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好气，这个KOL网红不要太坑人
跨境魔方
2024年3年4日
一个发生在这两周真实的KOL踩坑案例。
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<span>前段时间一位93万粉丝的KOL通过社媒主动找我合作。遇到主动求合作的我通常会先去查看红人频道，简单快速的看看红人类型，频道的调性，粉丝量，播放量等再决定是否回复红人。</span>
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<span>平时通过社媒主动求合作的太多了，没办法做到所有人都去回复，只能挑选一些相对优质，相对垂直，或者好物分享的潜力KOL谈合作。</span>
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<p><img src="https://img.cifnews.com/dev/f54d6547691c49c9b444ebc67a2bfb1c.png" alt="好气，这个KOL网红不要太坑人"></p>
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<p style="text-align:center;"><span>图片来源：Instagram</span></p><p><span>但奇怪的是这个93万粉丝的KOL播放量大部分只有1-4万。粉丝数量跟播放量严重不成正比，所以在我心里该红人大打折扣，我先谈了免费合作，对方不同意免费，给了150美金的合作价，我尝试还价到60美金。</span></p><p><span></span></p>
<p><span>KOL问能不能100美金合作? 其实正常情况下播放量1万-4万，合作费100，200，300美金完全是没问题的。但是这个红人数据看着太假，100美金我个人觉得不值，所以没有选择合作，也没再回复红人。</span></p><p><span></span></p>
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<p><img src="https://img.cifnews.com/dev/ccaa2685bb5842308d5f6911045e4e9b.png" alt="好气，这个KOL网红不要太坑人"></p>
<p style="text-align:center;">图片来源：Instagram DM</p><p>
<span>直到上周的某一天，该红人突然@了我运营的社媒，我一看竟然发了我们产品的短视频，我还奇怪明明没继续谈合作了怎么还发布了产品视频。</span>
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<span>我去查询才知道原来我同事通过邮件主动联系了这位红人，对方报价1500美金，我同事讨价还价<span>最终</span>600美金合作上了。</span>
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<span><span>看到600美金的合作费，我都惊呆了，这数据如此假的KOL何德何能啊？</span></span>
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<span><b>通过这个案例想让大家知道?</b></span>
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<span><span><b>1. KOL报价，水有多深？</b></span></span>
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<span>这位KOL主动找我的时候报价150美金，而我们主动找她合作，对方报价竟然高达1500美金。整整10倍的差距，虽然最终600美金合作，无论从哪个角度去考虑，红人不值这个价。</span>
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<span><span><b>2. KOL的数据有多假？</b></span></span>
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<span>从四个角度跟大家分析一下该KOL为何不值600美金合作，希望能帮助大家在以后的KOL合作中少走一些弯路，能少踩坑则少踩坑。</span></p><p><span></span></p><section style="outline: 0px; max-width: 100%; font-size: 17px; letter-spacing: 0.544px; caret-color: rgba(0, 0, 0, 0); color: rgb(34, 34, 34); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; height: 30px; display: flex; justify-content: flex-start; overflow-wrap: break-word !important;"><section style="padding-left: 6px; outline: 0px; max-width: 100%; background-image: -webkit-linear-gradient(left, rgb(60, 232, 192), rgb(60, 232, 192)); color: rgb(255, 255, 255); letter-spacing: 1.5px; font-size: 18px; line-height: 30px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; text-align: left; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;">一<br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></strong><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></span></span></p></section><section style="outline: 0px; max-width: 100%; width: 0px; height: 1px; border-bottom: 30px solid transparent; border-left: 14px solid rgb(60, 232, 192); overflow: hidden; text-align: left; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></section></section><section style="margin-top: -18px; padding: 10px 1em 8px 2.5em; outline: 0px; max-width: 100%; caret-color: rgba(0, 0, 0, 0); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; background-image: -webkit-linear-gradient(left, rgb(213, 247, 236), rgb(247, 250, 255)); color: rgb(23, 35, 93); letter-spacing: 1.5px; font-size: 16px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgba(0, 0, 0, 0.85); text-align: justify; font-size: 18px; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgb(18, 18, 18); font-family: -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Microsoft YaHei", "Source Han Sans SC", "Noto Sans CJK SC", "WenQuanYi Micro Hei", sans-serif; letter-spacing: normal; text-align: start; overflow-wrap: break-word !important;">粉丝数据造假严重</span></strong></span></p></section>
