Why is the top product on the Xiaokaxiu App store so popular (He Jiong, Jiang Xin, Xie Na, Wang Luodan, Li Xiaolu, Jia Nailiang are all playing it)...

Recently, a lip-syncing APP " Xiao Ka Xiu " with the motto "Life is like a play, it all depends on acting skills" topped the list of free apps on the App Store . Celebrities including Wang Luodan, Concubine Hua, Empress, He Jiong, Xie Na, Wang Luodan, Li Xiaolu, Jia Nailiang, Zhou Tao, etc. are having a blast playing it. The average number of likes on the celebrities' Weibo Xiao Ka Xiu videos exceeds 300,000. Currently, Xiao Ka Xiu has more than 2 million daily active users, more than 8 million downloads, and more than 500,000 daily uploads...

The popularity of any thing is a complex combination of factors, including the right time, right place and right people. The popularity of the short video app "Xiao Ka Xiu" is no exception.

Hitting the mark on the popular culture of funny people

Xiaokaxiu is a simple application that allows users to lip-sync by selecting their favorite audio clips, and then generate an interesting video to share. The most important reason why Xiaokaxiu became so popular is that it hits the characteristics of the post-90s and post-95s who like to perform themselves, and it is also in line with the current popular funny culture.

It is generally believed that the word "doubi" originated from Tieba. It is said that it comes from Red Boy's sentence in Journey to the West, "Are you the reinforcements invited by the monkey?", which was later modified by netizens in Tieba to "Are you the doubi invited by the monkey?", and then used to tease others for being cute and funny. The so-called funny person refers to someone who is very funny, a little silly, and a little cute.

As if suddenly, the funny culture has hit the people born in the 1990s and 1995s. This culture of self-deprecating and exaggerated performances to please others is very consistent with the characteristics of the younger generation, that is, I am stupid, so what's it to you? At the same time, the funny stars in the entertainment industry, represented by Deng Chao, Jia Nailiang (Tian Xin), and Liu Ye, the president of Huohua Society, entertain themselves by making fun of themselves. The sharing of this funny culture has been recognized by fans and is down-to-earth.

Xiaokaxiu has grasped the needs of this generation and tailored a funny performance function for it. You can use all kinds of exaggerated expressions to take selfies and perform. Everyone can give full play to their abilities and then share and show off their funny side, which in turn attracts like-minded people to know, download, perform and share, thus bringing about a snowball-like explosion.

Chasing minimalist design, simple and easy to use

The second reason why Xiaokaxiu became so popular is that it is simple and easy to use. Xiaokaxiu is a minimalist application with almost only one function, which is simply lip syncing. Even so, the threshold for use is lowered to a minimum, and subtitles are provided during the performance. You only need to select an audio and then perform according to the subtitles facing the camera. Some people say that Xiaokaxiu completely copied the model of Dubsmash (a short video application in Germany). No, no. Xiaokaxiu is absolutely innovative in subtitle application, social display and communication. It is acceptable to adopt other people's ideas, especially if it is done in a fair and aboveboard manner.

In such a fast-paced and information-overflowing era, the current generation is a "lazy" generation. Complex functions can only make people stay away. On the contrary, simple functions can allow more people to use and love them. Simplicity has become a kind of beauty. Whether it is Apple’s product design or the popular clothing with simple designs from Uniqlo , MUJI and other brands, they are all reflections of such a culture.

Xiaokaxiu became popular with such a simple function, which gives inspiration to many startups : don’t pursue large and comprehensive functions like building a platform from the beginning. Instead, they should lower their posture, focus on a small and beautiful field, concentrate all resources on one function, and solve a rigid demand of users. This can create miracles.

Leverage the power of big names to spread their own propaganda on Weibo

What’s interesting is that although the name of Xiaokaxiu is Xiaoka, it is very good at using the power of big names when it comes to communication. There are two recent events that have contributed significantly to the popularity of Xiaokaxiu.

One is the perfect combination of Wang Luodan and Jin Xing. The performance of Jin Xing in "Jin Xing Show" where she defeated the flight attendant with "orange juice" was widely forwarded online and even became a hot topic on Weibo. Since then, many celebrities have imitated this clip. Among them, Wang Luodan posted a video of herself imitating Jin Xing's "Xia Ka Xiu" on Weibo, and asked Jin Xing: "Will Sister Jin Xing fall in love with me?" Jin Xing immediately reposted this Weibo and praised: "Perfect." This Weibo post topped the hot topic list. Of course, the Empress Hua later pushed Xiaoka's Jin Xing Show to a climax of explosive dissemination. At the same time, Weibo also became an important battlefield for the dissemination of Xiaoka Show short videos. It is obvious that this product has integrated the promotion genes of the "Sina system".

The other is the Xiaokaxiu model of Happy Camp. In the latest episode of Happy Camp, the popular entertainment method of lip-syncing, which was created by Xiaokaxiu, was introduced. Stars such as Wang Luodan, Jiang Yiyan, Jiang Shuying, Zhou Yimin, Ruan Jingtian, Huang Xuan and others enthusiastically lent their support. The stars subverted their idol images, passionately carried out a hilarious lip-syncing competition, and started the acting competition mode of the best actor and actress, which made the audience across the country burst into laughter.

Whether it was unintentional or intentional, we have to admit that Xiaokaxiu's public relations timing was just right. Xiaokaxiu, with its outstanding humor and performance features, has attracted the participation of celebrities, forming a demonstration effect and becoming a part of popular entertainment culture, reducing users' unfamiliarity with the product, and then driving large-scale participation and interaction. In addition, the content is highly watchable and spreadable. After so many "free" promotions by big names, it is hard for Xiaokaxiu not to be popular.

The future survival model of the product

Of course, many people will worry that in today's era, trends are often short-lived, coming and going quickly. This was the case with previous shows like Face Cute, Surround the Nervous Cat, and How Old. Will Xiaokaxiu repeat the same mistake? The answer is no.

One of the reasons is that Xiaokaxiu gives the performance rights to the users themselves. Users are the most talented in performing. There are a million ways of performing for a million people, and there will be no boredom. Moreover, everyone has his or her own circle, and everyone's performance will affect his or her own circle through sharing, which will in turn bring new dissemination and new users, and the cycle will repeat.

The second reason is that Xiaokaxiu has always been following the hot topics, so it will never become outdated. Recently, "The Return of the Great Sage" has been a hit in theaters, and Xiaokaxiu has launched movie lines that are suitable for users to perform, such as "Are the Four Heavenly Kings brothers? Yes, they are sisters. Then is Nezha a boy? Yes, a girl..." As long as a new hot spot emerges, users will be interested in participating in the new performance and will always have the urge to perform.

The third reason is the powerful force behind Xiaokaxiu. Few people know that Xiaokaxiu and another well-known mobile video application Miaopai belong to the same company: Yixia Technology. The investors of Yixia Technology include Sina Weibo , KPCB, Red Dot, and StarVC. Sina Weibo provides a natural platform for Xiaokaxiu to spread its influence, but who is StarVC? I checked and found out that it is an investment fund established by Ren Quan, Huang Xiaoming and Li Bingbing. No wonder so many celebrities like Xiaokaxiu.

It seems that the sudden popularity of Xiaokaxiu is not accidental. This is the era of the rise of the post-90s and post-95s generations. Whoever can capture their hearts can win the whole world.

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