With a fan increase of nearly 3 million in one month, what stories from the Northeast did Sister Yu from the Northeast tell?

How did the newly-rising Internet celebrity Dongbei Yujie, who gained 3 million followers a month, plan her short videos? What are the precautions for telling stories with short videos? This article uses the rapidly rising Dongbei Yujie as an example to reveal the secrets of gaining followers and the dilemma of popularity, and puts forward its own views and suggestions. Recommended for those who are interested in short video operations and Douyin operations.

During the Chinese New Year, Douyin blogger Dongbei Yujie introduced the method of stringing candied haws to the audience. The general process includes going up the mountain to cut willow branches, picking hawthorn seeds, boiling syrup, stringing candied haws... The operation is neat and tidy, and one netizen commented: "I'm drooling late at night."

Northeastern Yu Jie’s specialty is more than just candied haws. In the past month, Northeastern Yu Jie has been constantly introducing the special food of the Northeast region to the audience in her videos, and has also shown the daily life in rural areas of the Northeast. Her followers have increased by nearly 3 million. What "traffic codes" has the generous Northeastern Yu Jie unlocked?

01 All comedians from Northeast China interpret Northeast stories in various ways

Dongbei Yujie and Lao Kuai are a couple. From the appearance point of view, Dongbei Yujie is 1.8 meters tall, with broad shoulders and a big waist, and a straightforward, bold, cheerful and generous personality. Lao Kuai is half a head shorter than Dongbei Yujie, and is a bit stingy in life. Their daily mode of getting along seems to be "the woman is responsible for the outside and the man is responsible for the inside". In the video, the performance of Dongbei Yujie and Lao Kuai is like a two-person opera, which is very cute in contrast.

In February last year, Yu Jie from Northeast China officially joined Douyin. In her first video, she said: "Yu Jie wants to show you the most authentic rural daily life." Later, Yu Jie released videos such as "Refining Oil", making "Vegetable Cakes", "Boiling Skin Jelly", and "Making Sauce Blocks". Although the videos have a strong rural flavor and are sincere and natural, these ingredients are too niche and the production process is relatively complicated.

Because of this, Sister Yu was in a tepid state for a long time. The video that really made Sister Yu popular was the one she released on January 8th, "Sister Yu shows you how much people in Northeast China are hoarding New Year's goods for the New Year!"

In the Northeast region where the temperature is minus 30 degrees Celsius, a pot is a natural refrigerator. In the video, Yu Jie shows off her New Year's goods while introducing the dishes that can be paired with them. There are strips of pork, tenderloin, ribs, pork elbows, frozen pears, frozen persimmons... When Yu Jie was showing off, she directly opened the pot lid, which was very domineering. Lao Kuai complained on the side: "How many pot lids have been damaged?" Her timid and obedient appearance was really hilarious.

It was the end of the year at that time, and the audience was eager to go home. Seeing Sister Yu's preparations for the New Year, their homesickness became stronger. One netizen commented: "Does the New Year's goods in Northeast China last from this Spring Festival to the next? How long will it take to finish so much?" As of press time, the video has received 2.172 million likes.

However, the side of the camera exposed the bitterness of life. Perhaps because she had been standing outside for too long, Sister Yu's hands and face had already turned red from the cold, but she still did not wear gloves and took the frozen goods to display them one by one. The traces of ordinary people's hard work in life were clearly visible.

From the videos Yu Jie posted, we can see that she is hardworking and capable in her daily life. She is not particular about small matters. She often carries two bags of rice and two barrels of soybean oil to visit relatives. She can chop wood with an axe and sew with a needle. She does everything neatly and quickly without any procrastination. Such a character naturally attracts countless fans. In contrast, Lao Kuai is more like a bullied young wife. His wife-controlled character makes Lao Kuai more lovable.

In addition to Lao Kuai, Yu Jie's videos also feature Cuihua, Hengha Er and other simple and kind sisters. They come to help with work from time to time, eat candied haws and popcorn together, and their sincere emotions overflow the screen. During the Chinese New Year, Yu Jie's family also gathered together. The family atmosphere she created in the video also established an emotional connection with the audience, and the Yuanxiao, whole mutton soup, and pig-killing dishes she taught the audience to make also became delicious dishes on the audience's table. Videos such as visiting relatives and friends during the Chinese New Year and returning to her mother's home are also very immersive. These are Yu Jie's "codes for increasing fans" during the Chinese New Year.

After the end of 2002, how does Northeast Rain Sister maintain her popularity?

In order to allow viewers to search for their favorite food, Sister Yu deliberately inserted eye-catching blue-purple fonts in the video. However, a careful look at Sister Yu's videos shows that the number of likes for her videos released at the end of the year ranges from 700,000 to 800,000, and as many as millions, while the number of likes for her food videos and rural daily life videos released at other times is only a few hundred thousand. This just shows that Sister Yu's popularity is largely due to the Chinese New Year.

During the Chinese New Year, every household is preparing for the New Year's Eve dinner. As a food blogger, Yu Jie's recommendation of Northeastern specialties meets the needs of the audience at this time. With the popularity of the video about stocking up for the New Year, Yu Jie successfully retained fans who are interested in life in Northeast China. The elderly can evoke their memories of their past lives from Yu Jie's videos, and young people can feel the life they once longed for from Yu Jie's videos. Yu Jie's audience circle has been further expanded.

However, as the New Year atmosphere fades, Yu Jie's popularity seems to be declining. The number of likes for her video "Celebrating the Lantern Festival on the 15th Day of the First Lunar Month and Chasing Lanterns" released two days ago has dropped to 346,000. The reason is that the number of specialties in Northeast China is limited, and the rural life shown by Yu Jie is not fresh after watching it too much. In addition, Yu Jie's videos have never changed the background music, and her interactions with Lao Kuai are also somewhat repetitive, which to a certain extent limits Yu Jie's continued increase in fans.

After the New Year, Yujie may try to transform her content. At present, her video style is similar to vlog-style daily records, which are a bit straightforward and not eye-catching. Yujie's content team includes Lao Kuai, Cuihua, Hengha Erjiang and Neighbors Dating. Yujie can fully play their Northeastern comedian attributes and try to make the interactions between neighbors into hilarious family comedies, thus highly restoring the funny daily life of Northeastern people.

As for the commercialization stage, Yujie is still focusing on content creation and has not tried to insert advertisements in short videos or conduct live streaming to sell goods. If Yujie is ready to conduct live streaming to sell goods, she can also start with Northeastern food to represent her hometown. Although it is unknown how Yujie's subsequent commercialization process will be, Yujie still needs to continue to innovate in content creation to prepare for commercialization.

03 Conclusion

Daily life in rural areas has always been an indispensable content in the field of short videos. From Zhang Tongxue to Liu Xuekun and Northeast Yu Jie, they have captured many fans through down-to-earth content expression. However, for bloggers in the rural areas, commercialization has always been a problem.

On the one hand, some bloggers in the agriculture, rural areas and farmers sector have not signed MCN contracts and are not familiar with the business logic of live streaming, which makes it easy for them to make mistakes in product selection and live streaming techniques. On the other hand, their audiences generally have weak purchasing power. For wild bloggers like Yu Jie, how to achieve the transition from content to commercialization is a challenge they have to face.

Author: Rain after cooking

Source: WeChat public account "KOL User Manual (ID: KOL-TOPKLOUT)"