第2节公开课 | 自媒体变现的底层逻辑
2025.03.19
<div data-page-id="L9ZXdzoBToonXVxAvKqc63jZndf" data-lark-html-role="root" data-docx-has-block-data="true"><h3 class="heading-3 ace-line old-record-id-Y2Epd2GAOoGSPcx39V2cKUBGnUc" style="box-sizing: border-box; font-family: "Source Sans Pro", sans-serif; font-weight: 500; line-height: 1.1; color: rgb(51, 51, 51); margin-top: 18px; margin-bottom: 9px; font-size: 20px;">变现路径 | 你在小红书赚的钱从哪里来？</h3><div class="ace-line ace-line old-record-id-U5a0d8P39oJrovxJkzRcc3Q4noh"><br></div><div class="ace-line ace-line old-record-id-U5a0d8P39oJrovxJkzRcc3Q4noh">前段时间一位学员问了我一句话：老师，博主发视频小红书就会给你打钱吗?</div><div class="ace-line ace-line old-record-id-WCKfd97gGo8xqNxNgO8cSqtUn5c"><br></div><div class="ace-line ace-line old-record-id-Q3GkdynxHolCyyxtzWjcwZlInZV">老师才意识到，原来还有很多新手小白对小红书的变现方式存在认知模糊，所以老师马不停蹄的开始了码字：一位博主都能在小红书赚到哪些钱?</div><div class="ace-line ace-line old-record-id-YDyzdrCmroOnWpxXcA1cf9PXnqd"><br></div><div class="ace-line ace-line old-record-id-B99DdOjGnoBJ3IxQvAtcyGnYn9g">你可别小看这内容，认真看完这内容后，你将获得更加清晰的小红书变现地图：</div><div class="ace-line ace-line old-record-id-B99DdOjGnoBJ3IxQvAtcyGnYn9g"><br></div><div class="ace-line ace-line old-record-id-NmoedmjFgo3GVGxU31TcM8U1npc"><strong>1</strong><strong>，</strong><strong>对小红书平台特性及用户需求的清断认知；</strong></div><div class="ace-line ace-line old-record-id-PJRYd8e5kol7JXxAB4ccL2vdnYc"><strong>2</strong><strong>，</strong><strong>可实操的六大主流变现模式及配条件</strong></div><div class="ace-line ace-line old-record-id-SZfnd6009oBhK9xzJ3EcbqWunCc"><br></div><div class="ace-line ace-line old-record-id-SZfnd6009oBhK9xzJ3EcbqWunCc">你可以先问间自己：你了解日常创作的平台吗?如果你有在不同平台做号的经历，那你或许会察觉：<font color="#000000" style="background-color: rgb(255, 255, 0);">不同平台的风格和调性是不一样的</font>。内容想要火，肯定要适应平台的游戏规则，符合算法推荐机制的。</div><div class="ace-line ace-line old-record-id-VFB5dRCOkoirVixkN40cXtyjn3f"><br></div><div class="ace-line ace-line old-record-id-OrHddGcd9ots7GxqkN6cUFhcnse">许多自媒体人经历过这样的痛苦：专业，深度的内容发布后，只收获零是点赞。问题根源往往在于你对平台的游戏规则还不了解，所以你不<font color="#000000" style="background-color: rgb(255, 255, 0);">知道什么样的定位，内容形式适合什么样的平台</font><span style="color:rgb(100,37,208)">。</span></div><div class="ace-line ace-line old-record-id-YCJCdRSWkou4JEx8jEccY2Aonsc">那么目光回到小红书，你对小红书的印象是什么呢?</div><div class="ace-line ace-line old-record-id-GoLcdAPC4ooB13xkyL4ceaLSn1c"><br></div><div class="ace-line ace-line old-record-id-NsvtdrinmoaF7ixB0IXcxSwgnte">有个挺贴切的形容叫做，<strong>小红书是当代年轻人的百度百科</strong>，不管你要出游，还是购物，在做决定之前肯定都得去小红书搜一搜。