Netizen Ji Xiaobai asked: Why create a personal IP?

Answer: Creating personal IP is the general trend. This is an era of the rise of "personal IP".

?Yesterday, a fan in the community asked Mingyang about personal IP related issues.

In this issue’s article, Mingyang talks to you about how to create an influential personal IP on Douyin.

Let’s first understand what IP is.

IP is the abbreviation of Intellectual Property, which means intellectual property and intellectual property in Chinese.

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 certain character, or even a name, a symbol, a values ??and some content that brings its own traffic.

There are many types of IP, which exist in various fields. Most people are familiar with the movies: "Harry Potter" series, "Iron Man" series, "Batman" series, etc. These are all works. IP.

The so-called personal IP refers to a person who has strong influence and traffic attributes in his or her professional field. Celebrities, internet celebrities, entrepreneurs, and KOLs (key opinion leaders) in various fields all belong to individuals. IP, personal IP is based on characters.

For example: When it comes to the e-commerce industry, the first thing that comes to mind is Jack Ma. Jack Ma has won the favor of the majority of the people with his unique personality charm and eloquence. Taobao has developed rapidly under his leadership; When it comes to the air-conditioning industry, the first thing that comes to mind is Dong Mingzhu. Through her tough and hard-working character, everyone has a good impression of the Gree brand and chooses to buy Gree air conditioners.

1. Yearning for freedom

The era of Internet sharing economy is the best era for the rise of personal IP. The Internet gives everyone equal opportunities. Everyone can create their own personal IP. After the rise of grassroots Internet celebrities such as Papi Jiang and Ai Kelili, the birth of personal IP is like a surging river. When you successfully create a personal IP, you no longer need to find a job. Working late at night, you can become a "freelancer" who wears multiple hats, or you can start a business and become your "own boss."

All this is due to the rise of "identity" and people's yearning for freedom.

2. The current era is the rise of personal IP

Today, individual abilities, values ??and needs are becoming more and more important. It is an era of the rise of "personal IP". We There are too many words to describe this phenomenon: community, fan economy, alliance...

At the same time, society is developing rapidly, and the Internet has moved from rough development to refined operation, which requires more individuals. The rise of IP leads the Internet to better development.

1. The Douyin platform has a huge traffic pool and can bring low-cost traffic.

Personal IP can acquire fans through high-quality content. These fans are your private domain traffic and can be continuously converted.

2. Anyone who has ever been in sales knows that it is very difficult to get a stranger to trust you and pay for your product. However, the probability of closing a deal through an introduction from an acquaintance will be greater. The reason is the problem of trust. .

How to quickly gain trust with strangers is the core and foundation of the transaction. The Douyin platform is equivalent to an accelerator and magnifying glass. Creators can show their own advantages on the platform and quickly gain the favor and trust of fans. .

For example: Mala Dezi on the Douyin platform has gained the trust of the audience with his honest character and polite behavior, and has gained a large number of loyal fans. Fans of the products he recommends have expressed their support.

Personal IP is to create your own personality, giving fans a clear impression and label, so that fans can have deep trust in you in a certain vertical field and bring about sales.

3. Mingyang mentioned in previous articles that 2020 is the year of the rise of Douyin live broadcast, and live broadcast e-commerce is an important sector.

This is an opportunity for short video creators.

However, if there is no trust in live broadcast e-commerce, it will be very difficult to close a transaction. An influential personal IP can bring trust to live broadcast e-commerce and facilitate transactions.

1. Correct positioning

There is a story abroad: a beggar stood at the subway exit selling pencils. A businessman put a few coins into the beggar's cup, but did not take it out. The pencil left. After a while, the businessman returned and took a pencil and said to the beggar: "I'm sorry, I forgot to take the pencil, because you and I are both businessmen." A few years later, when the businessman attended a high-end cocktail party, a well-dressed man Thank him and tell the businessman that he is the beggar who sold pencils. His life changed thanks to the businessman's words: "You and I are both businessmen." Before that, he only regarded himself as a beggar. .

This story is precisely because the beggar did not position himself accurately enough and did not understand what he could do. He believed that he was a beggar who made a living by selling pencils. If the businessman had not awakened him, he might have become a beggar. Being a beggar all your life shows how important a correct positioning is.

The same goes for creating a personal IP:

First of all, you must have a correct understanding of yourself and what you can do, and then position the account based on your own characteristics and figure out this account What value can it provide to the audience, and finally continue to output high-quality content in vertical fields.

