Little Red Book is suppressing advertorials. From April 20, the platform will launch the ‘brand violation score’ to score the illegal marketing behavior of the brand.
New rules of Little Red Book
It is reported that the scoring rules apply to all brands with marketing demands in Little Red Book. That includes but not limited to brands with certified professional numbers. Little Red Book officials believe that some brands will cooperate with others to publish content directly or indirectly. For instance, publishing at the expense of others and publishing with the replacement of interests or resources with others. Whatsmore, giving rebates to others to promote publishing. All of those are all violations.
According to the new regulations of Little Red Book, 2 points will be recorded for each violation of the brand. And points will go up with continuous violations, up to 10 points. For different scores, the system will deal with the brand in different degrees. To name a few, reminding, traffic limiting, blocking and so on. The disposal cycle ranges from 7 days to 28 days. As a result, it has banned 81 brands with illegal marketing behavior, handled 172600 relevant notes and 53600 illegal accounts.
About the advertising trading platform Dandelion
In fact, as early as March 2020, Little Red Book launched the advertising trading platform Dandelion. This platform clearly requires reporting on the content cooperation between brands and bloggers. And then, the platform draws commission from it. In the official introduction, the reporter saw that users can set the quotation in Dandelion. Users can quote by themselves or according to the quotation suggestions of the platform.
Little Red Book adopts the form of bidding and needs to compare and bid with competitors in real time and dynamically. In addition, according to the product category, promotion form and KOL, there will be different prices. They vary from thousands of yuan to tens of thousands of yuan, or even millions of yuan. Generally speaking, the price of top bloggers is about 400000-500000 yuan. Moreover, the platform will draw a certain proportion of commission, about 10%.
It’s still hard to judge which notes are illegal
However, after the release of the new regulations, many users questioned how the platform could distinguish between product seeding notes and business notes. In addition, they also worried that their simple sharing behavior would be illegal.
There are many advertorials on Little Red Book, but it is difficult to judge whether it is commercial promotion. Some brands replace notes by giving products to bloggers, and the transaction trace is not obvious. The boundary between business notes and product seeding notes has always been unclear. As a result, the platform may misjudge it.
For a long time, Little Red Book has been a lifestyle platform for young people. Among them, post-90s users account for 70%, and some brands also regard the platform as an important content marketing place.
Based on our observation, Little Red Book is making detailed rules to clarify questions from bloggers. Let’s see what happens next. And we will continue to report on that.