Along with the rise of the short video wave, more and more short video content creators have flocked to the short video track. Many IPs in the field of short video have gradually shown their powerful ability to attract fans and become popular on major short video platforms.
As the young generation of post-90s and post-00s gradually become the main force in the consumer market, the secondary culture loved by young people has also started to enter the mainstream culture market, showing more and more potential.
As a head virtual IP, Ichizen Little Monk, two days ago, also spread the news that the video number fans exceeded 2 million. Up to now, the highest single video broadcast of the video number of Yizen Little Monk has reached nearly 300 million, and the number of likes has frequently reached 100,000+, and the fan base of the whole platform has reached nearly 100 million.
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In the highly competitive short video battlefield, how exactly does a virtual IP like “Yizen Little Monk” attract nearly 100 million fans and stand out among many other IPs?
Those virtual IPs that have attracted countless fans
Thanks to young people’s love for secondary culture and the pursuit of personalization, Yizen Little Monk, InuYasha, Hatsune Miku, Lotte …… These virtual IPs have been given the opportunity to develop and have attracted a lot of fans on major platforms, with good data performance.
These virtual IPs belong to different categories, including anime image virtual IPs represented by Yizen Little Monk, star image virtual IPs represented by Taosman, and voice idol virtual IPs represented by Hatsune Miku.
1、Anime image virtual IP
Anime image virtual IP, that is, virtual IP in the image of animation, such as the little monk of Ichizen, Piglet and I am not white food that we have mentioned.
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These virtual IPs are mainly active on short video platforms, often with their own fixed persona and video style, as a starting point to complete the content output.
Among them, Yizen Little Monk mainly focuses on healing style, and the content is mainly about the emotional problems that young people are concerned about today, and the output is often warm and healing, but also hits the pain points of fans. Piglet is the main nerdy style, mainly to tell the daily story, warm and cute image, interesting plot to attract a lot of fans. I don’t eat for nothing is the main comedy style, specializing in the field of food, each episode a food cold knowledge, successfully shaped a cultural heritage of the field of food virtual IP.
2、Star image virtual IP
Star image virtual IP, as the name implies, is a virtual image tailored to the star. This kind of virtual image IP is often created by brands or platforms that want to leverage the influence of stars to complete IP creation and marketing.
Huang Zitao and his virtual image Taosman, Dili Hotba and her virtual image Dili Lengba, Yi Yeye Qianxi and his virtual image Thousand Meow, Zhang Yixing and his virtual image Xiao Z ……
The development of virtual IPs of celebrity images is an exploration and upgrade of the way celebrities and brands cooperate for content co-creation. By doing so, it can successfully expand the user circle for stars and brands and bring greater imagination.
3、Voice idol virtual IP
Voice idol virtual IP is more realistic and more idolized. This kind of IP includes Hatsune Miku, Lotte, and Mamoru, etc.
Hatsune Miku is a voice idol born in 2007, double ponytail, green hair and super short skirt is her iconic image. Lotte is a virtual singer-songwriter, the original singer of “Dara Avalanche Bar” covered by several singers is Lotte. The silent sauce, on the other hand, is a virtual IP born on a short video platform, born with a companion persona, a little confused and a bit of a foodie personality, which also added the identity of a songstress in the process of development.
The powder attracts nearly 100 million
What do they rely on?
1, to create a personalized persona
Want to create a virtual IP popular with the majority of netizens, you must first clarify the persona. To win the love of young people who pursue personalization, it is necessary to establish a personalized and distinct persona for the virtual IP. According to the needs of the target user group to determine the virtual IP persona, according to the persona of the content output, so as to accurately capture the fans.
Ichizen Little Monk has a distinctive persona, with characteristics that distinguish it from other IPs. When it comes to Little Monk Yizen, the image that comes to most fans’ eyes is that of a young monk who is not deeply involved in the world and is full of curiosity about the world, and that of an old monk full of wisdom, Huiyuan. Through the mouths of both the young monk and the old monk, a lot of emotional truths are conveyed, which is warm and healing.
2、Stable and continuous output of original pop-up content
After establishing a distinct persona, the content becomes the focus of deep plowing of virtual IP. In the era where content is king, only when the output is of high enough quality does it have a chance to become a hit, and the continuous and stable content output can further enhance fan stickiness, achieve fan retention, and further attract the attention of new fans.