</div><div class="ace-line ace-line old-record-id-NjbcdB0Qno5pyfxSq6bcvwoAn1g"><br></div><div class="ace-line ace-line old-record-id-I9mMdKALboHQxExLnUIcFZ6Ongg">所以，<font color="#000000" style="background-color: rgb(255, 255, 0);">小红书最大的标性是种草</font>，因此<strong>美妆，时尚，护肤</strong><strong>，家居，服装</strong>等垂类内容发展的很好，女性用户占比最高，聚焦高品质的生活。这也就决定了小红书的商业价值是很真的，因为女性群体的消费力更强。</div><div class="ace-line ace-line old-record-id-YRv9dNyS9owvtUxJQhrcasinnvd"><br></div><div class="ace-line ace-line old-record-id-SjNodzW06opWRgxqkJEcIHHbnEe">相较于成熟平台，小红书商业化仍处发展期，规则更灵活，对新人友好，是普通人安现的优质选择。</div><div class="ace-line ace-line old-record-id-DroOdX6qtoqPfwxnj0ScXlr6n3P"><br></div><div class="ace-line ace-line old-record-id-PUGQdf3JZoQqmRxjBgAc7IeJnyh">接下来我们就逐一来了解下都有哪些普通人也能参考的变现方式：</div><div class="ace-line ace-line old-record-id-KGrKdo9wmoDZ5dxfiwTcnYYtnwf"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-DweNdMFZkogAvSxacZ2c5iAunyc"><font color="#000000" style="background-color: rgb(255, 255, 0);"><b>-01广告变现-</b></font></div><div class="ace-line ace-line old-record-id-OG3mdXVOQoinqvx6naYcREKGnge"><br></div><div class="ace-line ace-line old-record-id-KQxVdv9VIoTYz4x5sm4c7BL7nng">广告变现，也就是我们最熟知的<font color="#000000" style="background-color: rgb(255, 255, 0);">在小红书上接商单</font>，这是目前比较主流的变现方式，可以区分为以下两种：</div><div class="ace-line ace-line old-record-id-VeePds1e2oYl7dxWXODctVu0nte">1.<strong><font color="#000000" style="background-color: rgb(255, 255, 0);">官方渠道</font></strong>：一般在小红书官方品牌蒲公英平台进行线上接单合作后所发布的商业笔记，我们称为<strong>报备笔记</strong><strong>或水上笔记</strong></div><div class="ace-line ace-line old-record-id-BUekdo0Qqop6tmxl8Jncx4xZnKe">粉丝1000可开通「蒲公英平台」，在"我的"页面找到[创作者中心]，找到"全部服务"后点击"博主合作"先完成实名认证再设置报价和联系方式，最后点击"开通内容合作"就可以完成开通啦!!</div><div class="ace-line ace-line old-record-id-T1bRd8zFjoG0FcxzlCNcBCM8nih"><br></div><div class="ace-line ace-line old-record-id-F9B8dEhxWovYIqxAnoncqrLXnOg">2.<font color="#000000" style="background-color: rgb(255, 255, 0);">私下对接</font>：小红书广告还可以通过社群，媒介主动推荐账号，这时候需提供主页的过往案例及数据，但不通过蒲公英平台进行商业合作，<strong>广告性质太重的话容易被平台抓住哦~</strong></div><div class="ace-line ace-line old-record-id-F2ezdAkNcoqMJZxe5WdcIwMBnpc">据媒体报道，小红书在24年第一季度营收超10亿美元，<font color="#000000" style="background-color: rgb(255, 255, 0);">其中广告就是它最主要的营收渠道</font><span style="color:rgb(100,37,208)">。就</span>像上文提到的，小红书是种草主阵地，所以平台有大量内容生产者，提供着优质的高粘性内容，非常适合广告变现。</div><div class="ace-line ace-line old-record-id-JsmedewpBoi2PsxuCQpcrGeenMe"><br></div><div class="ace-line ace-line old-record-id-LrCod4YOIoTmucxB97Vc4dOInnc">在这里，我们举两个内容形式差异化的案例：</div><div class="ace-line ace-line old-record-id-TA9Kd7yqGoYrUUxFaoDck7f3n9e"><font color="#000000" style="background-color: rgb(255, 255, 0);">人设型博主(例：@致91岁的双胞胎)</font></div><div class="ace-line ace-line old-record-id-Bt0HdHDBzoQVsgxwLWAc1FS2ndc"><br></div><div class="ace-line ace-line old-record-id-YOKRdFzaZodTYAx7QTwcIEYPnEd">她们在小红书平台拥有200w+粉丝，属于头部博主了。