(网经社讯)2019年快手总收入为500亿元左右,其中直播收入接近300亿元,游戏、电商等其他业务收入为几十亿元。
相比2019,抖音2020电商直播GMV的增长能翻五到六倍,最高可达到10到12倍左右。
从短视频到直播,更是KOL的变现必经之路
直播成为短视频平台和KOL的流量变现通路那么,品牌也一定要抓住短视频+直播的套路。
直播带货前,品牌进行短视频种草的必要性
短视频种草是消费者形成产品认知的关键一环
短视频种草能够有效激发用户需求和转化效率
1. 短视频种草完美击中人性的最本质
从众心理:“好多博主都在用,我也试试。”
权威心理:“这个KOL是名校的专业博士,他推荐的准没错。”
求实心理:“博主用了确实白了,关键还很便宜,买来试试。”
2 . 原生内容更能激发用户需求
短视频“可视化”“场景化”的种草优势:从传统电商“计划性购买”到KOL种草“发现式购买”。
3 . 加速 “ 转化 ” 决策
中腰部:基于同样的“消费者”角色,有一定共鸣
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