{"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":"analisi-del-commercio-dal-vivo-il-silenzio-e-un-assassino","status":"publish","type":"post","link":"https:\/\/stickler.live\/it\/2025\/05\/03\/live-commerce-analysis-silence-is-a-killer\/","title":{"rendered":"Analisi del commercio dal vivo: Il silenzio \u00e8 un assassino"},"content":{"rendered":"<p class=\"pb__7 wp-block-paragraph\"><strong>Un numero sorprendente di marchi, soprattutto nel sud-est asiatico, ha adottato il Live Commerce su piattaforme come TikTok e Shopee, ma non ha alcun controllo di qualit\u00e0.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'Oreal ha recentemente annunciato che, dopo il successo ottenuto in Indonesia, ha lanciato i propri Live Commerce Studios in Vietnam.<\/p>\n\n\n\n<p class=\"pb__11 wp-block-paragraph\">Abbiamo seguito per la prima volta uno stream del marchio L'Oreal in Vietnam 2 anni fa (quindi gli studios possono essere nuovi, ma il canale no). Il mezzo era giovane, i marchi lo stavano scoprendo, e bisogna lodarli per essersi fatti avanti in diversi Paesi del SEA e per aver messo una bandiera come uno dei primi grandi gruppi di marchi a farlo. Hanno ricevuto attenzione per aver costruito studi in&nbsp;<strong>Indonesia&nbsp;<\/strong>e quando&nbsp;<strong>Vismay Sharma&nbsp;<\/strong>ha recentemente annunciato di aver fatto lo stesso in&nbsp;<strong>Vietnam&nbsp;<\/strong>- Ero entusiasta di vedere i loro progressi. Abbiamo seguito nuovamente alcuni dei loro account e abbiamo dato un'occhiata a ci\u00f2 che stanno facendo ora. I risultati sono piuttosto sconvolgenti al livello pi\u00f9 elementare.<br><br>Onestamente, molti marchi nel Sud-Est asiatico hanno un \"problema di silenzio\", quindi non \u00e8 che ce la stiamo prendendo con loro, ma dopo oltre due anni, e quando ci si impegna sul canale con una spesa di capitale, non capisco come i brand manager non osservino la produzione e non chiedano prestazioni migliori.<\/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 Lettore video\" aria-label='VideoPress Lettore video' 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\">Questo video include problemi analoghi emessi negli ultimi mesi da Unilever, Kimberly-Clark, Wardah Beauty e SC Johnson.<\/p>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">Su Douyin il 70% di tutti i livestream sono di commercianti\/marchi: capire e scalare questo mezzo \u00e8 una competenza fondamentale per il futuro del retail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Perch\u00e9 \u00e8 importante:<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abbiamo analizzato i flussi e i loro livelli di silenzio che abbiamo monitorato in Indonesia per capire l'impatto del silenzio e i risultati sono piuttosto eloquenti:<\/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 di grafici che illustrano l&#039;impatto del silenzio sulle principali metriche delle dirette, tra cui gli spettatori unici, i like e i nuovi follower all&#039;ora, con i punti di dati tracciati rispetto alle percentuali di durata del silenzio.\" 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 grafico che illustra l&#039;impatto del silenzio sulle principali metriche delle dirette in livestreaming, mostrando metriche di performance come gli spettatori all&#039;ora, gli spettatori totali, i like all&#039;ora, i commenti all&#039;ora, le condivisioni all&#039;ora e i nuovi follower all&#039;ora classificati in base alle percentuali dei gruppi di silenzio.\" class=\"wp-image-3258\"\/><\/figure>\n\n\n\n<p class=\"pb__7 wp-block-paragraph\">Questi grafici, realizzati grazie all'analisi di oltre 7000 ore di streaming di Live Commerce in Indonesia, mostrano chiaramente che nei casi in cui i flussi sono stati caratterizzati da una grande quantit\u00e0 di silenzio, il numero di spettatori, di \"mi piace\", di \"segui\", ecc. \u00e8 diminuito in modo significativo (circa 30% su tutte le metriche chiave). Quando si va in diretta per vendere prodotti, questo ha ovviamente un effetto a cascata: meno spettatori e meno interazioni significano meno persone che guardano e, in ultima analisi, acquistano i vostri prodotti.<\/p>\n\n\n\n<p class=\"pb__8 wp-block-paragraph\">Stickler \u00e8 stato costruito per gestire questo processo, rendere pi\u00f9 facile la messa in onda su scala e garantire che i vostri host stiano facendo ci\u00f2 che devono fare. Disponiamo di strumenti come l'auto-reporting, la brand safety, gli strumenti di host e moderazione e l'assistenza AI per aiutarvi a monitorare e gestire tutto.<br> <br>Essere semplicemente Live non \u00e8 sufficiente. Tiktok Shop, Shopee e altri canali live si basano sulla scoperta, l'attenzione e il coinvolgimento, che alla fine portano alle vendite. Se i vostri ospiti se ne stanno seduti, giocano con il loro telefono, scrivono la loro e-mail o qualsiasi altra cosa stiano facendo, non stanno coinvolgendo il vostro pubblico. Se non state coinvolgendo il pubblico, non capisco perch\u00e9 lo stiate facendo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mettetevi in contatto con Stickler se siete stati incaricati di creare (o risolvere) Live Commerce per la vostra azienda o cliente. La nostra tecnologia e i nostri strumenti di reporting sono costruiti per aiutarvi a scalare Live Commerce e se non sapete da dove cominciare, possiamo aiutarvi anche in questo. 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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