Tips for developing a big Tik Tok account that attracts a lot of fans!

So what kind of influencers have more long-term appeal? What kind of content is more favored by users?

Which short video celebrity impressed you the most in 2019? Is it Li Jiaqi, the lipstick king who defeated Jack Ma? Is it Mr. Lang, the Langweixian, who has amazing eating power? Is it a little ball with a cute voice and lively personality? still……

Looking back from the beginning of 2019 to now, the competition in the short video industry seems to have never stopped. The "newcomers" are full of energy and eager to get a share of the market with their content, while the "oldcomers" are defending themselves tightly while seeking breakthroughs, hoping to have a longer blooming period.

As the market continues to evolve, we have also witnessed the birth of many popular videos and the huge fan-attracting process of many accounts. The ability to attract fans represents the competitiveness of an influencer’s account content, style, and even personality in the market, and what makes this competitiveness more valuable is the influencer’s ability to continuously attract fans.

So what kind of influencers have more long-term appeal? What kind of content is more favored by users?

In order to answer these two questions more intuitively, Kas Data broadened the time span and focused on the six months after the 2019 Spring Festival (February 5th to August 5th). Excluding government accounts and celebrity accounts, it selected the 15 celebrities with the largest increase in fans on the Douyin platform during this period, and took inventory of them one by one. Content creators may be able to get some inspiration from these celebrities.

TOP1——Li Jiaqi Austin

• Six-month increase in fans: 20.361 million
• Keywords of the influencer: beauty review, lipstick king, professional

When talking about the most popular short video celebrities this year, Li Jiaqi’s name is definitely indispensable.

The popularity and explosion of magical catchphrases such as "OMG", "It looks so good", "Buy it", his astonishing ability to sell goods, the enthusiasm of celebrities to appear in the same frame with him...all demonstrate the super popularity of this "Lipstick King". This celebrity, who has already achieved great success on Taobao Live, has increased his fans by 13 million in just two months after entering Douyin. Today, his number of fans has reached 31.695 million, and he has received 180 million likes, with both popularity and monetization capabilities.

Compared with other beauty influencers, Li Jiaqi, who came from Taobao Live, has obvious KOL + shopping guide attributes. He not only understands the products, but also is familiar with the products on sale and their competitors based on his familiarity with the knowledge and trends in the field. More importantly, he understands users and knows how to gain their trust and following in the most effective way.

On Douyin, Li Jiaqi has subdivided the grass-seeking videos. The cover of each grass-seeking video has the information of the grass-seeking product marked in a striking prompt box, so that users can see it at a glance;

In terms of content template, the content can be divided into "product display - trial - evaluation of pros and cons", that is, from problem analysis to problem solving, speaking directly about the pros and cons, and proposing corresponding solutions for consumers with different needs;

In terms of expression, his copy hits the nail on the head. In addition to insisting on his own evaluation, he also uses the most intuitive visual experience to show the characteristics of the product, such as directly kissing a transparent cup to verify that the lipstick does not fade, which is intuitive and inspiring.

Apart from these reasons, as a sophisticated male beauty blogger, Li Jiaqi's personality traits and personal style also make him more unique.

Kas’ comment: The sense of contrast created by professional male beauty influencers has become Li Jiaqi’s differentiating feature. On this basis, the influencer’s professionalism, personal charm, and understanding of user psychology have become his important weapons to attract fans.

TOP2——Langweixian

• Six-month increase in fans: 19.258 million
• Keywords of celebrities: Mr. Lang, big eater, real and down-to-earth

"I eat when I am happy, and I am happy when I eat." Langweixian, who not only loves to eat but also can eat a lot, has gained 1925.8W followers in half a year due to his "big eater" characteristics. Now the number of fans has exceeded 28 million, and his popularity has been rising all the way.

Langweixian, also known as Mr. Lang, has a stylish medium-length curly hair, wears a pair of large black-framed glasses, and always wears a loose T-shirt and sneakers. He wanders around various food stores, communicating with fans in a low voice while "tasting" the "huge" amount of food in front of him one after another with ease.

