Research On Tik Tok's Original Ip Creation

Contemporary young people are "aborigines" in the internet age,and interactive and social are their basic needs for information,and short videos are exactly the right docking with this demand.Therefore,under the background of the new era,it is very urgent to spread the positive energy of the society in the way that the contemporary young people like.By virtue of the advantages of fragmentation,entertainment and interactivity,the short video has rapidly grown into the tuyere of the times and gradually formed a unique industry ecology.The explosion of quantity brings a solid user base and broad development prospects,and also gives birth to a mode of operation with both communication value and commercial value.In this context,the foreign MCN model has been introduced into our country,and the MCN institution has rapidly become a new trend in the transformation and development of the short video industry.Onion Group owns the office of Ono,seventh uncle,Grandpa wait,Dr.Big Mouth and other fans nearly 10 million original IP.One of its "office ono" in less than a year on the emergence of its international visibility and influence is a domestic short video ip outstanding.Onion Group has become a successful representative of the current short video shake-up IP creation,Onion Group's original IP in the quiver short video ecology,has a very strong dissemination power,one of the advantages of successfully building IP is to obtain fans cheaper,and easier to form an industrial chain to obtain the favor of capital.Starting from the definition of the basic concepts of short video and IP,this paper comprehensively analyzes the original IP creation strategy of "Onion Group" and the practical challenges it faces by extracting the five elements of the communicator,channel,audience orientation,content and strategy,and summarizes the rules of the original IP creation of short video in the current ecological background to provide reference for the mainstream media original IP creation.At the same time,the author through the long-term short-video platform original IP to create the practical experience,combined with a large number of content analysis,finally came to the short-term video to create IP three effective ways to create.That is,accurate positioning,content production both creative and sophisticated;theme bright diversity,paradigm unity;create personalized IP,precipitation fans.