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抖音网红背后的男人:一年打造50个账号,最穷时兜里只剩...

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发表于 2019-7-21 13:24:27 | 显示全部楼层 |阅读模式
抖音网红背后的男人:一年打造50个账号,最穷时兜里只剩5块钱
抖音并非你想象中“单纯”。
天下网商记者 王彦之
在众“抖友”心中,抖音女神及各类趣味账号,都是在屏幕另一端的独立个体。然实际上,许多账号背后,有专业化团队做“一条龙”运营,视频中不变的主角,可能只是团队邀来的长期模特。
“我们运营一位68岁高龄‘时尚小姐姐’的抖音账号,15条视频每天涨粉15万,当地人知道她开了一家实体店,踏破了门槛。”颜东烧着茶说道,他在杭城经营MCN机构,专为企业提供快手、抖音代运营服务,“某乡镇女装店,原本一天只能卖几件衣服,经抖音引流,年营业额超1000万。”
“具体有哪些账号呢?”记者问道。
颜东面犯难色:“实在不能透露,这是商业机密,用户只会以为是个人账号。”
生意场上的“老实人”:谈着千万大项目,钱包只剩5元钱
在杭城短视频圈子里,颜东小有名气,由于常“传道授业解惑”,被称为“大师兄”。
做这行,赚快钱的太多,靠谱的太少,不管甲方之前咨询过几家机构,只要和他面谈过,无一不被其专业性俘获。更何况他有着山东人典型的大高个,梳起油头穿上衬衫,很是“拿得出手”。
在创业道路上“屡败屡战”的颜东
35岁的颜东,曾经在创业道路上屡败屡战,土木工程系毕业后在工地上呆了几年,做过化妆品经销,开过40家淘宝店卖牛仔裤,也被返现平台骗过钱。不过,他创业屡次夭折的原因并非业务萎靡,而在于性格“实诚”,或者说,真诚不设防。
每当生意有了进展,便有朋友杀出来要“投资”,颜东每每欣然同意,选择合伙人的不慎重,最后都是惨淡落幕,这样的情形已不下三次,“虽然被伤害这么多,但这就是真实的我,就是坦诚到无以复加。”
不过,真诚也为他带去了广泛的人脉,加速后续事业发展。
如今,颜东仍维持他真诚的“作风”,2019年6月14日是一个难忘的日子,那天,他仅有的财产是账上的5.58元,“公司账上是有钱的,但做事情的话,公司的钱就是公司的钱。”
凌晨,颜东截图记录下“贫穷时刻”
只要有需求,不论做PPT还是打下手,他都亲力亲为,真实还原了什么叫“白天做老板,晚上睡地板”。
一年打造50个网红账号,每月盈单产值百万
这样的人一旦找对方向,便野蛮生长。
据抖音年度大数据显示,2018年,抖音月活用户破5亿,“抖音5分钟,人间1小时”一度为人所热议,各类账号的商业变现也加快了步伐。
“抖音已经成为非常大的市场,7.9元包邮的牙刷,通过一条几分钟的视频,能卖80万单。还有商家用25个矩阵账号卖樱桃,营业额4000万元。” 颜东举例道。
抖音已经成为非常大的带货市场
趁着风口与市场缺口,他在2018年迅速切入短视频行业,成功打造50余个网红账号。目前,最主要的盈利来源是企业抖音账号打造,月盈单产值达百万。此外,利用抖音的高流量,结合淘宝客变现也是盈利方式之一,通过推广,机构能拿到佣金分成。
“不过这个行业未来最值钱的,是MCN机构能拥有多少自己的账号,现在我们正全力在做。”他补充。
颜东签单的优势,一为良好客户经营,二则是内容打造的“杀手锏”。
专业化内容制作小组一般有7人,包含导演、编剧、摄影各一位,文案、剪辑各两位,能承载5到10个精品账号打造。目前,在山东和杭州,共有8个这样的小组,由内容经验丰富的合伙人郑伟把握,他身形瘦长,穿戴大金链,颇有些“道上人”的气质,不过坐下来接受采访时,大约由于紧张,突然变得文气起来。
内容负责人郑伟
郑伟介绍道,短视频初期定调、定版最为关键,前三个视频用于测试,如果受众反馈良好,之后保持更新优化即可。为某生鲜电商打造账号时,从创意策划到第一支视频产出,前后耗费近半个月时间,一个月后,账号评论达14万,曝光过亿。
“但目前我没有特别满意的案例”,他抱怨。同世界上所有的“乙方”一样,团队在预算和创意上“备受掣肘”。
当然,也不乏沉浸创作的时刻,“几支团队用一星期打磨剧本,为创意争吵,据理力争,特别有意思。”在郑伟看来,一件事“不顺利”才能成就完美,如果过于顺利,反而会觉得发慌。
内容团队正拍摄短视频
有了内容和市场需求加成,最近,颜东团队拿到千万融资,并正筹备下一轮,他认为,短视频风口衍生的盈利细分赛道不下几十种,至少还能火上5年,而这次,成功不会弃他而去。
“我觉得你可以来做兼职,帮我介绍客户。”临走前,醉心事业的颜东又为“开拓市场”做了一把努力。



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