IP is the abbreviation of Intellectual Property. The Chinese meaning is intellectual property and intellectual property, and the near meaning is intellectual property. It refers to the patent rights, trademarks, copyrights, copyrights, etc. generated by the author's intellectual creation. It can refer to a song, an online novel, a drama, a certain character, or even just a name, a phrase, a symbol, a A kind of values, a group with the same characteristics, and some content with its own traffic.

If the IP is based on characters, celebrities and Internet celebrities are typical character IPs, as well as entrepreneurs Ren Zhengfei, Dong Mingzhu, Lei Jun, etc. In recent years, short video platforms have been in full swing. Ordinary people have attracted a large number of fans' attention by creating short videos on the platform and formed personal IPs, such as Simba, Sanda Brother, Uncle Seventh Uncle, Li Jiaqi, Wei Ya, Papi Jiang, and Sister Maomao. , Modern Brothers, Li Ziqi, Daigula K, etc.

These living individual entrepreneurs grow and shape themselves bit by bit. They are extremely focused in absolutely vertical fields and form highly recognizable IP. So, how can novices use short videos to create character IPs?

1. Do what you are good at

Before designing a short video character, you must make a full analysis and summary of the character’s strengths. What fields are you good at and what types are you suitable for? Make plans based on this, and it will be easier to achieve results.

2. In line with the platform’s tone

There is a saying when playing short videos: understand the platform and play with the traffic. The creation of short video characters needs to be based on the platform's tonality and user portraits. Take Douyin as an example. The slogan of Douyin short video is: record a beautiful life. The needs of users here are positive energy, positive and in line with public values. Then, you need to follow this basic principle when creating short video characters. Accounts that violate the platform's tone, vent negative energy, and touch the bottom line often do not develop for a long time.

3. Win more with less

The most important point in creating a short video personality is to "reduce weight". Because the short video platform has a powerful review mechanism, once content that is too similar to the content library appears, the platform will not recommend the work more. So, it’s still the same saying: “Things that are scarce are valuable.” The character must have its own uniqueness and highlights. This can be designed from the character's image and slogan. Characters are easy to design, because there are thousands of people with different faces, and we only need to enlarge one of the characteristics; as for the slogan, we can refer to the example account to design a slogan that fits the personality. When outputting the content, it can be fixed and inserted to form a Special memory point.

4. User-centered

Xiaoma Shitu Marketing Consultant analyzed that the ultimate goal of creating a personal IP or personal brand is to make users perceive it. We often say that "a thousand readers have a thousand Lin Daiyu", so the perceptual layer is more about the personal feelings of the target users and the analysis of personal brands from the perspective of the audience, so all planning should be user-oriented. center.

Nowadays, there are many courses teaching everyone how to create a personal IP, which is a personal personality. In fact, personal IP is more about the content of the user perception layer. For example, the people we often meet include: a good wife, a good husband, an athlete, a lover of charity, a lifelong learner, etc. When an individual's personality has accumulated a certain amount of potential energy, it will have some attributes that the character does not originally have, which often contain the personal emotions and emotions of the target user.

Finally, Xiaoma Shitu Marketing Consultant believes that shaping a character’s IP through short videos also requires the support and cooperation of other media platforms, such as the character’s news reports, encyclopedia entries, and the Zhihu Tieba word-of-mouth platform’s influence on the character. Discussion and evaluation can confirm the character IP and help complete the shaping of the character IP.