With high likes and widespread business orders, are comic bloggers becoming the new favorite of brands?

Comic bloggers are becoming a popular track nowadays. The author of this article analyzes the prospects, advantages and disadvantages of comic bloggers. If you are interested, let’s take a look.

In the past two years, a large number of original comic bloggers have appeared on platforms such as Xiaohongshu and Douyin. They have different styles and themes, and present content in the form of videos, which are deeply loved by users.

Currently in the comics field, humor, urban emotions, beauty and fashion, cute pets, etc. are relatively common content types. Anime bloggers use virtual images to present stories and pictures, giving users a different viewing experience.

How is the current development of the comics track? Compared with real bloggers, what are the advantages and disadvantages of comic bloggers? Which brands prefer this new form of content?

1. Comic bloggers emerge, and a new track is gaining momentum

Speaking of unique comic bloggers, @王蓝梅 is definitely one of them. Her video content focuses on the 1980s and 1990s. Whether it is the video style or the background music, it is full of a strong sense of retro, and the ordinary little things in the video can always touch the users inadvertently.

In the video "When I was young, I thought everything was beautiful, including power outages", Wang Lanmei's family was watching TV when a power outage suddenly occurred. After checking that there was no problem with the home circuit, the family lit candles and waited boredly. Wang Lanmei played with the dripping wax to pass the time and used the candlelight to project finger shapes onto the wall.

Image source: Tik Tok screenshot

This scene evokes the memories of countless netizens, "I miss it so much. When the power goes out on a summer night, the whole place suddenly becomes quiet. In the faint moonlight, every household comes out with a fan to chat. The breeze with the smell of grass blows by, so comfortable." "Playing with fire will make you wet the bed, this is also the same across the country"...

Through videos of childhood memories, @王蓝梅 has gained 14.8 million followers on Douyin and 2.64 million followers on Xiaohongshu, making her a top comic blogger.

Different from @王蓝梅 who creates from a child's perspective, @闪麻麻Emma focuses on the mother's daily parenting. As a hot mom born in the 1990s, she has an open-minded educational philosophy. Her videos such as "My daughter doesn't need full marks", "She is my daughter, not my work", and "My daughter doesn't have to suffer in vain" have received countless likes. Such a mother-daughter relationship is envied by many netizens.

Image source: Xiaohongshu screenshot

In the video "Don't let 'sensible' make your daughter regret her whole life", she will understand the girl's natural love of beauty. If her daughter wants to wear makeup, dye her hair and wear suspenders, she will encourage her daughter to boldly pursue the beauty she wants. At the same time, she will respect her daughter's privacy enough. Even if her daughter agrees, she will not take the initiative to read the information on her phone. This way of education touched the hearts of many netizens. At present, @闪麻麻Emma's main business platform is Xiaohongshu, and it has gained 340,000 fans.

In addition to parent-child topics, cute pets are also the creative direction of comic bloggers. The content of bloggers such as @米奥和TA的邂逅 and @林薄荷 (Cat and Dog Double Edition) attracts countless users. @米奥和TA的邂逅's content focuses on cute pet CPs. Many of her videos are inspired by real life. This creative style has attracted many netizens. She has currently gained 2.58 million followers on Xiaohongshu and is a top comic blogger.

For example, in the video "Fuzi: If you say my legs are short again, I will jump up and hit your knees!", a long-legged German Shepherd police dog looked at its 10,000-step exercise data after finishing its patrol and expressed satisfaction, while a short-legged Corgi police dog was panting and chasing behind, and the number of exercise steps was more than 30,000. In the real scene in the second half of the video, a German Shepherd walked majestically in the police team, while a Corgi followed behind with small steps, and even the instructor directly carried it on his back, forming a sharp contrast between the two.

Image source: Xiaohongshu screenshot

Many netizens joked in the comment section that "criminals have to stop and wait for the little Corgi for a while, fearing that the little Corgi can't catch up", "other police dogs: 121...121...121. Fuzi: 121121121", "one is to subdue the enemy, the other is to comfort the police". Some netizens also seriously popularized science that "Corgis are special dogs for drug search and bomb disposal, and can get into narrow spaces."

Similar to @米奥 and TA's encounter, @林薄荷 (Cat and Dog Version) also gives animals certain human emotions. In her videos, some cats become green tea and act like a spoiled child to the brother on the street, while some cats take on the task of matchmaker and matchmaking for boys and girls on campus. Currently, @林薄荷 (Cat and Dog Version) has accumulated 680,000 followers on Xiaohongshu.

It can be seen that, unlike real-life bloggers with personal IPs, comic bloggers appear in virtual images and basically use stories as carriers. The creative space is more flexible. And because there is less subjective content, users will be more tolerant and have a stronger willingness to interact, so the speed of increasing fans will be relatively fast.

2. Urban themes + female perspective + emotional stories = traffic code

Claure observed that comic bloggers are relatively more popular on Xiaohongshu. Urban themes are the mainstream content type, and most of them revolve around women's topics. Some focus on daily life, some focus on fashion and beauty, and emotional stories make many users enjoy it.

