直播赚钱的商业行为
直播造就网红（视频）
直播带货哪家强？平台选择三要点
2020年注定是不平凡的一年，因为一个病毒。让很多行业陷入瘫痪。但是却让直播行业进入了高速发展的快车道。
2020年一定是直播行业的巨大风口。也是直播快速变现最最重要的一年。所以大家一定要抓住这一波红利。
直播行业到底是什么？以及直播怎么样去赚钱？怎样做好直播？
一、直播是什么？怎么开直播？
直播很简单，春晚大家都看过吧。春晚就是现场直播。所以直播这种形式其实早就有了。只是现在直播慢慢变成了大众化平民化的一个东西。直播带货也跟以前的电视直播购物比较类似。
那么我们要怎么去开直播呢？我们以抖音为例。因为抖音是目前为止最火的自媒体平台。
1、打开抖音 点击+号 切换到开直播
2、可以添加标题 设置美颜和滤镜
3、完成后点击开始视频直播
4、点击我已阅读并同意即可开始直播
其他平台的话呢也是类似的，这个的话非常简单。
二、直播赚钱的方式
1.粉丝打赏礼物
这里我们还是以抖音为例。在抖音上面直播，粉丝达成的礼物会变成抖音的音浪。目前音浪音浪兑换人民币的比例是10:1，即10音浪=1元人民币。
按照这样的兑换比例，只要主播的粉丝足够多，粉丝的打赏够多，主播一场直播下来也能获得不少收益！
2.直播带货
想要在抖音上直播带货，第一步得开通抖音直播电商功能！目前最新的抖音直播电商开通门槛为：
实名认证
个人主页视频数（公开且审核通过）>=10个
粉丝数>=1000
抖音直播电商申请方式：登陆抖音APP—我—☰—创作者服务中心
这个门槛还是比较低的，对于大部分人来说都可以达到。开通抖音直播带货权限后，就能在抖音直播间卖货，直播购物车可添加抖音小店、淘宝、京东、网易考拉、苏宁、唯品会等平台商品链接。
然后我们就可以开始直播，引导粉丝去点击链接下单购买。
3.接广告
直播接广告跟短视广告的方式是差不多的。但是要想能接到广告，首先你的粉丝量一定要足够。
如果你的粉丝量足够多，一般会有金主爸爸，也就是广告商会主动来找你。或者你也可以主动去找广告商。
然后就是可以通过抖音官方的接广告的平台新图平台去承接广告。这样接来的广告不容易被限流。
三、怎样做好直播？
1.做好定位
我们在做直播之前一定要先做好定位，就是想好自己的直播要去直播什么内容。比如才艺展示或者游戏技能，或者直播带货！
因为只有做好定位，你才能够吸引精准的粉丝人群。也只有做好定位，才能够让粉丝能够记住你。能够让粉丝知道你是做什么的。
这一点非常的重要，如果你没有做好定位，在直播间什么内容都去播。那就相当于是在浪费时间。不会有什么效果。
2.如何增加直播间人气？
我们开直播需要人气，那么如何增加我们直播间的人气呢？这里森哥给大家分享几个方法。
①开播前三个小时发布自己的抖音短视频，并在文案中提醒开播时间，将会有更多的粉丝走进你的直播间；
②开播前发布抖音短视频，短视频内容为开播预告。
例如一位美妆博主的直播预告短视频可以是这样的，一个人拿着美妆博主精美的照片说这是你们喜欢的**，而现实生活中是这样的，画面呈现美妆博主穿着睡衣戴着眼镜坐在沙发上，一个人对她说你在干嘛，还有两个小时就要开播了，还不快去化妆。
这样的形式对比文案进行直播宣传更具趣味性和可观看性；
③可以通过DOU+和直播DOU+自主投放，提升直播间人气；
④积极关注直播广场最上方的方形图，和直播间右下角方形图，点击即可参与最近的直播活动，蹭热度，获得更多的人气和资源；
⑤开启同城定位能够吸引更多的粉丝来观看；
⑥开播前设置好直播标题与封面，高清的封面和优秀的标题能帮我们吸引到更多的流量粉丝。
