User packaging skills: How to become popular on Douyin?

Today, I will take Douyin as an example to talk about some techniques involved in user packaging:

1. Set a clear positioning and personality label for yourself, and stick to it.

Tik Tok is essentially a community, and each short video is actually a post, but it is just displayed in a more intuitive and effective way. I have seen many people who post all kinds of content and participate in all kinds of topics, very casually, but they never consider whether it is really suitable for them. Another platform that has been hit the hardest by TikTok is Weibo. I remember that many people used Weibo as a diary back then, but none of those who did so became popular.

The so-called positioning refers to the image you want to establish in everyone's mind. This image must be differentiated and occupy a special position among your fans. Then you need to think about what your characteristics are, what your personality tags are, who your audience is, and what kind of content you will rely on to attract them.

Here are some examples:

1. Brother Zhong: Afraid of his wife. There are many men who are afraid of their wives, but Zhong Ge’s fear of his wife is very cute. In fact, he loves his wife, and anyone who has watched his videos can feel it. I have to admire that Brother Zhong is definitely a great actor.

2. Shancun Xiaojie and Wanneng Zimo: showing affection. Cutting bamboos over a disagreement and showing affection through talent, this is simply dog ​​abuse. I have always disliked people who show off their affection, but the way they show it makes me pay attention.

3. Liziqi: A breath of fresh air in the food industry. Watching her videos, you feel like you are talking to a beautiful woman from paradise. I have watched many of her videos. Regardless of whether the food is delicious or not, I will definitely eat it in the environment created by the videos. In comparison, the photos taken by the Wild Food Guy are obviously not as artistic as those taken by Li Ziqi.

How to find your own position? There are several basic principles:

First, look at your own image. If you have a distinctive image, such as a celebrity face or a good figure, you can make good use of it. However, the people born in the 1990s and 2000s today have eaten well and developed well since childhood. It is not enough to rely solely on looks and figure. China is really not short of beautiful women and handsome men. The era when one can become famous just by relying on face is long gone. I have really seen beautiful and flawless beauties and handsome men, but they just can’t become popular.

Second, explore your own personality. It must be the most obvious and strongest trait in you that no one else possesses, a trait that you tailor for yourself, unique and exclusive. Because I'm not afraid of showing off, but I'm afraid of fighting hard. It doesn't matter if you don't fight hard, but once you fight hard, you will become someone else's background, and that's what's scary.

For example, you can rely on your talent. I believe that these days, everyone has a skill.

Third, be positive. The person with the most positive energy on Douyin is Wang Ziqing. I admire this man very much. To be honest, there are still too many people in our country living below the poverty line. People nowadays have become accustomed to the hustle and bustle of the world. It is necessary for us to pay attention to this group of people. Wang Ziqing recorded all of this in the form of a video, and this was definitely not a show. If anyone could do so much, I would admire him.

Having said that, being positive is a basic principle. Negative and pessimistic things must not last in the current Internet environment. It is even more impossible to form brand value. Without brand value, all your efforts will be in vain.

2. Strive to create at least one work of your own

This is even more obvious in many people who become famous through singing and dancing:

1. Li Ge: The song "Let Me Be Your Eyes" was liked more than 16 million times, and it has been unstoppable since then. Now, the number of fans has exceeded 40 million. Li Ge’s image is the type that is very attractive to boys.

2. Brother M: His song “My General” has been liked nearly 19 million times, and his song “98k” has been liked more than 9 million times. He now has more than 27 million fans.

3. Hu Er: The song "More Than Just Like" has been liked more than 7 million times. He definitely sang out his own unique flavor and expressed the vicissitudes of an old man, making many people forget the original singer. Hu Er now has more than 13 million fans.

4. Brother Ning (Modern Brothers): The song "Zou Ma" was liked more than 3.4 million times. With his handsome appearance and 187cm height, his fan base reached 30 million.

5. Xia Xia: A song called "Little Baby" by Xia Xia, the hand drum beauty from Lijiang. For a while, Douyin was full of her videos. It’s a pity that her account is not very popular.

6. Daigula K: There are many young men and women on Douyin who are good at dancing and have good figures. One of Daigula’s videos has been liked more than 10 million times. Daigula not only has a good figure, but she is also very cute, which is a big plus. Now the number of fans has reached nearly 20 million.

Wen Wan, who became popular before, also became famous with just one video. The reason why she was banned is still worth our consideration. I will tell you later.

There are also several singers who are mainly singing and are becoming popular recently. One of them is Liangsheng Open, whose song "Love Story Part 1" I have watched countless times and his fan base has exceeded 8 million. One is kie music, "Season of Wind" is its representative work, which is sung very nicely. If the two of them were better looking, they would definitely have more fans than the current number.

It is actually very difficult to have a widely sung song on a platform. Not only do you have to defeat the original singer, but the key is to defeat all the people who have covered the song. This requires not only strength but also opportunity.

From the perspective of packaging, you must do your best to achieve the best in what you do best, which is no different from what we on the Internet call making popular products . Another point is that all your resources need to be tilted towards this point.

3. Build momentum for yourself and create a sense of national participation

There is a typical phenomenon in psychology called the bandwagon effect. Many Internet companies have made use of this phenomenon in their marketing , such as many of Xiaomi’s marketing models.

