Under the spotlight and lens, the up owner is "ordinary": the skin is not a breast muscle, and it is allergic from time to time; The figure is not the golden ratio, or even slightly fat; Exaggerated expressions and body language, and often self-blackening; A bite of Hunan plastic Putonghua will also add the opening remarks of each video: "Hello everyone, this is Sister Jian who is trying to speak standard Putonghua."
It is such an ordinary girl, with 2.33 million fans in Weibo and 2.5 million fans in Bili Bili, who won more than 6 million praises and played more than 70 million. She has just been named as one of the top 100 UP owners in 20 19.
Maybe it's true as she said: "There are too many beautiful beauty bloggers, and everyone is used to' beautiful bloggers become more beautiful through makeup', while' ordinary bloggers make up to look better' is more interesting."
Ordinary bloggers are not ordinary.
Click on Bao Jiansao's account or Weibo account, and you can see that most of the videos have been played more than 300,000 times (Bi Li Li),1.5000 times (Weibo). Like a China aesthetic? Hundred-year-old makeup becomes 10,000 yuan out-of-print costume Forbidden City HD real shot! The video was broadcasted at 619,000 yuan in Bali, and watched 2.67 million times in Weibo, and won the second place in Weibo Fashion Beauty Day List. For another example, My Favorite Makeup Sharing of Super White Orange Girl's Daily Makeup in Bad Face Period was broadcasted in 744,000 miles, and the reading volume in Weibo reached 5140,000, the broadcast volume was 2180,000, and the interaction volume was 27,000+.
In Bi Li, some Bao Jiansao's life sharing videos even reached about 2.5 million hits, with a maximum of 5.5 million hits. For example, this issue of "Play Big! Pretending to smash my boyfriend's out-of-print Lego, as a result, ... has been played 2.52 million times. How much do you earn by playing 70 million yuan? Keep your promise and use it all at once! The broadcast volume reached 5.434 million times.
Billion Power noted that at present, Sword Sister-in-law is mainly developed on two platforms, Bili Bili and Weibo, and the video and graphic contents are mostly growth inspiration, makeup sharing, hair dyeing experience, lovers' Vlog, home life, public welfare activities and so on.
However, her videos with good data on the two platforms are not the same: most of them are life videos, funny videos or couples videos; The videos with prominent data in Weibo tend to dry goods and change their faces (make-up). Bao Jiansao said that making videos is her hobby. In life and videos, she is so fond of laughing and sharing her stories and life experiences with everyone. She said: "In fact, many of the materials in the video come from my life. Whether it's makeup and skin care or life sharing, it's the way I communicate with my fans. Rather than recommending good things to everyone, I am sharing my life experience with fans. "
Behind the high broadcast volume means a proportional contribution. Bao Jiansao told Yibang Power that it is particularly difficult for the beauty blog to reach 1 to 1 10,000 fans, and it will be faster from 1 to 2 million fans. Take myself as an example, it took two years to go from 0 to 654.38+00,000, and only about five months to go from 654.38+00,000 to 2 million.
"Although the first 10 video I made was good, the fans only had single digits." At the time of crisis, Bao Jiansao chose a "stupid way": "I just watch how others shoot videos. According to statistics, I watch more than 10 thousand videos a year, and I watch all kinds of videos, such as beauty and skin care, fashion, life, games and so on. From making videos to watching videos. "
2017 on the left of Bao Jian's video list; On the right is 2020.
Accumulate a "sense of network" from other people's videos, see what master up said can cause barrage, try to make different types of videos, write scripts first and then shoot videos, and so on. Sometimes a person practices his lines and body language many times in front of the camera until it can be displayed naturally. In this way, Mrs. Baojian accumulated fans to 20w+ with simple equipment in the dormitory, and signed a contract with MCN organization Ruhan more than one year later (20 18).
At first, if Han wanted to exercise Bao Jiansao's planning and video production ability, she usually let Bao Jiansao do the shooting and editing work by herself until the fans broke through a certain order of magnitude and became familiar with their videos. Up to now, Ruhan has provided Bao Jiansao with a full service team including director, PR, business, promotion and agent. The excellent habit she developed before made Bao Jiansao always participate in the whole process of topic selection and video post-stage, and discuss every detail of the video with her customers until she achieved her satisfactory results.
