Tik Tok prohibits pretense and cracks down on fake personalities!

The Douyin platform recently issued the "Announcement on the Governance of Fake Personalities", which clearly stated that it will crack down on and restrict those who use fake or exaggerated identities to gain user trust. The introduction of this policy is not only a purification of the platform content, but also a further protection of user rights.

No more showing off on TikTok!

01 Douyin prohibits fake personas

On July 22, Douyin officially released the "Announcement on the Governance of False Personalities", which stipulates that any person who gains users' trust by claiming to be a senior executive of a famous company, an expert, a master, or other false or exaggerated identities, and who may cause economic or emotional losses to users, will be subject to crackdowns and restrictions.

The core of the announcement is three points:

First, identity exaggeration

Some people say that they are entrepreneurs of listed companies, executives of large companies, have trained thousands of students, have tens of thousands of paying users, have sold goods worth hundreds of millions, and are presidents of chambers of commerce, etc.

Second, it cannot be verified

Many identities are ambiguous and have no official certification, such as having trained 10,000 students or having more than 100 chain stores across the country.

It also states that it hopes to help 10,000 people increase their income, which is a future-oriented commitment.

Third, account restrictions

Currently, Douyin requires all authors to start self-examination. Either they go through the official certification channel, or they are reported, which will restrict a series of rights such as searching, publishing, bringing goods, and following.

You can see the announcement for details!

02 Why should we crack down on TikTok?

This is a move in the field of knowledge payment and IP-related fields after Douyin stopped using the Xuelang APP.

Douyin Xuelang APP has stopped service!

So, why does TikTok do this?

Why did TikTok allow people to brag on it in the past?

1. Phased Mission

Any group, model, or IP has its own phased mission in the process of platform development.

For example, all content platforms start out with celebrities, borderline women, and vulgar jokes?

Why?

Because there is traffic!

The same is true for Douyin for all kinds of knowledge, community, IP, online earning, side job, and training bloggers who are active on the platform.

Only if you tell people that they can make money on Douyin will people be willing to come and pay.

2. Reduce negative impact

Over the past year or so, much of the negative news about Douyin did not come from the e-commerce companies that Douyin had high hopes for.

It is precisely the paid training and paid communities from various IPs.

From Da Lan, DADA, Li Yizhou to Hai Shen, Tou Tou Tang, etc., they were exposed to negative news and almost all of them appeared on CCTV.

Including the recent public opinion incident involving Baidu’s vice president of public relations, which was also due to the establishment of his personal IP on Douyin.

These accounts did bring some buzz and traffic to TikTok in the beginning, and some of the corresponding accounts had over 10 million fans, but the negative impact was too great.

Many mothers, college students, ordinary office workers, unemployed people, etc. have been the so-called "leeks being cut".

If people mention Douyin as a scam, it will have a great impact on Douyin's e-commerce business.

03 What impact does it have on IP bloggers?

Currently, Douyin’s official account is still in the stage of allowing everyone to correct and check themselves. So what impact will it have on IP creators next?

1. Similar identity and achievement information published in personal profiles and covers will be restricted. For example, if you enter "founder of a certain company", you will be prompted to submit materials for certification.
2. A batch of accounts will be restricted from searching, unable to be displayed and followed, or even directly blocked.
3. For some newbies who have just paid money and enrolled in training courses such as Douyin, and want to create a so-called high-end successful persona, the first path has been blocked.
4. The follower conversion rate and payment rate of many accounts will decrease because these pretentious endorsements are gone.
5. Not only is the introduction not allowed, but also the content on the previous cover and the stickers in the live broadcast room must be removed. Otherwise, either the content will not be published or it will be restricted.
6. For ordinary people, being a blogger who works hard on content delivery is a good thing!

To be honest, although this policy is very small, it is only one or two sentences written in the introduction and cover.

However, it still has a very important impact on users' cognition, attraction, and author's influence, links, and conversions.

04 How do knowledge bloggers respond?

So now that there is a policy, how should we respond? How can we improve our endorsement through other reasonable and compliant means?

In fact, there are many ways to strengthen personal endorsement. You can read my previous article.

But from the video itself, I would like to give you a few suggestions:

1. Top three posts

For example, if you are in the training business and have given some speeches and training offline, you can edit some of your own clips into a video.

For example, if you have won some honors, taken photos with someone, have any certificates or trophies, etc., you can also make a special display of them.

The top three posts on an account can be about business, honors, delivery, etc., to highlight one's own strengths.

2. Display scene

When you took your own photos in the past, you wrote all kinds of self-proclaimed titles on the cover.

Then you can change the way you shoot, such as showing office buildings, factories, high-end outdoor places, etc.

Or several people share an office or car scene for filming, which is also a kind of endorsement.

3. Interactive method

In addition to shooting with a fixed lens, you can also interview others, share your participation in offline activities, and shoot videos of your own actual frontline work.

Go out and share what you have done, manage your own team, provide consulting to others, etc.

In some videos, others may call you chairman, teacher, director, etc.

You can also pin a post in your own comment section.

There are some fixed scenes where you can display trophies, walls of honor, etc. on the desktop, background wall, etc.

In short, through multiple dimensions, from avatars, background pictures to three top posts, interactive areas, and shooting background lights, you can highlight your professional ability and business strength.

This will attract more people to recognize you, thereby increasing everyone's attention and conversion.