Douyin Operation: With tens of millions of followers, how did “Canteen Night Talk” conquer Douyin users?

The popularity of the Douyin short video account "Canteen Night Talk" has continued to soar in recent days. The number of fans has exceeded 10 million just over two months after releasing videos. This article will make a detailed analysis of the popularity of this typical case of "Canteen Night Talk" and provide you with some creative ideas.

"I'm Lao Hei, and I opened a restaurant in this city." Friends who have been following Douyin recently should be familiar with this line. This is the opening line of a new top account on Douyin, "Canteen Night Talk."

In the late-night Japanese restaurant, diners from all over stop to eat, and ordinary people's little stories are played out here one after another. This short video account, which has a very similar temperament to "Midnight Diner", has continued to gain popularity on Douyin in the past two months and has gained a large number of fans.

According to the editor's statistics, since the account posted a video in November last year, the number of fans has exceeded 10 million, and the average number of likes per episode is as high as one million, showing an astonishing growth rate. It is the top celebrity on the Douyin Newcomer List.

▲ Picture: Kas Data Business Edition - Tik Tok Newcomer List

As we all know, the super IP "Midnight Diner" has achieved good results and reputation in the fields of TV series and movies.

The popularity of “Canteen Night Talk” on Douyin is inseparable from the leverage of this super IP, but its innovation in content and operation as well as the influence of the external content environment are the key to its continued popularity.

This article will provide you with some creative ideas by analyzing the popularity of the typical case of "Night Talk in the Canteen".

PART 01: Analysis of the reasons for popularity

The account "Canteen Night Talk" has been in operation for only a little over two months. It started to get on track in terms of content from mid-November last year, with a regular update rhythm and a fixed content style.

It uses food as a medium to present the stories of different little people in front of the camera in a humane way. Every two episodes constitute a complete story, and the length of each episode is kept at about 1 minute.

These independent little stories turn this restaurant into a warm stop where diners leave their stories and share their happiness, confusion and insights. Why is this content style, which seems to be incompatible with the fragmented and entertaining temperament of Douyin, so popular among Douyin users?

We summarize the reasons as follows:

1. After the impetuousness, quiet content welcomes the market

From long videos to short videos, from PGC content produced by professional teams to today's national carnival, the content length is getting shorter and shorter, the industry entry threshold is getting lower and lower, and the audience's attention is being cut and dispersed step by step.

Some people have become famous overnight by relying on personal talents such as cover songs, dancing, and jokes. Some businesses have successfully created a screen-sweeping effect by using marketing methods. Hot products are no longer so scarce in the current short video industry, and the endless stream of celebrities is overwhelming.

The ever-heating industry situation has also led to an increasingly impetuous content environment.

In the monthly report on celebrities released by Kas Data in the past year, young ladies, young men, music and dance, and funny jokes have always been the strong categories in the short video industry. Good-looking, light-hearted, funny, and magical contents are often more addictive, but thin content and insufficient information have always been the flaws of these contents.

When this type of seemingly passionate and impetuous content reaches a certain scale, the audience will usually become aesthetically fatigued and turn to become interested in and looking forward to calm, life-like content. The sudden rise of Vlog on Douyin this year is a typical example.

▲ Picture: Tik Tok Vlog Top Celebrity "itsRae"

1. Lifelike and slow-paced expression characteristics

Tik Tok is a glamorous show where everyone shares beautiful, light-hearted and interesting content, while ordinary, everyday content has always been in the audience's blind spot.

"Night Talk in the Canteen" is a representative example of daily life. Although the content style is obviously Japanese and has not been truly localized and down-to-earth, it is full of life overall.

In the video, we see the trivialities, worries and joys of ordinary people's lives, and the ordinary routine of life.

Secondly, high fragmentation and fast pace have always been the iconic features of Douyin.

In order to capture the user's attention, many creators need to grasp the rhythm of the front, middle and back parts of the video.

Generally speaking, the purpose of the first few seconds is to quickly attract the audience's attention, so the beginning must be eye-catching; the middle part needs to be progressive, setting up suspense and questions; the last part of the video should provide answers, reversals, sublimation or add some operational interactive links.

However, content with a very life-like nature, such as "Night Talk in the Canteen", does not need to follow the above-mentioned universal content creation rules. It does not have violent dramatic conflicts, nor does it need to set up layers of suspense. It simply tells the stories of each little person in the form of meals and conversations, naturally bringing the audience into a warm cafeteria environment.

Of course, if the pace is not fast enough, a compromise must be made in terms of duration. Each story of "Night Talk in the Canteen" is filmed in two episodes, each episode is one minute long, and both episodes are released on the same day. This method of ensuring the duration + releasing in segments + updating on the same day not only ensures the integrity of the content, but also ensures that the audience will not feel unsatisfied and affect the viewing experience.

