Why did Xiaohongshu apologize? In view of a large number of users spitting filter attractions on Xiaohongshu, Xiaohongshu issued a statement to apologize to users. We sincerely apologize to users who have experienced disappointment or have not encountered' deception'. Why did Xiaohongshu apologize?
Why did Xiaohongshu apologize? On the afternoon of June11kloc-0/7, an article entitled "Insist on sincere sharing and firmly believe that ordinary people help ordinary people" by Xiaohongshu APP attracted widespread attention. In this article, users who found a big gap during field visits and felt cheated "sincerely apologize".
However, with "Little Red Book apologizes for the filter scenic spot" rushing to Weibo hot search, some netizens spontaneously "complain" about Little Red Book, thinking that the content spontaneously uploaded by users has its own unique perspective, and the platform does not use it as an authoritative guide for punching in.
"Behind Xiaohongshu's apology is actually a problem caused by too many mixed interests after' network sharing' has increasingly become a' network celebrity economy'." In the eyes of some insiders, in the future, we should gradually establish new definitions of advertising, marketing, punching and other behaviors of various platforms in line with the Internet era, and at the same time, the platform should introduce big data services to facilitate more users to look at the punching places of these "network celebrities" more objectively.
Behind the "filtering scenic spots" is still the lack of information.
Before the publication of Little Red Book, many netizens spoke about "filter attractions" on the Internet: they obviously punched in the beautiful pictures in Little Red Book, and found that the reality was far from the photos.
For example, the "Blue House in Clear Water Bay, Sanya", which is widely talked about on the Internet, is a small house with a blue facade painted on a reef by the sea in some netizens' shared notes, and it is said that "taking a photo casually is a Korean drama poster"; However, some people who made a special trip to the local area because of these photos found that this was an abandoned hut by the sea, with weeds beside it.
Much of the material of China Little Kamakura, which was widely circulated on the Internet, came from Xiaohongshu. For example, in Beijing's "China Little Kamakura", some netizens visited on the spot and found that this is an extremely common intersection; There is also the "Little Kamakura" in Wenzhou, and the "sea" in the background is actually a local flood control building.
"In the past, when I went out to travel as a raiders, I had to check a lot of information and even buy magazines and books, and I had to consult local friends. Now everyone is used to finding ready-made information in several forums and apps. " Wu Qingyi, a citizen who likes to travel, once searched for information on several popular life service apps in the market and found that a large number of them were the same: "Young people laugh at the elderly going to scenic spots with groups, but young people themselves are actually caught in the myth of' punching cards with online celebrities'."
Mr. Hong, who is engaged in tourism, believes that the "punch-in" information of the online platform dispels the previous authoritative appraisal, and the algorithm of big data aggregates this information: "For example, if I search for a city among online celebrities and click on a scenic spot, the platform will constantly push each other's various contents or similar places, giving people the illusion that this is the place worth going." And his method of judging whether these places are worth visiting is "looking for bad reviews": "Good reviews may all be the same, and bad reviews must have a reason, which may more truly reflect the' situation' of this place."
"Conan's eyes" or "eyes that discover beauty"
After rushing to the hot search, many netizens took the initiative to defend Xiaohongshu. "Now who take pictures without retouching? Knowing that you have retouched the map, you must rationalize your expectations. Just like you have taken a selfie, you must know that you are not exactly the same as in the photo. "
"In fact, there are only a few types of tourist attractions. The key is whether you have found beautiful eyes. " Zhang Fan, a citizen, took Qingdao's "Sky Stairs by the Sea" circulated on the Internet as an example. In the picture shared by Xiaohongshu, the background is a large blue sky and white clouds, and the girl climbs the stairs as if to rush to the sky. However, after the actual visit, people found that this is a half-white ladder set up by the sea. "This kind of ladder device is available in many places and is used to take pictures of people." Zhang Fan said that after seeing the photos shared online, many people may imagine the beautiful scenery of Xu Lai, but when they look at the photos rationally, they will find that a lot of information is missing: "I can take such photos on the roof of my house. Is this place worth going to, then I will ask a question mark. "
Another "filter attraction" that has been spit out-Wuhan Fuhe Wetland, the grassland in the picture seems endless, dotted with puddles, but it is actually a meadow by the river. Zhang Fan admits that this is a way that people who like to take pictures are "best at it": "For example, how to take a picture of the spring prairie in a small park in Shanghai? As long as the whole flower bed is filled with lenses, you can't see the boundary. "
"Instead of breaking the filter like a detective, why not learn from these online celebrity bloggers who have a pair of eyes to discover beauty?" Wu Qingyi believes that many people now put the cart before the horse when traveling. They are busy punching in and taking pictures, but forget to discover and enjoy the beauty of life. He cited a dessert shop touted as "filtering scenic spots" on the Internet as an example. This small shop labeled as "full of vitality" and "Japanese style" in the little red book is actually a small shop under a residential building: "There are many such small shops in Shanghai, which are full of life, and they are not the punching points of internet celebrities. When we passed by, did we notice them under the buttonwood, at the beginning of the lights, and in the light rain? Why not discover beauty, share beauty, only punch in after others, and complain that this is' cheating'? "
The evolution of "content sharing" needs to return to the original heart.
