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广州广告策划直播带货下半场,到底拼的是什么?

发布日期:2020/5/21

文章摘要

 广州广告策划直播带货下半场,到底拼的是什么? 今年所有的风口中,恐怕没有比直播更受瞩目的了。 从去年薇娅、李佳琦全网破圈走红,Become the head flow that can...

 广州广告策划直播带货下半场,到底拼的是什么?
今年所有的风口中,恐怕没有比直播更受瞩目的了。
从去年薇娅、李佳琦全网破圈走红,Become the head flow that can talk happily with ma yun,再到今年罗永浩“下海”再创业首场直播带货1.6亿,再到董明珠直播一场销量With 310 million yuan, it equaled gree's annual e-commerce revenue -- online and offline, it seems to be out of step with The Times if we don't talk about live broadcasting
But in the brand in succession to live with goods eager to try at the same time, dong mingzhu, luo yonghao such a star entrepreneur, and li jiaqi such experienced anchors are often turned over, coupled with the rising costs, how to do a live broadcast has become a common headache for brand business proposition.
而比翻车上热搜更让品牌担心的是,如果一场直播做完,没有观众、没有转化、没有销量,恐怕是比全网翻车更为尴尬的场景。
在人人争相入局的直播带货下半场,想要拥有直播间内红火热闹的几十分钟,所需要的是直播间外一整个品牌生态的建设做依托。
直播的天然缺陷

