Old faces "disappeared collectively", newcomers on the Douyin track emerged

In March, many new faces appeared on the Douyin fan-increasing list, including many distinctive faces. What kind of content model did they use to successfully increase their fans? Kas Data will help us analyze and learn. Let’s take a look.

The Douyin fan growth list for March has been released. Let’s take a look at the list first:

At first glance, the intuitive feeling that this list brings to us is that the old faces are "all missing", and new faces from various fields occupy almost half of the seats on the fan-growing list, and the situation of "newcomers are king" seems to be becoming increasingly clear.

But another obvious phenomenon is that the number of followers of the accounts on the list continues to decline, and the gap between the accounts is narrowing . Specifically, the top of the list is @程响Echo, a music expert who has created many popular short video songs, with 263.9W followers in March. After her, the remaining 19 accounts have increased their followers between 1 million and 2 million. The last dance account on the list, @猛男舞团Icon, has increased its followers by 103.5W.

Image source: @程响Echo

Combining the Douyin video screenshots with the fan growth list in the past year, it is not difficult to see that in the current Douyin content ecosystem, if an influencer can increase his or her fan base by more than 1 million per month, he or she is already a rare leader.

Looking at the types of accounts on the list, they cover multiple vertical categories including drama/funny, mother and baby, music, food, talent and skills, travel, and beauty, showing the same diversified trend as always. Except for mother and baby accounts occupying 3 seats, the accounts on the list under each type are distributed relatively evenly, and no one category shows a significant advantage.

Next, Kas will provide a more detailed interpretation of several featured accounts among the many new faces.

1. "Talk show-style" popular science industry insider, @老九好茶 gained millions of followers in 7 days

In the fan growth list in March, @老九好茶 jumped to the top 5 of the list with an increase of 1.687W fans, making it a bright spot among the new forces.

According to observations, @老九好茶’s first work was published at the end of December last year. As of press time, the account has published a total of 4 works. As its account name suggests, the content published by @老九好茶 is closely related to tea knowledge and tea industry insider information. Looking at the Douyin content ecosystem, tea accounts are not uncommon, but most of them are active in niche circles, and there are few accounts that go beyond the circle. So what are the characteristics of @老九好茶’s account that allowed it to gain millions of fans in 7 days and gain such high attention?

On the homepage of @老九好茶’s account, he defines himself as a “stinky tea seller”, and the content he posts, like this humorous introduction, has a strong personal style. Unlike those regular, serious science popularization accounts, @老九好茶’s biggest feature is that it does not follow the routine, but uses a talk show style to talk about various industry insider information and industry pain points, while satisfying the characteristics of being interesting, useful, and informative, which quickly attracted the attention of users.

Specifically, every video of @老九好茶 is a single person, speaking towards the camera, and the video presentation is simple and crude. Born in the 1990s, he uses a funny old man special effect every time he appears on camera, claiming to be a practitioner in the tea industry for more than 60 years, and then uses a calm and serious tone to tell one joke after another about the industry, and his image is very memorable. In this process, he often changes the background of the oral broadcast after saying a key point, which invisibly injects a distinct rhythm into the video and alleviates the boredom brought by the single video format.

@老九好茶TikTok video screenshot

Looking at the content he outputs, on the one hand, he reveals many inside stories about tea that ordinary users cannot know , such as "What is the most profitable tea", "How to avoid being cheated when buying Pu'er", "The inside story of the production of tangerine peel white tea", "The chaos of adding flavors to tea", "The inside story of small green oranges", "Four principles of tea tasting", etc. During the period, he would occasionally insert his own tea selling stories, joking that he sold 20 yuan of tea for 88,000 yuan, and created a "profiteer" persona who tells the truth to "prove" these inside stories, thereby further arousing users' interest in watching;

@老九好茶TikTok video screenshot

On the other hand, when he shared these industry insider information, his expression was both humorous and down-to-earth, and he often delivered funny jokes and rhyming phrases one after another , such as "Dried tangerine peel and white tea, every sip is the essence", "Even if I am confident, I still have to plan a blueprint to trick you", "Life needs to be released, and drinking tea is the most important thing", "If you don't buy and I don't buy, the new tea can be reduced by 200", "Money can be earned again if it is lost, but if you lose your conscience, you can earn more", etc. There are many similar jokes and phrases, and even people who don't understand tea can enjoy reading them.

Users are able to obtain industry information while having a lot of fun, which greatly increases their interest in the account.

Due to various factors, @老九好茶's account was able to achieve a remarkable increase in followers in a short period of time. It is worth noting that while producing short video content, Laojiu, who owns an offline store, had already started live streaming to sell goods.

In the live broadcast room, Lao Jiu removed the old man special effects, and explained his own products while popularizing tea knowledge. In addition to the conventionally packaged tea, he also specially put on the shelves a variety of trial tea samples priced at 3 yuan to open up sales. Relying on the traffic and trust gathered by short videos, @老九好茶's live broadcast room has also achieved good results. According to third-party data, within 30 days, @老九好茶 conducted 11 live broadcasts, with an average sales of 1 million to 2.5 million per session, and an average UV value of 2.17 per session.

2. Family comedy + golden sentences + differentiated personality, @大劳R ushered in a new stage of account

@大劳R, who records funny daily life in the form of vlogs, gained 1.908 million followers in March, ushering in his own period of rapid follower growth.

