How to build personal IP?

On how to create a personal IP, the following is my answer, which can be considered from four points: first, find the right positioning; second, dissemination of pop-ups; third, the platform card position; fourth, continuous output.

Below, I'll explain one by one:

One, find the positioning

Creating a personality IP should consider the self-positioning, we at least become an expert in a certain field, and can let the fans clear our label. There are two ways:

(1) The law of the long board

The law of the long board is the inverse use of the barrel theory, we need to find our own strengths and continue to strengthen.

There are two directions to consider when looking for a longboard - work experience and hobbies.

Work experience if we have become an expert in the field, in which case we can directly use the direction of work to extend the long board.

For example, PPT expert Akiha, although he has been teaching in the university, but he became a PPT expert in the early stage, and then became a big IP step by step.

Interests and hobbiesIf we have a strong interest in what we want to do, then we can also according to our own interest in the rapid growth of their own "long board". ".

For example, Norma, the founder of the premium food content IP "DayDayCook", is a finance woman from Hong Kong who quit her job to specialize in the brand "DayDayCook" because of her love of food.

(2) The law of trial and error

In the process of finding a position, we should not be afraid of choosing the wrong one, and we should be prepared for trial and error, and we should find a mature model to imitate, and eventually find the most suitable position for ourselves in the process of trial and error.

For example, Papi Sauce, before the fire tried fashion bloggers, sun face beauty pictures, long graphic text and with college classmate Huo Nifang began to "TCgirls love to vomit" microblogging account to publish short videos are not very successful.

Eventually found their most suitable short video trolling style, a hit.

In this process, we had to go all out every time we tried.

Two, spread the pop

In the age of the Internet, we have to create a pop-up, so that more people know you.

Here we can refer to the three laws given in "Detonation Point"

(1) Law of Individual Characters

A kind of commodity can become popular is closely related to three kinds of KOLs, i.e., liaison, insider and salesman, who have a special ability to convert highly specialized concepts and avant-garde information into a language that can be understood by the general public, and to borrow verbal communication and network promotion to influence others, thus creating a popular trend.

So it's important to find KOLs in your field to hold your hand, and if you get their promotion, it's easy to create a hit.

For example, many netroots in the beginning of the outbreak is the content of the large number of retransmission, and slowly to be seen by everyone.

(2) the law of adhesion

We receive a lot of information every day, and only a small part of it can make us impressed. So it's very important that the content of the message has the ability to stick and be memorable, and that it leads to conversions and inspires people to take action. To be more sticky, the content we produce should take into account the six elements of communication: social currency, triggers, emotions, publicity, utility value, and storytelling, based on the fit with our positioning.

(3) The Law of Environmental Power

Different times as well as scenarios, fans or customers perceive products and content differently. If our content can rub the hotspot well, it may cause explosive growth.

Three, the platform card

When the explosive product has a certain value, as soon as possible, it should be stationed in the major platform card position to absorb the powder, to get the first batch of scale seed users. For the subsequent operation to lay the foundation.

The current platforms are:

Social platforms, forums and blogs, news apps, short videos, online live broadcasts, sound radio, video platforms, pop-up trolls, comics and reading.

Then we need to do two things:

1, to grab the dividend

Each platform for the platform of the big V is a great support, so in the platform of the dividend period with the growth of the period in the station is very important.

For example, Xu Jinglei and Han Han in the blogging era, the big Vs in the microblogging era, and the excellent respondents in the Zhihu era and the big WeChat public number. The support of the platform + the potential of the platform is a good opportunity to quickly attract fans.

2, to be more interactive

Personality IP and fans should be more interactive, so that fans have the feeling of being concerned. This is actually the net red go ordinary idol and expert difference, more warm, with the fans closer. Relatively, the stickiness will also be greater.

For example, the public number of Wabaitou.

Four, sustained output

After occupying the platform there should be sustained high-quality focused output, in order to make the IP potential to continue. Let's look at the opportunity to all the good IP will continue to output, when he stopped output, his potential energy will decline.

Similar to the previous years, the hot "big brother", "rising sun", etc.,

No sustained content output, then it is as popular as not lasting.

Author: blacksmith, if you need to get more to create IP dry goods, welcome to pay attention to WeChat public number marketing flights