微X最严外链规范实行第1天，这些裂变玩法以后都不准玩了
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">原标题：最全<span style="color: black;">诠释</span>：<span style="color: black;">微X</span>最严外链规范实行第1天，这些裂变玩法以后都不准玩了！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10月28日，升级后的《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》正式执行。当晚，官方<span style="color: black;">颁布</span>了<span style="color: black;">第1</span>批杀鸡儆猴的名单（被封杀的链接从多到少依次排序）：拼多多、京东、腾讯<span style="color: black;">资讯</span>、美团、云集、萌推、微视、粉象生活、腾讯游戏、小米有品等<span style="color: black;">机构</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b96cd66f894b4b0781d18c52b44f45e6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=jBgWXWsUYTdu3iYTNPDVuAS5%2Fec%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">被封禁的运营玩法有：砍价、利益诱导下载、违规拼团、<span style="color: black;">各样</span>形式的好友助力、种树/养鸡/养宠物的养成游戏等<span style="color: black;">日前</span>市面上最主流的、最有效的拉新玩法；毫不夸张地说：这次封杀让各<span style="color: black;">机构</span>的运营<span style="color: black;">一晚上</span>回到解放前。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/dc50d81f4fc042a987547bcef46381e5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=%2FAGkXFW9f1flLqK8TiDsMiwDOoE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但我<span style="color: black;">发掘</span>一个<span style="color: black;">特别有</span>意思的现象：在运营圈，<span style="color: black;">大众</span>对<span style="color: black;">微X</span>这次“封禁砍价拼团”的关注度比起5月份“封杀<span style="color: black;">伴侣</span>圈打卡”和6月份“封杀个人号工具”的关注度低<span style="color: black;">非常多</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伴侣</span>圈搜这三个关键词：5月份“封杀<span style="color: black;">伴侣</span>圈打卡”的讨论热度是这次“封禁砍价拼团”的2倍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但在普通用户的圈层中，<span style="color: black;">微X</span>这次“封禁砍价拼团”直接上了<span style="color: black;">博客</span>热搜：阅读热度是2.1亿。而“封杀<span style="color: black;">伴侣</span>圈打卡”讨论阅读是125万、“封杀个人号工具”的讨论阅读<span style="color: black;">仅有</span>60万。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6a0f7aacbb2845598f5419757d725636~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=oOOarJHhc4y%2BhDnPKQeafEmMrKc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>在<span style="color: black;">微X</span>上搜了一下，<span style="color: black;">发掘</span>央视<span style="color: black;">资讯</span>、新华网、澎湃<span style="color: black;">资讯</span>、各地电视台等公众号都纷纷推文：<span style="color: black;">微X</span>封禁砍价拼团，网友大呼“干得<span style="color: black;">美丽</span>”。<span style="color: black;">博客</span>和<span style="color: black;">微X</span>上的普通用户评论全是“双手支持”、“早就不堪其扰”等。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/049eae4a12144b598d2da50d6a9b3c8d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=l6kQlJuGQEf7B%2BByfVwJHrId1J8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“天下苦秦久矣。”这就不奇怪<span style="color: black;">为何</span><span style="color: black;">微X</span>要收紧对外链的管理了：部分运营从业者利用人性的弱点太过火，恶意绑架用户的社交关系链，<span style="color: black;">导致</span>用户信任被过度透支。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这让我想起一个印象深刻的场景：用户分享拼多多砍价链接在家族群里，<span style="color: black;">能够</span>看到<span style="color: black;">那些</span>人点击进来了，但<span style="color: black;">无</span>做砍价这个动作就会<span style="color: black;">表示</span>“<span style="color: black;">无</span>帮忙砍价，溜走了~”</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d88204e74d70446b8cc15be5fe6fcacf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=BWVjyuF1anAEdb0ZujBWlu1JWK0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span><span style="color: black;">能够</span>点击<span style="color: black;">照片</span>感受一下“社交压迫感”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但你<span style="color: black;">亦</span><span style="color: black;">不可</span>说拼多多以一己之力，把<span style="color: black;">大众</span>拖下水，都没得玩了。拼多多还算是正规的：最起码人家真金白银在做<span style="color: black;">补助</span>，2017年的拉新成本为17元/人，这一数字在2018年攀升到102元/人。