第7节公开课 | 自媒体变现的底层逻辑
2025.03.29
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data-lark-record-format="docx/record" class="lark-record-clipboard"></span></p><div data-page-id="Rz6AddxPBoia8lx17DccnY3Inqc" data-lark-html-role="root" data-docx-has-block-data="true"><h1 class="heading-1 ace-line old-record-id-TU4DdgngRoekPYxTemackJbRnmf">报价技巧｜新人博主第一次接广如何报价</h1><div class="ace-line ace-line old-record-id-MC2CdSdDIoLIZLxI2cTcBGSCn6J"><br></div><div class="ace-line ace-line old-record-id-SGu9dUfrhoupyIxdBbqc4oRanEc">新人博主第一次接广告应该怎么报价？第一次接广告，你是不是心情很激动，但报价很慌张。报价低，觉得自己吃亏了；报价高，又怕吓走品牌方。不用担心 ❤️ 老师帮你们总结了<strong>新人博主最常用的 3 种广告报价方式</strong><strong>！</strong></div><div data-type="divider" class=" old-record-id-MPnad3Nc6oZdYZxbsnGcUeeJnVc"><hr></div><h2 class="heading-2 ace-line old-record-id-YyFmdwRwHoLJG7xnJdpcNd0Tnhd">01｜按粉丝量计算报价</h2><div class="ace-line ace-line old-record-id-UA8sd2xvooU65WxymuJcaVW7nCe">大家听到最多的方式可能是：<strong>报价 = 粉丝量 × 10%</strong></div><div class="ace-line ace-line old-record-id-JSSodlnw4ohq8YxTpdMc471jni7">这是最简单粗暴的方式，但它忽略了很多关键因素，比如：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-ZN9Bd6aCUogwFbx75uwcI8tgnte" data-list="bullet"><div>不同账号类型（穿搭、美妆、Vlog 等）</div></li><li class="ace-line ace-line old-record-id-Zq6Kd5PuyoGiJ1xhDzlcs3RPnmh" data-list="bullet"><div>笔记阅读量和互动量</div></li><li class="ace-line ace-line old-record-id-F6Nvds4yjogE7SxtP5hc41Fjnh7" data-list="bullet"><div>粉丝粘性</div></li><li class="ace-line ace-line old-record-id-KnI1dPZ8NoWubaxXMvlcKrKsnwh" data-list="bullet"><div>博主人设等</div></li></ul><div class="ace-line ace-line old-record-id-XocLdNS4do8kjTxPeXGcus2unXf">所以，这个方法<strong>只能作为初级参考</strong>。</div><div class="ace-line ace-line old-record-id-T5ePdMi3MoWvWqxoSyCcw9zen7n"><br></div><div class="ace-line ace-line old-record-id-SkFPdGNeCoQVGUxVwmpc9PTpnjd">以美妆 / Vlog 类账号为例， 一些比较粗的市场参考范围是存在的。</div><div class="ace-line ace-line old-record-id-SkFPdGNeCoQVGUxVwmpc9PTpnjd"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/ec80ed2e522bd191bf8bba01712881d4.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"f3a9c8b0-151b-4db1-88a3-a9394ae5fe48","height":1080,"width":1920,"currHeight":1080,"currWidth":1920,"natrualHeight":1080,"natrualWidth":1920,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FPjgnbAyMDoL4SpxFOV4cy5Fqntb%2F%3Fpreview_type%3D16","file_token":"PjgnbAyMDoL4SpxFOV4cy5Fqntb","image_type":"image/png","size":788151,"comments":[]}]}" class="image-uploaded gallery old-record-id-Qznbd2XqWozPShxB354c91VBntg"></div><div class="ace-line ace-line old-record-id-MFkUdmHADotKNRxcTvHc4ts3n1g">所谓“上下浮动”，主要参考的是：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-GnbId1IiWoxpcQxnyvIcRtIpnyg" data-list="bullet"><div>互动数据</div></li><li class="ace-line ace-line old-record-id-CwhkdaidSokMelxX3O1cJwyAnYe" data-list="bullet"><div>内容类型</div></li><li class="ace-line ace-line old-record-id-X9GfdNdJjoVC7ixKpvmc46ygnBh" data-list="bullet"><div>博主人设</div></li></ul><div class="ace-line ace-line old-record-id-UmPPdX7fqoCbKOxnW44c17ZNnKf">比如同样不到 1 