粉丝主要集中在大学生，职场小自，因此她们接到的合作大多围绕着成长好物，数码产品等品牌广告。</div><div class="ace-line ace-line old-record-id-KXMEdVdh6oVUAfxiFUic6uZ7nNg"><br></div><div class="ace-line ace-line old-record-id-VrTpdF436o9Y7JxNnO7cxSYHnd9">你看这几张内容截图，就感受出来她们是如何将手表广告融入干货知识中的：</div><div class="ace-line ace-line old-record-id-VrTpdF436o9Y7JxNnO7cxSYHnd9"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/edc892573a94256c716cb81d07f5ef20.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"8b187752-8314-443e-86ec-f842df73f8b4","height":720,"width":1280,"currHeight":720,"currWidth":1280,"natrualHeight":720,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FP7bmbmHxyogeChxgDNcc8ah5ncg%2F%3Fpreview_type%3D16","file_token":"P7bmbmHxyogeChxgDNcc8ah5ncg","image_type":"image/jpeg","size":167396,"comments":[]}]}" class="image-uploaded gallery old-record-id-NH5rdRulEo8mf8xzYZ8cfpgNnEh"></div><div class="ace-line ace-line old-record-id-Ta4Jdt8hHo8i7GxS5L7cCXLrn5f"><br></div><div class="ace-line ace-line old-record-id-Q2GbddSeloGDUcx5Iz0cs2Y9nXi">很多博主会担心，如果我接了广告，视频数据会不会变差呀？会不会让我的人设崩塌呀？老师确实看到过一些因为接广不当，把账号给作废了的案例，细究起来，<font color="#000000" style="background-color: rgb(255, 255, 0);">基本都是因为博主接了和自己人设不符的广告以及内容的呈现方式不对</font><span style="color:rgb(100,37,208)">。</span></div><div class="ace-line ace-line old-record-id-Qghddt8MBoJA9DxwHVEcByF6n5b"><br></div><div class="ace-line ace-line old-record-id-BzmCdnW9Wo1IxsxqDamcFm42nKd"><strong>好的广告，一定不会把营销直接甩到用户险上</strong>，而是像我们上述的案例一样，能将广告融入干货分享里。</div><div class="ace-line ace-line old-record-id-HcktdVDfSouOGhxyoz3cihoFnpb"><br></div><div class="ace-line ace-line old-record-id-U57ydUFBtoUz6txUNPKcwjD1nch"><font color="#000000" style="background-color: rgb(255, 255, 0);">产品型博主(例：@教瑜伽的柠檬)</font></div><div class="ace-line ace-line old-record-id-IRfBdlpDBoO3JIxBEODc7NWCnKe"><br></div><div class="ace-line ace-line old-record-id-N47GdrNFPo5Xk4xjJQ7cz48TnVe">这是一位专职广告带货的博主。</div><div class="ace-line ace-line old-record-id-MlDkdD35MoGhnPxOiAocacEknne"><br></div><div class="ace-line ace-line old-record-id-Q3gEdp0Tdo5TSbxWWTuchnaUnBf">她的视频内容，基本都是好物分享，给宝妈，女性群体分享瘦身好物。同样，你可以先感受下她的主页封面及内容，再接着往下看。