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周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How do you think Bytedance’s new efforts against fake traffic on Douyin will affect the platform?
你觉得字节跳动针对打击抖音虚假流量的新举措,会对该平台产生什么影响?

West Xu
Senior Account Manager / We Are Social

虚假流量无论对于品牌还是消费者都是一种误导消费,虚假繁荣不但欺骗了甲方,让甲方自己产品不但畅销,而且关注度非常高,让品牌愿意花费更大的成本进行再次投入。从另外一个方面,这些虚假流量还会让消费者对一些自己不知情的产品产生冲动消费的欲望,最终买到一些自己并不需要或者并不满意的产品,从而让品牌和消费者都有很大的损失,并且还造成了社会资源的浪费。所以,我们需要对虚假流量say NO!

Fake traffic is misleading both the brands and consumers which creates a false sense of success or popularity. For the brand, they not only gain the wrong impression of what impacts the sales, but also the level of attention it receives, which eventually makes them reinvest (wrongly) on these types of initiatives. On the other hand, it does suit its purpose with impulsive purchases of products consumers otherwise wouldn't know about. However, it probably will affect the perception of the brand badly when it doesn't meet the customers' expectations. In the end, fake traffic just leads to wasted resources on social media, so that's why we need to reject it.

Xiaoxiang Cao
Account Manager / We Are Social

必要的虚假流量对于平台是有益的,这些流量可以变为可控的话题和热度,激发更多真实用户的“从众心理”,带动平台的整体繁荣,本质上和一般理解中的“托儿”是一样的。但不受控的虚假流量会极大的透支平台的生命力,导致用户对平台产生不信任感。

Fake traffic is necessary and beneficial at some level for Douyin when you can influence hot topics and trends to stimulate the “herd mentality” between the real users, which can drive the overall success of the platform. However, uncontrolled fake traffic will impact the vitality of the platform to a large extend, resulting in users distrusting the platform.

Summer Xia
Account Executive / We Are Social

字节跳动曾经开展过流量整治行动,得出的结论却是对真人粉丝刷量乱象毫无对策,很显然,抖音在流量数据造假中一直是睁一只眼闭一只眼的态度。为守住”流量池"优势及其带来的红利,抖音及字节跳动哪怕牺牲用户信任,也很难忍心将流量造假行为一网打尽。无非是躲避和应付舆论的"缓兵之计"。

Bytedance's previous failed attempts of cracking down on spammers and fake users that are disturbing the real traffic showcase how Douyin hasn't responded enough to traffic data frauds. This "traffic pool" might be too profitable to ignore, so Douyin and Bytedance might risk losing users' trust in the attempt of rooting out all the traffic fraud. This recent anti-fraud initiative is nothing more than a "delayed tactic" to evade and cope with public opinion.

Dandy Liu
Copywriter / We Are Social

就平台本身而言,为打造爆款内容使用“假”流量曝光这点无可厚非;但是不公平的曝光会打击优质内容创作者的激情,并且“水军”生态会严重影响平台及品牌方的口碑与影响力。平台更需要在鼓励内容创作上努力——流量曝光毕竟是手段,但不是目的。

For the platform itself, there is nothing wrong with using “fake” traffic exposure to popularize the content. However, high-quality content creators will be affected hard by fake traffic. Furthermore, the reputation and influence of the platform will be damaged by these "ghosts". Platforms are required to be more supportive of the content creations made by real people and brands. After all, traffic exposure is just a marketing tool, not the final aims.

Louis Li
Copywriter / We Are Social

这不是抖音一个平台的现象了,而且出现也不是一天两天,早在门户网站时代就有,也不是什么新鲜事。也许这不叫“问题”,但对于那些想要在抖音“火”起来,乃至直播带货卖东西的广告主来说,假流量对他们来说就是比较头疼的问题了,投放几十上百万的广告战役,被虚假的数据和流量蒙蔽,不心疼吗。所以抖音平台的这波整治,有没有积极的效果另说,但是对品牌们,对那些视频达人,草根博主,老老实实“记录美好生活”的KOL们,应该是拍手称快的吧。

Fake traffic is not a phenomenon that only occurs on Douyin, but throughout many Chinese social media platforms. Regardless, for the accounts that want to go viral or advertisers who want to sell through live-streams and more, fake traffic is hurting the legitimacy of the industry. Investing 10 million RMB on an advertising campaign and end up with false data and user flows is truly toxic for the industry. Therefore, whether the new anti-fraud system has a positive impact or not, this improvement will be appreciated by most of the brands and grassroots bloggers.