9q13nh 发表于 2024-7-2 18:53:59

最严软广治理办法来了，小红书到底想干什么！


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10月末，一个惊雷<span style="color: black;">信息</span>在小红书圈子炸响，让<span style="color: black;">没</span>数从业者坐立难安</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic3.zhimg.com/80/v2-872ca96e2b8f85c338c45c7acf15df26_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1 小红书最严软广治理来袭</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在经历了几次<span style="color: black;">消极</span>热搜之后，质疑小红书的声音越来越多</p>为此，小红书开启了三轮（每轮30天）软广整治<span style="color: black;">方法</span>：从2021.10.25<span style="color: black;">始终</span>延续到2022.1.25，<span style="color: black;">经过</span>人工+<span style="color: black;">设备</span>进行检测治理
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>违规笔记，小红书<span style="color: black;">亦</span>准备了三项处罚<span style="color: black;">办法</span>：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①限流</p>即为限制自然流量，官方将<span style="color: black;">再也不</span>给到流量<span style="color: black;">举荐</span>，不论是单篇笔记还是账号都会受到影响
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②禁收录</p>用户将<span style="color: black;">没</span>法搜索到博主以及<span style="color: black;">关联</span>笔记
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③禁投稿</p>博主将<span style="color: black;">没</span>法<span style="color: black;">颁布</span>笔记，参与社区<span style="color: black;">发帖</span>的<span style="color: black;">关联</span>活动
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此次整顿面向的是所有用户，但<span style="color: black;">针对</span>MCN<span style="color: black;">公司</span>会<span style="color: black;">尤其</span>关照，<span style="color: black;">因此</span><span style="color: black;">针对</span>签约达人，小红书会直接下发<span style="color: black;">通告</span>给到MCN<span style="color: black;">公司</span>限期整改，倘若期限到了签约账号仍然违规并未整改，MCN<span style="color: black;">公司</span><span style="color: black;">亦</span>会收到处罚，<span style="color: black;">乃至</span>还会上黑榜</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">针对</span><span style="color: black;">哪些</span>未签约的博主<span style="color: black;">来讲</span>，只能关注系统私信<span style="color: black;">通告</span><span style="color: black;">认识</span><span style="color: black;">关联</span><span style="color: black;">状况</span>，<span style="color: black;">必须</span>自食其力进行整改，<span style="color: black;">因此</span>比起一个个排查笔记进行修改，不如先发制人，避免被判广</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic3.zhimg.com/80/v2-f9174407363d7c5b6743942957e8892a_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2未<span style="color: black;">触及</span><span style="color: black;">实质</span>利益交易，<span style="color: black;">怎样</span>避免处罚？</p><span style="color: black;">倘若</span>所发笔记未<span style="color: black;">触及</span><span style="color: black;">实质</span>利益交易，<span style="color: black;">能够</span>进行利益申明
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>都<span style="color: black;">晓得</span>，想要不被判广，那就<span style="color: black;">必须</span><span style="color: black;">知道</span><span style="color: black;">颁布</span>笔记的<span style="color: black;">重点</span>目的：分享</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">所说</span>的利益申明，<span style="color: black;">根据</span>小红书社区业务负责人河童所说的，<span style="color: black;">便是</span>把<span style="color: black;">有些</span>软性<span style="color: black;">宣传</span>透明化，让用户知晓这可能是一个<span style="color: black;">宣传</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不论是视频或是图文，均可在分享的过程中申明利益，例如：受XX品牌邀请参与XX活动 / 前段时间收到XX品牌寄来的礼盒 / XX品牌出了新品来找我试用测评……</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic2.zhimg.com/80/v2-5bf6c2fda6b525e0522b0f19b976cef5_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">制品</span>体验类的笔记<span style="color: black;">亦</span>是同理，只要申明利益，记录试用过程，分享真实的体验感受，即便小红书会识别这是<span style="color: black;">宣传</span>笔记，但<span style="color: black;">亦</span>不会进行流量干扰</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关联</span>形式<span style="color: black;">能够</span>参考小红书官方账号@小红书体验站 <span style="color: black;">针对</span>好物体验笔记的制作教程</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic4.zhimg.com/80/v2-c89fab2d4c279ae6cb0fda153a5ef343_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3 想要实实在在恰饭要<span style="color: black;">怎样</span>避免被处罚？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>品牌直接给予<span style="color: black;">实质</span>利益，并<span style="color: black;">需求</span>博主为<span style="color: black;">制品</span>背书，<span style="color: black;">那样</span>最好的办法<span style="color: black;">便是</span>报备</p><span style="color: black;">由于</span>博主<span style="color: black;">针对</span><span style="color: black;">制品</span>进行大篇幅的背书、宣传，即便在笔记中申明利益<span style="color: black;">亦</span>有很大的可能会被限流，现如今小红书<span style="color: black;">针对</span>软广<span style="color: black;">更加是</span>重拳出击，<span style="color: black;">因此</span>避免翻车还是老老实实报备为好