</div><div class="ace-line ace-line old-record-id-Q3gEdp0Tdo5TSbxWWTuchnaUnBf"><br></div><div class="ace-line ace-line old-record-id-Q3gEdp0Tdo5TSbxWWTuchnaUnBf"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/7fb7b46f6abc0a4947d30a6103f1684c.png" style="width: 1064.66px;"><br></div><div class="ace-line ace-line old-record-id-Vo2xd5Ym1oJWEExrMWBcFpJAnxd"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"3da47da8-fcdf-4a0a-8381-214db0047580","height":720,"width":1280,"currHeight":720,"currWidth":1280,"natrualHeight":720,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FCwuObpC4xo9q3txr15DckJYuntd%2F%3Fpreview_type%3D16","file_token":"CwuObpC4xo9q3txr15DckJYuntd","image_type":"image/jpeg","size":138183,"comments":[]}]}" class="image-uploaded gallery old-record-id-D7RMdItUNoolj0xiJrIcELrNn3f"></div><div class="ace-line ace-line old-record-id-MjKldQeNAoRJMlxL8vFcRDnunDf"><br></div><div class="ace-line ace-line old-record-id-X6nHdhBoYonUU8x1nLLcEe8Xnic">这位博主的封面都会有相同的元素反复出现，这说明她找到了一个行之有效的爆款类型，然后反复去拍，去带同一类产品。</div><div class="ace-line ace-line old-record-id-UVXrdaCHxo58IixXGE5cx8W5n9g"><br></div><div class="ace-line ace-line old-record-id-DnhNdj4qGozNDQx2JGiccvwsnhg">视频内容看起来是对日常生活的记录，但里面的每个动作，每个面可都不是废话，而是为了产品的有效露出。<font color="#000000" style="background-color: rgb(255, 255, 0);">当具有冲击力的效果出现在粉丝面前时，就是最直接的种草，马上就能促进下单</font>。</div><div class="ace-line ace-line old-record-id-Cdlkdzxxoor9brx2NqycVdDWnUe"><br></div><div class="ace-line ace-line old-record-id-EGVgdsaWZoIEndxkSyFcE8S1nRc"><strong>如何根据账号特性设计广告内容?记得</strong><strong>加入轻创社，老师1对1</strong><strong>，教你用专业方法论匹配高单价商单!</strong></div><div class="ace-line ace-line old-record-id-FXFldQbsjo8dD9xlshccRJ7inPh"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-TRwRdh5geoqCMExd26qcdBlbnug"><b><font color="#000000" style="background-color: rgb(255, 255, 0);">-02带货变现-</font></b></div><div class="ace-line ace-line old-record-id-GdENdnWMwoFekqx86rRceBIynWe"><br></div><div class="ace-line ace-line old-record-id-UYT9dT6QKo8RYUxC8Lcczruknnl">接着我们再来看带货变现的方式，可以细分成两种。</div><div class="ace-line ace-line old-record-id-DgfydXsMVopGfnxNtyNcc3o3nlg"><br></div><div class="ace-line ace-line old-record-id-PVupdvkCho9Ll9xuhpCc5kqpnle">第一种，<font color="#000000" style="background-color: rgb(255, 255, 0);">是直接拍产品的使用方式，在视频中展示产品效果并挂上商品链接</font>。</div><div class="ace-line ace-line old-record-id-PVupdvkCho9Ll9xuhpCc5kqpnle"><strong>开通条件</strong>：</div><div class="ace-line ace-line old-record-id-Jen8dSIHnoMq10xif1vcnV6QnIc">*开通「薯店」：0粉丝即可申请，需完成实名认证+缴纳500元保证金；</div><div class="ace-line ace-line old-record-id-Wx0odwYc5onRBBxsfOhcH2N9n9e">挂车权限：粉丝1000可申请"视频/图文挂商品"功能。</div><div class="ace-line ace-line old-record-id-XR6Xd9O63oWaLQxCEnPciBNVnGg"><br></div><div class="ace-line ace-line old-record-id-R1h6dhDlIoS565x0niac5Rdbnif">带货视频如果想要出成绩，最考验博主的就是选品能力。