How does the Douyin beauty blogger account operate?

With the popularity of short videos, a group of beauty influencers whose fans are comparable to those of celebrities have emerged on major short video platforms. With their unique makeup and sharing of practical information in the fields of beauty and skin care, they have gathered a lot of popularity and quickly grown into celebrities in the field. Through commercial practices, they convert traffic into final consumption behavior and achieve profit goals.

As an important sub-category, beauty accounts have always occupied an important volume on Douyin, and beauty influencers are also an indispensable main force in the field of short videos, and they are also far ahead in commercial monetization performance.

Looking at its content types, beauty content is also becoming more segmented with each iteration.

So after a long period of trials and tribulations, what characteristics does today’s Douyin beauty present? What are the playing methods used by the top masters? Are there new opportunities in the beauty sector?

1. So how to operate it?

1. Identify the subdivided vertical fields and continue to cultivate content

Currently, the beauty accounts on the market also have content segmentation: practical information, grass-roots recommendations, grass-roots recommendations, discount sharing, etc. These are all content positioning that can be used as a reference.

As for how to choose the classification, it actually depends on the characteristics of the Douyin broadcaster. Different personalities require different qualities, so you can analyze it flexibly.

Therefore, as for how to choose a specific track, it still needs to be in line with the genes of individuals or companies, and must be in line with their own original advantages, rather than just following the trend to do a certain category.

3. Create a vivid account persona to increase user trust

1. Create a vivid account persona and provide continuous output.

2. It can be beauty tutorials, hair and makeup tutorials, or skin care courses. These types are both practical and easy to imitate.

3. You can use dialect to create a real and down-to-earth broadcaster image. There can be less oral sharing of products in the video to promote conversion with makeup effects. Users tend to be more impressed by characters with distinctive characteristics.

For example, Douyin’s fashion and beauty celebrity “Beibeitu” uses Tianjin dialect as an important tool to help the audience form memories.

4. Attract specific user groups

① Verify and analyze cosmetic ingredients from multiple angles, and the red and black lists of beauty products are clear at a glance, which is deeply favored by ingredient parties;

② Be good at using fan comments to interact, collect products that are expected to be reviewed in the comments, and increase users' expectations for the next video;

③Combining current popular products and holiday hot spots to conduct product evaluations in the same category to increase the popularity of the video.

For example, you can immediately integrate what kind of music or memes are popular on Tik Tok recently into the content. It can very effectively increase the probability of content being exposed.

2. Content format of Douyin beauty accounts

It mainly includes four forms: content plot, grass-planting evaluation, sharing of beauty and skin care knowledge, and before and after comparison of makeup.

Among them, there are more drama-based and grass-planting review types, almost half each; followed by sharing beauty knowledge and before-and-after comparisons of makeup.

1. Content type: plot and evaluation are the two main types

In terms of the content types of beauty accounts, we can see that beauty + drama and grass-roots reviews/good product recommendations are the two main types of content, and many high-follower accounts belong to one of these two categories.

In terms of specific gameplay, accounts of the same type have many common characteristics as well as their own unique gameplay.

1. Beauty + plot

Looking at the beauty accounts on Douyin, most of the ones with the most followers follow the beauty + drama route.

Different from other beauty content that focuses on products or makeup, drama-based beauty content focuses on stories, and often naturally embeds beauty products in them. The audience's focus is on the development of the plot, so the content is more enjoyable and interesting.

It is worth noting that after the accounts have gained a certain influence, they have all expanded their own beauty accounts on this basis.

For example, @柚子CICI酱’s matrix account @柚子买吗 uses product reviews to help users solve problems encountered in the process of skin care and makeup. Each video raises a question and comes up with a product to solve it.

Currently, the number of fans of this account has reached 375.9W.

During the actual operation of the short video account, Brother Mao constantly explored, analyzed, and summarized, and learned from the experience of short video experts, and summarized a super practical character positioning method.

From personality, career, content planning, IP personality and other aspects, we will teach you how to create the most memorable account positioning in all aspects.

Dark Horse Xiao Ming

This account focuses more on highlighting the two elements of "cross-dressing" and "counterattack" through the plot.

As written on his personal homepage, "Boys are not ugly, they are just lazy. Follow me and I will teach you how to turn around and become handsome." The basic model of his account is "an ugly guy with uneven skin color and sloppy appearance successfully turns around and becomes a refreshing handsome guy after putting on makeup and dressing up."

