Create short video IP in the first year of 5G and make your fans addicted to you

2019 is known as the first year of 5G. The arrival of 5G has accelerated the rapid development of short videos, and everyone wants to rush into the short video track to get a piece of the pie. IP is valued by more and more content creators. Successfully creating a phenomenal IP can occupy the high ground of short videos in a short period of time.

When creating a short video IP , many people will encounter these problems:

1. Not sure what IP fans will like?
2. There are already big IPs in the field you are good at, so it is difficult to break through?
3. How to achieve viral follower growth?
4. How to use short video platforms to create precise IP traffic?

Instead of crossing the river by feeling the stones, it is better to learn practical methods to systematically build IP, make fans "addicted" to you, and occupy the high ground in fans' minds. There are three steps to create a short video IP: team building, IP account character setting and strengthening, and operational assistance.

1. @Designer A Shuang, 24.74 million fans on the Internet
2. @wuli设计姐, 10.64 million fans on the Internet
3. @设计帮帮帮, 11.47 million fans on the Internet

1. Team Building

Many people who have just started making short videos don’t have a good grasp of what functional positions the team needs to set up. The first consideration is how much resources you can invest and what you expect to gain. The amount of resources invested determines the team's configuration. Generally, the initial team configuration is very rare, and 2-3 people are more common. Later on, dynamic adjustments can be made according to the different stages of account development.

Figure: Team Building Standard Edition

Note: Of course, there are currently many accounts that are operated by one person. At this time, one person must take care of all the above actions (self-writing, self-directing, self-shooting, self-editing, and self-operation) to make the account run well. If any link is missing, it will be difficult to expand the account.

2. IP account personality and enhancement

First of all, we need to clarify what IP is?

IP is a symbol. It is the first impression others have of you and the impression you want to leave on others. The differentiation of IP determines the future height of the account.

IP consists of two parts: nature + identity. For example, designer A Shuang = professional designer, Li Jiaqi = professional beauty expert, Li Ziqi = down-to-earth food expert.

Many experts have questions and don’t know what IP is suitable for them?

IP types can be roughly divided into the following four types:

Figure: IP type

【Story-type IP】: More like a theater type. "Wenjiang Production Team Film and Television" is set in a mental hospital, using the perspective of mental patients to film funny daily life. "Happy Sweet Soup Shop" uses the sweet soup shop as a fixed scene, shoots heartwarming stories and spreads positive energy.

Figure: (left) Wenjiang Production Team Film and Television and (right) Happy Sugar Shop

【Product IP】: mainly introduces product functions, recommends good things, and tends to be grass-planting type. "Serious Girl_Yan Jiu" is a beauty blogger who focuses on color testing and focuses on the beauty vertical category; "Chen Yan" mainly shares daily outfits, and the number of clicks on the comprehensive costume videos on the site is as high as 100 million+, and the comprehensive number of likes for costume videos exceeds 10 million.

Picture: (left) Serious Girl_Yan Jiu and (right) Chen Yan

【Knowledge IP】: Focuses on exporting professional knowledge. "Human Observation Institute" mainly outputs psychological knowledge, presenting issues that receive less attention in daily life to the public through questioning and answering; "Dingxiang Doctor" mainly outputs medical knowledge, popularizes medical common sense, constructs a content production logic of "scientificity + down-to-earth expression", and uses easy-to-understand jokes to spread obscure professional knowledge.

Figure: (left) Human Observation Institute and (right) Doctor Dingxiang

【Daily Comedy IP】: Mainly focuses on showing funny things in daily life. "Cousin (Qin Jinzhan)" is a hilarious story written and directed by himself with a fat girl, and "Old Ma" plays two roles, performing the daily trivialities with his mother.

Picture: (Left) Cousin (Qin Jinzhan) and (Right) Lao Ma

3. Strengthening of character

After the IP type is determined, the IP's character setting needs to be strengthened, including visual enhancement and personality enhancement. The 8-step two-dimensional character enhancement method effectively helps accounts enhance their character:

1. Visual enhancement

Figure: IP character design and visual enhancement

(1) Avatar

The avatar is the first thing fans will see. The setting of the avatar can help strengthen the IP personality and needs to be accurately set according to the field and positioning of the account.

