"Within three days, your fans don't have to do it if they don't have more than a thousand." Video realization teacher Zhu boasted Haikou to the reporter.
On April 24, the State Cyberspace Administration launched a special rectification operation to crack down on malicious online marketing accounts. During the rigorous investigation of the marketing number issue on various platforms, a reporter from the Beijing News found that an industrial chain of marketing numbers surfaced after selling a plagiarized video of others and performing pseudo “original certification” on the video processing. .
The reporter found that some of the video accounts with the purpose of marketing to make money have the behavior of party headlines, vulgar marketing or rumor. Qian Haoran (pseudonym), who has experience in monetizing from the media, said that in fact, the purpose of the marketing number is only one, which is to attract the highest number of fans at the lowest cost. In order to achieve this purpose, the title party, infringement, and vulgarity have become convenient. Sucking powder "means".
Selling numbers in batches at least "can earn 10,000 a month". "Teacher Zhu" told reporters who "apply teacher".
"The originality of the video is protected by the copyright law. If the marketing number disguises the short video that others have copyright as its own original, it is a naked infringement. This is first of all a civil infringement. The infringed person can sue him to bear the tort liability and compensate for the loss. , Apologize; if a large number of copies of other people ’s works reach a certain amount and the profit amount reaches a certain amount, the plot is more serious, it may constitute a crime of copyright infringement, and will be sentenced to less than three years in prison. "May 8, Beijing Zhongwen Zhao Hu, a partner of the law firm, told reporters from the Beijing News.
Videos from "Handling":
Hundreds of thousands of videos have been uploaded to an account, but the original author found them and deleted them?
Since March of this year, multiple online accounts have hyped "a country under the epidemic: stores are closed, it is too difficult for Chinese businessmen", "Zhong Nanshan: the outbreak in May will be full-blown" and other "Title Party" articles, spreading false information, causing extremely bad Social impact. In response to these issues, the relevant person in charge of the State Cyberspace Administration stated that some online accounts conduct malicious marketing in order to obtain traffic and advertisements, and some have created hot spots out of nothing, causing social panic; some have used the name of an authoritative person to issue rumors to mislead the public; some Making sensational headlines, causing group anxiety and anxiety ... Some violent pornography "scratch the ball", affecting the physical and mental health of young people. These malicious marketing actions should be resolutely cracked down.
Where does the marketing content video content come from? The total number of videos uploaded by an account is as high as tens of thousands or even hundreds of thousands, and the video content is often the same. The reporter of the Beijing News found that video marketing has formed an industrial chain of gray production in mass production and handling of content.
On May 5th, a reporter from the Beijing News contacted a "video monetization teacher Zhu" who claimed to be able to make videos in batches and monetize them by searching for keywords such as video marketing. Teacher Zhu showed reporters different video accounts from multiple platforms, and the number of fans ranged from 1,000 to tens of thousands, saying that these are video "cases" made by his students.
For example, a vibrato that mainly publishes star daily content can publish 20 videos a day, and its video content is exactly the same as the video content of many published vibrato or other platform accounts, except that the screen size is slightly different; A Sohu self-media video number steadily publishes 30 videos every day, but the video dubbing is exactly the same as many marketing number articles, just adding a robot voice and screen to generate a marketing video; in addition there are many marketing numbers There is a "title party" behavior. For example, the aforementioned Sohu posted a video titled "Malaysia intact" from the media account, but the actual content is completely irrelevant to the title. The content does not mention that Malaysia Airlines was found.
Because the videos are all produced in batches, and there is no technical cost to "handle", the upload volume of many marketing numbers is extremely alarming. For example, the B station UP host Dior WRY said in January 2019 that his video was blocked by the big fish video. The author showed that the entertainment entertainment misappropriation found that the total number of videos uploaded by the author of the video was up to 234,000. "If I make 3 videos a day, it will take 213 years to make these videos." On May 9, a reporter from the Beijing News found The show entertainment entertainment account still exists, and the number of uploaded videos has exceeded 300,000.