⑦直播标题5个字以内，突出个人特色和内容亮点，展示主要直播内容：例如温柔御姐，甜嗓少女，治愈系男神，开播后可分享直播间给粉丝和好友，点击随机PK和主播连麦,积极展示才艺，共享热度，将有连麦粉丝了解和关注 ，增加粉丝量；
四、直播注意事项
1.保持状态。
自己直播的时候，自己的状态一定要非常的好。只有你的状态好了，直播间的粉丝的状态才会好。这样才能够保证直播间的气氛一直居高不下。
自己要有较好的语言表达能力和交流能力。说通俗一点就是口才要好。因为你会发现那些口才比较好的主播，往往都能赢得大批的粉丝。
2.保证时长
每次直播都要保证有足够的时长，至少一个半小时。并且尽量在一个固定的时间直播。这样的话呢，能够更好的增加粉丝的粘性。
2.直播技巧
比如一些玩笑话或者一些和粉丝互动的小游戏等。在新人进到直播间的时候可以点名，感谢。就会增加新人留在直播间的概率。这点很必要。
4.直播禁忌
①在直播中千万不能穿暴露的衣服拍摄敏感的部位，大面积的纹身，赤裸上身都是不允许的。
②在直播中抽烟喝酒或是说脏话也是会被处罚的。
③在直播过程中也被禁止播放没有版权的影视作品，综艺节目，这样是会构成侵权的哦。
④直播的时候不可以穿着无法明确分辨的军装。或者制式迷彩服，非专业人员引起他人误会。
⑤在直播过程中一定不要出现涉及未成年人的不当行为。
总之，作为合法“绿播”，我们要做一个正能量的主播。不能在直播间去传播负能量，更不能做违反法律和道德的事情。
五、坚持
最后要跟大家分享最重要的一个点，那就是坚持。直播是一个需要积累的过程。刚开始可能粉丝很少，甚至一个粉丝都没有。
但是当你坚持去做，持续的输出优质内容。慢慢的粉丝一定可以涨上来。
直播的商业价值
在当下的互联商业环境中，直播成为了一种标配的连通管道，游戏、教育、办公、电商……与不同业务结合的直播形态都具备了相当程度的成熟性。
直播的工具性还体现在产品形态，4年前开始的“千播大战”硝烟早已散尽，如今再看网络直播行业，除了斗鱼、虎牙以游戏直播为基础的平台，已经少有纯直播平台一说了。
更为显性的表现是直播的插件化，今天的头部互联网产品，几乎都标配了直播功能。
在线直播的基本格局，QuestMobile
国内直播行业的整体环境中，传统的游戏、秀场直播的流量及综合变现率都已增长疲软甚至呈现衰退之态。
这种情况在变现效率更高的电商直播冲击下显得更为突出，尽管电商直播本身已经泛滥到被吐槽“观众不够用”的地步。
直播行业发生的最深刻的变化是，短视频平台在高速增长的过程中，顺其自然地介入了直播行业，持续蚕食着传统直播平台特别是秀场娱乐类直播的市场份额。
有数据显示，抖音快手目前已占了直播行业的50%左右的市场份额。电商直播除淘宝直播外，必言抖音快手也是一个例证。
纯粹的直播平台越来越缺乏故事美感，除了游戏直播这个社区壁垒较强且产业链完整、商业化成熟的垂类外，直播越来越回归了工具属性。
直播行业已经悄悄变天了
养蜂人阿明阿亮直播赚钱（视频）
1、直播去平台化
2016年的“千播大战”是当年最受热捧的资本风口之一，但早期行业集中度低且竞争激烈，移动直播很快就陷入泥潭，非常依赖融资造血。
2018年初，直播答题再次将这个行业带入融资高潮，却很快因视听资质及内容问题被打落风口。再看直播答题，除了流量数据的好看，其实并没有多少真正的价值留存。
“花钱买流量”的逻辑虽然简单，但用户疲劳度峰值来的太快（电商直播也有这个问题），缺乏可持续性，用户转化的低效也很难吸引广告客户。
从流量增长和转化变现角度看，这段历史给直播行业的思考是，直播逐渐成为流量增长、留存的一种运营手段。
“千播大战”的直接结果是培养了为数众多的直播技术、人才储备，并培育了庞大的用户群，这也间接给各类流量平台接入直播功能提供了一个非常好的基础。
