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The explosion of influencers is accidental.
Written by Meng Huiyuan
Editing/Week of Wen
The just-concluded 2022 Beijing Winter Olympics has brought many traffic hotspots such as "ice piers", "snow rongrong", "Gu Ailing", "Su Yiming" and so on, and their popularity may be opportune, but the economic benefits behind the traffic have indeed made many people see the potential of individual IP.
Aiming at those who want to monetize traffic, the zero-based personal IP monetization training camp with the slogan of "This is an era of paying for people" has recently begun to appear strongly in the public eye. "Talk about people", "establish trust", "choose good goods"... As long as you establish a personal IP, you can wantonly harvest fans?
But the road of Internet celebrities can not be copied after all, and what is the guarantee of the training class to achieve personal IP after paying 5980 yuan?
A short video made a net profit of 986 yuan for two days, but this was only accidental
"The video I made was actually moved!" Liu Yuewanwan, who started to make short videos from scratch, did not expect that he not only made a blockbuster video with more than one million plays, but also became an imitation object in the eyes of many peers, "In fact, I also learned to do it with other accounts, and this time I was also looking at the successful methods summarized by everyone, such as looking for photos of foreigners to do before and after comparison, or doing advertising implants of original plots, and when I sent it, I also wanted to try it first, I really didn't expect it to be so hot." ”
During this time, Bao Ma Liu Yue dedicated all the trivial time except for the baby to the short video. She found that if you do not live broadcast or show your face, the most important way to monetize zero-based accounts is the task center on the short video platform, but everyone can take orders, which means that the threshold for practitioners is low, and if you want to make the short videos implanted with advertisements get higher clicks, you must need certain skills, "I also deliberately took a free live class on short video operations, I want to see what the content of these high-praise videos is, and how they do promotion." ”
"I think that videos that can be clicked by more people must have something in common with everyone." With this idea, when she first selected advertising tasks, Liu Yue was aimed at what she felt could be interesting, such as the comparison between past and present lives, the difference between old age and youth. Of course, when making such a video, it is more or less necessary to bring a little simple plot copy to increase the watchability, such as "It is said that every 100 years there will be a person who is exactly the same as himself", or "a foreign grandfather posted a photo of an abandoned son, restored from 80 to 18 years old, tearfully saying that I will always raise you".
But these short videos have not provoked too much splash, and the traffic of all videos has only made a few dollars in total, compared to Liu Yue's man-hours of more than an hour, it can be said that the contrast between investment and income is strong. After observing a number of successful monetization cases, Liu Yue set his sights on the "weight loss" advertiser list.
Just implant "AI looks like after you lose weight?" in the short video you posted. "Test what you look like after losing weight" and other small programs, once someone tries to upload photos like in the video for before and after comparison, if you want to see the answer, you have to watch the advertising video first, which is also the underlying logic of monetizing this type of short video.
From the background screenshot shared by Liu Yue to the zinc scale, it can be seen that her explosive work, a video with a "look after losing weight" tag, after being released on February 10, gained 1271318 plays in only two days, and the number of clicks on the Mini Program advertisement with the video tape also reached 3253 times, directly bringing her an expected income of 986.16 yuan.
Earnings details
This is even less than 2 months since Liu Yue started making short videos. After this video was fired, Liu Yue followed this routine, quickly concocted and released several videos of the same type, the core elements still have "foreigners", "weight loss", "before and after comparison", etc., but the good luck at that time was no longer, the number of clicks on the follow-up works was far less than the former, "It seems that it really takes a little luck to catch fire, like our simple content creation, it is too easy to be followed, and it is too easy to see tired, there is no way to copy the explosion."
For such a view, zinc scale has seen a lot of voices of approval on social platforms, "it is more normal to earn ten dollars a month", "it is not a big V a task for a few cents", and some people directly said, "The rewards are given by the manufacturer, what does the manufacturer want?" Traffic, playback, creativity, you don't account for any of the elements, a video with a few cents is not bad."
