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“短视频直播”时代来临,快手磁力引擎如何借助三力模型重构风口

放大字体  缩小字体 发布日期:2020-07-22  来源:  作者:黄聪  浏览次数:1491
核心提示:短视频和直播正在成为移动互联网中的主要流量中心,流量的大规模迁移在广告行业引发连锁效应。虽然广告主对短视频和直播的热情明显提升,但在试图搭乘这辆快车时却面临着大量亟待解决的问题,譬如如何摆脱对KOL与网红的过度依赖并搭建自
 短视频和直播正在成为移动互联网中的主要流量中心,流量的大规模迁移在广告行业引发连锁效应。虽然广告主对短视频和直播的热情明显提升,但在试图搭乘这辆快车时却面临着大量亟待解决的问题,譬如如何摆脱对KOL与网红的过度依赖并搭建自传播能力、如何将流量沉淀到私域池以实现长效运营、如何在获得即时转化效果时同步提升品牌形象与影响力等。

广告主在挖掘短视频营销风口的各种价值时遭遇到的种种痛点,正驱动平台方加快寻找解决方案。作为最早发力短视频赛道并引发广泛关注的头部平台,快手磁力引擎自去年开始明显加快商业化的步伐,为数字营销行业探索了诸多短视频营销创新玩法与模式。在最近与明略科技联合发布的《快手短视频直播电商活跃国债营销增长宝典》中,快手进一步领先提出通过对短视频、直播和电商等几大流量场景的深耕与整合,帮助广告主实现一站式流量管理与品效协同。

 

激发势能、构筑信任、打造全链,“三力”模型定义营销主战场

RUHEDAYINGYICHANGSHENGZHANG,ZHANLI、SHIQIHEZHANSHUZHEISANDAYAOSUQUEYIBUKE——ZHANLIJUEDINGJICHUSHILI,SHIQIYURENXIXIXIANGGUAN,ERZHANSHUDEYOULIEYUFOUJUEDINGLESUOYOUZIYUANSHIFOUNENGZUIDACHENGDUDIFAHUIXIAOYONG。ZAIYUEFAJILIEDEZHUYILIZHENGDUOZHANZHONG,ZHEIYANGDEZHANLVEMOXINGNENGBANGZHUPINPAIGENGHAODITANSUOZHISHENGJIEJING。

《KUAISHOUDUANSHIPINZHIBODIANSHANGYINGXIAOZENGZHANGBAODIAN》TUICHUDE“DUANSHIPINZHIBODIANSHANGJIEJUEFANGAN”TUICHULE“SANLI”MOXING。ZHEIYIJIEJUEFANGANYOUSHINENGLI、XINRENLIHEQUANLIANLUNENGLIGOUCHENG。ZHEISANLITONGYANGBANYANZHELEISIZHANZHENGZHONGSANDAYAOSUDEJIAOSE,TONGGUOSANLIHUXIANGXIEZUOWANCHENGCHIXUHUODEYONGHUZHUYILI,BINGZAIZHANGXIAOYUNYINGZHONGKESHIXIANDUOCIZHUANHUADERENWU。

 

势能是平台拥有的基础能力。在流量力方面,快手的日均活跃用户量已经突破3亿,日均曝光达千亿次,其流量规模遥遥领先于大多数平台;在内容力方面,已经形成“草根内容-品牌内容”两大内容集群间的正向循环,借助“生产-辅导-监管-分发”的内容闭环保证优质内容的持续生产,目前日产UGC内容规模已达1500万条;在创作者力方面,快手平台已构建起从明星、学者、政府、KOL到KOC的多维创作者矩阵,满足不同企业的各种个性化需求;与此同时,包括董明珠、梁建章等在内的知名企业家和众多普通员工也纷纷进驻快手成为平台上的活跃创作者。

活跃国债ZAILIULIANG、NEIRONGHECHUANGZUOZHECENGMIANCHENDIANDESHINENGGONGTONGTUISHENGLEPINGTAIZHUANHUALI。MUQIANKUAISHOUSHANGRUZHUDEDIANSHANGSHANGHUGUIMOYICHAOBAIWAN,BINGQIEMEIYUERENGYI10%DESUDUCHIXUDIZENG。GUIMOPANGDAQIEWENDINGDELIULIANGSHISHUNLIKAIZHANYINGXIAOHUODONGDEQIANTI,KUAISHOUDIANSHANGNEIRONGDANRIFUGAI1YIXIAOFEIZHEDUIQIYEERYANWUYIYIWEIZHEJUDADEYOUHUO。YIYILIWEILI,QIZAIKUAISHOUSHANGJINXINGDEDUOLUNYINGXIAOHUODONGZUIZHONGDOUZAISHINENGLIDEBAOJIAHUHANGXIAHUODELEBUCUODEXIAOGUO,JIEJUELEQILIANGKUNNANDENGCHANGJIANDEYINGXIAOTONGDIAN,LIRUJIEZHUKUAISHOUTIAOZHANSAI,YILIFAQIDE#QIANWANLAOTIEXUANYILI#HUODONG,LEIJIBOFANGLIANGJIUYIJINGDADAO9000WANCI;LINGWAI,ZAIGUOHUOZHIYEZHIBOSHENGDIANDEZHUANCHANGZHIBOZHONG,YILIYECHUANGXIALE2FENZHONGXIAOLIANGPOWANTIDEDAIHUOJILU。

