{"id":3252,"date":"2025-05-03T09:18:14","date_gmt":"2025-05-03T08:18:14","guid":{"rendered":"https:\/\/stickler.live\/?p=3252"},"modified":"2025-05-03T09:28:08","modified_gmt":"2025-05-03T08:28:08","slug":"analise-do-comercio-ao-vivo-o-silencio-e-um-assassino","status":"publish","type":"post","link":"https:\/\/stickler.live\/br\/2025\/05\/03\/live-commerce-analysis-silence-is-a-killer\/","title":{"rendered":"An\u00e1lise do Live Commerce: O sil\u00eancio \u00e9 um assassino"},"content":{"rendered":"<p class=\"pb__7 wp-block-paragraph\"><strong>Um n\u00famero surpreendente de marcas, especialmente no Sudeste Asi\u00e1tico, adotou o Live Commerce em plataformas como TikTok e Shopee, mas elas n\u00e3o t\u00eam controle de qualidade.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A L'Oreal anunciou recentemente que, ap\u00f3s o sucesso na Indon\u00e9sia, lan\u00e7ou seu pr\u00f3prio Live Commerce Studios no Vietn\u00e3.<\/p>\n\n\n\n<p class=\"pb__11 wp-block-paragraph\">Acompanhamos pela primeira vez um streaming da marca L'Oreal no Vietn\u00e3 h\u00e1 dois anos (portanto, os est\u00fadios podem ser novos, mas o canal n\u00e3o). O meio era novo, as marcas estavam descobrindo isso, e eles devem ser elogiados por terem se apresentado em v\u00e1rios pa\u00edses da \u00c1frica Subsaariana e por terem se destacado como um dos primeiros grandes grupos de marcas a fazer isso. Eles receberam aten\u00e7\u00e3o por constru\u00edrem est\u00fadios em&nbsp;<strong>Indon\u00e9sia&nbsp;<\/strong>e quando&nbsp;<strong>Vismay Sharma&nbsp;<\/strong>anunciou recentemente que havia feito o mesmo em&nbsp;<strong>Vietn\u00e3&nbsp;<\/strong>- Fiquei empolgado ao ver como eles progrediram. Voltamos a seguir algumas de suas contas e demos uma olhada no que est\u00e3o fazendo agora. Os resultados s\u00e3o bastante chocantes no n\u00edvel mais b\u00e1sico.<br><br>Sinceramente, muitas marcas do Sudeste Asi\u00e1tico t\u00eam um \"problema de sil\u00eancio\" - portanto, n\u00e3o \u00e9 que estejamos \"implicando com elas\", mas depois de mais de dois anos, e quando voc\u00ea est\u00e1 se comprometendo com o canal com gastos de capital, n\u00e3o entendo como os gerentes de marca n\u00e3o est\u00e3o observando o resultado e exigindo um desempenho melhor.<\/p>\n\n\n\n<figure class=\"wp-block-video wp-block-embed is-type-video is-provider-videopress\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Reprodutor de v\u00eddeo VideoPress\" aria-label='Reprodutor de v\u00eddeo VideoPress' width='500' height='278' src='https:\/\/videopress.com\/embed\/GR70hXRb?cover=1&amp;preloadContent=metadata&amp;useAverageColor=1&amp;hd=0' frameborder='0' allowfullscreen data-resize-to-parent=\"true\" allow='clipboard-write'><\/iframe><script src='https:\/\/v0.wordpress.com\/js\/next\/videopress-iframe.js?m=1739540970'><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Este v\u00eddeo inclui quest\u00f5es semelhantes em transmiss\u00f5es nos \u00faltimos meses da Unilever, Kimberly-Clark, Wardah Beauty e SC Johnson.<\/p>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">Em Douyin, 70% de todas as transmiss\u00f5es ao vivo s\u00e3o de comerciantes\/marcas - compreender e dimensionar esse meio \u00e9 um conjunto de habilidades essenciais para o futuro do varejo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por que isso \u00e9 importante:<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Analisamos os fluxos e seus n\u00edveis de sil\u00eancio que monitoramos na Indon\u00e9sia para entender o impacto do sil\u00eancio e os resultados s\u00e3o bastante reveladores:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/stickler.live\/wp-content\/uploads\/2025\/05\/Impact-of-Silence-on-Live-Commerce-1024x739.png\" alt=\"Uma s\u00e9rie de gr\u00e1ficos que ilustram o impacto do sil\u00eancio nas principais m\u00e9tricas ao vivo, incluindo espectadores \u00fanicos, curtidas e novos seguidores por hora, com pontos de dados plotados em rela\u00e7\u00e3o \u00e0s porcentagens de dura\u00e7\u00e3o do sil\u00eancio.