万粉：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-F0qHdrJMAoYyBDxrab4cdMWknTd" data-list="bullet"><div>如果你<strong>平均点赞 500–1000+</strong></div></li><li class="ace-line ace-line old-record-id-QySCd4PRPoswy9x3Q4WcdoW7ngf" data-list="bullet"><div>笔记以视频为主</div></li><li class="ace-line ace-line old-record-id-Ggmod8ZLZo5drPxzDOccv0IRnYd" data-list="bullet"><div>真人出镜，有清晰人设</div></li><li class="ace-line ace-line old-record-id-A9VDdXAZMocya7x6WOQcARoInj7" data-list="bullet"><div>粉丝评论积极</div></li></ul><div class="ace-line ace-line old-record-id-QgsrdBiX0oQI24xcKgtcpEJhnQf">那么你的报价，<strong>肯定不止 1000 元</strong>。</div><div class="ace-line ace-line old-record-id-Z4n5dgq6lo2GiExok3QcKf18nod"><br></div><div class="ace-line ace-line old-record-id-FjY3dagVrokKvRxsrnacRZsNnfh">此外，作为达人，<strong>专业度 / 职业属性</strong> 也是加分项。例如护肤领域，如果你有专业背景、实验室或科研经历，能进行专业分析和检测，报价自然可以更高。</div><div class="ace-line ace-line old-record-id-Li9HdbUlxosp7wx5Nl3cKjSMnFd"><br></div><h2 class="heading-2 ace-line old-record-id-Ee55d7oLqokUStx8rTwciRcUnyd">02｜参考蒲公英 / 千瓜报价</h2><h3 class="heading-3 ace-line old-record-id-E5MPdF6VzomdAXxQ65acIX6WnQd">什么是蒲公英？</h3><div class="ace-line ace-line old-record-id-KxwydcBgvouuiWxpYXocsWI3nfR">蒲公英平台是小红书官方合作平台，相当于“广告中介所”，专门帮助品牌和博主牵线搭桥。品牌方可以在平台直接发布需求，博主也可以在平台直接接单，<strong>全流程官方保障</strong>。</div><div class="ace-line ace-line old-record-id-Jsv0dkFHHo03AFxpOoNcG9s1nqf"><br></div><div class="ace-line ace-line old-record-id-JdmAdknFSofitQxrrrncYdsNnEh">当博主粉丝量 <strong>超过 1000</strong>，就可以申请成为品牌合作人，在蒲公英平台上接<strong>报备广告</strong>。</div><div class="ace-line ace-line old-record-id-ECzxd5x31oCl7wxykPncIMxDnsf">这种广告的特点是：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-G2rbduFy4oeTY9xJvNwcOZecnSb" data-list="bullet"><div>平台对内容进行合规审核</div></li><li class="ace-line ace-line old-record-id-E0i7dCCJeoA7T4xGqTsciX1znJd" data-list="bullet"><div>不用担心违反《广告法》被举报</div></li><li class="ace-line ace-line old-record-id-JKJMd44uVojrT3xVF4tceNWDnhg" data-list="bullet"><div>笔记不会被限流</div></li><li class="ace-line ace-line old-record-id-KUvLdM7YeoGefcxrDvwc3WtlnUd" data-list="bullet"><div>品牌先把钱打给平台</div></li><li class="ace-line ace-line old-record-id-E2HJdzaUlo7lUDxuqwCc87TJngd" data-list="bullet"><div>平台扣除 <strong>10% 服务费</strong>后再结算给博主</div></li><li class="ace-line ace-line old-record-id-WIG6dDkeKoOeGixbvT2ckffHn9O" data-list="bullet"><div>不用担心品牌拖款或跑路</div></li></ul><div class="ace-line ace-line old-record-id-YoUpd0fhVoEHB8xsvW8c1bqZnIh"><br></div><h3 class="heading-3 ace-line old-record-id-MN01d4hTpoNwaCx6U6ncew2UnRh">报备广告 vs 非报备广告</h3><ul start="1" class="list-bullet1"><li style="white-space:pre;" class="ace-line ace-line old-record-id-UvqKdmrXuouSRixzi5QcpJA5nbh" data-list="bullet"><div><strong>报备广告</strong>：
通过蒲公英平台完成合作，有官方保障</div></li><li style="white-space:pre;" class="ace-line ace-line old-record-id-YuSfdXx2woiQJzx3cqTc9v63no1" data-list="bullet"><div><strong>非报备广告</strong>：
私下产品植入合作
广告性质过重容易被平台风控
