With 1.58 million followers in a single month, Xiaohongshu has seen a "big comeback" by the end of the year

In just one month, the number of followers increased by an astonishing 1.58 million! This number is not only jaw-dropping, but also makes us wonder how Xiaohongshu achieved such strong growth at the end of the year. This article will deeply analyze Xiaohongshu's "rejuvenation", interpret the strategies and changes behind it, and reveal the new face of this social platform for you.

How did Xiaohongshu bloggers perform in the last month of 2023? The December follower growth list is out, let's take a look at it together:

The top spot this month is still held by a game account @NetEase Egg Party. The Egg Party at the end of the year can be said to be in full swing, and has successively linked with multiple IPs such as Sanrio Family, KFC, Pleasant Goat and Big Big Wolf, launched new skins and new activities, and continuously attracted the attention and participation of users. The account has also continuously improved its presence through ultra-high frequency updates, and gained 1.5866 million followers in December alone, not only topping the December fan increase list, but also becoming the account with the most followers in a single month in 2023.

The second place is @拜托了汤圆. The most unique feature of this account is that the blogger uses the setting and sound effects to create a suspenseful atmosphere, coupled with various strange popular science and challenges, creating an unexpected sense of harmony . In addition, the cover design of its notes is also very distinctive: the uniform background is a mirror placed on crumpled cloth, and the blogger seems to be a "witch" trapped in the mirror. With various interesting titles such as "Teach you a trick to jailbreak your brain", "If the exam is to eat food with the word "ice", "Do you dare to awaken your second personality", etc., the account successfully stands out from the crowd of notes and ranks second on the list of increasing fans with a monthly increase of 392,200 fans.

@Please Tangyuan Xiaohongshu screenshot

The third place is "street interview blogger" @工藤七, whose account publishes a lot of content. Recently, the content that has been continuously updated and has good data is a series of "house visiting diaries": 工藤七 will take fans into strangers' homes to appreciate their house designs and share their lives and experiences. Netizens can also see different "life" from such content. The surprising content has won the love of many Xiaohongshu, and the account also achieved a good result of 224,700 new fans in December.

Among the remaining accounts, the fourth-ranked @大漂亮爱吃肉 also reached the 200,000 mark, with a monthly increase of 217,600 followers. The other 16 accounts all had follower growth data ranging from 100,000 to 200,000, and the overall increase in followers of bloggers was not much different from last month.

Judging from the distribution of the accounts on the list, the December fan growth list covers seven categories, including celebrities, games, street interviews, reviews, home, drama, and women's growth. Among them, the drama track has 11 accounts on the list, which has an overwhelming advantage compared to other tracks . It is worth noting that there are many "new faces" of drama accounts that have not been seen before in the fan growth list this month, which is eye-catching. In contrast, the number of bloggers in the other tracks is relatively evenly distributed, with no particularly outstanding performance.

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

01. @工藤七美女博客街访问家,带球迷的体验

"How much is your monthly rent in Shanghai? Can I come and see your house?"

As Kudo Nana asked questions, fans followed him into a warm and romantic rental house.

In stark contrast to the dirty and messy corridor, the young man's house was kept in perfect order. When he opened the door, he saw a warm yellow quilt on the bed, a blue cat sitting on it licking its fur, and a recliner next to the bed, swaying and creating a warm atmosphere.

What is even more eye-catching is the detail arrangement of the house by the young man: the computer wall is made by himself, and one wall is filled with small potted plants, small ornaments, and small picture frames, which looks rich but not messy; the decoration next to the dining table is plant specimens made of fallen leaves collected by the young man himself, which are of different sizes and have a unique charm; there are also refrigerator magnets made of clay, and cacti filling the balcony... Evidence that the young man takes life seriously can be seen everywhere in the room.

@工藤七小红书 screenshot

In the fast-paced Shanghai, the young man's recording of life details and the decoration of the rental house seemed to slow down the pace of the audience in front of the screen. This attitude of loving life resonated with the majority of netizens. So far, the video has received 184,000 likes.

In addition to this note, many of the blogger's highly praised videos are related to visiting passers-by's homes . Kass browsed the three notes with the best data in December by @工藤七, which are "Shanghai's old house in the 1980s, I thought it was a new house", "Randomly grab fans to give surprises the next day, and the ending is a big reversal!" and "A family of six live in a 30-square-meter old public housing", two of which are about this theme.

The advantage of analyzing this type of content is that it shows fans different lives of different people, satisfying everyone's desire to "peep into private life" . Following the blogger's footsteps to visit a stranger's home is actually exploring the life experience and interests of the homeowner, listening to other people's growth experiences, and experiencing a brand new life that has nothing to do with your own.

In addition, perhaps because of the requirements for video quality, whether it is @工藤七 or other "home exploration" bloggers, the small houses they photographed have a unique charm in "interior design". Some are full of artistic sense, some make the best use of space, and many small ingenuity has the effect of inspiring the audience, and is also very practical and valuable in attracting fans.

02. @大美好爱吃肉's "Female Growth" topic prys open the traffic code

A quick look at the content posted by @大美丽爱吃肉 will easily attract you with these keywords: "I am only 24 years old, and I have lived the life I want", "25 years old favored by fate", "Only by not enduring hardships can you become a superior person"... Obviously, the protagonist of the account should have a pretty good family background.

@大美丽爱吃肉 Xiaohongshu screenshot

Recently, Kas has seen many bloggers with high-potential personalities gaining popularity on Xiaohongshu . They often use vlogs to attract fans by showing their "wealthy" lifestyle.

But Da Piaoliang's content is more than that. Looking through her homepage, although you can see a lot of records about her life, the focus of most of the content is not to "show off" her wealth, but to teach fans how to have a life like hers, and she has her own "unique" insights.

