How to get the correct way to open big V marketing?

In the current era of self-media, information interaction has become more direct and convenient. New media marketing is deeply loved by brands and corporate store owners because of its wide coverage, no geographical restrictions, strong interactivity, and greater targeting.

After years of development, Weibo has accumulated a large number of potential markets and target users. Finding Weibo celebrities to promote is the marketing choice for many small and micro enterprises.

However, when looking for big Vs to promote their products, if you are not careful, you may encounter the big V breaking his promise and the unpleasant experience of arguing with each other, which puts many small and micro shop owners in a dilemma.

01. “Unscrupulous” big Vs frequently “change their minds”, making it difficult for small and micro enterprises to promote themselves

On September 20, 1818 Golden Eye broke a piece of news that many advertisers could relate to. Xiao Yu from Jiaxing opened an online store, mainly selling protein powder and other products. Because Xiao Yu's online store was holding an event on September 9th and 10th, she wanted to promote it on Weibo, so she found this "big V" with 2.91 million fans, added him on WeChat, and finalized the plan.

On September 3, Xiao Yu transferred 6,000 yuan to the other party as a deposit. At noon on September 9, Xiao Yu paid the balance and agreed with the other party to publish the content on the WeChat public account at noon that day and promote it on Weibo at 6:30 pm.

However, in the afternoon of the same day, the other party began to stop replying to messages intermittently. At almost seven o'clock, she replied to Xiao Yu to change the time, saying that it would be postponed to ten o'clock. At ten o'clock, she said that it would be postponed to tomorrow. Finally, at about eleven forty, she sent a promotional Weibo.

The promotion effect was greatly affected by the long delay in posting the Weibo post. What’s even more infuriating is that when Xiao Yu looked at it again a few days later, he found that the Weibo post had been unilaterally deleted by a big V.

The explanation given by the big V later was that "the traffic of this promotion was restricted by Weibo, so the promotion was deleted and will be reissued later." However, due to the big V's erroneous operation, Xiao Yu's promotion did not achieve the desired effect, and subsequent remedies could not recover the losses.

Looking back at Xiao Yu's experience, there are actually several reasons why he was "cheated":

First of all, this Weibo celebrity must lack basic professional ethics and violate the basic principle of integrity;

Second, Xiao Yu did not carefully understand the big V, which led to "careless employment". He directly transferred money to the big V via WeChat to place an order. The lack of third-party supervision provided the big V with an opportunity to "lose trust".

Thirdly, the advertisement was “restricted” because it did not go through the regular Weibo promotion channel “micro-task”, which violated the “Sina Weibo Community Management Regulations” and Weibo’s anti-spam rules, and was blocked or restricted by the Weibo platform, resulting in ordinary users being unable to see the promoted Weibo, affecting the promotion effect.

Weibo Community Convention (Part)

Cases where money is spent but promotional effects are not achieved are not uncommon. When it comes to big V promotion, smaller advertisers are in a relatively "weak" position due to lack of experience and other reasons. And on the Internet, there are many "victims" who have suffered the same fate as Xiao Yu.

Large brand owners have the endorsement and backing of their companies, but small and micro businesses with weaker strength are suffering. How can small and micro businesses “protect themselves from risks” and conduct Weibo promotion directly and efficiently?

02. Be cautious when choosing bloggers. Formal channels are key.

First of all, you must be careful when choosing a celebrity to promote. Before choosing to cooperate with a big V, you need to first understand the big V's background, credit status, user portrait, industry reputation and other information. On the one hand, this can prevent the big V from bringing negative impact to the brand, and on the other hand, it can reduce the occurrence of "loss of contact" and "mutual wrangling" during the cooperation process.

At the same time, screening influencers who match the brand tone before launching can more accurately locate target customers, increase the effectiveness of exposure, and improve the promotion value.

Secondly, for many small and micro enterprises, the promotion channels are still limited to directly contacting bloggers or even finding an agent at random. This "primitive" method is maintained only by "integrity" and naturally has no security guarantee. How can small and micro enterprises break the impasse?

In fact, Sina has already launched the only official Weibo task platform - "Microtask", which connects brands and Weibo bloggers and provides both parties with standardized, credible and transaction-secure promotion task matching.

Safe transaction protection

For advertisers, secure transaction guarantees are the cornerstone of mutual trust. When placing an order through the "Microtask" platform, the promotion fees are first traded to a third-party platform. After the task is completed, the fees will be automatically deducted from the transaction account. The big V cannot access the fees before the task is completed, thus maximizing the security of the transaction. At the same time, when the advertiser selects an account and places an order, he or she must first fill in the basic information of the task, including the original/forwarded words, the original picture, the original link to be forwarded, set the task start time, etc., to effectively avoid situations like Xiao Yu's experience where the big V changes the release time without reason.

Maximize the release effect

In addition, the task content published in the micro-task is subject to content review through the official platform and complies with Sina Weibo's content and anti-spam rules. Weibo accounts will not be punished for performing tasks. Simply put, the advertising information released through "micro-tasks" will not be "restricted" or "blocked" by Weibo, giving the promotional information maximum exposure and ensuring the release effect.

Authoritative and transparent publishing prices

The Weibo accounts on "Micro Tasks" have clearly marked prices, and the promotion prices will not be adjusted arbitrarily due to subjective factors such as different brands or promotional content. Moreover, each account will be evaluated based on official data, and the star rating will clearly indicate the value of the account, intuitively helping advertisers to identify low-quality accounts and ensure promotion effectiveness.

In addition to the advantages mentioned above, "microtasks" also provide various evaluation dimensions, such as account category, number of fans, ratings and other data, using data performance to provide advertisers with certain placement references... For advertisers who want to promote on Weibo, Weibo's "microtasks" have avoided many risks through official channels, thereby providing advertisers with greater protection. This official platform, which is based on Weibo's "micro-task" model and effectively protects the rights and interests of both advertisers and bloggers, has also been adopted by many new media platforms, such as Douyin's "Star Map Platform" and Xiaohongshu's "Brand Partner Program". The purpose is to help advertisers simplify processes, reduce risks, and provide advertisers with a safe, reliable and effective promotion channel.

If "Xiao Yu" looks for a big V on Weibo to promote again and knows how to use the official channels of the platform, I believe that something like "Promotion was not careful, Xiao Yu shed tears" will never happen.

I would also like to appeal to all the "big Vs" here that integrity is the foundation of life. "Big V" means having more followers and supporters, and you need to set an example and respect professional ethics. Don't become a "typical case" of breaking trust.

Author: Wu Duidui

Source: Wu Duidui