One video gained 140,000 followers. This track is making rapid progress on Xiaohongshu

1. One video gained 140,000 followers, and home renovation has repeatedly become a traffic code

"I want to change my parents' room into a Chinese style by myself."

The first work posted by @在逃许师傅 on Xiaohongshu account tells the story of how he wanted to transform his parents' crowded and outdated bedroom into the Chinese-style design that has been popular recently.

Screenshot of @在逃许师傅Xiaohongshu account

Specifically, this video has only one theme - "Datsu-shō-ri", in other words, "dismantling".

The original bedroom was small and cramped, so the blogger first removed all the old-fashioned furniture that took up a lot of space; the partition between the balcony and the bedroom was abrupt and looked opaque, so the blogger removed the aluminum alloy partition between the two; when he looked up at the ceiling again, he found that the plaster line had cracked, so he smashed it all down with a few hammers...

After editing and speed change, the entire process of dismantling the room was condensed into a video of less than two minutes, but the changes in the house are indeed obvious: from an ordinary bedroom full of clutter and full of life, it has become a clean, tidy and slightly empty unfinished house, which gives people a strong sense of shock. Moreover, this change from disorder to order brings a good decompression feeling to the audience.

Screenshot of @在逃许师傅Xiaohongshu account

While everyone was shocked by the blogger's strong drive, they were also eager to see the completed house renovation. Fans urged for updates, and the popularity of the video and account also soared.

Within 24 hours after the note was posted, the number of followers on the account climbed from 30+ to 60,000+, and before the second note was posted, the account had accumulated more than 140,000 new followers. So far, the number of likes on this "first work" has exceeded 270,000, and the number of favorites has reached 39,000.

Subsequently, a series of works under this theme received good responses.

Making ceilings, building partition walls, laying floors, setting up cloakrooms... these ordinary decoration jobs are very interesting to fans, and many people said that they come to Xiaohongshu to "catch the show" every week.

As of now, it has been less than a month since the blogger published his first note, but the number of followers on the account has reached 230,000, and the latest video has already embedded a brand's business cooperation. Both the speed of the account's increase in followers and the speed of monetization can be said to be quite amazing.

House renovation is not a new topic in short videos. Under the keyword "renovation" on Douyin, the related topic #oldhouserenovation has been played 24.08 billion times, and #smallyardrenovation has reached 14.28 billion times; Xiaohongshu has millions of notes teaching you how to renovate a rental house at a low cost.

For example, the blogger @海边有座房, who became popular on the Internet last year, was introduced through the "dilapidated villa" left for him by his father at the seaside, and he transformed it step by step into the dream home in the hearts of many people.

@海边有座房 Xiaohongshu account screenshot

It can be seen that how to build an exquisite "high-rise building" on a piece of "ruins" has become a magic weapon to attract the attention of contemporary young people.

Why are home renovation videos so popular?

On the one hand, it gives users a sense of achievement. Renovation content is often time-consuming. Following the creator's lens, the audience will see with their own eyes the transformation of the house from a mess to a clean and tidy one. They also tend to have high expectations for the results of the renovation, which will reach a climax when comparing before and after the renovation. The instantaneous sense of surprise will be even stronger, and they may even have a sense of accomplishment and "feel proud" because of the completion of the renovation.

On the other hand, this type of content has a very practical "planting grass" significance. When the new generation of young people take the initiative in life, many people have long been dissatisfied with the outdated design of their houses, but they are limited by their knowledge and experience. In this case, renovation bloggers are undoubtedly leading everyone one step forward.

Moreover, the real life environment makes users feel more involved. For example, the room renovated by blogger @五金少女 has aroused the resonance of many users, such as "my home is like this too" and "same layout". Through their works, users can clearly see their renovation ideas and apply practical methodologies to their own rooms.

In addition, because these videos often have a strong "continuity", many users will be trapped in the blogger's homepage after clicking on a certain video, and will develop an "obsessive-compulsive" mentality like chasing a TV series.

@在逃许师傅Xiaohongshu account comment area

2. What kind of content is popular on Xiaohongshu?

Although the traffic and popularity of home renovation videos are enviable, their disadvantages are also quite obvious. Whether in terms of financial investment or shooting difficulty, it is not a form that is friendly to ordinary people.

For example, @在逃师傅许 was originally a student majoring in architecture and had also worked in civil engineering-related jobs. Therefore, in terms of experience, knowledge and personal skills, she is far superior to ordinary people. It is almost impossible for someone without any relevant experience to replicate her path.

But home furnishing is obviously the track closest to the lives of ordinary people. Don’t non-professional creators have a chance to get a piece of the pie? Of course not.

After browsing the numerous home content on Xiaohongshu, Kas found that there are several forms of notes that are currently popular on the site.

First, the simplest is the notes on sharing good things. This type of notes is often published in the form of pictures and texts. Bloggers will try their best to find some good-looking, creative, practical, and cost-effective household items, and add a short text to recommend them to fans.

The biggest advantage of this type of content is that it is simple in form and easy to operate, which is quite friendly to ordinary creators with little experience. But the disadvantage is that due to the low threshold for creation, the competition is also fierce. In addition, because the content is simple, if you want to attract people's attention, you have higher requirements for the pictures and titles of the notes, so creators need to have enough "online sense".