Bloggers such as @SuperGirl Gu Yixi, @NewGirl Zhang Ke Ni, @Black Cat Girl Bella, @Li Manni Money, @Romandy Choco, @Urban Girl Vivian, @Not Exquisite Miss Liliya, @gogoDaily, etc. all belong to this content category. With profound and moving stories, carefully designed pictures, compact and attractive plots, and unique work and life stories of girls, they try to resonate with contemporary women, thereby attracting fans with high traffic value.

As a top comic blogger with 2.67 million fans on Xiaohongshu, @SuperGirl Gu Yixi's image is that of a bright and elegant queen. In the videos, she is sometimes a top female star, sometimes an unfavored "Zhao Di", and sometimes a dismissed worker... Under different identities, there are exciting stories.

Image source: Xiaohongshu screenshot

Judging from works such as "Once a girl gets wise, her life will be really great!", "How great can a girl be with the right personality?", "How can an ordinary girl develop a money-making physique?", and "How great is it to raise yourself as a daughter?", @SuperGirl顾一夕 has a strong feminist color, coupled with an eye-catching style of painting and magnetic dubbing, which may be the reason why she has been able to gain millions of fans.

@黑猫少女Bella focuses on the emotional stories of urban girls. In her works, ski resorts, swimming pools, gyms, downstairs of companies, etc. are all possible scenes where you may encounter Crush.

In the video "If you want to capture someone's heart, hit her stomach first", which received 140,000 likes, the female protagonist bought a pancake from a handsome stall owner to save time at work. Although it was cheap, it tasted bad, but she still gave it a good review for the handsome guy's face. The female protagonist passed by the stall on her way home from overtime at night, and the handsome guy took the initiative to give her his meal, and the two met. When the boy was surrounded by several street thugs, the girl called the police in time and successfully rescued him. After the female protagonist learned about the boy's identity as a plainclothes policeman at the police station, their relationship developed further.

Image source: Xiaohongshu screenshot

In addition, works such as "The ambiguous tug-of-war with the mysterious tenant", "The male star I met by chance has become my treasure boy", "About my exclusive personal trainer", "More romantic than secret love is mutual secret love" have made countless users crazy. Comments such as "The corners of the mouth are harder to suppress than AK", "Come to watch a science fiction movie", and "This is too sweet" are very common.

In addition to comic bloggers with female perspectives, there are also bloggers with male perspectives such as @谭盐 and @生活画册 on Xiaohongshu. From @谭盐's works such as "Woman, you don't know how many times I have protected you" and "The language art of girlfriends", we can see the thinking of different standpoints. At present, @谭盐 has 680,000 fans and @生活画册 has 360,000 fans, both of which are mid-level comic bloggers.

3. Which brands are investing in comic bloggers?

Seeing the rise of new traffic, more and more brands have begun to place advertisements on such accounts. Taking @NewGirl 张可妮 as an example, the target users of most of the cooperating brands’ products are female groups, among which beauty products account for a large base in the total business of the account.

According to the internal statistics of @NewGirl Zhang Ke Ni team, the account has cooperated with more than 70 brands across all platforms, including more than 20 brands in the beauty and personal care category, such as Estee Lauder, YSL, Clinique, OLAY, Crest, Neutrogena, PRADA, IPSA, Dove, Crest, Kiehl's, Origins, etc. In addition, there are also domestic brands such as Pechoin and HBN.

@NewGirl Zhang Ke Ni's team said in a media interview in 2023, "Our content quotation is 100,000 yuan per piece, the average number of views is about 700,000 to 800,000, the average number of likes is 50,000 to 60,000, and many fans will watch the content repeatedly. Brands are also very satisfied with the fan stickiness of our account."

@黑猫少女Bella is also a big business. In her recent works, there are advertisements for COLMO washing and drying sets, free sanitary napkins, STIKO wrinkle-removing neck cream, Ulike hair removal device, L'Oreal eye cream, etc., most of which are women's products.

In addition to advertising orders, offline exhibitions are also a way for comic bloggers to realize their income. For example, @谭盐 held a "Care" theme exhibition in Guangzhou and Dongguan, with early bird tickets priced at 39 yuan per person, which attracted a group of fans to check in. However, the mainstream way for comic bloggers to realize their income is still advertising orders, and there are no cases of live streaming with goods.

Image source: Xiaohongshu screenshot

However, in the current marketing environment, the marketing budgets of many brands are shrinking, and brands have higher requirements for marketing effectiveness. More and more brands’ marketing goals have shifted from brand promotion to product promotion, and they pay more attention to indicators such as GMV and sales conversion. This trend is not friendly to comic bloggers.

Compared with real bloggers, comic bloggers rely on virtual images to output content, and their personal IP is not strong, which reduces the trust of users. In addition, it is difficult for comic bloggers to have a real user experience when it comes to product placement, so they are not very persuasive to users, and the conversion effect is not obvious.

In general, comic bloggers, as a relatively new form of content, have brought a certain sense of freshness to users. Through touching stories, they have accumulated huge traffic and opened up commercial space. However, the focus of comic bloggers at present may be how to expand the monetization method to achieve greater development.

Author: Aries; Source public account: Clour (ID: 1093227)