Not only is it "rare to make a hit", but in recent years, there are actually more cases supporting the view that "blockbusters are usually difficult to copy". After the short video became popular, Teacher Guo became popular by speaking "Guo Yan Guo Language", Wen Wan dancing in the underground garage, and watermelon sister who performed with a watermelon fan... There are many more works and Internet celebrities in everyone's impression, and the reality also confirms that their popularity does not last.
5980 yuan to join the IP training camp, you can embark on the road of Internet celebrity?
The flow outlet is difficult to grasp, and creating a blockbuster is more like a metaphysical problem. But just when the active people are planning how to monetize through traffic, the zero-based personal IP monetization training camp with the slogan of "This is an era of paying for people" has begun to appear strongly in the public eye.
"The future is an era of super self-employed people, an era of doing, must do, and having to do personal IP."
"It doesn't matter if you're not professional! Talk about people, establish trust, and choose good goods. ”
"This is the best time for ordinary people, and you can seize the opportunity by obeying the instructions!"
"Anyone who only needs to have 1,000 hardcore fans, that is, fans who are willing to pay for whatever you create, can make a living."
If you ignore these tempting slogans, according to the training camp, they have found a universal formula for the creation of personal IP, that is, positioning + platform + content + private domain monetization, "we are most important & clear about their positioning, what kind of problems can help others solve, and then through some public domain (Douyin, Xiaohongshu, Zhihu) and other platforms, release some valuable and weighty information for users (ordinary people are easy to copy the mental method), and finally guide to the private domain (personal WeChat) to achieve monetization, Forming a closed loop".
Not like Liu Yue's content all by their own groping, traffic monetization are based on luck, if you use the operation mode of personal IP training camp for example, a main business is to do activity operations of students, you can completely share their daily work content on social platforms such as Xiaohongshu, including problems encountered and handling methods, etc., while attracting fan attention, by replying to the message to strengthen fan stickiness, wait until after cultivating a certain fan base and then start classes, "just teach others how to do activities, just start to charge cheaper, For example, a person charges 99 yuan, and when it is cooked later, it can slowly increase the price."
Another example is an optical shop owner in a third-tier city in the northeast, his personal IP creation path is basically the same as the former, first share his work routine, such as opening a live broadcast to popularize the relevant knowledge of the glasses industry to fans, explain the problems encountered in dispensing glasses, etc., and then realize the realization through live selling goods, "Before, he may only be able to sell goods within the radiation range of physical stores, but now he is facing the national consumer market."
These two cases also fully demonstrate the way of thinking of the trainees in the training camp, "How do ordinary people do their own IP?" I suggest that you first think about how you want to monetize yourself. For example: full-time mothers monetize picture books, emotional bloggers output dry goods articles, foodies, etc..."
However, after listening to several open classes of the training camp, Zinc Scale found that relying only on the real-time market and successful cases learned from the lecturers was not enough for interested students to realize personal IP monetization. Of course, according to the training class, in order to get the effect of "everyone can create personal IP", you actually have to spend 5980 yuan to buy a course called "personal IP point alchemy".
Course related information
In the course information, the training course marked "take you from 0 to 1 to create a personal IP, accelerate the harvest of personal influence" and "amplify your value, so that life is no longer difficult". Specifically, the course content includes 30 formal lessons, 56 antenna training camps and 8 weeks of exclusive coaching throughout the course; the highlights of the course are "Underlying Logic: Take you to re-understand personal IP, master the core secrets of creating personal IP", "Practical Method: 1 universal formula, find personal advantages and characteristics, open the first step of IP", "Case disassembly: real trading case disassembly, Xiaobai can also understand, learn, and use".
In addition to the seemingly professional course content, the title of lecturer is also written extremely hardcore - "Internet celebrity creator", which even directly explains the essence of the course, that is, want to mass-produce internet celebrities. In the past few years, personal IP monetization has indeed achieved a lot of people who closely follow the short video outlet, but is the creation of Internet celebrities really so simple?
The things that the internet celebrity incubation base can't play, can the training class take over the baton?
A casual search on the Internet, the number of Internet celebrities who became popular overnight and then quickly fell can be said to be innumerable.
Among them, watermelon sister may be the closest internet celebrity to the lives of ordinary people. Before the fire, she, like most people, only used short videos to record her life, and when she inadvertently used "Flower Bridge Flowing Water" as background music to imitate a woman's shy look, the work quickly swept the entire short video platform, attracting praise from everyone for showing "shyness" very really, and also co-produced with her.