If the IP is going for a funny route, the avatar can be humorous; for example: Dalian Laoshi Wang Bowen, Si Shi smashing the jar;

Figure: (left) Dalian master Wang Bowen, head portrait and (right) Si Shi smashing the jar, head portrait

If the IP is going for professional content, the avatar should be professional and textured; for example: designer A Shuang, A Niu butler;

Figure: (left) Designer A Shuang · avatar and (right) Aniu Butler · avatar

If the IP is about story scenes, it is best for the avatar to bring out the scene; for example: Canteen Night Talk, Fairy Yeast;

Figure: (left) Canteen Night Talk · Avatar and (right) Fairy Yeast · Avatar

Note: The best size for account image is 800×800

(2) Header image

The header image is the background image above the account homepage and is one of the few locations where information is exposed on the platform. If you use the header image correctly, it can help you quickly achieve user growth. You can start the header image design from the following three angles and choose the one that suits your account to update.

1) KOL appearances to strengthen IP image

The profile pictures of Duoyu and Maomao Sister include the portraits of all the characters played by Duoyu in the videos, strengthening the positioning of the account.

Picture: Duoyu and Maomao Sister·Head picture

2) Supplement the account profile

Wuli Designer’s header image gives users the information they care about most: live broadcast time and registration method.

Image: Wuli Design Sister Head Image

3) Directly guide attention

Taro SAMA who loves cooking, the header image directly draws attention and creates a certain psychological suggestion for users.

Picture: Taro SAMA who loves cooking. Head picture

Note: The best size for Douyin account image is 1125×633px (with the height concentrated at 400px), and the best size for Kuaishou account image is 1022×633px

(3) Modeling

Solidify the appearance of the account's characters to cultivate fans' awareness. Hairstyles and clothing can strengthen the character to a certain extent. For example, the character of Taro running fast is inspired by the image of the landlady in the movie Kung Fu; the famous detective Xiaoyu wears metal-framed glasses and a gray suit to enhance the detective's character.

Picture: (left) Taro Run·Style and (right) Detective Xiaoyu·Style

(4) Cover

Selecting a cover image based on the content, in simple terms, is about the relevance between the content and the cover image. A unified style can enhance everyone's recognition of the quality of the account. The color tone, font, and style must echo the personality style.

Home improvement buyer 007 is positioned as a professional and rigorous buyer, so the main color is dark blue, which is relatively calm and rigorous. The font is Lanting medium black, which has clear edges and corners. The title style is mainly simple and direct, without too much style design, which strengthens 007's professional and rigorous personality as a whole.

Picture: Home Improvement Buyer 007 Cover

2. Personality Strengthening

Figure: IP character setting and personality enhancement

(1) slogan

A good slogan is a super symbol of IP. It can occupy the minds of fans in a short period of time and is a business card that enhances fans' cognition during the IP establishment process.

For IP, the slogan is the establishment and dissemination of the IP's external image, which makes fans remember it imperceptibly and strengthens the IP's personality. The slogan can be refined based on the account attributes, anchor characteristics, key interest points, and highly concentrated IP attributes.

Example:

• "Designer A Shuang", the video will end with "I am A Shuang, I love design more than men"
• "Wuli Design Sister", the video will be "I am a design sister, Mandarin is fluent, the design is not ordinary"
• "Papi Jiang", the video will have "I am Papi Jiang, a woman who combines talent and beauty"

(2) Tags

Labels serve as auxiliary characterization of an account’s personality, playing a reinforcing role in making the account’s personality more complete and enhancing trust. Accurate labels can guide traffic accurately. The principle of label setting should be based on "IP functionality + account development direction".

"Xin Youzhi Simba 818" is labeled as "a farmer's son and a common people's anchor". Combining his own identity as a farmer and the characteristics of second- and third-tier users on the Kuaishou platform, he labels himself and enhances the credibility of his personality. This lays a natural foundation for e-commerce, reduces product prices from the source, and passes the benefits on to users.

Image: Xin Youzhi Simba 818 Tags

The labels of "Sanda Ge" are "Guangdong Province Charity Poverty Alleviation Ambassador", "Kuaishou Poverty Alleviation Model"... All labels clearly point to "poverty alleviation" and "public welfare". The character's characteristics are strengthened by creating a public welfare image. Only when the labels are full can the character be enriched and the IP be symbolized.

Image: Sanda Ge·Tag

The labels of "Designer A Shuang" are "Love Charity Ambassador" and "Pearl River Cup Design Gold Award". As the TOP1 designer in the short video field, A Shuang's real labels can assist in the designer's personal setting, allowing fans who come into contact with him for the first time to quickly understand and pay attention to him.

