Commercial IP is the worst project this year

On the TikTok platform, the commercial IP field is facing saturation. Problems such as user cognitive fatigue and poor content service quality make it increasingly difficult to create and deliver commercial IPs. In this article, the author combines his own experience to explain to you why commercial IP is the worst project this year.

Commercial IP must be one of the projects that Douyin has used to make the most money in the past two years.

Many people want to build their personal IP, want to be internet celebrities, want to be in charge of the world, and want to hold private board meetings that cost tens of thousands of dollars.

However, I want to tell you that developing commercial IP will not only be difficult this year, but will be even more difficult next year!

Those who have spent as little as 7,000 or 8,000 yuan, or as much as 70,000 or 80,000 yuan, to learn about commercial IP, or even spend a lot of money hiring someone to help operate and build it, will ultimately lose everything.

1. Douyin does not need so many commercial IPs

It’s not that commercial IP is useless. After all, in any industry, eighty to ninety percent of people are ordinary people, executives, and do physical work.

Some people share their social experience, project views, and thoughts and cognitions through years of hard work, which are inspiring to many people.

Moreover, business finance, entrepreneurial experience, etc., as part of the Douyin content ecosystem, have user demand.

Before 2023, we can still see that Douyin has made a lot of efforts in recruiting bloggers, exposing content, and sharing traffic in order to support content and IP such as business, finance, and entrepreneurship and to balance pure entertainment content.

But in any field, things will eventually turn into the opposite when they reach the extreme. Douyin does not need so many commercial IPs, especially those amateur IPs that are not professional themselves.

2. Users are already cognitively fatigued

The vast majority of commercial IPs are on TikTok, with revenues easily reaching tens or hundreds of millions, and they don’t care about these revenues at all.

The commercial IP videos we see all tell you about making 50,000 a day, 500,000 a week, 3 million a month, and so on.

Users in the past might have believed it a little, but now everyone on TikTok owns a Ferrari or a Rolls-Royce.

Either I quit my job to start my own business, or I make 100,000 yuan a month, or I tell you the secret of making 1 million yuan with zero fans, etc.

These contents and so-called IP images have already formed an inherent perception of cutting leeks in the minds of users.

In the past, when you talked about commercial IP, people called you a teacher or a master, but now when you do commercial IP, people call you a master of deception or a master of cutting leeks.

3. How many commercial IPs have poor content service quality?

Many of the commercial IPs that are emerging now are almost cut from the same mold.

He looked very childish, with a background light, but he was saying things that were not in line with his temperament at all. He was just reading a script.

Regardless of whether these accounts have paid tuition or simply plagiarized others, they all have three fatal problems.

1. Copying content

To put it nicely, it's called following hot topics, but in reality it just means looking at what others have said about their topics, taking them back, changing the copy, and publishing them immediately.

So when users come to browse your content, they just think it’s repetitive, rather than your new thoughts and new cognitions.

2. Similar realization

It is normal to monetize IP, after all, it is for making money.

But the current commercial IP monetization is pure profiteering.

The main feature of the service is a virtual one, which is to sell so-called connections and guidance, but this kind of monetization has zero effect on paying users.

3. Zero service

Originally, the purpose of commercial IP is to monetize it, which is a project that attaches great importance to delivery capabilities.

But in reality, many commercial IPs are charged once and harvested once.

Either the money is collected and the account is no longer in use, or there is only one service and the other publicity is just verbal checks.

4. The platform will suppress this kind of IP that cuts leeks

The original purpose of the platform was to improve the content ecosystem and provide everyone with more valuable content in addition to entertainment.

But I never thought that everyone came here just to reap the profits.

And those who suffer the most are mothers, college students, small self-employed individuals, and those who are in debt and want to get out of debt.

So everyone, you see, in recent times, many accounts that share content on Douyin such as how to get rich overnight, must-do projects for moms and college students, and side jobs, will be restricted, and some accounts will be muted or banned.

Now, not only small accounts will be restricted, but accounts like Moutang, Moucan, Mouzhou, Mouqi, etc. will also be gradually restricted after facing a large number of user complaints and reports.

There is also a certain company that claims to be the commercial IP agency that understands business best and is the best at monetization on Douyin. I believe that monetization will become increasingly difficult in the future.

Because the core purpose of the platform is to provide high-quality content, rather than to provide a propaganda platform for online fraud.

At the same time, I would like to advise you not to create commercial IP casually.

Nowadays, it is not only difficult to create a commercial IP account, but it is also difficult to deliver the account. This is a typical case of damaging one's personal image and reputation.

Author: Shili Village

Source: WeChat public account "Shili Village (ID: shilipxl)"