With the increasing popularity of douyin drama short videos, the content of different plot types has begun to bloom.
Among the recent popular fan accounts, the account named Igbo is very distinctive. It's an account that combines the genre of drama and humor comedy.
In this article, we will break down in detail from the four aspects of the account's personnel creation, daily topic selection, operation skills, and business monetization, which I believe will be helpful to everyone.
01
Built by people
Online, there are stories about Igbo coming to China.
According to his own interview, at first, he wanted to go to Shanghai, but he mistakenly hit and bumped into Shenyang, where the whole spelling order of pinyin began with the same "sh". Even if it were not for a friend's reminder, Igbo, who has been in Shenyang for more than a year, still thinks that his city is Shanghai.
Most of Igbo's fans, after hearing this story, were fanned by Igbo's carelessness and "stupidity".
But if you think about it carefully, although it is impossible to distinguish some jokes in the two cities for a year, it appears as a background story, which can be called a story that can be called a very good image of people.
This is the first embodiment of human design.
In many of the accounts we have talked about in the past, it is actually possible to summarize a rule, that is, accounts with background stories are often more three-dimensional and more realistic.
So how to create a suitable, easy to absorb powder, not contradictory persona?
First, look for differences
As we all know, as a foreigner, the differentiation of identity is already a small part of the plus, so how to expand this plus to a higher level, you need to create a person with a point of difference.
When regular foreigners speak Mandarin or crappy Chinese in China, although everyone will like to watch, but after seeing and laughing, it is over.
Because in our cognition, and the objective state of most foreigners after coming to China, that is, there is no difference point that triggers the turn of powder.
The style created by Igbo is to let foreigners + Mandarin be slightly modified to become foreigners + Northeast dialect, although this change is at the accent level, but the personality is high and low.
In short, when the plot account is set up, it is necessary to pay attention to the collocation of the difference points.
For example, Spicy Dezi's food account has a good response, because he breaks the pattern of "food + beauty" that often appears together, brings the audience a bright feeling, and does it is useful + interesting.
On the other hand, some female food account roles are mostly simple and simple styles, and the characteristics of videos are only limited to "useful", and they will be weak in turning fans.
Therefore, while building a persona based on the entire video, it must be in contrast with the conventional collocation.
Second, look for creative points
When it is clear that the differentiated persona you want to create, how to stimulate the creativity of this kind of persona is the content that needs to be seriously considered.
Then, through the analysis of the content of Igbo's short video, we can summarize it into the following three points:
Create contrasts;
Teaching Northeast Chinese;
Northeast dialect exchange...
In summary, most creative ideas arise from language.
But if you just shoot how funny Igbo says to the Northeast, it will gradually reduce the stickiness that the audience is happy to watch. Integrating the Northeast dialect into the plot is a good idea.
Regarding the specific creative direction of the topic selection, we will break it down in detail in the next subsection. Here is still to remind you that not all of them are foreigners, and not all of them can use "contrast", but this model we can apply.
For example, a humorous elderly person learning English is this contrasting pattern.
For example, a rough voice, singing love songs, is also a contrasting mode.
You can imagine why the love song works sung by Teacher Tengger in recent years can be frequently out of the circle, in fact, it is "contrast" to create an effect.
When you set up a person, you can consider whether there are some contrasting extensibility topics in the account field that you want to do.
Third, use hot spots to find new personnel
Recently, in the field of short videos and B stations, the singer of "Horse Pole" Ulantuya has caught fire.
The reason is that some netizens found that when Ulantuya sang the song "The Man who Sets the Horse, You Are Mighty and Majestic", every time he encountered the word "Hanzi", he pulled McCantha away or invited the audience to interact to skip the singing of the sentence.
In the end, netizens found out that many singing occasions, Ulantuya did not sing the word "Hanzi", and finally spread rapidly on the Internet with the stem of "hiding From Hanzi".
This is actually a rollover incident, but Ulantuya immediately deliberately played with the hot terrier of "hiding men" in the video that was updated in the follow-up. And from the data point of view, this wave of out of the circle has also brought a lot of heat to Ulantuya.
We often say that short videos are to have a favorite person, so if in the process of operating the account, you can follow up the hot spot in time to upgrade the person, you will gain a large number of fans.
However, there is one thing to be aware of, that is, the transformation of human design should not be too frequent.
