Millions of likes, only 3 sales

A blogger with 150,000 followers, each video has hundreds of thousands of views, but only three products are sold in the window. Today, the author will share with you such a case of a popular but unpopular blog, hoping that you can find some inspiration from it.

Because this case is relatively simple, I will present it directly in the form of key points.

01

This account is used to give out gifts by fist-bumping on the street . It just looks for people to fist-bump, and those who are willing to accept can get a small gift.

To create such an account, the photographer needs to be brave enough to go out on the street to find people.

02

It is also a challenge for creators and a highlight for users.

For example, the audience wants to see who is photographed, how others react, whether the person being photographed is pretty, and so on.

03

Street fist bumps, street gift-giving, and asking for help actually have a common focus, which is - indifference.

Many people now feel lonely, that society is indifferent, that there is a lack of trust between people, and so on.

That’s why we extended the testing activities such as street hugging, street asking for help , etc., including some activities for social bullies and social phobias.

04

This kind of activity will spontaneously generate some interactions, so the author's likes and comments are very high.

For example, capturing a beautiful woman, her smile, her attitude when being rejected, etc., can all inspire viewers to leave messages.

So everyone should remember that short videos have a low threshold for understanding and participation, are easy to arouse joy, anger, sorrow, and happiness, and have high interactivity.

05

For the author, the cost of shooting such subjects is very low.

For example, the author will give away a small pendant every time. You can buy 100 pieces for 100 yuan on Pinduoduo, and the more expensive ones are only two yuan.

Every time I go out, if I deliver 20 as per the target, I can shoot seven or eight videos.

At present, the author does not need to appear on camera. If something really happens, he can find someone to continue filming.

06

At the same time, this subject matter is actually a good opportunity for a beginner.

Not only does it exercise my courage, but it also allows me to experience the entire process of creating an account, from creating content, increasing followers, to interacting.

07

As I just said, there are many other ways to shoot besides street fist bumps.

For example, street interviews, answering questions on the street, taking photos and printing them of strangers on the street, street rock-paper-scissors, street blind tasting, street sketching, street treats, free meals on the street, etc.

As long as you are bold, not afraid of being rejected, and can get people to participate in your activities, you will definitely have fans and interactions.

08

However, the most obvious problem with such accounts is that it is difficult to monetize them, and what to sell is a very important issue.

09

For example, the author of this account has shot more than 100 videos, but has never appeared on camera. Users have no impression of him and do not trust him.

Users only pay attention to the reactions of passers-by on the street, rather than whether someone has delivered the package today. Therefore, even if 10 people take the photo, users will not be aware of it.

Therefore, the first prerequisite for monetization is to appear in person.

10

This account only sold 3 products in its showcase. Since he had no source of goods, he just found a seasonal product - couplets - from the Selected Alliance.

But let’s change our thinking. What if we are selling the small pendant that is given in the video?

At least the sales are much more than that, as more than 100 videos emphasize this product to users.

Therefore, some accounts originally sold spicy noodles and Hunan spicy fish, but after shooting videos in the form of street challenges, their sales were very good.

Because its videos, products, and characters all appear in the videos, they continue to inspire users to challenge themselves after purchasing.

Otherwise, no matter how good your product is, if it has nothing to do with the content, it won’t work if you just put it in the window.

11

If there are no real people appearing in the show and the show is continuously shooting content on the same topic, the subsequent playback volume and increase in fans will be small.

Because for old users, passers-by either accept or reject them, and after seeing them too much, there is nothing else to watch.

Therefore, if you want to continue shooting this style of content, you must first have real people appear on camera.

The second thing is to enrich your own content. For the same fist-bumping gift-giving, can you categorize it yourself?

• Looking for delivery boys, cleaning ladies, store owners, shopping guides, security guards
• Looking for elementary school students, middle school students, college students, dancers, sports students
• Looking for boys, pretty girls, mature girls, grandmas, old men
• Looking for special professions such as police, teachers, etc.

Besides finding different people to fist-bump, can we change the venue?

For example, go to the countryside, to different provinces, to the beach, to a bar, to a barbecue stall, to a place for square dancing, etc.

Even after it becomes big, you can go to movie conferences, new car launches, Douyin annual meetings, weddings, etc.

Then, the small pendant can be changed into a chance to win a lottery, a letter, a gift, etc.

All of this is to increase the appeal of the content.

Users find emotional resonance, cognitive conflicts, etc. in different events.

12

If we follow the path we just took and enrich the content, our overall shooting ideas will become broader.

For example, you can fist bump with users to give them gifts, usage rights, discount coupons, invitations, product samples, etc. of a certain product.

For example, after fist-bumping, you get a chance to ride a luxury car for free, enjoy a high-end dinner for free, etc., and there will be follow-ups to the second and third episodes.

It doesn’t matter even if your friends play the role, because the highlight is more important than who plays the role.

13

At the same time, there are more options for subsequent monetization, such as embedding advertising into gift giving.

With rich stories and characters, directly starting a live fist-bump challenge, or conducting PK, or live selling goods would be better than the current rigid format.

Because for internet celebrities on Douyin, whether you can inspire users to follow you in consuming depends on how much users know about you, how much trust they have in you, and how much interaction they have with you.

14

So let me remind you of two points again:

Firstly, when creating a Douyin account, topic selection is very important. Don’t create content that is well received but not popular. Unless you treat it as practice, no matter how many fans you have, you won’t be able to make money.

Secondly, you must enrich the highlights of your content. Vivid characters, ups and downs in the story, prominent viewpoints, continuous conflicts, surprises, and resonance are the reasons for an account to survive.

Author: The village chief lives in Shili Village

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