Many original video authors say that this kind of behavior has a great impact on the enthusiasm of creators. "I make a video within 10 minutes for at least 20 minutes. Even if I work 10 hours a day, I can only make 30 videos, but the marketing number only needs to be transported to steal the ready-made video. Cross-platform playback sometimes has more clicks than my original The video is still high. "
"It's better to carry the videos of original authors who don't have a lot of fans", "Teacher Zhu" reminded, "This can avoid a lot of trouble. If it is found that the original author deleted it, deleting one or two videos will not affect us, but if We have a video that 'exploses' and the number of fans will increase greatly. "
"Teacher Zhu" said that looking for the bulk downloading of video "materials" and making a large number of "pseudo-original" videos is the fastest way to attract fans. "If there are more than 1,000 fans, they can be sold on the market, such as Douyin Qianfan 120 One yuan, one 300 yuan per million. "
Qian Haoran told reporters that the process of selling powder and selling numbers is extremely short. Sometimes, even before the original author discovers, the account of the stolen video has been sold to others, which is why the marketing number has unscrupulously stolen the video.
"Automation" script runs rampant:
Batch production of "pseudo-original", it is not difficult to produce 100 articles a day
Batch downloading of videos, batch "automation" of pseudo-original processing, and copying scripts of repeated operations are the secrets of marketing numbers being able to publish a large number of videos in a short time.
After charging the "tutoring fee", "Teacher Zhu" revealed the key "technologies" for its ability to generate videos in batches.
A video "batch creation script" provided by "Teacher Zhu" can batch process the downloaded videos into pseudo-original videos in a "loop and repeat" manner. The reporter provided a script for investigation and found that a short video content of 10 seconds usually takes only 3 minutes to produce, and as long as the downloaded material is imported into the script, new videos can be automatically generated one after another. "As long as you find good materials, it is not difficult to make 100 a day."
The Beijing News reporter found that there are many similar "bulk video production scripts" on the market, with prices ranging from tens of yuan to 300 yuan, and some are divided into "weekly card", "monthly card" and "yearly card" , Charged by monthly rent.
The reporter noticed that the length of videos generated using such scripts is generally fixed in a certain interval. For example, in the video case provided by "Teacher Zhu", the length of all videos is almost precisely controlled at 1 to 1 and a half. This is because of the use of When scripts produce videos in batches, they need to be controlled at a similar time to operate more efficiently.
"Teacher Zhu" said that the cost of creating marketing numbers through such scripts is very low, and at least 20 to 30 videos can be uploaded steadily in a day, but currently "many videos are broken, you need to find good materials yourself, and Make a few more numbers. This is because one number may not be hot, so a few more numbers can increase the probability and the content can be similar. "
In this regard, a video platform reviewer told the Beijing News reporter that the platform has review standards for whether it constitutes handling, depending on the duration and similarity, but the specific review standards cannot be disclosed, otherwise it may be used by others .
The reporter found that the current common methods of "pseudo-original" authentication after piracy of original videos include mirror reversal, picture-in-picture, adjusting sound or time rate, etc., and script software packages these techniques together for "automated" processing. So that the marketing number can "fool" to steal other people's original video. In addition, there are scripts that can automatically generate or plagiarize the copy of other marketing numbers and supplement them with robotic dubbing, thus generating videos of explanatory marketing numbers.
Qian Haoran told reporters that the script currently used by the marketing account is not only for batch downloading of videos, for "pseudo-original" processing, but also for automatic "sucking powder" in the comment area. "Some scripts will automatically use the language of drainage to comment on other people's videos. If the words and accounts are well coordinated, they can increase 50 fans a day. This kind of drainage is also used in some pornographic pornography for a long time."
How is the platform regulated?
Each platform has stepped up investigation and treatment, but there are difficulties in identification
A reporter from the Beijing News found that the major platforms have issued processing rules for marketing video.
On March 21, WeChat announced the launch of a 100-day "fresh breeze plan" to manage the content ecology of all aspects of WeChat, and further clean up the content of the title party, malicious drainage, vulgar hype, regional attacks, and the spread of pseudo-science. At the same time, through multiple methods such as technical audits, manual inspections and user reports, the content management is strengthened.
On April 30, ByteDance stated that the platform will resolutely crack down on all kinds of malicious marketing accounts, and will be controlled through various methods such as back-checking. As soon as the accounts that commit crimes against the wind are discovered, their accounts will be permanently banned. The platform carried out a two-month special rectification work against the unified deployment requirements of the National Cyberspace Administration and the Beijing Cyberspace Administration, refined and cleaned up malicious marketing information, and cracked down on various "title parties", "spreading false rumors", and "creating panic" Harmful content such as "emotions", "fetch traffic", "pornography" and so on, maintain a zero tolerance attitude to the above content.
ByteDance gave an example to a reporter from the Beijing News that one day in mid-November 2019, the risk control strategy early warning model of the ByteDance Security Center was triggered, and a fan of the vibrato account nicknamed "Tianmu Shanmei Girl" and The posted content is abnormal. There are more than 3 million followers on this account, but the short video content posted, like some other illegal accounts, has a lot of low-quality content. After a review by the staff of the ByteDance Security Center, it was determined that the account was a "plastic big V" produced by a black gang, and the ban was imposed.