02
Daily topic selection
As we said earlier, the biggest feature of the account is the use of Northeast dialect for topic selection.
Therefore, it can be summarized that all the selected topics are presented in the form of Northeast dialect + creative plot.
Then after detailed disassembly, it can be divided into the following two directions:
1) Character comparison topic: foreigners who are proficient in Northeast dialect and foreigners who are not proficient in Northeast Dialect
For example, in the video on June 23, 2021, Igbo said to the character of another foreign friend in the video to take him to the ground, but the foreign friend who is not proficient in Northeast Chinese (Chinese) thinks that touching the floor with his foot is "grounded".
The two characters' different understandings of the same Northeastern dialect create a plot contrast, so that the audience can have a contrasting humor after watching.
Correspondingly, it is also very simple for other short video creators to build such a topic.
Abbreviations such as "yyds" and "awsl" are now a form of colloquial language that young people are very popular, and there have always been programs on variety shows that use these words to test older stars
Then, using these words to test passers-by, or people who do not like the Internet, can also form a contrast of fun.
2) Location/country/habit comparison topics
Igbo's content, the use of "contrast" can be called "pure fire".
In addition to the contrast of Northeast Dialect, there are also many contrasting plots of life scenes in different countries.
For example, the video of June 13, 2021, with the theme of traffic jams abroad and traffic jams at home. Objectively speaking, although the countries are different in the matter of traffic jams, the final facts may not be too different.
In this topic, Ke Yibo adopted a more exaggerated plot design, adding the plot of domestic traffic jam to the plot of someone selling box lunches and snacks for the drivers of traffic jams.
The characteristic of this kind of topic selection is to show it in the same scene and different places, which is essentially a contrast.
And the clever thing is that the behavior of some people selling food in the domestic traffic jam has real news cases in the past, so under exaggeration, through the truth, it will not make the audience feel contrary to the facts when watching the short video work.
Therefore, based on these, we can also see that contrast is a more practical means of building a topic.
The above two types of topic selection categories are the main topic selection directions of the Igbo account. This is different from any account we have ever disassembled before.
We can see that the account is to play the contrast to the extreme, in the Igbo account, anything at home and abroad, can be compared.
Short video account topics only focus on comparison, often can get good popularity and results.
In addition to what we shared, there are many directions for the selection of the comparison class.
For example, before graduation and after graduation, before marriage and after marriage, this is a good comparison of topics.
It can be done in a single series, or it can be done in a small series of topics.
03
Operational skills
In addition to the content of the entire account perpendicular to the comparison attributes, there are some skills in the operation of Igbo's account that are very worth learning, and the degree of realization of these skills is very high.
1) Linkage with Internet celebrities and talents
Linkage with talent KOLs In our previous dismantlings, it has almost been confirmed that this is an operational technique that most short video bloggers will carry out.
The benefit is to expand each other's popularity and gain fans.
Then in the video on June 20, 2021, Igbo and the Internet celebrity account "I am Tian Grandma" carried out a linkage story shooting.
We believe that this is a very suitable linkage cooperation.
First of all, both are life funny drama accounts, and the overlap of fan portraits will be quite high, which is of great help to the fans of the two accounts.
Second, in terms of the influence of the two accounts, Tian Grandma has long been a classic account that has been popular for a long time, and the recent increase in fans and explosions of Igbo is also getting higher and higher, so from the spread of mutual influence, this can also be called a perfect linkage cooperation.
In the process of operating an account, if you need to link with KOLs, in essence, you still have to try to avoid linkage with similar competitive accounts, but for those who can help themselves in terms of volume and communication influence, then you can also choose to link.
2) Add a second character to enrich the plot
In this account of Igbo, in addition to Igbo himself, there is often another foreigner's role.
This form is also a more common form in account operation.
Whether it is the similar big logo we summarized earlier, as well as the account like the name Zheng Yanshun, handing over the second role to the cameraman, or directly introducing the second role like Igbo, the first thing that can be determined is that in terms of achievability, these are very high.
However, when choosing the second character and the second character, be sure to choose one that meets the plot and tone of the account.
Finding characters that match the account plot and overall tone can make the account's story more vivid and full.
For example, an account with a relaxed overall atmosphere is suitable for a person with the ability to "gag and joke", that is to say, try to choose to bring your own points of view or laughter.
Because all the characters who appear in the short video, whether it is the sound into the camera or the person in the camera, even if it is a prop, is saddled with a mission.
