—— In 219, I just got to know Xiaohongshu, and I tried to share my weight loss experience, because I successfully lost weight from 128 kg to 1 kg, without taking medicine or dieting. However, after the video was filmed for six periods, it didn't "earn" me as much as the traffic of Little Red Books was said.
—— In 22, because of the epidemic, I didn't think about running Xiaohongshu again for a whole year. Until the end of the year, when the company needed to publicize, I registered the company's little red book account, and as a food sharing, I studied a lot of content expressions. Finally, I found that there were products, positioning and materials, and everything was ready, but I didn't have time to focus on operation and update.
-In 221, I walked out of failure and looked at Little Red Book again. A sister of 5+ fans told me that she had realized tens of thousands in Little Red Book, and it was unconscious. She is going to make a little red book with the company's products, which aroused my great interest.
—— In 222, I felt that the platform positioning of Xiaohongshu had changed, from sharing and planting grass to content marketing, live broadcast of talents with goods, link interface of shopping malls and so on. I also saw that more and more accounts in the same city have hundreds of thousands of fans here, and I began to believe that amateurs can also be realized.
I have studied it for five months since last October. At first, I positioned "Emotion" and wanted to be an account for love guidance. Later, I felt that I couldn't find my own content model (there was no reliable input channel to support my long-term operation). Later, I saw that there were "contract photographers" in the little red book, and I added two free contract photographers. I want to be a "real estate agent" real estate account, and attract others to the sales department to punch in and take photos through good-looking photos. But this idea was soon abandoned (time, props, themes, ways of realizing everything need to be polished again, and my personal advantages are not outstanding).
after two positioning overthrows, I once again looked at the field of emotional accounts and asked myself, "Do you want to do love daily, and by the way, do you want to do a gourmet shop?" But when I first started falling in love, I didn't look like I imagined. I often lost my temper with my boyfriend, and I was suspicious and sensitive. In just one week, I didn't have the idea of being a lover.
1. What field do you want to do?
-career growth
2. What areas are you good at?
-learning and growth field
3. What's the situation in this field? (head, waist and tail, upper limit, realization)
-A large number of KOLs poured into the video realization track, and the traffic at the head and tail was very large, so it was difficult for the waist KOL to break through the creative bottleneck. Want to rush to the head to test the IP building ability of operators.
1. where does the content come from? (Hotspots, thoughts and fans' questions)
—— Hotspots: topics/explosions of creators in the same field of Little Red Book, Tik Tok
——— I think: boss directly hired, Zhihu, and product managers look for workplace issues that their peers pay attention to, and refine the content
——— Fans ask: Hot likes and their own concerns
2. Can we build a content pool? (which content is watched more, which content is watched less, and which content increases quickly)
—— Make a special plan for the content pool before selecting the topic and shooting, so as to make the execution steps more efficient.
-don't blindly rub hot spots, choose content that is consistent with your own positioning and suitable for you, and avoid sensitive topics.
3. What tools can be used to help output better content? (data analysis, copywriting, pictures, videos)
—— data analysis: thousand melons data, gray dolphin data, idata, cicada mother data, Xinhong (new list), cc data
—— copywriting: rhyme inspiration, neighbor vocabulary search, sentence easy network, copywriting dog
——— picture: Wallhaven. Vision china
-video: short script, script network, finding lines, love network, trailer world
-auxiliary category: voice dubbing of ox film, efficient one-click watermarking (small program), music network, office resources-sound effects
1. What content do fans like to watch? (For example, who do fans pay attention to besides themselves? )
2. How to stratify users? (Ordinary fans, active fans, core fans)
3. How to cultivate fan users? (How to turn fans into iron powder? )
1. Management mechanism of the platform
2. Flow mechanism of the platform
3. Functional mechanism of the platform
1. IP design (name, avatar, characters, people's design, artistic style, etc.)
Name: Xiong Shanshan loves to learn
Avatar: panda headgear (male)
Text. Knowledge blogger
Art style: sense of variety
2. IP values:
I want to do something really meaningful. Let's find something great together and make others love it as much as we do. This process will definitely make life more valuable.
3. IP operation (brand cooperation, etc.)
Carefully choose the track direction and cooperative brands.
1. what are the ways of realization?
-knowledge payment: refining your own courses or cooperating with other knowledge payment platforms
-video delivery: you can sell products that match people's positioning through video applets or live delivery
-advertising revenue: you can earn advertising revenue by receiving advertisements from merchants and completing filming
2. Is it compliant to realize cash?
-compliance.
3. How does the realization affect you?
-greater challenges, higher content requirements, and good conscience recommendation for fans. Make progress to a higher level.
Life is like a glass of wine full of desire, which is bitter in the throat but fascinating. If you can't feel at home in the glitz, then pour out the wine in the cup and start again.
Make the resumption a routine action, every day, every week, every stage, good and bad, regrettable and lucky, accept it calmly and move on!