文案和配图都要格外注意 ⚠️</div></li></ul><div class="ace-line ace-line old-record-id-N84ndi1qYojPCyxTZWFcgdL6nOb"><br></div><h3 class="heading-3 ace-line old-record-id-TWs7d3r5WocluJxfuYHcahIhnpc">如何看报价？</h3><div class="ace-line ace-line old-record-id-HZO8dK5k0oLvbcxI5kJcbllznUf"><br></div><ul start="1" class="list-bullet1"><li style="white-space:pre;" class="ace-line ace-line old-record-id-J0nodPIHYoV13yxjcoPc7bXOnZg" data-list="bullet"><div><strong>看自己的报价</strong>
入驻蒲公英后，系统会给出建议报价区间</div></li></ul><div class="ace-line ace-line old-record-id-DB3EdrPCiovK5ZxMoPVcc6T0nec"><br></div><ul start="1" class="list-bullet1"><li style="white-space:pre;" class="ace-line ace-line old-record-id-RvetdXpdKo2vAJxNnpYc2WNdnTh" data-list="bullet"><div><strong>看别人的报价</strong>
在蒲公英搜索同类型账号，查看他们的公开报价作为参考（无法入驻蒲公英的，也可以用「千瓜」查看）</div><div><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/022da0d7dcc6ae730f4249dcb782cd0f.png" style="width: 1064.66px;"><br></div></li></ul><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"1dfab518-7b9a-4007-8b95-bd3e6915ac07","height":1080,"width":1920,"currHeight":1080,"currWidth":1920,"natrualHeight":1080,"natrualWidth":1920,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FLxTgbFwLNo8QDSxW2HWchXFMnhh%2F%3Fpreview_type%3D16","file_token":"LxTgbFwLNo8QDSxW2HWchXFMnhh","image_type":"image/png","size":1008425,"comments":[]}]}" class="image-uploaded gallery old-record-id-SNjZdKomjoUedLxjjxoc2xGUnke"></div><h2 class="heading-2 ace-line old-record-id-WqHndfGZLoVtEmxwPwyck8Ndnlb">03｜根据 CPE 数值报价</h2><div class="ace-line ace-line old-record-id-MP7LdAy1yoGLeOxJ7dyc8pGOnge"><br></div><div class="ace-line ace-line old-record-id-IJCRdAzj6oqZjzxFZAocHV6anVh">合作价格的核心不是“贵不贵”，而是<strong>值不值</strong>。</div><div class="ace-line ace-line old-record-id-P9NCd2NBAo2J7uxAHO3ccTMfnwL">品牌真正关心的是：<strong>我花的钱，能买到多少有效互动？</strong></div><div class="ace-line ace-line old-record-id-LcXXd4694o2KcOx5KRGcfpCfnEe"><br></div><h3 class="heading-3 ace-line old-record-id-Ax0ddbLEQoYljpxXPE2caXGwnLg">什么是 CPE？</h3><div style="white-space:pre;" class="ace-line ace-line old-record-id-Tw0kdVwJ2of8nqxQvHBcZVFUn1d"><strong>CPE（Cost Per Engagement）</strong>
指的是：广告每获得一次互动（通常指点赞）所需的成本。</div><div data-type="divider" class=" old-record-id-EP1bdNohVoBpu4xwwbHcf01Knuf"><hr></div><h3 class="heading-3 ace-line old-record-id-OywIdVseQoOWhtxrTJ4clJRinRg">CPE 计算公式</h3><div class="ace-line ace-line old-record-id-Gz1SdNbA3otulbxNP75caaKTnmc"><strong>CPE = 报价 ÷ 平均互动数</strong> （一般按点赞数计算）</div><div class="ace-line ace-line old-record-id-FaZrdCGA7obaypxwYPacNyhwnZq">你可以用自己的报价，除以最近 <strong>10–20 条笔记的平均互动数</strong>。</div><div class="ace-line ace-line old-record-id-StQud4giaoJ2LIxlWbhcDsmgntb"><br></div><h3 class="heading-3 ace-line old-record-id-GE75ddaY9o9XLYxvK0oc1q1CnOc">CPE 的参考区间</h3><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-SA6WdYKYgoyaCbxxUn1cmkzWn3g" data-list="bullet"><div><strong>CPE ≤ 5</strong> ：比较优秀</div></li><li class="ace-line ace-line old-record-id-R7kHdGMmXosIkMxd46ycf5BgnSb" data-list="bullet"><div>CPE 越低，品牌越愿意投</div></li><li class="ace-line ace-line old-record-id-MSc1d5NpHo8cydxMZ8UceKZTnbd" data-list="bullet"><div>有些品牌要求 <strong>CPE ≤ 3</strong></div></li><li class="ace-line