Fake "planting grass" real ads?

78.2% of respondents have been pitted by the Internet "planting grass"

61.7% of the respondents felt that skin care products and cosmetics are categories that are easy to thunder when “planting grass” on the Internet

　　The "Double 11" shopping festival has kicked off, and some people will pay attention to the "good things sharing" of bloggers.

But more and more young people find that they are fooled by some "grass" (referring to the process of recommending something to another person and making others like it-editor's note).

Have you ever been pitted by the Internet "planting grass"?

　　A few days ago, a survey of 2013 respondents conducted by the Social Survey Center of China Youth Daily and the Social Survey Center of China Youth Daily (wenjuan.com) showed that before shopping, 82.6% of the respondents would search for relevant "grass" recommendations.

78.2% of the interviewees had the experience of being "planted grass" on the Internet, and 61.7% of the respondents felt that skin care products and cosmetics are a type of product that is easy to thunder when "planting grass" on the Internet.

65.9% of the respondents suggested that advertising should be standardized, and the words "advertisement" should be marked for soft advertisements.

　　Among the respondents, the post-00s accounted for 18.8%, the post-90s accounted for 56.1%, and the post-80s accounted for 25.1%.

78.2% of respondents have the experience of being “planted grass” on the Internet

　　Before shopping, Zhang Lei (pseudonym), born in the 90s, would search for relevant "grass" recommendations, "comprehensively consider the user experience, combined with their own needs, purchase products."

　　“When you buy skin care products, you will search for relevant recommendations, and then go to Zhihu to see the opinions of professional users. When you go out to eat, you will search for nearby recommendations and see reviews.” said Huang Xing (pseudonym), a college student in Beijing.

　　Before shopping, 82.6% of respondents would search for relevant "grass" recommendations.

　　Zhang Fuyao, a student at a university in Beijing, said that he would not rely on others to "plant grass" when buying digital products. "The hardware of these products is open and transparent. It is easy to judge the quality of the products and you can purchase them with a goal after you determine your needs. And after-sales are generally guaranteed. But for some clothing, cosmetics, daily necessities, etc., I will still take a look first, because there is not so much time to choose from a wide range of products, through the "grass" recommendation, you can quickly and efficiently find that meets the needs The product".

　　In the survey, 78.2% of the respondents had the experience of being “planted grass” on the Internet, and 21.8% of the respondents had not.

　　Huang Xing said that everyone’s situation is different. Some things are not suitable for them, and some bloggers have accepted advertisements for promotion, but the product quality is not good.

　　According to the survey, 61.7% of the respondents felt that skin care products and cosmetics are a type of product that is easy to step on by the Internet.

Others include clothing, bags, shoes (45.5%), tourist attractions, tourist routes (44.3%), electronic products (31.5%), daily necessities (30.3%), food (22.2%) and rest and entertainment places (17.7%) Wait.

　　Zhang Fuyao feels that daily necessities are special, unlike clothing, shoes and cosmetics, which can be tried in offline stores, and unlike digital products, the hardware information is open and transparent.

Daily necessities can only be realized after they are used, and it is easier to step on thunder.

　　Zhang Lei thinks that the Internet "planting grass" is easy to step on the thunder is the tourist attractions, food, rest and entertainment places.

For this type of consumption, consumers will more consider their experience after using them when choosing. In order to attract more consumers, merchants are prone to unrealistic evaluations.

　　Huang Xing feels that buying skin care cosmetics according to the "planting grass" notes is easy to step on thunder, because everyone has different body constitutions and skin types. What is suitable for others may not be suitable for me.

There are also some delicacies in the food rankings, on the one hand, there will be a phenomenon of scoring, on the other hand, in many cases it is not suitable for your taste, and you will "pull the grass" after eating.

53.9% of respondents will use "keywords + pit avoidance, thunder stepping" search method to reverse pit avoidance

　　Nowadays, the "grass" notes on some platforms have a complete industrial chain, and writing, likes, and comments are not true and objective.

