Short video operation: How to cultivate an "Internet celebrity"?

No matter which era, there are always people who chase stars, so many brands have put their efforts into celebrities.

Find celebrities to endorse products, find celebrities to try out products, etc. However, as the demand increases, the fees of celebrities also skyrocket, making them out of reach for many companies.

In the past two years, as short videos have become popular, there have also been a large number of internet celebrities.

They also have a large number of fans, and their ability to sell products is even better than that of celebrities, and the price of cooperation is relatively cheap. As a result, it quickly became the darling of major companies.

But many people are wondering how internet celebrities became so popular? It seemed like it was just a period of time when it became popular for no apparent reason.

Today, I will teach you how to cultivate internet celebrities. By the way, let’s take a look at how internet celebrities became popular.

Cultivation of Internet celebrities

Before talking about training, we must first understand the operation of MCN organizations.

MCN originates from the mature internet celebrity economic operation abroad and is a multi-channel network form.

Combine MCN content and, with the support of capital and platforms, ensure the continuity and stability of content. Thereby achieving commercial benefits.

It emerged in China in 2013, and a large amount of capital began to flow in in 2016. The platform began to become diversified, and the Ziyou community and platform were built by connecting Internet celebrities, platforms, and brand merchants. Mainly produces video and other content areas.

01

The general process of MCN operation is as follows

New people move in, apply the influencer template, and start building their persona

Low cost, or influencers can mobilize their own resources to conduct feedback testing

After a stable model is established, MCN agencies invest costs, import traffic and resources to promote

Stable output of content and advertising. E-commerce commercialization makes money for MCN and shares it

02

Nowadays, the development of MCN is also becoming diversified, mainly in the following categories:

E-commerce MCN mainly focuses on e-commerce shipments. Representatives include Ruhan E-commerce and Tisu E-commerce

Marketing-oriented MCN focuses on distribution marketing. Represents a new studio

Knowledge-based MCN, mainly based on content payment. Representatives have time to know, micro-class legend, Lao Lu Shi Tang

General content MCN, mainly focusing on cultural categories. Representatives include Qingteng culture and Dayu culture

Entertainment MCN, mainly focusing on entertainment and gossip

Generally speaking, there are four advantages to choosing topics for short videos: good playback effect, good sharing effect, good likes and collection effect, and good opening effect.

03

In the entire process of Internet celebrity operation, the role of MCN agencies is also indispensable. The main points are as follows:

Assisting influencers in creation, digital copyright management, content editing, content monetization, multi-platform distribution, and IP brand marketing

Strive for more support from upstream and downstream platforms through funding, technology, services, etc.

Through signing, packaging, promotion, monetization, and unified management of content creators

Through stable and high-quality content, we have a close relationship with short video platforms and support each other

Achieve high-level partnerships with advertisers through content customization and market position

Create new internet celebrities through the introduction of newcomers by the top and middle internet celebrities

04

The general workflow of short video production by MCN companies is as follows:

Creativity

story

script

Market Positioning

Confirm project establishment

The main creator of the gray

Overall planning

Style established

Video Concept and Sound Design

Scene design and character design

Scene selection, actor selection and storyboard production

Scene construction, prop design and production, costume and makeup, determine the shooting tools and details

Acting, directing, camera, scene setting

Screen shooting, live recording

Editing, post-effects, dubbing, recording

The general team will be equipped with screenwriters, directors, cameramen, editors and operators to work together.

05

The development characteristics of MCN are as follows:

The top brands bring fans together, and MCN has outstanding ability to strengthen output and retain fans. The main reasons are teamwork, specialization, and stable output.

Targeting short video live streaming platforms, we have launched multi-party cooperation and utilized the platform’s large user base to maximize traffic diversion

Cultivate cross-platform celebrities and spread their influence across the entire network, thereby achieving full network traffic diversion

Focus on specific areas, serve sophisticated users, focus on creating distinctive influencers, and create content that is in line with the platform and product temperament

E-commerce + MCN achieve win-win, comprehensive e-commerce begins, content production, product sales, market consumption, online celebrity shopping guides, win-win symbiosis through MCN

Now that we understand how professional organizations operate, let’s formally start learning how to cultivate influencers.

