How Does The Little Red Book Restore The Institutions And The People Behind The Shelves?

77 days later, last night, the little red book App officially resumed the shelves.

As soon as the news came out, it quickly exploded in the new media circle. A small red book co operated with MCN's business broker for the first time to send a circle of friends, saying that he was happy to run Big Ben, "friends circle was over the party", and a colleague was more concise -- "double eleven Chong".

Judging from the current situation, the small red book App has been restored to the app store in OPPO, vivo, application treasure, Meizu and so on. In the next few days, it should be able to stand on the shelves of the major application stores. This means that the rectification of Xiaohong book has been completed.

Looking back on this period of time, though it can not be downloaded normally, the business of bloggers, MCN and advertisers of Xiaohong book has been fluctuated one after another, but they are still in progress.

There are even small red books App downloading tutorials and business on behalf of the market. There are several small red book App named "Xiaohong book" and "Xiaohong mall" and so on. In every major application store, App has once boarded the top ten of App Store free list.

Back to the problem most people are most concerned about -

Over the past 2 months, how are those institutions, bloggers and advertisers working closely with Xiaohong book? How will the auditing mechanism of the platform change? Will there be any change in the budget of the small red book? How will MCN organizations adjust their bloggers' planning and management?

With these questions, we found some small red book bloggers, MCN agencies and advertisers, so as to listen to what they say.

　 01 Xiao Hong Book blogger: "official audit is obviously more stringent, and fitness bloggers are more affected."

Xiao Hong's official cooperation with MCN thousand thousand faces operation Hai Ping said that during this period, they obviously felt that the official control of content was more stringent.

"There are fans who ask why the collection notes can not be seen. We suspect that this may be a comprehensive content audit of the platform. Not only is the newly uploaded note, but it is a review of what has been published before. "

A little red book gourmet blogger said that now she would check the prohibited words in advertising law before publishing. She thought that the examination time was too long, probably because the banned words appeared in the notes, which was detected by the system.

It is understood that according to different content, the audit time of the platform is also different. Among them, the impact of fitness bloggers is relatively large. "After consulting the official, we get the argument that we should try not to give close-up shots."

In addition, there are also small red book bloggers that "the flow of notes during the next shelf is unstable". Some bloggers are starting to reduce the frequency of updates, and others are considering developing other platforms.

During the rectification period, the feedback from the bloggers is also generally reduced.

The "beauty ballet" hot pot describes her recent situation with "bald head". "Basically, there is no business list in the first few months, and it may not be enough for the company. Recently, close to double eleven is only a little better."

However, there are bloggers instead of breaking through bottlenecks in this period.

Little red book blogger Zhao grandpa currently has 298 thousand fans, most of which are lipstick colors and makeup tutorials. Until the end of August, she shared a few notes on the cute little make-up. The number of points from the original several hundred rose to several thousand or even tens of thousands.

According to the account, the account rose 250 thousand from the end of August to the beginning of October, and the number of Zan and collection increased by 700 thousand. "Small red book shelf is not necessarily a good thing, the community is more and more standardized, I will continue to do the following content, share what I like and use."

02 the MCN organization: "the original advertisement is in short supply, and now there is only 3~4 single".

"The most obvious thing is that the budget of the brand is reduced or even reduced by half." A few days ago, a number of people from different MCN agencies said that the impact of the small red book shelf on the MCN institutions relying on platform advertising revenue is not small.

A MCN organization business hee hee said, because during the rectification period, many small and medium-sized brands took a wait-and-see attitude, coupled with the threshold of brand partners to raise, the market price of KOL rose as a whole, resulting in advertisers not enough budget to launch, "at the same time, big brands are also compressing the budget of small red books."

There is also a small red book cooperation MCN sales director, said: "some of the original KOL advertising cooperation in short supply, now only 3~4 single month."

The anxiety of institutions and bloggers is obvious when facing the platform. In this process, there are many commercial considerations, considering the development of multiple lines, the expansion of other platforms to make alternative, and some agencies do the opposite and consider expanding the number of contracted bloggers.

Zhao Renyuan, founder of poly micro media, believes that during the rectification period, although the number of customers dropped and it could not be downloaded, it led to a decline in fans' activity. But he still had a positive attitude. On the one hand, he said he wanted to "run on two legs" to avoid risks from a commercial perspective, and on the other hand, he insisted that deep tillage should be carried out.

"It can rush out on this platform, and it is related to all aspects of consumption upgrading, and the KOL fans stickiness and market recognition on the platform are always the same. From the perspective of consumption upgrading, this is definitely a platform worth long-term deep tillage.

　 03 advertisers: "Xiao Hong is still the core platform, so long as we live there is market value."

After the little red book was put on the shelves, we also found a well-known brand side, the other side thought that the brand adjustment to the little red book did not change significantly.

"No matter how small the red book is, the main platform is double micro + small red book, so at least half a year, Xiao Hong is the core platform. But I don't know what else will happen next. Capital game, mainly it is still alive, there is a flow, then there is market value.

In addition, the industry also mentioned that "in fact, the number of brands in the small red book budget will also be adjusted according to the strength of competing products on the same platform."

04 platform: "audit team expansion of two or three batches, never put one wrong".

The little red book itself did not stop the pace of change.

According to Phoenix technology news, recently there are small red book insiders said, compared with the user's notes before the shelves are not all the audit situation, now, the audit team has expanded enrollment of two or three batches, now every user released notes will enter the audit process, first machine audit, and then manual audit.

"The most important thing for teams to do is to tighten their nerves at all times and never put them wrongly," the insider said. "Sometimes a few days will be sealed."

As a well-known "grass planting community" with a total number of registered users of 300 million, Xiao Hong should indeed be more cautious. And from a long-term perspective, a short shelf may not be a good thing.

As some colleagues say, no Internet platform can be "barbaric" forever. This reform is like a small exam in the Xiaohong book.