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line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">回顾2021年的社会化营销,我们看到了直播电商层层加码、达人营销异常火爆,再到国民情绪被点燃、价值观被热议,甚至面对即将爆发的元宇宙热潮……越来越多元的社交网络环境造就了社会化营销的蓬勃发展和多元共生的局面?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">站在新一年的起点,品牌和广告主如何及时、准确地把握社交及内容趋势显得尤为重要。针对新的一年社会化营销趋势,秒针系统发布两份年度报告?022中国社交及内容营销趋势》以及?022 KOL营销趋势白皮书》。《成功营销》专访秒针系统总裁赵洁,结合报告内容,她指?span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">KOL推广?022年社会化营销重点中占67%,并超越短视频,成为广告?022年社会化营销首选?/span></p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p9.itc.cn/images01/20220113/b518e7f8596649f793840d3928f8c26b.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"><span class="img-desc" style="box-sizing: border-box; border: 0px; margin: 14px auto 20px; padding: 0px; display: block; width: 528px; line-height: 20px !important; color: rgb(145, 145, 145) !important;">秒针系统总裁赵洁</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">社媒投入持续增长,哪些趋势需要重点关注?</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">今年已经是秒针连续第五年发布社交及内容趋势报告了,在这份报告中,秒针系统提出2022年社交及内容营销领域十大发展趋势,我们总结出其中关于KOL推广的几大重点关注的方向,帮助品牌知微见著,?022营销大环境下迅速找准社会化营销的科学增长路径?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">种草力成为新的抓?/span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">如今的社会化营销已经成为了品牌不可或缺的中坚力量,从秒针发布的?022中国数字营销趋势》调研上来看,社会化营销投入?021年后持续上涨,预?022年增长率?8%。尤其是新锐广告主的预算增速更加明显。报告显示,新锐广告主的社会化营销预算较去年增?%,而成熟广告主社会化营销预算?6%,较去年下降1%。从投入比例和增速上,都可以看出新锐品牌更重视社会化营销?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">赵洁认为,造这一现象的原因在于新锐广告主与成熟广告主的投放逻辑有所不同。新锐广告主更注重后链路的种草与转化,强调ROI。而成熟广告主则更多地兼顾品效,除了关注种草与带货,也会注重细水长流的品牌传播效果,达到品牌长足发展的效果?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">可以看出,无论是新锐广告主还是成熟广告主,对“种草”的需求日益渐涨,种草力成为社媒营销重要抓手?/p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p4.itc.cn/images01/20220113/341ede71126549489aecf191f9262057.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">广告主“品效合一”的需求仍然旺?/span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">尽管KOL营销投放以产品种草为主要目标,但广告主对于品效合一的追求仍然旺盛。但随之而来的问题是越来越多的消费者开始进行跨域购买,令跨域KOL ROI评估成为广告主的一大难题?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">此外,数据造假、水军横行导致的无法精准评估KOL表现及跨平台评估KOL投资ROI,成为了广告主面临的最主要挑战。面对不断高涨的KOL需求以及数据造假等效果问题?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">品牌多元化中心推广,KOC价值凸?/span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">秒针在今年的报告中指出,?022年,品牌选择“官方社交账号运营”较去年上升?%。可以看出,在公域流量见顶、KOL频频翻车的大背景下,越来越多的品牌选择自建第一方的能力与内容。从前几年的运营微信到如今开设品牌的直播间、布局私域,都是在不断强化官方账号的影响力?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">这证明广告主依然在追求长期的品牌效果,期望通过官方账号可建立品牌形象,以及个性化的内容运营与消费者互动,建立忠诚度。在这一过程中,KOC由于性价比高,组合形式多等优势,正在逐步释放自己的内容价值。赵洁认为,广告主也可以开始探索尝试KOL + KOC的全新组合模式,通过优质KOL种草内容及KOC真实反馈的互补,增加种草效率?/p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p3.itc.cn/images01/20220113/69dc9891aea2429f8b2e694262c8c442.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">内容形式跨界,选择多品类KOL进行推广</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">?021年的社会化营销领域中就能看出,广告主对细分市场有了更精准的触达和转化需求。比如知识网红IP垂类细分化明显,满足碎片化时代人们对知识“小餐”的旺盛需求。