Get rid of these 8 problems and cure your short video IP anxiety

In this era where everyone can make short videos, how to make a hit is a headache. This article combines Li Dan's experience of going from 0 to 1 in his talk show to find out how the short video road should go. Let's take a look~

1. How to achieve stable and high-quality updates?

The biggest obstacle for many people who aspire to become self-media people and Internet celebrities is how to update their content stably and with high quality. How do talk show hosts deal with this problem? Li Dan said: "First of all, you have to remember, remember that this is a job, not just a creation." This sentence is quite interesting. I will say it again: "You have to remember that this is a job, not just a creation."

Many creative people always feel that they have privileges, that is, they only work when they feel they have inspiration, and they don’t work if they don’t have inspiration. So, Li Dan’s colleague asked him: "Many actors still think that good talk shows rely on inspiration. Writing every day is painful, but they still can’t create good content. How can they correct this mentality?" Li Dan said: "I can only say that the most successful talk show hosts don’t think so. Don’t insist on your own ideas. Look at what is happening in the world? Among the 10 most popular talk show hosts in China, none of them became famous because of inspiration."

The colleague then asked him: "Can inspiration become stable through a lot of practice?"

Li Dan said: "No. You don't need it. You have to practice until you don't need such things. Inspiration will always come, but you can't wait for it to come."

On this point, I particularly agree with Li Ao's words. He said: "Prostitutes don't need to rely on sexual desire to receive customers, and writers don't need to rely on inspiration to write." If you think you are a professional, you can't rely on inspiration to maintain a strong desire to create.

The same principle applies to being an internet celebrity, a self-media person, a talk show host, or a writer. In order to help everyone understand the concept of work, Li Dan cited an economic principle of Nobel Prize winner Ronald Coase called "Transaction Cost Theory". Coase believed that the reason why companies exist in this world is because the transaction costs of each of us with the market are too high. Therefore, intermediaries such as companies are needed to improve efficiency and reduce costs.

If you are a talk show host, and you are talking to a bar owner, you want to be a resident here. Before Li Dan and his friends became famous, you had to spend a lot of time explaining to the boss what a talk show is and why it is funny. But when Li Dan and his friends became famous, and there was a company like Xiaoguo Culture, it became very simple to talk about this, and the transaction cost was very low. When you say I am a talk show host of Xiaoguo Culture and I am Li Dan’s colleague, the boss will be eager for you to come.

You see, this is the transaction cost theory. Why does Li Dan have such a theory? Because their company Xiaoguo Culture has had many public relations incidents in the past, such as Chi Zi's resignation, a talk show actor insulting the People's Liberation Army, Yang Li insulting men, etc.

Why did this happen? Because Xiaoguo Culture is in a start-up industry, but it is a giant company in the start-up industry.

This is a paradoxical phenomenon. You are a big but weak company. You are a giant in your own industry, but if you look at it across industries, you are a very weak company. You are very unprofessional.

Therefore, many people who have come into contact with Xiaoguo Culture feel that this company does not rely on processes to communicate, but relies on emotions to communicate and maintain relationships. This is a manifestation of unprofessionalism.

Li Dan warned all talk show performers: "When you get upset, you should think about whether it is because the company is stupid or because the market is too cruel. When you realize that this is a job, you should first do the work you are paid for. After you have delivered your work beautifully and perfectly, you can get upset."

This reminds me of the question "Why are many bosses unable to manage their own personal IP?" A very important reason is that they do not regard this as their job.

Many bosses think that I am doing personal IP for the company's brand department, to support the e-commerce department or the marketing department, and they don't realize that this is their job that they must do. When a boss holds the mentality of "doing a good job of personal IP and doing a good job of his own media is actually for consumers to understand the cost reduction of my brand, and for dealers and partners to understand the cost reduction of my company", he will definitely not be lazy and will go all out. When a boss does self-media and personal IP, you should supervise the quality of content in the same way as you supervise product quality. You should control the content production process in the same way as you control the product production process. With this attitude, you will not fail in personal IP.

The same is true for ordinary people like us. If you want to become a professional internet celebrity or a professional self-media person, you should be more of a substitute for the role of a worker rather than a creator. Only in this way can you maintain stable and high-quality updates and eventually embark on the road to professionalism.

2. How to create popular content?

Have you ever noticed that when you record a short video, as soon as the camera is turned on, you will forget the words, you will be speechless, you will be at a loss, your brain will go blank, and your computer will crash. But when you watch a talk show host, his performance on stage will be very natural and funny, and it seems that every one of his jokes is a hit. What is the secret here? After flipping through the book on talk shows, the answer was beyond my expectation.

Li Dan said the secret is to "write a verbatim script." What is a verbatim script? It means writing down what you want to say word for word and turning it into a script. This was quite unexpected to me, because in such a natural state, he actually wrote a rigid script, which seemed contradictory. But Li Dan said: "Writing a verbatim script is not to let you memorize the verbatim script, but to rehearse your performance through the verbatim script. You can carefully restore the scene you are going to perform on the stage by writing a verbatim script. This is the original purpose of writing a verbatim script. The deeper purpose is that as long as you write a verbatim script, even if the performance fails, it is a meaningful failure.

