Mr. Sun Jie made movie animation for 12 years before engaging in short videos, but he is still a newcomer to short videos! Last year, I accidentally caught up with the bonus of the platform. During the period from July to 10, the fan matrix of 30 million was completed, and the accounts of teachers, resilience in life, parenting school and ugly teacher Liu were all hatched. If you add up the hatched accounts with the accounts of tutors and partners, there will probably be more than 80 accounts in operation before and after!
The following is a part of my arrangement and I will share it with Mr. Sun.
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Track the source of short video content and quickly understand short videos.
In the past year, I turned many amateurs with no performance and experience into short video experts, and realized the positive operation of short video business. Before making a short video, many people will talk about the algorithm and rules of the platform, because I am from a content background, and all the content must have a source. If you want your team to run a short video quickly, you must make your team understand. What is the traceability of the content?
I used to do traditional film and television, so when I saw this form of short video, my first reaction was to associate it with a variety show, that is, this American family funny video, which was released in the United States in 1990. This program has a long history and lasts for 30 minutes. There will be 30 small videos in each issue, such as tricks, cute pets and practical jokes. Then this program will let viewers call to vote, hoping that viewers can cast a valuable vote for each video, and then rank it by month, season and year. I think this is similar to the mechanism of praise and forwarding of short videos.
Short videos are more timely, because you can reply to every video, and every video will belong to a page, especially in the form of a forum in the PC era, such as writing a theme post on a theme, and the post has a core theme!
So when many people explored the rules of short video algorithm last year, our team just built a program for each account, and then regarded each video as a theme. If it is a program, then you have to watch its ratings; If it is a topic post, then you should look at his response rate, and then maintain the account through these two forms.
The advantage of using this form is that after each video is released, we try to make all the replies in this video have a common discourse system, and then we can give emotional companionship to every fan in the process of replying, and at the same time we can see each of our videos, the growth and changes of each video on this account!
The short video traces back to the media and sees the situation clearly.
Let the team see the source of the content clearly, but also see what kind of war situation we are in. When I took over the short video last year, I felt that if we distinguish the stock market from the incremental market, in this new media field, such as WeChat official account, Weibo and Baijiahao are all stock markets, while Tik Tok and A Auto Fast are all explosive growth. In fact, it is an incremental market, an incremental market and a stock market. Its competition form, the tactical weapon team it needs and the effect it wants to achieve are completely different. If it is an incremental market, then our war form is faster than anyone else, that is, fast fish eat slow fish; Just like the stock market, it is the big fish eat small fish.
In the tactical incremental market, we need to race around, you can walk faster and then circle more fans. In the stock market, you actually build your own barriers, and you have to circle better talents to help you. Then in such a market, what we saw at that time was that content was king. Even now, Tik Tok and Aauto Quicker are still content-oriented, but the stock market can't just have content, it must have refined operation. We are a small team, but you must have a big team to cooperate with the stock market.
After analyzing our war situation, we will continue our team. Based on this, we will establish our own operating rules. In fact, from the beginning of last year until the end of last year, our whole team was almost in the working state of 996. Although 996 is being spit out now, it really takes more time for you to run around and seize the speed. Then, in the aspect of horse racing, our goal at that time was very simple, that is, to group users around family education and family entertainment, and then to establish our own matrix account around these two points.
Everyone is famous on the internet.
In the past year, I found that being an online celebrity is really a cost-effective thing, because being an online celebrity is really the fastest way to increase powder at the moment. No matter what hackers grow up or how to operate powder-exploding cheats, what's more fierce is that because you spend money on data maintenance, you may come back with a bunch of zombie fans, not to mention those online celebrities with tens of millions of heads, as long as they are broadcast live on Aauto, Tik Tok and Taobao, even if it is dozens.
It can be said that in this era, everyone can really become an online celebrity, and now it can be called a national online celebrity! Just over a decade ago, there were such network celebrities on the Internet, such as Han Han, Jing M. Guo or some well-known industry opinion leaders, or sisters like Furong and Feng, who were particularly distinctive, well-written or very professional.
Because in the graphic age, you didn't have two brushes, it was really difficult for you to become popular, but now you have a platform to share your life, such as short videos, so the threshold for you to become an online celebrity has been lowered very, very low. You don't need to be very talented or professional. As long as you show something interesting in 15 seconds, you can become popular.
Look, many online celebrities have this kind of avatar, such as the little grandfather in the office. In fact, she is not a particularly beautiful girl, but this does not affect her more than 20 million fans at all. For example, Uncle Mo, whose father is 74 years old, does not affect her to get tens of millions of fans on the whole network.
