目 录
01 视频带货篇
第1 章 运营：打造高质量账号 ..................................................... 002
1.1 了解：认识抖音电商 ......................................................................003
1.1.1 现在开始还不晚......................................................................................003
1.1.2 成功打造专属IP.....................................................................................003
1.1.3 平台资源与优势......................................................................................004
1.2 策略：助你事半功倍 ......................................................................005
1.2.1 开通带货权限.........................................................................................006
1.2.2 做好账号定位.........................................................................................009
1.2.3 优化选题和文案......................................................................................017
1.2.4 做好运营和矩阵化..................................................................................018
1.2.5 发布优质视频内容..................................................................................019
1.2.6 增加带货口碑分......................................................................................020
1.3 变现：多种形式带货 ......................................................................021
1.3.1 商品橱窗卖货变现..................................................................................021
1.3.2 抖音小店卖货变现..................................................................................022
1.3.3 团购带货线下变现..................................................................................023
第2 章 爆款：制作优质短视频 ..................................................... 025
2.1 准备：前期拍摄技巧 ......................................................................026
2.1.1 选择拍摄设备.........................................................................................026
2.1.2 认识拍摄器材.........................................................................................028
2.1.3 掌握运镜手法.........................................................................................032
2.1.4 熟悉拍摄技法.........................................................................................034
2.1.5 运用构图技巧.........................................................................................038
2.1.6 设计视频脚本.........................................................................................040
2.1.7 了解注意事项.........................................................................................042
2.2 剪辑：后期制作技巧 ......................................................................044
2.2.1 剪辑视频时长.........................................................................................045
2.2.2 添加背景音乐.........................................................................................046
2.2.3 优化视频色调.........................................................................................048
2.2.4 添加画面特效.........................................................................................050
2.2.5 添加说明文字.........................................................................................051
第3章 推荐：了解平台的机制 .....................................................054
3.1 解读：了解算法机制 ......................................................................055
3.1.1 了解算法机制.........................................................................................055
3.1.2 读懂算法逻辑.........................................................................................056
3.2 技巧：获取更多流量 ......................................................................056
3.2.1 利用好流量池.........................................................................................057
3.2.2 获得叠加推荐.........................................................................................058
3.2.3 把握时间效应.........................................................................................060
3.2.4 不断复盘总结.........................................................................................062
3.2.5 获得流量扶持.........................................................................................063
3.3 进阶：了解推荐机制 ......................................................................064
3.3.1 推荐机制原理.........................................................................................065
3.3.2 双重审核机制.........................................................................................066
3.3.3 流量分桶测试.........................................................................................067
3.3.4 探索推荐路径.........................................................................................069
3.3.5 数据加权推荐.........................................................................................070
3.3.6 关键数据指标.........................................................................................071
3.3.7 内容过滤机制.........................................................................................072
3.3.8 平台推荐逻辑.........................................................................................073
3.4 优化：获得更多推荐 ......................................................................074
3.4.1 账号优化技巧.........................................................................................074
3.4.2 内容优化技巧.........................................................................................075
3.4.3 发布优化技巧.........................................................................................077
第4章 橱窗：实现快捷带货 ..........................................................079
4.1 移动端：掌握操作方法 ..................................................................080
4.1.1 区分橱窗与店铺......................................................................................080
4.1.2 了解基本操作.........................................................................................082
4.1.3 使用数据看板.........................................................................................090
4.1.4 查看带货等级.........................................................................................090
4.1.5 查看信用积分.........................................................................................091
4.1.6 查看带货口碑.........................................................................................092
4.1.7 查看达人榜单.........................................................................................094
4.2 电脑端：管理橱窗商品 ..................................................................094
4.2.1 添加橱窗商品.........................................................................................094
4.2.2 隐藏橱窗商品.........................................................................................097
4.2.3 显示橱窗商品.........................................................................................097
4.2.4 置顶橱窗商品.........................................................................................098
4.2.5 更新商品信息.........................................................................................099