今天再看网络直播，基本已经逐渐去平台化。
熊猫直播破产后，市场上以直播为核心业务的平台仅剩下了寥寥几个，且业务状况已现瓶颈。
去平台化的另一方面，是直播作为一个标配功能被接驳在各类流量平台中。
以刚结束不久的“相信未来”音乐义演为例，下图所示的联合播出平台定位、业务、用户群的差异不小，但都配置了直播功能。
“相信未来”义演国内播出平台
在电商直播潮涌的当下，越来越多的流量平台还在继续引入直播功能，尝试变现。
再看下传统直播平台的市场现状：
2019年，斗鱼、虎牙、映客、陌陌、YY五个上市公司的营收总和为615亿，这其中，2019财年营收最高的YY（255.7亿元）超过78.8%的用户来自海外，而其他几家直播平台也在向海外扩张。
严重依赖用户付费的直播平台只能尽力提高ARPU值，整体天花板已见顶。
2019年，快手直播收入200亿左右，考虑到快手运营及获客成本要低于YY，直接来自直播业务的营收部分，快手应当已经超过YY。
36氪报道，2019年底抖音直播业务的月流水已经追平快手，后发的抖音凭借比快手更多的平台流量优势，在直播业务上与快手的差距也在进一步缩小。
大致估算一下，目前国内直播业务的整体营收规模或许仅在千亿左右，实在不算一个太大的市场。
2018年淘宝直播的GMV超过了1000亿，2019年这个数字是2000亿，这还仅是淘宝直播一家带货的GMV。对直播而言，交易额能间接反映营收的增长空间和可持续性。
虽然“万亿市场”还只存在研报中，但看今年的形式，整个直播带货总量翻番几乎是必然的。
直播平台能不艳羡，流量平台能不眼馋？
整体来看，直播行业的问题是需要为直播找到新的增长点，海外业务是一方面，电商直播也是，还有新的增长空间吗？
在线教育、在线办公等细分行业，由于其商业模式的封闭性，这里不做考量，我们主要从流量平台的视角去审视直播行业发生的变化。
市场的空间，往往要从市场本身去寻找答案，头部流量平台在直播业务上的不同侧重，已经给出了方向。
2、短视频收尾直播战事
一个值得思考的问题：假使我想尝试开通直播，哪个平台更合适？
如果是一个素人，TA或许会找一个匹配自己兴趣、才艺的平台，适合游戏直播的斗鱼虎牙、适合微博传播的一直播等。
但对素人而言，直播是对镜头表现能力要求最高的一种形式，并且有太强的不可控性。
看似方便的“人人直播”虽然降低了使用门槛，但仍取决于主播的表现能力，依赖主播个人吸引力的直播间，隐形门槛并不低。
直播平台目前一般会采用主播连麦、游戏互动、排位赛等不同的“游戏化”运营手段辅助主播们熟悉平台规则，增加直播间看点。
相比而言，短视频则是一种高度创作化的形式，没有人知道最终作品之前，镜头前的你有多少尴尬、失控、笑场，最后呈现的也是高完成度、作品化的内容，利于传播和再创作。
经过大量地观看和拍摄短视频后，用户大多可以习得比较好的镜头感和表现能力，再加上短视频的形态其实与直播高度相似，短视频平台的直播业务发展劲头非常强。
大量的素人还会带来另一个结果，短视频平台对公会这类传统的主播管理组织的依赖性其实比较低，有更强的主播议价能力，运营成本会随之降低。
此外，直播的作品化呈现也是短视频，比如精彩剪辑一类（甚至是最早期的volg形态），这类衍生内容，一般适用于在微博这类社交媒体平台传播。
金叶宸在《花点时间重新认识直播行业》中提到直播的业务模式对于用户来说过重，因此使用频度受限。
他还讲到：
以如果我们今天去看短视频平台和直播平台的日活月活比（MAU/DAU）的话，抖快两家的MAU/DAU都在1-2之间，而直播平台基本上在3-4之间。MAU/DAU越接近1，意味着越多用户打开的频度越接近每天都打开。
