The video of sending red envelopes received tens of millions of likes. Why did "CC Yuhan" unexpectedly become popular?

A generous young aunt, a powerful "sister-in-law"... This Spring Festival, CC Yuhan became popular with several classic short videos. What is the content logic behind the extremely high number of likes? What kind of audience psychology does her video cater to? This article analyzes the background of CC Yuhan's several short videos, and also puts forward forward-looking insights into her development after she became popular. I hope it will be helpful to you who pay attention to short videos.

During the Spring Festival this year, a short video on Douyin titled "My Unmarried Auntie Came Home to Give Out Red Packets for the New Year" received more than 12 million likes in two days. Blogger CC Yuhan gained over a million followers in a week thanks to this video. Currently, CC Yuhan has 2.691 million Douyin fans.

In the video, the beautiful and generous aunt was generous and gave red envelopes to the children in the family in turn. After giving them out, she still had a lot of money left. Her strong financial strength is really enviable. At the same time, this video attracted a large number of bloggers to imitate it, and the imitators' videos received millions of likes.

You know, it has been a long time since Douyin produced a popular video with tens of millions of likes from amateurs. In 2022, among amateur bloggers, only the snow video posted by "_3" received tens of millions of likes. At the beginning of this year, CC Yuhan's video of sending red envelopes also unexpectedly became popular and became a phenomenal hit. What pain points did the "unmarried aunt" touch on netizens?

1. The unmarried aunt, a mirror image in reality

Although CC Yuhan's popular red envelope video is only 13 seconds long and there is no dialogue throughout the video, it carries a lot of hidden information. Unmarried women, non-marriage, good looks, self-confidence, financial independence, strong aura, winner in life... all these elements combined together are a complete envy of the heroine's script, which largely satisfies the audience's imagination of the perfect woman. After the aunt gave red envelopes to relatives and friends, she immediately returned to her social circle to attend the dinner. While drinking, she always had a confident smile on her face. Female netizens lamented: "My aunt has become what I want to be the most", and male netizens joked: "She is not married because she has not met me."

In the atmosphere of the Spring Festival family celebration, the unmarriage-averse aunt suddenly appears and undoubtedly becomes an outlet for the audience to release their emotions. She represents the group of women who believe in unmarriage, but presents a utopian life state.

Whenever I go home for the New Year, the biggest problem that bothers unmarried women is the various ways of urging them to get married, which often makes them exhausted. So, in order to solve this problem, what is the simplest and most effective solution? Just like the aunt in the video, throwing money at every household, as long as everyone can let relatives see that they can live happily as a single person, relatives will not force them to get married. As a netizen commented: "I will not get married or have children even if I have money in the future. I will take out some money every year to give out red envelopes like this, and see who dares to urge me to get married."

However, in real life, not everyone has the financial ability like my aunt, so they put themselves into the video characters. In essence, content creation is still based on the mirror projection of reality.

In addition, the unmarried aunt sent out red envelopes just in time for the hit TV series "Kuang Biao". The aunt's image is very similar to the sister-in-law Chen Shuting in "Kuang Biao". Both are strong women who walk with the wind, beautiful and cool. Undoubtedly, she captured the group of "Kuang Biao" fans and took advantage of the popularity of the TV series.

Inspired by Chen Shuting, CC Yuhan released another cosplay video "Living as a sister-in-law is much more interesting than having an older brother". This video mainly imitates Chen Shuting's outfit and makeup, and the number of likes has reached 1.393 million.

In summary, the popularity of the video of the unmarried aunt sending red envelopes is highly accidental. For content creators, how to maintain the popularity of millions of hits and achieve a second leap in fans is a difficult problem they must overcome, otherwise it is easy to become a thing of the past. In 2018, the early celebrity "Dai Gula K" also had a dancing video with more than 11 million likes, but as time went by, Dai Gula K's popularity has declined significantly. How long CC Yuhan can be popular depends on her subsequent content creation.

2. After becoming famous, how does “CC Yuhan” maintain her popularity?

"Half is quality life, half is mountains, rivers, lakes and seas", this is CC Yuhan's Douyin profile, and also her daily video sharing. Before she became famous, CC Yuhan positioned herself as a beauty and fashion blogger. She usually shared her travel vlogs on Douyin and embedded brand advertisements in the vlogs. The brands she cooperated with included SK-II Fairy Water, YSL Libre Water, Queen of the Night Essence, etc.

In addition, CC Yuhan will also recommend hard-core content such as "Three-minute skin care on weekdays", "SPA-level cream application techniques", "Atmospheric hairstyle tutorial" to the audience, and often shows off her fashionable outfits in the videos, looking like a real goddess.

However, it is quite a pity that although CC Yuhan has a peaceful and prosperous face and good looks, she is not very recognizable among the many bloggers with good looks. Moreover, her outfit videos are usually only a few seconds long and fleeting, and there is always a feeling of "beautiful but unoriginal". The advertisements she implanted in her daily vlogs also affect the viewing experience of the videos. The narrative style of the vlogs is too calm and not catchy enough. The latest advertisement video for the magic water has only 128,000 likes, and the speed of the popularity decline is obvious. All these have put her into a bottleneck of increasing fans. Heat wave data shows that before the birth of the red envelope video, CC Yuhan's fan growth rate fluctuated constantly, sometimes adding hundreds of fans a day, and sometimes losing hundreds of fans.

Not only CC Yuhan, last year, the short video blogger "_3" on Douyin also released a snow video with more than 10 million views. It was also a video without lines and only a few seconds long. But with the background music, different people remembered their own stories through the heavy snow. Today, "_3" still releases snow videos as usual, but due to the single style, he has never produced a hit, and now a video only has 10,000 or 20,000 likes.

In fact, CC Yuhan has many content transformation plans. For example, as a travel blogger, she can try to insert plots appropriately in her travel vlogs and set up some strong reversals, or she can share her travel money-saving strategies with fans. As a beauty blogger, she can share more beauty and skin care content and dressing strategies.

In addition to these, since CC Yuhan has established the persona of "unmarried aunt", she can also create short video plots of strong women. In short, forming your own recognition is the key.

As for the commercialization stage, CC Yuhan has only inserted advertisements in her vlogs and has not started live streaming for nearly three months. But in September last year, CC Yuhan conducted a live broadcast, when she was not yet popular. According to Relang data, CC Yuhan's two live broadcasts were watched by 18,000 people, and a total of 8 beauty products and 1 personal care and household cleaning product were launched, but the sales were terrible, with cumulative sales of only more than 7,000 yuan.

From the perspective of CC Yuhan's audience portrait, female fans account for 62% and male fans account for 38%. Among them, the age of female fans is basically between 18 and 23 years old, and this part of users has strong purchasing power. Moreover, as a beauty blogger, CC Yuhan is believed to take advantage of this wave of popularity to enter the live broadcast sales again, and will also start from the fields of beauty and skin care products, clothing and matching. By then, it is still unknown what kind of GMV CC Yuhan will create.

3. Final Thoughts

The short video industry is changing rapidly. The birth of a hit work certainly requires the right time node to be supported, but as a content creator, you ultimately still need to return to the content level and have the ability to produce high-quality content in order to see the birth of a hit.

When the New Year holiday is over and the popularity of "Kuang Kuang" has passed, if CC Yuhan continues to follow the route of beauty, fashion and travel vlogs, it may be difficult for her to retain fans, and she should continue to explore her next transformation route, otherwise she will soon be forgotten by the audience.

Author: Yuguo Cuiyan; WeChat public account: KOL User Manual (ID: KOL-TOPKLOUT)