干货分享 | TikTok 商家自寻达人合作指南
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">达人合作是商家推广品牌/<span style="color: black;">制品</span>或是营销活动时<span style="color: black;">平常</span>的方式，一方面是达人的粉丝数量大，<span style="color: black;">能够</span>快速<span style="color: black;">增多</span><span style="color: black;">揭发</span>度，另一方面达人的粉丝用户粘度高，所做的<span style="color: black;">举荐</span>能够获取用户更好的信任。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了商家更<span style="color: black;">方便</span>的与达人链接，TikTok Shop为商家<span style="color: black;">供给</span>用于与意向达人<span style="color: black;">创立</span>联系并开启合作的平台“达人广场”，<span style="color: black;">帮忙</span>商家和达人降低沟通成本，<span style="color: black;">提高</span>合作效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>商家应该<span style="color: black;">怎样</span><span style="color: black;">运用</span>达人广场，<span style="color: black;">精细</span>、有效的找到<span style="color: black;">目的</span>达人呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">首要</span>商家要<span style="color: black;">知道</span>找达人合作的<span style="color: black;">目的</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span><span style="color: black;">区别</span>营销<span style="color: black;">目的</span>，确定找达人合作的<span style="color: black;">目的</span>，<span style="color: black;">从而</span>采取<span style="color: black;">区别</span>的找达人策略，<span style="color: black;">因此呢</span><span style="color: black;">知道</span>合作<span style="color: black;">目的</span><span style="color: black;">非常</span>关键。<span style="color: black;">通常</span><span style="color: black;">来讲</span>，合作<span style="color: black;">目的</span>分为两大类：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌推广类</span></strong>：借助达人的影响力<span style="color: black;">帮忙</span>品牌进行推广，在购买者中<span style="color: black;">创立</span>品牌形象和品牌认知，完成品牌“种草”。<span style="color: black;">通常</span><span style="color: black;">来讲</span>，营销预算相对充足，<span style="color: black;">包含</span>不限于发布新品、测试商品、购物节等大型促销活动场景。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">销量<span style="color: black;">提高</span>类</span></strong>：以商品交易为<span style="color: black;">重点</span>目的，<span style="color: black;">经过</span>与达人合作<span style="color: black;">提高</span>商品销量，关注利润率和ROI，<span style="color: black;">通常</span>预算有限制，<span style="color: black;">必须</span>细致衡量商品成本+达人佣金等<span style="color: black;">途径</span>成本。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">清楚了合作的<span style="color: black;">目的</span>之后，再筛选达人</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家可在TikTok Shop达人广场完成达人筛选，<span style="color: black;">经过</span>指标分析数据<span style="color: black;">能够</span>更<span style="color: black;">有效</span>地判断、建联有意向合作的达人，达人广场上的指标数据不仅聚焦于达人已有的<span style="color: black;">营销</span>表现，<span style="color: black;">亦</span><span style="color: black;">一样</span>关注达人的投入度及内容互动表现，商家<span style="color: black;">能够</span>快速找到有实力有<span style="color: black;">潜能</span>的达人开启后续的合作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">核心关注指标<span style="color: black;">包含</span>商品品类、粉丝数量和粉丝画像。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">商品品类</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品品类指的是达人带货历史中，<span style="color: black;">营销</span>额排在前3位的商品品类。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在【达人广场主页】上自定义筛选与您的经营品类相匹配的商品品类。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bc8b944b1d7e417db5e37362faa71723~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=XNM4RYDf647TGefVnr309SDHXXU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">粉丝数量</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家<span style="color: black;">能够</span>在【达人广场主页】上自定义达人粉丝数的筛选项，粉丝数量分级标准有1K-20K、20K-100K、100K-500K、500K-1M、1M以上，商家<span style="color: black;">能够</span><span style="color: black;">按照</span>商品<span style="color: black;">必须</span>进行<span style="color: black;">区别</span>粉丝量级的达人筛选。