The number of followers increased by 4.1 million in two weeks! How to make Douyin’s automobile account a hit?

1. What content formats are available for automotive accounts?

Judging from the “TikTok Expert Fan Growth List” released by Xinbang, the number of fans of automobile accounts has increased significantly in recent times, frequently occupying the top TOP30.

For example, "Brother Tiger Talks About Cars" gained 4.1 million followers in the past two weeks, and nearly 8 million followers in a month; "Detective Who Knows Cars" gained 3.61 million followers in two weeks, and now has 15.296 million followers; "Sister Lu, the Car Dealer" gained 1.55 million followers in a week...

In the vertical field of automobiles, how do these accounts find their more niche positioning? What is the format of their content?

1. Explain the basic information of different cars

Just by watching a short video of 15-60 seconds, you can get information about a certain type of car, saving you the trouble of searching for various information. Taking the Douyin account "Brother Hu Talks about Cars" as an example, the video content mainly introduces cars, prices, tires, car functions, etc.

In the video, he is often seen in a suit, standing next to a car, explaining the car model with insightful jokes. From time to time, unexpected cars such as tricycles, bicycles, and baby carriages also appear. Many netizens said that they like to read your serious and funny introduction.

2. Share car-related knowledge

Many car accounts start with basic knowledge and tips, but the way they present content is slightly different.

The first category is non-plot accounts, which mainly use animations to directly explain knowledge points.

By marking the text in red or yellow, the emphasis can be highlighted. Taking "Car Easy Access" as an example, a video tells a piece of car knowledge or traffic regulations, such as "How to turn right in the straight lane" and "The traffic light language that novices generally don't understand."

The second category is drama-based accounts. Because this type of account is easy to personalize and form a unique identity, the number of this type of account is larger, but the competition is also more intense.

For example, accounts such as "Sister Lu from the Car Dealership" and "Father-in-law Talks about Cars" all start the video by using life scenes, integrating car knowledge into the plot, and then explaining the solutions.

The difference is that the Lu Jie in "Car Dealer Lu Jie" always wears a smart suit and a ponytail, and the scenes are mostly car dealerships. "Father-in-law Talks About Cars" is a family comedy, in which car knowledge is shared naturally in conversations between father and daughter.

3. Reasoning and analysis based on driving safety issues

In addition to the above two categories, there is another type of car account that adds reasoning analysis based on the plot.

The content of this type of account is no longer centered around car knowledge, but has expanded to driving safety issues. For example, the "Car Detective" gained 1.87 million followers in the past two weeks. His Douyin profile is to help you stay away from car dangers, and the video content generally exposes the scams of scammers through reasoning and analysis.

2. What are the characteristics of popular content?

After studying the 10 lists that have been released, I summarized the following characteristics of their popular videos:

1. Be close to life and create content that is valuable to fans

I have interviewed many Douyin account operators before. When asked how to continue to attract fans, they basically all emphasized that "first of all, you need to create high-quality content that can resonate with the audience."

Unlike some purely entertainment accounts, automotive accounts require more knowledge output. No matter what form the content is presented in, the most important thing is to provide content that is truly useful to fans. In this case, the selection of video content becomes particularly important.

In the past two weeks, a popular video by "Car Detective" talked about the phenomenon of residential property management charging random parking fees. The current number of likes is 1.823 million and the number of reposts is 140,000. Many fans in the comment section felt the same way and complained about the property management in their own communities.

2. Pay attention to social hot spots

Taking advantage of trends and following hot topics are the keys to increasing followers for many accounts. If it can be cleverly combined with hot topics or time, it will easily attract everyone's attention.

Hotspots are also divided into platform hotspots and social hotspots. For automobile accounts, it is difficult to take advantage of platform hot spots, such as hot topics, BGM, dance, etc. They will more often choose social hot spots, such as festivals and major social hot spots.

3. Sharing the scarcity of knowledge

"Shizhi Car Academy" gained 623,000 followers in a week, and the knowledge it shared was relatively less popular. For example, to determine the acceleration capability of a car, should we look at power or torque? If I hit someone with my car, do I have to pay for the medical expenses?