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微X</span>真正要严打的是<span style="color: black;">哪些</span>“吸平台血”的灰产：插件批量生成冒充大<span style="color: black;">机构</span>商标<span style="color: black;">或</span>名人肖像送红包的假活动，诱导底层用户转发，<span style="color: black;">而后</span><span style="color: black;">经过</span>多次<span style="color: black;">转</span>贩卖软色情<span style="color: black;">宣传</span>、黑五类<span style="color: black;">制品</span>。依靠<span style="color: black;">损伤</span><span style="color: black;">微X</span>用户体验的方式，快速薅一波流量快速变现。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/64bf35dd9e6840c7a638bdd21f954585~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=ERO%2BzmECLbTAklalDZ%2BmsmmsYGw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说回正题：今天官方封杀的<span style="color: black;">第1</span>批活动链接全是大<span style="color: black;">机构</span>的，这些活动形式都是需要付出实打实的成本和<span style="color: black;">补助</span>。小<span style="color: black;">机构</span><span style="color: black;">一般</span>都做不起，<span style="color: black;">因此</span><span style="color: black;">大众</span>的关注度低，是非常<span style="color: black;">恰当</span>的。毕竟打卡分享和私域流量运营才是小<span style="color: black;">机构</span>空手套白狼的<span style="color: black;">挣钱</span>利器。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">但这些封禁的玩法到底哪里违规了，接下来需要怎么整改？</strong>下面<span style="color: black;">咱们</span>来逐一聊聊，别到时候自己要做类似的活动时却踩雷被封，不<span style="color: black;">晓得</span>别人早就<span style="color: black;">已然</span>按规则整改好了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">利益诱导下载App和<span style="color: black;">转</span>内容</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d071549031e84e2a888c1c9a759e4895~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=keOfS3uiP4FBbWjlEK18reKo3pI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>封禁的案例链接<span style="color: black;">包括</span>有用户下载App<span style="color: black;">就可</span>提现现金红包、腾讯视频VIP天数、游戏里面的道具等诱导下载方式。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/def65be28833450a9f4310c09b42a801~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=BtPw1DrobH%2BgsBoBMbbTkyzaMeM%3D" style="width: 50%; margin-bottom: 20px;"></div>3.1 外链内容所明示或暗示的金钱奖励、实物奖品、虚拟奖品（<span style="color: black;">包含</span>但不限于红包、优惠券、代金券、积分、话费、流量、信息）等利益内容，用户<span style="color: black;">没法</span>在<span style="color: black;">微X</span>内<span style="color: black;">得到</span>，而需要下载或<span style="color: black;">转</span>到<span style="color: black;">外边</span>App，或需要用户离开<span style="color: black;">微X</span>、下载特定内容或完成特定操作，<span style="color: black;">才可</span><span style="color: black;">得到</span>的。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了利益诱导下载之外，<strong style="color: blue;">利益诱导<span style="color: black;">转</span>别的链接<span style="color: black;">亦</span>不行</strong>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">京东的明星打榜活动，粉丝<span style="color: black;">能够</span><span style="color: black;">选取</span>自己的爱豆，完成指定的任务就<span style="color: black;">能够</span><span style="color: black;">得到</span>给自己爱豆打榜的能量值，能量值排名第1-3名的明星<span style="color: black;">能够</span>得到京东赞助的线下<span style="color: black;">媒介</span><span style="color: black;">揭发</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>的违规点，<span style="color: black;">便是</span>用利益（给明星打榜所需的能量值）诱导用户去<span style="color: black;">转</span>别的链接（京东商家的店铺添加关注、逛双11会场、购买商品）。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/791d2b608c5c46c98345fb9b8ad322ea~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=%2BDUiE6fJvIcTszfrbxXieV3qpRA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">京东的一个“萌宠大作战”——养京东狗赚京贴（在京东商城<span style="color: black;">能够</span>当现金用）的活动，活动玩法<span style="color: black;">便是</span>用户做指定的任务赚取经验值，狗狗就会升级。<span style="color: black;">这儿</span>就有2个任务属于违规：<strong style="color: blue;">去逛双11活动会场和指定页面<span style="color: black;">就可</span><span style="color: black;">得到</span>经验值。</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p9-sign.toutiaoimg.com/pgc-image/0b30907b1640424faa2a63a2424f5954~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=RfmmmKxwvdQ06Vi7UXjZ4CC4jA4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">这么严格，那该咋继续把流量往App搬运呢？