虽然今天人人都在谈直播带货,直播在瞬时成交上的表现也十分突出,但直播这个形态也是有它的天然缺陷的。

首要问题在于直播的强实时性:一场直播动辄几个小时,但基本上不会有用户会全程蹲守直播间。Most users don't spend hours listening to anchors talk about products. Even though luo yonghao, for example, watched more than 10 million videos of douyin live streaming in the first day, the online peak was only 2.9 million.
与此同时,实时进场的用户也很难跟进——这也是为什么主播带货一个商品只会讲几分钟,Because the user's attention will not be concentrated in the live broadcast room for a long time, it must be short, flat and fast to achieve the promotion effect
Therefore, the overall narrative of live streaming is completely non-linear and fragmented, which means that live streaming is actually not suitable for brand building: it is difficult to tell a brand story in a few minutes,直播间里的观众也很少会有耐心听单方面的输出。此前一些品牌在这方面的尝试效果也并不好,例如董明珠在抖音首场直播里讲格力和自己的创业故事,从各方面反馈来看,用户就并不买账。因此,在品牌传播上,就必须在直播间外有其他动作来做补充。
而由于强实时性,直播也兼具了强互动性和强突发性的特点,这对主播的临场能力是很大的挑战,屡屡登上微博热搜的各种翻车案例都说说明了这个问题——可以说是直播对企业最大的挑战之一。
与直播的强实时性相对应的,则是直播的弱传播性。
一On the other hand, it is very difficult to spread the video content that often lasts for several hours, which has been a hard injury of live broadcasting since the era of live broadcasting in the show field. Even li started streaming live in 2017, but it was the viral spread of the "OMG" short video that ran the chopper. With so many competitors streaming in today,单靠直播本身走红,难之又难。                       
另一方面,直播传播性弱还有一个原因:在于直播“间”的概念下,内外领域分明,两个不同的传播场是完全割裂。直播平台大多没有可供讨论的公域,一个直播间就相当于一个单独的私域流量池,不同的直播间之间彼此It is difficult to form natural interaction, only by connecting wheat and other tools to form the flow. This is why every time li jiaqi live broadcast of the topic point, or have to go on the micro blog hot search to ferment, even li jiaqi apology also get micro blog statement,本质原因还是在于直播本身的传播性差。   
与此相应的,直播还有一个特点在于在短视频平台算法分发的影响下,直播间的管道性其实很强,一场直播播完,下一次直播很难保证同一批用户的重复观看,新增用户也并不容易被留存下来,流量的复用性比较差。
像老罗直播,第一场单场千万累计观看,到第六场虽然仍然有抖音加持,粉丝总量也到达了1000万以上,但累计观看只剩下不到600万,同时在线峰值只剩下30万——这还是在老罗自带话题性,反复因为“翻车”登上微博热搜的基础上,可见流量复用艰难。
由此也可见,一个完整的“直播”It's not just a few hours in the studio:真正要做好直播,一样要跑完一整个从用户初次触达到留存、长期运营的闭环。
要做好一场直播
功夫在直播间外
和表演的“台上一分钟,台下十年功”一样,品牌从触达消费者到最终在直播间内完成瞬时转化,所走过的历程往往是漏斗形的,也必须完成前期大量蓄水铺垫、同步加热,以及后期二次发酵和精细化的长期用户运营才能真正的实现直播的价值。
First of all, it is important to build the brand in advance of the launch. Strong instantaneity of live broadcast means a strong sense of ritual: if there is no sufficient warm-up in the early stage of live broadcast, it is difficult to obtain a full and effective flow, and only with sufficient accumulation in the early stage can one's feet be completed in the live broadcast.
The operation of OPPO Find X2 release is quite typical: on weibo, first through the celebrity fan effect, the self-confident eyebrows of li yifeng were heated up to build a brand. Then, the official topic of # OPPO Find X2 was set up, and the brand topic page was used for brand construction to build a "reservoir" in the public domain flow. Then use super fans to preheat the information of the press conference, seize the private domain flow that can reach the target users, and preheat the water for the brand topic.
而在蓄水完成后,直播当时就要高位放水形成爆发之势,最直接的就是要多点位高曝光、全方位多渠道导流,把声势真正地造出来。要实现这样的效果仅靠直播间流量是不够的,尤其是品牌自播,自有流量远远不足以形成声浪,必然要借力于各类公域私域流量工具。
就连前面提到的OPPO,In this brand identification and the heat of the national level, released in the Find X2 officially began to live and have additional traffic tools on weibo to do a lot of investment, the comprehensive attention intercepting, finally realizes the conference live broadcast amount exceeds 75 million, the topic of reading effect, the importance of attention to traffic tools into leveraged overall leverage.
In addition to the spread of flow tools, their own hot spot ability is also very important.
比如说像喜茶这种高热度网红产品,稍有动作就能“热搜预定“,近期就因为几次微博抽奖都抽到了竞品粉丝,“喜提热搜”,两天话题阅读量就已经高达7.3亿。同时喜茶自身也具备造梗能力,和微博抽奖平台官方账号以及几个竞品进行互动,又带动了粉丝疯狂艾特各家竞品的强互动,既吸引了关注,又留下了有趣会玩的品牌印记。
喜茶这个还算是应势造梗,产品发布类的营销活动,就更需要品牌自发进行精细化的运营策划了。比如说vivo S6在发布前,就利用了代言人刘昊然“自拍黑洞”的外号,再与娱乐类别的大号联动,提前埋梗;等到直播发布会当中,品牌再连线刘昊然用新品自拍“交作业”,一下子就突出了产品“自拍神器”的标签。
另外,考虑到直播场内外互动的割裂,直播结束后,持续把握舆论场动向也是相当重要的。
这里不得不提的是,要做好直播内容的二次传播, the real interactive public opinion battlefield or in the micro blog and other social media. Consumers may be impulsive consumption in the broadcast room, but may also jump out of the secondary search information, especially mobile phone 3C and other customer price is larger products, at this time the guidance of brand information is very important, evaluation and other multi-directional information will produce secondary effect. After the release of vivo S6, the combined KOL of the whole station exceeded 630, and the total reading volume of 189 million was launched, so as to ensure the global heat after the end of the live broadcast.
In addition to KOL, in the era of KOC's rise, ordinary users and fans had to be taken care of,尤其是为了提高直播的流量复用效率,长期的品牌粉丝群体运营必不可少。直播间内,瞬时沟通互动性强,但单个粉丝很难被照顾到,精细化的客户及口碑运营的功夫设计也必须在直播间外。


而在粉丝运营这一点上,在目前行业内的现行方案中,抖快的私域运营工具构建还不成熟,从不同平台导流到微信私域的转化成本和运营投入则较高,而电商平台上的商家粉丝群利用率比较低,整体看下来反倒是微博因为与淘系的链路连接紧密,目前相对而言是流量损耗较小且整体效率较高的一个平台,也是较为适合承载直播后粉丝留存的平台。


对于品牌而言,2020年直播带货已经过了做不做的阶段,而过渡到了怎么做才能做好的挑战上。而想成功做出一场能够有完整瞬时爆发的直播,除了技术层面的基础建设以外,更重要的整个品牌建设及流量转化的链路必须搭建完整。


拓源新思广告直播的商业价值绝对不仅限于分钟的播放量和限时下的交易量。想要真正做好直播,直播间之外的长期品牌生态建设才更加必不可少。http://www.towin-expo.com/


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