ace-line old-record-id-KQCXd71DdoLIn8xSRRecTgignzh" data-list="bullet"><div>有些品牌可以接受 <strong>CPE ≤ 10</strong></div><div><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260120/10ad53e394cde8c0d5fde52c92f3221c.png" style="width: 1064.66px;"><strong><br></strong></div></li></ul><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"216548f3-b58b-46b8-ba99-035a9c69ea8d","height":1080,"width":1920,"currHeight":1080,"currWidth":1920,"natrualHeight":1080,"natrualWidth":1920,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FVeCEbJFtRof7wnxKcUocOhipn2H%2F%3Fpreview_type%3D16","file_token":"VeCEbJFtRof7wnxKcUocOhipn2H","image_type":"image/png","size":878383,"comments":[]}]}" class="image-uploaded gallery old-record-id-MdUsdfitJoMNoNxB9fhcPuWanjc"></div><div class="ace-line ace-line old-record-id-DHFidReUvoudkvxu4PBcAWt9npd"><br></div><div class="ace-line ace-line old-record-id-RoWNdTwZjoViEbxXvGvcjF7Nnhd">需要注意的是：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-Le8TdaHG1oE1zWxOkF3c7c6RnMb" data-list="bullet"><div>视频笔记一般比图文报价高</div></li><li class="ace-line ace-line old-record-id-OKeJdfS0foOI7Sxy5evcx1vwn7g" data-list="bullet"><div>对应的 CPE 也会略高</div></li><li class="ace-line ace-line old-record-id-ES9AdvOyColkCgxkmfoczFB2n8b" data-list="bullet"><div>因为视频信息更充分、爆文率更高</div></li></ul><div class="ace-line ace-line old-record-id-UwVbdXEProYdskxAAMoccMDfnBe">同样，头部博主的 CPE 可以适当更高，因为品牌还会综合考虑：</div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-E7XEdTso0oKALFxDUeCcxr9pn9e" data-list="bullet"><div>风格调性</div></li><li class="ace-line ace-line old-record-id-FAyldCICGoRX2CxUMsWc8B15nGc" data-list="bullet"><div>传播影响力</div></li><li class="ace-line ace-line old-record-id-XdhtdNeSuo3viuxphMUct6bWnsg" data-list="bullet"><div>品牌匹配度</div></li></ul><div class="ace-line ace-line old-record-id-HJXMdX15so3Md9xpeDCca9BWnxe"><br></div><h2 class="heading-2 ace-line old-record-id-XmkkdTjMpozUhjxZDHlcI8eFnHb">报价的几个重要提醒</h2><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-DlZsdB07Po0wNFxp9CWc7ahVnbg" data-list="bullet"><div><strong>没有绝对的报价公式</strong></div></li><li class="ace-line ace-line old-record-id-LABBdkj4Pobpfxx7exbcrF2EnKe" data-list="bullet"><div>合理报价 = 市场参考 + 同行基础 + 自身实际情况</div></li></ul><div class="ace-line ace-line old-record-id-JiD6dBw7sorPAtx9rzCcE9zXnCe">如果你想快速知道自己的合理报价区间，可以直接跟老师沟通，老师看了你的账号会给你一个市场行情价。</div><div class="ace-line ace-line old-record-id-D2GrdZzriorLP9xjUilclCwlnzb"><br></div><h3 class="heading-3 ace-line old-record-id-SDJEdPR2bowc9Cxw1A9ccewpnLh">最后一定要注意：</h3><div class="ace-line ace-line old-record-id-Bjeyd6AGPoMXmMx36bucK9cMnqc">👉 <strong>报价 ≠ 到手价</strong></div><ul start="1" class="list-bullet1"><li class="ace-line ace-line old-record-id-E1DyduMNsoCHMIxJHwUc0KMqnde" data-list="bullet"><div>需要依法缴税</div></li><li class="ace-line ace-line old-record-id-WQkDdaniUoCd9vxbTJ9cl0VXnTf" data-list="bullet"><div>平台会收取服务费（技术服务费 / 综合服务费等）</div></li></ul><div class="ace-line ace-line old-record-id-QngRd3MEOofFO8xb8QkcqKsJnEd">建议大家在报价前，先了解清楚平台的收费规则，这样对自己的<strong>实际到手收入</strong>会更清楚。</div></div>
