Xiaohongshu Bans Over 1.2 Million Accounts in a Massive Crackdown
Xiaohongshu recently launched a large-scale crackdown on user accounts, banning over 1.2 million within a matter of days. Here’s a breakdown of the events and the platform’s explanation for this sweeping action.
For businesses, this crackdown signals the need to prioritize authentic and high-quality marketing strategies to thrive in an evolving platform landscape. And OctoPlus Media is here offering expert solutions to help brands navigate these challenges. Partner with us to create personalized marketing campaigns that ensure your success in the digital space!
According to a screenshot shared by a user whose account was banned, there appear to be two possible reasons for the ban:
Reason 1: Bulk Posting of Low-Cost, Homogeneous Content
- Content aimed at generating traffic or profit.
- Examples: Coupon exploits, redirecting traffic.
Reason 2: Bulk Posting of Manipulative or Attention-Grabbing Content
- Content that fails to meet psychological expectations or seeks to manipulate traffic.
- Examples:
- Sensational or bizarre topics.
- Mutual following schemes.
- Claims like “double-tap for a surprise.”
(Image source: Xiaohongshu)
Another screenshot shared by a user shows an official notification from Xiaohongshu stating that the account was banned for:
1. Low-Quality Marketing Tactics
- Deliberately exaggerating facts.
- Fabricating stories.
- Creating misleading titles to promote products or services.
2. Redirecting Users to Third-Party Platforms
- Frequently directing users to external platforms through posts or comments.
(Image source: Xiaohongshu)
However, these reasons for account bans have not satisfied everyone. Many banned Xiaohongshu users have claimed that they were inexplicably banned despite doing nothing wrong.
In response, Xiaohongshu’s customer service stated that account penalties are solely determined by the severity of the account’s violations, and users should refer to the in-app notifications they receive for specific details. If the notification specifies a penalty duration, the penalty will be automatically lifted after the stated period, and users are advised to avoid further violations during this time. If no penalty duration is specified, the ban is permanent.
Amid the heated discussions, Xiaohongshu’s official account released a statement explaining the account bans. According to the announcement, the wave of bans primarily targeted black and grey market accounts. Between November 18 and December 16, Xiaohongshu dealt with a total of 1,259,709 accounts, including 252 accounts with over 100,000 followers and 4,941 accounts with over 10,000 followers.
(Image source: Xiaohongshu)
Cleaning up over a million accounts in just a few days is a significant move for any platform. But what exactly are the harms caused by so-called black and grey market accounts that warrant such drastic action from Xiaohongshu?
The Hidden Threat of Black and Grey Market Accounts on Xiaohongshu
Xiaohongshu has identified black and grey market accounts as a growing concern, operating through a two-step strategy. The first step, “account farming,” focuses on rapidly increasing followers by posting bulk, low-quality, and homogeneous content. This includes secondary creations like game clips, variety show edits, and interactive tarot readings—content designed to generate easy engagement. Once these matrix accounts gain significant followers, they transition to “account transformation,” where historical content is deleted or hidden, profiles are modified, and covert advertisements are posted in violation of platform policies. In some cases, accounts are renamed and sold for profit.
(Image source: Xiaohongshu)
While these activities may seem minor and focused on earning small profits, the impact becomes severe when scaled. They harm both Xiaohongshu users and the platform itself, creating widespread negative effects.
Impact on Users
- Economic Losses: Users may be misled into purchasing unsuitable or ineffective products or services.
- Induced Spending: Accounts often promote overpriced, low-quality items or “intelligence tax” products.
- Privacy Risks: User data is at risk due to bait tactics like fake discounts or prize offers.
Impact on Xiaohongshu
- Content Quality Decline: Low-value posts overshadow authentic and useful information, reducing user trust.
- Operational Challenges: Cross-promotion and traffic diversion add management complexities.
- Unfair Competition: Genuine creators and businesses lose traffic to these manipulative accounts.
The Prevalence of Black and Grey Market Accounts Across Platforms
Black and grey market accounts are not unique to Xiaohongshu, nor are they a recent phenomenon. These problematic accounts and the industries supporting them have existed across major content platforms since the advent of the internet, posing significant challenges to platform administrators.
Comparison with Other Platforms
1. Weibo’s Early Struggles:
Weibo was among the first platforms to tackle black and grey market accounts, which often operate through automation rather than human interaction. Using automated tools, these accounts—commonly known as “zombie accounts” or “empty accounts”—are created with fake identities and engage in activities like following trending topics, liking, sharing, and commenting to appear legitimate.
2. Account Monetization on Weibo:
Black and grey market accounts are often cultivated to appear active and credible. High-engagement accounts are repackaged as KOLs in niche fields, while less active ones are sold in bulk to brands, influencers, or businesses seeking quick visibility. These purchased accounts are then utilized for activities such as ranking manipulation, comment control, and even fraudulent practices.
Xiaohongshu’s Crackdown
Xiaohongshu’s recent wave of account bans is part of a necessary self-cleansing process. While the large-scale effort has led to some user dissatisfaction, it reflects the platform’s commitment to maintaining high-quality content—an essential foundation for the survival and success of any content platform.
As platforms like Xiaohongshu take firm action to safeguard their ecosystems, brands must adapt to thrive in this evolving landscape. And OctoPlus Media is here to help you navigate these changes with tailored strategies that ensure your marketing efforts remain authentic and effective. Contact us today to strengthen your online presence and achieve sustainable growth!
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