First, we need to understand the industrial chain of the Internet celebrity economy

Internet celebrities spread their influence through social platforms such as comprehensive social platforms, vertical social platforms, community forums, video sites, live broadcast platforms, etc. Fans reflect the value of internet celebrities by following, forwarding and interacting.

Afterwards, internet celebrity incubation agencies and brokerage companies incubate and package internet celebrities. Provide store sales management, fan operations, and then share the profits.

E-commerce influencers connect with supply chain service providers to access supply chain management, and achieve win-win results by displaying products, publishing content, guiding shopping, maintaining fans, and other means.

Content influencers connect with knowledge payment, education, IP culture and tourism and other institutions to achieve a win-win situation.

Celebrities and internet celebrities can connect with offline commercial performances, film and television, variety shows, and the general entertainment circle. They can also connect with advertisers and sponsorships to achieve a win-win situation.

Investors or media companies can also join the Internet celebrity economy industry chain and act as an engine or catalyst.

Internet celebrity training model

The cultivation of Internet celebrities is divided into four steps:

The first step, Internet celebrity packaging

It mainly includes role positioning, daily content, and planning and production.

The data standards here mainly refer to audience, market analysis, topics, operational strategies, conversion rates, and influence assessment.

Content production must have personalized positioning, unique structure and sustainability guarantees

Step 2: Internet celebrity communication

It mainly includes topic creation, channel expansion, and all-round promotion.

In terms of brand building, we should focus on character packaging, topic creation and full-platform promotion.

Community building requires fan accumulation, brand communication, and resource connection

The third step is commercial realization

It mainly includes brand building, business model, and bedside realization.

Valuation includes brand advertising, e-commerce traffic diversion, and content consumption.

Platformization includes product development, platform expansion and the construction of a commercial closed loop.

Capitalization includes big data evaluation, all-round incubation, and industrial development

Step 4: Building a closed loop of the internet celebrity economy

Once the preliminary preparations are completed, it is time to start making profits. For example, profit models such as advertising, e-commerce, knowledge payment, brand endorsement, sharing economy, and O2O entrance. In addition, those with stable content and vertical expertise can make profits through public relations, publishing, marketing, etc.

There are six steps here.

The first step is to create an Internet celebrity. The specific method has been mentioned before.

The second step is to shoot daily life, living conditions, social promotion and other content

Step 3: Fan Maintenance

Step 4: New products in the store and product elimination mechanism

Step 5: E-commerce monetization, fans divert traffic to sell goods

Step 6: Purchase and produce popular products designed specifically for Internet celebrities

01

The spread of hot events of Internet celebrities

There are countless people who want to become internet celebrities through spontaneous live broadcasts or small companies, but only a handful of them succeed in the end.

Watching other people’s hot events continue to ferment, when an event of your own is like a fart, it quickly disappears. Why is this?

Let me explain to you the following communication rules.

First of all, when planning an event, you need to choose good content that caters to the public's aesthetic tastes and tastes.

After that, the first release channel must be selected carefully and there must be a certain fan base.

After the first release, you should start to forward it in a concentrated manner, such as on Weibo, Tik Tok, Moments, big accounts, paid promotion, etc.

Once the news spreads, multiple versions are created, describing it from multiple dimensions, such as videos, pictures, music, remixes, PS spoofs, etc.

After that comes the PR articles, for example, why is it so popular? Analytical and summary essays.

Finally, it’s follow-up. For example, Internet companies, join in the fun, become trending searches, and are discussed on radio, television, newspapers, and by the public.

With a set of models in place, hot spots are successfully shaped.

02

Finally, how to operate internet celebrity content?

First of all, we need to clarify the IP thinking: brands connect to IP, IP connects to fans, fans convert to users, and users form IP barriers. Ultimately, a closed-loop virtuous cycle is formed.

Content operations must grasp six core points

First, examine yourself. Just see what the internet celebrities can do. For example, abilities, strengths, personality, attitude, experience, world views, ambitions, etc.

Second, save people. What are your users like, what are their characteristics, preferences, context and values?

Third, design. Create a personality for yourself, including positioning, type, style, angle, tonality, etc.

Fourth, creation. After the positioning is done, the next step is communication. This can be done through stories, opinions, knowledge, expressions, and language to deepen the character setting.

Fifth, publish. When publishing, pay attention to the method, platform, frequency and template.

Sixth, interaction. Interacting with fans can effectively mobilize their enthusiasm, such as liking, replying, and finally conducting surveys.