When the content shared by most accounts is highly homogeneous, the scarcity and viewability of knowledge are particularly important. In addition to the above three points, other ways to increase followers include update frequency, video creativity, and guest appearances between Douyin accounts.

3. What do the automotive accounts with a large increase in followers have in common?

While automotive accounts are creating differentiated content, I also observed some common characteristics:

1. Distinctive expert character IP

Most car-related accounts have a personalized IP associated with them. For example, the Douyin account "Car Goddess" features an all-knowing sister Wanru and a younger brother Dabao who is always causing trouble; "Father-in-law Talks about Cars" mainly features the silly and cute Zhu Xiaohan and the hard-working father who loves to bully his daughter; and "Brother Hu Talks about Cars" features Brother Hu, who was previously a host and founder of the China Problem Auto Show, and it is easier to convince people by having him as the account's featured character.

Real people appearing on camera can strengthen personal identity, make it easier for fans to remember your face, and allow users to complete identity recognition the moment they swipe up on the video, so personification is very important.

2. Unified video style

In the field of short videos, an overall unified video style can easily deepen users' impression of an account. Taking "Brother Hu Talks about Cars" as an example, he has a fixed opening line, "Many netizens have left messages saying they want to see XX car, and today it's here..." In addition, templates are also used in copywriting design, mostly in short sentences of four characters.

3. Highly scenario-based

It is said that "short videos come and go, but scenario-based marketing remains." At present, many vertical category accounts are trying "plot +" content, such as beauty, photography, food, etc.

The storytelling approach is more watchable and users can more easily be put into the scene, making difficult automotive knowledge easier to understand.

4. How to monetize automobile accounts?

According to the official data released by TikTok, as of the end of 2018, the top 10 in the ranking of all content tags are: beauties, handsome men, comedy, music, food, games, actors, dance, beauty, and animation. The Douyin content in these areas is undoubtedly the most popular among users. If there is explosive content, it will easily bring a wave of fans.

But for account operations, this is also the area where competition is most intense.

The next ranking of content tags is vertical field content such as celebrities, emotions, animals, sports, cute babies, education, campus, office software, skills, parenting, cars, and constellations.

Among them, "automobile" is considered a content category with a relatively high vertical threshold. According to official data, at the end of last year, the average daily playback volume of Douyin's automotive videos reached 1.1 billion, and the playback completion rate of automotive short video content reached 11%, among which 30 million users would like automotive videos every day.

Nowadays, the influencers who have become popular on the TikTok platform have gradually evolved from good-looking young men and women to influencers with professional knowledge or skills in certain fields.

At the same time, cars are typical advertising content because the content is vertical and the fan group is the target user. When an account mentions a car, it displays the functions or usage scenarios within the car, which is likely to be advertising implantation.

Zhang Kan, customer director of Xinbang Lawsky, mentioned that automobile brands pay more attention to conversion and generally use two types of Douyin accounts: one is drama and comedy accounts, and the other is vertical automobile accounts. Because most of these accounts are original and interesting short videos, the content is simpler and easier to understand, and is more likely to trigger user spread.

Previously, when he was doing Douyin promotion for Roewe Automobile, he chose "Father-in-law Talks about Cars" among the vertical accounts because he valued the fact that their video content mostly focuses on life scenes. It is understood that the video has been played about 30 million times.

Zhang Kan said that the videos released by car brands are mostly 60 seconds long. In addition to the implantation of video content, they will also divert and convert traffic through two methods. One is to divert traffic to the Tmall platform through the Douyin shopping cart; the other is to use the Dongchedi mini program or H5 and other external links.

The sales achieved through these two methods will be shared with the Douyin influencers to a certain extent. In addition, some accounts will direct traffic to apps or stores at the end of the video.

If such accounts can maintain a continuous output of content and establish their own authoritative persona, it will be very beneficial to the commercial monetization of the account.

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Author: Umaru

Source: New List