However, in the perspective of most celebrities at present, commission is not included in the calculation method of ROI, so there may be deviations in the calculation method of ROI in different scenarios. According to the brand's imagination, we all hope that the higher the ROI, the better, that is, the higher the return, the better the investment. The reality is cruel, ROI can be as low as no lower limit, but the upper limit is much lower than imagined, and the ROI that can be achieved by different industries and the perception of ROI are also different.
According to the past experience, Yuan Ye revealed that if the experts in the beauty and food categories can achieve 1.5 or more, it is a good Fax List level and it is worth investing in. Ma Cheng, the head of a brand operation in the food and beverage industry, told Station C that if their ROI is between 1 and 2, they will be quite satisfied. When brands don’t understand the average level and best data performance of their industry—especially some new brands and brands that are new to short videos and live broadcasts, they are prone to “big mouths” and have a strong sense of short videos and live broadcasts.
Unrealistic expectations. From this point of view, the sales in the "live rollover" did not meet expectations, and part of the reason was the brand's own misjudgment. As a veteran variety show, The Voice has always been a topic of conversation. In the past few years, iQIYI has held the exclusive broadcasting rights of "The Voice of China". Joining the watermelon video this time seems to be different.