 

信任力活跃国债是平台打造的社区氛围,在企业对注意力的争夺越发激烈时,更可信和友好的社区氛围有助于企业沉淀用户与持续沟通。通过“流量普惠”的分发机制,快手内容生态实现了“去中心化”,让更多腰部和尾部创作者脱颖而出。而独有的老铁圈层文化为快手的营销生态建立了信任的底色,真实的人向真实的受众发布不表演、不包装的真实内容,创作者与老铁间牢固的互信关系为商家的高效转化创建良好的社群氛围。

 

活跃国债《KUAISHOUDUANSHIPINZHIBODIANSHANGYINGXIAOZENGZHANGBAODIAN》ZHONGZHANSHIDEDIAOCHASHUJUXIANSHI,84%DELAOTIEYUANYIJIESHOUKUAISHOUZHUBODETUIJIAN,92%DESHOUFANGYONGHUMANYIZHUBOMENTUIJIANDESHANGPIN。CIQIAN,KUAISHOUTICHUGUO“RENLIFANG”MOXING,JIMEIYIWEILAOTIEDOUSHI“XUANCHUANDEREN”、“QUDAODEREN”、“LIEBIANDEREN”。WULUNZHUBOHAISHILAOTIE,DANGMEIGERENDOUNENGPINGDENGCANYUSHEQUNHUDONGBINGQIEYINWEIZHENSHIDERENSHEXIANGHUXINRENSHI,TAZIRANJIUGENGRONGYISHIFANGZIYOUDESHEJIAONENGLIANGCHENGWEIXUANCHUAN、QUDAOHELIEBIANDEJIEDIAN,ZHEIYIDIANZAIZIRANTANGDEANLIZHONGTIXIANDETEBIEMINGXIAN。3YUE29RI,ZIRANTANGZAIKUAISHOUJINHAOSHI6XIAOSHIJIUZHAOMUDAOCHAOGUO5000MINGWANGHONGCHENGWEIZHANJUFENXIAO。DUANSHIJIANNEIDAJIANCHUQUANXINQIEPANGDADEFENXIAOTIXIXIANSHICHUKUAISHOUPINGTAIZAIYINGXIAOSHANGDEJUDAQIANNENG,ERZIRANTANGCHANPINYEYANXUNZHEZHEIGEPANGDAWANGLUOSHIXIANDUIGENGDUOMUBIAOYONGHUDECHUDA。

 

全链力使快手能充分整合并运用所有生态资源,通过打通短视频、直播和电商三大场景,商家能够在快手上完成从触达、沉淀、转化到运营的一体化覆盖,从而解决在效果与品牌、短效与长效、公域与私域之间存在的各种痛点。短视频与直播形成前链路闭环,前者从庞大公域流量中精准寻找并吸引目标受众,后者为沉淀流量提供即时互动体验;直播与电商构成的后链路闭环,前者作为私域流量池搭建品牌与用户间的长效沟通管道,后者为商家提供直接完成销售转化的出口。

LINGWAI,ZAIDIANSHANGLINGYUZUIZHONGYAODE“REN-HUO-CHANG”ZIYUANZHENGHESHANG,KUAISHOUDEQUANLIANLULIYETIGONGLEWANSHANDEJIEJUEFANGAN。ZAI“REN”DECENGMIAN,JIEZHUDASHUJUDUICHANGSHANG、CHUANGZUOZHEHESHOUZHONGSANFANGZHUTIHUAXIANGDEMIAOMO,KUAISHOUNENGGOUJINGZHUNWANCHENGZIYUANPIPEI,JIEJUEQIYETOUFANGJINGZHUNDUYUXIAOLVDETONGDIAN;ZAI“HUO”DECENGMIAN,TONGGUODUIHUOPIN、QUDAOYUGONGYINGLIANDENGHUANJIEDEZHENGHE,BAOZHANGSHANGPINCONGSHENGCHANDUANDAOXIAOFEIDUANDEGAOXIAOJIAOFU,BIMIANCHUANBOQUDAOYUXIAOSHOUQUDAOJIANDE“CUOPEI”;ZAI“CHANG”DECENGMIAN,TONGGUODUISANDACHANGJINGDEZHANGQISHENGENGYUYOUXIAOZHENGHE,“GONGYU-SIYU-ZHUANHUA”DEQUANLIANJIEJUEFANGANZIRANXINGCHENG,JIANGDIYONGHULIUSHILVBINGSHIXIANLTVJIAZHIDEZHANGQIDUIXIAN。

