天呈集团分析解读2018年度电商行业短视频营销的发展现状
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互联网络 2019-05-23 00:09:03 字数:631

面对日趋激烈的电商竞争,电商营销玩法不断创新,内容形式正在经历从图文到短视频的快速变化,电商品牌究竟如何玩转短视频营销?


天呈集团依据抓取到的与电商品牌关键字相关的短视频数据,包括视频主、视频播放量、点赞量、评论量等,对相关数据及内容进行整理和分析,为您分析解读电商行业短视频营销现状。


1、电商行业短视频热度持续升温,淘宝、京东等成熟平台电商领跑,电商新秀拼多多、小红书走高,垂直电商领域3C品牌占据声量高位。


2、电商相关短视频头部效应明显,2.6%的视频覆盖八成互动量;寺库、唯品会、网易严选、苏宁、天猫等品牌的优质内容产出比高。


3、抖音、快手、bilibili、秒拍和美拍成为电商短视频营销的五大主要渠道,各大电商在抖音、快手内容产出量持续提升,抖音成为核心渠道。


4、内容生产者中,网红/KOL的影响力显著较强,时尚达人、搞笑、美食类KOL最受用户欢迎。


5、短视频营销玩法包括内容硬植入、定制化内容、互动类活动和账号运营等;记录生活、知识技巧、精良广告等类型内容热度高,定制化故事短剧互动表现强。


6、电商短视频营销套路主打效果、价格、消费场景,主要触及年轻用户群;颜值形象、健康生活、品类升级的市场关注度日益突出。


天呈集团涵盖科技教育领域的技术研发,金融投资,人才服务,技术培训等行业领域;旗下三大板块业务内容分别在教育(重庆简信云信息技术有限公司)、文化(重庆炎龙文化传播有限公司)、科技(新天呈(重庆)网络传媒有限公司)领域都有建树,服务于各大企事业单位。




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