1. How does Douyin design the “human” characteristics of personalized IP?
IPs that have been verified by the market can establish close ties and deep credibility with users, and can achieve deep emotional communication, allowing users to feel that they are communicating with a person, with warmth and response. This demand is inevitable in the development of commercial society. Why do we say that?
China has gone from a shortage of materials in the 1950s to a dazzling oversupply of goods today. Basic usage needs have been oversatisfied. Users have great autonomy to choose. They also want to communicate with the provider to achieve social satisfaction. Therefore, from the perspective of users, give your short video warmth, even brand packaging, and have a “personalized” shell. This “personalized” shell needs to be systematically designed with the help of the following four dimensions.
(1) Language style: where are you from. For example, do you have a noticeable accent, as well as your tone and timbre.
(2) Body language: What are your eyes, expressions, gestures, and movements like? Do you have your own personality? Are you open or reserved? Are you quiet or rich?
(3) Signature movements: Are there any recognizable movements that appear frequently? This item requires deliberate planning in the later stage.
(4) Personality name: The more catchy the name is, the better, so that others can remember you. It is best to incorporate some of your emotions, personality, hobbies, etc.
The above are all shell designs that focus on external cognitive symbols. If you want to deeply root in people’s hearts, you have to learn from the display of a person’s inner values.
Second, the personality factor should represent “human psychological needs”
Whether it is verbal language, body language, or the way a person interacts with the outside world, there are different values behind it. For example, people’s personality, values, class attributes (kindness, sincerity, courage, tenacity, struggle, tolerance, open-mindedness, ingenuity, personality, pursuit of perfection, superior people, vulgar people), etc.
These can arouse spiritual resonance deep in people’s hearts, because what people sometimes pursue in a complex society is nothing more than the recognition of personality and spiritual level.
Take “Little Monk Yichan” for example. Two monks, one big and one small, dismantle worldly emotions, allowing people who seek spiritual sustenance to get emotional relief. Borrowing Zen to talk about emotions is quite convincing; and “Duoyu and Maomao Sister”, who has more than 30 million fans, combines the common personality and psychological characteristics of women, cleverly portrays a role that is highly recognized by female audiences, making people call “the content is too real” and gaining strong recognition from users.
Not only Douyin works are like this, but all cultural products have such characteristics, such as the Forbidden City derivatives, which cater to people’s spiritual recognition of traditional culture; Harry Potter satisfies people’s yearning for different spaces; Huang Bo, who is well-known on the Internet, is praised for his yearning for harmonious interpersonal relationships.
Before planning a personalized IP symbol, you must establish your inner things, and then constantly feedback and adjust in the actual operation process. People all expect an idealized self. In their attention and love for various IPs on Douyin, users often unconsciously complete the process of shaping their “idealized self”. This is something that requires everyone to spend time to deeply understand.