Tik Tok’s operation routines to gain millions of fans!

With the end of Produce Camp 2021, Han Mejuan once again became known to the public for the best reaction of the entire season.

From the initial "Every cause has its effect", to "If you don't accept reality, try it", the "Family" master-disciple controversy on Kuaishou, and the recent "Salty Candy" on the show, Han Mejuan has always been active in everyone's sight with her network-wide reach in recent years.

But when we really think about why Han Mejuan became so popular, we may not be able to figure out his methodology. Therefore, this article will provide a detailed analysis of its character building, role transformation, content selection and commercial realization , and I believe it will be helpful to you.

01 Character building: a masterpiece of aesthetics with a story

On August 30, 2019, Han Mejuan uploaded a video on Douyin titled "Every action has its consequences, and I am your retribution." She instantly became an internet celebrity with her extremely ugly image.

But this kind of fire obviously posed a great risk at the time.

On the one hand, this kind of makeup is the first to challenge the bottom line of public aesthetics since the popularity of short videos.

On the other hand, if the video is boycotted by the entire network due to image issues, it will completely lose the chance to become a hit.

So, about a week later, Han Mejuan released another video on September 7, 2019 about his congenital cleft lip and palate, and said that his exaggerated makeup was not to cover up his appearance, but to make everyone happy.

At the same time, taking this video as an opportunity, the public once again learned about Han Mejuan's background story: he grew up without the company of his parents, but was accompanied entirely by his grandmother.

Although this series of video releases seem to have no continuity and the tone of the videos is quite "heartfelt", all of the above actually come from Han Mejuan's character building method.

Here, we summarize it into three steps to build a character with a real background story:

The first step is to refresh perceptions and challenge the bottom line of public cognition.

Regarding this point, how to challenge the bottom line of public cognition is actually broad, and it does not necessarily have to be "ugly".

Although in the general environment that tends towards aesthetics, taking the path of aesthetics of ugliness can avoid homogenization, there are really only a handful of people who have become famous for being "ugly".

Instead of wasting time and energy on interpreting a clumsy "ugly" character, it is better to make some innovations and breakthroughs in other aspects.

For example, the protagonist of the science account we shared before, Akimi Wu, is a good example of breaking the stereotype associated with "science popularization" and "rigidity".

This account is also a classic example that refreshed people's inherent perception of scientific accounts.

So, to sum up, "refresh" is a good strategy when giving the audience the first impression or when creating videos that aim to go viral and attract fans. If it can challenge the public's perception of current short video content, it will have a greater chance of becoming a hit.

The second step is to tell stories and make supplementary comments.

This is a very important step.

Because if you continue to operate an account solely based on an image that challenges the public's bottom line or cognition, it will be difficult for the audience to generate motivation to continue paying attention, and an incomplete personality will gradually reduce the ability to empathize with the audience.

So, after releasing the video "Every Cause Has Its Effect", Han Mejuan waited for a while to ferment, and then, a week later, she appropriately released a video telling about her own growth background and the fact that she suffered from congenital cleft lip and palate.

We will not comment on the purpose of the video, but this video must have brought it a large number of fans who empathized with it.

Because behind this video, there are many keywords: inspirational, unfortunate, strong, optimistic, healthy...

The video style suddenly changes from being exaggerated to being serious and slightly solemn. Precisely because the starting point is contrasting enough, the audience can accept it better and more easily at this time.

The third step is to return to the original route.

From Han Mejuan’s early videos, we can see that after she released the video mentioned above, the content posted on the account returned to the daily exaggerated and funny style, and the reputation of the video gradually changed from polarized to one-sided.

The fact that netizens' comments were able to change so drastically in just over a week shows that the true story itself is an important part of it.

This is the power of empathy, and it is also the sympathy that Han Mejuan's background story has won him.

But no matter which one is more important, we have to admit that this is a good idea for building a character.

Through the above three-step analysis of Han Mejuan’s initial character building, we can find that this is not an account operated under the mode of actively establishing a character, but a model that allows everyone to imagine a character in their own minds through background stories.

Regardless of whether everyone imagines Han Mejuan as a short video blogger who is motivated to make money on her own, or a genuine performing artist who is filial to her grandmother, this will be of great help in deepening their empathy and recognition.

02 Variety of roles and content selection

Han Mejuan’s character is full and varied.

When he first started out as a boastful short video blogger, he might have focused on being funny, but also implied some struggle, so he could be considered an inspirational short video blogger.

Later, Han Mejuan added another character, transforming into "clear-headed", focusing on sending chicken soup to fans.

For example, in a video on June 12, 2020, the content mentioned, "If you encounter a lot of things that make you unhappy in your life, calm down, keep a calm mind, nothing can make you unhappy."

In addition, before and after the recording of the 2021 Chuang 2021, Han Mejuan called on fans on Weibo to just collect data for voting without having to spend money on him.

As the fan circle is gradually moving towards a distorted fundraising and voting style for talent shows, Han Mejuan's actions have undoubtedly established a positive image among her fans.