<p><span>通</span><span>过KOL数据分析插件我们能看到该红人真粉比例只占81%，当看到这个数据的时候，这个红人真的可以大打折扣了。</span></p><p><span></span></p>
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<span>这里推荐一个免费查询红人粉丝画像的插件，可以查询Instagram红人真假粉丝比例。</span>
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<span>工具地址：</span><span>https://chrome.google.com/webstore/detail/influencer-analytics-by-u/nogempgplicnckhcmgjjjgflmipmbgaf</span>
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<p><img src="https://img.cifnews.com/dev/9b4e44e49810451db539f7576a3a707b.png" alt="好气，这个KOL网红不要太坑人"></p>
<p style="text-align:center;"><span style="text-align: center;">图片来源：KOL数据分析工具</span><span></span></p><p><span>通过另一个网红工具noxinfluencer，可以查到该红人近期一直在掉粉，10月9号严重掉粉接近1000人。</span></p>
<p><span>这也是为什么我前面提到这个红人是93万粉丝。现在我写这篇文章的时候只有92.5万粉丝了。</span></p><p><span></span></p>
<p><img src="https://img.cifnews.com/dev/0a4e01dc470442d8801a3745d2c68f9f.png" alt="好气，这个KOL网红不要太坑人"></p>
<p style="text-align:center;">图片来源：KOL数据分析工具<span></span></p><p>
<span>因此，粉丝数量不能作为KOL合作费的依据，特别是对于大红人来说。在考虑与红人合作之前，请充分检查红人的粉丝质量。</span>
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<span><span></span></span><span>并不是粉丝数量越多，就意味着合作价格应该更高。不要看到接近100万粉丝就觉得捡到宝了，最后你可能掉到坑里了。</span>
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<section style="outline: 0px; max-width: 100%; font-size: 17px; letter-spacing: 0.544px; caret-color: rgba(0, 0, 0, 0); color: rgb(34, 34, 34); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; height: 30px; display: flex; justify-content: flex-start; overflow-wrap: break-word !important;"><section style="padding-left: 6px; outline: 0px; max-width: 100%; background-image: -webkit-linear-gradient(left, rgb(60, 232, 192), rgb(60, 232, 192)); color: rgb(255, 255, 255); letter-spacing: 1.5px; font-size: 18px; line-height: 30px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; text-align: left; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;">二<br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></span></strong><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></span></span></p></section><section style="outline: 0px; max-width: 100%; width: 0px; height: 1px; border-bottom: 30px solid transparent; border-left: 14px solid rgb(60, 232, 192); overflow: hidden; text-align: left; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></section></section><section style="margin-top: -18px; padding: 10px 1em 8px 2.5em; outline: 0px; max-width: 100%; caret-color: rgba(0, 0, 0, 0); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; background-image: -webkit-linear-gradient(left, rgb(213, 247, 236), rgb(247, 250, 255)); color: rgb(23, 35, 93); letter-spacing: 1.5px; font-size: 16px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgba(0, 0, 0, 0.85); text-align: justify; font-size: 18px; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgb(18, 18, 18); font-family: -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Microsoft YaHei", "Source Han Sans SC", "Noto Sans CJK SC", "WenQuanYi Micro Hei", sans-serif; letter-spacing: normal; text-align: start; white-space-collapse: preserve; overflow-wrap: break-word !important;">评论区掺水严重</span></strong></span></p></section>
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<span>评论区几乎全是KOL之间的互评。</span><span>随便点开几个评论者的头像，查看粉丝数量。</span><span>可以发现这些评论者大多拥有几万，几十万，甚至上百万粉丝。</span><span>点开这些评论者主页，发现确实都是差不多类型的KOL。</span>
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<span>因此，我们需要注意通过评论来判断是否是真实的感兴趣粉丝在进行互动。尽管少量红人之间的互评是正常的，但当评论区完全被红人互评所占据时就需要引起关注了。</span>
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<span>再来查看评论的详细内容，风格都差不多：This is amazing ?；Omg! Soldddd?；love their products?；nice；Sounds Awsome?。</span>