Network celebrity is a psychological substitute.
When we went to select talents, some people said they couldn't let go or didn't have that idea. I can't be an online celebrity, because there will always be a sticking point in their hearts. What should I do if I am angry? What if I exaggerate to let my relatives, friends and colleagues see it?
Like this time every time, I will tell him, can we wait for the fire and think about it? I can't see you until you have a fire, and then think about it after an argument. Then another is that he may equate online celebrities with stars. In fact, an online celebrity and a star are completely different things, because before we do film and television, we will contact many stars, especially idol stars, and he will deliberately create a sense of distance.
Because the value of his existence is to make you look up and worship! Since he is the idol you look up to, he will deliberately keep this sense of distance, which will make you daydream and feel beautiful. You will find that the images of many stars must be dignified, elegant and even cold.
We like an online celebrity, not to worship idols. More often, we like him as a psychological phenomenon, that is, to find a psychological substitute. According to Freud's superego, true self and id, the stars are superego. You know, it costs a lot to reach the superego, and it's really far away. Internet celebrities are more like a person's real self, which is desirable and resonates.
So we will see many online celebrities on the Internet, all of whom call others' husbands, wives, children, brothers and even themselves!
That online celebrity is to complete someone else's home for us, so what is psychological substitution? In fact, you can assume that you are a person, and then he has something to do or say in his heart, but because of various realities, he can't do it. At this time, if someone does it for him, you will find that this person will be particularly excited and will especially like the person who did it for him.
For example, friends born after 1980s loved watching movies in middle school. Were you excited when you saw this movie? Then many boys will imitate the shapes in the movies, and he will also feel the coolness of this young and dangerous person.
This process is a very typical psychological substitution, so a person chasing an online celebrity or watching a video of an online celebrity is no different from watching a movie. When people look at online celebrities, they just want to see what someone has done for me, what I want to do but I can't.
Nowadays, our social interaction is more and more dependent on mobile phones, and there will be more and more cases of psychological substitution. In fact, you have completed such a social interaction on your mobile phone, and your physical and virtual real feelings have not been completely satisfied. Then when such content is presented to you, you will definitely become addicted. Like our narrative, many people look at Mr. Doby, and some of us try to create an innocent childhood sand sculpture image, which will naturally bring you into your own innocent childhood memory.
The most important feature of online celebrities is that they can resonate.
If you want to build an online celebrity, you must consider this person. Why can he become the psychological body double in the hearts of fans? Why is this person doing this for fans? This is what I mentioned above. One thing is resonance.
The most important trait of online celebrities is empathy. You have to make this fan feel close to yourself, and then you have to make your fans feel that he is very similar to you. Now, Mr Gong Wenxiang's account is operated in his name. In fact, when he took over the account, the situation was very bad, because the account label was a bit messy and the activity of the account was very weak. In addition, the sense of quality and form presented by his account before was very thin, and it was a talk show, which completely exposed its shortcomings.
The most important thing is that his content is very dry, because he has been teaching knowledge as a teacher and has not created a sense of scene, so we put a low profile and play the role of psychological substitution after taking over, and then find the resonance of users.
This video is an explosion video that appeared more than 20 million times after we finished conditioning at that time. In fact, there is not much improvement in shooting. Just let Mr. Gong lower his figure, and there will be such a storm and contrast.
Create a professional online celebrity formula
As long as you find empathy and show positive performance, you will definitely find someone who resonates with you! This resonance is the DNA of online celebrities. With the characteristics of network celebrities, there are still many steps to hatch a professional network celebrity. We have a formula to build a professional network celebrity!
Professional network celebrity = (gene matching+pink feeling+content quality) * platform matching degree * liquidity.
Gene matching is your personal positioning and track positioning; Pink feeling is not only our perception of the internet, but also our perception and insight into the action of fan interaction. The matching degree of the platform is the algorithm and direction of the platform. The most important thing is liquidity. In fact, it is easy to be red, but it is difficult for you to realize it. If you don't build online celebrities for the purpose of realizing cash, I think they are all hooligans!
People-oriented orientation
In this era, if you want to be remembered, you must have a successful person as a prerequisite. In the past, when we filmed a film script, we would analyze the role orientation of each role. Now we have also got the account analysis of short video, that is, we will do advantage analysis, risk analysis, recognition analysis and liquidity analysis.