4.2.6 删除橱窗商品.........................................................................................100
第5章 推广：吸引用户关注 ..........................................................103
5.1 促销：吸引用户下单 ......................................................................104
5.1.1 商品优惠券.............................................................................................104
5.1.2 店铺新人券.............................................................................................106
5.1.3 全店通用券.............................................................................................107
5.1.4 限时限量购.............................................................................................108
5.1.5 满减活动.................................................................................................110
5.1.6 定时开售.................................................................................................112
5.1.7 定金预售.................................................................................................112
5.2 营销：促进用户转化 ......................................................................114
5.2.1 使用巨量千川.........................................................................................114
5.2.2 参加官方大促.........................................................................................116
5.2.3 使用小店随心推......................................................................................117
5.2.4 入驻精选联盟.........................................................................................117
第6章 带货：实现销量倍增 ..........................................................119
6.1 打造：增加视频吸引力 ..................................................................120
6.1.1 打造主角人设.........................................................................................120
6.1.2 拍摄商品细节.........................................................................................121
6.1.3 植入视频场景.........................................................................................121
6.1.4 拍摄生产过程.........................................................................................122
6.1.5 突出商品功能.........................................................................................123
6.1.6 拍摄开箱测评.........................................................................................123
6.1.7 增加效果反差.........................................................................................124
6.2 技巧：成为带货大咖 ......................................................................125
6.2.1 视频的6个基础要素..............................................................................125
6.2.2 制作素材的2个要点..............................................................................126
6.2.3 带货选品的3种方法..............................................................................127
6.2.4 设计标题的4个技巧..............................................................................129
6.2.5 高转化率的5类短视频...........................................................................133
6.2.6 商品讲解的3个技巧..............................................................................133
6.2.7 制作教程的3个技巧..............................................................................134
6.2.8 丰富场景的3个技巧..............................................................................134
02直播带货篇
第7章 培养：打造优质主播 ..........................................................138
7.1 打造：培育带货达人 ......................................................................139
7.1.1 找准自身定位.........................................................................................139
7.1.2 分层管理主播.........................................................................................141
7.1.3 构建思维体系.........................................................................................143
7.1.4 打造个人IP............................................................................................144
7.1.5 掌握表达技巧.........................................................................................148
7.1.6 提升自身能力.........................................................................................152
7.2 形象：挖掘主播潜力 ......................................................................153
7.2.1 认清颜值加分.........................................................................................153
7.2.2 树立专业形象.........................................................................................153
7.2.3 保持良好态度.........................................................................................156
7.2.4 锻炼沟通能力.........................................................................................157
7.2.5 打造个人风格.........................................................................................157
7.3 提升：提升主播能力 ......................................................................158
7.3.1 不同主播类型.........................................................................................158
7.3.2 运用促单手段.........................................................................................160
7.3.3 分析直播数据.........................................................................................161
7.3.4 设计考核方案.........................................................................................162
第8章 工具：掌握实用功能 ..........................................................164
8.1 卖货：了解直播技巧 ......................................................................165
8.1.1 创建直播间.............................................................................................165
8.1.2 添加带货商品.........................................................................................166
8.1.3 设置商品卖点.........................................................................................168
8.1.4 设置商品讲解卡......................................................................................169
8.1.5 添加主推商品.........................................................................................171
8.1.6 同步显示直播间......................................................................................173
8.2 玩法：提升转化率 ..........................................................................175
8.2.1 查看带货榜单.........................................................................................175
8.2.2 录制讲解视频.........................................................................................176
8.2.3 提升开播体验.........................................................................................178
8.2.4 促进买卖成交.........................................................................................180
8.2.5 使用绿幕大屏.........................................................................................181
8.2.6 增强互动氛围.........................................................................................183
8.2.7 开启电商任务.........................................................................................184