</strong>毕竟利诱是不可能的了，这辈子都不可能再做了，<strong style="color: blue;">但<span style="color: black;">能够</span><span style="color: black;">经过</span>用户的猎奇心理、好奇心来驱动用户主动下载或<span style="color: black;">转</span>，并且在<span style="color: black;">微X</span>环境内走完闭环。</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/932f8a31e25a4c9c990e6502d453c065~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=1gVWvnSmGpEPeUeoRr5xvo6frLk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">但<span style="color: black;">这儿</span>有个小细节别踩坑</strong>：</p>3.2 外链内容标题、页面文案、按钮说明、文字提示等<strong style="color: blue;">与<span style="color: black;">实质</span>实现的效果不符</strong>，<span style="color: black;">导致</span>用户误解或误导用户点击，<span style="color: black;">引起</span>用户下载<span style="color: black;">或</span><span style="color: black;">转</span>到<span style="color: black;">外边</span>App的。例如点击<span style="color: black;">资讯</span>标题后、点击“展开全文”后、点击“继续收听”后、点击“领取红包”后<strong style="color: blue;">直接<span style="color: black;">转</span>到<span style="color: black;">外边</span>App内或下载页</strong>等。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">因此呢</span>，不要为了<span style="color: black;">加强</span>用户的点击率，在按钮上<span style="color: black;">显现</span>“点击/查看/展开/继续”等文案，<span style="color: black;">这般</span>子反而会被封。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>App属性和<span style="color: black;">新闻</span>类搭不上边，能有什么非利益借口引导用户去下载App呢？我开个脑洞：例如用户在H5页面上<span style="color: black;">能够</span>提现，<span style="color: black;">然则</span>提现的门槛是账户得绑定身份证，那绑定身份证得在App上<span style="color: black;">才可</span>完成，诸如此类。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">诱导分享——砍价</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f22fb7569c8246b08e836d479b120ecc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=YewyVbkoVeYDO3n8nBfVvrYiIIw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用来举例砍价诱导分享的封禁案例<span style="color: black;">便是</span>拼多多</strong>，体验过拼多多砍价的小伙伴可能都清楚：前面的砍价金额会更高，刺激你更强的分享动力，后面金额会慢慢低至1分钱/人砍价，<span style="color: black;">乃至</span>有时候还会<span style="color: black;">显现</span>砍的钱会<span style="color: black;">提升</span>，让助力用户产生愧疚感，<span style="color: black;">帮助</span>转发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">没下载App的用户在<span style="color: black;">微X</span>H5点击帮忙砍价后还会弹窗引导：下载App<span style="color: black;">能够</span>砍<span style="color: black;">更加多</span>，这一点推动着<span style="color: black;">非常多</span>用户强推亲戚<span style="color: black;">伴侣</span>下载拼多多App。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些在以前看来能有效<span style="color: black;">加强</span>转化率的细节，<span style="color: black;">此刻</span>都属于违规操作了。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/febfa292085d4fc08c751a11c7bf1c44~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=%2Bb1GU0J1eW3yNY4CmuEylQyL7zw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除此之外，<span style="color: black;">微X</span>还举例了腾讯游戏道具商城、萌推、粉象生活等<span style="color: black;">制品</span>的砍价页面。看来所有电商<span style="color: black;">机构</span>在web端页面都应该先把砍价活动下架、整改合规后再上线，免得影响主域名<span style="color: black;">拜访</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/92535ef21dba4217bb2f713fc8698af8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=sXnhGkNxBp39Qez6ek8YpBtwgF4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">一样</span>的，砍价活动怎么防封？