Short video operation: How to create a personalized popular celebrity brand?

After becoming popular, only a small number of celebrities actually stay for a long time, which depends to a large extent on the management of the celebrities’ personal brands.

The personal brands of celebrities often become popular overnight, but after becoming popular, only a small part of them can last for a long time.

The management of influencers’ personal brands is actually neglected and lacked by many content teams or influencers themselves. In the process of brand management, it is easy to fall into many misunderstandings.

The author has sorted out the five major misunderstandings in brand management for all the influencers. Let’s see if you have successfully overcome them?

1. The influencer cannot represent the entire influencer brand

The process of building many celebrity brands comes from an "accident". Maybe it was originally for self-entertainment, or unconsciously recording some small details of life, so funny pictures of family members suddenly became popular.

For many professional PGC teams, building a celebrity’s personal brand is more like the behavior of a “talent scout”. They just intuitively think that this person will be popular. For example, if she dances well, has a sweet look, and is popular with the audience, they decide to incubate her. There is a lack of overall planning and design at the brand level.

But in fact, the so-called celebrities who can create a brand effect must have distinct personalities, skills, ways of expression, and ways of interacting with users, and other positioning and characteristics. For a team, the brand is actually the spiritual outlook and inner temperament that is gradually formed by the entire team from the inside out, and it cannot be represented by just an individual celebrity.

For example, the Douyin celebrity "Uncle Mana" who was extremely popular last year has maintained a very consistent life attitude of "pursuing a sense of ritual" from content to operations to appearances at industry summits. Always dressed in suits, the father and son work closely together, and their speeches at industry summits are eloquent, serious and detailed. Even in industry groups, the business personnel of the "Uncle Mana" team can maintain clear and meticulous format when publishing cooperation information, which has attracted thumbs up from their peers.

The personal character, personal experience, understanding of the brand, and the amount of energy invested in the brand by the founder of a content company will directly or subtly influence every section and every link of the celebrity content product, from a reply in the comment section of an operator to the company's strategic development and trend judgment. Therefore, for the celebrity content team, the celebrity’s brand positioning must be closely tied to and organically integrated with the company’s positioning.

Currently, most leading MCN companies determine their industry position and competitive advantages through their vertical fields, but still lack in-depth integration and organization at the brand level.

In the more intense market competition environment in the future, the important task of influencer brand management will be to be the first to clearly propose one's own brand positioning and strategy so that users can quickly discover and follow you among massive content.

It is recommended that every team and individual who aspires to engage in celebrity content entrepreneurship should re-recognize and pay attention to their own brand building work.

2. To create content, you need to know yourself and your opponent and find the right position

In the subtitle of the book "Positioning", there is a relatively concise but easy-to-remember description of brand positioning: Brand positioning is a war with your competitors for the minds of users.

For many influencers who only know how to work hard, they may first need to think carefully from this perspective: how to reposition your influencer brand so as to gain the upper hand in the war with competitors for user minds and attention, and even ultimately win.

For example, if you are a food celebrity, while most celebrities are still focusing on how to take better-looking photos of food, you are doing the opposite and using exaggerated and violent methods to create some “dark dishes”. Under such positioning, the influencer's style, content planning and packaging, and the tone and voice of user communication will all change accordingly. But it will likely help you gain more user attention.

Another example is the "food writer Wang Gang" who is famous for his hardcore dishes. The netizens' praise all comes from the fact that he cooks "hard dishes", which are not dishes that look beautiful but are actually difficult to make and learn. Therefore, he has gained a unique brand positioning and celebrity brand style.

3. Strengthen the management of basic brand information such as avatars and profiles

Many celebrities’ profile pictures and profiles look rather “casual”, but in fact, the management of celebrities’ personal brand information is very important. The establishment of influencers' business models and their monetization conversions actually rely on small improvements in these fragmented details, which can ultimately lead to better returns.

