She doesn't rely on her looks but her cooking skills, she has attracted 2 million fans on Xiaohongshu

Do you often see a video of a female celebrity cooking home-cooked dishes while answering private messages from fans? Have you seen a blogger live-streaming an ice dragon carving video to prove himself? Today, I will bring you a ranking of Xiaohongshu creators’ followers in February, and analyze the reasons and techniques for their followers growth.

Xiaohongshu's February fan growth list has been released. Let's take a look at the list first:

The number one account this month is @春晚, a cooperative account between Xiaohongshu and CCTV Spring Festival Gala. This year, Xiaohongshu won the broadcasting rights of CCTV Spring Festival Gala and set up the "Everyone's Spring Festival Gala" live broadcast room, inviting four well-known hosts to exclusively explore the stories behind the scenes of the Spring Festival Gala with users. The novel mode of "interactive Spring Festival Gala" has received widespread attention, and the account @春晚 has also rapidly gained followers, and finally achieved a monthly increase of 3.0573 million followers.

The second place is @我才不是修勾, a blogger of "蛋仔派对", who mainly posts screen recordings of himself playing games. Unlike other game bloggers, this blogger likes to post his stories of "coming back from the wind". He will break down his operations when facing "siege" in detail, which not only serves as a game teaching function, but also makes the video more "exciting" and more attractive. Although there is a big gap with the first place, @我才不是修勾 also attracted 331,100 fans in February, which is an impressive result.

@我不是修勾Xiaohongshu video screenshot

The third place is the review blogger @拜托了汤圆. According to Kass’s observation, the blogger has been ranked in the top 3 of Xiaohongshu’s monthly follower increase list for three consecutive months. Similar to the previous content theme of “challenge review”, the blogger used various strange and bizarre toys to attract the audience’s attention, which was quite interesting, and the number of followers increased by 311,800 again in February.

Among the remaining accounts, @姜妍小红姨儿 and @蛋仔饭特稀 have gained more than 300,000 followers, 12 other bloggers have gained 200,000-300,000 followers, and 3 bloggers have gained 100,000-200,000 followers. Compared with the data trends in previous months, there has been a significant improvement.

Judging from the content types of the accounts on the list, the February fan growth list covers seven categories: celebrities, reviews, games, news, plots, food, and beauty. Among them, there are seven bloggers on the game track, and all of them are from the game "Egg Party", which shows the great influence of the game. In Kas's opinion, the reason for this "grand occasion" is not only due to the continuity, storytelling, and social nature of their content, but also has a lot to do with the game's increased marketing efforts on various platforms during the Spring Festival, which I will not elaborate on here.

Following closely behind is the Star track, which has five bloggers on the list, continuing to maintain its usual advantages in that track. The number of bloggers on the list for the remaining content types is relatively evenly distributed, with no particularly obvious advantages.

Next, Kas will conduct a more detailed analysis of several representative accounts on the February follower growth list.

1. @姜妍小红姨儿: A female celebrity cooks home-cooked dishes and attracts 310,000 fans in a single month

Jiang Yan is an actress, and her recognition is much higher than that of ordinary people. She was not originally included in the research scope of the fan-growing list, but after Kas browsed her account in detail, he found that her content was very different from that of ordinary celebrity creators, and it also had certain reference significance for ordinary people.

From an intuitive point of view, compared with other celebrity bloggers who mainly post about outfits, daily work, unboxing and other content, Jiang Yan's role on Xiaohongshu is more like a chef. She frequently updates her cooking tutorials and looks quite down-to-earth.

Shredded chicken with scallion oil, stuffed prawns, eggplant and rice crust... Various home-cooked delicacies were served one after another. Whether it was the appearance of the dishes or her own description of the taste, they were all very attractive. In addition, her skilled operation and the seriousness and joy when making food made people feel her genuine love for food, which indirectly enhanced the credibility of her food tutorials. The dishes that are both tasty and healthy have also won the favor of many users.

@姜妍小红姨儿Little Red Book screenshot

It is worth noting that from the perspective of shooting techniques, Jiang Yan uses the first-person perspective of the audience to shoot, and there is usually only one camera position in a scene. Compared with other food bloggers' videos, this format has fewer screen switches and seems to lose some refinement, but the advantage is that it greatly increases the audience's sense of substitution. When watching the video, fans seem to be able to feel the intimacy and warmth of communicating with her face to face, and the sense of homeliness is very strong.

