"I'm papi sauce, a woman who combines beauty and talent."
In this era of explosive explosions of Internet celebrities and short video bloggers, this mantra should be familiar to many people. Because as the originator of short video masters or the originators of Internet celebrities, the status of papi sauce is beyond words and undoubted.
From the initial "Monday broadcast" and "irregular broadcast" continued fire, and its video patch ads were sold for 22 million "sky-high prices" in 2016, we have seen the content of papi sauce continue to gain industry recognition.
Then from the content release from Weibo to the short video platform, and a return video released in September 2020 that has completed maternity leave has reached more than 50 million views.
We have to admit that in the era of trafficization, papi sauce itself is a veritable "traffic". At any time, she is the first generation of Internet celebrities worth learning from all practitioners.
This article will focus on the three angles of papi sauce and the content model behind it, ecological changes, and operation methods to analyze this figure who stands firm in the Internet celebrity circle.
01
Content mode: Unique control of the phenomenon
In the early days, papi sauce videos were almost always updated every Monday.
The content direction of the video probably includes social hotspots, workplace discussions, and phenomenon interpretation.
For example, in the video updated on January 23, 2017, it is about the subject of relatives asking questions during the New Year in a hot social event.
In the video, papi sauce directly changed the words of how to rebuke relatives into the form of a trick, which can also be called a classic sentence.
For example, "Right, right, right, yes, no, hahahaha, hahaha, yes
"Cousin, don't look at the phone, WiFi I have long turned off" and other sentences, although it is from the 2017 papi sauce video, but today, it is very much in line with the "yin and yang people" we are discussing now, and it is not outdated.
In addition, the videos on November 9, 2018 and November 8, 2019, have been about the popular Double 11 theme for two consecutive years, exposing the complexity of the Double 11 gameplay in a satirical way.
Also on May 29, 2019, from the perspective of the relationship between fans and idols, he talked about a deformed worship of idols by fans in the current society.
In conclusion, no matter what kind of video, looking at it today, we can draw a conclusion:
The content team of papi sauce did not interpret too many single events when taking materials, but rose to a height and created for the phenomenon.
So, that's why the papi sauce video we're looking at today is not outdated.
Individual events can be time-sensitive, but some phenomena can persist for a long time.
However, in addition to the accurate and unique grasp of the subject matter, the control of other details is also an indispensable element of papi sauce that can be hot for a long time.
So we summarize the three strategies of papi sauce operation account:
1. Create for phenomena
As mentioned earlier, in the case of a single event with a short timeliness, the papi sauce team elevates the event to a phenomenon, which can resonate with the audience for a long time.
For example, in papi sauce's video, anyone who mentions the plot of the talent show has never directly called the name of the talent show, including the harmonic melody, and has never been used.
Second, fixed frequency output, irregular broadcast solid powder
Now open the Douyin account, we can find that most of the plot accounts actually publish videos at a fixed time.
Then the main update cycle of the papi sauce account is every Monday, but on other working days, there will be occasional irregular updates.
Therefore, this means that he and his team have enough time to polish and create in most cases.
At the same time, drama accounts take a fixed time to broadcast, which can also gradually improve the stickiness and expectation of fans. Once the viewing habits of fans are formed, the help for the popularity of later accounts is very great.
Third, pay attention to revealing meaning
Although most of the plot short videos of papi sauce are aimed at being funny, there are also some videos that have a high degree of revealing significance.
For example, the video on August 26, 2019 revealed that if someone around you has been "provoking", you can ignore it, the most important thing is to live well and believe in yourself.
This video, until now, is still the top work of papi sauce's Weibo.
Therefore, whether it is believing in yourself or no one is perfect, this video reveals.
However, the above three points of operation strategy, in fact, is only the basic operation means of papi sauce as the first generation of Internet celebrities, and what we want to say next is actually the top priority of the papi sauce account or IP.
02
Ecological changes: papi sauce and her biosphere
Content as the top priority of the entire IP of papi sauce, then in addition to the content theme, we can not ignore the team members of papi sauce.
In the past few years, most of the videos of papi sauce have been videos with themselves as the protagonists, but in the later stage, they have gradually joined and formed a video form of multiple characters.
The purpose of this is not only to enrich its videos, make them more layered and deeper, but also to help its team's character accounts drain.
For example, its team's Tang Malu, Huo Nifang and Zeping Zhou are all active on the short video platform (Huo Nifang Douyin has stopped updating).
Among them, Tang Malu has always insisted on operating and the account effect is good.
Tang Malu not only participated in the shooting of papi sauce video appeared the most times, but the fun of his own account was actually not worse than that of papi sauce.
