6 major pitfalls in operating self-media IP!

This article analyzes the six taboos that need to be paid attention to if you want to become an Internet celebrity IP on platforms such as Douyin and Kuaishou, and provides very valuable suggestions for self-media creators who want to become popular through short video platforms. It is recommended for self-media creators to read.

Hello, fellow villagers. I am the village chief.

If you want to create your own media IP, you must avoid these six pitfalls.

Today, let’s talk about what you should pay attention to if you want to build your own IP on platforms such as Douyin and Kuaishou.

01 Don’t sign an exclusive contract if the conditions are not favorable

No matter which platform you are on, try not to sign exclusive contracts.

Look at big brands like Oriental Selection and Make Friends. They are still relying on Taobao and Douyin, and may even move to Kuaishou in the future.

The same applies to ordinary content creators, especially self-media such as agriculture, rural areas and tourism, which need to be more cautious.

Because the users of each platform are actually different. Although there is overlap, there is still growth.

If the platform does not provide generous conditions and guarantees, do not sign an exclusive contract.

02Don’t build many platforms, just build one well

There is no contradiction between not signing exclusive contracts and focusing on key platforms.

In addition to Douyin, there are also Kuaishou, Xiaohongshu, Bilibili, Video Account, Baijiahao, Douyu, Huya, YY and some other small and medium-sized platforms.

However, some platforms are just channels for content distribution . For example, you can see that the core platform of the app "Jiao Ge Pengyou" is still Douyin.

Each platform has its own gameplay and user preferences. Just focus on doing well on one or two based on the characteristics of your own IP.

Including the current WeChat platform, there are many accounts with over 100,000 readers, but they have almost no traffic on Douyin and Kuaishou and cannot make any money.

The purpose of not signing an exclusive contract is that if a certain platform doesn’t perform well, you can always look for another one.

03Don’t stop updating easily, keep updating regularly

If your content is not extremely high-quality or particularly complicated, it is recommended that you update it daily.

Especially bloggers of various types such as finance, knowledge, talent, comedy, life, agriculture, rural areas and so on.

One is that the competition is too fierce now, and if you are not a star, it is easy to be forgotten by your fans.

The second is that daily updates are to attract traffic from the platform and obtain continuous and stable recommendations from the platform.

I have seen many short video bloggers who can update their content two or even three times a day. Fast updates are also their core competitiveness.

04Don’t be afraid to cash out, be sure to cash out in time

You must remember that the purpose of using media such as Douyin and Kuaishou is to make money.

Instead of users teasing you in the comment section, when will you start selling products and taking advertisements?

It is better to tell users blatantly from the beginning that you are here to make money.

Dare to ask for attention, likes, fan signboards, orders, etc. It is better to start monetizing your own media as early as possible, especially for personal bloggers.

Don’t think about cashing out when your followers reach 300,000 or 500,000, because you don’t know if your account can last until then.

05Don’t just take one step at a time, but plan your monetization path in advance

If you want to make money, you must think about the future monetization path of this IP before monetization.

Whether it is based on video traffic sharing, commercial advertising, live streaming with goods, user rewards, selling courses and consultation, etc.

Designing the monetization path in advance can not only determine the style of the content, but also educate users on consumption awareness in advance.

Instead of taking one step at a time, the pool will lose money sooner rather than later.

Because when designing the monetization path in advance, another important point is to choose what kind of platform and what kind of products to sell.

06 Don’t shoot whatever you want, create content for precise character settings

Many people think too simply about IP.

I thought that as long as I registered an account, wrote an article or posted a video, I would be creating an IP.

In fact, before an IP is created, the IP itself must be restructured in all aspects to find the most suitable method for it.

For example, what kind of person is this IP? Expert? Master? Inspirational youth? Entrepreneur? And so on.

In addition, surrounding this IP, everything from the video script, the tone of expression, the performance method, the accompanying music, the costumes worn, the background that appears, etc., must be prepared for the shaping of the IP.

Just like we shared in the previous issue that Ma Baoguo’s first live broadcast sales only sold 410,000, because in its IP shaping, there is no consumption and e-commerce attributes. Ma Baoguo’s first live broadcast sales, sold 410,000.

For example, why did the village chief give himself this nickname, and why did he start with the address "Hello, fellow villagers", etc. These are all content, processes, and forms designed for IP.

So don’t think that creating an IP is simple. Without detailed planning, even if you shoot 100 or 200 videos, there will be no essential change.

Finally, I would like to emphasize that the success of an IP is not temporary.

It is closely related to the team behind it, the IP itself, the platform selection, the timing of entry, and whether it is persisted, etc.

Author: The village chief lives in Shili Village

WeChat public account: Shili Village