{"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":"analisis-de-comercio-en-vivo-el-silencio-es-un-asesino","status":"publish","type":"post","link":"https:\/\/stickler.live\/es\/2025\/05\/03\/live-commerce-analysis-silence-is-a-killer\/","title":{"rendered":"An\u00e1lisis de Live Commerce: El silencio es un asesino"},"content":{"rendered":"<p class=\"pb__7 wp-block-paragraph\"><strong>Un n\u00famero sorprendente de marcas, especialmente en el Sudeste Asi\u00e1tico, han adoptado el comercio en vivo en plataformas como TikTok y Shopee, pero no tienen control de calidad.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'Or\u00e9al anunci\u00f3 recientemente que, tras su \u00e9xito en Indonesia, hab\u00eda puesto en marcha sus propios Live Commerce Studios en Vietnam.<\/p>\n\n\n\n<p class=\"pb__11 wp-block-paragraph\">La primera vez que vimos un canal de la marca L'Oreal en Vietnam fue hace dos a\u00f1os (los estudios son nuevos, pero el canal no). El medio era joven, las marcas lo estaban descubriendo, y hay que elogiar a L'Or\u00e9al por dar un paso al frente en varios pa\u00edses de Asia Sudoriental y ser uno de los primeros grandes grupos de marcas en hacerlo. Han recibido atenci\u00f3n por construir estudios en&nbsp;<strong>Indonesia&nbsp;<\/strong>y cuando&nbsp;<strong>Vismay Sharma&nbsp;<\/strong>anunciaron recientemente que hab\u00edan hecho lo mismo en&nbsp;<strong>Vietnam&nbsp;<\/strong>- Me entusiasm\u00f3 ver c\u00f3mo hab\u00edan progresado. Volvimos a seguir algunas de sus cuentas y echamos un vistazo a lo que est\u00e1n haciendo ahora. Los resultados son bastante sorprendentes en el nivel m\u00e1s b\u00e1sico.<br><br>Sinceramente, muchas marcas del sudeste asi\u00e1tico tienen un \"problema de silencio\", as\u00ed que no es que nos estemos \"metiendo con ellas\", pero despu\u00e9s de m\u00e1s de dos a\u00f1os, y cuando te comprometes con el canal con un gasto de capital, no entiendo c\u00f3mo los responsables de las marcas no est\u00e1n vigilando el rendimiento y exigiendo mejores resultados.<\/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=\"VideoPress Reproductor de v\u00eddeo\" aria-label='VideoPress Reproductor de v\u00eddeo' 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 incluye cuestiones similares sobre flujos en los \u00faltimos meses de Unilever, Kimberly-Clark, Wardah Beauty y SC Johnson.<\/p>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">En Douyin, 70% de todas las retransmisiones en directo son de comerciantes\/marcas, por lo que comprender y ampliar este medio es una de las principales competencias del futuro del comercio minorista.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por qu\u00e9 es importante:<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hemos analizado los arroyos y sus niveles de silencio que rastreamos en Indonesia para comprender el impacto del silencio y los resultados son 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=\"Una serie de gr\u00e1ficos que ilustran el impacto del silencio en las m\u00e9tricas clave en directo, incluidos los espectadores \u00fanicos, los &quot;me gusta&quot; y los nuevos seguidores por hora, con puntos de datos trazados en funci\u00f3n de los porcentajes de duraci\u00f3n del silencio.\" 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=\"Un gr\u00e1fico que muestra el impacto del silencio en las m\u00e9tricas clave de la retransmisi\u00f3n en directo, mostrando m\u00e9tricas de rendimiento como espectadores por hora, espectadores totales, me gusta por hora, comentarios por hora, compartidos por hora y nuevos seguidores por hora categorizados por porcentajes de grupos de silencio.\" class=\"wp-image-3258\"\/><\/figure>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">Estos gr\u00e1ficos, elaborados a partir del an\u00e1lisis de m\u00e1s de 7.000 horas de retransmisiones de Live Commerce en Indonesia, muestran claramente que en las retransmisiones con gran cantidad de silencio, el n\u00famero de espectadores, me gusta, seguidores, etc. se redujo significativamente (aproximadamente 30% en todas las m\u00e9tricas clave). Cuando se trata de vender productos en directo, es obvio que esto tiene un efecto de filtraci\u00f3n: menos espectadores y menos interacciones significan menos gente mirando y, en \u00faltima instancia, comprando tus productos.<\/p>\n\n\n\n<p class=\"pb__8 wp-block-paragraph\">Stickler se cre\u00f3 para gestionar este proceso, facilitar la puesta en marcha a gran escala y garantizar que tus anfitriones hacen lo que tienen que hacer. Tenemos herramientas de autoinforme, seguridad de marca, herramientas de host y moderaci\u00f3n y asistencia de IA para ayudarte a supervisar y gestionar todo.<br> <br>No basta con estar en directo. Tiktok Shop, Shopee y otros canales en directo tienen que ver con el descubrimiento, la atenci\u00f3n y el compromiso, que en \u00faltima instancia conducen a las ventas. Si los anfitriones est\u00e1n sentados, jugando con su tel\u00e9fono, enviando correos electr\u00f3nicos o haciendo lo que sea, no est\u00e1n atrayendo a la audiencia. Si no atraen a la audiencia, no entiendo para qu\u00e9 lo hacen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ponte en contacto con Stickler si te han encargado establecer (o arreglar) Live Commerce para tu empresa o cliente. Nuestra tecnolog\u00eda y herramientas de generaci\u00f3n de informes est\u00e1n dise\u00f1adas para ayudarte a ampliar Live Commerce y, si no sabes por d\u00f3nde empezar, tambi\u00e9n podemos ayudarte. 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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