With millions of followers gained in a week, what new tricks has “Warm Family” come up with?

This article starts from the Douyin blogger "Warm Family", objectively analyzes the development of the blogger "Warm Family" from the dual narratives of the Northeast father-in-law meeting the Southern son-in-law, the comedy blogger and the food blogger, as well as the road of live streaming and selling goods. Recommended for those who are in the short video industry.

As the saying goes, "a son-in-law is half a son", Douyin blogger "Warm Family" staged a series of hilarious family sitcoms between a father-in-law from Northeast China and Inner Mongolia and a son-in-law from the south. Now, as the New Year is approaching, the father-in-law drove his daughter and son-in-law home to celebrate the New Year, but tortured the son-in-law.

In the video, the father-in-law wanted to stew the New Year chicken for his son-in-law, but he made his son-in-law wear clothes that were so cold that they made a noise while he was catching the chicken. It was the grandmother who felt sorry for her son-in-law and put on a red and green floral jacket for him. In order to play a prank on his son-in-law, the father-in-law not only tricked him into licking the iron gate outdoors with his tongue, but also watched the clumsy son-in-law being played by the chicken while catching the chicken. This short video of less than three minutes is full of laughter, and the warmth of the father-in-law and son-in-law getting along well overflows the screen.

According to Relang data, the number of fans of Wen Nuan Family increased by 1.128 million in the past week, and the number of likes on their videos easily reached millions. Currently, Wen Nuan Family has a total of 7.125 million fans on Douyin. How did the funny duo of the Northeast father-in-law and the Southern son-in-law accurately poke the audience's laughter?

1. When the Northeastern and Inner Mongolian father-in-law meets the southern son-in-law

Parents have always been worried about their daughters marrying far away. The father-in-law from the northeast lives in Inner Mongolia, and the son-in-law from the south lives in Shanghai, with a geographical distance of more than 2,000 kilometers. However, the strong family affection shown in the video has long surpassed the geographical barriers, and established an emotional connection with the audience during the epidemic, winning countless fans.

From the perspective of character setting, the labels of Northeastern father-in-law and Southern son-in-law have a natural sense of humor. In the process of getting along with each other, they will naturally face various aspects of the friction in eating habits, consumption habits, etc., and all kinds of conflicts have also evolved into stories.

When the Wen Nuan family joined Douyin in January this year, the southern son-in-law's wife was about to give birth. The father-in-law from the northeast took the trouble to drive more than 2,000 kilometers to deliver a car full of Inner Mongolia specialties such as grassland beef and mutton rolls and whole black pigs to the young couple. His love for his son was beyond words, and the hardships of the long journey can be imagined.

The son-in-law also said: "If it were any of you here, I'm afraid your waist would be broken." Although the production of the video was relatively crude, the heartwarming scenes combined with the song "Father" brought tears to the eyes, and the video received 864,000 likes.

After that, the Wen Nuan family continued their heartfelt style and released short videos that were more like daily vlogs, including the son-in-law changing the air conditioner for the father-in-law, the father-in-law frying twisted dough sticks for the son-in-law, making buns, and other family life. However, the number of likes for the videos during this period was only tens of thousands, and it did not achieve the effect of going viral, but many netizens left messages saying that the father-in-law was a living treasure. The son-in-law probably also realized that he should make use of the funny characteristics of the Northeast father-in-law to create, and it didn’t take long for the Wen Nuan family’s short videos to transform into funny ones.

The father-in-law is very friendly. Although he stutters a little, his Northeastern dialect with a strong flavor is very down-to-earth and has distinct regional characteristics. The scenes where the father-in-law and son-in-law play tricks on each other in life have also become a source of joy for the audience. One of the videos, "Taking a Northern Father-in-law to Buy Vegetables in a Southern Vegetable Market," accidentally unlocked the traffic code.

When the two were shopping for groceries, the son-in-law bought a potato and the merchant helped to peel the potato skin. After a while, the son-in-law bought a piece of dried tofu skin and the merchant also helped to cut it into shreds. The father-in-law was shocked and said, "You're still selling one piece? No one will sell you one piece in the Northeast."

The difference in regional culture naturally creates a sense of contrast. The combination of the roughness of the Northeast father-in-law and the delicacy of the southern son-in-law has become the most distinctive feature of the video of the Warm Family. In the end, the video received 1.482 million likes. The subsequent short videos of the Warm Family were all created around the Northeast father-in-law and the southern son-in-law, and a series of works such as "When the Southern Son-in-law Goes to the Northern Vegetable Market to Buy Vegetables" and "Take the Northeast Father-in-law to Buy Fish in the Southern Vegetable Market" were released.