According to observations, @大劳R began publishing works as early as April 2021. In the first work, she vividly recounted the funny story of being mistaken for a boy after entering a women's bathhouse. While the video received 35,000 likes, it also established her differentiated characteristics, namely the strong contrast between her image and gender and her sunny, humorous and likable personality.

In the video, Da Lao has very short hair, is slightly fat, and wears androgynous clothes. At first glance, he can easily be mistaken for a man. Focusing on the misunderstandings and contrasts caused by his own characteristics, Da Lao has launched a series of interesting creations . For example, when he was having dinner with a friend, a female friend of his friend mistook him for a boy and asked him to add her on WeChat. He helped a female friend drive away a "harasser" as a boy. He went to a women's clothing store to buy clothes and was told by the waiter "Brother, we only have women's clothes."

In July 2021, @大劳R posted a video of going to see a Chinese doctor to check his pulse because he was not feeling well.

In the video, the doctor felt Dalao's pulse and was puzzled. He said, "I haven't felt such a strange pulse in all these years. How can a grown man have irregular menstruation?" Dalao smiled helplessly and said, "I'm just a little girl." The shocked doctor took out a box of medicine and handed it to Dalao. Dalao said, "Ask clearly next time before taking my pulse" and prepared to leave. The doctor jokingly retorted, "Don't come next time", which further increased the humor of the video.

@大劳R TikTok video screenshot

After this video was released, it received a total of 127.8W likes. While making many people laugh uncontrollably, Da Lao, who has a neutral appearance but an interesting and cute personality, has also become known to more people.

Overall, most of Daluo's early videos recorded various interesting things that happened when he was with his friends. These videos helped him complete the first stage of fan accumulation. Starting in 2023, Daluo began to focus his creation on the daily bickering between himself and his mother. The intensive output of the mother and daughter made the video more funny, and the account also ushered in a new leap.

Specifically, the bickering between mother and daughter mostly revolves around urging marriage. Both sides have their own theories, presenting an extremely exciting "battle scene". The mother who always has the upper hand and the daughter who is always at a loss form a sharp contrast, which is very funny.

For example, in a video with 183.1W likes, Da Lao asked her mother, "Mom, if I can't find a partner in this life, will you blame me?" Her mother looked up at her and asked, "What did you say last time?" Da Lao replied, "Mom..." Before she finished speaking, her mother yelled, "Get out! Who is your mother?" Then Da Lao said, "Mom, can you add another sentence when you speak? This will be conducive to family harmony." Her mother turned her head and looked at her, and said unhappily, "Where is your husband?" This sentence immediately made Da Lao speechless and aggrieved.

@大劳R Tik Tok video screenshot

We can see a lot of conversations like this in the video.

For example, Lao Da asked his mother, "If I get married, can I stay in bed? Can I not wash the dishes? Can I not have children?" His mother yelled in anger, "Who is looking for you when they need a father!" His mother asked Lao Da, "Aunt Chen upstairs wants to introduce you to a girl. What are your requirements?" Lao Da immediately started to talk nonstop, "She must have a car, a house, savings, parents who receive minimum living allowances, she must be handsome, over 1.8 meters tall, and she must love me and treat me well." His mother was furious when she heard this, "If you want to find a partner, talk to me nicely. If you want to make a wish, find me a temple!"

@大劳R Tik Tok video screenshot

Overall, after focusing on family comedy, Daluo's data has improved significantly. The reason is that the interesting way the mother and daughter get along with each other, coupled with the hot topic of urging marriage, is very popular on Douyin. In addition, the frequent golden sentences and laughter of the two, as well as the contrast and fun brought by Daluo's own differentiated characteristics, are further amplified under the topic of urging marriage . It is not surprising that the account can usher in a new leap.

3. Other fresh faces

In addition to these two accounts, let’s take a look at other new faces on the list:

@雪宝宝, who has superb dancing skills, often shows various extremely difficult dance moves in different scenes. In addition, she can play the guzheng, walk like a model, and perform martial arts. Although she is very young, she has superb skills.

On March 2, she released a video titled "One minute on stage, ten years of hard work off stage."

In the video, she first put one hand in her pocket and confidently did a backflip, then jumped onto two stools next to each other, splitting them easily while moving them apart. When her legs were in a straight line, she slowly stood up and used her leg strength to put the two stools together again, then jumped off the chair and finished with a split on the ground. This set of smooth and skillful skills amazed users and earned the video 15.621 million likes.

@雪宝宝TikTok video screenshot

@B太 is a food expert who transformed himself into an anti-counterfeiting expert. His videos focus on exposing the malpractices of short-changing and replacing fake products in the food industry .

With his own electronic scale, B Tai exposed the chaos of short-changing in different barbecue restaurants, roadside cooked food stalls, fruit shops, hot pot restaurants, etc., tearing off the fig leaf of many catering industries. B Tai's bold and righteous approach won him the attention and support of many fans, and he was also selected as a Newsweek Person by CCTV, and received the comment of "making the cat's tricks visible".

@B太TikTok video screenshot

@刘格格, @尧一尧小肉包 and @希希不挑食 are all cute baby accounts, and they all record their daily lives. Among them, @希希不挑食 focuses on food eating. Faced with a table of delicious food prepared by her mother, she can not only eat independently, but also accepts all food and is not picky about it. She is also very active during the meal. The whole picture looks more healing, and people can't help but smile.

@刘格格@尧一尧小肉包@希希不挑吃TikTok video screenshot

One quarter of 2023 has already passed. How many outstanding newcomers will emerge in the remaining time? Kas will continue to pay attention.

Author: Yue Yao

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