Huge amount of Qianchuan short video distribution experience!

The author of this article is Luban Optimizer. Luban's daily consumption is in the millions, and Qianchuan's current daily consumption is over 500,000. The following is his experience sharing on Qianchuan's investment.

There are usually many reasons why an account cannot grow: problems with materials, products, bids, store experience points, etc.

A. You cannot directly copy the video of Luban’s explosive sales. Nowadays, the materials that are popular are all native videos of more than ten seconds.

B. Luban’s existing products are difficult to sell in Qianchuan, and the production capacity is very low and cannot be produced in large quantities. On the contrary, Lu Ban had three or four thousand products that later died. If merchants can demonstrate the effects of their products in a grass-roots manner, there is a chance of explosive sales.

C. Some businesses spend 80% of their budget at the beginning. In fact, it is not necessary. You can start from 40% and increase it slowly and complete it within two weeks.

D. I believe that everyone has clearly felt the problem of experience points restricting traffic from last year to now. If you are able, first raise the experience score to above 4.87, and don't stick to 4.8.

Try to avoid hot-selling products in the live broadcast room, and choose products with strong efficacy and easy-to-show effects on screen to increase sales. Products like lipstick can directly highlight performance such as good appearance.

Qianchuan traffic is the aggregation of advertising traffic + content traffic.

I used exposure and conversion as two criteria to analyze the top 120 native content in March.

· Word of mouth sales

The largest proportion in terms of quantity. Spoken copy can fully describe the product’s selling points and benefits, making it easier to impress users, thus resulting in a high conversion rate. The content of the materials mainly focuses on sharing of practical information, recommendations of good products, test reports/ingredient reports, and price discounts.

Skin care review

The average conversion rate is relatively high, which is reflected in products such as makeup removers and sunscreens, which can easily be directly compared before and after use through pictures. Skin care sitcoms have high requirements for every process including scene selection, actor professionalism, plot setting, etc., so they are less useful as reference.

Makeup

The average conversion rate is the highest, which is reflected in products such as lipsticks and eye shadows that are easy to show the makeup effect through pictures, using close-ups of high-value experts trying out colors and applying makeup.

1. Oral sales promotion needs to describe the ingredients and efficacy of the product in detail through authoritative, reliable, and visible information, and the changes in the product usage and effects displayed on the screen should stimulate the user's senses through naked eye changes.

2. Emphasize the product’s attributes: ingredients, efficacy, texture, user experience, etc.

3. In addition to product attributes, the identity and personalized expression of the sharer are also very important. Maintain a high sense of authenticity to make users feel a stronger sense of intimacy and trust. The starting point is the beneficiaries of the product, such as sharing and reviewing.

4. Dubbing: Mainly based on audio clips of celebrity live broadcasts or spoken audio of products. Apart from product displays, other materials are mainly original soundtracks, with less post-production dubbing.

5. BGM: music with strong rhythm and stimulation. The presence of music used in oral promotions and reviews is relatively weak; sitcoms mainly feature pure music that conveys emotions or lyrical music that is widely sung; most of the original Vlogs are original soundtracks without music, interspersed with some of Tik Tok's recent popular music.

Author: Liu Zhiqiang

Source: Buying Small Airplane