Tik Tok has had many hit songs from the beginning to now, and many people have imitated them, but it has basically not made any individual popular. The reason is actually very simple, because in this case, everyone only pays attention to the song or the dance, and doesn't pay much attention to a particular person.

Let's look at some people who have become famous and how they have used the herd effect to become famous:

1. Brother Ning (Modern Brothers): If you have watched Brother Ning’s videos, you will find that in many of his videos, there are a lot of fans, especially female fans. The reason is simple. This creates a strong atmosphere: I am very popular, my fans like me very much, especially many female fans. So what reason do you have not to follow me? You don’t have to guess the proportion of Brother Ning’s fans. The number of female fans must be terribly high. Of course, I don't deny that he is humble, polite, tall and handsome.

2. Watermelon Girl (exclusive little cutie): I have seen countless imitations of her video of "Flower Bridge and Flowing Water", and all of them were completely defeated. I have to say, her performance is just too good. The more imitations, the more fans she gets. In addition, there are so many people who take photos with her, and before she knew it, she has over 7 million fans.

There are many examples like this. I remember that there were a lot of girls who took photos with Brother Zhong for a while. I have to admire the talent of netizens.

4. Make the most of your unique personality and resonate with users

In 2005, there was a celebrity on the Internet called Tianxianmeme, and the team behind her was Brother Lang Studio. In addition to her signature Qiang costume, her pitiful appearance is also a major reason for her popularity. People or events that can cause emotional changes in the audience will undoubtedly have a greater chance of becoming popular. The music composed by Sharp Brother back then was deeply touching. Chopstick Brothers' "Old Boy" made me cry several times.

If you want to cause emotional changes in users, the prerequisite is to maximize your own characteristics. There are only three types of fire:

1. One is to make everyone laugh: There are many distinctive ones, here are a few examples:

1) A-Chun: He is the guy who can act like a man or a woman, sing and dance well. I want to laugh whenever I see him.

2) Gao Huohuo: There are actually many people who are good at singing, but Gao Huohuo has incorporated a lot of funny elements, especially his acting with Guo Congming, which makes people laugh. Today, there are more than 22 million fans. I have to say that this young man from Northeast China is indeed very talented.

3) Lu Zhengyu: An absolute acting genius, who was said to have been singled out for praise by Stephen Chow. His "Peerless Master: The Great Hero Lu Xiaoyu" is definitely worth watching. He could have lived happily together with Li Jiangang's sister, but he insisted on being a lonely hero. Many scenes such as "He's just a child" were performed very well.

2. One is to make everyone cry: I don’t seem to have found this one yet. If I have to find one, Wang Ziqing’s video would be one.

3. One type makes everyone feel weird: for example, the little brother from Xitang. For a while, TikTok was full of his videos, and his annual salary was even reported to be 1 million. There has been no activity recently.

Talk about some notes on user packaging

This issue has to be mentioned here. There are some basic principles that need to be paid attention to and must be followed:

1. You need to understand the policies to avoid falling into the abyss of vulgarity, mediocrity and kitsch.

With the development of the Internet, the early days when many people became famous by being unconventional are long gone. Whether as a platform or as an individual, you must understand policies and regulations. Every video you post represents your values. If there is a problem with your values, it will definitely lead to your own downfall.

Wenwan’s question is actually a guiding question. There is a problem with the orientation. Even if it becomes popular, it has no value and will not generate any commercial monetization.

2. Creativity is important, but don’t be obsessed with it. A three-foot-thick ice does not form overnight.

If an idea makes a person or an event famous, then the probability of the second person or the second event becoming famous will greatly increase because netizens' tastes and demands will also improve. Everyone knows that creativity is the most difficult to come up with, and it depends on each person's characteristics. We are all born different, but not everyone is unique.

Sometimes, persistence is more valuable and is an excellent quality. Many veteran actors have remained the same for decades, and they become famous not for the sake of fame, but in the end they become famous.

To put it bluntly, the original intention is the most important.

3. Fire also requires the right time, place and people, so don't force it.

The reason why Milk Tea Sister became popular in 2009 actually has a special background. The beauties who became popular that year were particularly impetuous (I won’t name them specifically). In comparison, Milk Tea Sister is simply a breath of fresh air.

There are many people who have the potential to become popular, but many of them just can't become popular. This is largely due to factors of chance and opportunity.

4. Know when to stop.

The Internet is not everything to us, and eventually we all have to return to our lives. There is a price to pay for being famous, and to be famous you have to sacrifice even more. For example, controversies, gossip, scandals, slander, etc., not everyone has enough psychological endurance to deal with these sudden things. A girl with buck teeth made Liu Zixuan's song "Balala Mouth" popular three years ago, but the girl with buck teeth ended up deregistering her TikTok account.

Some of the things we talked about today are summarized based on our previous work experience, and some are some small experiences accumulated from playing Douyin.

The Internet is actually a wonderful thing. It can make a person successful or destroy a person. We use it to study and work, and slowly it becomes a part of our lives. Which needs of users does Tik Tok meet? Actually it's just to kill time. Because of boredom and extreme emptiness in my heart.

That’s all for now. I hope what I talked about today can be helpful to you and can trigger some thinking in you! Thank you all for listening to me!