How to deal with the sluggish growth of TikTok accounts?

User visual fatigue, slow content iteration, and competitors snatching users away from them can all lead to weak growth in a content product. Content creators will more or less encounter such challenges. As short videos are on the fast track, the regulatory environment changes every few days and is always changing. To keep abreast of the industry's trends, we need to focus on players with strong explosive power.

We will take you to look at the top 50 players on the Tik Tok Newcomer List, and try to figure out the secret of their rapid rise on Tik Tok.

The Newcomer List is a list of celebrities with the fastest commercial value growth on various platforms. It refers to the ranking of celebrities with the fastest fan growth in a specific period of time.

We compared the Douyin Top 50 Newcomers List (October) with the Douyin Top 50 List (46th issue) and found that the average "increase in fans in the past 30 days" of the former accounted for 26% of the total number of fans , but the latter was only 9%, with a clear advantage in growth.

According to analysis, the celebrities on the Douyin Newcomer List have the following characteristics:

1. Polish the level of sophistication, especially the touching content

Recently, Tuziya has quickly found its audience on Douyin. In the three months since it was officially put into operation , it has achieved a good result of increasing its fans by more than 13 million, and has occupied the top spot on the monthly list of the Kas Data Newcomer List for two months.

This is inseparable from the exquisite costumes, props, scene design and camera application, and "changing clothing style for each episode" has become her personal label.

Rabbit Teeth Exterior

The well-produced and detail-oriented content that Tuziya produces for the audience has first of all opened up a gap with its competitors in terms of professionalism.

Similar to this are Chen Xuening and Nie Xiaoyu , the former is also a singing expert, and the latter is a street photography expert. You can feel the creators' intentions and "disappeared funds" in many details.

It is worth mentioning that: emotional content, such as touching content about young ladies and young men, may require exquisite details to create a comfortable space for the audience . You will find that under the videos of exquisite young men and young ladies, there will always be viewers who say "this is what I yearn for/imagine" and so on.

Paying attention to texture also gives content temperament. For example, among the brands that Nie Xiaoyu has cooperated with, there are many lifestyle brands like MarkorMall.

2. Innovation in information volume to create memorable moments

Information fragmentation and fast pace test the audience's memory. In order to allow users to remember you after watching massive amounts of videos , in addition to unusual ways of expression, creating memory points is also a proven effective option.

Vlogs with unique perspectives, as well as vertical and knowledge-based science content, are all solutions for generating informative content.

We found that influencers with distinct characteristics, clear expression methods, and the ability to continuously produce content generally have excellent long-tail effects. That is, occasional hits can attract a large number of fans - fans go to the celebrity's homepage to check out past videos because of the popular videos. The vlogger itsRae in this issue of the Tik Tok Newcomer List is a typical example.

ItsRae released two Vlogs on October 25th, and both videos received nearly 5 million likes. Thanks to this wave of popularity, he gained 2.478 million followers in a week, making him the Douyin celebrity with the largest increase in followers that week. Since then, the data has been improving. As you can see in the figure below, her Cass Index and ranking have been rising steadily for 6 consecutive weeks.

itsRae's trends in the past 6 weeks

Secondly, knowledge and popular science content also performed well on this issue's new list: Dad's Evaluation, Wuli Design Sister, Song Xiaoya, Magic Teacher, Long You, and Global Village Tour Guide respectively started from the fields of life, beauty, English, and technology, and produced coherent vertical content.

Judging from the 12% proportion on the list, this type of content has a good upward trend and may have more room for survival on the Douyin platform in the future.

3. Expanding iconic elements

Aleks Kost , creator of the Chicken Finger Dance , Liqin , the toll booth girl, and Leng Shao, a funny celebrity, performed well in this issue of the Tik Tok Newcomer List.

We found that all three influencers expanded on the elements of their popular content. Aleks Kost applied elements of finger dance to other music, and Liqin released content such as "Fan Dialogues" and "Shooting Demonstration Videos" around toll booths, strengthening her positioning as a star employee.

In the end, Leng Shao continued the character of a "fat otaku" single man and used the formula of suspense + reversal to create content. Judging from the results, users' acceptance was still very high.

The data in mid-October was relatively stable due to the low temperature

There is a view in the industry that hot products are random, and people create content with the mentality that they can only come across them by chance, and they will take it easy when their content is occasionally selected.

In this regard, we believe that a hit product is inevitable amidst happenstance, and the elements that touch the hearts of users are not without trace . The three influencers with good data above have all split, experimented, and expanded on the elements of a hit product, and it has been proven that this is beneficial to maintaining popularity and extending influence.

Therefore, it is recommended that creators pay more attention to their own popular content and find the overlap between their own characteristics and market demand.

4. Make good use of music to integrate hot topics and content

Music is still an important element of Tik Tok in the era of “recording a beautiful life”. We found that the celebrities on the list all have certain advantages in the use of BGM.

How do they use BGM?

The first is to take advantage of the natural exposure of popular challenges and hot topics, that is, to ride on the hot spots. Tu Zi Ya once reached its first peak in fan growth with the help of "Little White Rabbit", and Chen Xuening also saw a sharp increase in playback and interaction data thanks to a medley of popular Douyin songs.

Rabbit Teeth Fan Trends

Secondly, use BGM to increase the appeal of content. The beauty blogger Feitian Xiaominjing who made the list this time is good at horror-themed makeup, and the BGM matched in her content is also very functional in mobilizing a tense atmosphere, and the degree of fusion is relatively high. Judging from the comments, Feitian Xiaominjing's fans enjoy it very much.

"Good content has algorithms, and experience is a quasi-algorithm that has not been digitized," Wei Wuhui, a teacher at Shanghai Jiao Tong University and a partner at Tianqi Amiba Venture Capital Fund, once said when discussing the nature of content: Our role in the short video industry chain is to reduce information gaps, explore industry rules, and gain insight into the essence from data, from the usage of BGM to the commercial value evaluation system of content products.

You are also welcome to join us and explore the secrets behind the data.

Source: caasdata (ID: caasdata6)