At that time, the idea of operating the IP account of the reading platform was usually the operation of the company's attributed team, in other words, if you want to be an IP attribute of the reading account, you must have sufficient capital investment and the ability to take 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 broadcast with goods is very short, and there is income when you start broadcasting and selling goods, which can well control risks and have relatively low operational difficulties.

Although it is difficult to start an IP account, once an IP account is started, the profitability is not comparable to that of the article number.

First of all, IP accounts can also do live streaming, and because of the accumulation of early IP attributes, the fans of IP accounts are more sticky and have a stronger ability to bring goods, and the traffic in the live broadcast room will also be far ahead of the live broadcast account at the beginning stage.

In addition, because of the stickiness of fans brought by the IP attribute of the account, the trust of viewing users in the account anchor is extremely high, and a higher level of live streaming can be achieved through brand cooperation, and a considerable amount of pit fees can be charged.

In addition, the star map advertisements tailored for IP accounts on the reading platform are also incomparable revenue content for live streaming accounts.

Take Deng Jianing, the hottest cosmetics IP anchor at the moment, for example, the price of a star map advertisement exceeds 800,000, and Chen Jianing has received 40 star map ads within two years.

In other words, in two years, in addition to the pit fee and the live broadcast commission, the income of Xingtu advertising alone exceeded 30 million.

Prior to this, Yi Yao actually had no intention of making an IP account, after all, the scale and capital reserves of Yimai were too small, and he basically had no ability to take risks. But right now, Zhang Bin's video has allowed Yi Yao to see a new idea for building an IP account.

Although the image quality of mobile phone shooting cannot be compared with professional equipment, the authenticity and appeal of the picture are not bad.

It's like making a movie, you have to use professional photography equipment, especially for commercial blockbusters. Because commercial blockbusters rely on powerful pictures and gorgeous special effects to attract the audience's attention.

Reading short videos, especially video accounts with IP attributes, is essentially a record of life. The relatively rough picture sense of the mobile phone is more likely to reflect the authenticity of life.

"To make an IP account, didn't Li Xiang help us calculate it last time, the money for the equipment alone stumped us, how can we have so much money to do an IP account?" Qin Mo looked very lost.

Even Li Xiang was puzzled, after all, he had been a photographer in Yunchuang for so long, and the IP account for reading was indeed built with professional equipment.

"A mobile phone, a handheld gimbal, enough." Yi Yao's face was full of excitement: "You don't need so much upfront investment to make IP, you believe me." ”

Seeing Yi Yao's confident face, Qin Mo couldn't bear it a little, "Yi Yao, what do you think, tell me clearly." ”

Yi Yao called a few people to Zhang Bin, opened the video edited by Zhang Bin, and let several people watch it a few times. Then he took out his mobile phone and found the video of Chen Jianing, the hottest Douyin female Internet celebrity at the moment, and let several people watch it several times.

"Do you feel it?" Yi Yao asked a few people.

Qin Mo's face was full of doubts: "Yi Yao, what do you want to say?" ”

Li Xiang had already seen 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: "Chen Jianing's video quality is really good, and the costumes, props and equipment are all top-notch, that's because Chen Jianing's video positioning is originally a high-end route, she walked to a sexy beauty design, and the video content is mainly original music plus special effects and cross-dressing." The video creates a shocking, exaggerated picture effect, so they must use professional photographic equipment to achieve this effect. We...... We're not like them. Which of these two videos do you prefer? ”

Yi Yao asked, Zhang Bin naturally smiled and said: "Of course I like what I shot, the picture is indeed not as good as Chen Jianing's video, but my value lies in the truth." ”

Yi Yao immediately grabbed Zhang Bin's key words: "Yes, true!" It's real! What we want to present is traditional handicrafts, the inheritance of masters and apprentices in the development of the times, the daily life of traditional craftsmen, and the daily life of traditional craftsmen. ”

As soon as 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 contentful?" Be...... Immersion. ”

Traditional craftsmen, skilled breaking skills, no gorgeous editing skills, no shocking special effects processing, but it is easier for people who are accustomed to seeing the bustling city to obtain a sense of inner peace and immerse themselves in the skills of traditional handicrafts.

Yi Yao did not continue to participate in the discussion, her thinking was 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, and when a few 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 be at ease if she can't finish her work." ”

A few people left, but Qin Mo stayed. Yi Yao was doing her plan next to her, and Qin Mo stared at the video on the computer and watched it repeatedly.

At 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 the homogenization of video content is serious, videos showing traditional handicraft content are still scarce products, and scarcity means freshness, which is enough for the account to catch the attention of some users in the early stage and win traffic.

At the same time, although there is no gorgeous sense of picture and shock, the daily life of the craftsman shows the process and skills of bamboo weaving, which is easier to shine in terms of knowledge and interest.

After a night of thinking, Yi Yao preliminarily determined the plan for account operation.

The content of the video is mainly to record 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 innovation, and he must combine the current video hot content and add hot elements.

Yi Yao thought of the character of "Little Junior Sister".

Because the account is set in combination with the bamboo weaving market, the target group will basically be positioned in the male group over 30 years old, these people happen to be in the post-80s age stage, deeply influenced by martial arts TV series and movies, and have a deep emotional accumulation of the word "little sister" with a very martial arts style.

After optimization, Yi Yao basically determined the relationship between the characters of the video content: master and apprentice, little sister, father and daughter.

Through the relationship between master and apprentice, the rules are reflected, the relationship between the brother and sister and the master is reflected in respect for teachers and care for women, and traditional skills are demonstrated through traditional handicraft skills.

Each key point can well fit the inner expectations of the account's target users - the post-80s male group.

Unknowingly, Yi Yao unexpectedly opened a new road, if the creation of an individual-scale IP account can be successful, then this will stimulate a large number of reading users to change from users to "creators", and the user activity and content deepening of the reading platform will surely go to a higher level.

Yi Yao suddenly thought of the content development of the little yellow car that he had done before, and the creation of a personal-scale IP account will attract more and more reading users to start participating in video creation, and at the same time, the increase in creators also means that the C-end development of the little yellow car will have more docking groups.

The two complement each other and promote each other, so that the sales of bamboo handicrafts not only have a lot of sales channels, but also add new revenue channels to the creators of reading.

Yi Yao made a detailed process plan for the operation plan.

A month of trial and error and exploration, in the first half of the month, through video content adjustment, find the video content tag that best meets the needs of reading users, and strengthen the label attributes.

Yi Yao knows that in this stage, there will be a lot of grinding, video content adjustment means the continuous run-in of the script, the continuous adjustment of shooting techniques, the change of editing methods, the relationship between the characters, and the continuous subversion of the state of the characters, which is a process that tests the patience and cohesion of the team, and it is also a process of constantly facing failure, changing, and experiencing failure again.

After finding the best content positioning, Yiwipe will spend a month focusing on building the IP attributes of the account, and at the same time try to start broadcasting and bringing goods.

There is still a month of unfinished orders in the Black Spring community, and such a plan can greatly reduce the gap period in the Black Spring community and avoid production breaks.

In the first half of the month, trial and error groped, in the second half of the month, the fans were strengthened, and the second month was launched.

Yi Yao made a detailed plan, if the number of account fans can exceed 200,000 in the second half of the first month, it can basically meet Yi Yao's operational needs, and if it exceeds 300,000, the project progress will enter the revenue period faster......

Of course, if it can exceed 500,000, Yiyao is confident that the bamboo weaving market will be completely opened with the help of the reading platform.

The next day, I showed my project plan to a few people, and the project entered the substantive stage, and problems followed.

Who will shoot? Who will be the "little sister"?