Orca转发了
Some real dollar figures and insights on TikTok Shop livestreams. At Orca, we consistently drive some of the most successful shoppable lives on the platform. We also have visibility into thousands of hours of shoppable livestreams monthly, via; ?? Hundreds of hours produced in our studios ?? Hundreds of hours produced by our vendors and partners ?? Thousands of hours streamed by our affiliate creators ?? 3rd party data across TikTok Shop In success, livestream selling is incredibly powerful in terms of conversion to purchase, brand education and brand reach. It's also really tough because it requires cross-functional coordination, including; ?? Omnichannel strategy ?? Promotional incentive strategy ?? Influencer?& social ?? Brand creative ?? Finance (primarily as it relates to affiliate & promotional incentives) Some brands nail the cross-functional coordination while others don't even try. This creates a lot of confusion and misinformation in the market. Let me share some dollar figures to alleviate some confusion. According to TikTok, typical brand performance; ?? $300/hr GMV is typical for professional live teams ?? $500/hr GMV is strong ?? $1,000/hr GMV is excellent Almost all of Orca's streams exceed strong or excellent performance. Many of our streams are best-on-platform. The numbers above reflect brand handle performance. Brand handles always sell less relative to top creator handles. Why? ?? Creators make content for a?living, not products ?? Top live creators sell ALL brands, with a focus on viral products (merchandising informed by virality is the # 1 strategy for live sales success) ?? Creator assortment changes regularly while brand assortment stays relatively consistent GMV/hr vs. GPM The dirty little secret... GMV per hour isn't an actionable?metric. In our analysis, we hone in on GPM (Revenue per Thousand Viewers). GMV per hour doesn't answer; ?? Did your audience convert at a reasonable rate? ?? Will paid ads drive performance during your live? ?? What are the key levers you can pull in order to increase sales volume? ?? Was your stream successful? For instance, if Taylor Swift sells $500,000 GMV in an hour but a billion people tuned in, it means almost no one made a purchase. Alternatively, if Brand A drives a $30 GPM consistently (even at $500 GMV/hr), we now know that Brand A has considerable room to do the following; ?? Deploy additional media spend to increase audience size ?? Experiment with reducing discounts ?? Adjust the assortment to re-direct purchasing behavior ?? Alternatively, stay focused on the hero product and maximize sales I wrote this to share some insights into live shopping. But might as well plug Orca since we're here! Check us out at orcashop.co. If you're interested in social commerce more widely, check out SoCom at?https://www.socom.live/, the first, dedicated social commerce industry conference in LA.