Ｑuest Mobile数据显示，直播对于提升用户粘性的作用巨大，典型平台直播用户对平台周人均单日使用时长都超过了120分钟，远高于非直播用户。
从流量平台的角度去考量，直播作为提升用户粘性、提高ARPU值的工具，能够带来相关业务之间的彼此增益，而不仅仅是单线的营收增长。
这也是抖音快手后来居上，借由短视频无缝衔接到直播业务，成为目前事实上最大的公共直播平台的另一个原因。
回到最初那个问题，如今各种尝试直播的用户、企业、机构等，已经很难避开抖音快手这两个平台了。
打不过就加入。
3、流量平台的直播分化
我们之前提到过，电商直播大潮中，流量平台（指内容、电商平台）在商业化形式上虽然是趋同的，但各自的定位决定其对直播这类单一商业模式的倚重性会产生偏差。
由此也做过推论：
- 快手直播带货会鼓励自建与外部电商两种模式，同时加强广告份额；
- 抖音的短视频营销更强于直播带货，长期依然是广告增长策略；
- 淘宝直播APP必须依托淘宝的不断导流，很难做成单独的消费平台，但能做成工具。
这跟不同的平台定位、内容生态、商业能力都是直接相关的。
目前快手依然在逐步推进电商化，一个比较重要的原因是其广告业务发展并不容易。其一是由于快手流量商业化程度有限，组织能力尚弱（相较抖音）；其二，“下沉”、“土味”等标签很难撕下，也就很难获得品牌广告的认可。
因而，不甘于仅为电商导流的快手，选择将直播推到供应链的最前沿（地方的直播、电商基地），这成为了快手当前的商业化重心。
针对快手电商GMV的计算，一直存在宽窄两个口径。
光大证券做过预测，2019年快手直播窄口径交易规模在250亿(平台内成交规模)，宽口径则在1500亿(主播引导至微信交易规模)。
这个差值是非常大的，其实最早期的直播平台，也一直存在网红主播给自己淘宝店等外部平台导流的现象。对快手而言，快速搭建平台内电商服务能力，对其实现自身商业化有着非常直接的助益。
从流量商业化角度而言，把“宽口径”的交易量转化为“窄口径”的交易量，并不断提升市场份额，快手的带货能力从长期来看不容忽视。
但电商一直存在着差序竞争，快手的电商有平台社会关系的加持（非社交关系），但在阿里、拼多多、京东等平台电商的竞争下，快手电商整体体量的增长空间及平台利润率不会特别高。
此外，快手平台的内容调性还存在一些内容风险隐患，头部主播的“尾大不掉”也成为了新的矛盾。
抖音从签约罗永浩带货后，在直播带货上更进一步，此前有很多分析认为，抖音的重点其实是在推直播业务。
抖音已经成长为MAU超过5亿，DAU超过4亿的短视频平台，但其商业化其实也才刚刚起步，如上文判断，抖音仍会把广告业务作为重心。
在直播上，除了可以直接带动增值业务的增长，直播还利于构建更进一步的数字化营销商业体系。
信息流广告、巨量星图、抖音企业号…..在短视频时代，从产品形态、商业支持能力、用户调性上，抖音依托巨量引擎平台的商业资源对广告主的吸引力依然很强。
对于B端客户，抖音在数字营销上还有一个比较特别的点，就是抖音本身的品牌加持。
国内一直有对标 Instagram 的产品，而从品牌增益的角度看，ins风、抖音同款、小红书同款都是类似的消费文化现象。
此外也曾提及：
从品牌化的角度看，直播对品牌作用其实不如图文、短视频类的内容。品牌策略作为资产管理的一部分，应当是一种长期策略，单一直播的即时性与品牌长效需求相悖。
因而，作为一种更有传播效率的内容形态，短视频对直播就有很明显的互补作用。
以李佳琦为例，走红于淘宝直播，但艺人化的过程中，其实是在抖音破圈的，目前李佳琦在抖音的粉丝量达到了4398万人，同为淘宝top级主播的薇娅抖音粉丝为915万人。
这是双方差异化运营思路的直接结果，李佳琦显然更重视和投入抖音这个短视频平台。