In the early stage of account creation, most of the works were simple straight male transformations. In the later stage, various elements such as inspiration, reversal, and love were added, and the watchability and entertainment value became stronger. The current number of fans on Douyin is 855.5W.

Since "cross-dressing" and "counterattack" can bring strong visual stimulation and satisfy curiosity, they have always been highly praised on Douyin. When these elements are combined with the plot, more highlights are derived.

In general, although the gameplay of beauty + plot seems to have more advantages in attracting fans, there are still many issues that need to be considered or improved, such as:

●The content needs to be updated frequently, otherwise it will easily cause users to get aesthetically fatigued.

●Compared to regular beauty content, this type of short drama has a high threshold and a long production cycle, and also has very high requirements for the expressiveness of the characters appearing on the screen.

On the other hand, it is also a test of the screenwriter's skills. Not only must the integrity and fun of the plot be ensured, but the benefits of the product must also be integrated into the plot to avoid causing disgust among the audience.

●Whether it is the plot theme or the character personality, how to be unique and avoid homogeneity is also a question that needs constant consideration.

2. Grass-roots evaluation/good product recommendation

Corresponding to the drama-based beauty makeup are the beauty experts who belong to the category of grass-planting reviews/good product recommendations. These experts are real people who make recommendations on good products, teach makeup, etc.

They rely more on real people as endorsement and complete each step by creating a sense of trust in the users' minds.

In terms of the content they publish, the content composition of these celebrities is generally similar, with most of them focusing on makeup tutorials, product recommendations, product reviews, unboxing, and lifestyle vlogs.

Under the "roughly similar" content format, the decisive factors that determine whether such influencers can attract fans, in addition to the professionalism that needs no emphasis, mainly include two aspects: one is authenticity, and the other is the personality traits and personal charm of the influencer himself.

Let’s talk about authenticity first.

Take @溫仙女 as an example. Her account’s personal homepage clearly states her content positioning as “Apple original evaluation, no beauty and no filter”. This rather reliable introduction has invisibly given users peace of mind.

The product reviews, product recommendations, unboxing, and other content involved in the videos he released all adhered to the principle of truth in his introduction without exception, which also won him the trust of many fans.

To put it another way, authenticity actually means that influencers must share interests with fans, create content as friends of fans, and convey the attitude of "being on the same side" by getting close to fans, thereby gaining the trust of users.

In addition, the personality charm and character traits of the influencer themselves are also parts that must be displayed under this type of beauty account.

A typical case is "Li Jiaqi Austin". His videos mainly introduce the appearance and texture of the product, and then determine whether to recommend it to fans based on the experience after applying makeup.

Moreover, Li Jiaqi created slogans with unique memorable points, such as "OMG" and "Buy it", so that people will think of Li Jiaqi when they hear these words. There is also a unified fast-paced background music, which can arouse fans' desire to buy to a certain extent.

A broadcaster who promotes content and conducts reviews can have an exclusive slogan that can leave a deep impression on fans and is of great value to the account.

3. Beauty and skin care knowledge

This type of content takes ingredients as the main research object. For example, "Dr. Big Mouth" has worked in the cosmetics R&D center for many years, and it is not out of place for him to be involved in the production of beauty-themed content as an industry expert;

Summary of beauty video content

Beauty and makeup category: Makeup videos are the most popular, and lip videos are the most watched makeup videos;

Sub-categories: Facial cream, hair care, and women's perfume are the most played categories in skin care, other body care, and perfume respectively;

Beauty and makeup effects: Cleaning, nail art and other content videos are the most played beauty and makeup tools videos respectively;

Beauty brands: Chanel, Shiseido, Perfect Diary and other brands have entered the top ten beauty brands in Europe, America, Japan, South Korea and China respectively;

Hot-selling items: Lancome's Little Black Bottle has become the most popular beauty product, and many domestic lipsticks are sought after;

POI information: Videos containing POI information and those tagged with shopping services have the highest number of views.

Overall portrait of the beauty makeup crowd

Group characteristics: The beauty makeup crowd is dominated by women, and the age group is mainly young and mature;

Geographic distribution: People in provinces with small populations and high-tier cities who are into beauty products have a stronger preference for beauty products than the general population;

Time distribution: The active period starts at 7:00 and reaches two peaks at 12:00 and 21:00.

Video preference: Video content such as movies, knowledge, fashion, food, and performances are popular among beauty people.

Although the beauty and cosmetics vertical has become a red ocean in the content industry, there is no shortage of new entrants emerging.

If you find the entry point for the content type and then fine-tune it to suit your account style, you still have the opportunity to capture a piece of your own.