Vertical IP disassembly series: 180+ videos, 400,000+ Douyin fans, what did he do right?

In this article, we work with the author to analyze a blogger in the field of child rehabilitation, who gained 400,000 followers with only 180 videos, and his reposts and comments are very stable. Let's see how he did it.

I have been watching Tik Tok recently and was impressed by a blogger who focused on the field of children's rehabilitation.

The reason is that this blogger has gained more than 400,000 Douyin fans and 779,000 likes with only more than 180 videos, and most of the videos have very stable forwarding and comment volumes. I personally think that it is not easy for an account in a vertical niche such as children's rehabilitation to achieve such results. See the figure below.

So in this issue, let’s share this account and see what’s so unique about it and what’s worth learning from for IP entrepreneurs who want to work in vertical niche areas. Let’s analyze it for your reference only.

First of all, from the sentence in the introduction, "I can explain to you the developmental and rehabilitation problems you are worried about", you can know that this is a professional blogger focusing on children's development and rehabilitation. At the same time, from the sentence in the introduction, "I hope you can get over your anxiety, and I hope every child is healthy and happy", you can deeply feel the altruistic original intention and strong kindness. The videos on the account mainly use professional popular science content in different forms of presentation to help parents who are confused about the relevant issues.

1. Media Reports

Perhaps because the industry is relatively vertical, there are not many reports about He Yongxin on the Internet. The author only saw a report on Dazhong.com at the end of last year, which introduced He Yongxin in detail.

According to Dazhong.com, Mr. He Yongxin is a child rehabilitation assessment therapist. From 2010 to 2023, during these 13 years, Mr. He traveled across the country to provide rehabilitation assessment guidance for 30,000 children.

The above is only part of the content of this report. For more detailed content, you can search the title of the report on Baidu and find it.

Through this report, we can learn that Teacher He is a child rehabilitation assessment therapist, and that Teacher He has achieved achievements and recognition in the niche field of child rehabilitation assessment and treatment.

2. Detailed Disassembly

1. Positioning

First, let’s talk about the account positioning: the child rehabilitation niche field, professional knowledge blogger, the selected audience group is relatively vertical. The reason for using relatively vertical is because it is not limited to parents of children who need correction, but parents (mainly mothers) who have problems related to child development and rehabilitation. Among them, there are many family problems. After Mr. He’s professional and popular science explanation, you will find that they are not problems at all.

Such positioning can not only help more parents who encounter related problems and whose children do not need correction, avoid detours and eliminate anxiety, but more importantly, expand the audience range of the account content.

But overall, compared to many accounts targeting the general public, Mr. He’s account still belongs to a niche vertical field, that is: a specific group of people (not the general public).

I have seen an opinion before that when creating an account, you should choose a general group, so that you can gather people from a larger range, especially on a platform like Douyin. But I personally think that the most important thing about positioning is to be able to solve problems for your fans while expanding the fan base as much as possible.

2. Content

Now let’s talk about the content. I personally think that the content of Mr. He’s account is the core reason why he has gained nearly 400,000 followers in this niche field targeting a specific group of people with only more than 180 videos. Among them, there are four points that impressed me:

First: Focus on users’ real problems

This is very important. No matter what industry your short video account is in, helping users solve problems is always the first priority. Only if your video can help users solve problems can you get likes and collections from users. At the same time, there will be more questions or expressions of approval from users in the comment area. Then, your account will gain more and more attention from users, that is, more fans.

The premise of helping users solve problems is that you must let users see what problems each of your videos can help them solve. In this way, users with related questions, if they come across your video through recommendation or search, will be interested in watching it instead of swiping away. If they see the video through your homepage, they will also click to enter the video and continue watching.

In each of Teacher He’s videos, either the description or the cover directly lets parents know the issue that the video will explain, as shown in the picture below.

Alternatively, by using relevant keywords in the description or cover, parents can clearly know what issues the video focuses on, as shown in the figure below.

In short, each video uses different forms of expression to let parents know the problems to be solved, so that parents with related confusion are willing to watch and see the solutions to their confusion.

Second: Long videos that meet the needs of the audience

Each of Teacher He’s videos is very long, most of them are about 10 minutes long, and many of them popularize a lot of knowledge points, as shown above.

The author believes that such long videos have at least two major advantages:

First of all, the core audience of the account are parents who have confusion about their children's development. The biggest demand of these parents is to learn more knowledge and methods. Even if the video is long, as long as they can learn more knowledge and methods, they are willing to watch it.

Second, as parents, we all love our children. Even if there are some confusions that we may not encounter at the moment, we still hope to understand and learn more knowledge and methods so that we can use them when needed. Long videos can provide more knowledge and methods, allowing parents to gain more.

Third: Video re-implementation can help parents better apply what they have learned

After watching all of Teacher He’s videos, one of the author’s deepest feelings is that he attaches great importance to practical operation and implementation.

Some videos use cases of children being assessed and guided offline, as well as professional analysis and explanations by Teacher He, to help parents across the Internet better apply the methods taught in the videos. See the figure below.

In some videos, Teacher He explains while using teaching aids to help parents across the Internet better understand and use the methods taught in the videos, as shown in the following figure.

There are also some videos where Teacher He explains and practices at the same time to help parents across the Internet to better understand and use the methods taught in the videos, as shown in the figure below.

In short, we will do our best to help parents better apply what they have learned through videos.

Fourth: Through popular science, teach parents how to reduce unnecessary intervention to the greatest extent possible

After watching Teacher He’s videos, you will find that many so-called problems are not actually problems and there is no need to intervene at all.

Many of his videos are actually intended to teach parents how to reduce unnecessary intervention to the greatest extent possible, thereby helping many parents resolve a lot of unnecessary anxiety, as shown in the picture below.

Even if intervention is needed, video can still teach parents to the greatest extent possible what they should do, as shown in the following figure.

It can be said that through popular science videos, the anxiety of many parents has been resolved, the blogger’s professionalism has been demonstrated, and the blogger’s inner kindness can be deeply felt.

Conclusion

To sum up, I personally think that the reason why Mr. He’s videos can achieve good results in vertical content can be summarized in two key words, namely: professionalism and kindness.

• Through videos, users can know how to solve problems and how to implement them. This is professionalism.
• Through videos, we can help users reduce unnecessary interventions and resolve unnecessary anxiety to the greatest extent possible. This is kindness.

Professionalism and goodwill are recognized by users, as shown in the following figure.

Therefore, I personally believe that even accounts in vertical niches still have opportunities on platforms like Douyin that use recommendation algorithms that are more suitable for the general public. The key lies in:

First of all, to show professionalism through video, the core is to think clearly about the following five questions:

• Who is your core audience?
• Can and how can you expand your audience?
• What are the problems of your audience, and have they been sorted and categorized?
• What are the characteristics of your audience's needs? Are they more suitable for long videos or short videos?
• How to make videos more practical?

At the same time, you must be kind and maintain your original altruistic intention, so that you will have a chance to do well on Douyin.