In this regard, 21.5% of the respondents said that they did not believe in "grass" products, 47.9% of the respondents felt hard to say, it will depend on the situation, and 30.6% of the respondents said they still believe in "grass" products .

　　Huang Xing doesn’t believe much in the notes of “Planting Grass” now. “I mainly look at the comments below the product, and judge by the ratio of positive and negative reviews and pictures, and compare many, analyze how each grass-planting blogger describes the same thing. For each product, as well as his past reviews and promotions, whether there is a'black history', and recommending unqualified inferior products, we will judge them in combination."

　　Zhang Lei said that some "grass" notes are purely marketing, but even if they are shared sincerely, the experience will vary from person to person, so everyone still has to make their own judgments.

　　How do people distinguish the false "grass" notes of some bloggers?

In the survey, 53.9% of the respondents would use "keywords + pit avoidance, thunder stepping" search method to reverse the pit avoidance, 50.3% of the respondents will focus on the comment area, the time is close, and the number of words is larger. The probability is advertising. Before being planted by the blogger, 48.8% of the interviewees will specifically check if anyone has discussed the blogger’s "dark history". 39.1% of the interviewees will compare different bloggers. , 31.2% of respondents believe that many bloggers at the same time Amway the same product, it must be an advertisement.

There are also 5.7% of respondents who are not very good at telling the difference.

　　Zhang Fuyao said that for reviews of reviews, there are generally rules to post a few photos and comments with more than a few words. There are also certain requirements for review.

Some good reviews are still easy to see, such as some good reviews without changing the background.

Those deliberately brushed negative reviews are better distinguished. When buyers can really give negative reviews, buyers will send out pictures or screenshots of chats with customer service. It is obviously malicious behavior to "picking the bones in the egg" without evidence.

There are also some anchors who directly post the propaganda drafts provided by the merchants, and there will be many similar propaganda texts, which can also be seen at a glance.

　　Zhang Lei usually compares by searching different bloggers, focusing on the comment area. Comments that are close in time and have more words are most likely to be advertisements.

Many bloggers recommend the same product at the same time, it must be an advertisement.

He will also click on the blogger's homepage to view the blogger's information and learn about the blogger's daily activities.

"Now that there are overwhelming advertising on social media,'planting grass' has become a lot of traps. In this case, we have to keep our eyes open and master certain discrimination skills."

　　Zhang Fuyao feels that "grass" notes, as a marketing tool for merchants to promote products, need to comply with the provisions of the Advertising Law and be worthy of the name.

For those merchants or anchors who lure buyers to place orders, online shopping platforms should strengthen supervision and crack down on them.

Bloggers or anchors who "plant grass" also have their own professional ethics, and they should "plant grass" to consumers or help everyone avoid pits based on their real consumption experience.

　　Regarding the phenomenon of "fake grass and real advertising", 65.9% of the respondents suggested that advertising should be standardized, and soft advertisements should be marked with the word "advertisement", and 63.9% of the respondents suggested that further targeted regulatory opinions be issued, which is effective Regarding supervision, 53.1% of the interviewees suggested encouraging platform competition and avoiding a dominant one, and 41.0% of the interviewees suggested smoothing out complaint channels and encouraging consumers to defend their rights.

　　"As consumers, we must improve our own quality. On the one hand, we must provide correct comments based on facts, and on the other hand, we must keep our eyes open. Don't be deceived by false reviews and marketing methods, which damage our own interests." Zhang Fuyao said , Remember to shop around when buying the same type of products, you get what you pay for, don’t be greedy for cheap.

In addition, choose some formal channels, and try to choose an anchor with a better reputation when watching the live broadcast.

You can go to the physical store to experience it before you buy it, and it's not too late to start.

　　Huang Xing hopes that various platforms will further strengthen supervision and block accounts in serious violations.

In addition, we must focus on improving the quality of customer service and encourage consumers to defend their rights.

　　China Youth Daily·China Youth Daily reporter Wang Pinzhi and intern Yao Yipeng Source: China Youth Daily