In addition, Jiang Yan likes to chat with fans while cooking. From cooking skills to life troubles, she is happy to discuss various topics with fans, and this behavior undoubtedly further narrows the distance between her and her fans.

For example, she once said in a video that a fan sent her a private message saying that she was being "urged to get married" by an annoying straight male colleague around her, and "educated" her that if she didn't get married, she would be picked by others in the future, and she would be old and her children would not grow up, etc., which made her very annoyed. Jiang Yan comforted her and told her not to care too much about the eyes of unimportant people, life is long, and there are more people worth loving. She even joked about herself, saying that some netizens described her as "quite miserable" now, but she no longer took it to heart.

@姜妍小红姨儿Little Red Book screenshot

In general, Jiang Yan has gained a lot of attention and likes on the platform by relying on her un-"female celebrity" feature of cooking on Xiaohongshu. And Jiang Yan's core charm may be just like the name of her account , which can give people a sense of life and homeliness like an "auntie".

2. Which other creators are worth paying attention to?

Objectively speaking, although there was a significant increase in the numbers on the follower growth list in February, the bloggers on the list are all relatively familiar faces, and there is not much innovation in the content and format. Some bloggers were able to achieve good results more because of one or two "out-of-the-box" events.

First up was @Thurman猫一杯, who accidentally went viral after he picked up a primary school student's "Winter Vacation Life" in France and then shouted something out. Originally this was just a very ordinary thing, but Maoyibei went a long way to bring back this winter vacation homework that was "forgotten" in a French toilet and was still blank near the start of school. His slightly "unethical" behavior tickled the funny bone of many "funny people", so the video quickly went viral on the Internet.

As public opinion fermented, the video also caused many discussions. Some netizens suspected that this was a scam she planned to "attract attention", and official media also stepped in to remind everyone to be wary of "new yellow news". The blogger subsequently released a new video on February 19, saying that she could not have expected such traffic, and there was no such thing as self-directed and self-acted. She also said that she had contacted Qin Lang's mother, and the matter was over, and netizens did not need to pay too much attention.

@ThurmanCatIs a cup screenshot of Xiaohongshu

Then at the end of February, @江寻千 was pushed to the center of public opinion because of the giant dragon ice sculpture.

The reason was that @江寻千 had previously released a video of himself carving the "largest single ice dragon" to date. Many netizens accused him of just taking a few shots in a "pretentious" manner and taking credit for the work of the entire team.

In order to "prove herself", she started a live broadcast to re-carve the ice dragon on February 22. Her firm attitude in fighting back against the rumors won her the favor of more people and also made her account gain considerable followers on multiple platforms.

@江寻千Little Red Book screenshot

Finally, @A makeup artist in Banna, who has been on the hot search list recently for her "explosive transformation" of a male artist. Rabbit runs a travel photography shop in Xishuangbanna and often posts her works on Xiaohongshu to attract more business. She has become famous for her beautiful makeup and exquisite photos.

Recently, she has transformed Xie Guangkun, Yang Di, Zhu Zixiao, Zhang Dada and other artists, which has made her popularity rise to a new level. In the 3-minute video, after wearing headgear, sticking tape, shrinking nose wings, applying foundation, contouring and other processes, many male stars who are not known for their appearance have transformed into boy band idols, which has amazed many netizens.

@A makeup artist in Banna, Rabbit, screenshot of Xiaohongshu

According to Kas's observation, this series of "explosive changes" actually started in December last year. She released the first "explosive change" video, targeting the funny blogger Zhang Baiqiao, and said that she would "challenge to make 100 people undergo explosive changes" in the future. As of press time, it has been updated to the 46th issue.

The content type of "explosive reform" has the characteristics of "strong contrast", which is in line with users' aesthetic taste for short videos. It has been quite popular since last year. At present, there are more than 760,000 notes related to "explosive reform" on Xiaohongshu. I believe that with this round of widespread popularity in February, it will continue to attract the attention of netizens in the future.

The above is the complete analysis of the February follower growth list. Will Xiaohongshu bloggers maintain this month’s growth momentum next month? Let’s wait and see.

Author: Kas Data

Source: WeChat public account: caasdata (ID:caasdata6)