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[title] => Pitate se kako to društvene mreže stvaraju novac? U Aziji proizvode više od 340 milijuna eura godišnje! Evo kako...
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TV prodaja nije umrla. Samo se preselila na digitalne kanale.
Jeste li čuli za Social Selling studija? A za MCN (Multi-chanel network)?
Diljem Azije, od Pakistana preko Indonezije do Kine odavno postoje tvornice koje produciraju stvari toliko brzo i masovno, ali i jeftino, da su osvojili svijet. Ne govorim samo o tvornicama odjeće i drugih proizvoda koje koriste i zapadnjački brendovi s ciljem uštede, govorim o tvornicama digitalnih usluga.
Još prije 15 godina Azija je prva počela s tvornicama lajkova. Mogli ste naručiti 1000 ili 100.000 fanova i lajkova za svoje stranice i profile i u jednom danu biste bili bogatiji za tisuće followera, naravno neaktivnih. I neke hrvatske agencije proslavile su se jer su “radile odličan posao” tako da su klijentima u mjesec dana radile “revoluciju” podizanjem broja followera u brzom roku, samo da bi se kasnije otkrilo da su zapravo sve lažirali pomoću udaljenih tvornica lajkova.
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Trenutni hit u Aziji su tvornice videosadržaja - i to social selling videosadržaja preko influencera. S obzirom na to da je videoformat eksplodirao zahvaljujući TikToku, ali i YouTubeu i Instagramu, jer mlađe generacije više vole konzumirati sadržaj na taj način, i marketing proizvoda se morao prilagoditi novim potrebama tržišta.
Budući da mladi više ne gledaju TV, a ni ne kupuju novine, sasvim je logično da su se brendovi prebacili masovno na digitalne kanale. Ali ne na svoje. Jer korisnici ne vjeruju brendovima, korisnici vjeruju drugim korisnicima. I tako su nastali influenceri, prodavači digitalnog doba. Firme ih angažiraju da u njihovo ime reklamiraju neki proizvod.
Ono što su nekad radili ljudi u TV prodaji, influenceri rade na social media kanalima – uvjeravaju ljude da su neki proizvod ili usluga izvrsni. I ljudi vjeruju u to, barem oni koji se ne trude zagrebati ispod površine i shvatiti da je to sve jedan veliki biznis. I to profitabilan. Stoga su neki poduzetni ljudi smislili kako da sami naprave influencere i onda na njima zarađuju novac od sponzora.
Mreže više kanala
I dok u Europi i ostatku svijeta influenceri više-manje grade sami svoju bazu followera, a onda ili direktno rade s klijentima ili surađuju s brojnim specijaliziranim agencijama koje ih prodaju klijentima, u Aziji postoje tzv. tvornice influencera.
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Influenceri se neslužbeno zovu KOL (Key Opinion maker) ili Wanghong (u prijevodu “popularni na internetu”), tvornice koje ih grade i za koje rade zovu se MCN ili multi-chanel networks (u prijevodu “mreže više kanala”), a samo u Kini ih ima oko 50.000!
Procjena je da će do kraja 2023. godine tržište MCN-ova u Kini dosegnuti 54 milijarde jena (340.311.000 eura), dvostruko više nego što je bilo prije samo tri godine.
Kako funkcioniraju MCN mreže?
Multi-channel mreže oslanjaju se na uključivanje, ali izgradnju velikog broja influencera, s ciljem privlačenja klijenata čije proizvode ti influenceri promoviraju preko društvenih mreža. Cilj je ostvariti ogromnu količinu prometa preko influencera kako bi svoje usluge promocije mogli bolje naplaćivati klijentima. Influenceri ili KOL-ovi osim financijske naknade imaju i povećanu vidljivost jer im MCN-ovi pomažu da dosegnu veliku bazu pratitelja. Ionako će ih odbaciti kad ih “potroše”, a to je kad se približe tridesetima.
Zašto ih zovemo tvornicama influencera? Jer oni to zapravo jesu.
U ogromne hale postavljaju na tisuće odjeljaka u kojima influenceri snimaju sadržaj. Radi se o odjeljcima od svega nekoliko kvadrata koji su opremljeni dobrim mikrofonom i kamerom, dok se iza influencera postavljaju zidovi koji imitiraju neku prostoriju u kući ili trgovini, stvarajući tako dojam da se osoba nalazi u realnom prostoru, ne na poslu u tvornici.
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MCN mreže zapošljavaju mlade ljude u ranim dvadesetima od kojih rade zvijezde, s ultimativnim ciljem da se obogate preko njih. Mnoge mreže imaju vlastite web trgovine, dok većina njih prodaje promotivne usluge klijentima koji trebaju influencere za određeno tržište, tj. nišu.