从这个角度而言，抖音的短视频内容（同时也是商品）是经得起传播、消费、再生产的，最后形成文化、品牌上的认同，形成综合的“种草”能力。
社交媒体的走红更加依赖明星达人合作，“直播+短视频”的走红可以突出品牌本身的存在，产生品牌的长效传播与受众认同。
巨量引擎覆盖的产品有个特点，在组织架构、以及资源调配与流量调动上，都非常高效。图文、短视频、直播的打通，是抖音直播在场景营销、品牌活动上的另一个优势。
回到电商直播的视角看，抖音的方式依然偏向流量的二次贩卖导流到电商平台（另一种形式的广告），辅以小店的内部交易链路，投入更少，模式轻快。
就像我们之前讲的，整个直播带货的状况，仍然需要做好ROI评估与成本管控，以提高综合效率实现利润增长为最终目的。
这方面来看，淘宝作为最大的电商直播平台，依然有着直播带货领域最大的商业空间，最核心的竞争力其实在于很多人忽视的商家自播。
此外，目前淘宝直播与商品的结合度很高，搜索商品可以直接进入相关商品的店铺直播（不少店铺是录播的循环），并且自由切换不同的商品介绍部分，以海量商品流量为入口，对促进交易有着隐形、长期的作用。
据淘宝内容电商事业部数据，2019年，超过一半的品牌商家通过直播获得了新增长；而在淘宝直播平台上，商家自播的场次占比为九成。
这些店基本都是有货有人，并凭借阿里完善的供应链、物流、金融等全链服务，在货品、服务上都有兜底。
电商直播这个领域本身就是淘宝带火的，长期看，淘宝直播保持一半以上的市场份额问题不大。
流量够大，消费意愿先行的用户特征，用户活跃度高，运营效率高，都是淘宝直播的优势。
4、直播：被打开的社会窗口
早在十几年前，国内最早的网络视频直播平台9158就开创了秀场直播的商业模式，随着移动直播时代的到来，国内的在线直播格局也不断变化。
如今的直播与各种不同业务结合中，在功能上插件化，在商业上寻求更有效率和增长空间的商业模式。
单纯的直播仅有数据流量的价值，商业价值的增量依然离不开增值服务、电商、广告的“变现三法”。由于网络用户规模和流量资费变化，用户规模的增长会自然的带来相应业务的增长。
从管道价值来看，针对C端用户市场，直播主要解决的是需求与满足的矛盾，通过打赏、卖货都可获益；
针对B端市场，直播主要解决的是目的与完成度的问题，直播的即时、互动、规模传播的特性可以较好的完成品牌厂商出货、品牌营销的目的。
只要管道的基础足够大，那么由其延伸的商业价值的空间也就更大，作为最大的直播平台，抖音与快手的差异化商业通道都已打开。
另一方面，其余流量平台虽然体量与天花板都不会太高，仍然各有壁垒：虎牙斗鱼的为代表的游戏直播、LOOK直播为代表的音乐娱乐、B站代表的Vtuber虚拟主播……
值得注意的是，线上策展、演出、活动、品宣等一系列更具看点的活动类、事件性直播也越来越多：
今年清明期间，故宫博物院通过新华网、人民网、抖音等多个平台的三场直播，获得了千万级观看量；大英博物馆在快手的直播也获得了两百万人的“围观”；抖音策划的一系列南极直播、海底直播乃至四大航天发射场的直播更是将直播的视角推到了日常生活所不及……
直播场景的全面普及，已经成为一种新的社会窗口。
随着移动直播行业的变化，直播已经不仅仅是一种建立在娱乐化基础上的单一商业模式，而在新的零售变革与数字营销时代寻找新的增值点，同时，作为一种社会窗口也在不断打开人们的视野。
“人人主播”时代在技术上打开了表达空间，视野上会也在汇聚同好，扩宽数字时代人的生活体验与空间感知。
传统的直播平台其实是一种非常依赖主播的中心化内容形态，移动直播时代尤其是短视频平台入局直播后，分发会成为直播内容传播的重要推手。
在选择直播电商的平台之前，我们需要对每个平台的调性充分了解，以四大主流平台认知来讲。
