Short videos are becoming one of the most popular and popular spiritual products in the human world. In just two or three years, the short video platform represented by Douyin has become the most growing Internet content production mode that can focus the attention of the people.
There must be thorns behind the flowers. Many speculators aimed at this piece of cake and tried to gain improper benefits by exploiting loopholes and scoring sideballs. For short video platforms such as Douyin, the governance of the platform that has been fully promoted since its creation is once again facing challenges-this anti-black and gray industry war has entered the midfield.
This is an unprecedented non-virtual war. The reason is that the various types of illegal content and illegal content that short video platforms have to face seem to be online accounts, but the gray chain of interests behind them is deeply hidden offline, covering "bookmakers", hackers, and "marketers". "Etc., and the trend of cross-platform development is becoming increasingly prominent.
The war with "Shadow" has just begun, and may not have an end in a long time. However, Douyin must go all out.
The "monsters and ghosts" behind 1 billion short video users
With the popularity of the short video industry, Douyin, Kuaishou and other short video products have more than 1 billion users. Among them, Douyin alone has a daily activity of 600 million, and users who use it for more than 30 minutes account for 35%.
Behind the 1 billion users of the prosperous short video platform are hidden monsters of various colors: all kinds of black and gray products, pornography, fraud and other illegal and illegal content emerge endlessly.
It is common for us that for the so-called high popularity and corresponding gains, some anchors collude with illegal circulation agencies, brushing powder, checking the volume of live broadcasts, some fraudulently pretending to be celebrities, and others posting sexually suggestive content for pornography diversion.
The mixed story of "60-year-old aunt is going to marry Jin Dong" that has been circulated recently on the Internet is deliberately deceived by scammers who use the weakness of some women to have emotional gaps and inner loneliness at a certain stage in their lives. Typical Case.
As the leader of short video platforms, Douyin with the largest user base has become a rich cake in the eyes of criminals. According to media surveys, a Douyin account with 1.37 million fans is priced at 80,000 yuan; 50,000 fans + 50,000 likes + 50,000 shares + 5,000 comments + 1 million views are priced at 5,800 yuan; Music artist certification is 298 yuan, enterprise certification is 700 yuan...
These businesses of brushing powder, brushing likes, and selling account numbers ranging from a few yuan to 10,000 yuan have already quietly covered all Internet search channels. The tricky thing is that these monsters are changing at any time, from the earliest phone scams to the use of social networks and e-commerce platforms to scams, which can be described as "advancing with the times."
And now, with the popularity of short video platforms, they have done business here. As a result, the confrontation between short video platforms and monsters has become the norm.
In order to deal with the "monsters and ghosts" that harass users from time to time, the platform also needs to defend itself from all angles. For example, Douyin starts from the user side and builds defensive measures against user functional scenarios. For example, in the user’s search scenario, through search intervention, the suspected high-risk account is blocked, and at the same time, the user is shown reminder copy to remind the user to pay attention to identification. Prevent losses.
In each problem video, both parties to the incident are in different scenes, associated with different people, and corresponding to different risk points. Take minors as an example. Compared with adult users, children lack the ability to identify, protect themselves and even report. In this regard, Douyin will provide model strategies for content that may be misleading to teenagers on the operating side to isolate them from the youth group.
One billion short video users have different scenes and different circles. The same thing is that they must all be protected by the platform.
Contest with "shadow"
For short video platforms, all kinds of demons and ghosts are like shadows, but you can't touch them when you see them.
On the one hand, compared with the traditional fight against evil, black and gray products seem to be visible on the platform, but the real object is not there, and it is difficult to fight. For example, offline cracking down on pornographic venues appears to be on a page and a pop-up window, but the gangs behind them that release information about traffic are constantly changing their accounts, and the content they publish is also constantly changing.
On the other hand, where there is sunshine, there will be shadows. The black ash production has existed since the birth of the Internet. With the prosperity of the Internet, black ash production has also spread across various industries and products. The head of the security business of an Internet giant once told the media that industries such as finance, e-commerce, social networking, live broadcasting, travel, and gaming are all prone to Internet black and gray products.
