At that time, the IP account operation idea of the Reading Platform was usually a team operation with a company attribute. To put it simply, if you want to have an IP account with an IP attribute, you must have sufficient capital investment and the ability to bear risks.
Different from live streaming accounts, the most significant features of IP accounts are: long revenue cycle, high investment, and difficult operation.
The revenue cycle of live broadcasting with product numbers is very short. You can earn profits as soon as you start selling goods. You can control risks well and the operation difficulty is relatively low.
Although it is difficult to set up an IP account, once the IP account is set up, the profitability is not comparable to that with a product number.
First of all, IP accounts can also be used for live broadcasts to bring goods, and due to the accumulation of IP attributes in advance, IP accounts have higher fan stickiness and stronger ability to bring goods, and the traffic in the live broadcast room will be far ahead of the live broadcast numbers at the beginning.
In addition, because of the fan stickiness brought about by the IP attribute of the account, Yishi users have a high degree of trust in the account anchor. They can achieve higher-level live broadcasts through brand cooperation, and at the same time, they can also charge a considerable amount of money. fee.
Furthermore, the star map advertisements tailor-made by the Reading Platform for IP accounts are also revenue content that cannot be matched by live streaming accounts.
Take Deng Jianing, the most popular cosmetics IP anchor at the moment, for example, the price quoted for a star map advertisement exceeds 800,000, and Chen Jianing has accepted 40 star map advertisements in two years.
In other words, within two years, in addition to the slot fees and live broadcast sales commissions, the revenue from star map advertising alone exceeded 30 million.
Before this, Yi Yao actually had no plans to create an IP account. After all, Yiwi's scale and capital reserves were too small, and he basically had no ability to take risks. But now, Zhang Bin's video allows Yi Yao to see the new potential of creating an IP account. ideas.
Although the picture quality captured by mobile phones cannot be compared with that of professional equipment, the authenticity and appeal of the pictures are actually not bad.
This is like shooting a movie. You must use professional photography equipment, especially commercial blockbusters. Because commercial blockbusters rely on stunning images and gorgeous special effects to attract the audience's attention.
Viewing short videos, especially video accounts with IP attributes, are essentially recording life. The relatively rough picture quality of mobile phones makes it easier to reflect the authenticity of life.
"Making an IP account, didn't Li Xiang help us with the calculation last time? We were stumped just by the money for the equipment. How could we have so much money to make an IP account?" Qin Mo looked very disappointed.
Even Li Xiang was confused. After all, he had been a photographer at Yunchuang for such a long time, and the IP account created by Yushi was indeed made with professional equipment.
"A mobile phone and a handheld gimbal are enough." Yi Yao said with excitement: "Buying IP does not require that much upfront investment. You believe me."
Seeing the confident look on Yi Yao's face, Qin Mo lost his temper and said, "Yi Yao, tell me clearly what you are thinking."
Yi Yao called several people to Zhang Bin, opened the video that Zhang Bin had edited, and asked several people to watch it several times. Then he took out his mobile phone and found the video of Chen Jianing, the most popular Douyin female Internet celebrity, and asked several people to watch it. Watched it a few more times.
"Do you feel it?" Yi Yao asked several people.
Qin Mo's face was full of confusion: "Yi Yao, what exactly do you want to say?"
Li Xiang had already noticed some differences, and there was an impulse in his heart, but he couldn't express it at all.
Yi Yao pointed to the two videos and said: "The picture quality of Chen Jianing's videos is indeed good, and the costumes, props and equipment are all top-notch. That's because Chen Jianing's video positioning is originally high-end, and she is sexy.
Beauty characters, the video content is mainly original music plus special effects and costumes. The video creates a shocking and exaggerated picture effect, so they must use professional photography equipment to achieve this effect. We...we and them
Different. Which of these two videos do you like better?"
Yi Yao asked, and Zhang Bin naturally smiled and said: "Of course I like what I took. The picture is indeed not as good as Chen Jianing's video, but what I value is authenticity."
Yi Yao immediately caught Zhang Bin's key words: "Yes, real! It is real! What we want to present is traditional handicrafts, the inheritance of masters and apprentices in the development of the times, the daily lives of traditional craftsmen, and the life of traditional craftsmen.
In daily life, what we want is reality, not shock!"
When Yi Yao said this, Li Xiang finally reacted: "Yes, Yi Yao is right. Don't you think the video shot by Zhang Bin is very informative? It's... immersive."