The quality of the final content can also be evaluated from the following six dimensions.

First, heat. Topic popularity, character popularity, topic popularity.

Second, freshness. The freshness of the event and the freshness of the expression method.

The third one is the viewing experience. Color, beauty, and smoothness of the plot.

Fourth, scarcity. Content is scarce, copyright is scarce, materials are scarce, and so on.

Fifth, the excitement. Highlights, significance, wonderful distribution and so on.

Sixth, completeness. The plot is complete and the theory is complete.

The last point is to create the temperament of an internet celebrity.

The definition of internet celebrities is not just real people, some virtual characters have appeared one after another, internet celebrities have also broken away from single platforms, and operating on multiple platforms simultaneously has become the norm.

Temperament and reputation are the guarantee for creating hot spots and gathering popularity. There can be gangster-like, ruffian-like, scholarly, upright, cute, happy, silly, handsome, etc.

Create different temperaments according to different character traits to make it more recognizable.

How to make short videos for enterprises

Since short video marketing is so successful, many companies are eager to try it out. However, if you fail to produce videos that users like, it would be a waste of money.

Let’s talk today about how companies should produce short videos to truly achieve their goals.

There are two types of corporate short videos: VLOG and short videos. Let’s talk about VLOG first.

VLOG Interpretation

VLOG is a video blog, which records your daily life by shooting videos.

Currently, all major platforms have increased their support for VLOG, including Bilibili, Tencent, Douyin, Weibo, etc.

VLOG makes Tik Tok more like Kuaishou and Tik Tok more like Kuaishou. For example, celebrities such as Ouyang Nana, Wang Yuan, and Li Yifeng were among the first to enter Weibo's hot searches.

The key to VLOG's subsequent explosion lies in its single commercial monetization and content homogeneity, the participation of top users driving user enthusiasm, and platform applications lowering the user's production threshold.

With the arrival of 5G, combined with the characteristics of VLOG, I believe VLOG will be the best entry point for video social networking.

There are three essential differences between VLOG and short videos

First point

VLOG has no deliberate design or artistic processing. It tends to be a record of life with real content and a slow pace, giving full play to its visibility, multidimensionality and authenticity, and the audience feels like listening to a story. Short videos are more likely to be professionally planned and carefully packaged PGC or PUGC content, mostly of the types of curiosity, jokes, knowledge, etc.

Second point

In terms of the main dissemination subjects, VLOG mainly attracts traffic from top users such as celebrities and internet celebrities, while the main active users of short videos are grassroots users.

Third Point

VLOG is more lifelike and authentic, with distinct personal values ​​and different fan psychology. Given users' curiosity and desire to peek, the audience of short videos is largely there for entertainment and to kill time, and watching performance videos satisfies the following.

The content of VLOG is mainly based on recording life, shooting daily life, eating, drinking, defecating, urinating and sleeping, and conveying the self-concept that one wants to express, which can be a cup of coffee, a lunch and so on.

Short videos focus on the plot and content of the video. It is not difficult to shoot and edit the first release. VLOG emphasizes transitions more and has higher requirements for shooting equipment and techniques. The camera voice, timing, music, and editing rhythm are all higher than those of videos. It is often necessary to edit 5 to 10 minutes of footage from dozens of GB of footage.

There are five types of VLOG marketing

The first one is the theme story

Starting from one's own story and embodying the spirit advocated by the brand in the VLOG, this form makes it easier for fans to accept. The brand's spiritual concept can be presented in the story in a soft and clever way.

The second type is brand launch

Experience on-site, try out new products, and capture all the scenes on the spot, which is concise and direct, while presenting the information of the brand launch event in a lifelike way.

The third type: brand exhibition

The brand theme is presented in its own style, including certain product exposure and a general presentation of the exhibition process. It does not appear rigid, but is presented in a more lifelike and interesting way.

Fourth, immersive experience

Personally and deeply experience and record brand services and life status, which is more vivid, intuitive and appealing to a large audience.

Fifth, product evaluation

Product usage, showing the performance and features of the product from multiple angles, and providing fans with a practical product guide.

VLOG production includes three steps

Step 1: Preparation for shooting

The script should clearly state the shooting theme and each shot, the main plot of the script, BGM, presentation techniques, etc.