According to the "Global Risk Report 2020" released by the World Economic Forum, data fraud or theft and cyber attacks are the top ten global risks that may occur. By 2021, Internet black and gray production will cause up to 6 trillion US dollars to the world. loss.
Anti-black and gray production and platform governance have always been key tasks of the Internet industry. It is a complex and long-term system project that requires the attention of major giants. Many Chinese and foreign Internet giants are also Internet anti-black and gray production giants, such as Microsoft, Amazon, Ali, Tencent, Baidu, Douyin.
Due to its own industry characteristics—different from text, pictures, etc., it is difficult to find video problems—the short video industry platform governance is more complicated. In order to combat the "shadows" in a better way, Douyin has explored a complete set of governance work chain from discovering problems, dealing with problems, and avoiding problems, with particular emphasis on early discovery of problems.
To this end, Douyin has established a security center with a security risk inspection team responsible for daily inspections and cleanups within the station. This team is a bit like the Internet special forces in the film and television, but their weapons are not guns, but algorithms, procedures, and technical interceptions.
This "virtual war" is also a "mass war". Tens of millions of short video audits are conducted every day. It is not enough to rely on a professional team. Therefore, users acted as "scouts" and became the whistleblower who discovered the "shadows" in the first time through reporting and complaint mechanisms such as on-site reporting, email reporting, telephone reporting, and woodpecker applet.
This is an all-round blow to the "shadow". In addition to people, technology is also essential. At the bottom, Douyin is based on the account model and content model formed by technology, quickly screening and identifying, and solving the "authenticity verification" of a large number of suspected content in the shortest time.
After the "fake Jin Dong" incident, Douyin formulated an emergency plan to quickly clear Jin Dong's relevant accounts in a short period of time, and checked 5000+ suspected Jin Dong counterfeit accounts. As of the end of October, 143 topics have been removed from the shelves and 1.95 million problematic videos have been processed.
Fighting happens every day. After the battle, Douyin will review every problem encountered. Therefore, various detailed functions of the management of the Douyin platform will be iterated frequently to avoid problems on the basis of discovering and dealing with problems.
Before the "Fake Jin Dong" incident, the Douyin Security Center had begun to research and summarize the problem of counterfeit celebrities. In the first half of the year, the Douyin Security Center launched a recognition model for counterfeit celebrities; with the monitoring of celebrity live broadcasts in July and August The number of counterfeit celebrity accounts has surged, and the Douyin Security Center has built a special review mechanism, standards and procedures, and has developed and launched a new risk control strategy model.
During the confrontation, it launched the big V certification, the model strategy for counterfeit celebrity customer service was launched in the background, and the black and gray private message semantic model and the private message reporting strategy were launched on the private message function side.
In the end, it achieved a real-time attack on counterfeit celebrity customer service accounts of black and gray production, especially during the live broadcast of well-known celebrities. Once, during the live broadcast of Chen He, it was detected that a black production group tried to pretend to be a customer service account to commit fraud. Douyin processed it in real time and even killed Chen He's account by mistake.
When shadows are everywhere, the only way to deal with it is to govern everywhere, everywhere, even across platforms-the Douyin platform governance team follows this principle.
The second half of platform governance
As the short video industry continues to expand, offenders are constantly arming themselves in order to maximize their interests. In the process of governance, the Douyin platform governance team found that more and more challenges were coming.
On the one hand, there is technological evolution. For example, black production gangs can use the group control system to conduct large-scale batch evil at the same time. Because they use the same real equipment as normal people, the difficulty of platform identification is greatly increased.
On the other hand, the cross-platform features are obvious. There are more and more cross-platform violations of laws and regulations, such as pornography diversion, black production gangs buying short video platform accounts in large quantities, and then posting sexually suggestive information videos and comments, and diverting users to third parties such as WeChat and QQ Platform, divert pornographic websites, sell pornographic videos, or recruit prostitutes.
At the same time, the scale of the black and gray industry has grown, and the division of labor in the industrial chain has become more refined. In the latest crimes committed by black and gray industrial gangs, the most upstream members are responsible for providing black industry intelligence, such as which platform has issued new coupons, which platform has performed new activities, and which platform’s review rules changes can take advantage of the loopholes. The sources of their intelligence include QQ/WeChat, telegram group, wool thread forum, dark web and some technical blogs.