Take video clips for example. Although the co-edited editors have been working together for more than three months, Mrs. Baojian often gives suggestions for revision, and even cuts a version of each video by herself, making more detailed improvements in special effects and text, and comparing with the editor, asking him to sum up the differences and reasons for revision, so as not to make the same mistakes again in the next video editing process. "It's not that you can completely let go with the team. This is an upcoming video. You should be responsible for yourself, and care more about how people who like me feel when they see these videos. Is this what they want to see? I have now turned off the last video. "
"I have some forbidden words in my video that I will never use, such as fairy makeup and mixed oil skin. In addition, I will introduce the product from my own subjective feelings, and then objectively analyze the ingredients. Finally, I will add that if you want to buy it, you must do more homework and don't blindly plant grass. "
In the video/graphic content, in addition to the general content such as color test and makeup test, she will also consider more detailed aspects, such as cross-time effect comparison and persuasion; Through the texture atmosphere of pictures and music, the brand is advanced; Around a certain theme, such as Christmas gift box evaluation, annual party makeup, personal skin care experience or talking about dry goods as the starting point, naturally plant grass in vivid and daily dry goods sharing.
The "group pet" of big and small brands at home and abroad
Ruhan's advertising marketing manager told Billion Dynamics: Baojiansao's business cooperation is generally in two situations, either the brand actively seeks Baojiansao's cooperation, or Ruhan meets the advertising needs of a large number of bloggers in large groups such as Estee Lauder and Procter & Gamble, and connects Baojiansao according to the specific product conditions.
Among them, the second situation involves the matching of products or brands with "Jian Sao". In this respect, the manager of the advertising marketing department introduced that in addition to the rigid requirements of brand advertising (bloggers' fans, vertical categories, and the overlap between fans and product goals), it is mainly through the beauty selection meeting to see whether the product itself and tonality meet the design and recommendation rhythm of Jian Sao.
It is understood that if Han has a beauty selection team composed of more than 20 people, the team will score the brand promotion products recently undertaken by the company at the selection meeting. If Han Han has a self-developed scoring system, it will be based on my experience, skin fitness, small red book grass, Taobao comments, other KOL recommendations and other multi-dimensional standards. SABCD is divided into five levels. Bao Jiansao said, "At present, our selection is still relatively strict, generally at S and A levels."
Bao Jiansao admits that in order to export more professional and comprehensive beauty recommendations to fans, she is also learning about skin care, cosmetic ingredients and formulas. She developed a set of co-branded makeup brushes and thoroughly studied the difference between animal hair and fiber hair. Which is better? I just want to bring the most cost-effective products to fans.
Ha ha, the general manager of Red Man, added, "Truth is the design of the best people. This sentence can answer the question of how the product matches the red man. In other words, it depends on whether the up owner will use this product in real life, which will involve the product's suitability for skin quality, price and efficacy. " The matching degree between the product and the life scene of up master is an important factor, because only the real makeup test of up master can have the most intuitive evaluation, whether it conforms to its own fan positioning and whether it is suitable for most people. If blindly promoted, it will only consume the good reputation accumulated by up owners before.
Up to now, Bao Jiansao has cooperated with many famous brands such as Chanel, Gucci, MAC, Olay, Maybelline, Estee Lauder, L 'Oreal, Yuemu Zhiyuan and so on.
In the view of Ruhan's advertising marketing manager, Baojian's appeal to advertisers comes from three aspects:
First of all, it conforms to the brand image, such as Bao Jiansao's younger image, sincere and lovely personality, likable, in line with the brand's tonality, Bao Jiansao's fan order and fan portrait. It is understood that the female fans of Bao Jian Sao account for more than 95%, and those born after 1990s account for more than 75%, mainly distributed in coastal areas, Jiangsu, Zhejiang and Shanghai, and coastal provinces, with relatively high consumption power.
The second is that beauty has a strong vertical attribute and great influence. "Bao Jianwei is bigger and stronger under the beauty category, and past cases can also illustrate her influence in the beauty field." It is understood that Bao Jiansao once jointly produced a cosmetic brush with a unit price of 1 18 yuan, and sold 6,000 sets per minute, and 30 minutes from stock 1 0000 sets.
The third is the high viscosity of vermicelli. The reason why Mrs. Baojian is "born and raised" in Bili is because "she has a high degree of fit with users".
