deal with marketing information on microblog. However, in practice, there are defects in the identification of marketing information and unreasonable standards for information flow restriction Sex. One is that normal information is improperly identified as marketing information. For example, some musicians normal performance arrangement information and music sharing information. Microblog should not only be judged as marketing information because of the commercial nature of the bloggers blog. The definition of marketing behavior in microblog community convention needs to be further refined and clarified. Second, microblog is not only a commercial subject, but also a public social platform. It should allow the free dissemination of normal legal information, and moderately relax the control of microblog flow restriction.

As the most open social platform in the Chinese Internet, microblog has hundreds of millions of users. It is unrealistic to check whether there is marketing information in the blog articles by hand. However, at the same time, the identification and screening of algorithms often make users feel confused. For example, if a musician reflects, just sharing a song or a public welfare activity will be judged as an advertisement.

In Lin Bos opinion, the algorithm recognition of microblog is very simple. It can only identify whether there is an external chain or a QR code image in the blog post, and it will not deeply identify whether the content of the blog post is music or public welfare.

Behind the contradiction between microblog platform and users about whether the content belongs to marketing information, once again exposed the problem that microblog heavily relies on advertising revenue.

According to the microblog financial report data, during the three years from 2017 to 2019, the revenue reached US $1151 million, US $1715 million and US $1766.9 billion respectively. Most of the revenue came from advertising and marketing, mainly from third parties, Alibaba, Sina and other related parties. In the past three years, advertising and marketing revenue accounted for 86.67%, 87.24% and 86.6% respectively. Other revenue came from value-added services.

Whats more, the sudden outbreak of the new crown has a huge impact on the advertising industry. According to media reports, WPPs advertising agency GroupMs mid-2020 Global Forecast report shows that global advertising industry spending will fall by 11.9% this year, compared with an increase of 6.2% in 2019. According to the global advertising trends report released by the world advertising research center (WARC), Chinas advertising spending will increase from a positive 5.3% to a decrease of 6.1% to 568.5 billion yuan in 2020.

This situation is not good news for companies like microblogging, which are not heavily dependent on advertising revenue. From the financial report, in the first half of 2020, the revenue of microblog advertising and marketing decreased by 13.46% year on year.

Users attention is being snatched away by live broadcast and short video platforms, but at present, microblog has not created a product as successful as microblog. Kuang Yuqing, founder of lens company, a third-party research institution, told reporters that microblog lacks flexibility and innovation in traffic management, and its essence is a social platform, and the operation mode of the platform is nothing more than traffic acquisition and flow realization. Tencent relies on social networking to obtain traffic. It harvests and realizes traffic through advertising, games, finance and investment. Microblog also relies on social networking to obtain traffic. However, the realization method basically relies on advertising. They failed to successfully develop tools and products to realize the realization of traffic from other aspects, and the product capacity is relatively weak.

After the current restriction again and again, as the musician Zhou Yunpeng said, its a big deal not to play Weibo, many users mentality is changing.

Lin Bo told reporters that Weibo had previously released an information flow optimization plan. If a user often interacts with a blogger, the content of the blogger will be more recommended to the user. On the contrary, if the interaction between the user and the blogger is reduced, even if the attention is not cancelled, the user is not able to brush the content of the blogger frequently in his timeline. Not every content creator can make money, a lot of it may be generated for love. In Lin Bos opinion, this information flow optimization plan is actually a current limiting plan in a certain logic, which will hit the creative power of creators. Over time, it is difficult for some accounts with good content quality to persist.

Ding Daoshi, an Internet industry analyst, told the international financial news that the information cocoon room and other issues caused by information flow have been discussed for many years. Not only microblogs, Baidu and todays headlines have also attracted verbal criticism. Behind these situations, the platform unilaterally pursues traffic and hits, and makes special recommendations for some content that attracts attention Users watch to strengthen the recommendation, so as to achieve traffic burst, and then achieve the purpose of commercialization. This approach is a double-edged sword. After understanding the rules of the platform, many number making parties specialize in producing content that can attract attention and be easily captured by the platform. On the one hand, the flow has increased, but on the other hand, the quality of the content has also declined, especially for the elite. According to Ding Daoshi, it is difficult for the platform to achieve both goals. If the platform wants to develop, it needs traffic. After all, it will be favored by advertisers only when the traffic increases. From the economic perspective, it is beneficial, but it is bound to have a bad impact on the word-of-mouth level. Reporter Cai Shumin editor Shen Yujie responsible editor Bai Yanbing_ NF5619

Ding Daoshi, an Internet industry analyst, told the international financial news that the information cocoon room and other issues caused by information flow have been discussed for many years. Not only microblogs, Baidu and todays headlines have also attracted verbal criticism. Behind these situations, the platform unilaterally pursues traffic and hits, and makes special recommendations for some content that attracts attention Users watch to strengthen the recommendation, so as to achieve traffic burst, and then achieve the purpose of commercialization. This approach is a double-edged sword. After understanding the rules of the platform, many number making parties specialize in producing content that can attract attention and be easily captured by the platform. On the one hand, the flow has increased, but on the other hand, the quality of the content has also declined, especially for the elite.

Reporter Cai Shumin