The skilled craftsmen of traditional craftsmen have no gorgeous editing skills or shocking special effects processing. On the contrary, it is easier for people who are accustomed to the bustling city to gain a sense of inner peace and to immerse themselves in the skills of traditional handicrafts.
.
Yi Yao did not continue to participate in the discussion. Her thoughts were clear, and she immediately ran to the side and turned on the computer to make a new project operation plan.
It was already past twelve o'clock in the evening. When several people left the company, Qin Mo wanted to ask Yi Yao to go home, but was stopped by Li Xiang: "Let her be busy. She won't feel at ease until she is busy."
Several people left, but Qin Mo stayed. Yi Yao was working on her plan next to her, while Qin Mo stared at the video on the computer over and over again.
At around three o'clock in the morning, Qin Mo had watched the two videos dozens of times, and she finally knew what Yi Yao meant.
At a time when video content is becoming increasingly homogeneous, videos showing traditional handicraft content are still scarce. Scarcity means freshness, which is enough for the account to catch the attention of some viewing users in the early stage and win traffic.
At the same time, although there is no gorgeous picture or shocking feeling, the craftsmen's daily life shows the bamboo weaving process and skills, which is more likely to be outstanding in terms of knowledge and interest.
After a night of thinking, Yi Yao initially determined the account operation plan.
The video content mainly records the skillful skills of traditional craftsmen, mixed with the traditional master-apprentice relationship, and deepens people's thinking about tradition through "rules" that are increasingly ignored by modern people.
In addition, Yi Yao also realized that he could not blindly seek novelty, but must combine the current hot video content and add hot elements.
Yi Yao thought of the character "Little Junior Sister".
Because the account is set based on the bamboo weaving market, the target group will basically be positioned as a male group over thirty years old. These people happen to be in the post-80s age group and are deeply influenced by martial arts TV series and movies. They are very interested in the "little junior sister" who is very popular.
The vocabulary of martial arts style has deep emotional accumulation.
After optimization, Yi Yao basically determined the relationship between the characters in the video content: master and apprentice, junior sister, father and daughter.
The rules are reflected through the relationship between master and apprentice, the respect for teachers and care for women is reflected through the relationship between brothers and sisters, and the traditional skills are demonstrated through traditional handicrafts.
Every detail is well in line with the inner expectations of the account’s target user, the male group born in the 1980s.
Unknowingly, Yi Yao accidentally opened up a new path. If the creation of personal-scale IP accounts can be successful, then this will surely stimulate a large number of viewing users to transform from users to "creators". Reading Platform
The user activity level and content deepening will surely reach a higher level.
Yi Yao suddenly thought of the content development of Xiaohuang Car that he had done before. The creation of personal-scale IP accounts will attract more and more viewing users to start participating in video creation. At the same time, the increase in creators also means that Xiaohuang
There will be more docking groups for the C-side development of cars.
The two complement each other and promote each other. In this way, the sales of Yiwei bamboo handicrafts not only have many more sales channels, but also add new income channels for the creators of Yushi.
Yi Yao made detailed process planning for the operation plan.
After a month of trial and error and exploration, in the first half of the month, through video content adjustments, we found the video content tags that best meet the needs of viewing users and strengthened tag attributes.
Yi Yao knows that at this stage, he will go through a lot of hardships. The adjustment of video content means the continuous adjustment of the script, the continuous adjustment of shooting techniques, the changes of editing methods, the continuous subversion of character relationships and character status. This is a very test for the team.
The process of patience and cohesion is also a process of constantly facing failure, changing, and experiencing failure again.
After finding the best content positioning, Yimu will spend a month focusing on building the IP attributes of the account, and at the same time try to launch broadcasts and sell goods.
Heiquan Community has exactly one month of orders left to complete. This kind of planning can greatly reduce the gap period in Heiquan Community and avoid production interruptions.
The first half of the month was trial and error, the second half of the month saw an increase in fans and intensification, and the second month started with sales.
Yi Yao has made a detailed plan. If the account number of fans can exceed 200,000 in the second half of the first month, it can basically meet Yi Yao's operational needs. If it exceeds 300,000, the project progress will enter the revenue period faster...
Of course, if it can exceed 500,000, Yi Yao is confident to use the reading platform to completely open up the bamboo weaving market.
The next day, I showed my project plan to several people. The project entered the substantive stage, and problems came one after another.
Who will film? Who will be the "little junior sister"?