From sex education to toilet repair and light bulb replacement, who is the "electronic mom" on the Internet?

1. Who is the “electronic mom” on the Internet with more than 10 million views of a single video?

For the first time, I suggest to my electronic daughter friends that there is a serious discussion on female physiology and ethics, without any negative guidance...

On the Xiaohongshu homepage of "Awen is Aya", the two top video notes both popularize sex knowledge to "electronic daughters" from a mother's perspective, and have received more than 10,000 comments, most of which are from girls.

Some netizens shared private experiences that they were once ashamed to mention, while others called for the promotion of sex education, the elimination of misunderstandings, and a true understanding and respect for women.

These two videos were included in the note collection "Talking Openly about Sex" by "Awen is Aya", and there are 28 episodes so far.

In February this year, she released her first sex education video with the theme "Every girl should look at her own [little garden]", which has received 412,000 likes on Xiaohongshu so far. This was originally just a test run for her, but she didn't expect it to touch upon the knowledge blind spots of many netizens, so in the second video she lamented that "our sex education is all failing".

Sexual knowledge is not the only type of content that "Awen is Aya" is involved in. As early as 2020, she began to share content on yoga, parent-child parenting, etc. As of now, she has nearly 2 million fans on the entire network.

When talking about the opportunity to create popular science content, she told the editorial department of Xinbang that it was because she liked to challenge fresh content in different fields and had always been concerned about women's growth issues, so she naturally started the journey of creating the "Talk Openly about Sex" series of videos.

Changes in content types also affect the fan structure.

"Awen is Aya" found that after creating educational content, the majority of fans have changed from those over 30 years old to those around 20 years old. Fans often discuss different opinions in the comment section. "Good topics can allow people to look at problems from many different angles. Although sometimes they seem to be tit-for-tat, they actually bring sparks of deep thinking."

Before creating each issue of sex science, she would consult books and materials in advance, and use medical models to provide clearer and more thorough explanations and demonstrations. Sometimes she would also consult medical professionals to verify the accuracy of the information from multiple angles to ensure that she is responsible for the content.

Due to the platform's review mechanism, she has encountered situations where content was deemed illegal and removed from the shelves, so she would add relevant reminders in the video: "Serious science popularization, no negative guidance."

Although she has published a series of sex science articles, "Awen is Aya" has not positioned herself as a vertical blogger in this field. Her core is still to build her own personal IP. However, she said that she will continue to regularly update sex science related content in the future, "I hope all women can know this knowledge and know how to protect themselves better."

However, "Awen is Aya" also mentioned that more creators have joined the wave of popularizing sex science content recently. This is a good trend. However, some creators have incorrectly popularized sex knowledge, causing misunderstandings among the audience. "This is a content track that needs to be taken seriously."

2. From throwing away kitchen knives to cleaning up the C drive, women are mastering the pleasure of independent living

In addition to sexual knowledge, there are also a group of creators who focus on the life guides that women frequently come into contact with in daily life. Junjun, the manager of the "Women's Independence Plan", is one of them.

In the video, she is a life guide blogger who teaches popular science such as "How to dispose of discarded kitchen knives" and "How girls should add windshield washer fluid to their cars." Outside the video, she is the mother of a 14-year-old girl. "In addition to studying and taking exams, I also hope to let her understand that independent living is one of the most important abilities for women."

In her opinion, the "Women's Independence Plan" focuses on more common home life scenarios, and solves practical problems faced by many women living alone through hands-on practice of simple and easy-to-operate life experiences or maintenance methods. "When you do it yourself, you can save a lot of trouble, and you also have a sense of control over your life and the pleasure of living independently."

However, before that, Junjun and Yang, the director of the "Women's Independence Plan", experienced an account transformation. According to them, the team previously created English drama content, but encountered a traffic bottleneck, and the number of fans on Xiaohongshu hovered around 100,000 for a long time. Until April this year, they noticed that more and more netizens were discussing small tips in daily life, so they decided to use this as a breakthrough for transformation and changed the name to "Women's Independence Plan".