Zvijezda za manje od godinu dana
Ponekad MCN angažira gotove KOL-ove (već postojeće influencere) ili zapošljava one mlade koji imaju potencijal postati influenceri, a pomoću svoje mreže mogu od nekog napraviti zvijezdu za osam do 12 mjeseci. Svi KOL-ovi imaju ugovor s mrežama koji im brani da rade s drugim mrežama.
Jedan primjer koji je dospio u svjetske medije jest Kineskinja Li Ziqi, koja je postala influencer prije negoli ju je angažirala MCN mreža Wei Nian 2016. godine. MCN je preko drugih social media platformi dovodio promet prema Li, koja se tako vrlo brzo popela na 10 milijuna pratitelja. U kolovozu 2021. godine sa 16 milijuna pretplatnika na svojem YouTube kanalu ušla je u Guinessovu knjigu rekorda kao “osoba kineskog govornog područja s najviše pretplatnika”.
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Wei Nian mreža je pomogla Li da otvori trgovinu u Tmallu. U samo tri dana i sa svega pet proizvoda, zaradili su 10 milijuna jena. Od prošle godine Li Ziqi više ne objavljuje videa, navodno zbog nekog pravnog zapleta s MCN mrežom koja je zarađivala puno na njoj, dok ona nije dobivala ništa. Li Ziqi je nestala, a zamijenile su je tisuće novih influencera.
I dok zapadni svijet bruji o TikToku, Instagramu i YouTubeu kao glavnim društvenim mrežama za “social selling”, u Kini caruje Weibo. Weibova platforma olakšava prodaju influencerima kroz njihova videa i live prijenose uz elemente koji su dizajnirani da gledatelje pretvore u kupce. Ono što influencer reklamira, drugi korisnici mogu odmah kupiti preko Weibo aplikacije, a usput ima i savršenu integraciju s Taobao šoping platformom, koja je još 2021. godine bila osmo najposjećenije web mjesto na cijelom svijetu!
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Vlasnik Taobao platforme je Alibaba, koji je strateški ulagač i u Weibo. Da je “influensanje” posao, znaju mnogi jer mnoge naše domaće influencerice zarađuju na stotine tisuća eura godišnje samo od toga, no u Aziji je “influensanje” zaista podignuto (ili bolje rečeno spušteno?) na jednu novu razinu: masovna produkcija i influencera i videa, sve samo kako bi se prodavalo što više. Takozvani “influencing na traci”.
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Beauty&lifestyle influencerica Debasree Banerjee
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TV prodaja nije umrla. Samo se preselila na digitalne kanale.
Jeste li čuli za Social Selling studija? A za MCN (Multi-chanel network)?
Diljem Azije, od Pakistana preko Indonezije do Kine odavno postoje tvornice koje produciraju stvari toliko brzo i masovno, ali i jeftino, da su osvojili svijet. Ne govorim samo o tvornicama odjeće i drugih proizvoda koje koriste i zapadnjački brendovi s ciljem uštede, govorim o tvornicama digitalnih usluga.
Još prije 15 godina Azija je prva počela s tvornicama lajkova. Mogli ste naručiti 1000 ili 100.000 fanova i lajkova za svoje stranice i profile i u jednom danu biste bili bogatiji za tisuće followera, naravno neaktivnih. I neke hrvatske agencije proslavile su se jer su “radile odličan posao” tako da su klijentima u mjesec dana radile “revoluciju” podizanjem broja followera u brzom roku, samo da bi se kasnije otkrilo da su zapravo sve lažirali pomoću udaljenih tvornica lajkova.
---
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Trenutni hit u Aziji su tvornice videosadržaja - i to social selling videosadržaja preko influencera. S obzirom na to da je videoformat eksplodirao zahvaljujući TikToku, ali i YouTubeu i Instagramu, jer mlađe generacije više vole konzumirati sadržaj na taj način, i marketing proizvoda se morao prilagoditi novim potrebama tržišta.
Budući da mladi više ne gledaju TV, a ni ne kupuju novine, sasvim je logično da su se brendovi prebacili masovno na digitalne kanale. Ali ne na svoje. Jer korisnici ne vjeruju brendovima, korisnici vjeruju drugim korisnicima. I tako su nastali influenceri, prodavači digitalnog doba. Firme ih angažiraju da u njihovo ime reklamiraju neki proizvod.
Ono što su nekad radili ljudi u TV prodaji, influenceri rade na social media kanalima – uvjeravaju ljude da su neki proizvod ili usluga izvrsni. I ljudi vjeruju u to, barem oni koji se ne trude zagrebati ispod površine i shvatiti da je to sve jedan veliki biznis. I to profitabilan. Stoga su neki poduzetni ljudi smislili kako da sami naprave influencere i onda na njima zarađuju novac od sponzora.