如果是新奇特产品会更适合抖音：如果是小众，价品则更适合小红书，我们可以来看看这位博主的这条内容</div><div class="ace-line ace-line old-record-id-R1h6dhDlIoS565x0niac5Rdbnif"><br></div><div class="ace-line ace-line old-record-id-R1h6dhDlIoS565x0niac5Rdbnif"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/91a1de8745835827d87d1b07415829a9.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"812e65b7-8642-4ca0-a7c9-ed2115896530","height":1170,"width":2532,"currHeight":1170,"currWidth":2532,"natrualHeight":1170,"natrualWidth":2532,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FQVd0bMKN9o4mptxWmgGcCYBjnRh%2F%3Fpreview_type%3D16","file_token":"QVd0bMKN9o4mptxWmgGcCYBjnRh","image_type":"image/jpeg","size":142769,"comments":[]}]}" class="image-uploaded gallery old-record-id-NqRYdZuOpoRGzcxynY5cKzulnu3"></div><div class="ace-line ace-line old-record-id-EhFXdAP0jo08mIx5ZoRcYIOSnGh"><br></div><div class="ace-line ace-line old-record-id-FnGHdYJ0ooI1m2x4Vr9ctMgVn5e">这是一位专职宠物博主，视频内容基本都是在销售宠物用品，比如我们展示的这条视频截图，就是在销售宠物牙刷。</div><div class="ace-line ace-line old-record-id-LiFMdoGD6oODD2x3U09cQ9GpnPd"><br></div><div class="ace-line ace-line old-record-id-TYYfdUVw5oWbmHxBQ5IcmR0Rn5c">如果你家里有猫，那肯定知道给猫刷牙有多困难，但是博主的猫却非常配合，刷完牙也有对比的效果，所以视频数据很好，产品销量也不错。一个29.9元的牙刷，最后卖出了30多万的销售额，博主就可以从中抽取佣金了。</div><div class="ace-line ace-line old-record-id-CSw9dWDzuoJ9swxnWxbcLloSnCh"><br></div><div class="ace-line ace-line old-record-id-K8eEdykKzo60PpxCshmc82U2nVg"><font color="#000000" style="background-color: rgb(255, 255, 0);">第二种，叫做清单带货。</font></div><div class="ace-line ace-line old-record-id-FcIRdBvmNolpiGxu7NYc0Utinsb">点开某些博主的主页，你会发现有一个<font color="#000000" style="background-color: rgb(255, 255, 0);">[小清单]</font>的区域，你可以在清单里浏览商品，自助下单，每卖出一单，博主就可以从中抽取一次佣金。</div><div class="ace-line ace-line old-record-id-YOuRditOeoPGx2xVK62c7VXrnzf"><strong>开通条件</strong>：</div><div class="ace-line ace-line old-record-id-Y1Mxdmiteo9XISxRBy6cGK05n5o">绑定「选品中心」：粉丝1000可接入官方选品库，佣金比例5%-30%；清单标签功能：粉丝5000可申请"合集推荐"权限，提升内容曝光。</div><div class="ace-line ace-line old-record-id-EYOBdU5ZioTRihxWfYNccKdMn8e"><br></div><div class="ace-line ace-line old-record-id-HXB1dWI9AoBNn8xSFSccydn7nKb">拿这位博主举个例子吧，@翠翠来干饭是一位</div><div class="ace-line ace-line old-record-id-Xg0Ody6TrotIGrxCteNcqyX7nab">专职的美食博主，点开她首页的每一条视频，都能让你观看半天。</div><div class="ace-line ace-line old-record-id-Xg0Ody6TrotIGrxCteNcqyX7nab"><br></div><div class="ace-line ace-line old-record-id-Xg0Ody6TrotIGrxCteNcqyX7nab"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/b8bf28b530f6c0a717711d0c313e7f3f.