Advantage analysis
Advantage analysis, as the name implies, is to let this person find his own advantages and understand his own disadvantages. You should distinguish between your hardware advantages and your software advantages. Hardware advantages are hard to change in a short time, such as your face value, height and personality. Then the advantages of software can be obtained through hard work, such as professional knowledge and various talents, and then list all your advantages and disadvantages for comprehensive analysis!
In this analysis, we must make good use of God's perspective, that is, everyone's cognition of himself is biased. You think you are bad, others don't necessarily think so. You think you are very good, but others may not think so, so if you find friends and relatives around you and help you watch it together, especially this little friend who is opposite to you day and night, then you don't have to feel that saying shortcomings is a bad thing.
Risk analysis
In fact, as long as you analyze the advantages and which direction you should go, you will probably have an idea of this account. Based on this idea, we continue to talk about risk analysis, which is actually very simple, that is to say, whether you will get into trouble in the future, usually we will judge from the values of law and morality, whether the person leaving the country has hidden black materials, morality and law. No matter these accounts are currently under such strict control, you certainly can't do something that is on the edge of the law or challenges the bottom line of the country's society. That value is that this person needs to set himself up to avoid it.
Identification degree analysis
The analysis of recognition is to help you judge whether the account you made is special enough. If we usually judge whether this account is different from other talented people horizontally when analyzing your account, then judge whether this account is different from similar online celebrities vertically.
For example, if you want to be a food blogger, you should think about the horizontal comparison with other beauty bloggers. If you are a food blogger, you should make a vertical difference with Li or Xiao Ye in the office. The difference here is mainly from two aspects: audio-visual aspects, such as the choice of clothing scenes, and the routine of your fixed background music, to strengthen your personal design and tonality.
That's not only true of online celebrities, but also of many stars. Most idol stars will keep a fixed style of dressing, such as Lu Yu's hairstyle, and then dress up as Venus. Do a good job in the scene, such as fairy yeast, Meggie, mountain village hero, and you find that as long as they run to the account, they have a special sense of identity in this scene.
Then there is the use of language style to strengthen people's designs. This is really very important. Who are you and what do you do? You must broadcast it in the video, and broadcast it again and again, so that your fans can remember it.
Liquidity analysis
The last one is liquidity. There are actually many considerations about liquidity, but the most important consideration is image. Whether he is suitable for business cooperation, whether the targeted crowd will have purchasing power, and it is not convenient to shoot advertisements, not only considering whether this person can be popular. We should consider whether this person can make money by setting up. Don't pick anyone who doesn't want to cooperate.
There is also the group you are targeting. For example, if your target group is 18 to 25 years old, it is ok, just in the stage of teenage powder, but if your target group is 12 to 18 years old, it may not be ideal. Although children are rich, their spending power is limited after all.
Create a person's design and avoid two mistakes.
In the process of creating accounts, we usually avoid making two mistakes. The first rule is not to rob the track with an account in your head. For example, if you make antique food, you already have a big ip plum blossom, so don't do similar content again. It's enough for the audience to see her, yes!
The second is to avoid perfect human settings. Just mentioned to be careful about black history. Black history is to avoid the collapse of human design, but it doesn't mean you have to create a perfect human design, because the perfect human design is very easy to limit your film and television actions, and it is particularly easy to collapse. Moreover, the characteristics of online celebrities are grounded. You have some small shortcomings, but it will make people feel that this person who has gone abroad is more three-dimensional and more intimate, especially if you take some big cases, or some big names, and then shoot a short video to show the grounded side!
Account content
Then, after setting up the personnel, we began to regularize the contents of the account, that is, which track are you going to run? In fact, almost every track is crowded with people, so you must not make an account to cater to others, but I will make you like me and find a group of fans by outputting content.
Then when the track is crowded, we need to cross the border, and then find some subdivided tracks and find a unique cut! For example, the beauty track is already a super-large track, and almost all women love to watch videos like beauty. Almost all women who love makeup may think that they can be beauty bloggers, so how can they cut out their own characteristics on this track!
The track you want to select
= your familiar field +X variable
We will also use a cross-border formula when operating the account, that is, the track you choose should be the field you are familiar with plus a variable of X, then the field you are familiar with is actually called these big tracks, such as the beauty you are familiar with, that is, the field of beauty, that is, the field of psychology and family education that I am familiar with, that is, this constant, that is, this X, which can be your personality characteristics or fans.
