Starting from September 1st, all "soft articles" will become "hard advertisements"?

Starting from September 1, the "Interim Measures for Internet Advertising Administration" (hereinafter referred to as the "Interim Measures") issued by the State Administration for Industry and Commerce will come into effect. The "Interim Measures" clearly stipulate that all advertisements published on the Internet (including WeChat and Weibo) must be marked with the word "advertisement" and will be officially implemented on September 1.

If it is not marked, it will violate the "Interim Measures" and the consequences will be serious!

On the WeChat platform, the one with obvious advertising logo is Guangdiantong .

No concealment at all, right?

Well, we who are engaged in new media operations , especially self-media people, have always adhered to writing advertisements in a subtle way. At this time, no advertisement is better than advertisement with no trace at all, and our ultimate pursuit is to have no trace of advertisement at all. When the girl saw the message this morning, she was so shocked that she held half a sip of coffee in her mouth for a long time without swallowing it.

So, friends, after September 1st, when you open WeChat, you may see ads like this.

1. Soft articles are no longer soft

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Soft-text advertising is currently the mainstream form of monetization for public accounts. It is commonly seen in big accounts such as Gu Ye, Shen Ye Fa Wu, Wang Zhong Zuo You, and Mi Meng .

The biggest advantage of soft-text advertising is that it uses stories to attract readers and thus guide them to make purchases. This approach is dramatic, allowing readers to see the beginning of the story but not guess the ending of the advertisement, which weakens the profit-oriented nature of the advertisement and makes it easier for fans to accept it.

After September 1st, if the word "advertisement" must be added before the titles of all soft articles, will the masters of soft articles such as Mimi Meng, Gu Ye, Shenwanfawu, etc. line up and faint in the toilet crying?

2. Patch ads are a bit hard

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In-stream ads are mainly displayed at the end of an article in the form of a picture and an internal link. Fans can click on the image to jump directly to the advertising graphic and text. Large sizes with original logos occasionally use this form of advertising.

See the picture above for the effect. The patch advertisement with a big red "Advertisement" seal on it looks like a red waist plaque with the year of birth. The copywriting style of Durex , which was revered as a god in the industry, was also offset without any bloodshed.

3. “Promotion” needs to be renamed

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This is the main method of monetizing traffic on the WeChat platform.

At the beginning, the first batch of advertisements launched on WeChat only included BMW China, vivo smartphones and Coca-Cola. WeChat matches target groups based on phone type, age, city, and expressions of interest.

With the word “promotion” marked in the upper right corner, it already has a strong advertising flavor. Does it have to be replaced with “advertisement” according to the “Interim Measures”?

4. Is mutual promotion also considered advertising?

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Many newly registered public accounts, which have no fans, choose to promote each other with other public accounts in order to attract fans. This is currently a low-cost and quick-acting promotion method. Strictly speaking, it can also be considered a form of advertising.

No matter how great the title is, mutual promotion after adding "advertisement" will seem to be a cover-up, right? The poor little account that is just starting out is really going to have no way out.

Of course, it must be acknowledged that the "Interim Measures" have put forward higher requirements for advertising copy. How to write an advertisement that is vivid, erotic, and confusing, with the male rabbit and the female rabbit being confusing? This is the problem we need to consider~~

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