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<span>这么多评论，却没有产品相关的评论以及询问How to buy？How do I get it?</span>
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<p><img src="https://img.cifnews.com/dev/67350f3c6cc34b8f986f960a7aab0cea.png" alt="好气，这个KOL网红不要太坑人"></p>
<p style="text-align:center;"><span style="text-align: center;">图片来源：Instagram</span><span></span></p><p><span>真正对红人视频内容感兴趣的人，会围绕视频中的产品或者其他感兴趣的方面去做一些评论</span><span>，比如下面截图中的吸尘器推广，大部分评论都是跟吸尘器有关的。</span></p><p><span></span></p>
<p><span></span><span>然而，有些细心的粉丝注意到视频中有一只蜘蛛，这吸引了她们的兴趣，所以留下评论说发现了红人家里有一只蜘蛛。</span></p><p><span></span></p>
<p><img src="https://img.cifnews.com/dev/1b0d1c5e885d4787aba30807dc88aa49.png" alt="好气，这个KOL网红不要太坑人"></p><p style="text-align:center;"><span style="text-align: center;">图片来源：Instagram</span></p>
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<p><span>特别是在Home Decor等领域的红人中，抱团相互评论、相互点赞的情况非常普遍。在合作时，我们需要注意分辨真实的互动。</span></p><p><span></span></p>
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<section style="outline: 0px; max-width: 100%; font-size: 17px; letter-spacing: 0.544px; caret-color: rgba(0, 0, 0, 0); color: rgb(34, 34, 34); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; height: 30px; display: flex; justify-content: flex-start; overflow-wrap: break-word !important;"><section style="padding-left: 6px; outline: 0px; max-width: 100%; background-image: -webkit-linear-gradient(left, rgb(60, 232, 192), rgb(60, 232, 192)); color: rgb(255, 255, 255); letter-spacing: 1.5px; font-size: 18px; line-height: 30px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; text-align: left; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;">三</span></strong></span></p></section><section style="outline: 0px; max-width: 100%; width: 0px; height: 1px; border-bottom: 30px solid transparent; border-left: 14px solid rgb(60, 232, 192); overflow: hidden; text-align: left; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></section></section><section style="margin-top: -18px; padding: 10px 1em 8px 2.5em; outline: 0px; max-width: 100%; caret-color: rgba(0, 0, 0, 0); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; background-image: -webkit-linear-gradient(left, rgb(213, 247, 236), rgb(247, 250, 255)); color: rgb(23, 35, 93); letter-spacing: 1.5px; font-size: 16px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgba(0, 0, 0, 0.85); text-align: justify; font-size: 18px; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgb(18, 18, 18); font-family: -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Microsoft YaHei", "Source Han Sans SC", "Noto Sans CJK SC", "WenQuanYi Micro Hei", sans-serif; letter-spacing: normal; text-align: start; white-space-collapse: preserve; overflow-wrap: break-word !important;">互动率等数据极差</span></strong></span></p></section>
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<span>用红人工具查看红人的其他基础数据，一目了然，各项指标都是Poor。</span>
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<span><b>1.互动率只有0.02%</b></span>
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<span>如果是品牌方，Instagram该平台在没打广告的情况下互动率通常在1%左右，红人的互动率相对会更高一些，通常≥2%。而该红人0.02%这样的互动率显然有异常。</span>
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<span><b>2.粉丝观看率只有0.05%</b></span>
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<span>根据数据显示，该红人的粉丝观看率仅为0.05%，而同类型的KOL通常具有1.72%-5.21%的粉丝观看率。<span>如果是通过内容吸引而来的真实粉丝，那么观看率不应该如此低。</span>低观看率也表明了可能存在大量的假粉丝。</span>
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<span><b>3.频道质量得分只有0.58(总分5分)</b></span>
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<span>频道的质量得分仅为0.58（总分5分）。该得分是基于多个因素的综合考量，包括粉丝增长率、帖子发布频率、频道互动情况、粉丝观看率以及受众可信度等。</span>
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<p><img src="https://img.cifnews.com/dev/033d24c5e9c14eb5a6c8b5428816fa4f.png" alt="好气，这个KOL网红不要太坑人"></p><p style="text-align:center;"><span style="text-align: center;">图片来源：NOX红人工具</span></p>