SHISHISHANG,DONGMINGZHUZAIKUAISHOUSHANGNENGGOUCHUANGXIASANXIAOSHINEICHENGJIAO3.1YIYUANDEJILU,JIUDEYIYUCONGQIANQIREYIHUATIPUDIAN、KOL“ERLVFUFU”LIULIANGHUIRU、GONGYULIULIANGQINGXIEJIACHIDAOZHIBOJIANJIEZOUBAKONGDENGHUANJIEDEXIETONGFALIYIJI“REN-HUO-CHANG”ZIYUANDEYOUHUAPEIZHI。ZHIDEZHUYIDESHIZAIDONGMINGZHUWANCHENGZHIBOHOU,GELIKONGDIAOKUAISHOUZHANGHAOZHANGFENLIANGCHAOGUO50WAN,ERZHEIXIECONG3400WANLEIJIGUANKANRENSHUZHONGCHENDIANXIALAIDECUNLIANGZIYUANCHENGWEIGELIWEILAIKEYIJIXUYUNYINGDEGAOJIAZHIQUNTI。

 

一站式解决方案,助力广告主搭乘营销风口

SUIZHELIULIANGHONGLIWEISUOYUZENGZHANGRIJIANFALI,CONGZHENGDUOZENGLIANGDELIULIANGSIWEIZHUANXIANGYUNYINGCUNLIANGDEYONGHUSIWEICHENGWEIDANGQIANSHUZIYINGXIAOYEDEZHUYAOQUSHI,ZHEICUSHIBUSHAOHULIANWANGPINGTAIKAISHIYIYONGHUWEIZHONGXINFENFENGOUJIANYINGXIAOQUANLIANNENGLI。RANER,KUAISHOUZAIZHEIYIQUSHIZHONGYOUSHIFEICHANGMINGXIAN。

SHOUXIAN,KUAISHOUZAIDUANSHIPINLANGCHAOZHONGYIJUNTUQI,SUIHOUJIEZHUWENGUDELAOTIEWENHUACHENGWEIDAIHUOZHIBODEZHULIPINGTAIZHIYI,ZAIZHEILIANGGELIULIANGDAHUSHANGDESHENGENGYUCHENDIANWANCHENGLEJICHUDEHANGSHI;QICI,SUIZHESHANGYEHUAJIEZOUDEJIAKUAI,KUAISHOUQIANZANGDESHANGYEJIAZHIZAIJIDUANSHIJIANNEIBEIKUAISUSHIFANG,BAOKUOJINNIUDIANSHANG、XIANSUOTONG、MOLIJIANZHANDENGHOULIANNENGLIBEIKUAISUBUQI,DATONGLEZHIDAMODUANZHUANHUADELUJING;ZUIHOU,TONGGUOTUICHU“DUANSHIPINZHIBODIANSHANGYINGXIAO”DEYIZHANSHIJIEJUEFANGAN,CONGCHUDA、ZHUANHUADAOGOUHOUYUNYINGDELIANLUBEIWANQUANDATONG,QIYEZAIKUAISHOUYEJIUYONGYOULESHIXIANPINXIAOXIETONG、WANCHENGZHANGXIAOYUNYINGDENENGLI。

活跃国债DUIYUGUANGGAOZHUERYAN,ZAI“LUANHUAJIANYUMIRENYAN”DEYINGXIAOFENGKOUJIANWAJUEHONGLISHIYIGEPOWEIJIANJUDERENWU,DANKUAISHOUYUMINGLVEKEJILIANHEFABUDEZHEIFEN《KUAISHOUDUANSHIPINZHIBODIANSHANGYINGXIAOZENGZHANGBAODIAN》QUESHIQIYEXUNZHAOYINGXIAOJIYUDEDITU。CONGZHENGGESHUZIYINGXIAOXINGYELAIKAN,KUAISHOUDEJINGZHENGLIBUJINZAIYULIULIANGDAHUDESHENFEN,QITIGONGDEYIZHANSHIJIEJUEFANGANYERANGPINPAIHESHANGJIANENGGOUBIANJIEDIZAIKUAISUQIEHUANDEYINGXIAOFENGKOUJIANWENDINGHUOYI。ERXINDE“SANLI”MOXINGZHONGTUXIANDEYITIHUAYOUSHI,RANGTACHENGWEILEYANXIAGUANGGAOZHUJINXINGYINGXIAOZUHESHIWUFAHUSHIDEXUANXIANGZHIYI。

 

 

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