The short video discussion topics can often hit the pain points of users and trigger the emotional resonance of fans: what is “life is like the first sight”, how to live a transparent life, how to wait for others to love you, rather than actively love yourself…
At the same time, in terms of the frequency of content output, Yizen Monk also does not relax at all. With the continuous output of four quality short videos a week, Yizen Xiaoshang has more chances to become a hit. Up to now, the interaction volume of Yizen Xiaoshang’s short videos often reaches 100,000+, and the highest number of likes for a short video even reaches 17,516,000. The stable update frequency and quality content have successfully accumulated nearly 50 million fans for it in the ShakeYin platform.
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3、Create a network-wide influence
Only limited to a certain platform for content output and fan accumulation, the fans and influence that can be gained is limited. Therefore, to maximize the precipitation of fan assets and expand the influence of virtual IP, it is necessary to spread the content of virtual IP to various platforms and attract fans extensively in different platforms.
The head virtual IP, Yizen Little Monk, not only maintains a high frequency of content output on the ShakeYin platform, but also opens up other platforms, Weibo, WeChat public number, WeChat video number, B station, Xiaohongshu and other platforms, and its quality content further completes the accumulation of fans for it on all major platforms across the network, expanding the influence of this virtual IP.
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Through the establishment of the persona, the continuous output of quality content and the coverage of the whole network platform, the virtual IP has successfully achieved the retention of fans and the addition of fans. The success of these virtual IPs also provides a successful paradigm for more entrants in the short video field.
How easy is it to make money from fans?
How to complete the flow of virtual IPs to cash in
Nowadays, the fans of Yizen Little Monk have reached nearly 100 million, Piggy Little Fart has accumulated more than 10 million fans, and Hatsune Miku and Luo Tianyi are constantly out of the circle because of their brainwashing songs.
These virtual IPs have more possibilities by virtue of their longer life cycle and stronger plasticity. But next, in addition to improving the value of content and traffic, how can these virtual IPs enhance their commercial value, successfully realize the traffic they have gained, and further extend the life of the IPs?
We found that many virtual IPs had already explored their own path to cash before we asked this question.
1、Short video advertising
Most of these virtual IPs are born on short video platforms, so the short video platform’s own way of cashing in – implanting advertisements has become their most basic way of cashing in.
Whether it is a Zen monk, I am not white food or silent sauce, so far, they have been through the short video advertising to bring goods, or in the short video soft implantation of commodity information, or directly into the hard advertising. This way of realizing, for these virtual IP, is undoubtedly the most simple and direct.
2、Live broadcast with goods
Live-streaming is an advanced way to cash in on these virtual IPs’ accounts, either by live-streaming their own virtual images or by cooperating with real anchors to explain and sell their products.
This approach was also explained in our previous article: “Virtual Idol Live Streaming, Is it Sustainable? . In this way, these virtual IPs activate the purchasing power of the secondary fan base, revitalizing the new fan economy, and also more directly and visually promote the flow of cash.
3、Manufacturing IP derivatives
The production of IP derivatives is a more costly and complicated way to realize. Through the production and distribution of IP derivatives, these virtual IPs can further expand their voice and complete the circle.
In 2016, Dayu Network launched a derivative cartoon of the monk, which was broadcast on major video platforms and received excellent results. As the influence of Yizen Little Monk gradually expanded, a comic of the same name was also developed. This year, Yizen Little Monk also crossed over to the tea industry and launched the “Past if tea”, allowing its IP to further differentiate and get out of the circle.
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The exploration of these ways of cashing in highlights the efforts of virtual IPs in seeking growth in commercial value. Not only Yizen Little Monk, but also virtual IPs Piglet Fart and Hatsune Miku are trying to explore ways of cashing in traffic to extend the life of IPs.
Nowadays, many virtual IPs have relied on quality content to achieve the accumulation of fans and traffic value, but many virtual IPs are still lacking in terms of how to extend the life cycle of virtual IPs and maintain the vitality of IPs.
In the future, virtual IPs should not only deepen their content, but also explore on the road of traffic realization and discover more diversified ways to realize the value of IP in order to release greater IP value.
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