A single video received over 2 million likes, amateur transformation is still the secret to traffic

1. Four accounts are on the list at the same time. The food industry always has new ideas.

Competition in the food industry has always been fierce due to the relatively low entry threshold and relatively strong monetization capabilities. On the other hand, driven by the continuous consumption needs of users, the entire food industry has always maintained a thriving vitality. In the fiercely competitive internal environment, there will always be new forces that emerge halfway, harvesting the attention of users with different styles and tones, and constantly injecting new vitality into the industry . The four food accounts on the list this time present us with four distinctive styles of play.

@鑫哥教煮菜 focuses on food tutorials . It does not emphasize too many forms and patterns in content presentation, but strives to intuitively show users the production process of various home-cooked dishes through clear pictures and concise explanations. The core is to meet users' practical learning needs.

Screenshot of @鑫哥教煮抖音 video

@凯凯的幸福生活 is to integrate food content into the daily life of ordinary people. The grandparents in the video are not only good at cooking, but the process of the two getting along with each other has also aroused the envy of many netizens: Grandma Kaikai is good at "praising", such as "Oh my god~ Look, the onion is cut neither too long nor too short, and the ginger is cut neither too thin nor too thick, it's just right" and other high emotional intelligence words that make Grandpa Kaikai very happy. He took on the housework with a smile on his face. The whole house is filled with a warm atmosphere of harmony and love, which makes the onlookers enjoy watching it and set off a wave of imitations.

@凯凯的幸福生活TikTok video screenshot

@猪猪七分饱 follows a differentiated eating broadcast route. The protagonist, Zhuzhu, is a post-00s girl who is 1.83 meters tall and weighs only 103 kilograms. Although she is thin, her appetite is amazing. In the videos she releases, Zhuzhu, who is always wearing pink clothes, starts with the fixed opening line "183, 103 kilograms, how much does Zhuzhu eat?" Then she wanders around the streets and alleys of many cities, exploring all kinds of delicious food, and then easily shows her amazing "eating" power in public.

According to observations, as of press time, @猪猪七分饱 has published 96 works and has 445.8W followers. The reason why this account has become popular in a short period of time is that in addition to the label of "big eater", which is itself very eye-catching, the huge contrast between the pig's body shape and appetite, as well as her small interactions with users and passers-by in front of the camera, have added more differentiated highlights . At the same time, the various delicious foods with good color, fragrance and taste have become more tempting under her passionate presentation, making many users greedy and unable to take their eyes away.

@猪猪七分饱TikTok video screenshot Different from the conventional ways of playing such as tutorials, store visits, and food broadcasts, @阿文今天吃什么 has uniquely developed a "no emotion, all skill" "speedy food" way of playing.

Analyzing the videos he posted, the main feature is the wild imagination and devilish editing . At the beginning of each video, we can see all kinds of cute animals such as ducks, rabbits, lambs, geese, etc. jumping and running towards the camera. However, just when people are still immersed in the cuteness of the little animals, the next second, they are unexpectedly turned into fresh ingredients on the chopping board, and then step by step become delicious dishes until they are eaten up at the speed of light. Finally, they become a photo hung on the wall. The whole process takes no more than 10 seconds.

@阿文What to eat today? Tik Tok video screenshot

"I thought it was a video of a cute pet, but the next second it was in the pot." With the fast-paced and "emotionless" editing techniques, users not only witnessed the rapid birth of dishes, but also witnessed one incredible "unpredictable world" after another, which shocked them but also made them laugh . The strange painting style and the contrasting brain circuits that do not follow common sense have formed the unique characteristics and style of the account, and also attracted the enthusiasm of many users to watch. On June 6, the account posted a video of a sausage duck that quickly showed how a duckling happily ran towards the camera and accidentally fell and then became a delicacy on the plate. The number of likes reached 574.6W.