Because you wrote a script, you can find the direction of adjustment, you will know which punchline didn't work, which sentence was wrong. But if you don't write a script, even if the scene explodes, you don't actually know how it exploded.

Li Dan also reminded everyone: "Don't make it your goal to blow up the show. You have to understand that the purpose of a talk show host is not to blow up the show, but to become a stronger talk show host. If your goal is to blow up the show, many times you don't know how to blow up the show. There are many reasons for blowing up the show. It may be your state, the guests at the time may be particularly cooperative, or the audience may be particularly friendly. In short, the reasons are very complicated. But if your goal is to become a stronger talk show host, and you have written a verbatim script, you can always make the next show better than this one, and you can improve step by step."

This reminds me that if we are a short video blogger, when we create, our goal is to go viral, to have a huge volume, will we always have the next hit video? No, because you can never guess the logic of the algorithm. Almost all hits appear randomly, and even if there is human involvement, you can't guess the real reason behind it. But if your goal is to become a stronger creator, a stronger personal IP, and a stronger internet celebrity, you can find a direction. Your adjustment direction may be the ability of copywriting, the ability of oral expression, or the sense of rhythm of editing. In short, you can find the direction to exert your strength.

Since we have to write a verbatim manuscript, how do we write a good manuscript?

First, you have to learn how to revise the manuscript. Li Dan said: "We have to delete our manuscript until it cannot be deleted anymore."

What does it mean to delete until it cannot be deleted anymore?

Let me give you an example. I said a mad dog rushed towards me, yelling, "Woof woof." This manuscript is a rather cumbersome one.

If a good stand-up comedian were to perform this sentence, his script would be like this: "A mad dog rushed over, woof woof."

Do you see how many words are missing in this sentence? First, he rushed towards me, but he deleted the word "towards me". Why is "towards me" not needed?

Because this posture can be performed through facial expressions and demeanor. He also deleted the phrase "yelling loudly" because as long as the expression "woof woof" is very loud and hoarse, the audience can understand that this is called "yelling loudly".

The script for a talk show is not an ordinary script. It is not like a novel, but more like a script. The actors have to create the scenes in their minds.

Li Dan said: "Don't talk when you can use your eyes, and don't stand by and watch when you can get into the role. If you want to be a video blogger, you have to use visual thinking to write the script, and don't turn the part you need to perform into a verbal copy."

Here comes the most important question: How to improve writing skills?

Li Dan gave an example. One day he watched a video of Liu Guoliang training Zhang Jike. Liu Guoliang served the ball crazily, and Zhang Jike received the ball crazily. The two practiced for a long time. Liu Guoliang said tiredly, "This amount is enough." Li Dan was particularly shocked when he saw this video, because those were the two strongest table tennis players in the world. When Liu Liang said "This amount is enough", he seemed to have revealed the biggest secret in the world. We often think that a person can become a top athlete because he may have mastered a strong enough method. In fact, it is not. His underlying logic is whether your training volume is enough.

Li Dan said: "If this is transplanted to the talk show world, how can we become stronger talk show performers? First ask yourself whether you have enough. Can you write 5 jokes before playing with your phone in the morning? Can you revise 5 jokes before going to bed at night? If you maintain this attitude, your final talk show effect will not be bad." After reading this, I was particularly touched. I even posted a message on WeChat Moments: Don't attribute the problem of training volume to the problem of cognition and method. Sometimes we fail to achieve a goal, which is essentially the accumulation of quantity, without achieving a qualitative leap.

Why do we often fail to build our accounts? It is because we have not accumulated enough volume.

Dong Yuhui once revealed that in the first few months, there were only 4 people in the live broadcast room of Dongfang Zhenxuan, including his parents and the parents of another anchor. It was not until one day when someone suddenly entered the live broadcast room that Dongfang Zhenxuan became popular. When you become a self-media or a blogger, can you guarantee a high-quality and stable update in the first three months? If you can't even guarantee this, don't attribute the failure of making short videos to methods and techniques, because you are not working hard enough.

So, don’t take producing popular content as your goal. Our goal is to become a better blogger. How to become a better blogger? The core secret is the amount of training.

3. How to win the hearts of fans?

Have you ever heard the saying: "TikTok is full of actors?" In fact, many people are mocking short video bloggers for performing a kind of life instead of showing real life. In fact, everyone's real life is a mess behind the scenes.

This brings us to the question, why do some people believe the life described by some bloggers, while others think it is fake? Because some people only output facts but not emotions. Many times we pursue the truth, but we should actually pursue the truth of emotions rather than the truth of information. Some liars clearly speak incoherently, but their emotions are very real. Why? Because they really want to deceive you.

Some business bloggers often start arguing or quarreling within the first few seconds of their post. In fact, they are deliberately creating a certain emotion.

