Analysis of the top 100 most popular Tik Tok videos: Why isn’t your Tik Tok popular yet?

At present, Douyin can be said to be the most popular short video platform, attracting many advertisers to follow it.

But I found out that other people’s videos had thousands or tens of thousands of comments, but mine only had a few, not to mention monetization!

Perhaps many people are curious: What do those popular videos have in common?

Taking the TOP100 videos on the daily list of November 4 as a sample, we broke down indicators such as account type, video keywords , account and video data, and found that popular videos all have these characteristics!

01. Current affairs have inherent advantages

Traffic can be accumulated quickly, but monetization is still unclear

Among the 100 videos on the list, 30% are related to current affairs. Among them, 26 videos were related to popular Internet events, with the attention paid to bus drivers and passengers, Li Yong's death, IG's championship, and Halloween decreasing in order; 4 videos were natural and cultural records combined with the seasons, including the opening ceremony of the sports meeting, snow falling on the streets, and rough play and sliding, which were popular with users.

Hot events can quickly gather traffic. For cost considerations, this kind of "scissor hand" type of content can indeed be considered. However, it should be noted that this type of content does not have an advantage in fan stickiness, and its monetization space is still unclear.

02. Content distribution conforms to the ecology of "recording a better life"

Among the 100 most popular videos, 20% were funny, 32% provided fresh perspectives, and 25% were heartwarming and touching. Heart-touching content about young men and young ladies accounts for 8%, celebrity-related gossip accounts for 8%, and life knowledge content accounts for 7%.

When it comes to topics that move people, love, children, and cute pets are all popular. The content published by Meiyuan , which ranked first, infected netizens with its real love clips. The scene where the best man immediately ran off the stage to propose to his girlfriend after receiving the bouquet made the audience exclaim in surprise and also made the spectators outside the screen smile.

03. Reversal is not necessarily Turin

Only 1/4 of the popular funny content

Among the 20% of funny content, we found that only 5% of them followed the traditional Tik Tok comedy effect of a twist at the end. Just providing a surprise at the end can satisfy the needs of TikTok users.

Analysis shows that the traditional reversal comedy effect consumes a lot of users' emotions. We assume that when consuming content, Douyin users experience emotional fluctuations at least once every minute, so the user's surprise threshold will be quickly raised to a level that creators will find difficult to satisfy. Even if it can bring benefits to creators in the short term, it will be very detrimental to the platform ecology in the long run.

In addition, the cost for creators of reversal content is also high, and its "unexpected" core function is only effective the first time. Reaching users quickly tests originality, originality density and operational methods, and efforts must be made in both coverage and exclusive first release . The threshold for such creators is indeed very high.

04. It is difficult for celebrities with pure appearance to break through

"Little Brother Little Sister +" becomes a trend

Tik Tok is no longer heavily dependent on young men and women. According to the data, content that focuses on appearance only accounts for 8% of the share, and the "heart-warming feeling" is no longer just a bright smile and youthful and energetic daily life. The market needs more qualities that are combined with beauty. Xiao Tiantian became an internet sensation by combining her style with mainstream male aesthetics. Tu Zi Ya, who has been on a positive trend recently, has been working hard on the sophistication of her cover works.

▲ Celebrity Peninsula Iron Pillar

05. PGC , UGC , celebrities, and government accounts are more likely to dominate the market

During this statistical period, 35 out of 100 videos were from celebrities, 30 were produced by UGC, 25 were from PGC, and 10 were from government accounts.

▲ Note: KasData defines users with more than 100,000 followers as celebrities

It is worth noting that most of the 25 PGC videos listed here are specially customized for the Douyin platform, and 19 of them adopt the above-mentioned close fit to the hot spots and operate with lower production costs. Only 6 videos are life knowledge programs, which use dense information to satisfy users' curiosity to "rescue" quickly while having fun.

Douyin's ecosystem is becoming diversified, the environment is inclusive, and the modules have different divisions of labor and complex connections. Whether it is account composition, video length, copywriting style, content type or content appeal, they all outline a balanced and diverse picture. The standards for high-quality content are gradually becoming less simple, crude and easy to copy.

Source: Da Tingting