Xiaohongshu bloggers, are they becoming more and more "detailed"?

The Xiaohongshu fan growth list for February has been released, and various types of creators have stood out in different tracks. This article uses objective data and professional operational knowledge to analyze in detail the secrets of increasing fans of various creators. If you are also curious about how these outstanding creators mastered their secrets of increasing fans, let's take a look.

This article is 3,000 words long and is expected to take 8 minutes to read. Xiaohongshu's February fan increase list has been released. Let's take a look at which outstanding creators have emerged on Xiaohongshu this month:

The one who topped the list of followers this month is "Sister-in-law" @ChLoe Gao Ye. With the popularity of the TV series "Kuang Biao", the actress Gao Ye, who plays Gao Qiqiang's wife in the play, has also gained great popularity. Gao Ye has always had the habit of sharing on Xiaohongshu, including beauty, life, and film diary... The content of the notes covers a wide range, and each note starts with "Hello hello hello" to increase the memory point.

In February, she catered to the current hot topics and published many notes related to "Kuang Bi", which won the love of fans. Two makeup tutorial videos of "Chen Shuting" became the big hits of the account. In addition, compared with the previous low-frequency updates of once a month, she worked hard in the past month, publishing 16 new notes, and finally topped the February fan growth list with an increase of 525,800 fans.

The second place is @董洁, who became popular due to live streaming. In January this year, Dong Jie's live streaming debut on Xiaohongshu ranked first on Xiaohongshu's daily sales list. The self-media "Daihuopa" estimated that its GMV exceeded 50 million.

On February 24, Dong Jie live-streamed sales on Xiaohongshu for the second time and topped the sales list again, with an estimated GMV of 30 million. The highly watched live-stream also made her popularity soar.

In addition to live broadcasts, Dong Jie's life notes shared on Xiaohongshu are also very popular. The "Dong" life series uses "food, clothing and daily necessities" as an entry point to show everyone the daily life of female celebrities. The real and peaceful atmosphere shown in the video adds points to her personality, attracting many fans and gaining 405,000 fans in a single month.

The third place is the drama expert @小兰别动. As an old internet celebrity in the drama industry, @小兰别动 has become popular again on Xiaohongshu with the "Noble School" series. His videos , with the theme of campus love, have touched the hearts of young audiences. Although he plays multiple roles, many fans are still moved by the "love" between the male and female protagonists he plays.

Among the remaining accounts, 5 bloggers gained more than 200,000 followers, and 12 accounts gained between 100,000 and 200,000 followers. Compared with last month, the increase in followers has declined significantly. In terms of the types of accounts on the list, February spanned 8 categories including drama, celebrities, sports, games, finance, food, beauty, and cute pets. The highest ranking was still the drama account, with 6 bloggers on the list this time, and beauty bloggers also made efforts in February, ranking second with three people on the list. In addition, the ranking of other tracks is relatively even. Next, Kas will conduct a more detailed analysis of several new faces on the February fan growth list.

1. @肉肉小学姐 A new star with increasing fans on a very narrow track

The blogger with the most followers this month is @肉肉小学姐, the "chubby-faced beauty blogger who is best at taking photos."

Browsing the account's historical notes, Kas found that unlike many new bloggers who seemed a little "confused", @肉肉小学姐 found her own differentiated characteristics when she first entered Xiaohongshu, and the themes of her videos were mostly about "photo poses" and "photo skills" to share with fans. It is worth noting that unlike the general notes that share "universal poses", the blogger's notes always set detailed scenes, such as flowers, rainy days, waterside, and inside cars, which greatly increases the operability of the content.

In addition, after each tutorial, she will also show her own exquisite photos to demonstrate the actual effect.

However, although this extremely fine-angle approach can help the account attract accurate fans in the early stages, it is prone to the problem of "lack of topics" in the later stages.

In order to expand the boundaries of her content, she set her sights on the beauty and photo editing fields that are highly related to photography. Judging from the data, this attempt was undoubtedly successful. @肉肉小学姐 did not encounter the common pain period when the account changes its track, and even ushered in an explosion of fans growth.

On February 1, the post "Sticker Tips for Photo Editing You Don't Know" received 112,000 likes and over 740,000 favorites, more than 100 times the previous data. A detailed analysis of this popular note shows that it does have a lot of potential to become popular.

First of all, in terms of content, this video chose the "sticker photo editing" which is relatively rare in daily photo editing tutorials. The concept is novel and easy to attract users' attention.

In addition, this video also continues the blogger's usual approach of cutting in from a very detailed angle, pointing out at the beginning the theme of this video "Photos with beautiful backgrounds but dark faces" to screen out precise users.

Secondly, in terms of form, the main body of the video uses a comparison mode, placing the photos before and after the photo editing in the same screen to give users a visual impact. Then, in the subsequent content, the steps of photo editing are detailed, including selecting stickers, adjusting transparency, linear fading, etc., which truly achieves "hands-on teaching" and adds content.

What needs special attention is the way the blogger named this video. He used the sentence pattern of "You don't know..." to stimulate netizens' curiosity and increase the number of clicks.