还有一些比如罗翔这种,通过趣味性演绎专业知识的专业型网红?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">这就意味着广告主需要针对不同KOL层级的行业特征及其粉丝的圈层覆盖率,选择不同层级KOL进行营销。于是越来越多的细分领域KOL开始异军突起,这给了广告主更多地跨行业打造KOL矩阵的机?,为了吸引更多人群的关注,品牌也开始选择多品类KOL进行推广?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">从互动到共鸣,要价值也要价值观</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">?021年,无论是河南水灾、奥运会还是神州十三的发射,大家越来越能感受到,互联网承载着时代情绪、记录着社会记忆,为价值观舆情发酵提供绝佳环境。而新一代的年轻消费者,从互动到共鸣,他们更追求精神层面的诉求。而符合“价值观”的相关内容,在社交媒体上增长强劲?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">比较突出的一点是,在价值情绪的推动下,国货崛起为产业创新升级提供新亮点。很多KOL也开始加大与国货品牌合作的机会,帮助品牌完善价值内核的有效传递。在国潮经济下,品牌也能借助社会热点抓住人群喜好,精准命中消费者心智?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">拥抱元宇宙,激活虚拟KOL价?/span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">秒针系统?022中国社交及内容营销趋势》报告中显示,部分广告主已入局元宇宙营销,近8成广告主对于元宇宙营销有未来规划。特别是?021年多个明星偶像“塌房”事件的影响下,越来越多的品牌开始打造超写实数字品牌代言人,借人设特点赋能品牌以人格?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">对于这个2022年格外受人关注的领域,赵洁认为随着元宇宙概念的继续兴起,元宇宙KOL一定还将继续涌现。带来的改变之一是元宇宙KOL将会抢占明星代言市场,分得一杯羹。目前已有品牌选择与元宇宙中的品牌数字替身/虚拟 IP合作,或打造自己的数字品牌代言人。根据秒针系统数据库显示,超写实数字人如AYAYI与Louis Vuitton的合作表现(KII指数)为133,高于平台的均?00?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">布局KOL营销,广告主仍然面临新的挑战</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">随着新的一年开启,这些社会化营销的趋势也将慢慢照进现实,对广告主来说新的一年依然充满了未知的变数和期待。但同时,赵洁强调,广告主在实操的过程中仍然有一些无法避免的挑战需要格外注意,主要集中在以下几大方面:</p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">种草模式面临挑战,品牌需要差异化</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">从两份报告中均能看出,种草类的内容营销还将继续成为重点的引流方式,随着主流社媒平台从文本、图文到如今短视频等多元形式的发展,内容营销的形式也将更加丰富。但另一方面,不同平台拥有差异化的圈层。赵洁认为,这就导致广告主在每一个平台面临的挑战都不一样,品牌需要差异化种草内容及形式,适应各大社交平台不同的特性?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">比如针对广告主关注的几大主流社会化平台,社会化营销的方向就各有侧重。如抖音短视频类适合通过细节展示产品卖点,快速种草;B站则适合通过创意内容锁定以动漫、游戏兴趣为主的年轻消费者,深入圈层种草;小红书则适合通过中腰部KOL的干货输出,润物细无声地种草?/p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p3.itc.cn/images01/20220113/dc8f0dea068040158e27e3116ecb945d.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">找到高分优质内容 提高种草效率</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">除此之外,平台也需要对自身良莠不齐的内容问题不断优化。比如整治虚假内容,找到高分优质内容提升种草效率。同时,流量加持的内容越来越多,特别是随之而来的水军、效果难评估问题依然显著。无论是社交KOL (PULL) 还是社交推送广告(PUSH)的投放效果,优质内容结合流量铺开,对营销效果的评估提出了更高的要求?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">针对这一问题,赵洁认为品牌和广告主需要通过 “品”、“效”、“因”,即互动表现、社媒投放回报、内容效率指数三个评估维度,借助科学效果归因,合理评估Social ROI。并可以通过归因分析,计算各平台平均可引发转化的量值,找到互动率较高的KOL与帖子,对优秀种草内容增加推送,从而提升campaign转化ROI?/p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p2.itc.cn/images01/20220113/ec2be331c0204482b4a8fc6607a99a76.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">注意风险评估,有效衡量KOL营销的种草力</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">如今面对各种类型的KOL,摆在广告主面前的有两大难题,一方面来源于头部KOL塌房不断,建议品牌方需要综合考量KOL影响力,要持续警惕风险变化带来的危机。也需要从KOL粉丝画像与KOL自身价值观出发进行前测考察,避免后续合作时“爆雷”?/p><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p6.itc.cn/images01/20220113/3f027c45db574b6cb1ef8fdd30077432.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">另一方面,品牌对KOL营销种草力需要有一套科学有效的评估体系。