Tik Tok influencer promotion, the formula for creating Tik Tok influencer!

Luo Zhenyu pointed out three years ago that future competition will be a battlefield of time, and the most important resource in the future will be the total national time, so what needs to be provided is a service that saves users time. However, what I provide is a service to help users kill time. My name is He Xiangjun. I am a professional internet celebrity incubator. I am from Class 1 of the first phase of Dedao University’s Beijing campus.

My daily job is to create internet celebrities. The internet celebrities that our team has incubated have a total of more than 60 million fans on Douyin. The topic I want to share with you today is how to create an internet celebrity. Please make it clear that the scope of this topic is "How to create a Douyin internet celebrity."

Many people may say that becoming an internet celebrity has nothing to do with me. Let me share three pictures with you first:

The first picture is the account with the largest number of followers on Douyin, called Yichan Little Monk, with 47 million followers. I don’t know how many of you are in the cultural field. In the past, it might take you 4-5 years to create an IP, but now, in less than 2 years, Douyin has spawned 5 IPs with a fan base of tens of millions.

If you don’t know the person in the second picture, you might have missed him. This person is called Li Jiaqi, and he is the current number one lipstick seller. Last month, his quote for a single advertisement was 1.2 million, which means that he alone can generate nearly 100 million in revenue a year. Isn’t that a scary number? He can make a beauty product popular by himself.

The third picture is a brand called "Answer Tea". This milk tea shop did not even have a storefront at the beginning, but after it became popular on Douyin through this concept, it attracted 249 franchise stores in less than two months and built its own brand from zero to one. So the world is quietly changing in places you don’t know.

In March 2019, the monthly active users of short videos reached 800 million, of which Douyin accounted for 500 million. You can think about it, nearly half of mobile phone users will use Douyin every month, and the average usage time is more than 76 minutes, so there is a saying that five minutes on Douyin is like an hour on real life.

Please pay attention to this set of data, because where there are people, there are opportunities. Don't rush to say it has nothing to do with you. I know that my classmates in college are all high-end and classy people, but your brand and your products need to be liked by more and wider users.

Do you want to establish your own powerful base in places with the most active users? Or even share your own expertise and skills with more people to get more feedback and build your own growth loop? It doesn’t matter whether you play TikTok or not, but as a learner who is curious about the world, do you need to understand TikTok? If you want, then follow me.

First of all, I want to give you a formula that I think is worth one million: Big Internet celebrity = track + personality + scene + relationship. Translated, they are four anomalies: anti-trend, anti-complexity, anti-falsehood, and anti-isolation.

Why is this formula worth millions?

Because some companies have a marketing budget of one million on Douyin, but if they don’t follow this formula, they may not achieve any marketing results. And if someone can do this to the extreme, he can make one million by relying on Douyin.

First of all, you need to choose a track. To become an internet celebrity, whether you are an individual or a brand, the most important thing is to choose a track. The key to choosing a track is "going against the trend". The so-called going against the trend means not entering a field where there are already celebrities, but looking for a blue ocean.

Our impression of people using Tik Tok is that they are all like this. They are all very good-looking boys and girls singing and dancing, or funny plots. The truth is that you can't do it, because this field has become a bloody battle, and it is difficult to become a leader. Even if you become a leader, the monetization value of your fans is not high. But I want to tell you that in vertical fields such as education, maternal and child care, and automobiles, we are still in the blue ocean stage. There are opportunities to become leaders, and the monetization value of fans is very high.

Let’s take a look at the first example. This is the famous new media brand founder Nian Gao Mama herself. At the beginning, the theme was emotional counseling, and later on it was parenting and other topics. She is very successful on Tik Tok, what does she do?

We entered the blue ocean field very early, grabbed users, and continuously output valuable information with maternal and child content. And when the founder himself appears on camera, it is easy to build trust traffic.

Let’s look at the second one. We have the impression that automotive media are all very professional. This Brother Hu is a host himself. He attracted 11 million fans on Douyin in just a few months. What did he do right?

First, choose the right track. The automotive field itself is an area with many advertisers and a huge demand for advertising. Secondly, he brought out life-like scenarios around using, buying and protecting cars, which was very down-to-earth. Thirdly, when he hit a bottleneck, he delved deeper into the automotive field, conducted secondary excavation, and created many popular contents around luxury cars, satisfying users' curiosity.

So after determining the track, we moved on to the second element of the million formula: “personality”. The personality setting of an internet celebrity is essentially a label.

As we all know, Tik Tok is an algorithm-driven platform, and the food for growing a big monster is labels. No matter how well a 3,000-word biography is written, it is useless because the person must be translated into a label. The general routine is as follows: we will select labels from four aspects: vision, hearing, skills, and expression.

The first is visual . The first impression this person gives you is whether he is extremely beautiful or extremely ugly, and whether he has any interesting behaviors. Maomao Sister is a very typical example. When he was imaged as a handsome boy, no one paid attention to him at all because there were too many accounts of the same type. So he bought an orange wig and started to cross-dress himself, playing the role of his girlfriend, third sister, and other aunts and uncles, and successfully became an Internet celebrity. Every time he changes his wig, he changes his personality label, which is very unique.

The second is hearing . Hearing is a person's language characteristics, whether this person can speak dialects, or whether he has any slogans. For example, Lu Chao, does he have any special features in appearance? He is just an ordinary middle-aged greasy uncle, but he invented a catchphrase "It's great", forming the "really good" style. Another similar case is Li Xueqin. Her "Hello Wu Yifan, my name is Li Xueqin" successfully made Wu Yifan himself respond to her publicly. Her formula refined her catchphrase into a physical label.