The operation mode of Tang Malu account is also to create with characters as IP, and in terms of content themes, like papi sauce, it is mostly focused on social hot events and phenomena that can make readers feel interesting and resonate.
But the only difference may be Tang Malu's videos, most of which are filmed by themselves.
Taking several videos displayed on The Tang Malu homepage as an example, it can be found that the number of likes on the video is very high, so in addition to its own operational means, the traffic conversion brought by papi sauce cannot be denied.
However, behind the absorption of papi sauce conversion traffic, it is still inseparable from the main three-point operation strategy used by the above papi sauce.
Under the entire ecology of papi sauce, in addition to the papi sauce itself and Tang Malu, there are actually more short video masters, that is, papitube signed bloggers.
Not long ago, the Douyin papitube account updated a video, including the network is not red cute uncle Joey, Lingye, etc., have appeared on camera.
This also makes people wonder, how many short video bloggers have been signed by papi sauce?
According to papitube's Weibo account, there are 166 accounts that Papitube follows, and in addition to some institutional accounts, this number is also more staggering.
Papitube, a short video MCN agency announced in 2016, has been in operation for five years, but what we can remember is only papi sauce itself.
But this is not a question of whether it is its institution or a contracted blogger.
After all, in the era of homogenization, the start-up process from 0 to 1 is not easy.
According to Huo Nifang, COO of PAPITUBE, there are four main ways for papitube to incubate talents: the continuation of the papi sauce methodology, tailor-made under industrial production, boutique operation to create a head, and enhance the influence and irreplaceability of KOLs.
Based on these four main points, we can make further disassembly:
(1) KoLs that can copy the operation idea of papi sauce are directly copied. KoLs that cannot be copied are re-established for their personality.
(2) Tailor-made, that is, for the strengths or personalities of short video bloggers, establish a suitable personality and content direction.
(3) All its bloggers must have their own areas of expertise or vertical, and strive to be the head of the field, as far as possible to avoid being replaced.
Based on this, we randomly selected three accounts with a large number of papitube fans to observe.
(1) Bigger Yan Correction
Bigger Yan Correction Mainly has a long character IP, in addition to the works of product planting, there will be some other content output.
Therefore, this is mainly an account perpendicular to the field of planting grass, and other content is not the focus or the direction of the main update.
(2) Strawberry porridge with flat tires
Strawberry Porridge is a beauty account, but also a highly vertical account, the video content is mostly perpendicular to dancing.
(3) West Yunnan brother
Yunnan Brother is an account in the field of food. The quality of the video works is very high, and the shooting technique and exquisite degree are no less than that of Li Ziqi. It belongs to an account that exerts efforts on content, and is equipped with auxiliary content.
In short, regardless of whether the popularity is high or low, or vertical in different fields, papitube's short video bloggers can see that without exception, they are in line with the operational strategies mentioned by Papitube's COO.
03
How to operate: How individuals and industries will evolve in the future
Whether it is as a papi sauce individual or a papitube agency, in the vast field of short videos, it is actually a small individual.
Under the current situation of douyin's powerful daily survival and the situation of tens of thousands of people entering the game, the explosion of many strong people and strong content accounts is more or less with some luck components.
So in 2021, whether it is based on practitioners without MCN or KOLs who have already achieved little, how will they continue to devote themselves to industry integration?
We can see that in the case of papitube has strong resources, its account still has the beginning of the ceiling.
Therefore, we still have to admit that if we want to do a good job, short video bloggers and MCNs must pay attention to the following five points:
First, the explosive growth of domestic short video MCN institutions, while accompanied by the continuous explosion of live streaming with goods, MCN - short video - live streaming with goods is an unchangeable trend, MCN institutions should pay attention to the integration between different formats.
Second, MCN institutions should provide the necessary assistance for short video bloggers to help bloggers create high-quality content and quickly try to industrialize monetization, and SOP.
Third, the account operation direction of short video bloggers, as far as possible, the long-term goal is set to KOLs with influence in a certain vertical field.
Fourth, always keep in mind the importance of personality and content IP. Once a personality is formed, it is difficult to threaten itself, no matter how many competitors there are.
Fifth, pay attention to the accumulation of resources. In cases where the quality of the account is roughly similar to the means of operation, bloggers with resources tend to get additional exposure.
epilogue:
MCN institutions have long changed from the original outbreak period, evolution period and other stages to the current survival period, and it has to be said that more and more professionalism of MCN itself has been competed.
How to continue to retain accounts or institutions such as papi sauce in the homogeneous market will be an issue that will always have to be faced.
In this article, we have analyzed from the accounts and individuals of Papi Sauce to her team and company, so I believe that no matter where the practitioner is, it will be helpful to you.