Blue Moon has over 3,000 influencers connected to Douyin, and Their fan influencer sales account for 82% of its sales. However, after spending 40 million yuan on traffic, its ROI is still not even. Not only Blue Moon, we secretly asked “phenomenal internet celebrities” like White Elephant Instant Noodles, their ROI is also not even, they invest more and lose more.
Moreover, the so-called losing Their fan
Money in exchange for publicity is also a false sdr that creates content proposition. Merchants who blindly use low prices to harvest traffic in the live broadcast rooms of influencers will lead to users’ solidified perception of brand prices, making it more difficult to make profits in subsequent store broadcasts and on the shelves.
Drinking poison to quench thirst.
However, live broadcasts by influencers are still the core interaction path do non-residents channel for businesses to reach new customers, especially top influencers and vertical influencers. audiences and are likely to help businesses complete early market education relatively quickly.
Douyin is sending a signal
The value of influencers is not mainly to bring goods, but to the ao lists waiter plant grass. Douyin does not want influencers to become a store for immediate sales, but hopes that they return to the essence of “planting grass”.
Creating content seriously instead of just selling it will become a new task that influencers must face. Brother Xiao Yang is no longer effective.
For top influencers, their dividends come from the authorization of live broadcast slices and materials. They will become the brand’s “promotion spokespersons” on Douyin and continue to amplify the influencer’s fan value. For small and medium-sized vertical influencers, the platform will give them a certain amount of traffic inclination for the prosperity of the ecosystem.
