"Pipidou" attracted 1.5 million fans in one month. Has the way cute baby accounts became popular changed?

Recently, a short video account of a 5-year-old child who complains while doing housework has quickly become popular online. Cute kids have always been a track for content that increases followers quickly, has a vertical audience, and has high fan stickiness. This article will take stock of some of the cute kids accounts that are currently ranked high in terms of total number of fans on Douyin. Those who are interested can take a look together.

"Five-year-olds are forced to grow up and do decathlons to support the family."

Parents born in the 1980s are raising their baby in reverse. Their 5-year-old son complains while doing housework. The number of followers increased by over one million in a week and 1.5 million in a month, becoming another hit in the short video track of cute babies.

The account is "Pipidou", which now has 1.6 million followers on Douyin and 260,000 on Kuaishou. After becoming popular, "Pipidou" opened product showcases on both platforms and started live streaming on Douyin.

Cute babies and mothers and babies have always been content tracks with fast growth in followers, vertical audiences, and high fan stickiness. From the top "Zhu Liangya" and "Xiao Chengzi Xiansheng" to the current "Pipidou", what do these parent-child cute baby accounts have in common? What changes have taken place in the way they become popular?

1. "Cooking + complaining", the cute baby account gained millions of followers

"When my mother starts to act like a spoiled brat, I have no idea what to do"

"On the fifteenth day of the lunar month, we eat glutinous rice balls, and she asked me to make them myself. My mom is really a troublemaker."

"I am not good at anything, and I am the best at cheating my kids"

"Everyone is born for a reason. I am definitely here to repay my gratitude."

…

Can you imagine that these quotes come from the mouth of a five-year-old child? Can you imagine that a five-year-old boy wearing a flowered apron is proficient in all kinds of housework, from making glutinous rice balls and dumplings to washing dishes? Can you imagine that a short video account of a five-year-old son complaining about his mother while doing housework has gained more than one million followers in a week?

On February 15, the cute baby account "Pipidou" released a video titled "Everyone is born for a reason, I am definitely here to repay my gratitude." In the video, a little boy wearing a flower apron, a pot-lid hairstyle, and a "simple and honest" special effect on his face was kneading dough with skillful movements. He also complained that his mother "only thinks about playing with herself every day, and raises the child like a Husky."

The hilarious and rhyming copy, coupled with the contrast between the dough-kneading work and the cute baby image, made this video a hit. Currently, the video has received 2.75 million likes on Douyin.

However, this is not the first short video of Pipidou that has gone viral. On February 5, the day of the Lantern Festival, Pipidou released a video of making glutinous rice balls. The content is exactly the same as the video of kneading dough: his mother lied that she fainted while riding a bicycle, so she asked him, a little kid, to make glutinous rice balls. While he was complaining about his mother being "the best at nothing and always cheating her child", he did not fall behind in the work.

This video received 1.008 million likes and 710,000 reposts on Douyin, becoming Pipidou’s first hit.

Xinbochang learned that Pipidou started posting videos on Douyin at the end of December last year. Starting from the first video "I Should Be Called Yang Duoyu", his main creative route was "the wronged son + the cheating mother", recording all kinds of funny and interesting things about the 5-year-old Pipi being cheated by his mother.

However, in the first few videos released, Pipidou's videos were not mainly about cooking, but rather interesting content showing Pipi doing her own laundry, cutting her hair, and other daily records.

Starting from January 22 this year, Pipidou's videos mainly began to feature the girl complaining about her mother while cooking, and each time she appeared in the video wearing a floral apron and using the same facial effects.

Moreover, compared with other contents, the "cooking + complaining" contents released by Pipidou have significantly higher number of likes, with most works receiving more than 200,000 likes, while other contents have received between tens of thousands and hundreds of thousands of likes.

At present, Pipidou’s homepage has published a total of 40 videos, which have received a total of 10.21 million likes.

In the Douyin fan growth list last week compiled by Xinbochang, Pipidou gained 1.01 million fans in a week, ranking third on the list. Feigua data shows that @Pipidou gained 1.469 million fans in the past 30 days. As of now, @Pipidou has 1.565 million fans on Douyin and 254,000 fans on Kuaishou.

2. Which cute kids’ accounts are likely to go viral?

Under every video of Pipidou, there is always an entry about "Gedatang girl", and netizens always leave comments in the message area such as "Why don't you run away from home with Gedatang girl?"

The "Gedatang Girl" as netizens refer to her is none other than the cute kid account on Douyin named @老薛和葛哒汤, which currently has 805,000 followers.

The content creation style and the process of becoming popular of this account are very similar to those of Pipidou. The protagonist is a little girl of only four or five years old. She had previously become popular for a post titled "A child should not have more than five toys". The work received 820,000 likes and attracted hundreds of thousands of fans in just one month.

In addition, there are accounts such as @慕晨妈妈, which has 1.21 million followers. These accounts have similar content ideas and do not have obvious traces of personality, so they can stand out more easily.

Moreover, the reason why these accounts are able to break through is that they all have one thing in common, that is, they incorporate funny elements into family and parent-child content, showing the various ways in which contemporary parents born in the 1980s and 1990s "cheat their children", making the videos warm and funny.

When it comes to parent-child and mother-baby accounts, people usually think of parenting accounts that focus on popular science content, such as Papi Jiang, Nian Gao Mama, and Ding Xiang Mama. However, in the past two years, this type of account that records the cute lives of human cubs or presents funny, prank, and warm family content from the first-person perspective of children has also allowed many influencers to gain a foothold in this field.