四大主流平台的三大区别
根据你自己的观看和直播间购买情况，你最常用的直播电商品台是哪个？
按照直播电商发展的现状，我们从多个平台中选择4个目前较为热门且稳固的平台作为主流平台，进行更深一步的探讨。具体来说，就是淘宝、抖音、快手和微信，这里的微信主要是指小程序直播和公众号直播。
首先是众所周知的淘宝直播。其实2018年，淘宝直播的日活就仅千万，带动的成交量超过了1千亿，2019年双十一当天更是带货近200亿，直接完成2018年全年五分之一的数额。淘宝的算法相对也比较完善，但是数据比较封闭，对于大多数商家来说是一个难题。
抖音的人群则更注重娱乐和消遣，因此有人称之为嗑瓜子时间。抖音的日活高达3.2亿，属于短视频平台活跃用户的领先者，但是直播和电商仍处在快速爆发期和生态磨合期，各种玩法还在不断挖掘，因此难点在于各种玩法的更新和迭代，但同时也意味着更多的机会。
快手则更贴近真实生活，用户大多是三四线城镇用户，目前日活已突破2亿，也占据了短视频领域的一大部分。而直播是快手带货的利器，直播间成交率较高，且正处在快速发展的时期。难点是需要经验，需要付出时间打造有自己特色的内容。
微信是大家熟悉且重度依赖的一款社交软件，日活超过十亿。目前微信官方的直播仍在内测中，不过微信上的许多小程序直播平台都运营得不错，因此难点是官方仍在试水，没有加大直播电商的力度。
通过以上简单介绍，我们可以看到不同平台直播电商的难点、重点，以及各个平台的特色。追究到更深层次的原因，我们总结了它们之间三个方面的不同，帮助大家更好地理解。
第一是平台生态的不同。
淘宝在行业内老大哥的位置已经不是一两天，之所以能稳固地守住这个位置，最重要的原因是结构足够稳固，很难被其他平台或产品打破。其次，是平台用户基数大，且购物性质明显。
抖音从2018年以来，短视频获得了巨大的成功，但直播电商起步较晚，仍处于磨合阶段，多样性和趣味性还没有完全体现出来，更多元化的玩法仍待探索，许多角色也在待定中。
快手的生态则别具一格，玩法也都是基于快手用户的特征和平台规则演变来的，带有一种江湖气息，很多是家族制。比如散打家族等，他们会对自己家族的账号无条件支持；再比如甩榜、秒榜，简单解释就是某个网红办活动，其他网红朋友都会自发进行宣传……在快手，这样的玩法数不胜数，虽带有些许江湖气息，却行之有效，在一定程度上加速了直播电商的发展。
微信的生态不用多说，每天能让十亿个账号日常运转的平台，首先是强有力的运行，其次是生态的稳固。小程序直播易于在熟人之间传播，公众号在粉丝眼里也具有一定的威信力，一旦加大对电商的投入，一定是兵家必争之地。
第二是平台与用户关系的不同。
淘宝平台基于其架构和特性，用户和平台之间自然而然形成了比较亲密的购买关系，用户来这里就是花钱买东西的，目的明确、信任感强。
抖音的slogan是记录美好生活，是一个适合年轻人交友的平台，主流内容也是一些小而美的内容，用户关注博主是出于对他的喜欢，这个内容是用户向往的场景。因此粉丝和博主之间的关系更多是仰望、崇拜的关系。
快手的用户多是来源于三四线小城市和城镇乡村，视频的画风和制作不够精致，却让用户感到更加真实，也因此形成了其独特的“老铁经济”。用户觉得博主足够真实，足够贴近自己的生活，才会去关注，对这个人产生信任感，会觉得博主好像自己的邻居一样。
微信则是一个熟人社交的平台，相互之间大多是朋友的关系，因此带货也是基于朋友之间的信任和个人魅力。
第三是商业化与社交化的不同。
淘宝是一个购物平台，用户打开的目的是搜索产品，在这个情境下，产品的存在是大于主播的。淘宝直播也是作为淘宝卖货的一个渠道，更注重商业化和营销模式，遵循货带人的逻辑。