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"941b8cd3-97f0-4ac1-a3ea-af941eed7b76","height":1170,"width":2532,"currHeight":1170,"currWidth":2532,"natrualHeight":1170,"natrualWidth":2532,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FF9xabiH56oqQ8BxozI7c4qU5nef%2F%3Fpreview_type%3D16","file_token":"F9xabiH56oqQ8BxozI7c4qU5nef","image_type":"image/jpeg","size":140725,"comments":[]}]}" class="image-uploaded gallery old-record-id-VatUdLbghoV2dyxbb7ec2RSCnhe"></div><div class="ace-line ace-line old-record-id-B3UPdz01aocX1mxFvX5caObznvg"><br></div><div class="ace-line ace-line old-record-id-B3UPdz01aocX1mxFvX5caObznvg">而她的小清单就挂着与美食相关的种种产品，比如面条，调料等等，你可以看下销量，卖得非常不错。再看一条美食视频请惑下正在进行身材管理的你吧。</div><div class="ace-line ace-line old-record-id-JYDtdKNGOoAL0Qx8VgCcNENfntb"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-UbMGdLXAwohpRVxFZlsctX1dnTd"><b><font color="#000000" style="background-color: rgb(255, 255, 0);">-03直播变现-</font></b></div><div class="ace-line ace-line old-record-id-EfkvdWkrmosCurxq6Fwcvcjmnx5"><br></div><div class="ace-line ace-line old-record-id-HFAcdTy5koGlnnxVFi2cTvFHnDf">接着下一种变现方式，是直播带货，也就是<font color="#000000" style="background-color: rgb(255, 255, 0);">作为主播在直播间销售产品，赚取佣金。</font></div><div class="ace-line ace-line old-record-id-YYzVdT1nNouyKAxuqSNcu30mnOc"><br></div><div class="ace-line ace-line old-record-id-NbRhdPgL0o8LmbxoHR2cRiwnnPb">相信你也听说过，直播很卷，很难赚到钱，那小跟鼠会建议什么样的博主选这种变现方式呢?</div><div class="ace-line ace-line old-record-id-RT0Fd81EPonhKvxOIYqctN4Jn0d">如果你能找到成熟的，低价供应链，或者选到存在高溢价空间低退货的品，那直播带货对你来说，还是一种可以选的变现方式。除此之外，小红书的直播买手和抖音的主播存在着很大的差异。</div><div class="ace-line ace-line old-record-id-GpNad54xzo7EM7xL87fcDWbFndf"><br></div><div class="ace-line ace-line old-record-id-WYdpdRYcvogwGUxHE80cx6Wqnog">如果你想在小红书成为能卖得出去货的买手，那你一定要做到<font color="#000000" style="background-color: rgb(255, 255, 0);">鲜明真实</font>，在有<font color="#000000" style="background-color: rgb(255, 255, 0);">专业的讲品能力</font>的同时，也要具备用户视角提供利他的内容。最后还要具备<font color="#000000" style="background-color: rgb(255, 255, 0);">极强的情信感染力</font>，能与粉丝共情并建立信任关系。</div><div class="ace-line ace-line old-record-id-C5JZdhbDKocnl9xIgOIceohTncg"><br></div><div class="ace-line ace-line old-record-id-Vwhqde5LXo1rkbxlsRYc4kmvn43">因为小红书的直播非常注重场域的力量，绝不是靠普通的吆喝，逼单就可以做好的。你需要到心地分享真实且有用的内容，为粉丝提供高度契合的审美和品位，提供购买决策。也就是说，<strong>你卖的不是产品，而是品味，审美，情绪价值和生活理念</strong>。</div><div class="ace-line ace-line old-record-id-FtMBdbvkBoIJK2xGOE4cJl2onOb"><br></div><div class="ace-line ace-line old-record-id-H46pd5Suoo7YFYxF3iIcexd6nye">直播的高峰时间段，基本都在晚上，你可以挑个时间顺着直播排行榜从第一名往下看，站在观察者去体会一下头部主播的销售技巧。