The equipment needed for shooting include mobile phones, cameras, and drones. Auxiliary tools include stabilizer, tripod, microphone and fill light.

Step 2: Shooting

The shooting methods can be fixed-camera shooting, recording tutorials, time-lapse shooting, talking to the camera, beauty demonstrations, unboxing videos, product recommendations, or you can shoot while walking.

Camera techniques, moving and shaking the camera, using moving, pushing and shaking movements to show the subject. Use one shot to the end, and use slow motion with pauses when editing to make the rhythm stronger. The camera follows the subject as it rotates, or as it moves.

Transition technique: use objects to block the transition, such as backpacks, palms, and hats. Similar scene transitions, such as sky, ground, similar movements, or spinning running transitions.

Step 3: Post-production

There are many post-production software, you can choose one that suits you. Recommended: VUE BLOG, Maobing, inshot, videoleap, vllo.

Techniques include using animated images if the video is not enough; using blank paper if you don’t want to be on camera; using multiple screens to shorten the duration, enrich the expression content, make the pictures coherent, and make transitions smooth.

Finally, let’s take a look at how corporate short videos should be produced.

Corporate short video

The short video marketing of enterprises can achieve four effects

The first one is to acquire users. Distribute each video content as an advertisement.

The second type is brand exposure. Increase brand awareness and recognition and shape brand image.

The third type is product sales. Win the trust of users and influence them to complete the final transaction.

The fourth type is social interaction. Turn the short video platform into a channel for fan interaction.

The positioning of corporate short videos is divided into five steps

The first step is account positioning. For example, account positioning, audience positioning, and content positioning.

The second step is short video content. First of all, it should be original content that reflects positive values, and then it should be the choice of high-quality native advertising creatives.

The third step is account operation. Pay attention to the number and frequency of content releases. Activity posting number and comment operation.

Step 4: User interaction. Including likes, shares, comments, and private messages.

Step five: accumulate fans. Including the number, quality and interaction of fans.

Of course, the ultimate purpose of a company making videos is to showcase the company and its brand, so it is necessary to consider how to implant the brand in short videos.

The first one is product seeding

Based on real experience, give favorable reviews of the product, highlight the product's excellent qualities, and induce purchases. For example, trial, unboxing, review, list.

The second type is variety show placement

Embed brand products in highly interactive and entertaining variety shows. For example, talk shows, street interviews, reality shows, imitations, etc.

The third type: talent implantation

Talents create original or secondary creative works based on their own talents and skills, and incorporate creative brand elements. For example, commentary, professional skills, dance, music, etc.

The fourth type: short play placement

Experts create plots and perform scenes based on style brands. For example, funny, life, inspirational, time travel and so on.

When shooting short videos, be self-expressive and talk about the features and highlights of the product yourself. The third-party interview type requires cooperation between two people to show the person's dedication to product production. Display type, to show the product production process, function explanation and so on.

Operational standards: Emotional dialogue with the platform to stimulate users' emotional resonance is the prerequisite for operation. The core of the content is to be interesting and make users feel involved, curious, happy and relaxed. Useful and valuable, rewarding and focused. Finally, quality, taste, positive energy, brand concept, value commitment, etc. are basic requirements.

The weight of team members varies for different types.

For knowledge explanation, content is more important than actors and video production.

In the entertainment theater category, content is more important than actors and video production.

In the sensory and physical category, video production is more important than actors and content operation.

The main ways to play corporate short videos include hard advertising, opening screen, challenge release, etc. Information flow advertising. Blue V enterprise account, photographed by internet celebrity.

Development goes through three stages.

The first stage: the exploration period. The duration is usually 1 to 3 months

Explore the content that Tik Tok users like, starting from the mainstream needs of mainstream users, and complete the accumulation and sedimentation of initial users.

The second stage: the growth stage. The duration is usually 3 to 6 months

Filter out valuable seed users from the accumulated users, determine the label content direction of the enterprise account operation, find growth points, and strengthen brand personality.

The third stage: stabilization period. Usually it takes 6 to 9 months

The mature user operation methodology is extended to multiple accounts and content operations on other media platforms, ultimately allowing core users within different accounts to transfer to each other, completing user expansion and addition.

Whether it is cultivating internet celebrities or operating the company brand as an internet celebrity, there are unique means.

Author: Drunk Uncle

Source: Drunk Uncle

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