A: It is the general trend to build personal IP, which is an era of the rise of "personal IP".

? Yesterday, fans in the community asked Yang Ming about personal IP.

In this issue, Yang Ming will discuss with you how to build an influential personal IP in Tik Tok.

Let's first understand what IP is.

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

It refers to patents, trademarks, copyrights, copyrights, etc. Produced by the author through intellectual creation, it can refer to a song, an online novel, a character image, even a name, a symbol, a value concept, and some content with its own traffic.

There are many types of IP, which exist in various fields. Movies that most people are familiar with: Harry Potter series, Iron Man series, Batman series, etc. These are all works of IP.

The so-called personal IP means that a person has strong influence and traffic attributes in his own professional field. Stars, network celebrities, entrepreneurs and KOL (key opinion leaders) in various fields all belong to personal IP, and personal IP is based on people.

For example, when it comes to the e-commerce industry, the first thing that comes to mind is Ma Yun. Ma Yun has won the favor of the general public with his unique personality charm and eloquence, and Taobao has also developed rapidly under his leadership. When it comes to air-conditioning industry, Dong Mingzhu comes to mind first. Through her hard-working personality, people have a good impression on Gree and choose to buy Gree air conditioners.

1. The desire for freedom

The Internet enjoys the economic era, which is the best opportunity for the rise of personal IP. The Internet gives everyone equal opportunities, and everyone can create their own personal IP. After the rise of grassroots network celebrities such as papi sauce and Li, the birth of personal IP is like a raging river. When you successfully set up a personal IP, you no longer need to find a nine-to-five job. You can also be a multi-role freelancer.

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

2. Now is the era of the rise of personal IP.

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

At the same time, with the rapid development of society, the Internet is moving from extensive development to refined operation, which requires the rise of more personal IP to lead the better development of the Internet.

1.Tik Tok platform has a huge traffic pool, which can bring low-cost traffic.

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

Anyone who has done sales knows that it is very difficult to make a strange customer trust you and pay for your product, but because of the trust problem, the probability of doing business through acquaintances will be greater.

How to gain the trust of strangers quickly is the core and foundation of the transaction. Tik Tok platform is equivalent to an accelerator and a magnifying glass. Creators can show their advantages on the platform and quickly gain the goodwill and trust of fans.

For example, Spicy Dezi of Tik Tok platform has won the trust of the audience and gained a large number of loyal fans with his simple and honest personality and polite manners. Fans of the products he recommended expressed their support.

Personal IP is to create your own personal design, give fans a clear impression and label, and let fans have deep trust in you in a vertical field, thus bringing you a deal.

3. As Yang Ming said in his previous article, 2020 will be the year of the rise of Tik Tok live broadcast, and live e-commerce is an important part of it. This is an opportunity for short video creators.

However, if there is no trust in live e-commerce, it is difficult to make a deal. An influential personal IP can bring trust to live e-commerce and facilitate transactions.

1. Correct positioning

There is a story abroad: a beggar stood at the subway exit and sold pencils. A businessman put some coins in the beggar's cup, but left without taking the pencils. After a while, the businessman came back and said to the beggar with a pencil, "I'm sorry, I forgot to take the pencil, because you and I are both businessmen." A few years later, when the businessman attended an upscale cocktail party, a well-dressed man thanked him and told the businessman that he was the beggar who sold pencils at the beginning. His life was changed by a businessman's words: "You and I are both businessmen." Before that, he only regarded himself as a beggar.

This story is precisely because beggars are not accurate enough in positioning themselves and don't understand what they can do. He thinks he is a beggar who sells pencils for a living. If the businessman hadn't woken him up, he might have been a beggar all his life, which shows how important a correct position is.

The same is true for building personal IP:

First of all, we should have a correct understanding of ourselves and know what we can do, and then locate the account according to our own characteristics to find out what value this account can provide to the audience, and finally continue to output high-quality content in the vertical field.

2. Unique talent design

Character setting, persona for short, is the audience's first impression of you, and distinctive personas can deepen the audience's impression.