Mreže više kanala
I dok u Europi i ostatku svijeta influenceri više-manje grade sami svoju bazu followera, a onda ili direktno rade s klijentima ili surađuju s brojnim specijaliziranim agencijama koje ih prodaju klijentima, u Aziji postoje tzv. tvornice influencera.
---
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Influenceri se neslužbeno zovu KOL (Key Opinion maker) ili Wanghong (u prijevodu “popularni na internetu”), tvornice koje ih grade i za koje rade zovu se MCN ili multi-chanel networks (u prijevodu “mreže više kanala”), a samo u Kini ih ima oko 50.000!
Procjena je da će do kraja 2023. godine tržište MCN-ova u Kini dosegnuti 54 milijarde jena (340.311.000 eura), dvostruko više nego što je bilo prije samo tri godine.
Kako funkcioniraju MCN mreže?
Multi-channel mreže oslanjaju se na uključivanje, ali izgradnju velikog broja influencera, s ciljem privlačenja klijenata čije proizvode ti influenceri promoviraju preko društvenih mreža. Cilj je ostvariti ogromnu količinu prometa preko influencera kako bi svoje usluge promocije mogli bolje naplaćivati klijentima. Influenceri ili KOL-ovi osim financijske naknade imaju i povećanu vidljivost jer im MCN-ovi pomažu da dosegnu veliku bazu pratitelja. Ionako će ih odbaciti kad ih “potroše”, a to je kad se približe tridesetima.
Zašto ih zovemo tvornicama influencera? Jer oni to zapravo jesu.
U ogromne hale postavljaju na tisuće odjeljaka u kojima influenceri snimaju sadržaj. Radi se o odjeljcima od svega nekoliko kvadrata koji su opremljeni dobrim mikrofonom i kamerom, dok se iza influencera postavljaju zidovi koji imitiraju neku prostoriju u kući ili trgovini, stvarajući tako dojam da se osoba nalazi u realnom prostoru, ne na poslu u tvornici.
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MCN mreže zapošljavaju mlade ljude u ranim dvadesetima od kojih rade zvijezde, s ultimativnim ciljem da se obogate preko njih. Mnoge mreže imaju vlastite web trgovine, dok većina njih prodaje promotivne usluge klijentima koji trebaju influencere za određeno tržište, tj. nišu.
Zvijezda za manje od godinu dana
Ponekad MCN angažira gotove KOL-ove (već postojeće influencere) ili zapošljava one mlade koji imaju potencijal postati influenceri, a pomoću svoje mreže mogu od nekog napraviti zvijezdu za osam do 12 mjeseci. Svi KOL-ovi imaju ugovor s mrežama koji im brani da rade s drugim mrežama.
Jedan primjer koji je dospio u svjetske medije jest Kineskinja Li Ziqi, koja je postala influencer prije negoli ju je angažirala MCN mreža Wei Nian 2016. godine. MCN je preko drugih social media platformi dovodio promet prema Li, koja se tako vrlo brzo popela na 10 milijuna pratitelja. U kolovozu 2021. godine sa 16 milijuna pretplatnika na svojem YouTube kanalu ušla je u Guinessovu knjigu rekorda kao “osoba kineskog govornog područja s najviše pretplatnika”.
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Wei Nian mreža je pomogla Li da otvori trgovinu u Tmallu. U samo tri dana i sa svega pet proizvoda, zaradili su 10 milijuna jena. Od prošle godine Li Ziqi više ne objavljuje videa, navodno zbog nekog pravnog zapleta s MCN mrežom koja je zarađivala puno na njoj, dok ona nije dobivala ništa. Li Ziqi je nestala, a zamijenile su je tisuće novih influencera.
I dok zapadni svijet bruji o TikToku, Instagramu i YouTubeu kao glavnim društvenim mrežama za “social selling”, u Kini caruje Weibo. Weibova platforma olakšava prodaju influencerima kroz njihova videa i live prijenose uz elemente koji su dizajnirani da gledatelje pretvore u kupce. Ono što influencer reklamira, drugi korisnici mogu odmah kupiti preko Weibo aplikacije, a usput ima i savršenu integraciju s Taobao šoping platformom, koja je još 2021. godine bila osmo najposjećenije web mjesto na cijelom svijetu!
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Vlasnik Taobao platforme je Alibaba, koji je strateški ulagač i u Weibo. Da je “influensanje” posao, znaju mnogi jer mnoge naše domaće influencerice zarađuju na stotine tisuća eura godišnje samo od toga, no u Aziji je “influensanje” zaista podignuto (ili bolje rečeno spušteno?) na jednu novu razinu: masovna produkcija i influencera i videa, sve samo kako bi se prodavalo što više. Takozvani “influencing na traci”.
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14. svibanj 2024 01:28
