"Foresight" Behind the new round of heavy blows against "fake masters": Human-based IPs usher in an era of strong supervision
2024-08-13
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Topics of this issue:"Former senior executive of a well-known company", "strategic planner of a Fortune 500 company", "emotional godfather who successfully saved 300 families", have you ever seen such "masters" on short video platforms? Now, their "masks" may be torn off. Behind the heavy blows of short video platforms against "pseudo-masters": IP with humanized personalities ushered in the "era of strong supervision".
Recently, the Central Cyberspace Affairs Commission issued a notice: launching a new round of "clear and bright" actions across the country - focusing on rectifying five types of chaos in the field of online live broadcasting, including false personalities, false scenes, and unscrupulous marketing. Among them, the rectification of false personalities and pseudo-experts will strictly screen the qualifications, service qualifications, professional backgrounds, etc. of relevant personnel and institutions, and strictly deal with illegal accounts.
The "Research Report on the Development of China's Internet Audiovisual Industry (2024)" shows that the number of short video users in my country has exceeded 1 billion. With the improvement of online commercial consumption and life services, the short video space has become a "virtual mirror space" of the real society. More and more people are trying to step into the center of the stage, express themselves, and compete for traffic. As more and more "masters" and "experts" emerge out of thin air, public opinion risks and business ecology are constantly eroded.
For example, the so-called "emotional expert who saved 300 families and helped 3,000 people find their way out of being single" uses social focus to express extreme views and confront gender conflicts - using "black fans" to attract scolding and earn traffic, and using the trust of "red fans" to sell courses or collect consulting fees; some "high-end emotional experts" claim to "screen traffic" and openly organize "clearly marked" blind date bureaus: 20 people in each bureau, and the threshold is "women with a net worth of 10 million, young and beautiful, and men with a net worth of 30 million." Both parties must undergo capital verification, men pay for blind date bureaus and women are free, and they have to pay service fees to the emotional experts who "organize the bureau." Invisibly, they promote the "transactional nature" of marriage and love relationships and instill in young people the idea that "if you want marriage, you have to make money desperately, even by any means necessary."
"Emotional Master" organizes events for "high-value" men and women
Some people who claim to be "successful IP experts who have incubated multiple accounts with millions of followers", "former senior executives of Fortune 500 companies", and "investors and strategic planners who have helped 10 companies go public" usually share their professional experiences and success stories and express conflicting views. Their ultimate goal is to allow people who can pay to enter "private board meetings and business circles" or purchase expensive incubation services and private coaching courses.
One user spent hundreds of thousands of yuan to buy IP creation services, "but ended up with only 250 followers after a series of aggressive operations." The user cursed the "master" for deceiving people and demanded a refund, while the "master" accused the user of being dull and taking no responsibility.
"Founder" and "Traffic Expert" are prevalent on the Internet
These "experts" and "masters" use conflicting and curious content to quickly gather traffic, but the authenticity of their positions and performance and the effectiveness of their service cannot be guaranteed, causing invisible damage to the public opinion environment and the platform's content ecology and business ecology.
Short video platforms: Crack down on “fake experts” based on their own traffic characteristics
Therefore, in terms of combating "fake experts", mainstream platforms and regulatory authorities have formed an unspoken agreement. Each platform has focused on governance based on its own traffic characteristics, user characteristics and main business. In the "Announcement on the Governance of Fake Personalities" released by Douyin, the key words are combating "experts" and "masters" who cannot be verified, and penalties ranging from banning to suspending accounts will be imposed. Specifically, they include:
(1) Unverifiable professional achievements, such as “famous teacher in the five-year college entrance examination essay writing group”;
(2) The identity of an executive whose identity cannot be verified, such as “director of a large company, head of an association”;
(3) Unverifiable career achievements, such as “successfully helping five companies go public”;
(4) Self-promotion and “vague titles” that cannot be verified, such as emotional guru, spiritual companion, etc.
Douyin officially announced four types of "fake personalities" as key targets for crackdown
Kuaishou has made regulations on "pseudo-masters" and their behaviors, such as publishing extreme views and false facts that hype social hot spots; setting "controversial topics" to attract clicks; and bad personalities that violate public order and morality, such as showing off wealth, and profit-making behaviors generated by the above behaviors. At the same time, the "author statement" function has been opened to prevent users from being misunderstood by "professional opinions" generated by AI.
Kuaishou focuses on cracking down on the "behavioral characteristics" of fake personalities
Video accounts have previously launched a special campaign to "crack down on fake identities," focusing on accounts that impersonate professional identities such as government officials, authoritative doctors, veteran Chinese medicine practitioners, investment experts, hosts, and other professional identities, as well as marketing activities conducted based on these identities.
Video account launches crackdown on "false reporting of specific professional identity"
“Personality-based” IPs face an era of strict regulation: How do “real masters” label themselves?
In the long run, from regulators to platforms, why should we continue to crack down on "pseudo-experts"? How should content creators and institutions that have made achievements in specific fields prove themselves and avoid "red lines"? What changes and trends will the supervision of the titles, personalities, and behaviors of "experts" bring to content platforms?
First, correctly guide and grasp public opinion. The "Public Opinion Index" is a quantitative tool to measure public sentiment and public opinion tendencies. Whether it is high or low, it has a positive effect. The positive feedback of a high index can "strengthen public cohesion, strengthen market confidence, and promote policy support"; the negative feedback of a low index can also promote "problem identification, risk management, and motivation for improvement." The rampant "pseudo-masters" seriously interfere with the authenticity and accuracy of the public opinion index, increase management costs, and sacrifice overall efficiency.
Second, eliminate "pseudo-experts" and "real experts" don't need to panic. For social platforms, "personality" is a natural attribute of an account, just like everyone has an "impression and personal brand" recognized by the outside world. The crackdown on "pseudo-experts" will bring more traffic and opportunities to "real experts". How to prove your true talents and knowledge, get platform support, and avoid stepping on the regulatory "red line"? Including but not limited to:
(1) Qualification and achievement certificate recognition by authoritative departments at home and abroad;
(2) Resumes and achievements that are recorded and searchable on official websites of authoritative organizations and in the media;
(3) Convincing records of important professional experience, publications, etc.;
(4) Avoid self-proclaimed false reputations or exaggerated "names in the arena", and avoid behaviors such as traffic diversion and transactions between different platforms that harm the interests of the platform;
(5) Restrain your own behavior and avoid extreme speech.
Third, the era of “strong regulation” of IP with personality has arrived. Every successful account has the natural attribute of “personality”. There is nothing wrong with personality, the key is “authenticity”. Just like the scenes of work and life in reality, the authenticity of identity is the basic legal rule, and honesty of character is the default moral code.
(Author: Wang Siyuan, commentator of CCTV Economic Voice)
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