</strong><span style="color: black;">大众</span><span style="color: black;">能够</span>先去熟读《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》全文，规范中<span style="color: black;">无</span>写禁止“砍价”这个活动，<strong style="color: blue;">只是禁止有诱导分享属性的砍价</strong>（砍价属于内容的一种呈现形式）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，来看一下拼多多这个案例中有哪几个点可能属于“不合规的砍价”：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 我分享砍价链接给好友A或<span style="color: black;">微X</span>群，好友A点击进来看到中间这个页面，点击中间按钮：帮好友砍一刀→直接请求打开/下载App（<span style="color: black;">重视</span>，<span style="color: black;">这儿</span>存在着违规点：<span style="color: black;">倘若</span>一个H5链接上的文案：让用户感觉<span style="color: black;">运用</span>即对应得到xx功能，但点击后却不是这个功能、而是<span style="color: black;">转</span>到App下载页）</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c86b30862cb946e6b0055770c2291b9c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=mqtOGyq%2BNtbkcf5XXKLNvns%2BpUo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 好友A打开拼多多，弹窗告诉好友A砍价成功了，你<span style="color: black;">是不是</span>需要免费拿这个商品、还是去免费拿别的商品。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好友A点击：继续免费拿→成功创建了自己的砍价链接→点击：喊好友砍一刀→直接召唤起<span style="color: black;">微X</span>的好友列表（之前拼多<span style="color: black;">大都是</span>有给用户<span style="color: black;">选取</span>是<span style="color: black;">能够</span>转发<span style="color: black;">伴侣</span>圈还是好友，<span style="color: black;">此刻</span><span style="color: black;">微X</span>禁止转发到<span style="color: black;">伴侣</span>圈）。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/904163ea1fb64682ad87d0c0a7f0e4a2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=z%2FAYAIapC1rGsqdpaFohkomoiSc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 我自己在<span style="color: black;">微X</span>里点开自己的砍价链接，点击：喊好友砍一刀 → 直接弹窗打开拼多多App（不在<span style="color: black;">微X</span>内做任何的诱导分享）→ 拼多多App里点击：喊好友砍一刀→ 才是召唤起<span style="color: black;">微X</span>的好友列表。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">违规点：在<span style="color: black;">微X</span>H5的按钮文案“喊好友砍一刀”得修改成：“App内查看砍价进度”符合用户预期。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/60f416feeaf6454ab91e5f2040c103bf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=fzoPS9zGReB3MYgTfAznXZ5Nsfc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总得<span style="color: black;">来讲</span>，<span style="color: black;">微X</span><span style="color: black;">需求</span><span style="color: black;">倘若</span>一条外链告诉用户<span style="color: black;">能够</span>得到什么，就必须在当前页就完成，凡是告诉用户<span style="color: black;">能够</span><span style="color: black;">怎么样</span>，但又需要去App实行的，均会被视为违规。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">好友助力</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8e86151fc0514ed893d88a71934bc054~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=eukOyLM0FnSOSL7C%2FsiVpUDcxMk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>毫不夸张地说，“好友助力”几乎是每一个App/小程序的拉新标配。这一版块基本上<span style="color: black;">日前</span>市面上最主流的、<span style="color: black;">各样</span>形式的好友助力玩法（加速/集卡/点赞）都封禁了。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c6c9dcdde7fe4902a391edab4bac5156~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=J4FDGU0Qk6j2ctX%2FHfUNMu9FbFw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">包含</span>“集用户拉新、活跃、留存为一体”的种树/养鸡/养宠物的“养成类”模型，是今年最有效的拉新方式之一。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9ef6017700ec45e68e8e79549340bc06~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=tx9j8Y8BTYgmCLfbx%2B2UdQr8kcY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">但其实《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》1.2早就存在的了，并不是这次更新的内容；只是例行执法：</strong></p><span style="color: black;">经过</span>利益<span style="color: black;">引诱</span>，诱导用户分享以及传播外链内容的，<span style="color: black;">包含</span>但不限于：以金钱奖励、实物奖品、虚拟奖品（<span style="color: black;">包含</span>但不限于红包、优惠券、代金券、积分、话费、流量、信息）；声<span style="color: black;">叫作</span>分享可<span style="color: black;">增多</span>抽奖机会、中奖概率、成功可能；<span style="color: black;">经过</span>签到打卡、邀请好友<span style="color: black;">帮助</span>（<span style="color: black;">包含</span>但不限于助力、砍价、加速）、设置收集任务（<span style="color: black;">包含</span>但不限于集赞、集卡、集福、集碎片）等形式利诱、诱导用户分享以及传播外链内容的。《<span style="color: black;">微X</span>外部链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<span style="color: black;">倘若</span>想让“好友助力”功能更合规：可在所有的助力主页面删掉“利益”诱导、进化为“多人互助”的拼团/众筹样式（不成团可退钱之类的）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span>拼多多的“签到红包-好友助力”合规整改：直接向淘宝的“淘口令”学习，用户<span style="color: black;">能够</span><span style="color: black;">经过</span>“拼口令”点击直接<span style="color: black;">转</span>下载，<span style="color: black;">实质</span>上效率更高。