Here are my answers about how to build a personal IP, which can be considered from four points: First, find the right positioning; Second, spread the explosion; Third, the platform card position; Fourth, continuous output.

Next, I will explain them one by one:

First, find the right positioning

To build personalized IP, we should consider self-positioning. We should at least become experts in a certain field and let fans know our labels clearly. There are two methods:

(1) The longboard rule

The longboard rule is the reverse of the barrel theory, and we need to find our own strengths and constantly strengthen them.

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

Work experience If we have become experts in the field, then we can directly extend the longboard in the direction of work.

For example, Qiu Ye, a PPT expert, has been teaching in a university, but he became a PPT expert in the early days and became a big IP.

Hobbies If we have strong interests and hobbies, we can grow up quickly according to our own interests and turn them into our own "longboards".

For example, Norma, the founder of high-quality food content IP "Daily Cooking", is a financial woman from Hong Kong. Later, she quit her job to be a brand of "Daily Cooking" because she loves food.

(2) the rule of trial and error

In the process of finding a position, we should not be afraid to make a mistake, but be prepared to try and make mistakes. First, we should find a mature pattern to imitate, and finally we may find our most suitable position in the attempt.

For example, papi sauce, before it became popular, it tried fashion bloggers, taking photos in the sun, long pictures and texts, and started publishing short videos with college classmate Huo Nifang under the Weibo account named "TCgirls loves to spit", which was not very successful.

I finally found my most suitable short video style, which became an instant hit.

in this process, we must go all out in every attempt.

second, spread explosions

in the internet age, we should create explosions to let more people know about you.

here we can refer to the three rules given in the tipping point

(1) the rule of individual characters

The popularity of a commodity is closely related to three kols, namely, liaison, expert and salesman. They have a special ability to transform highly specialized ideas and avant-garde information into languages that ordinary people can understand, and they can influence others through oral communication and online promotion, thus forming a fashion trend.

So we need to find KOL "hugging thighs" in the field. If they promote it, it is easy to create explosions.

For example, in many online celebrity, the content was forwarded in large size at the beginning of the outbreak, and it was slowly seen by everyone.

(2) Law of Adhesion

We receive a lot of information every day, and only a small part of it can impress us. Therefore, it is very important whether the information content has adhesion and stickiness, and whether it will promote transformation and inspire people to take action. The content we produce should be more sticky. On the basis of our own positioning, we should consider six communication elements: social currency, incentives, emotions, openness, practical value and stories.

(3) Environmental Power Law

At different times and scenes, fans or customers have different perceptions of products and content. If our content can rub up hot spots, it may cause explosive growth.

third, the platform card position

when the explosive products have certain value, we should settle in the card positions of major platforms as soon as possible to absorb powder and get the first batch of large-scale seed users. Lay a foundation for subsequent operations.

The current platforms are:

social platforms, forum blogs, news apps, short videos, live online broadcasts, sound radio stations, video platforms, barrage spitting, comic reading and so on.

Then we need to do two things:

1. Grab the bonus

Every platform has great support for the big V of this platform, so it is very important to settle in the dividend period and growth period of the platform.

For example, Xu Jinglei and Han Han in the blog era, the great V in Weibo era, the outstanding reply in Zhihu era and the tuba of WeChat WeChat official account. The support of the platform+the potential energy of the platform is a good opportunity to absorb powder quickly.

2. More interaction

There should be more interaction between personalized IP and fans, so that fans can feel concerned. This is actually the difference between online celebrity's going to an ordinary idol and an expert. It is warmer and closer to his fans. Relatively, the viscosity will be greater.

for example, WeChat official account with vegetable head.

fourth, continuous output

there must be continuous high-quality focused output after occupying the platform, so that the potential energy of IP can continue. Let's look at the opportunity. All excellent IP will continue to produce. When it stops producing, its potential energy will drop.

Similar to the "Big Clothes Brother" and "Rising Sun Masculine" which were popular in previous years,

If there is no continuous content output, it will not last as long as the fashion.

Author: Blacksmith, if you need to get more IP dry goods, welcome to pay attention to WeChat WeChat official account marketing flights.