A successful IP always has a lot to learn from. Today's dismantled tuba is "Zhu Xiaohan", which became popular with the filming of the father-daughter relationship video, 3 million followers in 5 days, 35 million sales in a live broadcast, 48 million+ Douyin fans, and became the head of short family funny videos IP.
Although the funny skit seems simple, it interprets the joys, sorrows and sorrows of ordinary people, which can easily trigger the audience's sense of intimacy and recognition, and is more likely to resonate. There are higher requirements in terms of acting skills.
Moreover, compared with other genres such as beauty makeup and gourmet food, the volume is still small, especially in the short video field such as Douyin, the development of funny short dramas is not mature, and it is not easy to survive. So, how did Zhu Xiaohan counterattack?
Next, we will dismantle it in detail from three aspects: account positioning, content operation and commercial realization.
01 Account positioning
Zhu Xiaohan started the update in May 2018, and the early positioning is still very vague. Looking at the bottom of the video, it is not difficult to find that Zhu Xiaohan's first video is of her dancing in a shopping mall. The response to this video was mediocre, and the attention was not high.
Therefore, the team decisively chose to transform. After exploring, they deeply felt that the method of simply imitating popular videos was not applicable, and it was difficult to obtain traffic, let alone popular models.
For an account, the clearer the positioning and personality labels, the easier it is to create content. Based on the early experience of building a horizontal-screen short video team "hilarious brother-in-law", they decided to return to the plot content that they are good at.
I tried many different things and kept trying and country email list making mistakes, until a video about the story of "plastic father-daughter love" exploded and attracted the first batch of fans. The positioning of the account was gradually clear, and the setting of the light-hearted and funny family melodrama began. .
Based on this, and on Douyin at that time, there were relatively few content creations about family sitcoms, and the crowd base was getting bigger and bigger. After the video became popular, the team finally decided and embarked on the competition of relaxed family comedies. Dao is even more of a first mover, taking advantage of this advantage to strike while the iron is hot.