抖音带货是在娱乐之外，考虑到用户可能会有购物的打算，是在内容之上衍生出来的购物需求，既有社交化也有商业化。
快手是基于老铁经济，出于对博主的信任和意气买单，粉丝对人的依赖大于对产品的信任，因此快手是偏社交化，但也在向商业化发展。
微信是社交软件，毋庸置疑更偏社交化，小程序直播在朋友圈传播是基于朋友间的信任，公众号直播则更像是一个意见领袖，基于粉丝对其的认可和人格魅力带货。
以上是四个平台间的几点不同。平台的调性和特色是每个直播电商从业者必须熟知的，因为只有极尽了解，才能精准地和自己的内容相结合，少走弯路。
三个步骤轻松定位
接下来我们来讲第二部分：定位准确、成功一半——三个步骤轻松定位。
刚才我们讲了平台之间的不同，这部分主要讲如何结合定位来选择平台。首先是定位。关于直播电商的定位，一共分为两个方向，一个是直播间的定位，一个是主播的定位。
1.直播间的定位
请先思考三个问题：直播什么内容？你的直播间是针对哪些用户、他们有什么特点？他们购买你的产品之后能获得什么预期效果？
我们先看第一个问题，直播什么内容。
在定位时，首先考虑的就是直播的内容，并根据直播内容设置直播间。如果你是卖化妆品的，那你的直播间一定是整整齐齐码满了化妆品的，里面的背景一定是和化妆品相关的。如果你是卖可爱女装的，你的直播间就一定不能过分简易和冷淡风。而且定位时的直播内容越详细越好，比如你想在直播间做美妆评测，就会比单单“美妆”这个定位更垂直，用户也能在第一时间明确你想表达的意思。
第二个问题，你的用户是哪些人群，他们有什么样的特点？
直播间定位时，要想好你的直播面向的是哪一类人群，他们更希望获得什么。往往这样的思考，会让你得到两个问题的答案：他们最关心的是什么，和他们目前最想解决的问题是哪些。那你就可以从这里入手，牢牢抓住这些用户。
第三个问题，用户能获得什么预期效果。
按照结果导向论来讲，直播间里展现的预期效果是促使用户冲动下单的重要因素，因此你需要在直播时就想到直播间里的产品，能给到他们怎样的效果。举个例子，直播间卖祛痘产品，那你需要让用户相信，买了这款产品，脸上的痘痘就会消失。
以上这三个问题，是直播间定位前，必须要思考的问题，只有把这三个问题理清楚，才能更好地定位直播间。
基于上面提到的三个问题，我们来总结一下定位的三个步骤。
首先，你的直播间一定要有吸引力。用户看到你的直播间就按捺不住想要点进去看一眼，即使不是他们刚需的内容。比如，一个测试踩雷产品的账号，一分钱都不让你花，既能了解有哪些坑可以避免，又能省钱，一举两得，轻松有用。
其次，用痛点作为定位，是最容易吸引精准粉丝的，总能一句话戳中用户的心。如果是保养皮肤的话，从皮肤不好的坏处来说，反而作用更明显。还拿上面的省钱来说，一分钱都不让你多花，也能吸引那些不愿意多花冤枉钱的用户。
最后，是要给用户一颗定心丸。进入我们的直播间，他能获得什么预期效果，这也是你给到的保障。拿李佳琦来说，他在直播间里说过自己的产品是全网最低价，如果买贵了可以全额退款。后来还真发生过一次，粉丝反馈，别的渠道好像更便宜一些，李佳琦核对后，直接对所有购买的用户退款，彻底解决了用户担心买贵的顾虑。
以上三个问题和总结，是快速精准定位直播间的步骤和技巧。只有明确定位的直播间，才能吸引更多的精准粉丝。
2.主播的定位
主播作为直播中的个人来讲，与其说是定位，更像是人格的打造。成功的人格打造就是提到这个主播的ID，就能说出他的特点，比如才艺表演型、幽默搞笑型、好声音型，或是行业内的专业专职类型。
那么，如何树立一个成功的人设呢？我们也总结了三个点，帮助大家快速定位主播。
第一，根据个人性格进行定位。
