In 2023, where will the wind blow in the Tik Tok content track?

Only when the short video content is interesting can it attract an audience and the short video account can stand out. In this article today, follow the author to take a look at the key interpretations of some Douyin accounts that have increased their followers in 2022.

The Spring Festival has passed, and the curtain of 2023 has been completely opened. On this occasion, let's take a look back at the end of 2022: how the Douyin content ecosystem ended in 2022, and which influencers got on the bus to increase fans:

Looking ahead, there were no surprises at the end of the year. Except for @向太陈岚, who rose to prominence and gained 7.507 million followers in a single month, the number of followers gained by the accounts on the list ranged from 1 million to 3 million, with a very steady growth, which can be said to have continued the "calmness" of the past year.

Judging from the types of accounts on the list, drama, medical health, and food had a clear advantage in December .

Among them, story accounts occupy 5 seats, including family comedy accounts such as @疯狂小杨哥 and @小叮当的一家, accounts that take the positive energy route such as @安琪琪 and @每日转发正能量, and funny accounts with dense jokes and stronger creativity such as @李宗恒; in addition, there are 4 accounts on the list in the medical and health and food tracks respectively, and the remaining accounts cover vlog, mother and baby, travel, beauty and other types.

@Xiao Dingdang's Family @Li Zongheng @An Qiqi Tik Tok video screenshot

Although there were not many explosive points in the growth of followers in December, the many new faces that emerged in the list still let us see the infinite hope hidden in the Douyin content ecosystem . Looking at the list, except for @疯狂小杨哥, @医路前进巍子 who became popular in 2020, and @李宗恒, @小叮当的一家, and @张兰·巧生活 who have been active on the list recently, the remaining accounts are almost all "new stars" on the list of increasing followers:

For example, Xiang Tai Chen Lan, who just stepped into the live streaming e-commerce circle and triggered polarized justice; @暖一家, who used vlogs to record the funny daily interactions between a southern son-in-law and his father-in-law from Northeast China and Inner Mongolia; @哈尔滨好吃又好玩 (风风), who combined food with plots and staged a series of Northeast love stories; @氮菊, a fashion and beauty expert who still shines even when wearing sacks, mosquito nets, and floral curtains, etc.

Although the probability of influencers becoming popular nowadays is getting lower and lower, the emergence of these new faces still shows us a positive signal for the content ecology of Douyin: as long as the content is interesting and has an audience, the account will have the possibility of becoming popular.

Next, we will select some accounts for key interpretation:

1. @暖一家: contrast + fireworks + strong laughs

On January 4, 2022, @暖一家, a family sitcom, released its first work on Douyin. One year later, its number of fans reached 858.5W, a significant increase.

This account mainly records the hilarious family stories between the father-in-law from Northeast China and Inner Mongolia and the son-in-law from Shanghai. In the video, we can see the father-in-law and the son-in-law taking each other to their respective hometowns to experience the local customs and food differences, which collided with a series of unexpected jokes.

@暖一家TikTok video screenshot

For example, in a recently released work, a northern father-in-law took his southern son-in-law to prepare New Year's goods. The bustling Northeast market was filled with all kinds of New Year's goods, including big fish weighing 16 or 17 pounds, melon seeds cascading down like a waterfall, apples sold in large bags, large strings of red peppers that can be used as scarves, and firecrackers as tall as a person... A series of dazzling Northeastern specialty New Year's goods shocked the southern son-in-law again and again, making him exclaim in amazement.

@暖一家TikTok video screenshot

Before that, the hospitable Northeastern father-in-law took his son-in-law to eat beef bones, made him roasted whole lamb, stewed goose in an iron pot, made candied haws, stewed New Year chicken and other northern delicacies. During the period, we can not only follow the camera to see how different delicacies are prepared, but also see the funny reactions of the southern son-in-law when faced with different northern characteristics, as well as the joyful process of the son-in-law and the father-in-law playing pranks on each other.

On the other hand, southern sons-in-law will also take their fathers-in-law to "their own territory" to experience life, such as taking their fathers-in-law to eat southern Chongqing hotpot, taking him to the southern market, eating southern breakfast, etc. Northern fathers-in-law will also cook various northeastern delicacies in the southern sons-in-law's home, such as stewed goose with iron, northeastern braised pork bones, lamb ribs, northeastern steamed dumplings, etc.

@暖一家TikTok video screenshot

In general, this account follows the most active creation mode in the current short video content ecosystem, that is, recording interesting daily life in the form of vlogs. With the content characteristics of being real, fresh, down-to-earth, and full of fireworks, this type of video is often easy to win the favor of users. There are also many accounts that quickly increase their followers in this way. The recently popular @小叮当的一家 is also of this type. In addition to recording interesting daily life and bringing a strong sense of fireworks, @暖一家 also brings users several special highlights:

First of all , in the midst of a happy atmosphere, the cultural and dietary differences between the north and the south were naturally displayed, which resonated with and attracted discussion from a large number of users . The various reactions of the father-in-law and the son-in-law when they experienced each other's city customs also enhanced the contrast of the video and collided with many unexpected "laughing" results brought about by different customs.

Secondly, the relationship between the father-in-law and the son-in-law is very topical in itself, and such a combination is relatively rare in the family sitcom track, so users will also have more freshness . In addition, the images of the father-in-law and the son-in-law in @暖一家 are particularly vivid, and the two get along warmly and interestingly. Watching the two bickering and playing pranks is both relaxing and fun, and has gradually become a great pleasure for many users.

Finally, many of their life records revolve around food. Users can not only see how various northern and southern cuisines are prepared, but can also further feel the strong flavor of life from their videos.

2. @Harbin delicious and fun (Fengfeng) stall version: Food account staged a Northeast love story

"One person shows support every day, and the other waits for someone in different ways every day. This is the love story of Harbin."

