With KOLs in the spotlight, how can we efficiently shape our personal IP?

In the past two years, with the development of community economy and fan economy , especially the trend of community decentralization to multi-centralization, the creation of personal IP has become increasingly important. Personal IP, that is, personal brand , is personal influence, which is essentially traffic and connections. Connections mean wealth, and in the Internet age, traffic can be monetized.

We have witnessed many internet celebrities , bloggers and other KOLs who seem to hit the mark with every step, explode instantly, sweep the internet and gain both fame and fortune. Today, I will share with you the complete process of building a personal IP, so that you can avoid detours and find the key to your own rapid development.

IP shapes the underlying logic

First of all, what is IP? IP literally stands for Intellectual Property, which refers to an individual's right to possess a certain achievement. In the Internet era, it can refer to a symbol, a value, a group of people with common characteristics, or a piece of content that brings its own traffic. Internet celebrities and stars are typical representatives of this, and they all have some commonalities:

Benchmark: Possessing absolute authority in the professional field.

Cult: Having personal advocates within a professional field.

Independence: both individually and on behalf of the entire business and brand.

Five essential attributes of IP

So, what are the requirements to become an IP? Pay attention, first of all, you must have a complete knowledge system , that is, value output content. Second: high-exposure communication channels, output your own content to fan users through various channels ; third: systematic operation and maintenance thinking, for example, you can operate activities in stages and nodes. Fourth: Seed users , seed users are very important core points. The more seed users there are, the better the fission effect will be. Finally: good-looking image and interesting soul! Image is the first impression people have of you. The better your image is packaged, the greater the probability of gaining a fan base. After all, this is still a world where appearance matters. In addition to the appearance, interesting content is also needed. The reason why Douyin is so popular has a lot to do with the interesting content on the platform.

Execution logic of IP shaping

(IP shaping flow chart)

1. Take care of yourself

Dress: Women - decent and modest; Men - clean and tidy

Treating others with courtesy and moderation

Speech and manners: behavior consistent with one's own and industry temperament

Hobbies: Interesting, not vulgar, real, not artificial

2. Enrich yourself

The best way to enrich yourself is to learn, but learning and seeing knowledge does not mean obtaining it , so you also need to learn how to express and apply it, that is, speaking ability + practical ability.

Three: Packaging yourself

Everyone has different styles, interests, and industries, but there are generally three positioning directions:

◊External type: Shaped according to the individual's external image.

◊Style type: Determine the style and tone, and amplify the content output based on the tone.

◊Authoritative type: Has a relatively rich resume and title, and is exposed and spread through new media

4. Promote Yourself

Match the platform according to the tone of personal positioning.

General public section: Select IP shaping platform according to industry attributes, such as: Tik Tok, Weibo, etc. Case : Yichan Little Monk, Papi Jiang

Niche section: with personal cases and endorsements, mainly outputting valuable commercial content . Platforms to choose from: Weibo, official accounts , social networks, etc. Case: Luoji Siwei

Value content output:

The difference between IP and "Internet celebrity": One relies on "entertainment attribute" content to attract general traffic fans and realize monetization. One is to rely on "industry vertical" content to attract precise users, shape industry authority, and thereby drive brand awareness.

Behind the existence of each I there is content value output. The content needs to be created around the core value of the IP. For example, the IP value of Operation Cat is to enhance the comprehensive capabilities of the operator.

Knowledge system optimization

To become an authoritative or dominant IP in a certain professional field, a more professional value theory system is essential. The shaping logic is as follows:

◊Construct the "theoretical label" of the content system. By sorting out your own content system, you can extract your personal "theoretical label" and continuously adjust and optimize it.

◊Standing at the height of the industry, proposing "new concepts" Based on personal "theoretical labels", on the basis of the original industry theory, propose developmental "new concepts" to establish industry height and authority.

◊ Provide content support around "new concepts" For the "new concepts" proposed by individuals, search for relevant information through online channels, provide evidence, and supplement the content of the "new concepts".

◊ Divide the content into sections and form a systematic theoretical system to integrate and sort out the collected content. It can also be divided into elementary, intermediate and advanced stages according to the depth of the content.

Valuable content output

Wemedia platform

◊Divided by IP attributes: targeting older age groups or more rigorous fields (Chinese studies, technical research sections).

◊Divided by age group: targeting older age groups (middle-aged and elderly health care, health care, etc.).

◊Divided by content subject: in-depth content on business management and industry information.

Short Video

◊Classification by product attributes: Targeting C-end users, popular products (e.g. probiotics, mobile phones, etc.).

◊Divided by industry category: industries targeting younger C-end users (dressing, photography, custom clothing, etc.).

◊Divided by content type: entertainment content, practical and technical content.

Conclusion

Only excellent content + multi-platform dissemination + appropriate network operations can make the value of personal IP go further. At present, the monetization of personal IP has evolved from simply relying on advertising revenue to diversified development channels such as self-created e-commerce . For example, MC Tianyou, who became famous through live streaming , gathered a lot of popularity and started to set up a company, release albums, act in movies , endorse online games , etc. The model of commercial transformation can be both online and offline. Communities with unified values ​​give unlimited possibilities for the commercialization of personal IP. As an ordinary person, as long as you have the ability to develop original content in a certain niche and have influence on a specific group of people, you have the potential to become a personal IP in that field.

Source: Operation Meow