</div><div class="ace-line ace-line old-record-id-W6TBdAA9ToYKOrxI1dNcpUAmneh"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-EL00dQNftoIKEsxfh4EcY9BOnaf"><b style=""><font color="#000000" style="background-color: rgb(255, 255, 0);">-04探店-</font></b></div><div class="ace-line ace-line old-record-id-C3PQdoUBxoYNcdxY6lQcNKjjnmd"><br></div><div class="ace-line ace-line old-record-id-TACwdYDlzoOpyjxMEwdcgZnZnve">接着我们来看下一个类型：探店。</div><div class="ace-line ace-line old-record-id-SWcYdFJU7oEsi9xAccbcrV0AnOd">探店其实也是广告的一种特殊形式，一些线下实体店常邀请博主来店里体验，通过<font color="#000000" style="background-color: rgb(255, 255, 0);">广告佣金或者置换的形式达</font>成合作。</div><div class="ace-line ace-line old-record-id-Jf1ddYYrFokONpxrpAncI3G2nVf"><br></div><div class="ace-line ace-line old-record-id-HRj7dVtgFovpGNx7Xcrc97u1nye">要提醒大家的是，探店的变现越来越难了，在赚钱的基本都是头部博主，腰部，尾部博主很难变现，所以屏幕前的你可要谨慎选择。</div><div class="ace-line ace-line old-record-id-LWcWdf01Qo7wVCxYkhncgoTWnVd">探店的视频你应该刷到过很多，我们在这里放个案例，可以感受下：</div><div class="ace-line ace-line old-record-id-LWcWdf01Qo7wVCxYkhncgoTWnVd"><br></div><div class="ace-line ace-line old-record-id-LWcWdf01Qo7wVCxYkhncgoTWnVd"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/ba53380e45e003f6d775569cd817d98e.png" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"6a0863d2-0999-4fee-b8a9-68f845d69ca5","height":720,"width":1280,"currHeight":720,"currWidth":1280,"natrualHeight":720,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FEFJDbbO9WoksoexctKGciXYtnQe%2F%3Fpreview_type%3D16","file_token":"EFJDbbO9WoksoexctKGciXYtnQe","image_type":"image/jpeg","size":157971,"comments":[]}]}" class="image-uploaded gallery old-record-id-HwEpdN5RRomtCWxVNvgcfS08nCh"></div><div class="ace-line ace-line old-record-id-S211dZMUtoysOMxEjHrcX1gQnNd"><br></div><div class="ace-line ace-line old-record-id-Qo7SdcUJmovQxaxl3P4ciHKInbd"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-WUs4dL5vgoqLxfxRgYZcVnZYnTh"><b style=""><font color="#000000" style="background-color: rgb(255, 255, 0);">-05知识变现-</font></b></div><div class="ace-line ace-line old-record-id-N04jdeNeYo68aOxjyDFc0EB0noS"><br></div><div class="ace-line ace-line old-record-id-KPR4dNug9oip4RxraafcrsYJn9g">接着，我们再来看一种比较特殊的变现方式，知识变现。</div><div class="ace-line ace-line old-record-id-RhiVdajEkoCKHaxIXIOcvSVFnWs">也就是说，如果你在<font color="#000000" style="background-color: rgb(255, 255, 0);">某个领域有一项专业能力</font>，比如擅长画画，擅长运营等，那你就可以考虑，<strong>将自己的知识或者经验，转化成课程产品。</strong></div><div class="ace-line ace-line old-record-id-Cq4hdsKkmojhMFxnJUKcp2XOn4o"><br></div><div class="ace-line ace-line old-record-id-SW0QduXdRozf5dxHWcMcziE7nIg">除此之外，你的语言表达能力要非常过关，因为直播售卖课程，一般是最高效的售卖方式。如果你的课程产品要考虑设置社群的服务，那你还需要具备<font color="#000000" style="background-color: rgb(255, 255, 0);">后端团队交付的能力</font>。