If the chosen characters cannot bring humorous effects, or even drive the development of the plot, then no matter how brilliant the protagonist is, the look and feel of the entire video will be greatly reduced.
In terms of details, the second character can be required to have a strong sense of camera and a sense of humor, or to set up a role that is different from the protagonist but does not make a fuss about the master.
3) One person decorates multiple corners
In addition to the objectively existing second character, it is also possible to take the form of one-person multi-role like Igbo when creating.
The shooting technique of one person decorating multiple angles is actually very simple. Here, we will introduce it to you.
1) Using the background unchanged, the two characters are shot separately and synthesized into a video
This situation requires multi-faceted collaboration of pr/ae and other software, but the disadvantage is that there can be no physical contact, but there can be eye contact and dialogue response, which is too expensive in the production of the entire short video, and it is not recommended for everyone to use.
2) The use of lens cut changes to complete
The specific way to do this is to plan the outfits and lines of two or more characters (or more characters) in advance during the process of writing the script.
Then, during the recording process, the recording is made in the order of the characters.
If you record in the order of the storyline, it will cause unnecessary waiting time such as dressups.
Therefore, record according to the order of the characters, in the process of editing, you only need to cut the lines in the script plot to a video line.
For example, in the video on January 29, 2020, Igbo played two roles in black and orange.
The advantage of this is that it can enrich the plot while retaining its own image and continuing to deepen the impression on the audience.
There are also many such cases, such as the Douyin account Lai Laocha, and the early works of the Douyin account Dong Representative, all of which were filmed by one person.
There are two more details to note about this approach to operation:
First, pay attention to the personality or personality distinction of the character
Many short video bloggers will always have a mindset when showing different roles, that is, playing any role will have a similar state. At this time, it is necessary for the characters to learn the knowledge related to performance and make themselves more camera-like.
For example, standing and walking should be steady, and how to convey the emotions of different characters through micro-expressions.
Second, an exaggerated approach can be adopted
If you encounter difficult obstacles when portraying characters, you can try to exaggerate one of the characters, so that not only can the audience experience the visual impact, but also the degree of achievability is relatively high.
04
Monetization of business
With the popularity of live streaming with goods, more and more celebrities have joined the team of live streaming with goods.
However, in order to earn a wave of fast money, some stars are not responsible for the goods, nor are they responsible for the fans, which ultimately affects their own reputation.
There are also stars who concentrate on their own careers, but just participate in a live broadcast with goods, they are attacked by netizens as "late festivals are not guaranteed".
In this online environment, monetization sometimes seems to become full of "guilt".
We believe that as long as the business that is responsible for ourselves and our fans changes, there is nothing wrong with it.
There are two main ways to monetize the Igbo account.
1. Short video implant advertising
In the June 17, 2021 video, Igbo implanted an advertisement for an alien laptop in the short video.
The way advertising is to substitute for the plot, rather than directly advertise the publicity.
In terms of frequency, there are not too many videos of Igbo implanting ads at present. Most advertisers should still be in the stage of examining the commercial value of the IGS account, but according to the current development trend, the IGBO account still has more potential in the future.
Second, live streaming with goods
Igbo's live streaming is very distinctive.
Generally speaking, the setting of welfare products or seconds is generally used on the special live broadcast of celebrities to enhance their sales data in the name of pet fans, so that the entire performance of the goods is more eye-catching.
And in terms of quantity, most celebrities will not set more than 5 models.
However, according to our observation of Igbo Live, we found that there are many welfare spikes, reaching at least ten or more.
On the one hand, this belongs to Igbo's feedback to live broadcasts and fans, as well as the means of accumulating word of mouth and increasing repurchases.
On the other hand, as we mentioned earlier, live broadcasting can only better attract business if the data is good.
But no matter what the purpose, Igbo's feedback to fans is still large.
epilogue
I believe that after reading this article, everyone must know a more classic content topic selection direction, that is, to make good use of contrast.
The benefits of making good use of the comparison can not only increase the interest, but also make up for the lack of topic selection.
Igbo's account, because it is not a native person as the protagonist, it comes with certain differentiated characteristics, but in the end, all the differentiated features are still reflected in the pleasing personality.
Therefore, how to set up a person, how to add a background story to your own person, sometimes for the help and dissemination of the account, is also very meaningful.