From Li Jiaqi's IP: The "hidden rules" of cross-platform account operations

In the Internet age, information flows faster and faster. In order to reach content consumers to the greatest extent, cross-platform operations have become a "forced" choice for more and more content producers.

At present, there are two sets of operating processes for cross-platform account operations.

1. In the early stage of account establishment, based on factors such as account content attributes, operation team experience, and future business development, determine the first main platform and carry out in-depth content cultivation . Once a certain popularity and fame is accumulated on the platform, radiate to the entire network.

This involves two operational ideas: one is to distribute this account as a "satellite account" to other platforms in addition to the main platform to trigger user awareness on a larger area; the other is to tailor the content according to the content tone of different platforms, increase the thickness of the account content, and deeply tap the potential of the account content.

2. From the beginning, we chose a multi-platform strategy, with internal competition to see which platform the account is more suitable for development (based on evaluation of dimensions such as increase in fans and monetization), and multiple sniping to get rid of the traditional operating routine of deciding life and death in one game.

However, this will greatly increase the difficulty of operations, making it difficult for operators to concentrate, and may also increase the chance of account failure.

But no matter which operation strategy is used, what is revealed behind it is that under the premise of increasingly dispersed traffic, celebrity accounts are making unremitting attempts to aggregate user attention, improve account content and commercial value.

Four major platforms and four logics

Seemingly scattered, but actually focused

If I ask you who is the most successful cross-platform operating account in your mind, how would you answer?

My answer is: Li Jiaqi .

Perhaps his identity as the lipstick king and the devil of selling goods has made people overlook his success in cross-platform account operations. But in fact, his cross-platform operations on Douyin in 2019 not only made his personal IP popular, but also successfully diverted a large number of users to Taobao Live , indirectly helping Taobao Live to complete the upgrade from quantitative change to qualitative change, and pushing live streaming to the forefront.

Even when Viya mentioned the competitive relationship between the two in an interview, she admitted that "through Jiaqi's incident, he really brought in a lot of traffic."

Li Jiaqi also adopts different operating logics for different platforms. Next, we will sort out Li Jiaqi’s accounts on the four major platforms.

Taobao Live: the commercial base .

Here, Li Jiaqi completes his most basic job - selling goods through live streaming.

The influence he has absorbed on other platforms is released here, and this is the "root" of the Li Jiaqi IP. Although his live broadcast frequency has significantly decreased due to some external work, Taobao Live is his main battlefield, whether it is the ultimate manifestation of his commercial monetization ability or the necessary element for him to maintain his continued influence and popularity.

According to external data, in July, Li Jiaqi ranked second in the online live streaming sales list with a GMV of 1.403 billion; and his interactions with celebrities in the live broadcast room were listed on Weibo hot searches many times, bringing him a steady stream of topics and popularity. From fame to fortune, Taobao Live is crucial to Li Jiaqi.

The key to Li Jiaqi's live streaming operation on Taobao lies in maintaining and improving the level of professionalism in selling goods.

Li Jiaqi's IP is his facade, but what ultimately attracts users to place orders and keep them in his live broadcast room every day is his professionalism in selling goods , including product quality, price advantage, after-sales service and professional ability to sell goods (such as avoiding failures and maintaining the words and deeds of a public figure). And appropriately use collaboration with celebrities to increase topics and maintain popularity.

Tik Tok: Where traffic explodes.

Most people know Li Jiaqi for the lipstick videos he posts on Douyin, as well as his magical and professional color testing and reviews. On Douyin, he relied on his professionalism to break the prejudices of users, established his own voice in the beauty category, and truly established the IP of Li Jiaqi.

Currently, Li Jiaqi has 43.66 million fans on Douyin, has posted 434 videos, and received 290 million likes. With such brilliant achievements, we can also vaguely perceive the changes in his operations on Douyin.

First of all, compared with the initial heavy vertical content, especially lipstick color testing videos, his videos are now mainly general entertainment, including clips of participating in variety shows and offline activities; interactions with celebrities in the intervals between live broadcasts; and his own daily work. Compared with his previous emphasis on strengthening the creation of a "professional personality" through content, his videos have now transitioned to the stage of building IP influence.

Secondly, we can see that he has almost exhausted all the traffic dividends from Douyin. Unlike the popular videos in the past, the number of likes for recent videos hovers around 100,000. This is related to factors such as his inability to deeply commercialize Douyin, fan fatigue, content adjustments, and the rapid update of content by celebrities on the platform. Of course, this is also related to the "open and secret struggles" between Douyin and Taobao.

Tik Tok is his springboard from "niche" to "mainstream", a huge turning point in the development of IP, and has accumulated a large number of fans. But in general, development has reached a bottleneck at this stage, and due to limited commercialization, his video content is no longer as popular as it once was.

Weibo: Publicity Station Outpost

Looking at the content of Li Jiaqi's Weibo, the vast majority is related to the live broadcast room, mainly including live broadcast previews, the day's product list, live broadcast room traffic, lucky draws and other content. Interspersed with news and publicity about major brand events and variety shows he participated in.

Weibo mainly undertakes the function of daily publicity and promotion. It is a platform for more direct dialogue with fans. The meaning of display is clearer, and the content is weakened.

Station B: Trendy Lab

Li Jiaqi initially focused on thematic content on Bilibili. Because there was no time limit, he could create a lot of compilation content, such as what to bring when traveling, unboxing PR gift packages, etc. The atmosphere of showing and sharing life on Bilibili is richer and more intimate.

