How do overseas brands do well in overseas network celebrity marketing?

The sudden COVID-19 epidemic has been raging around the world for more than two years, and its negative impact is still increasing. Judging from the trend of economic data of various countries in the past two years, whether the epidemic situation is effective or not is still a decisive factor affecting economic performance. The degree of economic recovery is also highly related to the effectiveness of anti-epidemic in various countries. Countries that can strictly control the spread of the epidemic or countries where the short-term epidemic has subsided tend to have stronger economic recovery. China successfully controlled the epidemic and laid the foundation for economic recovery. This has also made China's economy stand out in the past two years, taking the lead in achieving positive growth among the world's major economies, and it is also the only major economy to maintain positive growth in goods trade in 2020 and 20021year. In contrast, the economic recovery in Europe and America fluctuated with the recurrence of the epidemic. As a result, the global supply and demand relationship has been disrupted, and the shopping habits of overseas consumers have accelerated from offline to online. For Amazon sellers, another crisis has intensified in the past two years. Amazon's traffic is decreasing year by year, and e-commerce platforms such as social media and independent stations are dividing up traffic. Consumers' online time is fragmented, search scenarios are reduced, passive consumption content is increased, and traffic is concentrated outside the station, resulting in fierce competition for traffic in the station. Prices are still rising. The traditional mode of "people looking for goods" is gone forever, and "goods looking for people" has begun to blossom everywhere. In addition, in recent years, Amazon's promotion of brands has increased, and the brand awareness of more Haitao sellers has increased. Brand building needs to expand advertising coverage and introduce more traffic from other channels of non-e-commerce websites. Google ads and FB ads are both forms of drugs that can't stop. At this time, the value of online celebrities to sellers began to appear. Some online celebrities, such as those in the waist, have a good fan interaction rate, which can bring considerable transformation and exposure to customers when helping sellers promote. Then, in 2022, whether this brand can be promoted among overseas network celebrities depends on the general trend and specific cases: the development trend of overseas network celebrities last year (20021), the marketing scale of overseas network celebrities was 65.438+0.38 billion US dollars, and this year it is expected to be 65.438+0.5 billion US dollars, showing a high growth trend. Traffic is the essence of all businesses. There are more and more overseas brand marketing of online celebrities, and the same type of brands grab traffic in the same market. The marketing needs of celebrities are escalating and the competition is intensifying. Anker, Baseus and other overseas brands cooperate with overseas online celebrities, and the epidemic has affected the shopping habits of overseas consumers from offline to online, so overseas online celebrity marketing has become one of the main marketing methods. The recommendation from overseas network celebrities can provide third-party credit endorsement for brands, and more overseas brands are carrying out the normal distribution of overseas network celebrity marketing to achieve brand marketing reaching more overseas users. Small and medium-sized overseas network celebrity fans have a high degree of interactive participation. Overseas brands gradually take small and medium-sized network celebrities, micro-network celebrities and even nano-network celebrities into consideration when planning the marketing of network celebrities, and demand to change from a single big network celebrity to an ecological layout of middle-aged KOC network celebrities. Now, the main consumer is slowly shifting to young people like the post-90s and post-00s, and it is easier for them to create their own brands. Now we are still pursuing the exposure brought by the traffic of online celebrities when promoting online celebrities. It is one of the future trends to occupy consumers' minds through online celebrities, just as we think of KFC and McDonald's when talking about hamburgers and Apple when talking about mobile phones. From 1 case to 1 customer. He is a customer who makes Apple accessories, such as mobile phone cases, flat cases, brackets and so on. He opened a shop in Amazon and had his own independent station. 