The first Douyin follower growth list in the second half of the year has been released. Has the entire content ecosystem shown new vitality as we expected? Without further ado, let’s take a look at the list: (excluding government accounts, media accounts, and celebrity accounts)

It is very obvious, judging from the overall increase in followers of the accounts on the list, that in July, Douyin’s content ecology not only achieved a “good start” in the second half of the year, but also surpassed the performance of all months in the first half of the year, ushering in an “unprecedented” “highlight moment”.

Specifically, there are three accounts with tens of millions of followers. They are @鸿星尔克品牌官方旗舰, which has sparked the nationwide consumption enthusiasm by low-key donations of supplies, its president's personal account @鸿星尔克吴荣照, and the new popular account @铁山靠, which has gained followers through live streaming.

In addition to these three accounts with tens of millions of followers, the growth of other accounts is also fierce:

There are two other accounts whose followers increased between 8 million and 1 million, namely the zodiac knowledge account @陶白白sensei and the distinctive appearance expert @伊丽莎白有小die; there are also two accounts whose followers increased between 5 million and 8 million, namely this year's popular mother and baby documentary account @朱俩吖 and the top celebrity in the music track @唐艺.

Among the remaining accounts, there are two accounts with an increase in followers between 4 million and 5 million. Accounts with an increase in followers between 3 million and 4 million have become the main force on this list, occupying a total of 9 seats. The number of followers increased by the last two accounts is between 2 million and 3 million.

Compared with the situation in the previous months where the number of followers increased was mostly concentrated between 1 million and 3 million, we can clearly feel that the Douyin in July was not a big explosion of individual accounts, but a big leap in the overall trend of followers growth. As the beginning of the second half of the year, this is undoubtedly a good sign.

Looking at the types of accounts on the list in July, we also found some "abnormalities":

Account types are more diverse and dispersed , covering more than 10 categories including enterprise accounts, film and television, mother and baby, vlog, beauty experts, cars, games, constellations, outdoor, and drama. The previous advantageous tracks - plot and food advantages "failed" , with no one on the list in the food category and only one seat in the plot category; on the contrary, the "long-silent" automobile and game verticals returned to the public eye, especially the game track, which welcomed two highly popular creators, @阿三解说 and @无赖_电音吃鸡.

In addition, the performance of music and film and television vertical categories has been relatively stable for several consecutive months , maintaining a certain number of entries in each issue; the outdoor vertical category has great potential. After @大姑哥Vlog and @天元邓刚 became popular, this issue has welcomed @小飞哥, an outdoor "newcomer". Judging from the current situation, the potential of the outdoor category is immeasurable.

Next, let’s focus on the “new faces” in the list and explore some meaningful patterns of increasing followers from their content characteristics:

01

Tieshankao——

The new popular king who gained millions of fans through special live broadcasts

With a gain of 10.809 million followers in one month, @铁山靠 almost set the record for the highest monthly gain of followers for content creators in the past two years. How did he do it?

We looked through @铁山靠’s Douyin homepage and found that as of press time, he had only 14 works, and the real increase in fans almost all came from his very personal live broadcast style. Data shows that the number of people online in his live broadcast room has exceeded 1 million, and the number of likes has even reached 573 million, which shows his "ferocious" popularity. The reasons for the popularity of its live broadcast room can be summarized into two key factors:

The first is the recognizable and down-to-earth personality. As a middle-aged man from a small city in Shandong, @铁山靠's image in the live broadcast room is sincere, simple, down-to-earth and full of positive energy. His mouthful of Shandong dialect not only matches his external image, but also forms his unique label. Memorable catchphrases such as "求怕雷", "窝是嫩爹", and "邦邦两拳" have evolved into his exclusive characteristics.

Judging from the development trend of short video content, Tik Tok has been sinking more and more into the grassroots, and some localized, authentic and down-to-earth content has been loved by more and more users. From the current situation, this preference has gradually penetrated into the live broadcast field. @铁山靠's style characteristics that are different from other anchors with good looks and talents are also the key factors in attracting fans.

Secondly, it comes from the "wonderful linkage" and "mutual complementation" between him and the major anchors.

For example, when he was live streaming with Tian Bin in the early days, after Tian Bin’s opening remarks “I am your mentor Tian Bin, may I ask what kind of anchor you are?”, @铁山靠 responded with “I am a young daddy” and then hung up the live stream. This move not only made his catchphrase "Wo is a young daddy" popular on the platform, but also brought him a lot of traffic in the short term.

Then there was a warm interaction between him and @伊丽莎白·阿恩有小die .

In the first interaction between the two, @铁山靠 contributed his classic catchphrase "Wo is a young daddy" as usual, while the soft and cute Annie on the opposite side resolved his "attack" with the word "rebound", which caught @铁山靠 off guard. After that, in their further interaction, Annie recognized Tieshankao as her master, and a new master-disciple CP emerged. The huge contrast in the two people's appearance and personality and the warm interaction between them attracted a lot of netizens to watch. Since then, the two people's multiple live broadcasts have made more and more people start to ship the "master-disciple CP".