赵洁在专访中透露,除了广告主内部的专属团队,可以结合自身电商数据衡量种草力。针对秒针,更希望能够为行业输出指标统一化的衡量标准,能够在跨客户、跨品类、跨平台的评估中保持中立与科学。实时、精准地选择、优化、评估、管理多平台KOL,实现全链路打通,满足品牌战略需求?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">赵洁以秒针系统明鉴优选KOL系统为例,为我们解答了全面衡量KOL营销种草力的四个维度?/p><ul class=" list-paddingleft-2" style="box-sizing: border-box; margin: 0px; line-height: 1; padding: 0px; color: rgb(51, 51, 51); font-family: Regular, Arial, sans-serif; font-size: 14px; background-color: rgb(255, 255, 255); list-style-type: none;"><li style="box-sizing: border-box; line-height: 1; padding: 0px; margin: 0px;"><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; color: rgb(0, 0, 0); text-align: justify; font-size: 16px;">KII指数 (KOL Impact Index) :综合衡量KOL账号发文表现的指标,KII从质量(品牌提及、正面情感、参与度、质量度等相关指标)与数量(转发、评论、点赞等平台页面展示数据)两个方面,科学地评估KOL账号发文表现?/p></li><li style="box-sizing: border-box; line-height: 1; padding: 0px; margin: 0px;"><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; color: rgb(0, 0, 0); text-align: justify; font-size: 16px;">传播路径分析:通过实时监测KOL的传播效果,找到传播关键节点及关键传播者?/p></li><li style="box-sizing: border-box; line-height: 1; padding: 0px; margin: 0px;"><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; color: rgb(0, 0, 0); text-align: justify; font-size: 16px;">分钟级互动数据趋势:对各主要社交平台建立去水模型,通过分析互动用户质量,智能判定并排除水军刷量的低质量内容,还?KOL 推广的真实效果?/p></li><li style="box-sizing: border-box; line-height: 1; padding: 0px; margin: 0px;"><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; color: rgb(0, 0, 0); text-align: justify; font-size: 16px;">销售转化:基于账号相似度与品牌的电商数据匹配,可分析KOL 粉丝销售转化情况?/p></li></ul><p class="ql-align-center" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: center; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://p1.itc.cn/images01/20220113/ad71eda4bc954bc4adb6f0787628ab87.jpeg" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700; border: 0px; margin: 0px; padding: 0px;">尽管种草为先,仍需重视品牌传播</span></p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">最后,赵洁强调,在目前重视种草及后链路转化的趋势下,品牌仍然不能忽视在社会化媒体中的品牌传播。品牌虽然越发重视在社交媒体上通过KOL推广进行种草,但广告主对于KOL营销的目的往往不止一个,比如同时希望通过KOL实现产品种草和带货转化的品牌比重就高?0%?/p><p class="ql-align-justify" style="box-sizing: border-box; margin: 0.63em 0px 1.8em; line-height: 2; padding: 0px; color: rgb(25, 25, 25); text-align: justify; font-size: 16px; border: 0px; er-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; font-family: "PingFang SC", Arial, 微软雅黑, 宋体, simsun, sans-serif; background-color: rgb(255, 255, 255);">社媒营销作为广告主与消费者沟通的主要渠道之一,依旧是品牌传播的重要阵地,也是帮助品牌打造品牌价值和消费者忠诚度的重要渠道?/p></div> <br /> </div><div class="bdsharebuttonbox"><A class=bds_more href="#" data-cmd="more"></A><A class=bds_qzone title=分享到QQ空间 href="#" data-cmd="qzone"></A><A class=bds_tsina title=分享到新浪微?href="#" data-cmd="tsina"></A><A class=bds_tqq title=分享到腾讯微?href="#" data-cmd="tqq"></A><A class=bds_renren title=分享到人人网 href="#" data-cmd="renren"></A><A class=bds_weixin title=分享到微?href="#" data-cmd="weixin"></A></div> 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