The third is skills , which refers to whether a person has any special profession or talent. For example, Geng Shougong is just a welder, but he has become famous abroad. He likes to make some very interesting but useless things, so his inventions have more visual appreciation value than practical value, and he is also called the mudslide in the invention world.

The fourth is the way of expression , that is, you must conform to the characteristics of the platform, be very natural and sincere in front of the camera, or be more open-minded. This Achun attracted 16 million fans by dressing up as a woman, so everyone has his or her own fixed way of expression, and by repeating it over and over again, others can remember it.

These four aspects do not require everyone to cover everything, but even if there are labeled routines, the labels must be simplified. The core of building personality is to resist complexity and must break through from a single point. There are people from so many industries here, and each industry can produce Internet celebrities. Of course, if you don’t want to be an Internet celebrity, but do Douyin for marketing purposes, then a more feasible way is to seek breakthroughs from the perspective of career settings.

As long as you dig deep into some characteristics of your profession and present these characteristics in the form of short videos, it will be easier to become popular.

The first example is a delivery guy. This video has more than 2 million likes. It tells everyone how many orders he has taken and how much money he has earned. The harder you work, the luckier you are. Many people see positive energy in him and become motivated to work.

The second is Teacher Zhang Xuefeng, a knowledge influencer who can present many serious and professional knowledge in a humorous way. He is also known as the number one in the postgraduate entrance examination world.

The third one is the famous detective Xiaoyu. Is he innovative? Yes and no. You have to know that it is actually remaking the past "Law in Progress" in a suspenseful mode on Douyin. So now some people say that Douyin still has a huge blue ocean to develop. That is, all the popular TV series, movies, and variety shows in the past 20 years are worth making on short videos again, using 1 minute to display the past 40 minutes of content in fragments.

Once the track is selected and the human resources and social security labels are attached, the basic work is completed. Next, the Million Formula will move to a new level: scenario.

It is equivalent to constructing the internet celebrity's personality into a symbol, which is actually flattening the person. What does flattening mean? Facial makeup, abstraction, then it has no charm.

So we still have to go through a process, which is to put people into a scene. If they are not flat, they are not enough to form a symbol, and if they are not three-dimensional, they are not enough to create charm.

The core of scene creation is to fight against falsehood, because people do not live in a false world. The connection between this person and the outside world must be super harmonious so that the scene can strengthen human society. It can also be a super conflict, allowing the scene to enhance the drama of the performance.

We all know that love can happen in many places, but when it happens in the city, it is not fresh enough and does not touch people's hearts enough. This young man from the mountain village made things for his wife using bamboo from the countryside. Is he innovative? Yes and no. We should know that before this, the most common TV series in China was Country Love. So this is to reproduce the traditional popular content on Douyin.

The second is the dancing artist in the hot pot restaurant . She dances very hard every time and looks very beautiful. Many netizens will take videos of her and post them online, successfully making her restaurant a popular restaurant in Chongqing. She herself has also become the number one hot pot lady in Chongqing. Now she has been upgraded to a partner of the company. Therefore, seizing every opportunity and doing everything well can turn accidental success into inevitability.

The final element of the million-dollar formula is relationship building.

Some personalities can exist in isolation. For example, a young lady who looks a lot like Lin Chiling and is very good at singing and dancing can exist independently without interacting with others. However, the life cycle of such internet celebrities is quite short, and people will leave once they become aesthetically fatigued. More importantly, it is about setting the personality in a certain relationship.

A relationship is not simply the reproduction of another person. The value of a relationship lies in awakening everyone's natural emotional connection. We need to put people into certain relationships, and the core is to fight against isolation.

People's emotional needs include family affection, love, friendship and the affection of strangers. These emotions will be more touching when put into short videos.

Let’s look at the first example, Uncle Mana. His father is already in his seventies or eighties, but he wears a suit and tie every day and lives a very refined and conscious life. Many people pay attention to him because they hope that their parents will grow old like this, and they also hope that such a parent-child relationship can awaken everyone's desire for family affection.

The second one is Aunt Luo, who claims to be the strongest emotional blogger and life mentor among those born after 1950, so she is the real Tik Tok goddess.

The third one is a couple. The boy is tall and thin, while the girl is plump, so there is a huge contrast in their appearance. At the beginning, many people paid attention to them. They couldn’t bear to see others doing well and wanted to see when they would break up. But they ended up getting married, and it became a hot topic on TikTok. Everyone said that they believed in true love again, and then continued to pay attention to them.

Having said that, I think everyone knows how we create internet celebrities.

The first thing is to choose the track . Each of us is a master in various fields and industries. We should find the competitiveness of the blue ocean instead of fighting hard in the red ocean. This will make it easier for us to stand out.

The second is personality . We always instinctively add drama to ourselves. In fact, even if you are not an internet celebrity, you can also use this method to rethink yourself. For others, they cannot remember the complex, diverse, and layered you, but can only remember your characteristics. Therefore, from the perspective of self-development, you should also extract your own key symbols and summarize them into value labels. This value can be the growth of skills at work or the accumulation of experience in life.

Finally, it is the scenes and relationships. We need to put the personality into the scenes and relationships and restore the abstract into the real. And continue to draw this symbol for a long time until it becomes a super symbol. So I may seem to be a person who kills time, but I am more of a friend of time.

I suggest that everyone can make good use of the million formulas and become their own industry communicator. Because the dividends in every industry will tilt towards those who are good at expressing themselves, even the smallest individual should have his or her own brand.

In the era of 5G and the explosion of short videos, I hope everyone can adapt to changes and embrace trends. Because the species that survive are those that respond most positively to change.

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Author: He Xiangjun

Source: He Xiangjun