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic3.zhimg.com/80/v2-c2f20ae5ef49a06991c4700015692d4e_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但在不投钱的<span style="color: black;">状况</span>下，报备笔记想要获取流量，确实比软广难上<span style="color: black;">有些</span>，而报备笔记的流量<span style="color: black;">暗码</span>其实就在于减弱<span style="color: black;">宣传</span>感，换句话说，只要用户买单，做好引流，<span style="color: black;">加强</span>互动量，<span style="color: black;">商场</span>爆文<span style="color: black;">亦</span>不是不可能，<span style="color: black;">意见</span><span style="color: black;">大众</span>做好以下三点：</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①优化品牌<span style="color: black;">制品</span>词</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是<span style="color: black;">非常多</span>品牌会忽略的<span style="color: black;">地区</span>，<span style="color: black;">拥有</span>记忆点的<span style="color: black;">制品</span>词能让用户更快速地记住<span style="color: black;">制品</span></p>在这方面做得好的品牌有<span style="color: black;">非常多</span>，在热搜词-行业<span style="color: black;">潜能</span>词里，随处就能看到这类<span style="color: black;">已然</span>进行投放的<span style="color: black;">制品</span>词
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic3.zhimg.com/80/v2-760d155564105fc37359fb695d17c70e_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如植村秀的奶油小方粉底液、jessi烟管唇粉、bobbibrown的羽柔蜜粉饼、皮克熊与海绵宝宝的联名唇釉</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不论是将<span style="color: black;">制品</span>外形、功效还是联名卖点进行埋词，都能很好地抢占用户心智，快速记住<span style="color: black;">制品</span></p><span style="color: black;">这里</span><span style="color: black;">基本</span>上，品牌<span style="color: black;">能够</span>先对<span style="color: black;">制品</span>词进行小预算投放，在<span style="color: black;">得到</span><span style="color: black;">有些</span>成效过后，<span style="color: black;">经过</span>热搜词-搜索热搜词功能，寻找最为<span style="color: black;">优秀</span>的引流词
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic2.zhimg.com/80/v2-8f2410b281bbfac977c0ce7d2c5989c1_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②<span style="color: black;">即时</span>蹭热点</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不论是选题或<span style="color: black;">专题</span>，都<span style="color: black;">能够</span>从近期热点上获取流量</p>借用热搜词-行业<span style="color: black;">潜能</span>词，搜寻<span style="color: black;">关联</span>热点，可在标题、正文上埋词引流，或是从主题下手设置悬念、<span style="color: black;">专题</span><span style="color: black;">导致</span>讨论<span style="color: black;">增多</span>互动率，<span style="color: black;">能够</span>更好地获取流量
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic1.zhimg.com/80/v2-7a69c34a391fc7d179797de54c9d0430_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以近期的万圣节热点为例，<span style="color: black;">能够</span>看出“可爱”、“造型”是此次热点的<span style="color: black;">重要</span>点，而近7天数据最好的热门笔记<span style="color: black;">便是</span>充分把握了这两点，在标题上埋词“可爱”进行引流，同步设置悬念<span style="color: black;">协同</span>封面的万圣造型进一步获取关注</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic3.zhimg.com/80/v2-888d5e407932f2429617b392c7ff2386_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在内容上<span style="color: black;">经过</span>“一张小纸片就能搞定的妆容”<span style="color: black;">导致</span>用户好奇与讨论，<span style="color: black;">同期</span>设置万圣节的<span style="color: black;">关联</span><span style="color: black;">专题</span>进行引流</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic4.zhimg.com/80/v2-b8ebf95a6bf0caa806cf5d1114729913_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从热门<span style="color: black;">专题</span>功能中，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>看到<span style="color: black;">专题</span>“万圣节就这么妆”参与量接近7万，而阅读量<span style="color: black;">亦</span>在<span style="color: black;">奋斗</span>往1亿靠，<span style="color: black;">能够</span>确认该<span style="color: black;">专题</span><span style="color: black;">优秀</span>，引流效果确实不错</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic1.zhimg.com/80/v2-351f08d6e26642421cbaad78ca8bfaac_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③实时<span style="color: black;">跟踪</span>笔记数据</p><span style="color: black;">针对</span>报备笔记<span style="color: black;">来讲</span>，在笔记<span style="color: black;">颁布</span>之后<span style="color: black;">亦</span>应该关注笔记<span style="color: black;">关联</span>的数据<span style="color: black;">状况</span>，<span style="color: black;">即时</span>应对可能<span style="color: black;">出现</span>的突发<span style="color: black;">状况</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为此<span style="color: black;">咱们</span><span style="color: black;">能够</span>利用作品互动监测功能，解放双手<span style="color: black;">亦</span>能获取实时监测数据，在面临互动数据大幅度变动时<span style="color: black;">亦</span>能进行<span style="color: black;">第1</span>时间<span style="color: black;">处理</span><span style="color: black;">关联</span>舆情问题</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://pic2.zhimg.com/80/v2-4b1109a42a2c580684dc67378fd7b6bd_720w.webp" style="width: 50%; margin-bottom: 20px;"></div>




m5k1umn 发表于 2024-10-2 21:10:25

这篇文章真的让我受益匪浅，外链发布感谢分享！

m5k1umn 发表于 2024-10-23 22:46:47

楼主果然英明！不得不赞美你一下！

nqkk58 发表于 2024-11-8 21:25:41

论坛是一个舞台，让我们在这里尽情的释放自己。

m5k1umn 发表于 2024-11-12 11:58:47

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