Jitterbug weblebrities open live with goods, has long been nothing new, whether their own persona is suitable for carrying goods, are trying to find ways to live track a share of the pie. Mr. Lin, whom we analyzed earlier, is a typical example of an entertainment-oriented anchor with goods.
Of course, compared to Mr. Lin’s relatively niche retro nostalgic style, more conducive to bring goods or those who take the public style, people, fun, natural easy to make people trust the persona.
Today I would like to talk to you about some noteworthy points of the two Netflix anchors, Fan XII and Qu Gongzi of Jitterbug, in terms of live goods.
01
The positioning of the boyfriend of the boss.
The live atmosphere is easy to approach
If the Tibetan brother Ding Zhen, who exploded on the net a few days ago, meets the public’s imagination of a sweet and wild teenager, then Fan XII can be said to meet the imagination of many women for a boss boyfriend, and the rare thing is that this boss is not greasy, and even looks a bit like Jin Dong.
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Fan Twelve, an account that started operating around November 2019, has 5,789,000 fans as of press time, has released 129 works, and has harvested 63,648,000 likes, with each video basically boasting a few tens to hundreds of thousands of likes, and a few videos reaching several million.
Unlike many of the fresh meat on Jitterbug, this blogger is a steady British style, styled in a variety of styles of suits, the video content is mostly a few dozen seconds of emotional skits, most of which will have other weblebrities as the female lead in the scene, but also a part of the second character without appearances, allowing the audience to have a stronger sense of immersion.
As an entertainment anchor, his daily live broadcast gives fans the impression that he is humorous and frank, says what he has to say, and once kept his promise to hang his shoes around his neck for live broadcast after losing the live pk.
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This shows that, in addition to high face value and quality video content, character is also a major condition for Fan XII’s popularity. We have mentioned countless times that this easy-going and humorous character is very conducive to bringing goods live.
02
Staggered opening broadcast to control the flow of
Adjust the selection for the crowd
According to yesterday’s gecko look at the shake daily list, Fan XII’s live broadcast on December 8 ranked 24th in the daily list with sales of 2,362,400, which was his only live broadcast with goods within 7 days. The live broadcast started at 1 p.m. and lasted for as long as 12 hours, with final sales of 8,133.
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We have mentioned that some anchors will use a longer live broadcast time to take on multiple peak traffic periods, and Fan 12’s live broadcast time reached 12 hours, but from the popularity index, the number of people online was basically decreasing until later, except for a few small growth spikes at the beginning, and only stayed in a more stable range after 8pm.
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Data source: Gecko Look Jitterbug version
This is because Fan 12 starts at 1pm, avoiding the peak start time of many popular live streams, so there will be more traffic influx at the beginning. As the live broadcast gradually proceeded, the popular live broadcast rooms gradually started broadcasting, taking away part of the traffic, for example, Luo Yonghao not only started broadcasting yesterday but also topped the list.
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Data source:Gecko look at the shake version
Compared with other professional anchors with goods, Fan XII still needs to improve in controlling the flow of live streams.
In terms of audience distribution, the proportion of women in Fan XII’s live audience reached 65.01%, which is also in line with his British style overlord persona and video positioning. The age distribution of the audience is relatively even, with little difference among the age groups, among which the proportion of people aged 31-40 is slightly larger, which is still in line with his fan portrait.
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Data source: Gecko look at the Jitterbug version
In terms of merchandise categories, this live broadcast was dominated by men’s clothing and footwear, but the proportion of women’s shoes was smaller, excluding the unisex sports footwear category, and women’s shoes only accounted for 8% of total sales.
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Data source:Gecko Look Jitterbug Edition
In most live streams with goods, women are still the main force of consumption, so if Fan XII wants to have more breakthroughs in bringing goods, he can appropriately add women’s clothing or beauty category goods to make the category a little richer, and also not to get out of his own account persona, that is, the persona of a quality boyfriend.
03
It’s okay to change your persona.
Find the right positioning can still be successful
Qu Gongzi is a netizen anchor who often cooperates with Fan XII to shoot short videos. From a master’s degree in dance to jewelry design and appraisal work, Qu Gongzi released early videos related to dance, and later gradually transformed to emotional skits, and then positioned to today’s jewelry designer and appraiser.
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From the point of view of the change in the number of likes, due to multiple changes in the persona, before and after the video popularity is a decline, and the long-term operation of the Jitterbug account needs a relatively stable, long-term consistent persona, but Qu Gongzi is currently deep into the jewelry category, but also often released pearl origin-related videos and live, now the persona than the initial dance master more suitable for carrying goods.
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Screenshot of Qu Gongzi’s ShakeYin account, left and right are pre and post video types
Therefore, if you can be vertical in this category for a long time, and put more effort in video planning, it is possible to win in both short video and live track.
Qu Gongzi in the live with goods the day before the preheat, for example, November 26th Zhuji pearl special, she carried out nearly two hours of preheat live and pearl farm exploration on the 25th, the 26th live sales reached 31,100,000, sales reached 5,674,100 yuan.
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Data source:Gecko look at the shake version
In contrast, on November 9 without preheating Delmar special sales of only 3,000 +, sales of less than 400,000.
The goods in this game are mainly low cost kitchenware and household appliances, which are not very unique in the fierce competition of Jitterbug live, and the overlap with Qu Gongzi’s own account attributes is not high, so the result is not ideal.
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Data source: Gecko Look Jitterbug version
To sum up, for Jitterbug weblebrities, a long-term stable and consistent persona is very important to maintain fan viscosity and activity, and fan viscosity will also be directly reflected in the process of weblebrities bringing goods. When selecting products, the importance of selecting products for fan characteristics is self-evident.
In addition to the persona, the warm-up and preview activities before the broadcast can let the fans know the goods in advance, while the anchor also has more time to focus on introducing the goods.
If you do this well, the web star anchor has a chance to stand out in the highly competitive live track.
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