The first X is your personality preference. You can find out how you are different from others in character. This difference is particularly easy to find the focus of your exclusive content, such as this flexible account that I left the country myself. In fact, my personality is relatively slow, and I can't speak and express as well as other bloggers, but my advantage is that I can easily understand children. Especially for adolescent children, I think every time I communicate with them, I will say how much I understand you and how rebellious my adolescence is, so one angle I will cut into is the psychological problems of adolescence in family education.
Then the second X is to customize the needs of fans. When your account has explosive videos, you will find all kinds of fan messages, such as rebellion, internet addiction, love, idolization, playing games and so on. So you can pay attention to what messages your account users have left, which is necessary. Then the keywords that appear are the direction of your content revision. You can even observe other accounts of the same type and analyze their fan needs. Maybe you can add something that no one else has done. If you find it, you can use it to build your own orbit.
The third x is the current explosion point. Analyze existing hotspots and customize our exclusive content by tracking the best quality content. The simplest thing is imitation, but imitation here does not mean accepting all the online explosions or inferior imitations, but you have to disassemble them, analyze the elements they can detonate, and then reuse, copy and explode! Is it possible to make this video fire by stepping on the hot field, or is it possible to make it more exquisite?
In fact, all platforms have three growth periods, namely barbaric growth period, creative growth period and paid growth period. If it was last year or two years ago, the traffic bonus of short videos was still very large, and the possibility of your fire is still very high. But now the whole platform is in the creative growth period of content explosion, and the situation changes very quickly. Even if you take these factors to the extreme, if you can't really understand the psychology and motivation of the audience behind you, your work will not be successful.
Soon we will enter the paid growth period. That paid growth period doesn't mean that you really need to spend money to realize the growth of your account. Instead, you should think ahead. What value do you bring to the audience and your environment in the whole ecological field? The more stable your value is, the more links you have, and the faster you can grow in such a period.
Therefore, I have been saying that behind the content is the people's heart, which must meet some psychological demands of users and viewers. The most essential and authentic is the most directional, so you will find that the content of these harvest flows has some characteristics and some standards.
The first is the sense of contrast. At present, many film and television dramas and many talented people are using it, but it is used to the extreme. I think Britney Spears' sense of contrast in August and September last year is the goddess in the eyes of ordinary diaosi, but the requirement for finding a partner is very simple. Just have a meal, let China men who are devastated by economic pressure see hope, and then have a hundred times good impression on this girl.
When you brush this contrast video, do you think this reasonable sense of contrast brings you a feeling of being caught off guard? It may be a surprise or a joke. Then when this point appears instantly, you will feel that the interest of the content has suddenly improved, and naturally your likes, comments and forwards will come together! So when you brush this video every day, you must think about what contrast it brings to you. The more you analyze, the more accurate you will be in grasping the content tonality of this platform!
The second criterion is to satisfy people's psychology of seeking advantages and avoiding disadvantages. Whether this audience is willing to take action to watch your video after watching it, whether they are willing to praise and comment on the video, or even whether they are willing to collect attention depends on whether they have the motivation to do it. If you want it to be spontaneous, then you must think that your content triggered his motivation and pulled the trigger.
Then we take advantage of the audience's nature of seeking advantages and avoiding disadvantages. This is our animal instinct and no one can resist it. Moreover, we have three core motives: pursuing happiness and avoiding pain; Pursue hope and avoid fear; Pursue identification and avoid rejection.
The last one is the third criterion. You have to grab one of his emotional maps. In fact, all of us have similar basic emotions, such as emotions, so we will be driven by this emotion and then make the next move. So if you want to create an explosion, then your content must capture what kind of emotional fluctuations you have driven this user.
You can think about what you praised when we brushed these short videos recently, and then how he made your heart ache, and at what point he made you stop to like comments and even share them!
This process is actually the process of capturing your emotional rhythm in this video. I think he must have a cover that suits you very well first, so that you can click in, and then there is something you want to see in the first few seconds of the video, and then there are different stalks in the front, middle and back of the video, so you will continue to be attracted. In this process, you are always attracted by this video, and then your mood is different. It is possible that you will laugh at a certain node, or you may be inexplicably moved at a certain node. Therefore, you can call the emotional fluctuation caused by these videos an emotional map. Grasping the emotional rhythm of your fans, the map can make your fans want to stop.
In fact, when you have finished operating all the accounts, you find that this is an increasingly difficult game, which means that your account will naturally become a bottleneck when it grows to a certain extent. Then speaking of bottlenecks, I will introduce you to a universal method that we have tried every time ... If you want to learn, you can add Latvip0 1.