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e9ac510d92454b7bab8bcdeda87d9a45~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=S1kySi0Q3ZQQMMgsvWe6og%2BKNxo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如像种树的“养成类”模型，则<span style="color: black;">能够</span>删除拉新模块，不影响其<span style="color: black;">提高</span>用户活跃和留存的效率；<span style="color: black;">由于</span>游戏化的交互<span style="color: black;">能够</span>给用户非常强的“实时反馈”、<span style="color: black;">能够</span><span style="color: black;">极重</span>地<span style="color: black;">提高</span>用户粘性。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">左边两张图是“多多果园”整改前的截图，右边两张图是整改合规后<span style="color: black;">能够</span>在<span style="color: black;">微X</span>里正常<span style="color: black;">拜访</span>的截图：下架了所有的诱导用户分享的按钮、<span style="color: black;">隐匿</span>了好友列表，在App里引导用户完成浏览商品、购买商品等任务（不在<span style="color: black;">微X</span>生态）。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/348307b8eecc4c22b67945c4cc157380~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=TYIMjHFJKOxYdyAD73fvy%2FrchEE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">之前我觉得用户在一个电商App玩游戏是天荒夜谈的事情，直到和<span style="color: black;">有些</span>用户调研了之后才<span style="color: black;">晓得</span>，她们本身就<span style="color: black;">爱好</span>玩“消消乐”、<span style="color: black;">然则</span>单独下载一个App又觉得麻烦，<span style="color: black;">因此</span>就在淘宝<span style="color: black;">或</span>拼多多的App上直接玩（玩消消乐的人群<span style="color: black;">亦</span>是女性<span style="color: black;">占多数</span>，和电商的用户画像重合度高）。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a65d5f1d9f184d76af5fc6e36cd24f48~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=Tq0Mqg4MWt1JBq4ExCdZ2Y8qEqg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除此之外，拼多多之前在小程序上<span style="color: black;">亦</span>做过<span style="color: black;">非常多</span>如成语接龙、广场舞、老年人视频等功能，在<span style="color: black;">微X</span>端供用户娱乐消耗时间的<span style="color: black;">同期</span>带来自然转发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">违规拼团类内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然官方<span style="color: black;">第1</span>批封杀的名单里<span style="color: black;">无</span>“拼团”这个类目，但拼团<span style="color: black;">做为</span>一种<span style="color: black;">提高</span>用户“付费率”非常有效的运营工具，在<span style="color: black;">这儿</span>提前<span style="color: black;">弥补</span>说几句，避免<span style="color: black;">大众</span>掉坑。</p>4.1 虚假的拼团活动，如<strong style="color: blue;"><span style="color: black;">所有</span>或部分拼团参与者无须进行支付</strong>，或部分拼团参与者所支付的金额与其他参与者<span style="color: black;">显著</span>不相当的。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>用户对“拼团”存在着一个刻板印象——优惠，以及存在着从众效应。<span style="color: black;">因此</span>，在<span style="color: black;">非常多</span>知识付费平台和K12行业的<span style="color: black;">机构</span>，只是把“拼团”<span style="color: black;">做为</span><span style="color: black;">提高</span>转化率的一个活动工具，<span style="color: black;">因此</span>会存在让“团长”（<span style="color: black;">通常</span>是妈妈群体中的KOL/KOC）发起一个拼团活动，吸引身边的人来拼团购买。但“团长”本身不需要付钱（<span style="color: black;">或</span>先付钱、后面单独退钱）、还<span style="color: black;">能够</span>有钱分。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/dbc0b4c571604ad9b2c00f758051c192~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=Ag0gjF41gm1xMIUrM3ljXfmuMLQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：芥末堆看教育</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我相信这个活动策略只要是有做付费转化的小伙伴，都会去应用。那<span style="color: black;">怎样</span>合规整改呢？我个人的<span style="color: black;">意见</span>是把活动链接（拼团还是正规的拼团）和佣金结算链接<span style="color: black;">掰开</span>（像小米有品有鱼做多级分销：是把<span style="color: black;">有些</span>头部代理签约成自己<span style="color: black;">机构</span>的员工，走员工工资发放系统）。