He doesn't have a stunning appearance, nor does he deliberately make gimmicky appetite challenge declarations. Mr. Lang, who looks a bit unkempt, is just like an ordinary neighbor around you and me, real and down-to-earth, which makes people feel friendly, and this is also an important trait that makes him very popular.

If food broadcasting is limited to "satisfying users' curiosity", it will be difficult to go too far. Therefore, in addition to his amazing eating ability, Langweixian also has many other topics that interest users.

On the one hand, there is the suspense setting of the mystery of gender. On the other hand, Langweixian himself is a joke teller and a king of golden sentences. He frequently makes golden sentences in the videos and often has some heartfelt exchanges with fans. In addition, in order to prevent users from getting bored with programmed content, the videos are often presented with interesting plots, which makes the content more interesting and attractive.

Kas’ comment: In the later stages of food broadcasting, it is easy for users to get bored with it if it relies solely on marketing gimmicks and satisfying curiosity. Only by exploring the most authentic characteristics of celebrities through a variety of effective means and giving food more warm meanings can the image of celebrities be made more three-dimensional and full.

TOP3——OvO

• Six-month increase in fans: 18.719 million
• Keywords of celebrities: games, music, chatting, funny, self-entertainment

In the past July, Xiaotuantuan’s monthly follower growth reached 5.739 million, with the highest number of followers increasing by 320,000 on July 31. Today, his number of fans has reached 27.212 million, and the number of likes has reached 350 million.

As a popular female PUBG anchor on Douyu, the content posted by "Yi Tiao Xiao Tuantuan OvO" on Douyin is mainly clips of high-energy moments during the live broadcast, and the content is mostly presented in the form of game screen recording + voice-over.

This kind of game editing content in which real people do not appear on the screen places higher demands on the copywriting, voice-over, and the degree of fit between the pictures and the voice-over.

Yitiao Xiaotuantuan, on the other hand, uses funny copywriting, incorporates its own style into it, and builds up a unique advantage for the account.

Analyzing its content, it is mainly composed of three parts: games, music and chatting. Funny and just the right amount of self-entertainment is a typical style of Xiaotuantuan.

For example, she would use the actions of the game characters to socialize in the game, dance, perform online begging and other tricks;

During quieter moments such as when waiting for the game to load or when teammates are silent, Xiao Tuantuan will fill the time by singing or muttering, so as to prevent the audience from getting bored and continue to attract their attention.

Xiaotuantuan also has her own way of interacting with fans. For example, Xiao Tuantuan has a fixed segment called "Apologizing Before Going Live". When she is late, she will apologize to her fans or pretend to be mean to her fans. Even if she is not late, she will apologize for being on time. Usually, I start the interaction myself, then I continue to write the story and then round it off.

Overall, the content released by Xiaotuantuan is not only interesting, but also can stimulate fans' sense of participation based on communication with users. The combination of the two greatly enhances fans' stickiness.

Kas’s comment: Celebrities who have already accumulated popularity on other platforms have certain advantages in themselves, and seizing their own eye-catching qualities, and constructing content that fits their own style through copywriting and expression, thereby "showing off" their own qualities, is tantamount to icing on the cake.

TOP4——XimuXimu

• Six-month increase in fans: 13.585 million
• Keywords of celebrities: campus, funny, little brother

Classrooms, school uniforms, teachers, deskmates, questions, exams...these elements are combined and intertwined to form Ximu Ximu's unique video style.

In the videos he released, the scenes are mostly campus classrooms. The protagonist Ximu from Xinjiang and his cute classmates are always wearing school uniforms and sitting at the desks. They have one interesting and brain-opening conversation after another with the teacher who looks very funny, which is funny and full of joy.

As of press time, Ximu Ximu has gained 16.971 million followers and 130 million likes on Douyin. However, as of February 5 this year, Ximu Ximu had only about 1.1 million fans. Looking at the rapid growth in the number of fans of celebrities, it is closely related to the style transformation that they carried out along the way.

The early videos released by Ximu Ximu were mainly short stories about daily life or different scenes. The form was relatively loose and it was difficult to form a strong memorable point. At the beginning of the year, Ximu Ximu revamped and upgraded the account from multiple levels such as scenes, costumes, characters, and content, and established a campus comedy short drama style that combines unity, recognition, and fun. During this period, Ximu Ximu's original open-ear song guessing class accelerated the growth of its fans.

