The 450-minute masterpiece has exceeded 100 million views in 5 days. Are long videos becoming popular on Tik Tok?

The Guangdong couple’s Douyin follower growth trend slowed down significantly in June. Although they were successful in selling goods through live streaming, the number of followers they gained dropped sharply. Although there were some eye-catching activities during the 618 period, the effect of increasing followers was still weak.

After the trend of follower growth in May began to decline significantly compared with the previous months, the overall trend of follower growth in June showed an even more obvious downward trend: the number of followers increased by @广东情侣, which ranked TOP1, was only 315.6W, compared with the 1227.9W increase in @郭有才 (Heze树哥) in May, the gap is extremely obvious.

As an old drama account that has successfully transformed into live streaming sales, @广东夫妻 ranked first in sales in its live streaming room during the Douyin 618 period.

In the final battle on June 30, they held a special live broadcast of laundry detergent at Blue Moon’s Guangzhou headquarters, gave away 5,000 mobile phones on the spot, with a cumulative number of viewers exceeding 68 million, and the number of fans increased by 269.5W on the same day.

@Guangdong Couple Tik Tok video screenshot

After @广东情侣, there is another account whose number of followers increased between 2 million and 3 million, which is the film and television account @宝藏好剧安利官. The number of followers of the remaining 18 accounts is concentrated between 1 million and 2 million.

While the overall trend of increasing followers tends to be "dismal", the number of new faces on the accounts on the list in June has also decreased compared with previous months.

Specifically, the accounts on the list in June covered vertical categories such as film and television entertainment, music, brand blue V, knowledge, games, beauty, and food. Driven by the 618 promotion, multiple food brand accounts such as @塔斯汀(中国哈姆堡)美食局, @喜茶, @COTTICOFFEE库迪, and @茶百道官方宠粉账号 all made the list thanks to the dual linkage of short videos and live broadcasts.

In addition to @广东夫妻, @与辉同行, @张雪峰老师, and @阿蔡美食教学 are all familiar faces in the fan growth list, while @郭有才 (Heze树哥), @潘宏爱玩狗 (now renamed @狗爱玩潘宏), @花小龙 and other accounts are "newcomers" that have risen recently, and the rest of the accounts are some new faces. Next, Kas will select a few accounts from the list for key interpretation.

@狗爱玩潘宏@花小龙TikTok video screenshot

1. @米三汉: Over 100 million views, 11 million likes, 450-minute long video swept TikTok

In June, Douyin's phenomenal hit was a 450-minute long knowledge video.

This video comes from knowledge blogger @米三汉. On June 7, @米三汉 uploaded a super long video titled "450 minutes of in-depth interpretation of "Dream of Red Mansions"". At the beginning of the video, the author said that this video took 5 months to make and the content is an in-depth interpretation of the Chinese classic "Dream of Red Mansions", including the explanation of the original work and historical introduction.

In the following 7.5 hours, the author started from the origin of the story and unraveled a huge "Dream of Red Mansions Universe" for users.

@米三汉TikTok video screenshot

During the explanation, the author will not only match corresponding film and television images for each plot, but also list the corresponding character relationships and plot reviews on both sides of the screen, so that users can understand and integrate into the huge narrative of Red Mansions more quickly.

@米三汉TikTok video screenshot

As soon as this super long video was released, it immediately caused a "sensation" on Douyin. Just five days after its release, the number of views reached 130 million. As of press time, the video has received 11.772 million likes, 7.08 million favorites and 5.697 million reposts respectively.

The reason why it has become a phenomenal hit video is that it presents the core content of the classic work to users in an easy-to-understand and eloquent way. The video itself contains a profound cultural heritage and viewing value. In addition to the underlying reasons, the "shockingly long" length is the core reason for its expansion and attracting more people to watch.

In the comment section of the video, we can see that many users expressed their shock at the length of the video, and many people also made jokes, saying "Let the reviewer watch it again after reporting" and "Reviewer: Just do one thing today"; in addition, more people initiated learning challenges in the comment section, and issued a military order requesting netizens to supervise. For example, someone said "The challenge is to watch it in one breath, without speed, I will be there for 7.5 hours, supervision is welcome", and someone else claimed "I will be there for the next 8 hours", and under his comment, people would ask about the progress online from time to time; among them, some gave up halfway and just lay down, but some persevered to the end and came to check in, indicating that they had accomplished the task.

@米三汉TikTok comment area screenshot

In addition to "reading "Dream of the Red Chamber" in one breath", @米三汉, who mainly shares ancient classics, opera essays, Chinese aesthetics, and "Sanyan Erpai", has also updated several interpretations of classic works with a duration of more than 100 minutes, such as "240 minutes of in-depth interpretation of "Strange Stories from a Chinese Studio"" and "380 minutes of in-depth interpretation of "Romance of the Three Kingdoms". The number of likes for these videos is all over 1 million, far higher than some of the relatively short videos he released.

@米三汉TikTok video screenshot

@米三汉 isn’t the only creator to produce this kind of long-form video masterpiece.

Last May, knowledge creator @杨利辉 published a long video titled "20 hours to learn about the history of the middle Tang Dynasty from the Anshi Rebellion to the Yuanhe Restoration". Since then, he has also published two long videos titled "26 hours to thoroughly understand the Five Dynasties and Ten Kingdoms" and "13 hours to thoroughly understand the beginning and end of the Tang Dynasty's demise". These videos are all in the form of explanation + text and pictures, which clearly restore the real historical situations in different eras to users in an easy-to-understand way. Compared with other videos, the data of these three long videos are also obviously more impressive.

