Fans, Net Red Writing

Under the fluorescent lamp and camera, the B station up is very "ordinary": the skin is not milk muscle, but also from time to time allergy; body is not golden ratio, and even slightly fat; expression and body language exaggeration, and often black; a Hunan plastic Putonghua, in each phase of the video will add such an opening phrase: "Hello, everyone is trying to speak standard Mandarin." Bao Jiansao.

It is such an ordinary girl who has 2 million 330 thousand fans in micro-blog, about 2500000 fans in B station, about 6000000 points of praise, and over 70 million playback volume. It has just been evaluated by B station in 2019, 100 UP owners.

It may be as she said: "beautiful beauty bloggers are too many," everyone is pretty familiar with "beautiful bloggers make up by make-up" and think that "ordinary bloggers make up a little better".

　 Ordinary bloggers are not ordinary.

When you open Bao Jiansao's B station or micro-blog account, you can see that most of the videos are played at 300 thousand stations (B stations) and 1 million 500 thousand times (micro-blog). For example, a Chinese style aesthetic? Hundred years make-up changes, 10000 yuan out of print, ancient the Imperial Palace HD live! The video was shown at B station 619 thousand, micro-blog watched 2 million 670 thousand times, and was the top second in micro-blog fashion beauty list. For example, the "super white orange girl's daily makeup I favorite face makeup sharing" B station 744 thousand playback, micro-blog reading volume of 5 million 140 thousand, playback volume 2 million 180 thousand, interactive volume of 27000+.

At B station, some of Bao Jiansao's life sharing video playback volume has reached about 2 million 500 thousand times, up to 5 million 500 thousand times up and down. For example, this is a big game! The fake Lego, which pretended to have broken a boyfriend, actually played 2 million 520 thousand times. How much can B station play 70 million? Cash in on promises! The volume is up to 5 million 434 thousand times.

Yi Bang power has noticed that at present, Bao Jiansao mainly develops on the two platforms of B station and micro-blog. The content of videos and pictures is mainly for growing up Li Zhilei, makeup sharing, dyeing and finishing experience, lovers Vlog, home life and public welfare activities.

However, her video type on the two platforms is not quite the same: in B stations, most of the playback is high life video, easy to laugh or lovers' video. Micro-blog data highlights video partial dry goods, face changing (makeup). Bao Jiansao said, "in general, every two makeup or skin care videos will produce a video of sharing class and lifestyle, but a lot of videos are from my life, whether it is makeup or skin care or sharing of life. It's my way to communicate with fans."

Behind the high playback volume is a direct pay. Bao Jiansao told the billion power that beauty bloggers from 1 to 1 million fans are particularly difficult, and from 1 million to 2 million will be relatively fast. Take oneself as an example, from 0 to 1 million took two years, from 1 million to 2 million took only about 5 months.

"The first 10 videos I did were good, but the fans were in single digits." In distress, Bao Jian chose a "stupid way": "I will go to see how others are taking videos, what kinds of videos are looked at, skin care, fashion, life, games and so on, from watching videos to watching videos."

From other people's videos, we can accumulate "net sense" to see which sentence of up can cause barrage resonance, and try to do more different types of videos, first scripts and videos. In this way, Bao Jian sister-in-law in the dormitory used simple equipment to accumulate fans to 20w+, and signed a MCN institution more than a year later (2018).

Initially, the company requested that the work of shooting and editing still need to be done personally, until the fans broke through a certain magnitude, and they were familiar with their videos. Until now, such as Han for Bao Jiansao equipped with choreographer, PR, business, promotion, brokers full range of services. And the excellent habits that have been formed before, choose to choose topics, video clips and so on, and will continue to participate in the whole process and discuss with the team.

Taking video clips as an example, the current cooperative clips have been working together for more than March years, but Bao Jiansao will still give frequent revisions. Even every video must be cut out by himself, making more detailed improvements in special effects, text and so on, and comparing it with the clipping editor, and asking him to sum up the reasons for different points and reasons, and the next video. The clip can more accurately express the contents and effects of the sword and sister-in-law. "The video I sent out now is the last thing I want to do, not to say that with a team, we can completely let go and be responsible for ourselves and fans."