Kas’s comment: Funny skits have a huge scale in TikTok. If you want to stand out from the crowd, it will be easier to form a differentiated advantage in this field by segmenting the comedy track and establishing a unique funny style.

TOP5——Mala Dezi

• Six-month increase in fans: 13.487 million
• Keywords for celebrities: food, realism, simplicity

As a celebrity in the food field with over 32.48 million fans, Mala Dezi's videos have neither very sophisticated lighting and scenery nor attractive Douyin-style BGM, but instead have created a simple and natural realistic style.

From introducing the theme of this episode's food teaching at the beginning, to briefly introducing the characteristics or functions of the food and bowing to ask the audience to like it during the intervals between making the food; to displaying the finished food at the end of the video and asking for attention, the whole process is done in one go and is natural and smooth.

The implantation of the two interactive signals of likes and follows, through the sincere attitude of bowing and requesting, greatly buffered the audience's discomfort with celebrities actively asking for likes and follows, while deepening the audience's impression of him. The simple and practical food tutorial also meets the practical needs of users.

Overall, as the number of Tik Tok users increases and its coverage expands, when singing, dancing, jokes and other content begin to make users aesthetically fatigued, content rooted in life itself will have stronger vitality.

Mala Dezi's realistic style and sincere attitude also make him stand out from the fiercely competitive food industry and carve out a food content route that is different from the sophisticated ones.

Kas’s comment: There are many ways to touch people’s hearts with food, and authenticity and sincerity are one of them. Leaving aside the exquisite packaging, returning to the "simplicity" of the essence of life may have infinite possibilities.

TOP6——Yuzu Cici Sauce

• Six-month increase in fans: 12.786 million
• Keywords for influencers: beauty, drama, counterattack, domineering

The top beauty IP Youzi Cicijiang has always been moving in the direction of plot-based beauty, and the core element of its plot is "counterattack."

On January 27, 2019, a video she posted about cross-dressing for a job interview received more than 2 million likes. After that, the content direction of Youzi Cici Jiang began to shift from life and emotions to the workplace, and she gradually established the image of "Youzi Zong", a royal sister with a distinctive personality.

In the videos she released, Youzi sometimes tears apart the scumbag, sometimes angrily criticizes the green tea girl, and sometimes vents her anger for her subordinates. In the different video themes, Youzi's domineering personality is clearly visible.

On the one hand, as a beauty blogger, Youzi Cici Jiang has demonstrated her superb makeup skills in each video, bringing users a very good visual experience;

On the other hand, various "refreshing" plot reversals closely related to life and work not only create a sense of refreshment, but also make Yuzi's personality more vivid and likable; after combining the two, the account's content advantages and sales advantages are highlighted.

As of press time, the number of fans of Youzi Cici Jiang has reached 15.714 million. On average, for every one or two works she releases, there will be a hit video with over a million likes. Her popularity should not be underestimated.

Kas’ comment: The combination of counterattack plot and beauty content can bring greater impact to users visually and psychologically. When users like the unique characteristics of celebrities, they are more willing to complete the conversion with empathy and under the guidance of emotions.

TOP7——Teacher Shenzhou

• Six-month increase in fans: 10.248 million
• Keywords for influencers: teaching, taking photos, and scenario-based guidance

On February 5, Mr. Shenzhou had only 728,000 followers on Douyin, but half a year later, his number of followers exceeded 11 million.

Just like the name of his account, almost all the content published by Teacher Shenzhou is photography tutorials. Among the 15 accounts on the list, he is also the only teaching blogger.

With the continuous influx of content creators and the increasingly perfect short video ecosystem, the demands of short video users have also changed accordingly: many users use short videos more based on their own interests and future development needs. In addition to killing their leisure time, attention allocation has appeared an important level of supplementing knowledge and learning skills.

For this reason, teaching accounts have become more and more popular, among which photography is an area that users are very interested in.

