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Core Insights - The definition of "good content" has evolved, now requiring not only depth and engagement but also visual appeal, conversion efficiency, and high interactivity, often dictated by platform rules rather than creators or audiences [1][12][14] - The advertising industry is witnessing a new trend with the "tap to claim a red envelope" marketing strategy, which encourages offline interaction through technology [3][5] - Brand owners are hesitant to adopt new advertising methods due to concerns about privacy, operational precision, and the potential for negative public sentiment [6][9] Group 1: Advertising Innovations - The "tap to claim a red envelope" method has been implemented in elevators across multiple cities, allowing users to receive cash rewards or coupons by interacting with a device [3][5] - This new advertising format aims to enhance user engagement by facilitating offline interactions, which could potentially revitalize brand interest amid declining advertising budgets [5][6] Group 2: Brand Concerns - Brand owners are primarily cautious due to three main concerns: the desire to observe how leading companies utilize the new technology, worries about public backlash regarding privacy invasion, and doubts about the accuracy of user engagement metrics [6][9][12] - The fear of negative publicity and the potential for ineffective advertising campaigns are significant deterrents for brands considering this new approach [9][12] Group 3: Content Evaluation Standards - The criteria for evaluating content quality have shifted from creator and user perspectives to being predominantly influenced by platform algorithms, leading to a loss of individual agency [11][12] - The emerging formula for "good content" includes multiple requirements such as quick engagement, clear messaging, and interactive elements, which may lead to increased competition among brands [10][12] Group 4: Audience Behavior - There are signs of audience disengagement, with some users opting to disconnect from online platforms and participate in offline activities, indicating a shift in consumer behavior [13][14] - Younger consumers are adopting strategies to counteract aggressive advertising, demonstrating a growing skepticism towards brand messaging [13][14]