She told her fans that the secret to success is to learn to be indifferent, enjoy solitude, stop trying to please others, stop pursuing to fit in, and always run towards one's own goal. She also teaches ordinary girls some social games that seem "not honest enough" so that they can face the darkness and filth in real life.

Of course, her content not only introduces big topics such as outlook on life and values, but also focuses on small details, such as teaching people how to have a voice that sounds "noble" and how to quickly get a crush, etc. In short, the content of her account can be divided into three parts: one is how to make money and become rich, the second is how to become beautiful and fall in love, and the third is how to achieve personal growth. These contents just hit the "pain points" of most young girls today.

In addition, it can be seen that these sharings are all centered around the life experience and personality of "Da Piaoliang Loves to Eat Meat". Perhaps they have not achieved vertical content in the traditional sense, but they have never deviated from the blogger himself. This is very worthy of reference for other creators who create "personal IP" accounts.

Another clever thing about Da Piaoliang's content is that she has grasped the characteristic of contemporary young people who "believe in metaphysics", combining topics such as "wealth" and "making money" with metaphysics to leverage the explosion of traffic . Recently, she has a "big hit" with over a million likes, the title is called "6 metaphysical reminders, if you read it, the gods want you to win", not only did she work hard on the title, but she also constantly emphasized her "good luck" in the video to attract more attention and comments.

Another point worth noting is that at the beginning of many videos, Da Piaoliang would repeat this sentence: "I was a poor student, but I graduated from a top ten university in the world. I was lazy and disobedient, but I started a company directly after graduation and became a founder and free trader. I made a lot of money and achieved Hermès freedom and travel freedom. At the age of 20, I met a senior who was two years older than me. We were my first love, but we dated for five years and we are still very sweet now..."

By describing her experience as a "winner in life", she quickly caught the user's attention from the very beginning, causing the user to envy and like her, and to trust her subsequent sharing, thus quickly gaining followers in a short period of time.

03. There has been a huge explosion of drama accounts. What are the characteristics of these “new” bloggers?

Although drama accounts have always been a strong track on the Xiaohongshu platform, it is still rare for them to perform as well as they did in December and occupy an absolute advantage.

What is even more noteworthy is that there are not only many plot accounts on the list, but they are also very "new" . Many accounts are on the list of increasing followers for the first time. What did these accounts do right to stand out at the end of the year? Kas summarized the content features of 6 accounts for your reference:

@Xiao Wan Girl is a mother born after 1995. Before becoming a blogger, she was a retired soldier who loved Hanfu. Perhaps it was this background that made her pay special attention to my country's traditional culture.

Many of the blogger’s recent popular notes are introduced with “I didn’t expect”: “I didn’t expect that I might never see this unique Chinese romance again”, “I didn’t expect that I would feel sorry for a pen”, “I didn’t expect that South Korea successfully applied for the ‘bamboo forest’ to be listed as a world heritage site? The cultural transplantation has penetrated into such a subtle detail”…

Every sentence of "I didn't expect" will lead to a "Chinese memory" that is gradually forgotten by everyone. The pace of life of contemporary people is getting faster and faster, and many people ignore the study and inheritance of traditional culture. The biggest feature of @小万姑娘's content is to take fans to appreciate the magic of China's 5,000 years in her videos and awaken those past memories.

@小万姑娘Little Red Book screenshot

@小龙同学 concentrates on recording his younger brother's "silly" daily life , and each note is a wonderful "family comedy". Like every "child brother", his younger brother is childish, simple, loves games and doesn't like studying. As a "mature" college student, the older brother takes on the responsibility of educating and playing tricks on his younger brother. From an adult's perspective, watching the children make mistakes and foolish things, you can't help but laugh and sigh that it's great to be young.

@小龙同学Little Red Book screenshot

@萧萧同学 and @曲果果 both set their stories in the school era . The former's characteristic is to use exaggerated acting skills to recreate various funny jokes from the student days: playing "workplace basketball" with the principal, and fighting wits and courage with the "class informer". @萧萧同学's content is always very close to life. Watching their videos will always make people recall the carefree time they spent with their classmates when they were young.

The latter adopts the form of one person playing multiple roles, interpreting the youthful love stories of school days, allowing fans to re-experience the beauty of campus love. What's more special is that most of these storylines come from fans' contributions. The deskmate who helps bring breakfast, the neighbor who grew up together, the "slow CP" who eats melons and eats them... Every video is extremely sweet, and fans have also established a deeper friendship with the blogger through each love story.

@年轻小邹 records the author's experience of the daily life of young people with his grandpa . Playing billiards, playing board games, hanging out in Internet cafes, all the things that young people like, the grandpa will try, and the collision of two different ways of thinking has caused many jokes. Recently, the author suddenly wanted to teach his grandpa to sing the English theme song of "Frozen". The phrase "let it go" can be "大逼兜" or "泰迪狗", and the long sentence at the end is even sung by the grandpa as "swearing rap", which is even more hilarious with the serious expression of the old man learning.

@年轻小邹小红书 screenshot

@侯绿萝 plays a cross-dressing role to interpret the new status of "post-00s besties", especially the "When you and your bestie raise a child together" series, boldly imagining the life scene of "two sisters" raising a child together 20 years later. She can't cook and asks the child who comes home from school to bring egg pancakes; she goes home from karaoke at 4 a.m. to send the child to school immediately so as not to delay catching up on sleep; she "relays" with a child with a high fever on her back in the rain... All kinds of nonsensical plots make people feel a weird feeling of "although outrageous, it is not impossible", and can only sigh that "the spiritual world of post-00s is really beautiful".

Author: Kas Data; WeChat public account: Kas Data