Do you know how we cultivate our favorite online celebrity?
Among the numerous business types of MCN, the marketing MCN specializing in online celebrity signing and incubation is the focus of this article. MCN institutions provide a direct entry point for capital to enter the online red economy, become the core of the online red economy industry chain, and make the cooperation between upstream and downstream of the industry chain closer.
From the perspective of the industrial chain of online celebrity economy, the upstream is a content producer with multiple models, including UGC, PGC and PUGC. MCN institutions play the role of brokerage companies, incubators and other organizations to participate in different types of content production to varying degrees, process and transform online celebrity, and also instigate multiple processes, such as beauty, photography, copywriting design, etc;
Midstream MCN institutions connect and integrate content distribution platforms including short videos, information news, social networks, live video, etc., to promote the spread of online celebrity content, provide the platform with continuous content production and stable user retention, and share traffic with the platform on this basis;
In the downstream of the industrial chain, MCN is involved between capital and consumers, integrating e-commerce, advertising, fan economy and other cash flow channels.
1、 The involved content production is divided into three points:
（1） Look for options
Before the start of online celebrity incubation, the company will be responsible for tapping or training potential ordinary people, called "online celebrity brokers" or "star scouts".
（2） Personnel planning
After knowing the basic situation of the plain people, we will carry out "staffing planning" for them. "Person setting" refers to the person setting of the account subject in the video content.
（3） Content production
After the initial planning of the account is completed, the production of video content will begin, including script writing, video shooting, later dubbing, video editing and film release.