It is worth mentioning that @伊丽莎白·芙蓉youxiaodie, who joined Douyin not long ago, has attracted a certain amount of attention with her distinctive dress and personality. Thanks to her interaction with @铁山靠, her popularity has risen rapidly, and she ranked TOP5 on the list in July with an increase of 8.502W fans.

In addition, the connections between @铁山靠 and popular female anchors such as @娜美, @孙一宁, and @惠子ssica have created different sparks, bringing him waves of popularity.

02

Tian Yiming loves to sing:——

The "greasy" musician who "takes an unconventional approach"

There are many musicians on Tik Tok, but only Tian Yiming has quickly become famous for his "greasy" sound.

Looking through the Douyin homepage of @田姓名爱唱, Kas found that as of press time, the account had posted a total of 415 works, and the earliest video was released in late April 2019. The early works were all "normal-style" cover videos, including solo covers and singing for passers-by on the streets and in stores.

Judging from the timeline, Tian Yiming is already considered an "old man" in the music industry, but before his recent explosion in popularity, although many fans gave good reviews to his voice and singing skills, his performance data were actually very mediocre.

The turning point came after he injected the full amount of "oil" into the work.

In June, Tian Yiming became famous for his oil and earned the exclusive title of "Daqing Oilfield" for his "outstanding greasy performance" in his cover of the Douyin hit "Love You at 105°C" - exaggerated facial expressions, pretentious movements, and greasy singing, coupled with the brainwashing melody of the divine song.

Although the greasy style attracted complaints from some users, what was more obvious was that it led to a rapid surge in the popularity of the account. After becoming famous for his greasy videos, Tian Yiming released several "high-oil" works one after another. Among them, a video titled "Human High-Quality Oil Products" that closely followed the hot topic not only received 3.48W likes, but also made his popularity soar sharply, and the title of "Oil King" became popular all over the Internet.

From being an unknown person to being all over the internet, what are the remarkable things about Tian Yiming in operating his account?

● After understanding fans’ preferences, you can quickly create new tags for yourself.

Before becoming famous for his greasy content, the account's painting style was normal, but it lacked obvious personal characteristics and was not memorable enough. However, after inadvertently becoming famous for his "greasy" content, he quickly mastered the "oil code" and developed it into one of his highlights, giving the account a distinct personal color, which enabled it to become a hot spot and quickly attract fans in a short period of time.

Of course, it remains to be seen how long users can maintain their interest in this playful and greasy style of painting. But with the help of this label, a new outlet has undoubtedly been found for the development of the account.

● Able to keep up with the latest trends that match your own characteristics .

After the video of "High-quality Human Male Courtship" sparked heated discussions, a wave of imitations of "high-quality men" swept the Internet. At this time, Tian Yiming, who became famous for his greasy walk, responded to the trend in a timely manner. He perfectly replicated everything from hairstyle to posture, creating a greasy imitation video, which instantly pushed his popularity to a new climax. After that, he continued to build on his success by performing a greasy version of the popular rap song "Restart", which once again attracted a lot of attention.

● Can actively cooperate with fans to play memes and narrow the distance between themselves and fans.

For example, after fans made various comments about his greasy nature, he released a greasy version of the "bed-wetting song" tailored for himself, directly responding to his greasy nature; after being frequently teased by many fans for looking like Hoshigaki Kisame from the anime "Naruto", Tian Yiming played cosplay in his work, and once again presented the greasy "Love 105°C You" in the image of Hoshigaki Kisame. This series of positive interactions fully satisfied the fans' interest in playing memes and won them more favor.

In addition to the three creators mentioned above, we can also witness the importance of brands grasping emotional value in a timely manner from the popularity of Erke's matrix. How to maintain the dividends brought by the emotional value and achieve longer-term growth is a question that brands need to think about in the future.

In addition, the emotional horoscope account @陶白白sens has gained 937.4W followers in a month thanks to its easy-to-understand and touching explanations of horoscopes. It has also sparked hot topics among many horoscope fans, such as "Will you go to Tao Baibai to search for horoscopes for me?" and "No one can understand me from other people's mouths, but Tao Baibai can." This may mean that the emotional track may create more "surprises."

Two interesting game commentary accounts, @阿三解说 and @无赖_电音吃鸡, present us with a perfect combination of personal speech and game content. The fun reflected in the accounts is not only fatally attractive to game lovers, but even people who don’t understand games can easily immerse themselves in the humorous atmosphere they create.

All in all, the Douyin fan growth list in July gave us a sense of a new atmosphere of “a good start”. Can this gratifying trend be maintained in the second half of the year? Let us wait and see.

Author: Kas Data

Source: Kas Data