From Papi Jiang to Li Ziqi, we analyze the marketing strategies behind internet celebrities

With the power of one person, a live show can sell a large number of products, ranging from hundreds of thousands to millions.

Some people even mentioned that one live broadcast of Ms. Wei Ya could buy a house in Hangzhou, and Li Ziqi earns 40 million yuan a month. It can be seen that the ability of internet celebrities and bloggers to make money is as powerful as the power of the wild.

When we see these brilliant data, we can't help but envy and hate these successful cases, and at the same time it seems that we have discovered a new avenue.

We see the incredible ability of an internet celebrity blogger to sell goods and marvel at the wealth power behind the traffic. We also began to become obsessed with how to create hit products, internet celebrities, and the methodology of fan economy, but forgot the basic logic behind them.

We see their success, but forget the hard work behind the scenes. Why do internet celebrities have such a strong ability to monetize? In addition to their long-term accumulated fan base, it is also due to their continuous building of their personal brand. The creation of a personal brand is inseparable from the following seven elements.

01. Make users feel good

Favorability is the first step for an internet celebrity to gain attention. In 2019, Li Ziqi, the number one internet celebrity known to everyone, became a favorite of me from the moment I saw her first video. I believe that many people decided to follow her after watching the first video.

In the video, I was attracted by her carefully arranged Chinese rural style and moved by her quiet and hardworking lifestyle. What a modern version of the visual effect of "Planting beans at the foot of Nanshan Mountain, and leisurely seeing Nanshan Mountain".

Once we develop a liking for something, it is natural for us to pay attention to it.

So how to gain the favor of users? The first step is to locate your own label

Don't be Tetris, because once you fit in, you disappear. Therefore, the most important thing to be a good internet celebrity is to be different.

Whatever label belongs to you, boldly shape it. Li Jiaqi, the lipstick king, demonstrates his professionalism and dedication to lipstick.

Li Ziqi’s saying “If you want to marry a wife, marry Li Ziqi.” Praises this farm girl who is beautiful, talented, hardworking and virtuous.

Papi Jiang’s words “a woman who combines beauty and talent”, although she later admitted that this sentence was purely funny, but so what, who cares, everyone has remembered this label of her anyway.

Dare to label yourself and practice the label you set to make yourself different from others. This is the first step to winning the favor of users.

02. Keep users looking forward to it

To be a good internet celebrity, in addition to the ability to produce content continuously, you must also have the ability to produce content that users continue to look forward to.

Watching the same type of content for a long time will make users feel tired. This is also the reason why in recent years, "domestic dramas starring overbearing CEOs have finally made people sick of watching them" and "large-scale dramas starring female protagonists are no longer popular." Audiences no longer need to be brainwashed by the same type of TV dramas.

Those always tell the sweet love story between a tall, rich and handsome man with a domineering personality and an ordinary girl. Or it could be a story about a person who comes from an ordinary grassroots background and eventually counterattacks to become the king.

After the secular bustle, what users need when facing content is a sense of anticipation. This is also why we like to read Keigo Higashino's novels. Each work tells a unique story.

Therefore, suspense dramas such as "The Longest Day in Chang'an", "Joy of Life" and "Day and Night Chase" always have a market. This is also why comedies have always been popular, because they can always bring different laughs to the audience.

How to maintain your own unique style while making users always look forward to your content.

This is the prerequisite for an IP to maintain its ability to attract fans. Maintaining expectations is an important reason why users continue to pursue it.

03. Values ​​that represent a certain meaning

Why do we chase stars? Besides liking their handsome looks, we also like the values ​​they represent.

The reason why TFBOY is so popular is not only because of their good looks and versatility, but also because of the youthful vitality of the post-00s generation that they represent.

This is also why many celebrities who are obviously very good-looking and have abundant resources have always been tepid. However, some stars who come from ordinary backgrounds but work very hard can stand out and be loved by the public.

For example, Zhao Liying, who is known as the Desperate Thirteenth Sister, has been known for her powerful acting skills time and time again during the acting process.

Back to the internet celebrity: What Li Ziqi represents is a value of living a life that is not competitive and free from worldly desires. At the same time, Li Ziqi's videos have brought positive energy to many overseas fans and infected many people.

Variety show star Li Dan represents the Buddhist values, and his saying "the world is not worth it" is passed on by word of mouth among young people.

In short, improve your IP positioning and elevate yourself from simple entertainment creation to the level of values.

Once you can stand firm on a set of values, you can easily gather people who share these values.

04. Build a long-term trust relationship with users

If the above three points are the basic elements for creating an internet celebrity, the following are the basic elements for becoming a sales king. The relationship between the two is like raising a chicken well before it can lay eggs.

All successful transactions are based on trust. To form a long-term trust relationship with users, without the foundation of trust, no matter how beautiful you are, how excellent your acting skills are, or how funny your show is, it will be useless.

The building of all personal reputations is based on integrity. The foundation of all integrity comes from the authenticity of the product. Therefore, choosing the right product is the basis for continuously winning the trust of users.

05. Consider the users and save them money, instead of making money from them

What does it mean to consider the users: getting a price lower than the market price, which is even cheaper than if the users buy on Pinduoduo alone.

I sell this thing to you at this price, not really to make money from you, but because I am recommending it as a genuine good and affordable product, I am helping you save money.

Therefore, the more famous the internet celebrity is, the more they can choose better channels and get more affordable prices, making users happier when buying.

In the end, you gain word of mouth, users gain benefits, and manufacturers gain performance, achieving a win-win situation for all three parties.

06. Continuous provision of high-quality products

Recommending you once or twice cannot gain users' continued attention and good impression of you. Only by continuously providing users with good products of genuine value can you fully establish your personal brand image and attract users to continue to repurchase.

Therefore, since you have embarked on the path of becoming an internet celebrity, you must continue to do live broadcasts, advertise, and sell goods, which has become a necessary job.

07. Let users know what they can continue to gain from you

In fact, for users, following a high-quality account is a very cost-effective deal, because they can get products that others have spent a long time polishing and producing, such as videos, audios, texts, pictures, etc., without spending a penny.

Just like we smile knowingly every time we watch Papi Jiang’s video, every time we watch Li Ziqi’s video, we feel healed, and every time we watch Li Jiaqi’s video, we get good lipstick.

Bloggers spend manpower, material resources, financial resources and time to create a work, and users can watch it just by clicking on it, with almost zero cost.

In summary

Good products, affordable prices and continuous supply are necessary conditions for an influencer to be successful in selling products. If any link goes wrong, it will cause a personal image crisis.

Do you remember the video of Li Jiaqi’s non-stick pan flipping over during his live broadcast? The non-stick pan stuck on the spot. Although Li Jiaqi explained the matter afterwards and repeatedly stated that it was an operational problem that caused the pan to stick, this phenomenon also caused a considerable crisis to his personal brand and products.

The more popular the IP is, the more cautious you should be. For internet celebrities who start their own businesses based on IP, it can be said that users are the key to success or failure.

When users like you, you can enjoy all the wealth of traffic, but when users no longer like you, you will lose all your basic base.

Therefore, every internet celebrity who wants to get rich by making short videos must truly love what he does.

Only if you truly love it can you create good works with your heart and persist in doing it.

Li Ziqi started working at the age of 14, doing hard labor in a factory and as a DJ in a nightclub. She tried various working methods just to live the present life one day.

Her life now is a great enjoyment in her life. Despite making a lot of money, she still insisted on farming in the countryside.

Only by doing these things with passion can you continuously produce high-quality works and make users continue to like you.

Author: Bei Xiaoxiao Operation Notes

Source: Beixiaoxiao Operation Notes