Cooperation with influencers is a double-edged sword, with both advantages and disadvantages. Cooperation is to broaden existing sales channels and strive to break through the bottleneck of traditional e-commerce. With the rapid development of the domestic influencer market, more and more self-media channels have appeared on the stage, and the diversity and richness of cooperation with influencers have also followed. Enterprises want channels, and influencers want benefits. In the negotiation of cooperation, the confrontations of each side have taken turns, which are mainly reflected in the following aspects.
Controversy 1: Distrust. For real people to post YouTube videos for promotion, such as giving away hair for free and inviting influencers to make videos, it must be the 2.0 stage of off-site traffic diversion. The size of the influencer channel subscription determines whether she is willing to cooperate with you and whether to charge the corresponding fees. In the initial 1.0 stage, customers paid out of their own pockets and spontaneously shared them on YouTube, Facebook, etc. after receiving the wig package. The broadcasters with the mind of influencers began to attract fans. At that time, there was no compensation for uploading such videos. Customers shared videos purely as an entertainment mentality without too much utilitarian color.
As the video’s attention gets higher and higher, more broadcasters start to open their own channels, and merchants start to actively invite fans to share videos or fans put forward conditions to merchants to share videos for a fee. The usual practice is to buy hair first and share the video, and then get cash back or direct discount compensation for the next purchase. The price of sharing videos began to rise, and broadcasters on more channels began to have bargaining power, and the free 1.0 stage of the video market came to an end. The 2.0 stage of some paid sharing videos did not last long, and the method of completely free hair plus cash gradually became the condition for broadcasters to share videos.
The real person’s delivery value is high, and the cost of 3~4 bundles of free wigs (medium and long size) is usually 500~700 yuan, plus the express delivery fee, the cost of each order may be 600~800 yuan. The high cost also provides convenience for broadcasters who fake hair. Many packages are sent out and sink into the sea without any news. In addition, videos shared by customers with few fans do not receive attention due to low popularity, and the video itself has too low views, not to mention the subsequent conversion rate, which also exacerbates the conflict between merchants and broadcasters.