People are labeled as secondary culture, Z generation and network culture. They are very eager for creative content, and these consumers don't mind advertising. As long as you carefully evaluate it, even if it is an advertisement, you will not be disgusted. Because these fans want to have an interoperable Internet language with the up owners, there is no sense of distance.
"Baojian's own personality (lively and cheerful), image (girl next door) and conversation (grounded dialect) are all friendly, grounded and likable. At the same time, there are many types of videos, including beauty and skin care, life sharing, and couples' tricks. There are many "stalks" in the video, and the rich and interesting content is more popular with fans. "
In addition, the advertising marketing manager believes that "fans will continue to pay attention to Bao Jiansao, watch Bao Jiansao's content and become their growth partners, and there will be a tacit understanding between fans and Bao Jiansao. This is what we often call the concept of "KOL". Fans pay attention to this blogger in order to get some needed information from the content she posted. As a recognized KOL in the fan circle, Bao Jiansao's trial and planting grass will be recognized. All the good trial experiences she recommended are true, and with the passage of time, fans are more sticky to her. This is a mutually reinforcing relationship. "
He is good at planting grass for the brand of Li Li.
"Brand advertising has only two purposes, either brand promotion or bringing goods." The advertising marketing manager said that the brand's expectations for different platforms are actually different.
From the point of view of Bili Bili, the advertising marketing manager thinks that the commercialization of Bili Bili is still in the development stage, and most of them are devoted to brand promotion and grass planting. Moreover, from the perspective of the Z generation and the high stickiness of platform users, it is also more suitable for planting grass, because fans are more likely to believe and accept the recommendation of bloggers. "
Compared with the little red book, the video form is more prominent, planting grass will be more natural, less commercial attributes, and more easily accepted by fans. At the same time, in the PC-side ranking, although the heads-up are more likely to have exposure opportunities, the front page of the beep is still exposed according to interest and content quality, leaving the opportunities to the heads-up at the middle waist and tail, which avoids the emergence of "oligarchs" to some extent.
From the marketing point of view, brand advertising and effect advertising are both part of brand marketing and are indispensable. "Brands have different needs for marketing at every stage. In the beep, content output through the true tone of the up owner is a way to help consumers build brand awareness, establish communication with consumers and gain trust. "
Bao Jiansao himself thinks, "In fact, there is a big difference between making videos and making live broadcasts. Most videos only play the role of brand promotion, and will not play the role of selling goods directly (except for some customized videos, links will be put to see the click-through rate of purchase). We don't care so much about how many people buy this video after watching it. What's more, everyone knows more about this product after watching this video. Doesn't mean everything is suitable for everyone. Perhaps this isolation sunscreen function is enough for ordinary people, but it may not be enough for a few fans. This is also the driving force for me to constantly study products, and I hope to recommend better and better things to everyone. "
As long as it is based on real feelings of good things to share, up planting grass is actually acceptable to fans. Three-in-one service: praise, collection and coin-in, which is a very real feedback from fans on the products. No matter from the perspective of consumers or brands, planting grass is a mutually beneficial process.
Easter eggs
In the process of communicating with Bao Jian's sister-in-law, Yili asked some short stories about Bao Jian's sister-in-law, which are presented to you here:
1, "Hello everyone, I am Bao Jiansao who is trying to speak standard Mandarin." What kind of stalk is this?
"When I was a child in a small county in Hunan, I could only speak the local dialect, but my parents moved to the city because of work, so I became a transfer student. When I was a child, I thought I was bullied because I couldn't speak Mandarin and couldn't integrate into the group. Later, the fans who made the video also mentioned the problem of their own Mandarin, so it gradually became an iconic opening remark in the subsequent video. "
2. under what circumstances did you start to become a mile?
"At first, I wrote an answer on Zhihu,' What is the experience of the big difference between face value and plain face after makeup?' It won high praise and got a hot search, but it was said as' the picture is P' and' makeup can't have such a great effect'. I was questioned at that time, so I wanted to prove myself by video. As it happens, my roommate and I prefer Mile Mile, so the first video appeared in Mile Mile Mile. "
3. Why do you want to donate the prize won in the up Owner Award Scheme?
"My father used to be the volunteer captain of the charity project of the Antarctic expedition. When I was a child, I often took me to participate in public welfare activities such as stray cats and dogs. I used to do my own charity when I had no money. Now I can make money and do my part for society. "