After reviewing the Douyin data for the past 4 months, these contents are the most effective in increasing followers!

The increase in users brought about explosive growth in Douyin content, and the initial traffic dividend began to gradually fade. But this does not mean that it is too late to develop Douyin. When the content becomes more and more abundant and the competitive pressure intensifies, using data to gain insights into the current status and growth potential of various types of content and conducting sufficient market research and preparation can effectively increase the chances of success.

The increase in users brought about explosive growth in Douyin content, and the initial traffic dividend began to gradually fade. Does that mean it’s too late to start investing in TikTok now?

The answer is no.

As content becomes more and more abundant and competitive pressure intensifies, using data to gain insight into the current status and growth potential of various types of content and conducting sufficient market research and preparation can effectively increase the chances of success.

After nearly a year of wild growth, what possibilities are there for the rise of celebrities in various categories on Douyin?

To address this issue, Kas Data analyzed the Douyin celebrity data for the four months from June to September, and conducted a statistical analysis on the fan-increasing effects of 17 categories of celebrities, hoping to provide creators with some guidance on their creative direction.

The analysis results are as follows:

1. Funny and joke-telling celebrities are more likely to attract fans, and holidays are the golden growth period for gaming

Whether on Weibo, WeChat or various short video platforms, funny and joke content has always maintained a very strong vitality, and Douyin is no exception. As shown in Figure 1: Among the 7 categories where the average fan growth rate exceeds the 17-category average, games, comedy, and jokes are leading with a clear advantage, indicating that the overall fan-attracting effect of celebrities in these 3 categories is relatively good, and can serve as a good entry point for content creation.

Let's first analyze the reasons why the average growth rate of fans of funny and joke celebrities is high:

(1) From the audience’s perspective

Funny and joke-like content is more likely to attract fans because it meets the public's entertainment needs. As a popular short video platform, TikTok’s primary purpose for most users is to relieve stress, entertain and kill fragmented time. Funny and joke-type content that uses complaints, spoofs, and sitcoms as the main presentation methods has a natural grassroots nature and can meet the entertainment and relaxation needs of most users.

Compared with the needs of mastering knowledge and learning skills, entertainment needs are more basic, have a wider audience, and have greater demand. Therefore, as long as it is a popular platform, funny and joke-type content is usually more mature.

(2) From the perspective of content

Funny and joke content has relatively low requirements on the appearance of the people on screen and the density of information. Short videos of more than ten seconds make the threshold for funny content, which already has a relatively low threshold, even lower, so this type of content has a large volume and fierce competition.

The entire category is under great pressure to survive, and the audience's requirements for content have become higher, which has indirectly led to the production of a lot of high-quality content. High-quality content has indirectly led to better fan-attracting data performance for the entire category.

(3) From the perspective of platform characteristics

The way of shooting the same style on Douyin is a reuse of creativity. The core competitiveness of funny content is creativity. If the same joke is repeated in traditional comedy programs such as sketches and crosstalk, it usually does not have a good effect and may even cause complaints and dissatisfaction from the audience. But in the context of TikTok, taking photos of the same item is a default way of playing that everyone has accepted.

Using the same BGM, buying the same internet celebrity products, going to the same tourist destinations... users feel a sense of participation by taking the same photos, expressing their identification with a group with a common discourse system. Taking the same photos is one of the characteristics of Douyin.

Therefore, when a funny clip is reused, the audience tends not to have negative emotions such as rejection, but will actively participate. This practice of users actively participating in sharing and improving the utilization of creativity will have a certain driving effect on the entire category.

In addition to comedy and jokes, we can also see from Figure 1 that the average fan growth rate of games is the highest. This is mainly related to the strong holiday attributes of gaming content. Summer vacation is the golden growth period for gaming celebrities. Driven by the summer bonus, the rise of gaming content is very efficient.

Why is it said that gaming content has strong holiday attributes?

This has to do with its main audience. According to Kas Data Research and Analysis: The fan base of Tik Tok's top gaming celebrities is basically young people under the age of 24.

Since gaming content mainly revolves around "games", the fan base of the content and the main audience of the game are largely consistent. Whichever game is popular, the anchors will produce content related to this game, and the fan group of the content is basically the same as the user group of the game.

Currently, the top gaming influencers on Douyin mainly play four games, namely PlayerUnknown's Battlegrounds , League of Legends , Honor of Kings , and PUBG Mobile. The fans of the first two types of influencers are mostly 18-24 years old, followed by minors under 18 years old; the fans of the latter two types of influencers are mostly young people under 24 years old, but the proportion of minors aged 18 is slightly higher.

However, since the life cycle of most popular games is not long, many gaming celebrities will generally "keep up with the times" and launch other popular game content, and their fan base will also change slightly accordingly. But overall, the range of changes will basically not exceed that of young people under the age of 24.