The middle and upper reaches of the black production team are responsible for providing basic resources, such as proxy IP, card pool, and code receiving platform. Among them, the proxy IP can be used to register the account, because if the same IP is always registered, the platform is easy to block; the code receiving platform is used to collect the verification code when the mobile phone is registered.
In addition, midstream members are responsible for providing crime tools, such as seckill tools, registration machines, powder brushing software, etc.; downstream members are responsible for cashing channels, conducting red envelope cash withdrawal, placing orders, account reselling, powder brushing service sales, scalper reselling, etc.
This means that the management of short video platforms including Douyin has entered a more complex and varied second half.
Technology is a typical double-edged sword. The Douyin platform governance team is constantly promoting the optimization and improvement of governance technology, and the black and gray production gangs also use their own resources to quickly apply the "new technologies" developed by various hackers. The upgrade of Douyin's confrontation with black and gray production.
New confrontation difficulties have also emerged, such as information asymmetry. Before being attacked, the platform does not know what means the black product will use to attack. The answer given by the Douyin platform management team is to continue to develop new technologies. At present, it uses mobile security, big data analysis, artificial intelligence and other technologies to build a three-dimensional defense system to help the platform perform comprehensive and multi-dimensional risk identification.
Passive defense is never as good as active defense. The Douyin platform management team launched more professional offense and defense under new difficulties, such as conducting security operations and risk control research, and proactively understanding how gray and black products are attacked.
Just as the regular army needs to continuously test its actual combat capabilities through exercises, the Douyin Security Center has established an offensive and defensive team to simulate black production attacks on businesses, and conduct recurring research on malicious paths to discover potential attack threats. In this stage, the Douyin Security Center has experienced the evolution of cheaters from machines to real people, and has also studied related defense methods.
As a result, the Douyin platform governance team is engaged in two “battles” at the same time every day. One is external, dealing with real black and gray production gangs; the other is internal, a normalized simulation exercise for offensive and defensive teams. The intensity is no less than external offense and defense.
However, the Douyin platform governance team is still facing increasing pressure, and the trend of cross-platform crimes by gangs such as black and gray products is becoming more and more obvious. This not only exacerbates the difficulty of governance of a single platform of Douyin, but also brings security governance to the entire Internet. A greater hidden danger.
The biggest feeling of the members of the Douyin platform governance team is that they hope to continue to strengthen cross-platform linkage governance in the future. First of all, I hope that the big data linkage between enterprises and enterprises can improve the efficiency of finding problems and the effect of combating, and at the same time, it can deal with fraud on other platforms earlier.
The core value of platform governance is technology. The Douyin platform governance team believes that whether the joint construction of risk control models can be explored in the future is the key to technology-driven platform governance: based on the linkage of black and gray production big data, multiple platforms are in the risk control model In the construction of the system, joint modeling is further realized, which is provided to the industry to improve the efficiency of problem solving.
In addition to the synergy between the platform and technology, the Douyin platform governance team also hopes to strengthen the interaction between the platform and the public security and other law enforcement agencies, so as to achieve "online traceability and offline investigation". Every time a clue to a black and gray product case is found, it can be Link its gang.
From the perspective of the Douyin platform management team, any problem in the short video industry is not a single platform problem, but a problem faced by the industry and society. This requires the entire industry and the entire society to achieve resource sharing and collaboration Co-governance.
Conclusion
Cross-platform governance and normalized linkage between enterprises and law enforcement agencies may be a more difficult proposition, but the Douyin platform governance team is full of confidence: "Whether it is Douyin or other short video platforms, the Douyin Platform Governance Office Some of the problems we face are old and some are new. Douyin believes that the integration of technology and people can more effectively deal with this new issue."
Technology is a weapon, and people are fighters. Only by mobilizing all the resources that can be mobilized into weapons and fighters can society truly win the battle against online black and gray products. The offense and defense of Douyin with thousands of monsters and ghosts and "shadows" is not just a battle on one platform, but also a part of the battle on other platforms and the entire society. Only with concerted efforts can we advance this battle involving the whole people and society in depth.