What surprised Junjun and Director Yang was that this transformation activated the exposure that had been stagnant. A popular science note on "How to dispose of discarded kitchen knives" received 19,000 likes on Xiaohongshu.

In the video, Junjun first wiped the surface of the kitchen knife clean to prevent fingerprints from being left behind and being used by people with ulterior motives. She then wrapped the blade with paper and tape, and finally wrote a warning message like "Knife is dangerous" to prevent the old man from being accidentally injured while picking up garbage.

Since then, Junjun and Director Yang have started to steadily produce popular science content of the type of women's life guide. The topics are mostly based on daily observations, collecting what problems they and their female friends encounter in life, such as picking fruits and cleaning the C drive of the computer. As a result, the "Women's Independence Plan" has attracted a group of female audiences. Currently, more than 90% of the account's fans are women, concentrated in first- and second-tier cities.

In June this year, the "Women's Independence Plan" released a video about cleaning the computer's C drive, which received 270,000 likes on Xiaohongshu, making it the work with the highest number of likes to date. Just one video brought in 68,000 new followers.

In the comment section, some netizens said that these practical tips are indeed needed in life, while others believed that these common sense apply to both men and women, young and old, and do not necessarily require a female perspective.

Netizens discuss the idea of ​​"female independence"

In this regard, Junjun believes that the starting point of the "Women's Independence Plan" content creation is to help women, and women-related topics will be added to the account operation strategy, but this does not mean that the content is only aimed at women. Instead, it focuses more on whether the content can bring immediate practical reference value to the audience.

3. When women’s content enters the deep waters

Female content has always been a hot topic on the Internet.

In February last year, a video of a conversation between feminist scholar Chizuko Ueno and blogger "Quan Xixi" sparked debate across the Internet, but it also pushed the discussion of women's issues into deeper waters, with sub-topics such as women's growth, women's independence, and women's power being extended and expanded.

In this context, women can be "unmarried aunts" who wear exquisite makeup and distribute red envelopes during the Chinese New Year, or "independent women" who change light bulbs and repair toilets by themselves...

When these emotions and images are reflected at the content level, there is naturally a demand for content such as sex science and guides to living alone, and the popularity of the content is gradually increasing.

For example, the post "Princess is made of flowers", which focuses on gender relations, gained more than 900,000 followers in a single month on Xiaohongshu last year, and now has 2.078 million followers. Her content is tailored for girls, teaching them how to correctly recognize and understand "sex" and sharing various views on love.

Related reading: "Thanks to sex science popularization, Xiaohongshu gained 900,000 followers in a single month. Why did he include #宝宝补食# in his notes?"

Life guide accounts with practical reference value have become more targeted at groups after adding female elements, and have also gained a bit of "independent temperament" invisibly.

These accounts often have similarities in their ID names, such as "Female Power Enhancement Plan", "Hardcore Female Health Plan", "Stylish Old Lady Training Plan", etc. The content they publish also has similarities. Most of them are about daily life such as repairing toilets and changing light bulbs, or starting from emotional and psychological perspectives such as establishing a sense of boundaries and saying goodbye to excessive internal consumption. They mainly use pictures and texts to deliver popular science content about women.

"Awen is Aya" also mentioned that although there are many creators of female topics, the content is generally homogeneous, and she has encountered plagiarism. At the same time, she emphasized that the female science popularization content she created was all from the perspective of "altruism", "If the content can bring positive influence, I think it is good content."

In terms of commercialization, "Awen is Aya" has already included business cooperation in many sex science videos, basically in the form of oral broadcasts, and most of them are products suitable for women, such as menstrual tampons, sports bras, etc. These are also the products she uses frequently in daily life.

As more and more women face up to their own situations and needs, more popular science content for women will slowly unfold like an encyclopedia. This will include both sex science that people were previously afraid to discuss in public, as well as various trivial but useful life guides. This will also mean new opportunities for more female creators.

Author: Hachiko

Source: WeChat official account: "New Ranking (ID: newrankcn)"