There are also some bloggers, such as the luxury watch blogger Da Neng on Douyin, whose expression is like "facial paralysis", which is also a kind of reality. This kind of reality is a very low-key and funny reality.

Many talk show hosts have different styles. Li Dan has a very casual style, Niao Niao has a very socially anxious style, and Yang Li has a sarcastic and sarcastic style.

But what’s interesting is that, whether it’s a talk show host or a short video blogger, although they all output different content, say different words, and the emotions and style of each person’s words are also different, the authenticity of the emotions is particularly good.

Therefore, Li Dan said that talk show hosts are essentially playing themselves. If you can play yourself well, you are a good and convincing actor.

We know that emotional authenticity is more important. How can we pursue this emotional authenticity and become more and more natural in front of the camera and on stage?

There are two tricks:

1. You need to restore the scene to the audience

For example, if you are a stand-up comedian, when you write a script, you have to imagine what you will look like when you are standing on the stage or in front of the camera in the future? What will the audience look like? How will the lighting cooperate? You have to imagine this reaction and then bring the scene in your script to the audience. Your words may be made up.

You can talk about your memories, such as my mother hit me today, or your observations, such as I saw a girl kiss an old man on the subway today. You can say that aliens came to Earth and gave me a piece of candy. In any case, your goal is to make all your performances and all the scenes seem real, and to restore your emotions realistically. When you can restore the scenes to the audience, you will look particularly credible.

Someone once asked Li Dan a question: "When you are doing a talk show, are you looking at the camera or the audience?" If this sentence is applied to an internet celebrity blogger, it means asking him whether he is looking at the script or the camera when recording a video. This answer is quite interesting. Neither is correct. If your attention is focused, it doesn't matter what you are looking at. The only important thing is that you have to think about the scene you want to restore. If you think about the scene you want to restore, you will not consider whether you are looking at the camera or the audience.

Li Dan gave an example. For example, when you are doing a talk show on stage, you ask the audience, did everyone come here by subway? At this time, you are looking at the audience with both eyes. If no one raises their hands, you will sigh and say that young people can afford cars. At this time, you may be looking at the camera to express irony. So, whether you look at the audience or the camera, it is a very natural switching state. You should not focus your attention and focus on such things. The only thing you should focus on is what scene you want to restore? What are you thinking about in your mind?

2. If you want to express real emotions, you must express the values ​​you believe in.

Why can the output of values ​​make people resonate emotionally? Because the output of values ​​is to help you find similar people, not to influence more people. Think about this sentence carefully. Values ​​are to help you find similar people, not to influence more people. When you want to find similar people, it is very easy, but when you want to influence more people, it is more difficult. What does it mean to find similar people? It means that those who believe in the logic of this value, he does not believe in you, he believes in himself, this is called finding similar people. We can define our own users or fans in this sense. If we use a scientific method to define it: users are not natural persons, users are a collection of needs.

This sentence comes from Yu Jun's Product Methodology. Yu Jun was the product manager of Baidu and Didi before. He wrote a book called Yu Jun's Product Methodology, which is highly praised by many product managers in the entire Internet circle.

As an internet celebrity or a short video blogger, your users’ needs for you are, in a sense, emotional needs. Each emotional need is essentially a resonance of values.

Li Dan gave an interesting example. He said: "If WeChat has 1.1 billion users, 900 million Moments users, and 500 million people using WeChat for payment, then the actual number of WeChat users is 2.5 billion, not 1.1 billion. Because the 2.5 billion users represent different needs, not 2.5 billion natural persons."

When we count the number of fans, we should not count them as a natural person, but according to your values ​​or the needs of users.

Therefore, the number of fans is often deceptive. The number of followers and fans does not equal the number of fans' recognition, nor does it equal his willingness to consume for you in the future. Don't regard the number of fans as a core asset of your blogger. You need to see the real value behind it. The reason why some famous Internet celebrities are so crazy about their fans is that their values ​​are sharp and have aroused widespread resonance.

For example, Dong Yuhui has always emphasized to everyone that he wants to help farmers, he is a farmer's son, he believes in the unity of knowledge and action, he is an intellectual, he loves reading, he believes in a kind of orthodox value, so he has won the recognition of many intellectuals and even literary authors. There are also short video bloggers like Ququ Da Nvren, her value is that I have no principles, all my principles have clear price tags, which is also a very sharp value, so she won her audience.

Of course, I don't agree with this value, but I just say that she is successful because of this value. How to win the hearts of fans? Although you are performing your own life in front of the camera, you must remember that the best performance must be the truth of emotions, not the truth of facts. You need to restore the scene more and express the values ​​you believe in more, so that you can be yourself in front of the camera and win the hearts of fans.

4. Final words

Remember, a qualified short video influencer never lives on inspiration. Treat being an influencer as a career and constantly hone your professionalism, and your short video IP anxiety will naturally heal without medication.

Author: Liang Jiangjun, public account: Liang Jiangjun (ID-liangjiangjunisme)