Known as the "female version of Brother Yang", with over 10 million fans in half a year, is the comedy drama account going to have another hit?

This article focuses on how to create a hit with a comedy account. It analyzes the content of @小叮当的一家 and @暖一家 in detail, and finally focuses on the ability to monetize traffic. It is recommended for people who want to learn about the operation of comedy accounts.

The number of fans increased by nearly 3 million in one month, and the price of a single video is 200,000... A new "dark horse" has emerged in the funny plot track. Recently, the family funny plot account @小叮当的一家 was listed on Douyin for the number of fans that increased in November, with a monthly increase of 2.82 million. Today, it has 6.75 million fans on Douyin and 4.7 million fans on Kuaishou. In just half a year, the number of fans on the entire network has exceeded 10 million. The account mainly uses the brother as the first-person perspective to record the daily life of two sisters who are in junior high school. The video style is lively and funny, and the content is real and down-to-earth. Not only that, the younger sister Dangdang is also called the "female version of Xiao Yangge" by netizens because of her lively and lovely personality and her own funny talent. In addition, @暖一家, which records the father-in-law in Northeast and Inner Mongolia and the son-in-law in the south, also gained more than 7 million fans with family funny plots, and the price of one advertisement reached 390,000. What is unique about their short videos? Will there be another "crazy Xiao Yangge" in the family funny track?

1. "Contrast Sisters" gained 3 million followers in a single month

"The older sister is the one who loves to study, and the younger sister is the one who is brainless." This is the homepage introduction of @小叮当的一家.

"Dingdang's Family" is mainly from the perspective of the older brother, recording the daily life and interesting things of the two junior high school sisters Dingdang and Dangdang. Although they are twin sisters who look very similar, their personalities are very different.

The elder sister Dingding is quiet and introverted, but she is an excellent student; the younger sister Dangdang is lively and cute, likes to play pranks, and has a natural talent for comedy, but she is a "primary school loser" who doesn't like to study.

The elder sister has received countless awards since she was a child, so many that her brother's mobile phone screen can't even capture them all, while the younger sister only received a few "encouragement awards" in kindergarten; the summer summary printed out by the elder sister is as thick as a thesis, while the younger sister simply wrote the two words "ba shi (comfortable)" on a piece of white paper; when the elder sister was doing her homework seriously, the funny younger sister took out her mobile phone and excitedly took pictures of "men want to fight".

Such scenes are played out over and over again in "Doraemon's Family". In the words of fans: "(The parents') wisdom is all given to the older sister, and the sense of humor is all given to the younger sister."

It is this sense of contrast that allows users to quickly distinguish who is the older sister and who is the younger sister after watching the video of Doraemon's family, and quickly leaves an impression of "funny twin sisters" in their minds.

According to Xinbochang Observation, the first video of this account was published on May 1 this year and received 128,000 likes. With its humorous, relaxed and healing family comedy content, Doraemon's family has become popular on the Internet. According to Feigua data, in the Douyin's November fan increase list, Doraemon's family ranked seventh on the list with a single-month increase of 2.82 million fans.

As of now, Xiao Dingdang has 6.73 million followers on Douyin and 4.69 million on Kuaishou, with a total of 11.42 million followers on the two platforms. It took only half a year for the total number of fans on the entire network to exceed 10 million. The account has published a total of 74 works, with a total of 64.46 million likes, of which 17 works have received more than one million likes.

The key to the success of Doraemon's family is the younger sister Dangdang. The younger sister is the biggest attraction of the video. Her quirky and noisy personality always brings a lot of laughter. She is the "soul" of the video, and is often pranked by her brother because of her "lack of IQ".

It is precisely because of this contrast and funny that the younger sister is loved by many netizens and even has accumulated a group of personal fans. Xinbochang found that except for the brother who never appears on camera, the older sister, younger sister and mother all have their own personal accounts.

Taking the data from the Douyin platform as an example, the sister's personal account has only more than 7,000 followers, and the mother's personal account has 52,000 followers, but the sister Dangdang's personal account @煎饼aaa has 444,000 followers, and the best video received 370,000 likes.

At the same time, Xiao Dingdang's family, whether in terms of account positioning, character setting, shooting techniques, etc., seem to be very similar to Xiao Yangge, which makes netizens crazy. Some netizens even think that the way the little sister smiles is somewhat similar to Xiao Yangge. Under the video, a comment "Is this Xiao Yangge's long-lost sister?" has received 202,000 likes.

When searching for the keywords of Doraemon's family and Brother Yang on Douyin, entries like "Doraemon looks like Brother Yang" and "Is Doraemon's family related to Brother Yang's family" will appear. She is called the "female version of Brother Yang" by netizens.

2. Family comedy dramas become the new favorite?

In the field of short videos, there are many cases that focus on the family and use daily life as creative material.

In addition to Xiao Dingdang's family, the lifestyle account @暖一家 also follows a similar creative route. The account released its first video in January this year, mainly recording the family drama between the father-in-law in Northeast and Inner Mongolia and the son-in-law in the south. The work is real and down-to-earth.

From the perspective of character setting, both of them have a natural sense of humor. Because the daughter married far away, the father-in-law's home is in Inner Mongolia, and the son-in-law's home is in Shanghai, with a difference of more than 2,000 kilometers between the two families. Therefore, in the process of getting along with each other, it is inevitable that the two will face various aspects of running-in, such as eating habits, consumption habits, and living habits, which have led to various stories.