主播选择定位时，一定要结合自己的性格和实际情况，不要强求一个性格腼腆的人在直播间喊麦，更不要让一个外放的人装稳重。为了直播效果树立虚假人设的主播，大概率都会翻车。
第二，如何体现专业素养。
专业素养是一名合格的电商主播必须具备的基础素质。首先，你要对直播间里的产品介绍和优劣了如指掌，体现专业能力。此外，还要解答随机提问，切忌一问三不知。
第三，打造差异化人格。
在行业里，有四类主播比较容易出众，用4个字形容就是：“妖、魔、诡、怪”，分别代表着妖娆、魔性、神秘和怪诞。这样的定位，既能增加直播间的趣味性，又能加深用户的记忆点。
随着主播行业越来越热门，竞争愈发激烈，是否具有特色和能力，决定这能否脱颖而出。我不敢说定位明确的主播一定会火，但有明确定位的主播，至少在起跑线上赢了他人一步。
平台选不对，内容再好都是白费
选择平台，并不是平台的用户越多越好，而是要选择适合你发展的平台。我们总结了三点选择平台的方法，接下来为大家逐一讲解。
第一点，看平台的门槛。
一般在电商平台进行直播都要进行申请，也都有相应的门槛。淘宝直播的门槛相对较高，一般情况下只有一钻，或者是一钻以上级别的店铺才能申请淘宝直播。达人在淘宝申请直播也要在账号达到两级，并通过新人主播基础规则考试。
抖音和快手的直播门槛相对较低，正常账号在“设置”里，按照流程申请直播功能即可。
微信官方的直播仍在内测，只有被邀请的账号才能直播。微信上的小程序账号要先入驻，然后按照流程操作即可。
第二点，根据内容调性做选择。
直播间定位时，我们讲到了要考虑内容，根据直播平台对内容的接受和偏爱程度进行选择。
淘宝直播毕竟是单纯的电商平台，对直播间内容的接受度较为广泛，只要是合乎规格的品类，都可以选择直播为店铺赋能。
抖音和快手的逻辑类似，都是通过短视频吸引用户，然后引流到直播间进行销售。因此，选择这两个平台可以先从短视频做起，不过两个平台的内容方向不太一样。抖音是美好生活的记录，且容易打造爆款，易起步。而快手则更倾向于真实生活和江湖气，需要持续性地输出接地气的内容，比如一些源产地直播。
微信直播接受的内容更为广泛一些，生活中能接触到的都可以在微信直播，在朋友圈进行传播。
第三点，根据自有资源做选择。
直播电商中的人、货、场，你有什么？你有什么样的资源，能对你的直播起到加持作用？如果你有淘宝店铺，无疑在淘宝开通直播是最方便、链条最短的，同时也可以通过快手和抖音，链接到你的淘宝店铺进行导流。
如果你有线下店，至少在人货场中的“场”，可以在线下店的场景里进行直播。而如果能拿到一手货品，那说明你有“货”，开通抖音、快手购物车，或者直接在微信销售，都是不错的选择。没有货，也可以在抖音或者快手平台销售分佣产品，赚取相应比例的佣金。
概括来说就是，抖音和快手平台有货无货皆可，有一定粉丝积累的账号即可。而微信上的直播，无论是公众号还是小程序直播，最好是有人有货，且是有质量保障的货品，才不至于把直播电商最终演变成卖人情。
确认完自有资源后，再根据上面说的两点内容调性做筛选，适合你的平台基本就展现在眼前了。但平台的选择并不是说你只能选择某一个平台。如果你的自有资源足够多，可以选择多个平台同时开播，达到一场直播多个渠道分发的效果。
在选择平台之前，一定要至少结合以上三点做选择。对自己的视频或直播先有一个预判，你的内容一直没有被推荐，直播没有起色，除了需要考虑内容，也需要分析是否选对了平台。
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127条评论
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又发现一个好站,收藏了~以后会经常光顾的 (｡•ˇ‸ˇ•｡)