How can I become a Tik Tok network celebrity? What do you need to do? Do you have to have a team to help you sell? How do online celebrities with millions of fans do their best?

How can I become a Tik Tok network celebrity? What do you need to do? Do you have to have a team to help you sell? How do online celebrities with millions of fans do their best? Let me tell you something. In March of 20 19, the monthly users of short videos reached 800 million, including 500 million Tik Tok. What does this data mean? It means that nearly 1/2 mobile phone users play Tik Tok every month, with an average usage time of more than 76 minutes. Please pay attention to this set of data, because where people are, opportunities are there. Indeed, where people are, opportunities are there. Why do people emerge in big cities? Besides providing some hardware conditions, more importantly, cities are places where people gather. Some people build high-rise buildings and others build roads, so someone will provide them with services of food, clothing, housing and transportation. The whole city is a huge division of labor and cooperation. All walks of life perform their duties and cooperate closely at the same time. Everyone is in this cooperation.

The focus of our talk today is how to establish Tik Tok network celebrities. You may ask, why did I become an online celebrity of Tik Tok? Internet celebrities have nothing to do with me. Don't worry, look at these questions before thinking.

Will your brand and your products be liked by more and more users? Do you want to establish your own communication position in the most active place for users? Even, do you want to share your expertise and unique skills with more people, get more feedback, and establish a growth loop for your own process research? It doesn't matter whether you play Tik Tok or not, but as a person who is curious about the world, do you want to know Tik Tok?

He Laoshi gave us a formula: network celebrity = track+personality+scene+relationship. Let's learn about it one by one. First of all, what is a "track"? To be an online celebrity, whether it is an individual or a brand, the most important thing is to choose a track. The core of choosing a track is "contrarian". The so-called contrarian is not to enter the field where the head red man has appeared, but to discover the blue ocean.

Our impression of internet celebrities is that some beautiful little brothers and sisters are singing and dancing, or some funny daily stories. Don't say you are too lazy to do it. The fact is that you can't do it either, because these two fields have been killed into a sea of blood, and it is difficult for you to be the head of these fields. Even if you become a head, the realized value of a single fan is not high. However, in the vertical fields such as education, mother and baby, tourism and automobile (key), it still belongs to the blue ocean stage, and it has the opportunity to get ahead and the value of fans is very high. Let's look at two successful cases. One is rice cake mom. Why did she succeed? Because she did these things right: first, she entered the blue ocean field very early and captured the minds of users. Second, combine parent-child communication, women's development and family relations to make content choices and continue to export dry goods. Third, it is easy for founders to establish trust flow when they leave the country. The second successful case is "Tiger Brother talks about cars". He has 1 1 ten thousand fans. What did he do right? First of all, he chose the right path. The automobile field is originally a market with many advertisers and great advertising demand. Second, Tiger Brother showed many scenes of buying a car, using a car and protecting a car in life, which was very grounded. Third, after falling into the bottleneck of rising powder, we carried out deep cultivation and secondary excavation in the automobile field, and made a number of explosions around the "luxury car" to satisfy the curiosity of users.

Next, let's take a look at what is "personality setting". The personality setting of online celebrities is essentially labeling. Because Tik Tok is an algorithm-driven platform, the food that feeds this monster is the label. Generally, there are the following routines: we will choose labels from four aspects: vision, hearing, skill and expression.

The first is vision, that is, how did you feel when you first saw this person? Is this person extremely beautiful or extremely ugly? Did he do anything particularly interesting? Sister Mao Mao, for example, is characterized by changing her identity tag every time she changes her wig.

Then there is hearing, which is actually his characteristic language, similar to dialect or mantra. For example, some videos made in Cantonese.

Then there is "skills", that is, having some special occupations or talents. Like a magic show.

Finally, the way of expression, that is, to conform to the platform attributes, you will find that all online celebrities are natural in front of the camera, and they are more willing to go out. Spring is a typical example. Self-proclaimed neutral face, attracted160,000 fans by random stalks.

Everyone has a fixed expression style, and then keep repeating it, so that others can remember you. The core of building personality is "anti-complexity". We must make a breakthrough.

Next, let's talk about "scenes". Constructing a person's personality as a "symbol" through personality setting is equivalent to flattening people. Flattening means abstraction and cosmetic surgery, which makes it unattractive. So there must be a three-dimensional process, that is, putting people in the right scene. He Laoshi summed up the relationship between the two in one sentence: "Not flat enough, not enough to become a symbol, not enough three-dimensional, not enough to produce charm." The key to three-dimensional is the creation of the scene. In other words, people don't live in a false world, so we should establish a corresponding relationship between people and the outside world. People and scenes can be super harmonious, then scenes will enhance people's design; It can also be a super conflict, and then the drama of the performance will be enhanced on the spot.

The last element of the "bigger online celebrity" formula is "building relationships", and some personality settings can exist in isolation. For example, some beautiful young ladies dance very well. She can appear alone without too much contact with others. But the life cycle of online celebrities is very short. Because once the aesthetic fatigue, fans will leave without mercy. Life cycle is longer and more valuable: personality should be set in a certain relationship. Relationship is not to present another person, but the value of relationship is to awaken everyone's natural emotional link.

He Laoshi suggested that each of us should make good use of this formula to become the expression of our own industry, and even the smallest individual should have his own brand. Because the future society is the connection between super individuals and super individuals. And the dividends of every industry tend to be good at expression. Especially in the era when 5G is approaching and short videos break out, I hope that we can all adapt to changes and embrace the trend, because "the species that survive are those that respond most actively to changes".