In June this year, @一只萧包子 used 240 minutes and 226 minutes respectively to give users in-depth interpretations of the two masterpieces "White Deer Plain" and "The Three-Body Problem". Currently, the number of likes for these two videos is over 1 million.

@一只肖包子TikTok video screenshot

The reason why this type of long video has become popular is, on the one hand, because Douyin has increased its support for long videos. It is observed that "long video" has now become the first-level entrance of Douyin. After clicking in, you can find that its page is set up in a double waterfall flow. On the other hand, among a large number of short videos, this type of long video is undoubtedly an "outlier" in the eyes of users, which can arouse their strong curiosity and enthusiasm for participation. In addition, for users with learning needs, a long and comprehensive video saves them the tedious process of collecting information, which is convenient for collection and reference.

2. @陈圆圆超可爱: What did the “king of gaining followers” ​​in the beauty industry do right?

In 2023, in the "1000 Douyin Accounts with the Fastest Increase in Followers in 2023" compiled by Kass, only 5 accounts in the beauty track made the list. Among them, @陈圆圆超可爱 became the beauty expert with the most followers in 2023 with an annual increase of 3.15W fans.

As time comes to 2024, the beauty track is still in a state of decline. @程十安 has disappeared since he stopped updating in May last year, and @罗王宇 suffered a "reputation crash" due to the problem of bringing goods. In addition, the faces of beauty experts are almost invisible in the monthly fan growth list. In such a decline, @陈圆圆超可爱, which shined in 2023, still maintained a dazzling growth rate in 2024, which is commendable. So, what are the core factors for Chen Yuanyuan's continued fan attraction? Kas believes that it can be summarized into three aspects.

First of all, it’s because her character is distinctive and recognizable enough.

As a beauty blogger, professionalism must be the basic foundation. In addition to gradually establishing a professional persona through a series of makeup tutorials, Chen Yuanyuan has also taken an alternative mixed route of "funny + folk song blogger". In the videos, she often makes jokes and plays tricks without any burden, and sometimes "roars" or improvises scenes. This sincere, down-to-earth funny persona not only quickly narrows the distance between her and her fans, but also makes the originally boring beauty tutorials lively and full of laughter.

Secondly, it has created a unique content model, which not only provides practical value but also enhances the fun, watchability and interactivity of the video.

In the ever-expanding beauty industry, it is difficult for fans to be impressed by the stereotyped and routine beauty tutorials. In addition to having a distinctive personality, in November 2022, Chen Yuanyuan launched a series of videos titled "Teaching fans how to put on makeup step by step", and her account data reached a new peak.

Specifically, Chen Yuanyuan will bring fans into the "actual combat" scene through live connection or teaching passers-by to put on makeup, and guide fans one-on-one. During the makeup process, Chen Yuanyuan will guide them step by step according to the fans' facial features. Once a problem is found, she will "reprimand" them to stop in time, and then point out their wrong techniques in detail and demonstrate it herself.

During the video, she was sometimes gentle and sometimes strict, and sometimes she would joke with fans, creating a relaxed and interesting atmosphere. Under her careful guidance, many makeup novices completed a stunning transformation at the end of the video. Users in front of the screen not only witnessed their transformation bit by bit, but also saw their own mistakes in makeup from these teaching processes and learned makeup techniques that suited them.

@陈圆圆super cute TikTok video screenshot

As of press time, the "Teaching Fans Makeup" series of videos has been updated to 28 episodes, with a total of 650 million views. While being well received by users, @陈圆圆超可爱 also gained a million fans.

In addition to "teaching fans how to put on makeup", Chen Yuanyuan also launched a series of videos called "Bloggers learning from each other". In this series of videos, she will work with many well-known experts in different fields to guide or be guided in makeup, thus creating more wonderful sparks. With the joint support of the popularity of both parties, this series of videos has also won the love of many fans. At present, the number of views of the 6 updated videos has reached 170 million.

@陈圆圆super cute TikTok video screenshot

Finally, the content is comprehensive enough and covers a wide range, which can meet the various needs of users in beauty and care.

In terms of makeup teaching types, Chen Yuanyuan will teach fans a variety of makeup styles, such as smoky makeup, hot girl makeup, glasses makeup, pure lust makeup, etc. She can grasp the essence of each makeup style and "teach" it to fans in a comprehensive manner. In addition, she will also give corresponding makeup suggestions for different face shapes and facial features to help users perfectly cover up flaws and magnify their own advantages.

In addition to highly professional makeup tutorials, Chen Yuanyuan also conducts objective and authentic product reviews based on the needs of fans, and shares in detail the product experience and pros and cons, so as to accurately help users eliminate risks and screen out suitable skin care and makeup products.

In addition to these two accounts, there are several other accounts that are also worthy of our attention.

The game creator @水中伟伟迷 is a veteran player of "Plants vs. Zombies". In order to reawaken users' enthusiasm for the game, he made an in-depth study of the mechanism and gameplay of the original game, innovated the gameplay, hybridized different plants and zombies, and added many novel elements and diversified game modes, thus creating a new game version "Plants vs. Zombies Hybrid". As soon as the game was launched, it was loved by a large number of game enthusiasts, and its influence has now extended overseas. As a result, @水中伟伟迷 has gained the love of many fans on Douyin.

@水中伟伟迷TikTok video screenshot

@二饼胡拉, a erhu player, often plays with @力哥拉二胡 in the live broadcast room. The two are not only skilled and well coordinated, but also very good at controlling the rhythm of the live broadcast and creating a joyful atmosphere, so it is easy to attract users to stay. At present, the number of fans of his account has reached 365.9W.

@二饼Hula TikTok video screenshot

Author: Yue Yao;

Source: Kas Data (ID: 736105)