Finally, a controversial point that was not the blogger's original intention contributed to the popularity of the note. In the comment area, a fan said that the smile in the photo used by the blogger as an example looked a bit strange. This objection attracted many other netizens to discuss, which invisibly increased the performance of the note's interactive data.

In a sense, this may also be considered a "traffic code", that is, compared to "perfect" content, controversial content that can trigger discussions may be more in line with users' viewing preferences and the platform's recommendation mechanism.

@肉肉小学姐Xiaohongshu comment area screenshot

In general, @肉肉小学姐’s rapid growth is due to her choice of an extremely precise niche track. Each of her works only talks about one thing, but each thing is described in great detail, which can well meet the needs of Xiaohongshu users who value practical needs.

2. @小A学财经@才才cary蛋仔派对 “Distinctive voice” becomes the new password for bloggers to break through

"Do you know who the richest person in China is now? Is there anyone who is still stuck in the era of Jack Ma?"

On February 10, @小A学财经 published a popular science note on the top ten richest people in mainland China in 2022. In the video, in addition to listing the names and net worths of these ten entrepreneurs one by one, they also gave an interesting explanation of their entrepreneurial stories and life experiences.

For example, the scene where NetEase founder Ding Lei and Pinduoduo founder Huang Zheng met was described as "just like Ma Huateng suddenly added you and asked how to receive WeChat red envelopes."

The serious financial knowledge, the interesting "big boss's life", and the blogger's unique Mandarin tone have attracted many netizens. Among them, Xiao A's tone has almost become a must-talk topic under every video:

• The blogger's financial content and tone are very touching~
• The sound is so distinctive.
• It's very exciting to listen to her talk.
• …

The distinctive voice gradually became Xiao A's "personal label" that distinguished her from other creators, and also contributed to her rapid increase in followers. In addition, Kas also observed that in this increase in followers list, game blogger @才才cary蛋仔派对 also established a unique account style because of her unique voice.

Cai Cai's posts are mostly screen recordings of his game live broadcasts, but he chose the authentic Chongqing "Trump" as his voice. The ordinary game explanations, told in a non-mainstream tone, are particularly interesting, and fans can always find a lot of laughs in his excited voice.

@才才caryDanzai Party Xiaohongshu screenshot

In fact, there are many Xiaohongshu bloggers who have become popular recently because of their voices. For example, @姜峰真的勾 transformed into a "beating lemon encourager" through clip sounds, and has been on the list of increasing fans for many times because of his anger to death of the milk tea boy; last month's dark horse @我叫阿园 used a warm and sincere voice to tell his travel experiences in the video, which made fans feel full of healing; emotional blogger @啊Sai's magnetic voice and talented expression in New York brought users a heartfelt emotional experience.

It can be seen that voice, as the "second image" of online bloggers, plays an increasingly important role and its role is becoming increasingly obvious. A distinctive voice can add a lot of brilliance to the creator's content.

3. A plot expert with a novel personality

In addition to the bloggers mentioned above, the following accounts are also worth noting. Drama expert @余余 cleverly chose to "take a step back" and focus the camera on his mother, using his mother's mouth to speak out the "new attitude" of contemporary young people, thus forming a novel character setting. When her boyfriend complained about his annoying work, she taught the girl to say: "Don't switch to the saint mode when you hear a boy complain. He already has a mother and doesn't need another one... If you reply to him, it's okay to be annoying, otherwise you like work and don't like me~"

When going on blind dates, she taught her daughter to switch her language with high emotional intelligence: for example, "can't do housework, can't cook, can't serve the elderly" can be interpreted as "focus on career, good at tasting food, and don't disturb the elderly's free life in their later years." The mother even redefined the "three obediences and four virtues" of new-age women: "three obediences" can be interpreted as "never gentle, never reasonable, never considerate", and "four virtues" can also be "don't hit, don't scold, don't talk, don't provoke."

The content posted by @余余 includes serious love tutorials as well as slightly funny jokes, but all of them are full of humor. Many videos are quite ironic when you think about them carefully, which makes fans have endless aftertastes.

As a male beauty blogger, beauty expert @Elvis Zengzeng has worked with many well-known artists and has strong professional endorsement. His works also show his extremely high level of makeup skills. Many users praised him in the comments for his "superb skills and good makeup". When shooting videos, in addition to the strong contrast in gender, he also used exaggerated makeup techniques to "split the whole face into two". On one side, he was either completely bare-faced or reproduced the wrong makeup techniques of novices, while on the other side, he "went heavy" with bright colors and explained in detail various correct makeup methods, forming a strong contrast with the "wrong" and bringing visual impact.

Professional endorsement + real skill display make him stand out in the fiercely competitive beauty industry, becoming another example of a male beauty blogger.

What new content will appear on Xiaohongshu in March? Kas will continue to pay attention.

Author: Kas Data

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

This article is authorized by @卡斯数据 to be published on 运派. Reprinting is prohibited without permission

The title image is from Unsplash, based on the CC0 protocol.