</p>4.3 带有抽奖性质的拼团活动，如拼团参与者之间<span style="color: black;">得到</span>的实物或虚拟物品之数量或质量、价值等<span style="color: black;">显著</span>不相当的。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">拼多多刚崛起的时候，当时<span style="color: black;">微X</span>支付的规则是：只要你向拼多多支付了1分钱、就会默认关注拼多多的公众号。<span style="color: black;">因此</span>就有了1分钱拼<span style="color: black;">果蔬</span>、1分钱拼iPhone、随着用户的阈值越来越高后面是是1分钱拼宝马（活动规则<span style="color: black;">便是</span>你支付1分钱开团、这个团满x人了，才具备1个抽奖资格）的抽奖性质的拼团活动（江湖传说拼多多靠这个玩法涨粉1千万）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">拼多多的合规整改方式是直接把“拼团”元素删除，变成“1分钱抽奖”（没中奖<span style="color: black;">能够</span>退钱，如果不退会有法律<span style="color: black;">危害</span>）；用户支付1分钱<span style="color: black;">就可</span><span style="color: black;">得到</span>抽iPhone X的1个幸运码、<span style="color: black;">经过</span>邀请好友参与活动、购物<span style="color: black;">能够</span><span style="color: black;">增多</span>幸运码数量，幸运码越多，中奖概率越高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">发链接到<span style="color: black;">微X</span>邀请好友参与1分钱抽奖，<span style="color: black;">亦</span>是需要规避诱导下载：好友<span style="color: black;">能够</span>直接在H5里面完成参与抽奖。</p>4.4 拼团活动无<span style="color: black;">知道</span>且清晰的活动规则，或规则未以<span style="color: black;">明显</span>方式向用户公示，可能误导用户参与拼团或进行支付的。例如在活动规则中约定用户拼团失败后，<strong style="color: blue;">已支付的<span style="color: black;">花费</span>不退回</strong>，但活动规则未以<span style="color: black;">明显</span>方式向用户公示的。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9月中旬，#京东拼购5万人上当#上了热搜，<span style="color: black;">由于</span>京东采购了线下<span style="color: black;">微X</span>支付后的展示<span style="color: black;">宣传</span>：用户会看到一个1分钱买纸巾等商品的资格，但支付后才知道需要继续邀请京东新用户参团，这个商品<span style="color: black;">才可</span>邮寄给自己，拼团不成功1元不退。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时，<span style="color: black;">非常多</span>权威<span style="color: black;">媒介</span><span style="color: black;">发帖</span>，指责<span style="color: black;">微X</span>支付助纣为虐。目测是<span style="color: black;">由于</span>这一事件<span style="color: black;">引起</span>了这个条例的制定。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9b89216bf1ac4be6a5273f0c853d02b0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729537965&x-signature=KD%2FTLSrNo4uY9ZDDJxibPlX1SbQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">另外</span>，划重点：</strong></p>4.5 任<span style="color: black;">安在</span><span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈内传播的拼团类外链内容。《<span style="color: black;">微X</span><span style="color: black;">外边</span>链接内容管理规范》<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">总结</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微X</span>这一系列操作，释放了一个很<span style="color: black;">显著</span>的信号：<span style="color: black;">伴侣</span>圈是底线。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">腾讯下一个20年的战略重点是：产业互联网。小程序是腾讯切入产业互联网最好的武器，需要凭借<span style="color: black;">微X</span>的11亿用户是稀缺竞争资源，实现对阿里云、华为云的弯道超车。<span style="color: black;">微X</span>的重点对应则是用户留存和<span style="color: black;">商场</span>化变现。<span style="color: black;">因此</span>，对用户过度打扰的信息进行约束和管理是必然的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然在互联网中有一个定律：<strong style="color: blue;">流量只会越来越贵</strong>，但设计砍价、助力等活动驱动老用户分享带来新用户，是所有<span style="color: black;">机构</span>降低获客成本的必做功课。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅有</span>秉承“利他精神”，先给客户创造价值（<span style="color: black;">制品</span>/服务/内容），<span style="color: black;">最后</span>达到像“欠星爷一张电影票”<span style="color: black;">同样</span>的效果：用户的每一次付费/分享的动作都是你<span style="color: black;">累积</span>势能的释放。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>本末倒置、只沉迷于<span style="color: black;">科研</span>骗用户裂变的雕虫小技，“科技向善”的腾讯不封你封谁？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">***</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文系约稿，新榜首发，作者鉴锋，零一裂变CEO，<span style="color: black;">微X</span>号jianfeng20170801。<span style="color: black;">文案</span>所述观点仅<span style="color: black;">表率</span>作者立场。</p>
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