But recently, Li Jiaqi has also made many new attempts on Bilibili, such as the documentary "Naiwa Family's School Diary", which tells the story of the Never family participating in a healing dog training course. He also tried the interactive video on Bilibili, where Li Jiaqi mocked himself as "school quarrelsome" and showed his funny daily life as a student. The video also includes previews of products that will be put on the shelves during the back-to-school season live broadcast, which not only has entertainment attributes but can also promote and attract traffic to the live broadcast room to sell goods, achieving multiple goals at one stroke and also bringing different surprises to fans.

Interpretation of two major difficulties

Have you discovered the key point of Li Jiaqi’s cross-platform operation?

In fact, it is to establish different content directions and operational ideas based on the attributes of the platform, and use differentiated content to target the core user groups of the platform.

But you may say, I understand the principle, but it is difficult to put it into practice.

Therefore, Caas Data (ID: caasdata6) has sorted out the two most common problems encountered in the process of cross-platform operations and provided solutions, hoping to provide you with some ideas for solving the problems.

1. Acclimatization

The same content and the same production team will face very different situations on different platforms. Not only will it fail to achieve the goal of expanding the audience, but it may also affect the account's reputation and fall into the quagmire of marketing backlash.

This requires the operations team to have an in-depth understanding of its own content advantages and platform tone.

First of all, before entering a new platform, you must have a deep understanding of factors such as the platform's user composition, content tone, platform atmosphere, and operational logic, formulate clear account development goals and content focus, and avoid rushing around and consuming the platform's user favorability.

Secondly, for the team itself, what are the highlights of the current account's content, whether it can adapt to the tastes of users on other platforms, if it can, what kind of refinement and deepening needs to be done; if not, in which direction do they need to change and adjust? All of these require planning.

What are the current team’s technical strengths? Are they good at creating content? Or discover hot spots? Or is it user operation? Which functions and policies of the platform can be combined with it. Whether internally or externally, you must be aware of your own strengths and weaknesses, as well as any external benefits you can get.

The most taboo thing about cross-platform operations is to copy the content unchanged. For users who have different content needs and are concentrated on different platforms, it is almost impossible to determine the outcome with just one move. Only by adapting to local conditions can the adaptation period of users on different platforms to the account content be shortened to the maximum extent possible, and they can quickly become "natives".

2. Lack of energy in account operation

As mentioned above, in order to display more accurate quality content to users on different platforms, customization has become the first choice for cross-platform operations, but this comes with an increased operational burden.

As the basic demand for content increases, the workload of celebrities, content production teams, and account operation teams may increase several times. If they fail to plan properly, the platform content will likely be updated slowly, and hot spots will not be captured in a timely manner. The response speed to platform user needs will also slow down, causing the overall operation of the account to be delayed and lifeless.

So how to improve efficiency?

Existing content can be split and published according to the needs of users on different platforms for different content.

For example, Li Jiaqi focuses on Douyin to publish content related to lipstick color trials or cosmetics recommendations during live broadcasts; on Weibo, the focus is on work dynamics display content such as live broadcast previews, check-in photos of live broadcast guests, or collections of pictures of attending events; and on Bilibili, the focus is on life, live unboxing vlogs, long videos, or exclusive variety shows.

Many of his content materials come from live streaming. According to the needs of different platforms, he splits and summarizes the original live streaming content in different directions within the framework of the original live streaming content, which just happens to adapt to the content tone of each platform.

Here, Kas Data will give another recent successful case of cross-platform account operation for your reference.

Whether it is a celebrity or an internet celebrity, most of them fail when they switch from Douyin to Bilibili. Especially for drama accounts, it seems that funny and general entertainment content can be used across platforms, but in fact, it seems difficult for users of Bilibili to buy into it.

First of all, this kind of reversal and cross-dressing plot content native to short videos will give B station users a clear sense of content invasion. In the atmosphere of two-dimensional and ghost-animal content on Bilibili, neither the content form nor the rhythm and expression of jokes conform to the consumption habits of platform users for entertainment content.

Secondly, the vertical screen content does not look good. The vertical screen has changed the original content experience of Bilibili users, which will cause short-term discomfort. But it is not insurmountable. It requires extremely attractive content as a foundation.

@阿油王老六 is a recent example of a relatively successful cross-platform operation.

He officially joined Bilibili on July 13, gained 580,000 followers in half a month, and his first video had 6.6 million views. If we look closely at his content, his rap style plus the content that complains and makes fun of current hot phenomena are very much to the taste of Bilibili users. In addition, in his first submitted video, he played two roles by himself, showing the daily battle between brainless haters and brainless fans to the extreme. Every word is brilliant, making people feel both "empathy" and "satisfaction", and they even say they want to watch it again 100 million times.

Under the premise that the number of fans on Bilibili is less than one-tenth of that on Douyin, for the same video released at the same time, the number of likes on Bilibili is slightly higher than that on Douyin. Afterwards, he took the opportunity to release a series of videos "The Spirited Young Man VS the Funeral Family" and "Keyboard Warrior VS the Argumentative Man", both of which had good viewing volumes.

The differentiated output of this account between the two platforms is mainly reflected in the account operation after the content is released . In the community atmosphere of Bilibili, users have a more intense discussion atmosphere. Creators have stimulated users' enthusiasm for interaction by initiating votes. Nearly 210,000 people participated in the vote for who to support in "Spiritual Young Man VS Funeral Family" alone. In this atmosphere, the creative passion of celebrities is also greatly encouraged.

Differentiated content output must be the most critical factor in the refinement, depth and expansion of the multi-platform matrix development of accounts, and differentiated account operations can mobilize the interactive participation of platform users to a great extent and feed back into the cross-platform content operations of the accounts.

Author: Zhang Muzi

Source: Kas Data