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抖音上线账号电商等级!17万粉丝的种草号是怎么连续8天上销量达人榜?

近几个月来,抖音为了电商生态健康发展,作了很多调整:

1月 购物车视频发布频次调整

1月 化妆品商品重整

……

而前几天,抖音又进一步上线了带货号的作者等级项目,将带货号分为V1-V7,7个等级,等级越高,享用权益越多。

已经开通橱窗的抖音号可以在个人的商品橱窗里,查看自己账号的等级。

个人等级每周三更新一次,主要根据内容质量、内容影响力、粉丝影响力和商业影响力4个方面进行评分。

经常发布或删除低质、搬运带货视频,以及没有持续内容输出的带货号的权重可能会被降级,这也就意味着,以往“以量取胜”的带货方式将会逐步被淘汰,取而代之的是优质、垂直的带货种草号,带货视频势必变得更加优质且规范。

不同等级的带货播主享有不同权限和扶植。

我们注意到,只有V4级以上的带货播主才能登上达人榜和好物榜,这也明确抖音在进一步促进生态良性发展,规避了低质号“投机”上榜的可能性,增加了优质带货播主上榜的机会。

那么,在上线了带货号的作者等级项目后,达人榜的上榜播主都有哪些特征呢?

飞瓜数据整理了17-18号期间,达人榜Top50的82名播主数据,发现上榜播主多以美食、种草、穿搭为主,其中两天都上榜的播主大多有鲜明的人设,比如「韩国媳妇大璐璐」「c小旭呐??」。

同时,上榜播主的粉丝体量多集中在10-100万的播主中,两天内小于1W的上榜播主仅有1个,可见现在低粉号想要“逆袭”上榜,是有一定的难度的。

而在上榜的播主之中,超60%的播主都有通过直播带货,随着带货视频的门槛提升,很多播主都开始抓住直播的流量红利,试水直播带货。

那么现在到底有多少抖音电商号,已经开始通过直播红利期的流量带货了?

我们通过飞瓜数据选取近30天每日新增视频电商和直播电商数的趋势图,发现最近抖音的调整,在这周的抖音带货中,直播电商和视频电商的数量已经趋同可见现在直播已经成为抖音变现的重要流量渠道之一。

那么要怎么快速切入直播带货?如何找到正在带货的直播间,学习优质的带货经验呢?

为了让用户快速发现今日抖音热门带货直播号,飞瓜数据在“直播带货排行榜”的基础上,新上线【实时直播带货达人榜】,实时更新今日正在直播的优质带货直播间,方便用户随时发现带货直播间和直播热卖商品。

可以按实时直播销量和在线人数峰值排序,查找正在直播的带货播主,并同步查看今日直播间人气、直播销量和热卖商品,还可以直接扫码观看播主直播间,或监控直播销售数据。

△图片来自:飞瓜数据 – 实时带货直播达人榜

一场直播带货40万,17万粉种草号是怎么连续8天上榜的?

我们以NO.15的「种草丛」为例,她这场直播的实时人数峰值近1000,直播预估销售额38W,那么她是怎么通过直播带货的呢?

我们可以点击播主名称右侧的直播提醒,进入播主直播间,也可以点击左侧的【播主详情】查看该播主直播的具体带货数据。

△图片来自:飞瓜数据 – 实时带货直播达人榜

在【播主详情页 – 直播记录】中,我们可以找到正在直播中的直播记录,点击【直播详情】,可以查看直播间的实时数据。

我们可以看到「种草丛」从8点半开始直播,直播间的最高在线人数是1037人,在2个小时的直播时间内,销售额达到了39.7万,那么究竟他的直播间在卖什么商品呢?

△图片来自:飞瓜数据 – 直播详情页

我们点开【直播详情 – 直播商品分析】可以看到该场直播目前上架了89个商品,销量增量第一是“破壁机”,预估这款商品目前为止的直播销售额超过41万。

△图片来自:飞瓜数据 – 直播详情页

我们点开「种草丛」的直播间,可以看到前面提到销量增量第一是“破壁机”正是该场直播的主推商品。

所以对于直播来说,主推商品是需要慎重选择的,因为这是用户点开小黄车最先看到的商品,所以要考虑到是否符合直播间观众的调性,最好能选择有高优惠券的实用商品,能很好刺激转化。

同时,我们在查看「种草丛」近期的电商数据时,发现她以17.4万的粉丝,连续8天登上了抖音的销量达人榜,且这期间她每天都有开设直播带货。

可见,「种草丛」每天的直播带货对她登上销量达人榜有很大的促进作用!

△图片来自:飞瓜数据 – 播主电商数据分析

其实,现在种草号在抖音限制购物车和优化账号等级后,不妨试试直播带货。

一场直播不仅可以同时关联多个商品,还可以更好地多次讲解商品,与用户互动会增加信任,这些在一定程度上都会对账号的等级权重有促进作用相信直播带货成为未来种草号变现的重要方向之一。

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