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">针对品牌推广类<span style="color: black;">目的</span></strong>：<span style="color: black;">意见</span>筛选粉丝数在500K以上，会达到比较好的推广效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">针对销量<span style="color: black;">提高</span>类<span style="color: black;">目的</span></strong>：粉丝数在20K以上即<span style="color: black;">达到</span>到<span style="color: black;">提高</span>销量的目的。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/76fa1b1e30564c8e9e8abb718b73ca9e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=nR%2F4UZwqQjGJ6Ltcj6KAXsBVD9A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">粉丝画像</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">18+粉丝占比</strong>：<span style="color: black;">经过</span>过往的数据分析及调研结果看，18+用户<span style="color: black;">一般</span>是电商购物的主力军，<span style="color: black;">因此呢</span>18+粉丝占比<span style="color: black;">亦</span>是<span style="color: black;">意见</span>关注的指标，商家<span style="color: black;">能够</span>在【达人主页】看到达人的粉丝画像，其中<span style="color: black;">包括</span>了粉丝年龄分布供参考。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">粉丝性别占比</strong>：针对<span style="color: black;">区别</span>经营类目，<span style="color: black;">选取</span><span style="color: black;">区别</span>的粉丝性别占比。美妆、服饰、家居日百等类目，女性用户是<span style="color: black;">重点</span>的电商购物买家，商家<span style="color: black;">能够</span><span style="color: black;">经过</span>【达人主页】的粉丝画像部分<span style="color: black;">认识</span>到该达人粉丝中的粉丝占比，<span style="color: black;">帮忙</span>您进行判断。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/80c1626314b2488eb5dab9e3d5ab2b37~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=2mSoFBUO0Oz8pKAGTpZipBigU%2F8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，达人投入度、内容互动率、<span style="color: black;">制品</span>数<span style="color: black;">亦</span>是<span style="color: black;">必须</span>参考的重要指标。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">达人投入度</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">投入度定义为过去30天达人累计<span style="color: black;">发帖</span>次数，含所有直播数+短视频数，这些数据商家都<span style="color: black;">能够</span><span style="color: black;">经过</span>【达人主页】<span style="color: black;">得到</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5175bdba58b747a58e63ab79e664c837~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=SSgMbbYyMguq9CSisnVSrmyFhS8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/48d1c32bba5a46b9af3df7d7034ac130~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=cAo%2BMWciJdv50DXOS8JmN1Owtv8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">内容互动率</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互动率定义为近30天内达人短视频点赞/观看，这些数据<span style="color: black;">一样</span><span style="color: black;">能够</span>在【达人主页】<span style="color: black;">得到</span>，针对品牌推广类此指标尤其重要，<span style="color: black;">能够</span>辅助判断消费者对营销内容的互动和<span style="color: black;">喜欢</span>程度。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9a43cecb54814d10a45badbaa5e2782f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=%2FSBz8qOUmpVhPlag3zuiq1U0BDk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">制品</span>数</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家<span style="color: black;">能够</span><span style="color: black;">经过</span>【达人主页】<span style="color: black;">认识</span>到达人<span style="color: black;">制品</span>数，定义为达人在过去28天内<span style="color: black;">经过</span>视频、直播或橱窗带过的商品数量。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4eb934e43c41410bbdc0b6e6625495ac~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=bI4l1rNzy7xB%2BpPAJRIy3RUU6jo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除<span style="color: black;">以上</span>指标外，TikTok Shop还在建设其他重要指标，<span style="color: black;">帮忙</span>商家判断达人的能力和资质，<span style="color: black;">包含</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">达人带货分</strong>：分值为1~5分，综合计算达人<span style="color: black;">营销</span>额、<span style="color: black;">营销</span>订单量、短视频及直播的发布数量来判断达人的带货资质；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">达人可信度</strong>：判断达人履约率，即达人收到样品后能否按约定制作短视频<span style="color: black;">或</span>发布直播进行推广；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">建联回复率</strong>：判断建联回复的时效、回复的意愿度；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">达人带货榜</strong>：达人主推的带货品牌、价格和类目；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">达人直播和短视频内容分析</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家</span><span style="color: black;">倘若</span>想要即刻<span style="color: black;">认识</span>或获取<span style="color: black;">以上信息</span>，可联系对应AM<span style="color: black;">经过</span>离线脱敏方式输出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">确定好要合作的达人后，下一步<span style="color: black;">便是</span>联系达人</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span><span style="color: black;">经过</span>达人广场查看达人的联系方式线下建联<span style="color: black;">或</span>直接<span style="color: black;">经过</span>平台发送邀约信息，达人将会在TikTok app端接收和查看<span style="color: black;">信息</span>。在沟通中，<span style="color: black;">意见</span>商家采取适应达人本土文化的沟通方式和用语，如有不确定的细节，可先与AM确认后再和达人建联。若达人回复时效慢，可<span style="color: black;">经过</span>AM及CM触达提醒达人。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在建联过程中，<span style="color: black;">能够</span>展示性价比高的高质量商品，来激发达人的合作意愿。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/51540423f3f246e38dc51f2740f26ea2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=RgMMZXbMHkPwo5MVW4Fk84eW174%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2cdb7a4989d849d1b339f9109e367aee~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=DzBO3i8clTJipjv43RlZcuni6qo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">交易与结算</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在与达人确定合作意向后，<span style="color: black;">意见</span>商家<span style="color: black;">经过</span>联盟的定向计划将达人所带货品及佣金率<span style="color: black;">知道</span>，并发送给达人，支持达人选品带货。<span style="color: black;">日前</span>平台<span style="color: black;">供给</span>两种创建定向计划并发送给达人的<span style="color: black;">办法</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">办法</span>一：计划管理>定向计划>新建定向计划</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家<span style="color: black;">能够</span>记录下意向合作达人的达人handle，<span style="color: black;">而后</span>通过联盟主页计划管理>定向计划>新建定向计划进行计划创建和达人<span style="color: black;">选取</span>，<span style="color: black;">日前</span>在一个定向计划内最多只能添加30位合作达人。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/112a201674bb426fb88381a4593cb8dd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=MnXMqgPdmmUGS7dy%2FbSTJ2AtZDg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b43de62e50e3481e8ac9d889a2501bcb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=zPFYwS8HdxSuTs%2BB4Ozm6swB2Ns%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">办法</span>二：达人广场>意向达人主页>定向计划直接发送</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商家<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">留意</span>向合作的【达人主页】右上角<span style="color: black;">经过</span>点击“对达人感兴趣？向他发送定向计划”直接发送定向计划给意向达人，在定向计划创建页中该达人将被直接添加为定向计划邀请达人。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a1b1734e4fdf4c92b88aa1b8baf95042~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=XY7Sn3Y5d0Wy1UUWeYTn4FTA%2FWU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c5fcad4c4d67413db647d5bc17b5e219~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723611876&x-signature=nQerNauGHJ7jkxdWkdsxP4Xa%2ByI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span>商家自寻达人合作指南的<span style="color: black;">所有</span>内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据Influencer Marketing Hub调查数据<span style="color: black;">表示</span>，71%的<span style="color: black;">TikTok用户<span style="color: black;">暗示</span><span style="color: black;">她们</span>会相信达人的<span style="color: black;">举荐</span>并进行购买；69%的用户在看到TikTok达人视频后会主动搜索新<span style="color: black;">制品</span>。<span style="color: black;">因此</span>，</span>寻找达人联盟带货，对品牌/<span style="color: black;">制品</span>推广，<span style="color: black;">提高</span>商品转化率都有着很大的<span style="color: black;">功效</span>，其中，<span style="color: black;">怎样</span>寻找到与自己品牌调性相符合的达人就<span style="color: black;">显出</span>尤为关键。</p>
期待楼主的下一次分享！” “BS”（鄙视的缩写） 你说得对，我们一起加油，未来可期。 谷歌网站排名优化 http://www.fok120.com/ 你的话深深触动了我，仿佛说出了我心里的声音。
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