\" class=\"wp-image-3256\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large pb__8\"><img decoding=\"async\" src=\"https:\/\/stickler.live\/wp-content\/uploads\/2025\/05\/Impact-of-Silence-on-Live-Commerce-2-1024x739.png\" alt=\"Um gr\u00e1fico que descreve o impacto do sil\u00eancio nas principais m\u00e9tricas ao vivo em transmiss\u00f5es ao vivo, mostrando m\u00e9tricas de desempenho como espectadores por hora, total de espectadores, curtidas por hora, coment\u00e1rios por hora, compartilhamentos por hora e novos seguidores por hora categorizados por porcentagens de grupos de sil\u00eancio.\" class=\"wp-image-3258\"\/><\/figure>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">Esses gr\u00e1ficos, reunidos a partir da an\u00e1lise de mais de 7.000 horas de transmiss\u00f5es de com\u00e9rcio ao vivo na Indon\u00e9sia, mostram claramente que, quando as transmiss\u00f5es t\u00eam grandes quantidades de sil\u00eancio, o n\u00famero de espectadores, curtidas, seguidores etc. diminuiu significativamente (aproximadamente 30% em todas as principais m\u00e9tricas). Quando voc\u00ea est\u00e1 transmitindo ao vivo para vender produtos, isso obviamente tem um efeito de gotejamento: menos espectadores e menos intera\u00e7\u00f5es significam menos pessoas assistindo e, por fim, comprando seus produtos.<\/p>\n\n\n\n<p class=\"pb__8 wp-block-paragraph\">A Stickler foi criada para gerenciar esse processo, facilitar a entrada em opera\u00e7\u00e3o em escala e garantir que seus hosts estejam fazendo o que precisam fazer. Temos ferramentas de relat\u00f3rios autom\u00e1ticos, seguran\u00e7a de marca, ferramentas de host e modera\u00e7\u00e3o e assist\u00eancia de IA para ajud\u00e1-lo a monitorar e gerenciar tudo.<br> <br>O fato de estar ao vivo n\u00e3o \u00e9 suficiente. A Tiktok Shop, a Shopee e outros canais ao vivo t\u00eam como objetivo a descoberta, a aten\u00e7\u00e3o e o envolvimento, o que, em \u00faltima an\u00e1lise, leva \u00e0s vendas. Se os anfitri\u00f5es estiverem apenas sentados, jogando no celular, lendo e-mails ou o que quer que estejam fazendo, eles n\u00e3o est\u00e3o engajando o p\u00fablico. Se voc\u00ea n\u00e3o est\u00e1 engajando o p\u00fablico, ent\u00e3o n\u00e3o entendo por que est\u00e1 fazendo isso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entre em contato com a Stickler se tiver sido encarregado de estabelecer (ou corrigir) o Live Commerce para sua empresa ou cliente. Nossas ferramentas de tecnologia e relat\u00f3rios foram criadas para ajud\u00e1-lo a dimensionar o Live Commerce e, se voc\u00ea estiver com dificuldades para come\u00e7ar, tamb\u00e9m podemos ajud\u00e1-lo com isso. hello@Stickler.live<\/p>","protected":false},"excerpt":{"rendered":"<p>A surprising number of brands, especially in Southeast Asia, have adopted Live Commerce on platforms like TikTok and Shopee, but they have no quality control. L\u2019Oreal recently announced that, following their success in Indonesia, they had launched their own Live Commerce Studios in Vietnam. We first tracked a L\u2019Oreal brand stream in Vietnam 2 years [&hellip;]<\/p>\n","protected":false},"author":241416937,"featured_media":3262,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_wpcom_ai_launchpad_first_post":false,"footnotes":""},"categories":[1364,1392,1376,1409],"tags":[1424,1427,1404,1423,1425,1406,1426,1377,1408,1378],"class_list":["post-3252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-stickler-tools","category-tiktok","category-tiktok-live-algorithm","tag-analysis","tag-best-practice","tag-data-driven-livestreaming","tag-live-commerce","tag-may-2025","tag-sales-conversion-optimization","tag-silence","tag-tiktok","tag-tiktok-algorithm","tag-tiktok-shop"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Live Commerce Analysis: Silence is a Killer - STICKLER<\/title>\n<meta name=\"description\" content=\"Analyse live commerce stream quality and host performance issues. 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