2 1 in the first half of the year, they wanted to build a brand-new brand with a sense of science and technology, and positioned it after 95. So how did they polish the new brand 1? The customer's method is to build a social media matrix, such as Ins, Tik Tok, FB, etc. And send 2-3 original content every week. At the same time, they began to lay out marketing among online celebrities, and the idea was simple. Internet celebrities have a wide influence. They found that online celebrities have 65,438+00 fans in science and technology, and 500,000+fans in 3C, which is above the waist. With the help of some activities, they got a total broadcast volume of * * * 9 million+,that is, 9 million+exposure, which made the brand begin to be remembered. It is definitely not enough for the audience to buy through 1 or 2 exposures. At this time, they chose 32-bit KOC of YouTube and Ins, and the number of fans covered 1, 50,000, 1, 000 network celebrities. Internet celebrities of this magnitude are characterized by high interaction rate and high conversion rate. Enhance product advantages and highlights through multi-angle and multi-scene display of different KOCs. Repeatedly push, reach potential buyers, and finally drain to the independent station and social media matrix of the new brand. Their independence reached 380,000 in February two months ago, which is very good. Through the above-mentioned play, red bloggers take the lead to realize the word-of-mouth operation and communication of the brand, enhance the product impression and encourage fans to share their experiences, thus revitalizing the overseas private domain traffic of the brand. In the past, we used to reach potential buyers through advertisements and portraits of product users, but now we reach potential buyers through online celebrities, which is more accurate and efficient. Now they have also set up overseas local teams, with special script planning teams, shooting teams and operation teams, because the network celebrities they have cooperated with before have accumulated certain popularity and fans, and they typically rely on network celebrities to impress people and occupy users' minds, and then operate private domains independently and grow continuously. There are two ways to promote the cooperation of network celebrities: material and promotion. Material (posts, videos, pictures, words, etc.). ) can quickly enrich the high-quality content library and can be used for their own social media operations, advertisements, A+ video pages, etc. Compared with the self-made materials of non-network celebrities, they will have the unique style of network celebrity UGC, which is more interactive and has lower promotion cost. It should be noted that when talking with online celebrities, overseas online celebrities have much stronger copyright awareness than domestic celebrities, so it is necessary to agree on the usage scenarios, such as the social media platform and marketing advertisements just mentioned, and at the same time agree on the duration of use, whether it is permanent use or limited use. The customers mentioned above, through their cooperation with a large number of network celebrities, have also precipitated some long-term cooperation with long-tail network celebrities. After the online celebrities finish the video, they will also authorize the brand to do more off-site marketing, thus achieving a win-win situation. Promotion, as the name implies, means that online celebrities will post the completed videos on their social media accounts with product links, which fans can directly convert. There are many kinds of promotion cooperation: exclusive quality video. A video is devoted to explaining one of your products for more than five minutes, involving product unpacking, introduction of various functions and display of usage scenarios. If the channel viewing volume is stable and the fan audience is accurate, this form of cooperation is the easiest to bring goods. The disadvantage is the high cost of cooperation. Because online celebrities need to know your products very well and have experienced them before making exclusive videos, they need to think of some ideas and shooting techniques to highlight the highlights of the products. As mentioned above, online celebrities attach great importance to the content of their own output and the feedback comments of their fans, so exclusive video is a very prudent choice for online celebrities, so the cost will be high for small and medium-sized brands. Implanted video is the product that network celebrities bring you when making the main video. For example, their 10 minute fitness tutorial video, fitness bloggers spend 2 minutes explaining and recommending your products, and naturally implant them. Advantages: First, this kind of implantable cooperation has more room for negotiation on the cooperation cost than letting the other party make a complete video of your product alone; Second, if you hug your thighs, you will generally have a higher broadcast volume. The disadvantage is that this is not easy to find, so the conversion rate will be greatly affected. However, if the recommended products can take up about 2 minutes or more, the fans of bloggers are very accurate, and the conversion rate of this type is also high. Sponsor in the form of advertisements at the beginning, middle and end of the video. Or simply sponsor the other party to add a purchase link below the video. This kind of cooperation is quite hard and wide, paying the other party to appear at the beginning, middle or end of the film for about 20 seconds. This can be seen in many domestic variety TV dramas. Category series recommends similar comparison of videos of multiple brands. If your product is indeed better than your friends in some aspects, you can cooperate in this way, because many people want to watch videos with contrast, which will