Looking through the works released by Shenzhou, in the early stage, he just uploaded some of his usual works into videos, relying on beautiful pictures and beauties to gain attention, and the number of fans did not increase significantly; later, Mr. Shenzhou began to take models to shoot in real scenes and upload the daily shooting, but the number of fans still did not increase significantly;

Then, in February 2019, he took the lead in adding "scenario-based" guidance to the video, such as "how to shoot on the road" and "how to shoot on the stairs", to help users fully understand the characteristics of daily scenes and use different postures to take beautiful photos.

This move not only strengthened and refined the practicality of teaching, but also enhanced the interaction with fans. Since then, the number of Teacher Shenzhou's fans has also achieved explosive growth.

Kas’s comment: Short video accounts that teach skills are increasingly attracting the attention of users, and accounts with clear positioning and clear teaching process will inevitably be discovered by more users with needs.

TOP8——Zhu Xiaohan

• Six-month increase in fans: 9.997 million
• Celebrity keywords: Family comedy skit, national daughter, cute and eager to get married

A cute daughter waiting to get married, a funny but henpecked father, a mother who holds great power in the family, and a series of hilarious life stories among them... "Zhu Xiaohan", who focuses on family comedy, interprets a family life that makes people yearn for, and has also won the hearts of 30.68 million fans on Douyin.

It is reported that when Zhu Xiaohan first opened the account, the content he posted was mainly daily dancing, but the response was mediocre.

After several attempts, a video telling the story of "plastic father-daughter relationship" attracted the first batch of users. At that time, there were few funny sketches reflecting family relationships on the Douyin platform. Based on this, the team identified a clear family comedy track, formed a first-mover advantage on Douyin, and established distinctive characters: Zhu Xiaohan, a daughter who is "stupid and cute", "greedy and greedy for money", and "single and please take her away", and Dachun, a father who "loves to bully his daughter" and is "childish".

After that, Zhu Xiaohan’s team will review the content regularly and continuously iterate and upgrade the content. Such measures as introducing the mother role to enrich the plot dimension, formulating corresponding content for festivals to achieve refined operations, and now introducing the blind date plot, have not only increased the number of Zhu Xiaohan's fans, but also strengthened the stickiness between fans and the account.

Kas’s comment: The vertical content entry method is conducive to improving the content’s recognition in the chaotic red ocean of competition, thereby enhancing the content’s irreplaceability, and is also conducive to forming a more accurate user group for the account.

TOP9——Achun (a face that is common to both men and women on the Internet)

• Six-month increase in fans: 9.863 million
• Keywords of the celebrity: Cross-dressing man, reversal

Before the beautification, he was a greasy, unkempt, rough guy. After the beautification and changing of clothes, he immediately turned into a super beautiful girl who is cute, sweet and domineering. Relying on the stimulation and freshness brought by this strong visual contrast, the "cross-dressing guy" Achun (a face that is used by both men and women on the entire network) gained 9.863 million followers in a span of half a year.

When the account was first opened, Achun promoted the name of "fighting fakes" and used humorous imitation videos to call on netizens not to be obsessed with online appearance. Along with this eye-catching appeal, Achun relied on the beauty function of the software to embark on one transformation journey after another.

Looking through the works released by celebrities, we can see that in the past six months, Achun’s video content has basically revolved around the core of transformation, with no major changes. But for now, users still have great interest and expectations in this model.

Regarding "what type of beautiful girl can a man with a height of 1.91 meters transform into", users will have doubts and expectations both visually and psychologically, which also constitutes the driving force for the account to attract fans.

Kas’ comment: Reversal can be said to be a standard element in current short videos. Whether it is a plot reversal or a visual reversal, when users are full of curiosity and anticipation for your next video, your account will have the ability to attract fans.

TOP10——Car Goddess

• Six-month increase in fans: 9.326 million
• Keywords for influencers: cars, storytelling, personality, fresh

The top celebrity in the automotive field, Car Goddess, not only has a growing number of fans on Douyin, reaching 19.367 million, but her ranking in the list of automotive celebrities has also always been among the best. Analyzing the characteristics of its account, it has irreplaceable advantages in content, personality and style.

First of all, in terms of content, although the account is positioned as popularizing automobile knowledge, the way of expression is not to tell the story in a straightforward manner, but to choose to interpret it in a "storytelling" way, by bringing users into a specific life situation to arouse users' interest.

