And loyalty
The degree of fans’ recognition and trust of bloggers can be judged from the following dimensions:
① The attraction of the up master to fans
Is the main up for entertaining, funny or serious?
I usually watched a video of ghost animals at station B. Hahahaha, it was just right to eat; but when I opened the video of Teacher Luo Xiang, I was sitting in a hurry and took a small book to learn knowledge.
I think the teacher is quite right: there are many fans of the entertaining and funny type up owners, and the fans of the serious and serious type up owners, because the up owners have knowledge content output, the fans are likely to generate inter-individual conflicts. Sense of identity.
For example, knowledge explanation in the field of popular science, multi-angle interpretation and analysis in the field of film and television animation, etc., often resonate with fans, which is a spiritual attraction.
In addition, usually the distance between the live person and the fan is close, and the fan is more likely to have a sense of trust in the real person.
② Operation time means the time for fans to settle
Trust takes time. The earlier an account is operated, the longer the fans interact with it, and the higher the degree of loyalty and trust.
Especially after the ups and downs of public opinion: fans who do not agree with it have been checked, and the rest are old fans who are willing to support and trust, and the connection between the up owners and fans. Closer.
③ The number of charging people and the proportion of fan medals, these data reflect the consumption willingness of fans to be up
There are three ways to get the up main fan medal: charge 50 batteries in total; throw 20 coins into up main video; give away anchor B keila.
The proportion of fan medals can be calculated by calculating the proportion of fans with fan medals and ordinary fans in the recent comment area: the more people charged, the larger the proportion of fan medals, indicating that the up owner has more loyal fans.
④ The attitude of fans towards “Qia Fan” of the up master
You can check the attitude of the fans according to the comment area of the previous cooperation content. If not, you can also ask the main up to post dynamic questions to test the attitude of the fans.
2. Is the main selection correct?
1) Communication power evaluation
Total fans and recent active fans.
The total number of fans is the amount accumulated in history and cannot represent the recent performance of the up owner, so you can pay attention to the number of recent active fans (the number of active fans can be inferred from the dynamic readings of recent up owners, and the client can view it. This data).
There are currently 180w active up owners in station B. Given that the private domain traffic characteristics of station B are similar to the WeChat platform, up owners with more than 1w fans have a certain degree of influence and can conduct commercial cooperation.
2) Impact assessment
The first step is to attract themes
Any consumer behavior is to solve the problem, that is, to solve the pain point. If you want fans to buy, you must tell him clearly and simply that there is such a problem.
The problem can be positive (the yearning for something beautiful) or negative. The negative is more likely to cause fear among fans, because everyone hates loss.
For example, give a picture of big pores all with acne. A girl who loves beauty sees it, so panicking?
The second step is to stimulate interest and arouse desire
What is causing this problem? How to solve this problem?
The flavor of Chafan is here!
This step is very important and needs to reflect professional knowledge. It shows that the main upholds the attitude of being responsible to fans for promotion. It can be explained and introduced from scientific principles, such as the interpretation of skin care products.
Furthermore, coupled with real-person use experience scenes, multi-angle, multi-scene display of the product’s functional selling points and appeals, making the advertisements softer and relatively receptive, and the blogger’s experience of using real people further enhances the product Persuade power.
Of course, you cannot blindly praise the product, and talk about the product from an objective perspective, so as to highlight the authenticity.
Secondly, you should not be too greedy and want to write the content of your product very detailed, but too much content will cause users to not be impressed. It is best to emphasize only one selling point at a time, and concentrate on strengthening this core selling point so that users Remember the product in a short time.
The third step is to facilitate placing an order
Promotional activities are a key step to improve the final conversion. At the end, special offers, bonuses and other activities are used to stimulate fans to place final orders. Put coupon links or store links in the comment area to drain traffic, which can reduce user searches. One link.
Here, brands can build modular material libraries, such as scene-oriented pain point materials, product function materials, and popular science knowledge materials. What needs to be changed is the real-life experience material of the up master. It is better if the up master is willing to cooperate with real people to shoot. If not, you can self-model the special material library.
After the material library has been established, it can be used with patterns. It should be noted that the rhythm, background music, and narration dubbing of the entire ad must conform to the personality style of the up master.
After creating different versions, conduct a small-up host’s launch test, through continuous trial and error, optimize the material library, improve the quality of content creativity, and form the integration of creativity and production elements for multi-subject content creation, and then carry out large-scale distribution and re Creative placement.
I have to emphasize a few key words of the content: real, interesting, and informative.
2. Content publishing
1) Time when the content will be published: 8pm00-10:00 and Saturday and Sunday
It is often the peak period of traffic. If you want to seize this time period, you must upload the video in advance for review.
Because there are huge uploads at station B every day, the review time is very long; a video review is often 1-2 hours, especially during peak periods, where review time is longer.
Generally, the release at 5:00-7:00 in the evening is a more appropriate time period, just in time for the peak traffic period, which can get users’ viewing and exposure, forming a stable playback, making it easier to naturally recommend and get more Exposure and attention.
Don’t ignore the basic traffic. This is your guarantee for later traffic and the standard by which the platform judges your content.
2) Content interaction: one-click triple connection in time after publishing
On the one hand, it is to refresh the video data to make the video more exposed.
According to the promotion formula of the content, it is necessary to increase the interaction of comments and barrage to increase the weight of the video and increase the recommended exposure.
On the other hand, make good use of comments and barrage to persuade users who have already planted grass to guide purchases.
Here you can add a bullet screen topic, allowing fans to send more bullet screens to enhance interaction.
Mini’s barrage topic: Have you ever eaten anything? You sound weird, but I tried it once and thought it was delicious
Commentary zone navy guidance for fascia strength evaluation
3) After the content is released, it is necessary to follow up the communication effect and public opinion in time
Communication effect:
Check in time whether the playback volume of the promotion video after 24 hours has reached the fluctuation range of the recent 5 works. If it does not reach the fluctuation range of the recent 5 works, you need to contact the host to find the video again in time or upload the video again.
If the data is normal, within 5-7 days after the content is released, the up main forwarding video can be exposed again, or you can contact other up mains to forward the video to increase the value of secondary dissemination.
Public opinion effect:
Analyze the sentiment of the comment area and the bullet screen, the fans’ acceptance of the promotion andNumber of fans, domains, operating hours, etc.)
Ad format (full film customization, video placement)
Feature film content and advertising content (component analysis, grass planting evaluation, etc.)
Advertising time
Advertising volume and interaction volume (coins, comments, likes, favorites, bullet screens)
2. Effect direction: Remarketing effect
This part mainly collects the sales conversion effect of advertising. One is the direct sales conversion, which is measured by ROI. Generally, the sales, coupon receipts and usage of the up owner will be counted to see which link is Play a key role and see if there is a pattern.
The other is brand exposure and drainage. You can look at Taobao’s search traffic and search term index to determine whether there is a relatively large diversion in a certain period of time.
Reference material:
“B Station Brand Marketing Guide: Generation Z Fight 2020”
“2020 Marketing General Case: Activate Young Marketing Power”
“Bili Bili continues to go out of the circle, the sea of stars at “Xiaopo Station””
“Cass Data: 2019 Beauty Short Video KOL Marketing Report”
“Taobao links can be linked in the video and live broadcast rooms of station B. What opportunities does it bring to businesses? 》