Photo: Designer A Shuang Label

(3) Props/Logo Action/Logo BGM

Designing your own super symbol, a good prop or a fixed iconic action can improve recognition, bring in more traffic, and give fans psychological hints. Create more attractive content features, expressions, actions, dialects, etc. Every time I see this symbol, I think of you first out of conditioned reflex!

The action of wiping the stove at the end of the video of "Spicy Dezi" has become an essential action in the video. I put my hands together to thank the fans for their likes and attention. Combining account setting with logo actions can help strengthen your personal image. As an account for sharing food-making, Mala Dezi uses the stove as a necessary scene. It combines the signature action with the scene and makes this action the ending pose through repeated reinforcement, thus creating a point of interaction with fans.

Image: Spicy Dezi·Signature Action

The first half of the "Detective Rong Mama" video series from the "Ghost Brother" account mostly uses the music from the movie "Mission Impossible" as a backdrop, and ends with the dubbing joke of "Han Meijuan Rong Mama is so annoying", which ignites the comment area and creates a good interactive atmosphere.

Picture: Ghost Brother·Detective Rong Mama·Signature Action

(4) Name

The name is determined by the verticality of the account, and the name should follow the "three good principles": good memory, good association, and good meaning. "Lipstick King" Li Jiaqi and "Farmer's Son" Xin Youzhi are both highly associated with the account and easy to remember.

Operational assistance

It is impossible to create all IPs in one go. Iteration and adjustment are the norm in the early stages of IP creation. Learn to look at it objectively and dialectically. The key to rapid IP incubation is to focus on content creation for a period of time and ensure the frequency and speed of online release. Dynamically adjust content output methods, planning angles, innovation forms, topic optimization and operation methods.

1. Data inference content

Content cannot be created on the spur of the moment or by assumption. One must be good at understanding and grasping the direction of the content through users and data. Monitor account data (video playback volume, likes, reposts, and comments), conduct regular reviews and adjustments, and dynamically revise the account's user profile. Classify users, classify users with high stickiness as Class A, establish WeChat group operations, accumulate user value, create a WeChat public account with the same name, and maximize IP exposure.

Figure: (Left) Age distribution (Right) Gender distribution

Figure: (left) Regional distribution (right) Content distribution

2. Pay attention to the title, the chance of it becoming a hit is high

Pay attention to the title, as the title is the refinement and sublimation of the content. Whether the title is attractive will affect the completion rate to a certain extent. Hold a title storming meeting at least once a week to analyze and study excellent video titles.

The title should be specific and clearly state the theme of the video content. It can be combined with life needs and situations, use more interrogative sentences, leave room for interaction, create conflicts, and it is best to combine it with hot topics.

[Example 1]: There is always a design that is specially designed for boys, such as this one. Girls, get out of my way!

[Analysis 1]: Introducing gender elements into the title to create opposition and conflict.

Figure: Awang who failed to escape from the design circle. Title data

[Example 2]: The dad bought an apartment specifically for his child to go to school. He decorated the 25 square meters into 2 bedrooms. It is fully equipped and super classic!

[Analysis 2]: Based on the hot spots of school district housing, the highlights of 25㎡2-bedroom apartment are extracted.

3. Activate various platforms to expand IP value

Video is the first scene for IP to communicate with fans, but in addition to video, we should also make good use of various platforms such as comment areas, WeChat groups, WeChat store products, WeChat public accounts, mini programs, etc., to activate resources and direct traffic to each other, which is the ultimate goal of IP operation.

In the early stage, you should break through on a single platform. It is recommended that small and medium-sized accounts enter MCN. MCN has advantages that single-player operations do not have, including official task packages and green channels. In the medium term, there will be an explosion on multiple platforms, showing a trend of blossoming everywhere, increasing the channels for IP exposure.

After the IP matures, it can be combined with the upstream and downstream of the vertical industry to access e-commerce, expand terminal service products, and tap into more valuable market and user needs. Account monetization should not be limited to advertising, shopping carts, and live broadcast rewards. E-commerce sales are the stable and long-term channel for account monetization.

After the IP of Designer A Shuang matured, it connected to general home furnishing products to bring fans a better life solution. The model of "see and buy" is very popular among fans.

Picture: Designer A Shuang's e-commerce promotion part

The creation of IP is never achieved overnight. Find the right track, accurately position yourself, and if the data feedback is good, then don’t change the content direction easily. In the future, strengthen the IP through powerful content output, and the TOP1 in the vertical category is not far away. The success of millions of big names can be replicated.

Author: Marketing Notes

Source: Marketing Notes