8.2.8 查看详情数据.........................................................................................185
8.2.9 复盘自播数据.........................................................................................187
第9章 直播：搭建完整体系 ..........................................................188
9.1 设置：了解核心要素 ......................................................................189
9.1.1 了解常用设备.........................................................................................189
9.1.2 明确人员角色.........................................................................................193
9.2 引流：快速积累粉丝 ......................................................................193
9.2.1 通过爆款短视频吸粉...............................................................................194
9.2.2 使用主播券吸粉......................................................................................194
9.2.3 使用达人定向券吸粉...............................................................................198
9.2.4 通过粉丝专享券吸粉...............................................................................199
9.2.5 通过直播公告吸粉..................................................................................201
9.2.6 通过DOU＋上热门吸粉.........................................................................204
第10章 粉丝：增加账号人气 ........................................................206
10.1 定位：找到精准粉丝 ....................................................................207
10.1.1 了解粉丝特点.......................................................................................207
10.1.2 了解行为路径.......................................................................................208
10.1.3 人设倒推粉丝.......................................................................................209
10.1.4 内容倒推粉丝.......................................................................................210
10.1.5 找准粉丝需求.......................................................................................210
10.2 管理：轻松培养铁粉 ....................................................................213
10.2.1 吸引用户关注.......................................................................................213
10.2.2 增加停留时间.......................................................................................215
10.2.3 准时观看直播.......................................................................................219
10.2.4 加入“粉丝团”....................................................................................220
10.2.5 给予不同福利.......................................................................................221
10.2.6 培养高黏性粉丝....................................................................................222
10.3 存留：获得持续关注 ....................................................................223
10.3.1 预告直播内容.......................................................................................223
10.3.2 增加视觉吸引力....................................................................................224
10.3.3 多提供干货内容....................................................................................225
10.3.4 提升粉丝互动率....................................................................................226
10.3.5 粉丝的私域运营....................................................................................226
第11章 礼物：刺激用户打赏 ........................................................229
11.1 了解：看清设计规律 ....................................................................230
11.1.1 满足各类需求.......................................................................................231
11.1.2 取名方式...............................................................................................232
11.1.3 显示效果...............................................................................................233
11.1.4 打赏数量...............................................................................................234
11.1.5 主播专属礼物.......................................................................................234
11.2 打赏：鼓励用户消费 ....................................................................235
11.2.1 获得免费礼物.......................................................................................235
11.2.2 刺激用户送礼.......................................................................................238
11.2.3 增强用户黏性.......................................................................................240
11.2.4 激活“帮助心理”................................................................................241
11.2.5 激活“互惠心理”................................................................................244
11.2.6 创造未来预期.......................................................................................246
11.3 提现：礼物变成收益 ....................................................................246
11.3.1 了解收入构成.......................................................................................246
11.3.2 参加直播活动.......................................................................................247
11.3.3 掌握提现方法.......................................................................................248
第12章 技巧：提升卖货能力 ........................................................250
12.1 策划：提升转化效果 ....................................................................251
12.1.1 掌握选品方法.......................................................................................251
12.1.2 理解选品逻辑.......................................................................................253
12.1.3 解读策划技巧.......................................................................................254
12.1.4 策划互动方法.......................................................................................257
12.2 引导：掌握购物路径 ....................................................................258
12.2.1 增加直播间曝光....................................................................................258
12.2.2 优化停留与互动....................................................................................259
12.2.3 增加商品点击率....................................................................................260
12.2.4 提高订单转化率....................................................................................261
12.2.5 提高商品复购率....................................................................................261
12.3 转化：增加商品订单 ....................................................................262
12.3.1 选择合适的主播....................................................................................262
12.3.2 营造稀缺氛围.......................................................................................263
12.3.3 提升下单意愿.......................................................................................264
12.3.4 设置趣味收尾.......................................................................................265
12.3.5 增加停留时长.......................................................................................265
12.3.6 运用裂变营销.......................................................................................266
