重拳出击虚假营销，小红书组建了一支“战队”

Core Insights - The article highlights the increasing prevalence of false marketing on internet content platforms, which has become a significant issue for brand merchants aiming to capture consumer attention [1][3] - Xiaohongshu has established a "False Marketing Combat Team" to combat this issue, emphasizing the importance of maintaining a genuine community [4][14] Group 1: False Marketing Issue - The rise of false marketing has led to a decline in user trust on platforms, with tactics such as fake content and manipulated traffic becoming common [1][3] - A specific case from Xiaohongshu illustrates how seemingly innocent posts can be part of a calculated marketing strategy, undermining the platform's authenticity [3][4] Group 2: Xiaohongshu's Response - Since the establishment of the "False Marketing Combat Team" in March, Xiaohongshu has banned over 12 million fake accounts and dealt with 13.76 million false marketing posts, resulting in a 60% decrease in false marketing content exposure [4][6] - The team employs a systematic approach to governance, focusing on five key areas: account governance, content governance, industry governance, brand governance, and search governance, supported by a technical team [6][7] Group 3: Technological Advancements - The technical team plays a crucial role in enhancing the identification and efficiency of combating false marketing through upgraded AI models [7][13] - The team has developed a rapid response system that can identify and address new forms of false marketing within 1-2 days [13][16] Group 4: Community Trust and Authenticity - Xiaohongshu prioritizes maintaining a genuine community, even at the cost of some search data metrics, to ensure user trust and satisfaction [16][14] - The platform's efforts have led to a 20% decrease in user negative feedback regarding search results and a 10% increase in user satisfaction with community content [16][14] Group 5: Industry Trends - Many false marketing teams are recognizing the unsustainability of their practices and are beginning to pivot towards legitimate marketing strategies [17] - The ongoing battle against false marketing is viewed as a long-term effort, with the goal of making the cost of false marketing exceed its benefits [17]