How does Weibo content marketing build IP?

Whether now or in the future, the value and influence of content marketing are very powerful.

So, how can we do content marketing well?

What is the relationship between content and IP?

From brand to IP, and then to personified IP, today we will talk about how Weibo content marketing creates IP!

1

Brand and IP thinking is very different

The brand way of thinking is, product first, then content; while the IP way of thinking is, content first, then product.

There is a difference in essence. IP also has social attributes. In this information age, content without social attributes is almost impossible to be disseminated and exchanged .

2

Limitations of Brands

Why do brands want to create their own IP?

It is obvious that "brand" has limitations, and this can be illustrated by looking at the scalability of the brand.

In terms of expected sales, competitive landscape, advertising resources, product prominence and distribution channels , there are many conflict points between brands and products. So why is there no conflict point between IP?

"Content" makes the value of a product tangible. The emergence of IP is accompanied by content, and content can change with the times.

For example, the plot of One Piece’s “Luffy” has always changed with the times;

The heroes of the Marvel Universe have also changed with the changes in people's minds and are designed for the large Chinese audience;

The same is true for the small animals produced by major factories when making derivative products.

3

The corresponding points of brand and IP golden sentences are different

Golden sentences represent the height of the brand language system.

When we are giving a speech or writing a copy, we cannot say that our brand is a qualified communicator without a few representative golden sentences.

For example, "Drink Wanglaoji if you are afraid of getting a sore throat", "Gree has mastered core technologies" and "Buy together to get a cheaper price", etc. When you hear these golden sentences, do you immediately think of the related products?

IP golden sentences are more interactive in communication.

for example:

"Messi: I'm not born strong, I'm just born to be strong"

for example:

"Su Daqiang: I don't want to eat or drink, I just want money" etc.

You know, the golden sentences brought by big IP are more interactive and can create infinite possibilities with users!

4

Brand is the foundation of IP

Brand is the first step in communication, while IP is just the embellishment.

For example, what services can a commercial value-focused brand provide?

I think the social value of the product is more realized through public welfare means.

Most companies usually hire or design spokespersons who can represent the brand's personality, and then create a series of events around them that can highlight the distinctive personality proposition, thereby injecting personal charm into the brand.

IP is a product of social interaction.

In the new era, establishing social connections with consumers is the most efficient way for companies to persuade consumers to buy their products and services in the new media era.

5

How to create IP and form social marketing

It can be said that: "Entertainment is the root of Weibo, and fans are the life of Weibo"!

Data shows that more than 60% of Weibo users are fans of Wu Moufan, and almost every topic of his variety show has reached hundreds of millions of readings.

Weibo is a gathering place for celebrities and variety shows. Almost all Weibo topics are inseparable from the three elements of "celebrity", "topic" and "interaction" .

Traffic accompanies the entire process, celebrities and big Vs support, spokespersons mobilize in full force, multi-dimensional exposure is upgraded, and interesting interactions are detonated.

From before the program recording to the final broadcast, there will be a small climax. During this period, celebrities and spokespersons have countless interactions with users, which is also the key to social marketing.

1. The first step of the activity is to let everyone participate

The two games that are popular on the Internet, "League of Legends" and "PlayerUnknown's Battlegrounds", also rely on topic marketing.

In fact, the game itself is interactive and participatory. By using the Weibo finals as a marketing point and conducting social dissemination, more people can participate in the event.

However, games are also inseparable from the three elements of "stars", "topics" and "interaction".

There are countless internet celebrities and anchors in the gaming industry.

Especially with the support of Wang Sicong and Chen He, as well as hot topics such as the finals, new product launches and version updates;

Coupled with its own interactive gameplay, it forms interaction between the product and users, as well as secondary interaction between users.

There are a lot of details, but it's worth trying.

2. The first stop for new product launch, giving you greater IP publicity

For example, brands such as Mercedes-Benz cars, Armani lipstick and KFC hamburgers all choose to launch their new products on Weibo, simply to tell everyone: new products are on the market, come and buy them!

The essence of these brands choosing to release their products first on Weibo is that users have the ability to spread the word.

3. Let users create IP and fans pay for it

For example, Junlebao, Nestlé and Xu Fuji formed a joint topic, set the summer gift package as the engine, and then used the brand all-stars to attract users to share summer tips and interact, thus triggering a small topic.

To put it simply, first use the brand to lay the groundwork for the prizes, then use internet celebrities as an engine, and finally let users participate in topic sharing, and then it will be successful.

For example, Amul’s online Weibo activities triggered offline product interactions, making the products visual and interactive.

First use Han Geng to launch the event, then use cash as a bomb, and use scanning the product code as an interaction, allowing users to enjoy the yogurt while interacting with the product again.

Moreover, these users all have the ability to spread the word, which is actually the same as the essence of adding another bottle to the bottle cap, except that the way of interaction is different.

Therefore, if you want to do a good job on a topic, you need to refine the steps of operating each topic. The specific steps can be shared later.

4. Those who sell advertisements also need to advertise, and IP also needs to advertise

For example, Baidu also needs to rely on other platforms to obtain traffic. If the platform does not organize activities, it will slowly disappear among the crowd like Jumei and 58.com, even though the products have problems in the first place.

But a company like Alibaba is a super IP in itself and does not need to generate content itself. It only needs to cooperate with content to complete IP linkage well.

6

How to use IP to create marketing hits

Let’s analyze it from the recently popular TV series “The Longest Day in Chang’an”.

I think there are six major elements:

1. Ingenuity and quality

A good blacksmith must have strong tools himself; high-quality products and services are the prerequisite for word-of-mouth marketing.

"The Longest Day in Chang'an" presents many exquisite visuals of Tang Dynasty aesthetics, makeup, costumes, scenery and music from multiple shots, making it difficult to tell whether it is a TV series or a movie. Every shot is worth collecting!

2. The audience has a lower threshold

A threshold is the lowest or highest value that an effect can produce.

When there are people with lower thresholds in the crowd, group activities are more likely; when the threshold differences among the crowd are large and more people are distributed at the ends, group activities are more likely to occur.

Popular content is more likely to spread, just like a successful horror movie.

3. The audience has a stronger desire to follow the crowd

Content that is contagious will naturally arouse certain emotions in people, and a lot of the content of the entire drama comes from the flaws of human nature.

4. Diversified audience

It’s okay if you like history, it’s okay if you like idols, it’s okay if you like watching jokes, or if you want to complain, you can complain, it’s suitable for people of all ages.

5. Celebrity Effect

It can be said that celebrities drive all marketing.

6. Domino Effect

Larger groups will create a domino effect, which will become more and more severe.

Conclusion:

The author uses multiple Weibo marketing cases to explain the differences and correlations between IP, content, and brand. As an open media platform, Weibo can spread content/products faster than public accounts.

Author: Meng Dehang

Source: Operation Gongju Xiaoleilei (iD: gongjulei)