2. Distinctive character design

Character design, referred to as character design, is the audience’s first impression of you. A distinctive character design can deepen the audience’s impression.

The Internet celebrities on the Douyin platform all have a distinctive personality, such as Blackface V (faceless, technical master), Daigula K (dancing master, iconic smile), Hua One village (exaggerated comedy, sand sculpture), these are one of the reasons why they can quickly gain traffic.

How to create a distinctive personality:

It can be external hairstyle, clothing, accessories, or it can be a unique tone of voice, iconic actions and mantras. The Douyin account "Little Tietou" dances wearing the "three-level head" from the popular chicken game and gained millions of fans.

Note: When creating a character, remember not to do things that are beyond your own knowledge and abilities. Just be yourself.

3. Video content

A video with only a distinctive personality and no content will be difficult to retain viewers for a long time.

The production of video content is the most complex and energy-consuming part of the entire process. Mingyang has the following suggestions for video content:

①Don’t blindly follow hot spots

When planning a new video content, you must consider whether the content fits the account positioning. Following trends can indeed increase exposure and attract traffic, but for a vertical account, not all hot content is suitable for your account. If Blindly chasing hot topics will lead to confusing content styles and difficulty in acquiring accurate fans.

②The content cannot be separated from life

Short video creation should be higher than life, otherwise it will be too ordinary and difficult to arouse the audience's interest; but it should not be too higher than life, otherwise the audience will feel that the content It has little to do with yourself, it is just a "like-like acquaintance". Accurately grasping the pain points of the target group and making videos is the key to successfully building a personal IP.

③Innovative content

You can often encounter this type of people who have no clue about video content and copy other creators’ ideas, resulting in terrible video playback and like data.

Mingyang believes that it is not impossible to imitate other people's ideas, but it is necessary to differentiate the content, add your own creativity, and carry out secondary upgrades to achieve better results than others.

For example: Douyin has an account: "Beautiful Girl Xiaohui". This account has been imitating "Beautiful Man Gu Bei" in the early stage.

Comparing the two accounts, it can be found that she imitates whatever Gu Bei shoots, but her video data is much better than Gu Bei's because she added her own creativity to the original content, such as using Hunan-style Mandarin as dubbing, and the audience After reading it, they all said, "I really like this accent, this damn charm."

4. Optimize the operation strategy

When the account has a certain number of fans, you can use third-party operation tools to analyze the age, gender, male-to-female ratio, geographical city and other tags of the fans to find these people Based on the content you are interested in, improve the work based on your own field to increase fan stickiness.

Let’s give a simple example: As a food podcaster who teaches cooking, after you have accumulated a certain number of fans, you find that fans from Sichuan Province account for the majority through third-party operating tools. At this time, Several issues of content can be developed focusing on Sichuan cuisine that fans in Sichuan Province are interested in to improve fan stickiness.

5. Strengthen the personality

Strengthening the personality will help increase fan stickiness.

In the early days of Poverty Cuisine on the Douyin platform, his character was just an otaku who could cook. He continued to highlight his personal characteristics and strengthen his character in his works, and eventually became the person he is today with 20 million loyal fans. funny fat chef.

How to strengthen the personality:

① When planning the video content, continue to highlight personal characteristics and strengthen the personality through the development of details and storylines.

②Breakthrough in character design: Add some contrasting effects to the original character design. For example, if your character is a strong-willed female man, if you suddenly become gentle and charming, you will also gain favor from fans and increase fan stickiness.

Mingyang believes that in the self-media era, whoever knows how to manage themselves will be able to succeed more easily. Personal IP is an accelerator on the road to success. Creating personal IP is in line with the mainstream trend of the self-media era. This This is an era of the rise of "personal IP". Like-minded friends are welcome to join Mingyang's community to communicate and learn together.

Mingyang has established a platform for merchants and experts to connect, providing training, products and projects for experts who want to engage in short video entrepreneurship and short video delivery, so that experts not only have high vision (and long-term vision) Planning) and low-level skills (with practical implementation), so that you can really think about it, do it, make money, and make a lot of money; at the same time, it provides a full range of short videos for merchants who want to sell products and brand exposure in short videos. Project planning (positioning, content planning, operator training, matrix account creation) allows merchants’ products to be seen, found, sold, and sold explosively on the platform.

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My name is Li Mingyang. Regularly share short video research experiences.