increase endorsement and credibility. Other product comparison videos of different brands are simple discount links and grade point rebates, which allow online celebrities to share directly on their fans or social media, which is equivalent to red stickers. However, this kind of video is not suitable for chatting directly with online celebrity, because as I said before, online celebrity doesn't like bargain hunters, they cherish fans more. If fans encounter problems when buying products, it will directly affect the reputation of online celebrities and make them very careful. Therefore, this form is generally combined with the above-mentioned video cooperation, which can not only reassure network celebrities, but also achieve the effect of promoting rebates. There is also a live broadcast. When it comes to live broadcast, we usually talk about Tik Tok. This is a bit long. I'll share it with you next time. So speaking of Tik Tok, I mentioned the cooperation of short video by the way. Short Video Because it is difficult to talk about all 1 products in short videos, it is suggested that short videos should be simple and creative products, such as pet products and fashionable clothes. Tik Tok has high broadcast volume and low conversion rate. A customer made 1200W, and the viewing volume was only 200, but the data was quite good. Pink, the official account of @ brand in Tik Tok, turned to private domain operation. YouTubeShorts has developed into a benchmark in Tik Tok. If you want to cooperate with online celebrities first, but you can't get rid of the discount, you can try to talk to online celebrities about short videos, which will reduce the cost a lot. Do small and medium-sized brands need to be promoted overseas among online celebrities? First of all, according to statistics, in the survey of more than 4,700 overseas foreign trade enterprises in 20021year, foreign trade enterprises with a budget of less than 50,000 dollars for online celebrities accounted for 5 1%, which shows that many small and medium-sized brands are doing online celebrities. Let's take a look at their promotion effect among online celebrities. In the survey of online celebrity spending below $50,000, 90% people think that the marketing of online celebrities has brought exposure and traffic, and 70% people think that it has brought considerable transformation. After the seo search engine and social media advertising marketing traffic dividend disappeared, overseas network celebrity marketing has increasingly become an important part of brand marketing, and it has grown rapidly with good results and can interact with overseas consumers. Shorten the brand growth cycle, overseas marketing among online celebrities can speed up the brand's reach to users in overseas markets, help brands build brand and product stories, present brand image and expand brand communication. The rapid growth of a brand in the market is inseparable from the trust of consumers and the recognition of its brand culture. Overseas network celebrity marketing is one of the powerful means to tell a good brand story. Strengthen brand content and keep the content of overseas celebrity marketing output on social media platform for a long time, which can label and precipitate brand content and seize the future. In fact, now we can also find that the role of SEO is not obvious when consumers investigate and compare the content with consumption nature. Instead, a large number of social media platforms such as YouTube and Instagram are searched to see the comments of online celebrities. Just like when we see an advertisement in the elevator, which is useful to us but not sure whether it is reliable, I may go to places like Mile Mile and Weibo for evaluation. Brand exposure can be quantified. Compared with the broad statistics of traditional digital marketing, such as the CPM exhibition rate of thousands of people, the brand exposure effect of overseas online celebrity marketing is more real and accurate. After the marketing content produced in "Network Celebrity" is exposed, the brand can use the marketing data of overseas network celebrities to quantify the marketing effect and judge and improve the brand marketing plan. Improving the return of brand marketing In the process of overseas marketing of online celebrities, brands can formulate exclusive marketing plans for target audiences. This more purposeful marketing method, with the personal charm and professional ability of online celebrities, will affect fans' purchase decision of brand products. Driven by the recommendation of online celebrities, overseas consumers will be curious and concerned about brand products and will eventually be willing to use them. Building brand trust endorsement Through thoughtful cooperation with overseas network celebrities with the same brand style, brands can benefit from fans' trust in the continuous creation of network celebrities, benefit from halo effect, and be close to network celebrity fans. With the word-of-mouth of the third party as a guarantee, brand products can easily open overseas markets, stimulate brand products to form word-of-mouth among online celebrities and overseas fans, and even detonate overseas markets. How do small and medium-sized brands promote overseas among online celebrities 1 First