Weibo said that since this year, especially since the outbreak, Weibo has taken high-pressure control measures against malicious marketing content and accounts appearing on the platform. As of April 29, a total of 10,875 pieces of false information were effectively marked and dealt with, 714 accounts were dealt with, and 298 new rumors of new pneumonia were eliminated; a total of 359 accounts that dealt with regional attacks and discrimination were accumulatively handled, and 3,777 on Weibo.
On May 8, a good-looking video said that from May 1, a two-month special rectification operation for malicious marketing accounts will be launched. "In the past week, good-looking videos have investigated and dealt with a total of 65 malicious marketing accounts, including 33 pornographic categories, 21 infringing and counterfeiting categories, 5 rumours and rumours categories, and 6 'title party' categories. Platform account management standards, permanently ban relevant accounts. "
Qian Haoran said that the technical confrontation between the platform's rectification of marketing numbers and the marketing number's censorship rules to avoid the platform has always existed. Increasing the crackdown on marketing numbers will undoubtedly help the creative motivation of high-quality original authors and better Platform ecology. “Whether it ’s video theft, headline fan sucking, or rumors, the essential motivation of marketing numbers is to attract the highest traffic at the lowest cost. However, because many video authors also have the demand to attract traffic, sometimes marketing numbers and normal creators The boundary between them is vague, which makes the platform dealing with marketing numbers a problem. "
What are the difficulties in dealing with marketing numbers? Zhao Hu, a partner at Beijing Zhongwen Law Firm, said that to stop the infringement of marketing numbers requires the action of the original author. "If the infringed person does not sue, there is no way to stop this kind of behavior."
In this regard, some video authors said that a certain amount of legal knowledge is required for prosecution, and hiring a lawyer is also more laborious. Therefore, many original authors often find themselves infringed, and often “lazy” to defend their rights for reasons such as trouble or fear of trouble. , Which indirectly contributed to the infringement of marketing numbers.
After many videos were stolen by marketing numbers, the exaggerated and vulgar titles became the new "original videos". "This is not only a" title party "behavior, some also involve rumours." Qian Haoran said.
Yao Li, a senior researcher at the Tencent Cybersecurity and Crime Research Base, told reporters at the Beijing News that it is not uncommon for criminals to rub hotspot traffic in order to make money. Since the epidemic, around the public safety incident, many types of illegal crimes have emerged on the Internet, such as the production of counterfeit and shoddy masks, fraud in the name of selling masks, and the implementation of rumors or false information crimes with the epidemic as a hot spot. In 2013, the “Higher Judicial Interpretation on the Handling of Criminal Cases such as Defamation by Information Networks” will also be fabricated and disseminated as false information.
Yao Li said that in practice, the platform and the judiciary have many difficulties in determining false information. "First of all, Internet platforms have a natural difficulty in judging whether a content is false information. In the process of identifying false information, the platform needs to consider from the two dimensions of basis and fact: the first step requires To determine whether the publisher has a basis, the second step needs to determine whether it is consistent with the facts. However, in the actual process, many events are often changing, and it is difficult for the platform to make accurate judgments at the first time, which makes it difficult to identify false information. Second, The judiciary also has difficulty in convicting false information. In addition to the difficulty of judging the false information itself, the judiciary also needs the false information to cause 'serious public order disorder' if it is to be considered a crime. "
In Yao Li's view, the current law does not have a clear standard for judging the case. If it can be proven that "serious public order" may need to be judged from the seriousness of the behavior, the degree of spread and the impact on others, precisely because The lack of hard standards makes identification difficult. Furthermore, the subjective intention of dissemination of false information is difficult to identify. The corporatization and specialization of "rumor companies" are intended for profit, and intentionally forward and spread false information. This is not controversial. However, many ordinary users are often unable to judge and identify false information, so they become a part of forwarding and disseminating false information. In fact, most of the false information is forwarded by ordinary individual users. It is difficult to evaluate the subjective intentions of the forwarders, which increases the difficulty of identification.
"In fact, the reason why the marketing number is so popular has a lot to do with the cognitive ability of current netizens." Qian Haoran said, "It is difficult to eradicate the marketing number. If you want to maintain a good self-media ecology, you need a platform and existing laws. , Netizens' cognitive ability and other aspects of common improvement. "
Beijing News reporter Luo Yidan