济南短视频运营|2026年IP五大趋势揭秘

　　Jinan Short Video Operation | Revealing the Five Major Trends of IP in 2026

　　2026年80%的IP会完蛋，剩下的20%会挣得盆满钵满。为什么呢？因为新一年的游戏规则已经完全不一样了。我花了三个月时间总结出了2026年IP的五大趋势，每一条都会决定你能不能挣到钱。

　　By 2026, 80% of IPs will be ruined, and the remaining 20% will earn a lot of money. Why? Because the game rules for the new year have completely changed. I spent three months summarizing the five major trends of IP in 2026, each of which will determine whether you can earn money.

　　，放弃流量幻想，聚焦精准获客。过去我拍过很多那种几十秒播放量非常大的爆款，但是没用，没有任何转化，导致我停更了好几个月，因为光投入没有产出，拍不下去了。后来我想明白了，与其做十条百万播放量的爆款，不如做一条三到五分钟的内容，可能播放量不是很高，但是能够精准的击中目标人群，筛选出精准客户。来十个精准客户，远远好过100万的吃瓜群众。爆款是赔本赚吆喝，精准才能够拿到真金白银。

　　Firstly, abandon the illusion of traffic and focus on precise customer acquisition. In the past, I have filmed many popular products with high views in just a few tens of seconds, but it was useless and did not generate any conversions, which caused me to stop updating for several months because I couldn't continue filming due to the lack of output from the investment alone. Later on, I realized that instead of creating ten million views of popular products, it's better to create a high-quality content that lasts three to five minutes. Although the views may not be very high, it can accurately target the audience and filter out targeted customers. Ten precise customers are far better than one million onlookers. Explosive products are a way to make a profit at a loss, and precision is the key to obtaining real gold and silver.

　　第二，做少而精的深度价值交付。过去卖课给客户搞了很多干货，他们学了很多，但是很难落地。现在的客户不会因为你干货多而买单，只会为解决具体问题而买单。现在不要给客户交付太多，聚焦他们的一两个关键问题解决彻底，他们就愿意给你付高价。像我的很多客户，他们光学一个批量成交，就愿意付几万块钱。从多而浅到少而精，这个是IP的必然出路。

　　Secondly, deliver in-depth value with minimal effort. In the past, I sold courses to customers and provided them with a lot of practical knowledge. They learned a lot, but it was difficult to put it into practice. Customers nowadays will not pay for you just because you have a lot of practical knowledge, they will only pay for solving specific problems. Don't deliver too much to customers now, focus on solving one or two key issues thoroughly, and they will be willing to pay you a high price. Like many of my clients, they are willing to pay tens of thousands of yuan for a bulk transaction in optics. The inevitable way out for IP is to go from being shallow in quantity to being refined in quantity.

　　第三，短视频和直播必须一起搞。经常有人问我到底先做短视频还是先做直播呢？这个问题不用纠结，成年人不做选择，既要还要。短视频负责种草筛选精准客户，直播负责深度沟通完成转化。单靠短视频转化效率很低，单靠直播信任度不够，获客成本太高，两者结合才是解。

　　Thirdly, short videos and live streaming must be done together. People often ask me whether to start with short videos or live streaming first? There's no need to dwell on this issue, adults don't have to make choices, they still need to. Short videos are responsible for seeding and screening accurate customers, while live broadcasts are responsible for deep communication to complete conversions. Relying solely on short videos has low conversion efficiency, insufficient trust in live streaming, and high customer acquisition costs. The combination of the two is the optimal solution.

　　第四，用投放抢流量。如果现在还想靠自然流白嫖平台，那速度太慢了。为什么你的短视频没流量？直播没流量？因为都被别人买走了。聪明的IP都懂得用付费的方式尽早拿到更多精准客户，因为获客成本一定会越来越贵，现在永远是的时候。你看那些大IP短视频几千几万点赞，直播间万人在线全是投流的，他们不投流照样没流量。投放不是成本，是花钱加速。你用投放可能三个月就能干成的事，用自然流可能得三年。你是愿意花点钱省时间还是愿意等？

　　Fourth, use advertising to grab traffic. If you still want to rely on natural flow prostitution platforms now, the speed is too slow. Why doesn't your short video have any traffic? Live streaming without traffic? Because they were all bought by others. Smart IPs know how to use paid methods to acquire more precise customers as early as possible, because the cost of acquiring customers is bound to become increasingly expensive, and now is always the cheapest time. Look at those big IP short videos that have thousands or tens of thousands of likes, and live streaming rooms where thousands of people are online, all of them are streaming. Even if they don't stream, they still have no traffic. Advertising is not a cost, it's about spending money to accelerate. What you can accomplish with advertising may take three months, but with natural flow it may take three years. Would you rather spend some money to save time or wait?

　　第五，一定要打造你的强人设。现在每个赛道都在卷，要想脱颖而出，必须得靠强人设。没有清晰人设的IP，用户记不住，不信任，获客成本很高，转化难度很大。打造有温度、有度的强人设，用户会主动来找你，哪怕很高，用户做决策也会更快，而且竞争对手很难把客户挖走，因为客户只认可你。关于打造人设有两个：用户要信任你这个人，这个需要你输出你的故事、你的价值观、你的个性；然后要让用户信任你的，这个靠你的干货、靠你的案例。

　　Fifth, you must build your strong character. Nowadays, every track is being rolled up, and in order to stand out, one must rely on strong skills. Without a clearly designed IP, users cannot remember and do not trust it, resulting in high customer acquisition costs and difficulty in conversion. Create a strong and professional character with warmth, and users will actively come to you, even if the price is high. Users will make decisions faster, and it is difficult for competitors to poach customers because they only recognize you. There are two key points about building a person: first, users need to trust you as a person, which requires you to share your story, values, and personality; Then you need to make users trust your expertise, which depends on your expertise and case studies.

　　这五个趋势，如果你能听进去，并且提前布局，2026年，你一定会穿越周期，迈向下一个高峰。

　　If you can listen to these five trends and plan ahead, by 2026, you will definitely cross the cycle and move towards the next peak.

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