2. The dual narrative of comedy bloggers and food bloggers

The Wen Nuan family is not only a comedy blogger, but also an amateur food blogger. After all, the Northeast father-in-law is not only funny, but also good at cooking. The Northeast father-in-law and the southern son-in-law continued to perform funny scenes while demonstrating cooking to the audience. The videos of the Wen Nuan family, which have both funny and food attributes, also provide the audience with delicious food.

The first dish that the Northeastern father-in-law made for his southern son-in-law was Northeastern rice dumplings. After the two bought cabbage leaves, the father-in-law stewed the potatoes and mashed them into mashed potatoes. Then he added chopped green onions, shredded cucumbers, and shredded coriander. After stirring, he poured rice on top and rolled the cabbage into a ball. The rice dumplings were ready.

While working, the father-in-law muttered, "In one word, delicious." Then he took a bite of the rice dumpling and told his son-in-law to eat it like this. The son-in-law looked aggrieved and said, "Didn't you say it was for me?" The father-in-law quickly packed another rice dumpling for his son-in-law. He did a similar thing when he made Inner Mongolian-style hand-beaten meat for his son-in-law. Whenever the son-in-law stared at the food, the father-in-law would be the first to eat it. The scene was funny and heartwarming.

During the quarantine period in Shanghai, the father-in-law made immortal sesame buttons, four-happiness meatballs, special rice cakes, and flower-shaped steamed buns for his son-in-law in his spare time. These delicious dishes also aroused the audience's appetite, and the scenes of fireworks exuded a warm and peaceful atmosphere of life. The son-in-law played tricks on the father-in-law in various ways, and the father-in-law's venomous tongue against the son-in-law made the audience laugh. Netizens commented: "This father-in-law really treats his son-in-law as his son."

Recently, Wenxinyijia has updated a lot of videos of fathers-in-law from Northeast China and Inner Mongolia cooking for their sons-in-law from the south. However, some of the content has become too clichéd. For example, the father-in-law always scolds his son-in-law with words like "Are your eyes on the back of your head?" and "When did you go blind?" The love-hate relationship between the son-in-law and the father-in-law is easy to cause aesthetic fatigue after watching too many clips. How to innovate content and expand the fan circle is also an unavoidable proposition for Wenxinyijia in terms of business considerations.

3. How is Wenwan Yijia’s business journey progressing?

As more and more videos go viral, Wen Nuan Jia has gradually embarked on the road of live streaming to sell goods. According to Relang data, in the past month, Wen Nuan Jia has conducted a total of 5 live streaming sales, launched 79 products, and the sales volume of the live streaming sales on December 4 was 103,000, with sales of 9.102 million.

Judging from the user portrait, male fans account for 40.9% of Wen Nuan Yijia's fans, and female fans account for 59.1%, and their ages are approximately between 31 and 40 years old. The fan base also determines the positioning of Wen Nuan Yijia's products.

In the live broadcast room, the products sold by the father-in-law and son-in-law are mainly fresh produce and food, with prices ranging from 10 to 50 yuan, which are relatively affordable and easily accepted by consumers.

In order to promote the product, Wen Nuan's family also released some videos. In the video "The Inner Mongolian father-in-law makes Northeastern pork ribs for his son-in-law in the south", when the father-in-law was stewing pork ribs, his daughter suddenly appeared in the kitchen with foam all over her head and made an advertisement for the KONO bottle, but the whole implantation was too abrupt and had nothing to do with the scene.

Other videos promoting products by Wen Nuan Yi Jia also have similar problems. Products such as NC Sufuwei powder, By-Health plant protein powder, Diqiao joint collagen calcium, and Baimeishi sand beetle glue bait are implanted in the videos, which looks very deliberate. For the audience, too much commercial implantation will also affect the viewing experience of the video, and how to reasonably insert advertisements into the plot is a direction that Wen Nuan Yi Jia needs to explore.

As a comedy blogger, Wen Nuan's family has formed their own regional style, presenting works that are both funny and warm, but the plot twists are weak, and the family affairs are sometimes too trivial. At present, Wen Nuan's family seems to be trapped in the character positioning of the Northeast father-in-law and the Southern son-in-law, and other family members only serve as the background of the story, which is very limited.

In the subsequent content creation, Wen Nuan's family may also try the combination of other family members, such as the daughter-in-law from the northeast and the father-in-law from the south, the relatives from the northeast and the relatives from the south, etc., and set up a reversal on this basis and make some corresponding plot innovations. For short video bloggers, as the content becomes more and more rich and diverse, business opportunities will also come unexpectedly.

Author: Rain and smoke

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