@阿文What to eat today? Tik Tok video screenshot

2. @良田: The road to fame for an alternative photographer

@良田, who has loved photography since childhood, has been posting works on Douyin since May 2020. In the early days, his content mainly focused on showing guest photos, shooting highlights, and shooting tips. Although he has demonstrated superb shooting skills as a college student, the content format is relatively single and he has no obvious advantages in the same field, and the growth rate of fans is relatively slow.

@良田TikTok video screenshot

The reason why the account has ushered in a turning point is, on the one hand, because of several collaborations with the big V @小鱼海棠, and on the other hand, because the account has opened up a new way of playing with transformation + interaction , that is, going to various corners of the streets and campuses to capture amateur subjects, and after some interaction, they are carefully transformed with makeup, and finally a set of exquisite blockbusters are output.

@良田TikTok video screenshot

On November 8, 2021, @良田 met Zhang Xinyi, an ordinary girl who was picking up a package at the bottom of a university dormitory. After sending out a photo shoot invitation, they put on exquisite makeup for Zhang Xinyi, who was originally bare-faced, and took a group of beautiful photos. The stunning transformation made many onlookers amazed. In the following issues, Zhang Xinyi, who was very popular, often appeared in the account and became a traffic password. The corresponding "School Beauty Cultivation Series" videos were also very popular, and the number of @良田's fans also increased significantly.

@良田TikTok video screenshot

Later, @良田, who often shuttled around campus to catch people, focused his attention on a group of "special groups". They each had different defects, such as birthmarks and scars, some were deeply troubled by albinism, and some felt that they were fat and ugly... Because of these shortcomings, they were inferior and sensitive, but they longed for beauty in their hearts. After receiving the corresponding transformation needs, Liangtian would not only listen carefully to their stories, but also fully explore their advantages and characteristics, carry out all-round transformation and polishing for them, and then shoot a group of beautiful blockbusters that would make people's eyes shine . Along with the process of becoming beautiful and the kind encouragement of strangers, these protagonists facing different difficulties also gradually regained their confidence.

@良田TikTok video screenshot

"Liangtian is a good piece of land. Every person who takes a photo is a flower blooming on Liangtian. Everyone has his or her own characteristics, and each flower has its own fragrance. " In the comment area of ​​@Liangtian, a user wrote this comment. "Each flower has its own fragrance" is the current positioning of Liangtian's account. In his opinion, "beauty has no ceiling, and inferiority is a bottomless pit." Through his transformation and lens presentation, every ordinary individual blooms with his own brilliance and beauty. In the warm interaction, transformation and shooting process, users can see not only his superb photography skills and the amazing transformation of each protagonist before and after the transformation, but also feel the strong warmth and energy.

At the same time, since most of the subjects are from campus, users can also follow Liangtian’s lens and feel the unique splendor of youth. This is also an important reason why the account can increase its followers.

@良田TikTok video screenshot

3. Accounts with outstanding performance among the remaining accounts

For example, @江寻千 (九月) is a "refined" food expert. Her videos are mainly healing, and her works always reveal a peaceful atmosphere. In addition to food, her videos also record the inheritance of intangible cultural heritage, such as reading ancient books and using the ancient "water flying method" to make real pearl powder; she persisted in trying for days and nights to reproduce the "flower candle" in the Chinese wedding that is about to be lost...

On June 6, she recorded in a video the detailed process of how she learned the skills and eventually became the world's first female iron flower maker. This video dominated the screens of multiple platforms such as Douyin, Kuaishou, Bilibili, and Xiaohongshu, attracting the admiration of countless netizens, and @江寻千 (九月) also took advantage of this to be on the Douyin and Xiaohongshu fan increase list.

@江寻千(September) Tik Tok video screenshot

@小童模陈韩衬 records the daily life of child model Chen Han 衬. The handsome face and sensible personality of the protagonist have attracted a group of users who want to "raise a baby online". The account has published 88 works so far, and the number of fans has reached 1.557W.

The above is Kass’ analysis of the June fan growth list. 2023 is already halfway through, what will the Douyin content ecosystem look like in the second half of the year? Kass will continue to pay attention.