How to create a personal brand IP on Douyin!

What is IP? IP is now loved by many brands because IP itself brings huge traffic. Can enhance customer stickiness. It basically covers the effective population aged 3-40, and the recognition rate of these IPs in this age group is 100%. These people are also the brands’ targeted customers. The biggest feature of IP is its high traffic value, and the large platform is the carrier of the traffic.

Once you have your own brand IP, you will discover the importance of personal IP .

Personal IP represents your credibility. With a personal IP, you will gain more trust!

Personal IP represents your influence. With personal IP, you will get more resources!

Personal IP represents your sales power. With personal IP, you will earn more income!

So how to get your own IP in short videos? As a newly emerging traffic pool, Douyin has become a new battlefield sought after by many companies, but the uncontrollability of Douyin marketing is very obvious. Many companies do Tik Tok marketing, either by following the old TVC model and shooting blockbusters, or by simply and crudely finding internet celebrities and doing something that follows the trend. These methods are expensive, not always effective, and difficult to sustain.

So if we want to incubate our own IP, then how do we create our own Douyin IP?

1. How to locate your IP

1. Positioning vertical fields

That is, an account only focuses on one vertical field. Because if you post about food today, English tomorrow, and games the day after tomorrow, this will be very detrimental to the platform recommendation of your account, and it will also be detrimental to the software algorithm's accurate positioning and judgment of our content.

In addition, positioning in vertical fields is related to content recommendations and the subsequent matching of goods. The higher the relevance, the more content traffic and the stronger the ability to bring goods.

If maintaining an account is the starting point, then positioning in a vertical field is the direction.

Clear positioning is the premise for IP to be unique. The concept of positioning is to let others know what our label is and what our impression is. If you have a clear enough vertical field positioning and handle content planning in the early stage, it will be very easy to operate the Douyin account in the later stage.

In fact, each vertical field can be further divided into more precise fields. For example, food can be divided into unboxing tasting, recipe tutorials, store tasting, weight loss meals, baking tutorials, etc.; education can be divided into children's education, foreign language teaching, workplace experience, interest classes, etc.

2. Basic properties of IP

Content that attracts attention, generates positive emotional responses, and creates beautiful sentiments

A set of examples can explain the properties of IP in a simple way:

like:

The unique image of Qijiu Naoye as a warm and sweet boy has attracted countless little girls.

Lu Chao, the big brother with positive energy, who brings us full of positive energy, etc. These are images that can be deeply imprinted in our minds.

The content is super eye-catching, generates traffic, actively ferments, and triggers positive emotional reactions and beautiful feelings. This is the most important foundation of a super IP.

3. Analyze common IP attributes

By analyzing works in various vertical fields, we can find the following four common IP categories:

The first type of IP: story IP

That is to turn novels and scripts, including performance novels and scripts, into scripts for big stars.

The second type of IP: product IP

That is, there are some products that many people love, and then a lot of emotions and corresponding consumption are extended around these products.

The third type of IP: founder IP

That is, in the era of personalized consumption, consumers hope that the products they buy are consistent with their personal values ​​and tastes.

The fourth type of IP: knowledge-based IP

This person must have the ability to continuously produce original content in a certain field and must have a certain influence.

The first step in creating an Internet celebrity IP is to find your own character setting, which refers to the image that the character presents to the outside world, including external appearance and personality traits. So what are the routines for becoming an extremely popular character?

4. Determine the custom IP label

A name with a clear positioning

A good IP usually has a simple and loud name, especially for technical accounts. There are many such accounts with names that are shocking, so that people can know what the account will spread by looking at the name.

Prominent profile picture

Compared with text, images bring more visual impact to the vision. It can even be said that a person's personality can be seen from a head image. If you are a sexy cam girl, you can attract a lot of people by taking a sexy selfie. If you walk the line of fun, it can be really fun.

Catchphrase

Feng Gong says to the audience every year at the Spring Festival Gala: I miss you, and many people are looking for this sentence to see him. A mantra is a way of reinforcing the user's impression by repeating these words so that the audience can think of you as soon as they see or hear you, and you have succeeded.

Different

Among a bunch of red apples, green apples and tomatoes are easier to see, and of course the most eye-catching one is the most special one. So how do you stand out? First of all, we should do something different from others. Just like when vibrato was the technical flow of all beautiful young men and women, Lu Chao's appearance brought us a lot of joy. This unique peculiarity also led to a huge wave of Lu Chao's imitators.

At this time, we have to start thinking about what the Douyin IP we are about to create should be like?

1. What are your strengths or what are you good at?

2. The field must be vertical, the more vertical the better.

3. To achieve differentiated positioning, simply put, you must have your own characteristics.

4. You must clearly know who your target audience is.

The end is the key!

In fact, the ultimate goal of most of the young people who are starting to use Tik Tok now is actually to make money.

The more vertical the field, the more precise the fan portrait, and the higher the value and profitability of the Douyin account. So that when we successfully build the Douyin IP in the future, we can take on advertising and bring in goods to earn higher profits.

2. Create a Douyin account

1. Get your TikTok persona right

The persona on TikTok is your personal brand.

For example, if you want to see interesting workplace food, you will think of "Office Ono"; if you want to see beauty, you will think of Pony; if you want to see funny complaints, you will think of Papi.

Personality brings its own traffic, which helps spread valuable content faster, form a cluster of recognized users, and spread in a fission manner. However, we are not celebrities, and the value of an individual is difficult for the public to see. What should we do if we don’t have a strong personal label?

2. To form a strong personal label, you must first do one thing: differentiate and create original content

Today, as more and more attention is paid to content, originality has the ability to be regenerated endlessly. You won’t get far if you rely solely on copying. In the end, traffic may be concentrated on one or two big names in the industry. Therefore, you can choose to differentiate and create original content to produce your own.

3. Three ways to create a Douyin account

1. Positioning: Excellent skills - skill output-oriented personal brand

Such as: street dance, English, cooking, bringing your hobbies to the fullest.

Specific operations:

Positioning customers (customer quality is more important than quantity)

Position yourself so that others know what you are doing.

Cultivate output methods (writing, photography, painting, PS, etc.)

Plan and polish sharing content, from "being awesome" to "helping more people be awesome", and become an opinion leader

2. Positioning: Skills and experience - sharing the growth path

For example: new mothers, makeup and dressing skills, and pictures with obvious contrasting effects.

Specific operations:

Improve your skills and become an excellent person in your chosen profession

Position yourself well and let people know what you are focusing on

Share your learning and growth process and gain like-minded fans

Cultivation output method

3. Positioning: Ordinary people - look for answers in places where you have spent time

Places where you’ve spent time, such as beautiful sights and interesting things while traveling?

For example: Floating Cloud Ranch, as the name suggests, is a ranch in the clouds.

It can be called a popular domestic niche travel destination

You can see almost all the scenery on the opposite side in the viewing room

Unobstructed view of the mountains and sea of ​​clouds!

Specific operations:

Spend more time observing yourself and understanding yourself

For a week, record what you do every waking hour

Find the things that occur frequently

Are you happy when you do this?

Use more professional passion tests to help you find your talents

Your hobbies and expertise are valuable no matter how big or small. What is important is to become a participant in the place where you spend time, either sharing the process or sharing the results.

After building a good IP, start monetizing it. Monetization is not the focus of today’s analysis. Focus on the above content. Next is the Q&A section, I hope it can help you.

Author: Qinghao

Source: Kuoyi Culture Media