1. Stories about little people are more likely to resonate with people

In addition to the fixed character "Lao Hei", each episode of "Canteen Night Talk" focuses on ordinary people of all kinds.

They are dancers who come to the big city to pursue their dreams, part-time clowns in the amusement park, and lovers who broke up because of a quarrel over trivial matters...

These people are the most ordinary people around us. Their stories constitute a microcosm of social life and are representative to some extent.

Even if not every audience member has experienced their stories, the emotions and attitudes conveyed by the stories themselves are common. Every audience member can find his or her own shadow in these little people, feel similar joys, sorrows, anger and happiness, and resonate with the characters in the story.

1. Refinement and sublimation of emotions and attitudes

We mentioned above that stories about minor characters are easier to resonate with, and this refers to the choice of characters. So as for the content itself, how can we resonate with the audience?

The key lies in the refinement of emotions, attitudes and opinions. Especially in an environment like TikTok where content is produced explosively and audience attention is extremely scarce, refining and sublimating the content can effectively reduce the time and mental cost of the audience's active digestion and understanding.

The ideas of "Night Talk in the Canteen" are usually reflected in the title or content lines. These powerful ideas are the sublimation and summary of the content. Audiences can be inspired or comforted by these perspectives.

For example, "Instead of talking, we should learn to listen", "Please believe that those who persevere will eventually get applause", "I hope that we don't need to lose everything to appreciate it." These views are straightforward and easy to understand, have a low threshold for acceptance, and are more likely to resonate with the audience.

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Of course, in addition to the influence of the industry environment, the characteristics of life-like expression, the focus on small characters and the refinement and sublimation of content, the actors' plain and natural performances, the creation and training of a professional team and the radiation of the super IP "Midnight Diner" are all indispensable forces in promoting the popularity of "Dining Room Night Talk".

PART 02: Commercial Imagination Space

At present, "Canteen Night Talk" has updated 25 works and 12 complete stories, with an average of 2-3 updates per week. The content style and overall rhythm are basically fixed, and a relatively systematic production model has been formed.

Once the content is basically mature, commercialization planning will be put on the agenda. So what is the potential for commercialization of “Canteen Night Talk” and other KOL short video content? What other precautions should be taken?

The following points are summarized:

1. Ad placement is one of the main monetization methods

For a large number of short video content creators, advertising placement is their main way of monetization.

As more and more content is embedded with advertisements, audiences have become wary and repulsive. How to better integrate advertising and content while promoting products is an important issue for most creative teams.

Specifically, targeted improvements can be made in the following aspects:

1. Choose a brand that matches the tone of your content. When the brand and content tone are inconsistent, not only will the audience be easily distracted, but it will also affect the tone of the content itself.
2. Enhance the creativity of implantation. Ordinary image placement and verbal placement will repel the audience, while good advertising placement is a deep integration of content and brand.
3. Enhance the competitiveness of the content itself. High-quality content is the foundation of commercialization. Improving content quality is the simplest and most effective way to increase the success rate of advertising placement.

1. E-commerce conversion

At present, the commercial marketing tools of mainstream short video platforms have been basically perfected. Taking advantage of the platform to develop e-commerce is the commercialization method chosen by most creators at present.

As a top account on the Douyin platform, "Canteen Night Talk" has opened a product showcase and used e-commerce to convert traffic into sales, which is also a relatively effective way to monetize.

1. Artist Management

The success of Modern Brothers and Fei Qiming has made everyone realize that when celebrities have some basic qualities to pursue a career in art, they may be able to advance to become artists. This is also a feasible commercialization method.

Jiashang Media, where "Laohei", the owner of "Canteen Night Talk", works, is a professional celebrity incubation company.

Wang Chengrui, founder and CEO of Jiashang Media, also said in an interview last August:

“The company will further develop artist management, using content to build artists and gain traffic from a bottom-up approach to connect with more high-quality resources.”

"Laohei" himself has also opened his own Weibo and Douyin accounts, which are operated independently from the accounts where the content is located.

As popularity increases, advancing to an artist is also a viable commercial direction.

To sum up, although the rapid popularity of "Canteen Night Talk" is inseparable from the leverage of the super IP "Midnight Diner", its innovation in content operation and planning is also the key to its continued popularity.

Although this Douyin account has not been in operation for a long time, its astonishing growth rate has shown that it is a top account with huge commercial potential. In addition to mainstream commercial methods such as advertising placement and e-commerce conversion, the company's expertise in celebrity brokerage also provides the owner "Laohei" with greater commercial imagination space.

Source: caasdata (ID: caasdata6)