Internet celebrities on Tik Tok platform have distinctive personnel designs, such as black face V (faceless, technical flow boss), Dracula K (dancer, iconic smile) and Huayi Village (exaggerated and funny, sand sculpture), which are all one of the reasons why they can get traffic quickly.

How to create a unique design;

It can be an external hairstyle, clothing, accessories, or a unique tone, iconic movements and mantra. Tik Tok's account "Little Steel Head" is a "third-level head" dancing in the popular chicken eating game, which has won millions of fans.

Note: remember that when building a person's design, don't think about doing things beyond your cognition and ability. It is enough to be yourself.

3. Video content

It is difficult to keep the audience for a long time only with distinctive personnel and videos without content.

The production of video content is the most complicated and energy-consuming link in the whole process. Yang Ming has the following suggestions for video content:

① Don't blindly chase hot spots.

When planning a new video content, we should consider whether the content conforms to the account positioning. Following the trend of hot spots can really increase exposure and attract traffic. However, for a vertical account, not all hot spots are suitable for your account. If you blindly follow hot spots, it will lead to confusion in content style and it will be difficult to get accurate fans.

② Content cannot be divorced from life.

Short video creation should be higher than life, otherwise it will be too ordinary to arouse the interest of the audience; But it can't be higher than life, otherwise the audience will feel that the content has little to do with themselves, just a "favorite friend." Accurately grasping the pain points of the target group to make videos is the key to successfully building personal IP.

③ Innovative content

You can often meet people who have no idea about video content and copy the ideas of other creators, resulting in poor video playback and love data.

Yang Ming believes that it is not impossible to imitate other people's ideas, but it is necessary to differentiate the content, add your own ideas, and carry out a second upgrade, so as to make shine on you better than Blue.

For example, Tik Tok has an account: Xiao Hui, a beautiful girl, which has been imitating Gubei, a beautiful man. Comparing the two accounts, we can find that Gubei imitates everything, but her video material is much better than Gubei's, because she added her own ideas to the original content, such as using Hunan-style Mandarin as the voice. The audience said, "I 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 operating tools to analyze the tags of fans' age, gender, gender ratio, regional cities and so on, find out what these people are interested in, and improve the works in combination with their own fields to improve the stickiness of fans.

For a simple example, as a food announcer who teaches cooking, you have accumulated a certain number of fans, and found that Sichuan fans account for the majority through third-party operating tools. At this time, several Sichuan dishes that fans are interested in can be carried out to improve the stickiness of fans.

5. Strengthen staffing

The strengthening of artificial design is beneficial to increase the stickiness of vermicelli.

In the early days, the poor food on the Tik Tok platform was only otaku who could cook. He constantly highlights his personal characteristics and strengthens his personal design in his works, and finally becomes a funny fat chef with 20 million loyal fans today.

How to strengthen personnel design;

(1) When planning video content, through the development of details and storylines, personal characteristics are constantly highlighted and personal design is strengthened.

(2) Break through the personnel design: add some contrast effects on the basis of the original personnel design. For example, if your person is a strong woman, suddenly becoming gentle and charming will also gain fans' goodwill and increase fans' stickiness.

Yang Ming believes that since the media era, whoever knows how to manage himself will be more likely to succeed. Personal IP is an accelerator on the road to success, and creating personal IP conforms to the mainstream trend of the media age. This is an era of the rise of "personal IP". Welcome like-minded friends to join Yang Ming's community exchange study.

Yang Ming built a platform to connect merchants and talents, providing training, commodities and projects for talents who want to engage in short video entrepreneurship and short-sighted goods, so that talents can have both high vision (long-term planning) and low skills (practical operation), so that you can really think, do, earn and explode; At the same time, it provides short video overall planning (positioning, content planning, operator training, matrix number building) for merchants who want to sell products and brands in short video, so that the products of merchants can be seen, found, sold and sold on the platform.

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I'm Li Mingyang. Share your short video research experience regularly.