Driven by this blockbuster video, the number of fans of Watermelon Sister began to grow explosively, and overnight she became a short video blogger with millions of fans. But then the number of likes and plays of multiple videos failed to surpass, and even after that, the relevant data continued to dive, and the watermelon sister gradually disappeared.
Comparison of the flow before and after the watermelon sister
In fact, this is very much in line with the characteristics of the basic influencer life cycle template: in the startup stage, the uploaded video playback and likes are relatively small, and the fan growth will not be much; in the outbreak stage, a blockbuster video appears, the number of fans begins to grow explosively, and the number of videos played and liked will grow to a new height; in the cooling stage, the number of fans, video playback and likes will enter a period of stable rise or steady decline; in the stable stage, The number of fans fluctuates up and down within a range, and occasionally one or two small hits can add some more fans.
The popularity of Watermelon Sister lies in the fact that her short video works provide emotional value for everyone. At that time, the user's attention was because she had the same value expectation for her subsequent works, and if the follow-up could be met or even exceeded expectations, the user would continue to pay attention, and then change from ordinary fans to iron fans, and on the contrary, it would be closed. This explains why Watermelon Sister did not become popular later, because her explosion was accidental, and the emotional value provided at this time could not be copied, and the follow-up works could not meet the expectations of users.
Liu Yue's encounter also proves that even if the explosive content is copied quickly, there is no way to bring more exposure and attention, after all, this monotonous and repetitive simple content has not brought users an expected, or even more than expected experience, and will inevitably lose the motivation to continue to pay attention.
From this point of view, the personal IP monetization training camp that works the professional quality of ordinary people has a certain basis for success, because the sharing of work skills can bring empowerment value to others, that is, the improvement of ability in a certain aspect. The most straightforward example is the account that shares the recipes of food, from which users can learn how to make a variety of food as long as they pay attention.
But since it is IP training for ordinary people, just do daily work and life sharing can become an Internet celebrity?
Before discussing this issue, in fact, you can first look at the time when the concept of "Internet celebrity" has just emerged, and the existence of personal IP training camps is similar to that of the Internet celebrity incubation base. At that time, shortly after the rise of the online live broadcasting industry, the "net red" economy made the market very optimistic, and the internet red incubation base was also born, their training courses generally included content copywriting design, personal image creation and other skills, compared with the course content provided by the training camp, the actual only difference between the video editing technology that adapts to the development of the short video era and the content needs of the current mainstream social platforms.
Facts have proved that the explosion of many Internet celebrities is accidental and does not have replicability, which can also be seen from the gradual decline of the Internet celebrity incubation base. More noteworthy, the speed of Internet "star-making" is becoming faster and faster, and the updates between Internet celebrities are also accelerating iteration.
Still taking the food account as an example, there are also many classifications in related works, such as telling the user the recipe at a glance and directly showing the entire cooking process; showing the ordering, cooking, eating and other links in the form of sitcoms; showing the daily life of the nag family based on food; and even the popular song changing lyrics and soundtrack cooking... The classification of food that only one person can get their hands on is rolled up to such a point, what kind of "Shuluo Field" will ordinary people face when they enter it?
Even if you start from the main business, can ordinary people who are not engaged in very niche fields and have special life experiences really make a sense of difference? Zinc scale to "bao ma" as the keyword search, the results of the jump out of both daily life, but also a variety of ways to bring the baby, except for some children who need special treatment, the other looks the same.
Although the same theme, based on everyone's shooting style, will bring users a different feeling, but the shooting methods, content creativity, line design and other links need to be constantly innovated to bring users a continuous sense of freshness. This means that if you want to create your own IP account, you must not only compare with your peers, but only your own account, if you say the same thing every time, the effect will inevitably become worse and worse, and even cause some fans to resent it.
Internet celebrities cannot be copied, and the road of personal IP is far less than that of the training class. Otherwise, the Internet celebrity incubation base that has long been off the field can mass-produce Internet celebrities, and what happens to the latecomers?
END
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