So how do you set the celebrity’s profile picture and profile? You can try to think deeply about a few questions:

①What needs and pain points of users are you trying to meet and solve?

②Why should users spend time and energy reading your content?

③What services can you provide to users? (Not necessarily just in terms of content)

The creative team needs to re-sort the brand information of the influencer based on these thinking points, and plan and write the brand information more meticulously, including the "personal profile" type of information such as personal experience, industry background, industry influence, etc. that can be used in external publicity.

This part mainly considers the level of To B promotion. Many institutional partners and industry summits will use these materials, especially for vertical content in niche areas, such as maternal and child care, education, finance, etc., which require professional industry endorsement to enhance users' trust and recognition of influencers.

The second is the brand identification system based on the celebrity’s visual image, including his/her headshot, one-sentence introduction, personal information that can be found on the entire Internet, and promotional photos. For example, whether the celebrity logo or one-sentence introduction on each channel of the Internet should be kept consistent or designed according to the platform, it is best to think about it carefully. Then there is the packaging of the program, the strategy for refined operations, and the tone of user communication, which should be planned and unified from the brand level.

4. Pay attention to the brand safety of influencers

Once a celebrity "debuts", whether he or she has hundreds of thousands or millions of fans, he or she has become a public figure. Therefore, issues of brand safety need to be paid attention to and handled skillfully at all times.

First of all, from the perspective of personal information security, influencers, like celebrities, face the risk of private information leakage. When shooting, pay attention to the filtering and screening of key information and personal privacy information, and at the same time make crisis prevention and handling plans for personal information leaks.

Secondly, the brand safety of influencers should also be combined with policy supervision, industry development and iteration requirements, and planning and design should be done in advance to prevent problems from happening. When accepting advertisements and engaging in cross-brand cooperation, we must also combine brand image positioning to avoid bringing negative impact on the brand image.

In addition, the social responsibility of celebrities as public figures is also very important.

Being a celebrity means that everything you do has been exposed to the eyes of all netizens. The more people pay attention to you, the more social resources you occupy, and therefore you need to shoulder more social responsibilities, set an example for young people, and contribute to the progress and healthy development of society.

This will be increasingly regulated in policies in the future. Therefore, no matter which vertical field the celebrity is in, he or she needs to take the initiative to assume the social responsibilities that come with being a public figure. Starting with oneself is also helping celebrities to improve their personal brands from voice to credibility to influence.

5. Influencers need to further their studies to resist the loss of brand value

For all successful brands, the final profit they make actually relies on the high premium and extremely low marginal cost brought by the brand itself. For example, licensing a cartoon character or celebrity endorsement will hardly incur any additional costs, and by selling the brand image, you can earn extremely high licensing fees and endorsement fees. At the same time, a good brand must also have a good long-tail effect, which can resist the loss of value caused by time. The so-called "a huge profit with little investment".

If you are a famous singer, do you have the opportunity to improve your personal level through some professional training courses, or break through the circle and get more exposure opportunities by participating in talent shows?

If you are a celebrity in a professional field, you can pursue a professional degree and share and spread the learning process again so that you can face your fans with a more professional attitude. In other words, integrate your personal growth story into your daily content product production, actively add more and richer life experiences and experiences to yourself, further deepen your personality, let your fans truly feel your positive influence, and the reputation of the celebrity brand can also be better improved.

Therefore, from the perspective of the brand long tail, cross-border expansion into different fields actually means better leveraging the brand long tail effect by continuously enriching the connotation and content of the celebrity’s personal IP and launching more content products that are more attractive to target users and meet user needs.

In the current booming KOL short video industry, viewers have a wide range of similar influencers and content to choose from. The key opportunity for a creative team to stand out is to occupy the minds of users and implant the brand's mark in the audience's consciousness. Many teams now have awareness of brand management. Only by avoiding the common misunderstandings mentioned above can they go further in future competition.

Source: caasdata (ID: caasdata6)