Then, scientific knowledge is spread through a sense of immersion and fun. This not only makes the boring and hard-to-remember popular science content easier for users to remember, but also allows some car novices or car beginners to quickly accept the story-telling interpretation.

In addition, the image of the car-playing goddess, who is fresh, sunny, smart and generous, has become a trademark over time. She not only plays the functional role of introducing automobile knowledge, but also integrates into the program, becoming the feature and symbol of the program.

It can be said that in addition to the content itself, the car-playing goddess is also a source of trust for users and a tool for attracting fans to the account.

Kas’s comment: The storytelling interpretation enriches the popular science content, the character building strengthens the account’s main body, and the creation of a distinctive style establishes the account’s tone. These are the account’s irreplaceable advantages.

TOP11——Big G

• Six-month increase in fans: 9.096 million
• Keywords for celebrities: pets, plot, reversal, funny

Short videos about cute pets have always been a popular category in the short video field. Many cat and dog lovers are very happy to share and appreciate the cuteness of cute pets in short videos.

In TikTok, pet short videos are mainly anthropomorphic content. Pets have independent personalities and use their cute appearance and human-like behavioral feedback to create a relaxing, funny and heartwarming effect.

Big G, which currently has 12.914 million fans, mainly produces anthropomorphic content, and its alternative reversal plot is a key reason for attracting fans.

The protagonist of Big G is a Husky dog ​​named "Big G". The Husky's silly, cute, energetic and unruly character is itself quite famous and full of topics. As for the account style, Big G has also established a funny and reverse plot format that complements the character of the Husky dog.

The account has excellent visual presentation, a plot full of twists and turns, the protagonist Big G's full-force performance, and a unique narration that is perfectly integrated with Big G. In the works published on the account, the fascinating plot and Big G's funny and cute appearance complement each other, allowing it to capture the hearts of many fans.

Kas’s comment: Entertainment-oriented pet content has a natural advantage in Douyin because it can provide certain emotional value. When personalized pets are combined with well-made plot twists, the user's emotional value will be multiplied.

TOP12——Detective Xiaoyu

• Six-month increase in fans: 8.887 million
• Keywords for influencers: Women's safety guide, sitcom, column content

"I'm Xiaoyu, helping women stay away from harm." The famous detective Xiaoyu has had an extremely clear account positioning since the beginning of the account, which is to focus on the topic of women's safety, restore various dangerous situations through situational dramas, and call on women to raise their safety awareness and prevent accidents before they happen.

On January 30, 2019, Detective Xiaoyu released his first video, which received 750,000 likes on the same day. The second video he released afterwards continued to gain momentum, not only receiving 2 million likes, but also increasing his fans by more than 2 million.

Since then, Detective Xiaoyu has started his own strong journey of attracting fans. As of press time, the number of fans has reached 1231.8W.

The reason why Detective Xiaoyu has such a large number of fans is inseparable from several reasons.

From the perspective of positioning, Douyin has a huge number of female users, and its precise "female safety" positioning is extremely practical for these users;

From the perspective of content presentation, the account presents various crime cases in the form of situational dramas, clearly recreating the on-site events, and supplemented by Xiaoyu's segmentation and interpretation. The column-based content format can not only help users remember more intuitively, but also enhance the dissemination rate of the video;

In addition, Xiaoyu's calm, composed and justice-filled image has also become a distinctive symbol of the account, bringing him closer to female users.

Kas’s comment: Accounts with a clear target audience and clear positioning can often gain attention in a short period of time. When the label-like personality, fixed and distinctive form of expression, and practical and meaningful content have formed a strong memory in the minds of users, the advantages of the account are self-evident.

TOP13——Angel Funny Micro Comedy

• Six-month increase in fans: 8.547 million
• Keywords for celebrities: funny, nonsensical, down-to-earth

On February 5, the number of fans of Angge Funny Micro Comedy on Douyin was only 150,000, which was the least among all the celebrities on the list. After half a year of operation, the number of fans of this account increased to 9 million, which is a very significant achievement.