For example, @今天只想洗头, the content on its homepage is all the good things for life recommended by the blogger to fans. All the cover pages have a unified style, with specific things on a gray background as the main body, which looks simple and generous. What attracts fans even more is that the blogger will recommend related good things based on hot topics: must-haves for renting a house for living alone, dorm life artifacts, strange things bought by boyfriends... Different topics have different audiences and can attract more people's attention.

@I don't want to wash my hair today screenshot of Xiaohongshu account

The second is oral notes of practical experience. This type of content can also be said to be a subdivision of the knowledge field. Bloggers attract traffic and fans by sharing decoration knowledge and providing decoration suggestions. To make such videos well, the bloggers have certain requirements for professionalism, but compared with house renovation content, it does not require strong hands-on skills and the capital investment will be much smaller.

Kas observed that compared to simply telling the knowledge, using reverse angles such as "avoiding thunder" and "avoiding pitfalls" to give fans a sense of "anxiety" that they must watch it is easier to attract everyone's attention. On Xiaohongshu, a blogger named @坤哥装好房 used this kind of thinking. All the topics revolve around the mistakes that are easy to make in house decoration. Many fans left messages saying "Fortunately, I came to Kunge's place to take notes before the house decoration."

@坤哥装好房 Xiaohongshu account screenshot

Finally, it is worth focusing on the form of "life vlog". Compared with other life content, the most prominent difference between home bloggers' life vlogs is that they pay great attention to the "atmosphere". The focus of the video is not on the creator's life story, but on showing the environment and status of his life. The picture should be pleasing to the eye.

For example, blogger @子晴晴呀's works all record her "Every Day at 27". There is almost no human voice in her videos, and there is always a light BGM with the footage of her life, but every frame in the video has a beautiful layout, candlesticks, small vases, exquisite pots and pans... From the small things that occasionally appear in the camera, you can see the blogger's serious attitude towards life.

The life conditions shown in her works satisfy the fantasies of many girls about "dream life", and the introduction on her homepage also reads "Accompany me to discover another possibility in life", giving people a sense of "escaping from the world".

@子晴晴呀Xiaohongshu account screenshot

In general, in addition to providing "hard knowledge" in their videos, home bloggers on Xiaohongshu also pay attention to conveying their own tastes and attitudes in their works, in order to attract fans who share the same frequency as themselves.

3. How amazing is their ability to attract money?

Home content has become a hot track on Xiaohongshu recently. What attracts people is not only the traffic, but also the super strong "monetization" ability behind it.

On the one hand, this type of content is about the daily life of ordinary people, and a variety of products can be naturally embedded in the works. Compared with the electronic digital, maternal and child care and other niche tracks, bloggers have more room for choice in business cooperation. In addition, because this type of product is relatively more subjective and there is no absolute good or bad, the risk of "failure" in cooperation is relatively small.

On the other hand, many industry insiders revealed that the home furnishing market is still in a stage of "more porridge than monks", and the content and accounts are still not saturated, so even small bloggers have many opportunities to monetize. As mentioned above, @在跑许师傅 has won the favor of brands after only publishing 4 videos.

Screenshot of @在逃许师傅Xiaohongshu account

In terms of specific ways of monetization, most people still choose the form of "product placement" to earn the first pot of gold for their accounts. Because the content of home bloggers is all based on reality, such "grass-planting" content will be more convincing and convincing. In addition, if the theme of the work is chosen appropriately, there is a chance to gain multiple collaborations and achieve more efficient results.

For example, @海边有座房 released the first and second episodes of "In order to renovate my snack room, I almost emptied the supermarket" in May, and the shadows of the two partners appeared. The blogger first integrated the advertisement of a certain brand of refrigerator into the beverage display, and then integrated the advertisement of a certain brand of sweeping robot into the finished product display. Because the products appeared at the right time, fans did not express disgust at such a high density of implantation.

@海边有座房 Xiaohongshu account screenshot

In addition, if bloggers are able to build their own channels or supply chains, they can take advantage of the recent live streaming trend on Xiaohongshu and find a more competitive way to monetize.

For example, designer @一颗KK, although his account currently has only 230,000 fans, the number of viewers for his single live broadcast has exceeded 550,000, and the GMV of a single broadcast has reached as high as 20 million. Such data is definitely the best in the site.

@一颗KK小红书直播报报

In addition to the above two common monetization methods, in Kas’s previous article, it was also mentioned that creator @五金少女monetized by accepting commissions from studios and using short videos to attract traffic to Taobao stores. Most of the tools or objects they used in their works came from a specific store, providing users with a "shortcut key" to purchase the same items.

Of course, after seeing more and more people realize the advantages of the home furnishing field, some bloggers directly used their "identity" to monetize and immediately launched related paid knowledge courses to attract ordinary people who want to do a side job to pay for learning.

In short, with more and more young people pursuing high-quality life and willing to change their lives, the prospects of the home furnishing track are becoming brighter and brighter. Especially when the short video track has long been a red ocean, this hard-won blue ocean track, Kas believes, deserves more attention.

Author: Jiangbei

Source: WeChat public account: "CaasData (ID:caasdata6)"