</div><div class="ace-line ace-line old-record-id-CBs2dwO8Ron21txjC7DccfGInTY"><br></div><div class="ace-line ace-line old-record-id-Ja09dIizioyHPExRtYZca8ZKn4e">这几项都满足了，那你可以大胆尝试下知识变现，这是一种变现效率很高的形式。</div><div class="ace-line ace-line old-record-id-OhYQdqBAvolOuLxgYrhcKkLxnYg"><br></div><div style="text-align:center" class="ace-line ace-line old-record-id-OMNCdC9cRoa7oDxdq2hcAHcpnih"><b style=""><font color="#000000" style="background-color: rgb(255, 255, 0);">-06私域引流-</font></b></div><div class="ace-line ace-line old-record-id-UUNhdXBS3onCORx8VR7ceeScnyg"><br></div><div class="ace-line ace-line old-record-id-WyEKdTF6moQdkIxKkVncGJvcnLe">最后还有一种你可能见过但没有意识到的玩法：<strong>私域引流。</strong></div><div class="ace-line ace-line old-record-id-X2MjdERhfoeCpExTD6ac0fIvnlh"><br></div><div class="ace-line ace-line old-record-id-TUftd0xnCodvm1xJ4qdcWCx5nid">也就是你的生意不适合在公域直接变现，比如客单价太高或者其他原因，那就可以通过引流到私城的方式去变现。当然，现在各个平台都对私域引流的管控越来越严格，留给商家的窗口期已经不多了。</div><div class="ace-line ace-line old-record-id-ClDmdSWp4onlo6x9Gu6c2s6Pn6f"><br></div><div class="ace-line ace-line old-record-id-VjgvdPMz5oMz74xHrlOczlkZnWi">比如，我们来看这组图：</div><div class="ace-line ace-line old-record-id-VjgvdPMz5oMz74xHrlOczlkZnWi"><img src="https://timefr-com.oss-cn-beijing.aliyuncs.com/uploads/20260119/175c3ae45a579247c5b6d2a3a4b571c7.png" data-filename="filename" style="width: 1064.66px;"><br></div><div style="text-align:center" data-type="image" data-ace-gallery-json="{"items":[{"uuid":"8f7e9792-6e02-4928-9ea7-d47d72738baa","height":720,"width":1280,"currHeight":720,"currWidth":1280,"natrualHeight":720,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FBfALbVFDUoM1tYxFJKEcQLppn6k%2F%3Fpreview_type%3D16","file_token":"BfALbVFDUoM1tYxFJKEcQLppn6k","image_type":"image/jpeg","size":75687,"comments":[]}]}" class="image-uploaded gallery old-record-id-MShFdNFgDonJaVxG6BpckcUdnyb"></div><div class="ace-line ace-line old-record-id-H6XhdXOcCoaStUxXrE7cxyJznvb">博主问的是，"姐妹们，背这种包会有羞耻吗"，封面是一个假包，点进来看置顶评论是：在这家买的感觉还不错，我们顺着这个账号找过去就能搜到这个卖假包的账号了。</div><div class="ace-line ace-line old-record-id-Ik23d8VqgokXSExD2OrcCbWYnif"><br></div><div class="ace-line ace-line old-record-id-T40ndcEICoE12oxCMVdcD0pBnsc">这个账号，这条评论可能都是同一个人在发，或者是一个团队发的，这就是私域引流的一种方式。所以，<strong>如果你本身就有自己的生意，成交很依赖复购和转介绍，那都是很适合私域引流的变现方式。</strong></div><div class="ace-line ace-line old-record-id-UhKSd56yYol01exzqezcjtklnag"><br></div><div class="ace-line ace-line old-record-id-L7gzdNo4Eo1alAxclzTcHFpLn6c">讲到这里，我们的几种常见变现方式就介绍完啦，除了广告变现外，你还想尝试哪种变现方式，都可以咨询您的老师哦~</div></div><span 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