The content of this issue is still based on the overall review of Amazon in 2022 in the previous issue.
Cross-border e-commerce sellers who want to sprint this year must read it, welcome to like and collect.
2022 is an unforgettable winter for cross-border e-commerce, but Black Friday and Cyber Monday have achieved growth, which relies on Amazon live broadcast.
Why does Amazon Live have such a big impact on this Black Friday? Let me first talk about what I observed about Amazon Live. The explosion of activities started on Thanksgiving night. At the beginning, only some bloggers were live broadcasting.
It's normal. They are all reunited with their families at this time. On the day of Black Friday, and traditional offline supermarkets have started to clear the backlog of goods for this year, consumers have to get up early to buy, and if they go late, they will be leftovers. Everyone grabs offline. goods.
As for Amazon's official live broadcast channel online, do you think there will be very few people? There are not many people!
At the highest value, I also saw about 40,000 people online, 20,000 more than Prime Day in July.
The number of other live channels is roughly estimated to be around 100, so 40,000 simultaneous online users is a very large number. With the vigorous promotion of Amazon's [Amazon Celebrities] and [Amazon Live] projects this year.
These two data also reached new heights. It has to be said that today, live streaming may have changed some people's traditional Black Friday consumption habits.
On the day of the event, the number of people online in the official live broadcast room hovered around 15,000, mainly in the morning and evening. According to common sense, the traffic on Cyber 1 should be more than that on Black Friday. Maybe you can’t wait for Cyber 1, and you should buy it first. Snapped up for a few days.
And judging from the news disclosed by major cross-border sellers, many merchants will offer discounts in advance during Black Friday Cyber 1 in 2022, which is exactly the same as the domestic Double Eleven in advance, and the official live broadcast room of Cyber 1 also applies some obvious recordings. .
OK, let's talk about the overall traffic changes, let's take a look at the details of the live broadcast room
There are more self-operated live broadcast rooms of cross-border brands, and more brands invite celebrities to "take over" their live broadcast rooms.
Well-known social media bloggers settled in Amazon Live, more brands sponsor bloggers, more
5. Revised live broadcast interface
6. There are more positions where popular videos appear
Let's look at them one by one. The first one is famous brands such as Ecoflow, Bedsure, Govee, Anker, eufy, SHOKZUGREEN, Casetify, Logitech and so on.
They all broadcast live through their own live broadcast room. It should be noted that they all use foreign anchors, and they speak a very fluent American accent, with a rich voice, no stage fright, no reading scripts, interacting with the audience, it looks very natural.
This is not something everyone can do. Just imagine, let you live broadcast in Chinese for 15 minutes without interruption, is it possible?
Some novice sellers may not know much about the "takeover" of live broadcasts. In fact, they just give their own live broadcast room accounts to bloggers to start live broadcasts, instead of starting broadcasts through bloggers' accounts.
Such as Ecoflow, Govee, Bedsure, eufy and other brands, generally this method requires long-term cooperation between the two parties and a certain degree of tacit understanding and trust will be developed.
In fact, the effect of this method is better than that of Chinese self-broadcasting. After all, localization, professionalism, and interaction rate are unlikely to reach the level of bloggers.
In terms of budget, if the salary of domestic anchors is /month, you can try to invite overseas local vertical anchors to live broadcast for 1 hour at a fixed time every week.
Third, Amazon has invited some well-known social media bloggers to open live broadcasts in the 2022 event, which is mutually beneficial for both parties.
Why is it called again? Because this wave is different from the prime day in July last year. After all, Amazon's live broadcast is not necessarily their main battlefield, and some of them are not resident celebrities.
Interested friends can check their details, and I won’t expand here.
For most of our ordinary cross-border e-commerce sellers, if they want to gain exposure through live broadcast, word-of-mouth recommendation of bloggers, and conversion of traffic, it is recommended to find bloggers who have been active on the Amazon platform for a long time. After all, there are specialties in the technology industry.
Fourth, what is a brand sponsoring a blogger? The following icon is always hung on the blogger’s live broadcast screen. During the peak period of traffic, it is also a good way for the brand to obtain blogger endorsement through sponsorship and increase exposure.
Of course, the price is not cheap. For example, Boss Zhipin has always appeared under the CCTV World Cup live score. Four years ago, the position of the World Cup in Russia seemed to be bought out by Boss Zhipin, awesome!
Fifth, compared to a month ago, the live interface of the mobile terminal has changed again. See the comparison of the two pictures below. There are more Likes and Shares. It is really becoming more and more social media. It is very considerate, and it is more conducive to the algorithm ranking and the network exposure of Amazon's live broadcast.
Sixth, it is also on the mobile terminal, if the blogger has uploaded popular videos, when you click on the blogger’s name in the live broadcast hall to enter the blogger’s live channel, scroll down a little bit and [videos from this creator] will appear .
All videos uploaded by bloggers are displayed here. In addition, when you follow some bloggers on Amazon, in the live homepage, slide down a little bit, and [Latest from creators you follow] will appear, which shows the latest live broadcasts and videos of the bloggers you have followed.
Now in the live broadcast section, there are 2 more places for the traffic entrance of the celebrity video, which were originally in:
1 own listing,
2 competing for listing,
3 influencer storefront,
4 keyword search pages,
5 Amazon homepage,
6 blogger's live channel mobile terminal,
7Amazon live homepage mobile terminal.
If you haven’t started to do it yet, you might as well try it. Note that the above two new ones only appear on the mobile terminal for the time being. Why optimize the mobile terminal first? Naturally, the proportion of consumers on the mobile terminal is increasing. As for whether the web terminal will follow up, I think it is very likely.