Anggo's funny micro-comedy focuses on the genre of funny skits, which is a genre with fierce competition on Tik Tok, but its angle of approach is unique, and it is this uniqueness that allows it to gain a firm foothold in the field of funny skits.

Just as the introduction on its homepage says, the style of Anggo's funny micro-comedy is funny, nonsensical and down-to-earth, so from the protagonist to the scene, to the story, the team has implemented this style.

The two protagonists of this account, Aunt Ango and Aunt Jiu, not only have unique looks, but their simple and unpretentious acting skills have also successfully made their images deeply rooted in the hearts of the people, attracting wave after wave of fans.

All the published stories are set in the countryside, and the nonsensical original stories derived from the rural environment are all hilarious.

Overall, this type of rural comedy-style video work has a down-to-earth sense of intimacy while also revealing a bit of foreign style. Its unique entry point avoids it from becoming homogenized, and is therefore able to stand out among a number of accounts.

Kas’s comment: When the overall competition in a certain content category is fierce, the construction of style and character creation that takes a different approach can often stand out on its own and reap unexpected results.

TOP14——Li Ziqi

• Six-month increase in fans: 7.929 million
• Keywords of celebrities: food, ancient style, pastoral

In the PGC era, Li Ziqi, with her unique style, has already accumulated a certain amount of popularity.

In the field of content creation, food has always been a particularly competitive category among all vertical categories. Li Ziqi has targeted the "social animals" who are in the jungle of steel and concrete and yearn for a comfortable life in nature, and has created a new type of food program - the "pastoral" school.

A "fairy" who seems to be out of touch with the mundane world, but who can actually go to the living room, cook in the kitchen, set up a swing, and make clothes...

In today's impetuous society, Li Ziqi's food videos, with their otherworldly style, coupled with sophisticated photography and post-production, satisfy the urban literary youths' fantasy of a beautiful paradise life. Even if they are not so practical, they do not affect people's appreciation of beauty.

Although along with Li Ziqi's popularity, there are also some disputes among viewers about the "rural filter", but it is undeniable that the comfortable, peaceful and ritualistic life presented by Li Ziqi can indeed hit the expectations in the hearts of many people, and this is also a core reason why Li Ziqi can continue to attract fans.

Kas’ comment: If you want to stand out in a highly competitive vertical category, an original style and tone are particularly important. When this style and tone can hit the hearts of users, the advantages of the account will be immediately apparent.

TOP15——Masters Talk About Cars

• Six-month increase in fans: 7.859 million
• Keywords of the influencer: automobile science, professional, scene interpretation

Master Talks about Cars is the second car-related account to enter the list. Its account uses popular science car knowledge as its professional selling point, focusing on being professional and useful.

In the early stage of account creation, under the guidance of the theme of "One piece of car knowledge every day", Master Talks about Cars concisely and concisely provided users with various professional car knowledge in the form of questions and answers, which accumulated a certain popularity for it. However, judging from the initial performance, this straightforward information transmission is not expressive enough to attract users, and the data situation has been fluctuating.

After establishing the professional attributes of the account through a period of knowledge transfer, Master Talks about Cars also began to introduce scenario-based interpretations in its creations to enhance the user's sense of immersion.

Therefore, although the theme is still "One piece of car knowledge every day", the addition of scenario-based interpretation makes the knowledge dissemination more vivid and the attractiveness is greatly improved compared to before.

Comment: Professionalism and usefulness are two essential elements that knowledge popularization accounts must possess. After possessing these two elements, the account will benefit greatly from being able to convey knowledge through more attractive forms of expression.

From the above inventory, we can see that although the 15 celebrities come from different fields, they all have several distinctive characteristics that are difficult to replace, and these characteristics are the driving force that supports their healthy development in the industry.

The amount of increased fans is not just a simple number. The operational ideas, operational strategies and user preferences reflected behind it are the core that short video practitioners should pay attention to.

For influencers who have already achieved certain results, how to extend their life cycle is the reality they will face next; and for influencers who are eager to gain a foothold and make a breakthrough in Douyin, how to find effective operational ideas from numerous cases is a question they need to think about.

Author: Kas Data

Source: caasdata (ID: caasdata6)