However, the first few works of Wen Nuan Yi Jia did not perform well. Wen Nuan Yi Jia became popular because of the video "Bringing the Northern Father-in-law to Buy Vegetables in the Southern Vegetable Market" released on January 26 this year. In the video, they were shocked that they could buy only one green onion and that potatoes could not only be peeled but also shredded in the southern vegetable market, and they said, "You might as well just ask the boss to cook for you again."

The strong contrast formed by the regional cultural differences allowed the two to accidentally unlock the traffic code. The video received 1.488 million likes on Douyin, becoming the first work of "Warm Family" to have over one million likes.

At present, "Warm Family" has created a total of 196 works, with 7.27 million fans on Douyin and 2.63 million fans on Kuaishou. According to Feigua data, its fans on Douyin increased by 1.98 million in the past 30 days, and its fans on Kuaishou increased by 819,000 in the past 30 days.

From the popularity of Doraemon’s family to the Wen Nuan family, we can see the common points in content creation among family comedy drama accounts.

First of all, the account positioning is accurate and the content themes attract users. The audiences who liked to watch "Home with Kids" more than a decade ago still like to watch family comedies, but perhaps they have switched from TV dramas to short videos. "Family-themed" content is very popular at any stage and can bring a sense of healing and pleasure to the audience in their busy and tired lives.

Secondly, the videos are real and down-to-earth. Compared with the usual beauty enhancement, exquisiteness, and various empty and exaggerated plots, real and down-to-earth life content can touch the hearts of users more directly.

For example, in the videos of Ding Dong's family, the two sisters often appear in pajamas with messy hair and rarely dress up. Such personality and image shorten the distance between the author and the user, leaving a deep impression on the audience.

Previously, according to media statistics, among the T0P2000 accounts on Douyin, nearly 24% were drama/funny accounts; and on Kuaishou, this proportion exceeded 30%.

Among the 1,000 Douyin accounts with the fastest increase in followers in the third quarter of 2021 released by Kas Data, the drama/funny category accounted for 13.4% and became the most popular content type in the third quarter. This type of account presents daily funny dramas in a more record-like and natural form, generally focusing on family life. Typical representatives include Xiao Yangge and Xiao Dingdang's family.

It is not difficult to see that whether on Douyin or Kuaishou, there are more and more creators of plot-based and funny content, and they are becoming more and more popular among users.

3. What is the monetization capability?

In the final analysis, the end of traffic still depends on the ability to monetize. The family comedy track has a fast fan growth rate and is easy to produce hits, but what about the monetization ability?

Previously, the content director of the leading dance IP Buqi Dance Company mentioned that from the user perspective, although accounts of drama and comedy are easier to grow in volume, due to their lack of verticality, their monetization capabilities will be weaker than those of beauty, food and other tracks.

Generally speaking, this type of account mainly relies on advertising for monetization.

According to the background of Juliangxingtu, the price of an advertisement of more than 60 seconds for Xiaodingdang is 200,000 yuan, and it has received 12 advertisements in the past month. Among them, 4 advertisements have been completed and 8 are in progress. In other words, if calculated based on this data, Xiaodingdang's monthly advertising income on Douyin is 2.4 million yuan.

The advertising quotation of Wen Nuan's family is higher than that of Xiao Ding Dang's family, and the quotation for an advertisement of more than 60 seconds is 390,000. In the past month, it has received 8 advertisements in total, 6 of which have been completed and 2 are in progress, and the advertising income can exceed 3 million.

In horizontal comparison, Crazy Little Yang's previous advertising quotation was around 600,000, so the advertising quotation and income of the Wen Nuan family are already quite considerable.

In addition, as more and more videos went viral, the Wen Nuan family gradually embarked on the path of live streaming to sell goods.

According to observations, it officially started selling products on Douyin in June this year, and has held 32 live broadcasts so far. Data shows that in the past month, the average number of viewers in the live broadcast room of Wen Nuan Yijia was 3.777 million, the average number of online users was 26,000, 75 products were put on the shelves, and the total sales of goods reached 25-50 million.

From the perspective of its live broadcast products, food and beverages accounted for nearly 60%, with an average customer unit price of 75.55 yuan. Among them, the sales of Horqin air-dried beef, Inner Mongolia specialty beef jerky, mutton rolls, fat beef rolls and other products in the live broadcast room exceeded 750,000 yuan, and other products also had good sales.

Obviously, compared with Doraemon's family, Wenwan's family has developed more diverse ways of monetization.

However, there are strong limitations on the placement of advertisements for this type of account. In order to promote the product, Wen Nuan released some videos, but the content of the advertisements seemed very stiff and deliberate.

Moreover, for users, too much commercial placement will also affect the viewing experience of the video. This is also an issue that this type of account needs to balance.

From @我是田老妈, @张若宇, @疯狂小杨哥, etc., to today's @小叮当的一家 and @暖一家, it is not difficult to see that creating funny plot content with family as the core is a tried-and-tested traffic code in the short video field.

However, on the one hand, it may not be difficult for such accounts to create hits, but it is not easy to continue to create hits. Therefore, how to maintain the output of high-quality content and continue to iterate content is still the key.

Secondly, most of these accounts are mainly based on advertising monetization, but many funny accounts have also begun to try live streaming to sell goods. Just as Xiao Yangge has incorporated his own style into live streaming to sell goods and created a "reverse selling" method, these accounts also need to show their own characteristics when entering the live streaming to sell goods, so that the content, role and selling can be better combined.

Only in this way can we go longer and further.

Author: Xiaolongguo

Source: WeChat public account "New Broadcasting Field (ID: New_bc)"