Most young people in this age group are students, and the longer leisure period during the summer vacation is when they have the greatest demand for entertainment and leisure content.

Therefore, gaming content targeting this group of people will show significantly higher data. Therefore, for celebrities who have entered or are about to enter the gaming field, it is better to seize the holiday bonuses such as summer vacation, winter vacation, and National Day holiday, and strengthen operations during key periods. This will increase the chances of overtaking others or completing the initial accumulation of fans.

2. Top 4 categories of celebrities with the highest percentage of popularity: Comedy, Food, Life Skills, Music

What are high-rising influencers? In this statistics, Kas Data calls celebrities whose fan base increased by more than 1.5 times as rising celebrities, and celebrities whose fan base increased by 5 times or more as high-rising celebrities. The higher the proportion of high-rising influencers in a category, the greater the chance that the influencers in this category will achieve the goal of significantly increasing their followers, and the greater the chance of becoming a top influencer.

In Figure 2, we can see that comedy, food, life skills, and music are the four categories with the highest proportion of high-rising celebrities, and they all exceed the average of 17 categories with a clear advantage. Among them, the comedy category has the most obvious advantage, while the food, life skills, and music categories have similar proportions.

In the analysis of Figure 1, we see that the comedy category has the highest average fan growth. We also understand why comedy content remains popular in multiple fields such as Weibo, WeChat, and short videos, as well as its advantages on Douyin. After analysis, we found that there is a great demand for funny content, a large amount of content, and fierce competition, so there is relatively more high-quality content.

According to the monthly celebrity reports for July, August and September and the "In-depth Analysis of Short Video KOL Celebrities in Q3 2018" released by Kas Data, the funny category has the highest Kas Index on the Douyin platform. This category performs very well in terms of the number of celebrities, activity, competitiveness of top celebrities and interactive data.

The number of influencers has also maintained a high growth rate. As the number of influencers increases, the classified Kasi index also remains high, which is inseparable from the contribution of high-rising influencers. It also shows that funny influencers have a high chance of achieving substantial growth and becoming top influencers.

It is easy to understand why there are so many rising celebrities in the music category. Tik Tok is a platform that is more suitable for personal achievement. People with good looks, sweet voice or recognizable voice can be quickly remembered. Brother M, Modern Brothers, Wang Beiche, Zhan Zhan and Luo Luo, and Tu Zi Ya are all typical cases. Moreover, the iteration cycle of this type of internet celebrity singers is relatively short, with newcomers emerging in an endless stream. Once they become popular, they have a great chance of growing into Tik Tok super accounts.

It is worth noting that food and life skills are also categories where the proportion of high-rising celebrities is relatively high. These two categories do not belong to the general entertainment field, but are vertical categories that focus on teaching people practical skills. The high proportion of these two types of high-rising celebrities sends out an important signal, that is, Douyin's vertical content is quietly rising.

III. Top 4 categories with the most difficulty in growth: Cute babies, maternal and infant products , beauty products, and travel

In the above article, we analyzed several categories with better fan growth effects, and provided some classification data guidance with better growth effects for creators who are preparing to develop Douyin. Some categories have good effects in increasing followers, while others have relatively poor effects. It is also a good method to explore the potential of categories that have not yet emerged and make early arrangements.

As shown in Figure 3: Among the eight categories where the number of celebrities that have not yet risen exceeds the average of the 17 categories, cute babies, mother and baby, beauty and travel are the four categories that are relatively difficult to grow, and their proportion is significantly higher than the average of the 17 categories.

The poor fan growth effect of these four categories is attributed to the small number of celebrities in these categories, weak competitiveness, and extreme lack of high-quality content. On the other hand, it is because they all belong to relatively vertical categories, especially cute babies and mothers and babies. Vertical categories mean that the audience is relatively narrow and the possibility of a substantial rise is relatively small.

However, the two categories of content, beauty and travel, are relatively popular and in line with the leisure and entertainment tone of Douyin. The high proportion of un-risen celebrities shows that there is indeed a lot of room for improvement in these two categories of content. To sum up: the overall fan-attracting effect of the pan-entertainment category is better, especially the more mature categories such as comedy and jokes, which run from the bottom to the top of the pyramid . There is a large amount of content distributed at each level, the competition is fierce, and there are relatively more high-quality content.

Influencers in the fields of food, life skills, and music have a higher chance of achieving substantial growth and are more likely to become big names. However, it is difficult for cute babies and mothers and babies to grow vertically because of the audience. However, the commercial value of vertical categories has always been favored by most practitioners. Early layout of Douyin and accelerated adaptation of vertical content on Douyin are the key for vertical content to occupy a place in the new round of traffic competition.

Source: caasdata (ID: caasdata6)