UGC产品模式下短视频社交平台的营销模式探析——以海外版抖音为例

Analysis of the Marketing Model of Short Video Social Platform under the UGC Product Model-Taking Tiktok as an Example

TikTok在国外已经成为重要的产品营销渠道,随着其流行程度不断加强,越来越多的卖家尝试通过TikTok引爆产品销量。国内跨境卖家也意识到了TikTok的商业价值,开始探索TikTok的“种草带货”模式。TikTok利用UGC(用户生成内容)产品模式,采用去中心化的智能推荐算法机制进行短视频的精细化运营,主要有广告红人、直播、电商带货、创作者基金和衍生周边服务等五种营销模式,并在分析SICAS消费者行为模式的基础上,通过选品、内容、引导和承接四个方面做好流量变现。

Tiktok has become an important product marketing channel currently.With its increasing popularity abroad,more and more sellers try to detonate product sales through Tiktok.Domestic cross-border sellers also began to realize the commercial value of Tiktok and began to explore Tiktok′s mode of planting grass and carrying goods.Tiktok uses the UGC product model and adopts the decentralized intelligent recommendation algorithm mechanism to carry out the fine operation of short video,mainly including five business models:advertising celebrity,live broadcast,e-commerce with goods,creator fund,and derivative peripheral services.Based on the analysis of SICAS consumer behavior model,Tiktok realizes the traffic through four aspects:product selection,content,guidance,and undertaking.