When the screenshot of this group chat was uploaded to the Internet, it attracted a lot of fans among other passers-by.

Therefore, from these various characters, we can break down the following two points:

1) Drama accounts can also make the characters more vivid

By packaging the background story or the image of the protagonist of the content and creating multiple characters, it is helpful to obtain multiple personalities, and each personality can attract fans among different audiences.

2) Build character through real stories as much as possible

In the process of building an account or IP, the background story becomes more and more convincing.

In the Dad Review article we shared before, the IP account Dad Review inadvertently emphasized that it was originally created to allow his daughter to use reliable stationery.

Han Meijuan suffered from congenital cleft lip and palate in her childhood, but she was able to face it bravely and create for everyone with all her heart.

A good, sincere background story adds a lot to the main quest.

After analyzing the character, let’s continue to analyze Han Mejuan’s content selection .

By browsing all the videos, we can conclude that Han Mejuan's videos are mainly divided into three categories, namely, exaggerated videos of women's clothing images, chicken soup videos, and daily record videos.

The first two types are mainly concentrated in the videos released when Han Mejuan’s previous development path focused more on short video bloggers, and the last type of daily record videos were mainly released during her participation in the Creation Camp this year.

As a character with strong IP attributes, Han Mejuan can ignore the content planning to a certain extent when releasing videos, but in essence she is also following the operating rules of the content IP and showing the general type of the video more clearly.

In addition, in the setting of the cover, exaggerated images were mainly exposed in the early days, which was in line with the initial main marketing method of strengthening the memory point of the character IP.

As for the copywriting, it is slightly simpler for the same reason as above.

03 Commercial Monetization

Han Meijuan’s commercial monetization is divided into three types: advertising placement, live streaming promotion, and live streaming sales.

1) Ad placement

Advertising insertion in short videos should be the most common monetization behavior for all short video bloggers.

For example, in the video released by Han Meijuan on May 5, 2021, a certain brand of facial mask products was implanted. The implantation method also adopted a relatively direct approach to directly explain the product's efficacy.

2) Live streaming

Han Meijuan has started live streaming to sell goods on both Kuaishou and Taobao Live.

In March 2020, Han Mejuan joined Taobao Live. According to a data platform, from the end of March to the beginning of April 2020, the highest sales of Han Mejuan's eight live broadcasts was only 62,000 yuan.

Han Mejuan also did live broadcasts on Kuaishou. During her time on the Kuaishou platform, she joined the Simba family. However, due to disputes or disagreements in the later period, before she could gain momentum in selling goods, she parted ways with the Simba family and the Kuaishou platform.

3) Live broadcasting

Although Han Meijuan has started live streaming to sell goods on the Douyin platform, she has also conducted short live streaming to promote products.

All products are explained in the same detail as when promoting the products, but he is not responsible for sales, only for promoting products.

Overall, Han Mejuan's commercial monetization of short videos or live broadcasts is relatively conventional. As a phenomenal internet celebrity, the fans she attracted did not quickly accept Han Mejuan's transformation from a short video blogger to a live broadcaster selling goods.

Moreover, although Han Mejuan has many fans due to her phenomenal videos, it is difficult to reach the precise group of people from a single angle, which indirectly makes it difficult to obtain the real needs of fans, thus bringing difficulties to the selection of products for live broadcasts.

Another point is that when Han Mejuan started live streaming on Taobao, she did not have an actual number of fans. One month after the start of the live streaming on Taobao, the number of fans she had was only around 20,000, which is far from the number of fans she has on Douyin and Kuaishou.

In response to Han Meijuan's pain points in commercial realization, here are three thoughts on commercial realization:

1) Try to choose ads that match your account attributes.

If it is a character account of a drama or comedy type, objectively speaking, there are fewer restrictions on embedded advertising. However, if the account has a strong bias, you need to choose a suitable one.

2) Start with a precise fan base in the early stages of live streaming

This actually also indicates that we need to intentionally or unintentionally cultivate a group of precise fans. For example, cultivating a group of fans who like beauty products will be of considerable help when live streaming to sell such products.

In the case where all fans are general fans, it is easy to have fans with weak purchasing power when doing live broadcasts of all product categories.

3) Collaborate with “families” or brands

This is actually an important means to solve the price advantage of commodities.

Whether cooperating with the "family" on the platform or working together with brands to create a brand-specific event, you can create a live broadcast at the same low price in addition to the top anchors, which can increase fans' willingness to consume.

04 Conclusion

Phenomenal videos cannot be predicted in advance and are difficult to manipulate artificially, but everything ultimately depends on how to innovate and refresh the platform audience's audio-visual experience.

Only by truly achieving differentiation and creating a classic IP of your own can you gain long-term popularity and voice in the current short video competition.

In this article, we present a relatively complete process of building character and content starting from background by analyzing Han Meijuan's character (background), content, and business. However, how to use one's own story to replicate such a building method requires careful thinking by short video operators.

Author: Internet Celebrity Headlines

Source: Internet celebrity headlines, founder: Dawei