"In my video, there are some forbidden words that will never be used, such as fairy makeup and mixed skin. In addition, I will introduce products from my own subjective feelings, and will usually be described as "I think, I think," and then objectively analyze the ingredients. At the end, I would like to emphasize that if I want to buy, I will do more homework, because make-up skin care really has different effects on different skin types. I just share my true feelings after using it, and do not want my fans to blindly buy. "

In addition, she and her team will do differentiated content operations for different platform attributes and fans' characteristics. For example, the same content is different from the cover and text on micro-blog and B station. Taking the theme of the makeup room as an example, the crowd on the B station is more than two yuan and more Z generation. The content of visual tension will be more suitable for their "taste". The title will be taken as "surprise!" You absolutely don't know how horrible the makeup room is. (472 thousand broadcast), the cover is the wording of the horror dressing room, while micro-blog fans are more popular. The title will be taken as the makeup interruption of the beauty blogger (1 million 370 thousand play volume).

In the video / graphic content, apart from the general contents of color test and makeup test, she will also take into account more detailed aspects, such as the effect of cross time comparison, and the creation of the atmosphere through pictures and music. A brand name should be set up, focusing on a theme, such as Christmas gift box evaluation, annual meeting party makeup, personal skin care experience, or chat dry goods as a starting point, and naturally grow grass in lively and daily dry goods sharing.

　 Large and small brands of "brand favors" at home and abroad

The manager of the advertising market tells the billion power: "there are two main forms of cooperation: one is the basic cooperation, including video, graphic and offline activities, the other is the red man joint product, the sword and sister-in-law micro endorsement and so on. Unified use of advertising fees, sub charging mode.

It is reported that the business cooperation of Bao Jian Sao is usually in two cases, either the brand side actively finds Bao Jiansao's request for cooperation, or is like the cult of Estee Lauder, Procter and gamble and other large groups of bloggers.

Among them, the second category involves the problem of matching products or brands with "sword sister". In this regard, according to the introduction, in addition to the rigid requirements of brand advertisers (bloggers' fans scale, vertical categories, fans and product target crowds), it is mainly recommended that the product's beauty and makeup will be audited to confirm its efficacy and safety.

It is understood that if there is a beauty dressing team selected by more than 20 people, the team will grade the brand promotion products recently undertaken by the company, and divide it into five grades according to the scoring criteria, which are suitable for skin quality, usage experience, little red book planting grass, Taobao reviews and other KOL recommendations. Bao Jiansao said, "at this time, I will choose the brand or product of cooperation level S and grade a."

In addition to the results of the beauty make-up awards, Bao Jian Sao will also consider competing relations. "For example, I recommended sunscreen this month, so I won't recommend similar items this month. It can't be something I recommended last time. Fans haven't received the product yet. I recommend another product of the same type, which is the consumption of fans and is not responsible."

Bao Jiansao PR added, "truth is the best person to set up. This sentence can answer the question of how the product matches the red man. That is to see whether the real life of up will use this product, which will involve all aspects of the product's skin quality, price, efficacy and so on. Product matching with up's main life scenes is a major factor. In addition, because only up's real makeup test can have the most intuitive evaluation, whether it matches its fans positioning, whether it is suitable for most people, if blindly recommended, it will only consume the good reputation accumulated before up owners.

Up to now, the company has been working with CHANEL, GUCCI, MAC, OLAY, Maybelline, Estee Lauder, L'OREAL, Yuet Mu and other famous brands.

　　 In the case of advertising marketing manager, there are three aspects of his attraction to advertisers:

The first is to meet the rigid requirements of the brand side. For example, the image of Bao Jian Sao is younger, the character is sincere and lovable, pleasing, and accords with the tonal of the brand, such as Bao Jiansao's fan rank, fan portrait and so on. It is understood that the number of female fans of Bao Jian Sao is over 95%, and that of post-90s is over 75%, mainly distributed in coastal provinces, Jiangsu, Zhejiang, Shanghai and coastal provinces.

The second is the beauty of vertical makeup and strong influence. "Bao Jiansao is bigger and stronger under the category of beauty makeup, and past cases can also illustrate her influence in the beauty field." It is understood that Bao Jian sister-in-law and Lu Wei Ya jointly produced a unit price of 118 yuan cosmetic makeup brush, sold 1 sets within 6000 minutes, 10000 sets of spot sold out in 30 minutes, double 12 day single product GMV reached 1 million 180 thousand yuan.

Third, the fans are sticky. The reason why Bao Jiansao can "grow up" on B station is also derived from "she has a high degree of fit with the users of B station".

The crowd tagging of B station is the two dimension culture, Z generation and Internet culture. They are very eager for creative content. They hope to have interconnected Internet language with up owners and have no sense of distance. And "no matter B station or other social media, fans do not exclude KOL from advertising and grow grass. As long as the products are effective and suitable for themselves, fans are willing to support it."

