Tiktok's new rules, these live broadcast rooms will be cold!

Tech 2023-07-15 20:26:01 Source: Network

Tiktok recently issued a series of new regulations for the live broadcast room, including "false promotion", "inducing a third party", "hanging up live broadcast", etc. Today, we will briefly interpret these new regulations for Tiktok live broadcast

Tiktok recently issued a series of new regulations for the live broadcast room, including "false promotion", "inducing a third party", "hanging up live broadcast", etc. Today, we will briefly interpret these new regulations for Tiktok live broadcast. I hope that practitioners will be encouraged to improve if there is any.

Fake promotional gameplay

Fake promotional gameplayIllegal propaganda behaviors that use leak detection psychology to attract and deceive consumers without prior explanation.

The four words' false promotion 'used to sound very distant. With the new regulations, many people panicked. Their live streaming rooms have always been involved in related illegal content to some extent, especially the clause of' holding orders'. Some live streaming rooms have survived by holding orders.

1. False clearance

'Clearing warehouse' is listed as a key sensitive term, which is easily judged by the system as a false promotion and points will be deducted in violation of regulations. So now the title, nickname, oral script, and background of the live broadcast room all need to beAvoiding the occurrence of clearance or clearance related descriptionsThis includes but is not limited to: warehouse clearance, factory closure sales, relocation handling, loss handling, and so on.

2. Product not listed

Some live streaming rooms will display and introduce highly attractive products, but they will not be listed. After the new regulations are released, they will also be judged as violating the regulations.If a product is explained in the live broadcast room for more than 20 seconds, it must be listed and in stock during this live broadcast,Otherwise, it is easy to be judged as a false promotion.

3. Product hold order

Using a cost-effective and attractive product/benefit/activity as a "promotional point" to attract users to stay, interact, and follow in the live broadcast room. When the number of online users in the live broadcast room reaches a certain level, the product is officially launched, which was a common "hold back" gameplay in the live broadcast room before.After the new regulations, if a product is shared in a live broadcast room for more than a certain period of time (tested by netizens for 5 minutes) and has not been listed or has been listed but the inventory is set to 0, the system will determine a violationPunish.

4. Inventory and special conditions for product cards

The product is listed but has no inventory, and the product has set listing conditions, such as being able to only be purchased in remote areas, starting to purchase multiple items (starting to purchase 100 items for 9.9 meter products), linking to people with xx people, and how many likes to trigger benefits, etcThe operation of setting listing conditions and card inventory will be judged as a violation.

Inducing third parties

-Inducing third parties/

The "third-party products or information published or pushed" includes but is not limited to: non platform links, non platform contact information, third-party platform name/logo, physical store information, bank account and other payment methods, QR code, and other information.For example, many influencers used to provide WeChat guidance and WeChat, but now this behavior is not allowed.

Live hanging up

The content of 'hanging up' seriously affects users' trading and browsing experience, and disrupts platform order. This new regulation mainly supplements the implementation rules of three points: "Low quality art style: live streaming on hook". One is that the live streamer appeared on screen, but remained silent for a long time during the live broadcast and did not interact with the audience; Secondly, the anchor leaves the camera for a long time without interaction; The third is a live broadcast room without a real person appearing, with meaningless content such as black screen or static colors/images in the live broadcast screen. Recorded audio, music, radio dramas, and other content are played through long-term mute or playback. Once judged, the platform will take management measures such as warning, delisting of illegal products, and deduction of credit scores.

Summary

The most important aspect of this new regulation is the single holding gameplay targeting live streaming rooms with goods, which has almost blocked all operational scenarios for such teams. As of now, many influencers have been recruited, ranging from limited flow, penalty deposit, to permanent account closure. The severe punishment is a fatal blow to some live broadcast booths, but it is undoubtedly a very useful measure for the audience and the Tiktok live broadcast e-commerce ecosystem. After all, the audience in the live broadcast booths has been struggling to play alone for a long time.

With the continuous improvement of Tiktok live broadcast e-commerce rules, there will be fewer and fewer attempts to cheat attention, interaction and traffic by using illegal methods such as clearing positions and holding orders.For live streaming rooms with goods, the platform will gradually weaken the weight of shallow data in algorithms, reduce the requirements for field observation data, increase the weight of e-commerce data, and pay more attention to the GPM of the live streaming room.

In the future, the live broadcasting room that can come out must have good selection ability, reasonable arrangement order, excellent presentation rhythm and more attention to the content quality of the live broadcasting room, so that our Tiktok e-commerce environment will be more healthy.

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