Parent-child accounts have been attracting a lot of fans, and parent-child KOLs have emerged as early as 2018. However, judging from the recent popularity of accounts such as Pipidou, the ability of cute baby accounts with down-to-earth and close-to-life content to attract fans is still strong.

Moreover, compared to internet celebrities who rely on hit products to maintain their popularity and average on-demand volume, parent-child accounts rely more on the continuous follow-up of a fixed group of people.

Xinbochang counted the top 20 cute baby accounts in terms of total number of fans on Douyin:

It can be seen that the cute baby account with the highest number of fans on Douyin is "朱两鐖". Thanks to its light-hearted and heartwarming family comedy videos, its fans increased by as much as 18 million in the four months of 2021, making it the top account in the cute baby field.

It can also be seen that many of these accounts have started live streaming to sell goods and try to realize their profits. For example, @朱俩吖, @小橙子先生, @博哥威武, etc. @朱俩吖 started live streaming to sell goods shortly after it became popular in 2021. Data shows that it has held 44 live streaming to sell goods in the past six months, with an average of 12,000 online viewers per session, 250,000 to 500,000 live sales, and a GMV of 10-25 million.

@小橙子先生, who has more than 25 million fans, has held 101 live broadcasts in the past six months, with an average of 7,517 people online per show, total sales of 750,000 to 1 million, and GMMV of 25 to 50 million. He is slightly better than @朱俩吖 in terms of sales volume and sales revenue.

At the same time, Xinbochang also found that the average live broadcast time of these accounts is mostly 3-5 hours, and the products they carry are mainly food and beverages and personal care and household cleaning products, and the average customer price of the products is relatively low, almost all around 30 yuan. It is not difficult to see that their live broadcast rooms are more in line with the characteristics and attributes of parent-child accounts in terms of product selection and live broadcast time, but this also has limitations.

3. What is the monetization capability?

After becoming popular, Pipidou has started live streaming to sell goods on Douyin.

From the perspective of Pipidou's live broadcast room, it is mainly Pipi's mother who appears in the live broadcast, there is no assistant to set the atmosphere, and the background of the live broadcast room is relatively simple. From the performance of Pipi's mother's live broadcast, it can be seen that she has not yet fully mastered the rhythm, words, and various live broadcast methods of live broadcast, and seems a little unfamiliar.

So, what are the sales data of Pipidou?

Pipidou's first live broadcast was on February 18, with a total of 3 live broadcasts on that day, with a total of 140,000 viewers and a maximum of 2,669 people online at the same time. In the end, the sales volume on that day was in the range of 250-500, with an estimated sales volume of 5,000-75,000 yuan. For a new account with no live broadcast experience, such a first broadcast result is not impressive, but it is definitely not bad.

Later, in the live broadcast on February 19, the total number of viewers of @皮皮逗's live broadcast room reached 200,000, and the maximum number of concurrent online viewers was 3,865. However, in the live broadcast on the 20th, the number of viewers in its live broadcast room reached 425,000, the maximum number of online viewers was 7,029, the single-game sales reached 10,000 to 250,000, and 1,489 new fans were added after the live broadcast.

It can be seen that the performance of Pipidou’s live broadcast room has been steadily increasing, both in terms of the number of viewers and sales. In just three days, the sales performance has doubled.

Pipidou's live broadcast room currently has 19 products on sale, mainly in the categories of personal care, household cleaning and maternal and child products. The average customer unit price of the products is also relatively low, at 27.65 yuan, with most products priced at 9.9, 19.9, and 29.9 yuan. The most expensive product is a household air fryer priced at 199 yuan.

The top three sales were "Shampoo and Conditioner Set" at 59.9 yuan per bottle, "Disposable Facial Cleansing Towel" at 29.8 yuan, and "Raccoon Children's Shampoo and Shower Gel Two-in-One" at 19 yuan. Judging from these products, Pipidou's live broadcast room still focuses on the family-style low-priced product route that fits the characteristics of the account.

At the same time, Pipidou also opened Douyin showcase and Kuaishou store. The Douyin showcase showed 194 items, "more than 1,208 fans are buying from him, and 4,255 items of recommended products have been sold"; while the Kuaishou store had 47 items, with a total sales volume of 633 items, mostly food and maternal and child products.

Judging from the fan portrait displayed in the Feigua data background, female fans account for more than 90% of Pipidou, mainly concentrated in the two age groups of 24-30 years old and 31-40 years old. Therefore, it is not difficult to see that the audience of this type of account is mostly mothers.

However, from the current perspective, the monetization of such accounts, apart from advertising, has certain limitations in terms of live streaming. For example, during Pipidou's live streaming, netizens kept leaving comments such as "Where is Pipi?" and "I want Pipi to introduce the product."

For this type of account, the public's focus is always on cute babies. After creating popular videos and quickly gaining followers, it is still a difficult problem for these accounts to continue to produce high-quality content and avoid users' aesthetic fatigue.

The new broadcast site discovered that the top cute baby accounts, such as "Mr. Xiaochengzi" with more than 25 million fans, "Brother Boweiwu" with more than 18 million fans, and "Qbao" with more than 11 million fans, have all lost followers in the past month, with each losing more than 100,000 fans.

If you just want to record the growth of cute kids through short videos, then losing fans and monetization may not be that important. But from the perspective of account development, there are thousands of cute kid accounts, and only by finding the core highlights of the account can you go further.

Author: Xiaolongguo

Source: New Broadcasting Station (ID: New_bc)