"And the wife's own character (lively and cheerful), image (next door girl) and conversation (dialect) are all friendly, attractive and pleasing. At the same time, they are rich in video types, including beauty makeup, skin care, life sharing, lovers ghosts, and so on. In addition, there are many" funny stems "in the video, and rich and interesting contents are more likely to attract B fans. "

In addition, she believes that "fans continue to focus on Bao Jian sister-in-law, see Bao Jiansao's content, become their growing partners, fans and Bao Jiansao will form a tacit understanding." Because the trial experience of Bao Jian's recommendation is true, and fans can get useful information from her video. As time passes, fans have a higher degree of adhesion to her. Bao Jiansao has been recognized in the fans circle, so her trial and grass planting have been recognized. This is a mutual promotion relationship.

Bao Jiansao PR also said, "no matter what platform, the red man's attitude is serious, hard and enough to understand what fans want to see, which is the core and the most basic. And focus to B station is based on the characteristics of B station crowd design video theme, cover, text content.

　　 The brand's expectation for B station lies in planting grass.

"Brand advertising is no more than two purposes, either branding or taking goods." As the advertising marketing manager said, brand expectations for different platforms are actually different.

For example, the flow of jitter (daily activity 400 million) and micro-blog (daily life 200 million +) are more concentrated in the public domain. Micro-blog's hot search or jitter is based on the algorithm's interest recommendation. The main brands of these platforms are for exposure, not necessarily for deep content, the main purpose is to let more people see products and know the brand.

Another example is Xiao Hong book as a vertical community, although the daily life is only 25 million, but the user is precise. The algorithm mechanism is mainly based on the initiative search traffic, and the brand side will choose to do grass planting on the platform and do deep content.

While the two platforms of the branding party and Taobao live are often aimed at carrying goods, but they rely on head anchors (fast Simba, Taobao Li Jiaqi and Wei Ya). Traffic and sales conversions are focused on head anchors.

Back to B station, she thought, "the commercialization of B station is still in development stage. Most of the B stations are launched for brand promotion and planting grass. And from the B generation facing the Z generation and the high stickiness of the platform users, the B station is also more suitable for planting grass, because fans are more likely to believe and accept the recommendation of bloggers.

Compared with Xiaohong book, B station is more prominent in the form of video, planting grass will be more natural, business attributes are not so strong, fans are more acceptable. At the same time, on the PC side of the B station, the head up owners are more likely to show opportunities, but the front page of the B station is still exposed according to the interest and content quality, leaving the opportunity for the middle and the rear up to avoid the emergence of "oligarchs" to a certain extent.

From the marketing point of view, whether brand advertising or effect advertising is part of brand marketing, it is indispensable. "Brand needs are different in marketing at each stage, but the ultimate goal is consumers to pay, but if you want to let consumers pay the bill, you need to have a trust process. At B station, content output through the true tone of up can help consumers build up their awareness of brand and establish communication with consumers and acquire trust.

When measuring the grass planting power of B station, it will be carried out in two ways: watching playback volume, comment quantity, praise point, coin slot, barrage, and very direct feedback from consumers in the barrage. Outside the station is looking at the diversion effect. At present, B station has no on-line shopping cart function, so the measurement dimension may be the increase of UV number in the short time. Bar search volume and so on.

　 [egg]

In the process of communicating with Bao Jian sister-in-law, the billion power asked some stories about sword and sister-in-law at B station.

1, "Hello, everyone, this is Bao Jiansao who is trying to speak standard Mandarin." What kind of stem is this?

"When I was a kid in a small county town in Hunan, I only spoke the local dialect, but my father and mother moved to the city because of their work, so I became a transfer student. When I was young, I thought I was being bullied because I could not speak Putonghua and could not integrate into the collective. Later, the fans also mentioned the problem of their Putonghua in the video, so they became a symbolic opening sentence in the following video.

2, what is the opportunity to start B station?

"At the very beginning, I wrote an article about" what kind of experience is the difference between makeup and facial expression after makeup ". I got a very high praise and a hot search, but I was told that" P is a picture "and" make-up can not have such a big effect ". At that time, I was questioned, so I wanted to prove myself with video. Just my roommates and myself prefer B station, so the first video appeared at B station.

3, why do you want to give B station to reward reward awarded by up master's incentive plan?

"My father was a volunteer captain of the local rescue team. When I was a child, he often took me to public welfare activities such as stray cats and dogs. When he had no money, he used to do public welfare by himself. Now he can make money and donate some of the money he earned."