In the comment section of the account @哈尔滨好吃又好玩(风风) stall version, similar messages can be seen everywhere, and this sentence perfectly summarizes the essence of the account's current content and the secret of its fan growth.

According to observations, the first work of @哈尔滨好吃又好玩 (Fengfeng)'s stall version was released in 2018. The early video content was mainly about food exploration, aiming to discover local delicacies hidden in the streets and alleys. The content format did not show much difference compared with other store exploration experts, so the speed of fan growth has not seen much explosion.

@Harbin delicious and fun (Fengfeng) stall version

Tik Tok video screenshot

On December 10, 2022, Feng Feng released a video of himself setting up a stall to make candied haws. On the stall were placed candied ginger, candied broccoli, candied chili peppers, candied silkworm pupae, candied mantis shrimps and other strange-tasting candied delicacies. After a customer ordered a string of candied mantis shrimps, Boss Feng Feng started by steaming the mantis shrimps and "making and dipping them on the spot".

During the process, each step seemed clumsy and flustered, sometimes forgetting to start the fire, sometimes unable to find his own skewers, and finally it was finally formed with difficulty. During the whole process, the only female customer had a crosstalk-style dialogue with him, adding a lot of laughter to the video.

@Harbin delicious and fun (Fengfeng) stall version

Tik Tok video screenshot

After the video was released, it received 193.8K likes and 123,000 comments, with many users joking that the boss was a "plainclothes policeman on a mission." Compared with previous simple store exploration content, this food + plot format quickly attracted more users' attention.

It was also from this video that @哈尔滨好吃又好玩 (Fengfeng) began to publish stall content continuously. The food produced gradually extended from rock sugar sweet and sour pork to frozen pears, baked buns, copper pot shabu-shabu meat, fried rice and other fresh items, and the only female customer Bingzi would come to support almost every time.

One of them dared to do it, and the other dared to eat it, while they chatted about Northeast China, performing a series of funny love stories with unique Northeast characteristics, which made many users unable to stop watching.

@Harbin delicious and fun (Fengfeng) stall version

Tik Tok video screenshot

Since the launch of this "stall version" content format, the number of fans of @哈尔滨好吃又好玩 (Fengfeng) stall version has seen rapid growth, with a total of 1.87 million fans added in December, and the current number of fans has reached 3.8 million.

3. Other Accounts

In addition to these two accounts, there are some outstanding accounts that deserve our attention. For example, @氮菊, who also has a brilliant performance on Xiaohongshu, wears fishing nets, yoga mats, express cartons, black garbage bags and other strange items on her body, turning them into the most fashionable items; the stunning transformation, confident steps, and her bright smile have attracted a large number of netizens to like and pay attention to her;

@氮菊TikTok video screenshot

@东北雨姐, focuses on the local customs, daily life, special food, etc. in Northeast China. The protagonist of the account, Sister Yu, is tall, impetuous, and almost omnipotent. She takes care of most of the farm work and releases a positive vitality from the inside out. Her strong personality charm has become a key factor in attracting fans to the account.

@东北雨姐TikTok video screenshot

After looking at the accounts on the list in December, and then turning our attention to the accounts that have been on or stayed on the monthly follower growth list throughout 2022, Kass can summarize several distinct content creation trends.

First of all, content that is lifelike, down-to-earth, and full of life is still very popular.

These include accounts that focus on family comedies, such as @暖一家, @小叮当的一家, and @疯狂小杨哥, as well as accounts that focus on daily rural life, such as @张小云和阿玲, @黄丽琴, @听听, and @东北雨姐.

Enhancing the drama on the basis of life can also add more highlights to the account. For example, accounts such as @张小云和阿玲, @黄丽琴, etc. all add mother-in-law and daughter-in-law plots on the basis of showing rural life. While enhancing the watchability of the account, it also evokes emotional resonance among more users by conveying the core of positive energy, thereby achieving rapid growth in fans.

Secondly, you must be good at finding differentiated entry points with more distinctive styles within a certain content type, thereby gaining the opportunity to break through the siege.

@哈尔滨好吃又好玩 (Fengfeng) successfully doubled the number of followers of the account after 30 days by combining the stall-style food presentation with a Northeastern love story.

Prior to this, the store exploration expert @二百者也, in addition to the regular store exploration and evaluation content, created a "fixed-quota store exploration" method of gameplay, that is, taking 200 yuan to open blind boxes everywhere, "I eat whatever the store sells." This blind-box store exploration method with strong fun and appeal has undoubtedly brought more expectations to users. @二百者 has also used this to improve his recognition and memorability, allowing him to stand out among a number of similar accounts.

@二百者也TikTok video screenshot

There is also the music account @富贵, which established its own mysterious tone with a "black clothes + black hat" outfit without showing its face. It successfully found a differentiated position in the fiercely competitive music track, and its popularity and recognition were greatly improved in a short period of time.

Finally, through extreme innovation, we can maximize the characteristics of our content and extend the account life cycle as much as possible.

For example, @垫底辣孩, @朱铁雄, and @氮菊, who all go the cross-dressing route, have different styles. Some of them perform various cross-dressing shows through makeup, shooting, and photo retouching; some of them perfectly combine special effects with cross-dressing, presenting a series of high-end Chinese-style cross-dressing shows; some of them transform strange objects into trendy fashion items, completing one catwalk after another.

But overall, the core of their popularity is very similar, that is, they are all supported by creativity and innovation, fully demonstrating their own characteristics and advantages, and constantly upgrading content, thus achieving remarkable results in 2022.

The story of 2022 has come to an end, but the story on the battlefield of short video content is still going on. In 2023, we look forward to more talents telling good stories.

Author: Yue Yao

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