<section style="outline: 0px; max-width: 100%; font-size: 17px; letter-spacing: 0.544px; caret-color: rgba(0, 0, 0, 0); color: rgb(34, 34, 34); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; height: 30px; display: flex; justify-content: flex-start; overflow-wrap: break-word !important;"><section style="padding-left: 6px; outline: 0px; max-width: 100%; background-image: -webkit-linear-gradient(left, rgb(60, 232, 192), rgb(60, 232, 192)); color: rgb(255, 255, 255); letter-spacing: 1.5px; line-height: 30px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; text-align: left; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;">四</strong></span></p></section><section style="outline: 0px; max-width: 100%; width: 0px; height: 1px; border-bottom: 30px solid transparent; border-left: 14px solid rgb(60, 232, 192); overflow: hidden; text-align: left; overflow-wrap: break-word !important;"><br style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"></section></section><section style="margin-top: -18px; padding: 10px 1em 8px 2.5em; outline: 0px; max-width: 100%; caret-color: rgba(0, 0, 0, 0); font-family: mp-quote, -apple-system-font, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; text-align: center; background-image: -webkit-linear-gradient(left, rgb(213, 247, 236), rgb(247, 250, 255)); color: rgb(23, 35, 93); letter-spacing: 1.5px; font-size: 16px; overflow-wrap: break-word !important;"><p style="margin: 0px 15px; outline: 0px; max-width: 100%; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgba(0, 0, 0, 0.85); text-align: justify; font-size: 18px; overflow-wrap: break-word !important;"><strong style="outline: 0px; max-width: 100%; overflow-wrap: break-word !important;"><span style="outline: 0px; max-width: 100%; color: rgb(18, 18, 18); font-family: -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Microsoft YaHei", "Source Han Sans SC", "Noto Sans CJK SC", "WenQuanYi Micro Hei", sans-serif; letter-spacing: normal; text-align: start; white-space-collapse: preserve; overflow-wrap: break-word !important;">品牌合作的数据一般</span></strong></span></p></section>
<p><span></span></p><p><span>通过查看红人跟其品牌合作的数据，我们可以更好地评估KOL对品牌的潜在影响力。</span></p><p><span></span></p>
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<span>根据该红人与其他品牌的合作情况，我们可以看到与LG品牌的合作最为频繁，达到了9次。这些合作共带来了10万的播放量，平均每次合作的播放量超过1万。</span>
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<span>与其他品牌的合作播放量大致在2万到3万左右，但需要注意的是，在有其他红人协助的情况下互动率也未能超过1%。</span>
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<span><span>观察KOL创作</span><span>的带货</span><span>内容</span><span>，</span><span>没什么看</span><span>点</span><span>，带货视频最多只能算中规中矩，</span><span>很难被平台推送出去触达到更多的人群。</span></span>
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<p><img src="https://img.cifnews.com/dev/0f1d19bfc096431ea960413404ea54ee.png" alt="好气，这个KOL网红不要太坑人"></p>
<p style="text-align:center;"><span style="text-align: center;">图片来源：NOX红人工具</span><span></span></p><p>
<span>这个红人怎么看都不值600美金。低价值的产品可以考虑免费合作或者付费50美金，60美金合作一下，合作后最终带来1-4万掺水的曝光量+一个比较普通的产品宣传素材。高价值的产品就不用考虑合作了。</span>
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<span>因此在合作前，尤其是付费的KOL，需要进行详细的调研和数据分析，以了解红人自身的频道数据和在跟其他品牌合作中的表现无比重要。</span>
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<span><span>另外，无论数据好不好的KOL都有可能报天价，不要被天价吓</span><span>到，先在</span><span>心里预估一个价格，</span><span>比如报价对方</span><span>15</span><span>00美金，你觉得这个KOL只值</span><span>300</span><span>美金，你可以往200</span><span>美金</span><span>讨价还价</span><span>。</span><span>然后最终双方</span><span>博弈，</span><span>300-400美金成交。</span></span>
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个人简介
<p><span>Hi 我是小熊，一个力求只分享干货的品牌推广小主管一枚。</span></p>
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