of all, we should know YouTube international original video content platform, a social media platform with overseas leaders. There are more than 2 billion monthly active users, and it is estimated that there are 5 million+high-quality online celebrities and KOC. The platform network celebrities are characterized by high-quality content, strong appeal and generally good promotion effect. At the same time, due to the homology with Google, the video content will increase the brand exposure weight after precipitation, which can be searched by Google. The disadvantage is the high price of celebrities on the platform network. As a gathering platform for fashionable young people all over the world, InstagramInstagram has a monthly income of over 654.38+0 billion, and the quality of online celebrities is estimated at around 4 million. Gather high-consumption groups; The average conversion rate and interaction rate of social media with avatars are high. It should be noted that there are many robot accounts and fake online celebrities on Ins that need to be carefully distinguished, and the content of graphic posts is also difficult to make patterns. Tik Tok is a rapidly developing short video social platform in the world. At present, there are over 1 100 million monthly active users, and there are about 1 1 10,000 high-quality kols. The probability of revitalizing traffic is high; It is easier to establish contact with the audience; More stable; Shape people's designs faster. However, the process of e-commerce in Tik Tok needs to be mature, and small-scale attempts can be made. Facebook is an international social sharing platform with 2.9 billion monthly active users and about 2 million high-quality KOL. The user base is huge, which is suitable for accurate delivery. However, now the traffic dividend is reduced and the cost is high. If there is no user portrait, it is impossible to target the audience. After understanding the characteristics of each platform, we can choose the network celebrities on the appropriate channel platform to cooperate according to the needs and status quo. 2. Looking for a suitable benchmark among online celebrities. More than 80% of the respondents said it was difficult to find a suitable KOL partner. Brands still need to find cooperation opportunities in multiple ways and channels. Here I offer a few ideas: # Industry-related hot tags Search for industry # tags directly on Instagram, and you will find a large number of related bloggers. Personal data usually indicate the contact email address or business cooperation number. Using competing products skillfully, you can search the brand accounts and related labels of competing products to see what types of red people they promote. Searching for #jewelry on Instagram shows that KOL related to general clothing and peer fashion is promoted, including blacks, whites, Middle East and other groups (political correctness is very important). Mining community celebrities is slightly different from Instagram. On Facebook, we tend to look for celebrities from community and personal homepages. For example, to promote wig products, you can search for "hairstyle" on Facebook, and then choose the red man you want from the community and the homepage. These methods can find online celebrities, but it takes a long time. If you want to improve efficiency, you can consider using a network celebrity cooperation platform, such as KOL. Cardinal KOL, after in-depth screening, provides accurate KOL/KOC data of180,000 from YouTube, Tik Tok and Instagram, supports 16 dimension search, 20 data analysis, online celebrity reference quotation and comprehensive rating, and helps cross-border brand sellers to quickly find their own online celebrities. Register now, and you can get a total of 100 online celebrity mailboxes for free. 3. By analyzing one by one, it is determined that the social platform of the list is a large-scale activity platform, which means that there are many online celebrities, and the quality of online celebrities is uneven. So how do we judge the quality of online celebrities and choose online celebrities suitable for our products? Relevance: First of all, we must ensure that the network celebrities we find are product-related, so as to attract potential audiences and traffic. By visiting the social accounts of online celebrities, you can find out whether the information sent by his previous social accounts is consistent with the information you want to convey. Beware of online celebrities who buy fans! The number of fans is an important indicator to measure the social brand effect of online celebrities. It is impossible for anyone to accumulate tens of millions of fans in just a few days. Although buying fans helps to enhance the brand's social influence, its value in enhancing brand value and sales transformation is almost zero. We all know the number and coverage of fans, and the number of fans is one of the important indicators to measure the brand effect of online celebrities. The real number of fans can provide an effective reference for us to choose online celebrities. The coverage of posts is an important reference standard for fans and content quality. However, it should be pointed out that coverage should not be regarded as the only indicator to measure. Compared