Below, I will explain one by one:
First, find the right position.
To build personalized IP, we should consider self-positioning. We should at least become experts in a certain field and let fans know our label. There are two ways:
(1) longboard rule
The longboard rule is the opposite of the barrel theory, and we need to find our own strengths and constantly strengthen them.
Looking for a longboard should consider two directions-work experience and hobbies.
Work experience If we have become experts in this field, then we can extend the longboard directly in the direction of work.
For example, Qiu Ye, a PPT expert, has been teaching at the university, but he became a PPT expert in the early days and gradually became a big IP.
Hobbies If we have strong hobbies and want to do something, then we can grow up quickly according to our own interests and become our own "longboard".
For example, Norma, the founder of high-quality food content IP "One Kitchen a Day", is a financial woman from Hong Kong. Later, because she loved food, she quit her job and became a brand of "daily cooking".
(2) the rule of trial and error
In the process of positioning, don't be afraid of making mistakes. We should be prepared for trial and error, first find a mature model to imitate, and finally find our most suitable position in the attempt.
For example, before papi sauce became popular, it was not very successful to try fashion bloggers, take photos on my face, publish long pictures and texts, and start publishing short videos with my college classmate Huo Nifang under the Weibo account named "TCgirls loves to spit".
Finally, I found my most suitable short video style, which became an instant hit.
In this process, every attempt should be made with all one's strength.
Second, spread the explosion.
In the Internet age, we will create explosions to let more people know about you.
Here you can refer to the three rules given in the tipping point.
(1) single character rule
The popularity of a commodity is closely related to three kols, namely, liaison, expert and salesman. They have a special ability to transform highly specialized concepts and avant-garde information into languages that ordinary people can understand, and influence others through oral communication and network promotion, thus forming a fashion trend.
Therefore, it is necessary to find KOL "holding his thighs" on the court. If promoted, it is easy to create explosions.
For example, at the beginning of the outbreak of many online celebrities, the content was forwarded in a large space and was slowly seen by everyone.
(2) the law of adhesion
We receive a lot of information every day, and only a small part can move us. Therefore, it is very important whether the information content is attached and sticky, whether it will promote transformation and whether it will inspire people to take action. The content we produce should be more sticky. On the basis of its own positioning, we should consider six communication elements: social currency, motivation, emotion, openness, practical value and story.
(3) environmental rights law
At different times and scenes, fans or customers have different perceptions of products and content. If our content can hit hot spots, it may cause explosive growth.
Third, the platform card location
When the explosive products have a certain value, it is necessary to enter the card positions of major platforms as soon as possible to absorb powder and obtain the first batch of large-scale seed users. Lay the foundation for subsequent operations.
The current platforms are:
Social platform, forum blog, news app, short video, online live broadcast, sound radio, video platform, barrage spitting, comic reading, etc.
Then we need to do two things:
1, grab the bonus
Each platform has great support for the platform V, so the dividend period and growth period of entering the platform are very important.
For example, Xu Jinglei and Han Han in the blog era, the big V in the Weibo era, the excellent answer in the Zhihu era and the large official account of WeChat. The support of the platform+the potential energy of the platform is a good opportunity to absorb powder quickly.
Step 2 be more interactive
There should be more interaction between personalized IP and fans, so that fans can feel concerned. This is actually the difference between an online celebrity going to an ordinary idol and an expert. Warmer and closer to his fans. Relatively speaking, the viscosity will be greater.
For example, the official WeChat account with vegetable head.
Fourth, continuous output.
After occupying the platform, there must be continuous high-quality focused output, and the potential energy of IP can continue. Let's look at the opportunity. All excellent IP will continue to be produced. When it stops production, its potential energy will drop.
Similar to the popular "Big Clothes Brother" and "Rising Sun Masculinity" in previous years,
Without the output of continuous content, it is as unsustainable as fashion.
Author: Blacksmith, if you need more IP dry goods, welcome to pay attention to WeChat official account marketing flights.