In his article, Xiaohongshu repeatedly emphasized "firmly believe that ordinary people help ordinary people"-let ordinary netizens provide, supplement information and share their feelings, which is the original intention of this kind of life information platform at the beginning.
"When these platforms are just a little famous, they can still see a lot of real evaluations, but in recent years, I feel that I have seen more and more praises, but it is becoming more and more difficult to distinguish between true and false." The public feast "loves and hates" such platforms: "They do bring a lot of fresh consumption information in cities, but the more you rely on these platforms, the more inaccurate you will find."
Open various life information apps, and some active users span multiple platforms, leaving contact information dedicated to "business cooperation". "The so-called business cooperation is to advertise and use our fans to bring traffic to businesses." An active blogger on a platform admits that at first, he really shared his daily consumption. With a certain fan base, some merchants take the initiative to invite paid comments to share. Later, the first batch of "network celebrities" were developed: "You will find that the network celebrities on such platforms were famous for their' poisonous tongues' at first, and later became good speakers." With the rise of "goods-carrying economy", "network celebrities" have become professional and have increasingly formed an industrial chain. "If you see several big Vs pushing a place at the same time, don't doubt that it is a paid promotion."
However, compared with the traditional media which clearly distinguishes between "content" and "advertising" and "marketing", users can hardly distinguish between them on these platforms. In the eyes of some insiders, it is necessary to establish differences between advertising, marketing and content sharing on these emerging platforms. In addition, some platforms tend to have a "big V" with a large number of fans in big data algorithms, but in the eyes of the industry, random association should be added. "For example, under the information of a network celebrity scenic spot, we can also see the feelings of more ordinary people, thus providing a more objective basis."
Why did Xiaohongshu apologize? On the afternoon of 2 10 17, Xiaohongshu issued a statement apologizing to a large number of users for Xiaohongshu's "filter attractions". "We sincerely apologize to users who have experienced disappointment or have not encountered' deception'."
Recently, the topics of "I don't trust Little Red Book anymore" and "How strong is the online celebrity filter of Little Red Book" rushed to Weibo for hot search, and the reading volume of the two reached more than 50 million and 390 million respectively. Judging from the content published by netizens, among the online celebrities presented by Xiaohongshu, there is a big gap between the real scene and the punching place, and this content has also caused discussion and abuse among netizens.
Xiaohongshu said that it has launched a series of operational activities to encourage publishers of Xiaohongshu to share usefulness rather than beautification. When people search for a scenic spot, Xiaohongshu will also provide richer search association words and show more contents such as "avoiding pits". Xiaohongshu will also try to launch products such as scenic spot rating list and trampling list to let everyone get more information.
As a content community platform, Little Red Book has an active community creative atmosphere. According to official data of Xiaohongshu, as of the end of March 20021year, Xiaohongshu had more than 654.38 billion monthly active users, more than 43 million platform content creators and more than 300 million published notes. In April this year, some media reported that according to informed sources, Xiaohongshu plans to conduct an IPO in the United States around the middle of this year, raising about 500 million to 654.38 billion US dollars, and has secretly submitted a listing application. Later, Xiaohongshu said that he would not comment.
June 5438+this year 10, according to many media reports, Xiaohongshu is considering IPO in Hong Kong after shelving the US listing plan, raising about 500 million US dollars. In this regard, Xiaohongshu said that it will maintain communication with the capital market in stages, but there is no clear plan for the time being.