with coverage, we should pay more attention to the traffic that posts bring to our website, the fans on the home page and the promotion of sales. Posting frequency Generally speaking, the posting frequency of online celebrities is directly related to their traffic and return visit rate. Like website marketing, content needs multiple exposures to get visitors to click on your website and even come back again. Online celebrities regularly publish high-quality content, which makes it easier for fans to participate, share and collect. Among the network celebrities who don't post frequently, the loss rate of fans is very serious. Fan participation is more important than influence. Why? Because it shows how many fans are really interested in their content. Basically, it can reflect the influence of online celebrities on fans' purchase decisions. If you want to look at these points one by one, the efficiency is really too low. We can rely on canary KOL to help us with these analyses. Cardinal KOL supports 16 dimension search, 20 data analysis, online celebrity reference quotation and comprehensive rating to help cross-border brand sellers quickly find their own online celebrities. After we use the search function of KOL to get the list of qualified online celebrities, we can click on the detailed analysis data of online celebrities to screen out the appropriate online celebrities more quickly and accurately. 4. Before sending email to contact network celebrities, you need to make full preparations from the following aspects: register multiple corporate mailboxes. Because overseas network celebrities are used to communicating by email, and in order to improve the credibility of cooperation, it is recommended to use corporate email with company suffix. Why is it heavy? This is because if the same mailbox frequently sends emails in one day, it is likely to be judged as spam, and the emails sent later will also be considered as spam, so I suggest you prepare more corporate mailboxes. To improve the willingness of network celebrities to cooperate and ensure that the follow-up cooperation can achieve the expected results, it is suggested to prepare the words needed in the whole process from the initial contact with network celebrities to the second contact with network celebrities, and then to the follow-up communication and cooperation. Learn to bargain for the first time, it is very likely that the quotation of online celebrities is on the high side or beyond the budget. In fact, there is room for bargaining for the cooperation fee of online celebrities. When communicating cooperation fees with online celebrities, brands can negotiate from the following three points: offering free products/exclusive discounts as a deduction means that the current budget is limited, but the intention of long-term cooperation means that there are actually many online celebrity companies that can cooperate. Comparing the reply rate of price statistics between online celebrities and other candidate online celebrities, we need to pay attention to the reply rate after the email is sent, which will help us to judge the effect of email sending and further optimize the content of our email. Many sellers and friends may think when they see this: Why is it so troublesome? Indeed, it will take a lot of time if the whole invitation process is done by hand. However, if you use the mail group sending function of Cardinal KOL, you can use the exclusive channel to send mail with one click, track the mail sending effect in time, and adjust the mail sending strategy conveniently. But also rich e-mail template, which helps to improve that influence range and response rate of online celebrity. Xiaobai can also get started quickly! 5. How to measure the effect of promotion among network celebrities after cooperating with them? We can set up special promotion links for online celebrities, and use GoogleAnalytics and other analysis tools to track the link data, so as to judge the traffic and conversion effect brought by the promotion of online celebrities to brands or products. At the same time, we need to do a good job in the next cooperation with online celebrities and further optimize the process. 6. Still too much trouble? There's another way. If you want to find a suitable online celebrity efficiently and quickly, you can use Finch KOL. Cardinal KOL is an overseas online celebrity marketing platform specially customized for overseas brands. Three functions make it easy for you to find the right online celebrities: 1. Internet celebrity search engine: 16 screening dimensions, data analysis of 20 online celebrities, and references and comprehensive scores of online celebrities. 2. One-click publishing task: quickly publish cooperation requirements, and millions of bloggers actively apply for cooperation. 3. Efficient email marketing: contact bloggers in batches to master the email delivery effect in real time. Click to start experiencing Cardinal KOL:/ Summary. At the beginning of the overseas promotion of online celebrities, in order to obtain better marketing effect, brands need to fully understand the characteristics of various social media platforms, and make efforts in screening online celebrities, communicating with online celebrities, and measuring the cooperation effect.