Douyin gained 10 million followers in 40 days. What is the operation strategy of the car video?

What car to buy with 100,000 yuan? What car to buy with 20W? Can I buy a convertible for 30W? Have you ever had a headache about these problems?

If you search for "talk about cars" on Douyin , you will find thousands of self-media bloggers who review cars. All the problems, big and small, related to buying a car will be solved in their videos.

These videos usually feature real people, and they can easily get millions of likes and tens of millions of views just by "moving their mouths."

According to Juleliang Star Map data, the total number of fans of the top 20 accounts is as high as 200 million. There are a total of 160 accounts with more than 1 million followers, with a total number of followers reaching 450 million.

The advertising fee for one of these big names is equivalent to the price of a BMW. Currently, Monkey Brother Talks about Cars, the most popular blogger in the car review circle, has gained 10 million followers in 40 days. Car review bloggers have entered an era of flourishing.

Top 3 automotive accounts on TikTok

The growth trend of the number of fans of Monkey Talking about Cars

The little princess has observed a large number of top car review accounts and will show you the tricks used in the car review videos that have become popular on Douyin.

1. The account name and profile picture create a mature and experienced driver

Compared with the public account field, Douyin bloggers generally pay more attention to shaping IP personality.

The vast majority of the top 100 car review accounts are self-media bloggers featuring real people.

Compared with beauty/appearance-related Douyin accounts, the names of most car review accounts are more down-to-earth and easy to understand.

The account names all contain the word "car", such as "talk about cars", "understand cars", "talk about cars", etc.

The naming method for car review accounts is obvious, mainly consisting of "name" + "verb" + "car".

For example, Brother Monkey Talks about Cars (25 million fans) and Brother Tiger Talks about Cars (27 million fans), it’s a bit hard to tell them apart. Wasn’t this something they had discussed beforehand?

In addition to these characteristics, the little princess also discovered an interesting phenomenon.

Many car-related accounts always name themselves to make themselves look older, emm...or more mature.

For example, Brother X talks about cars, Uncle X talks about cars, Old X talks about cars, Big X talks about cars, etc. Maybe doing this will make fans think that you are an experienced driver?

In other words, it is about shaping a persona.

For car review accounts, most of the profile pictures are real-life photos.

Perhaps because car review accounts need to appear more professional, many real-person profile pictures are in suits with their arms crossed in front of their chests.

Emm...it looks quite similar to real estate sales photos.

2. Car buying guides are the most popular

After some observation, I found that the car review videos with the highest number of likes and the most popularity on Douyin are definitely the car buying guides.

The number of Douyin fans of @猴哥说车 is as high as 25 million, and he became famous by recommending what cars to buy to novices.

He divided cars into price categories such as 100,000, 150,000, 200,000, 300,000, 400,000, and 500,000 yuan, and made a series of videos titled "What car to buy with a budget of XX yuan", all of which became popular.

For example, the following three videos have received hundreds of thousands of likes.

This type of video is produced in several steps:

1. The video cover uses white font with black border and is displayed in the center.

2. The usual routine at the beginning of the video is to say that recently a friend of mine/a colleague of mine/my ex-girlfriend’s husband asked me, what car should I buy with XX budget?

3. Then a passionate background music sounded, and video clips of people talking about cars at various car dealers and next to cars began to play in rotation.

4. Then Monkey Brother sat in the car and started to explain what kind of car to buy. Every time a car is mentioned, several advantages of the car will be introduced and a photo of the car will pop up.

5. For example, if you want to look cool and use less than 5L of fuel per 100 kilometers, then choose Audi TT. Combined with some Internet terms such as "Isn't it delicious?" and "Seconds to the sky, second to the earth, and second to the air", an interesting and humorous atmosphere is created.

This video routine has been proven to be effective. He has also produced a series of videos on "How to Choose XX Car at Different Price Ranges" for various types of cars, including family sedans, SUVs, sports cars, etc.

In my opinion, this kind of guide video is simple and insightful, and can indeed help novices save the time of "making a car buying guide" and become a reference factor for novices when buying a car.

Later on, @猴哥说车 had more tricks, and he made a series of videos on "How to buy luxury cars at super low prices".

For example, "What car should I buy with a budget of 800 yuan?", "What convertible should I buy with a budget of 100,000 yuan?", "Wouldn't it be nice to buy a BMW with 50,000 yuan?", etc.

Doesn’t it look incredible? It feels like a title party...

This kind of title is very eye-catching, prompting users to open the video. It seems that they are really trying to tell you what kind of BMW you can buy with 50,000 yuan.

After I opened the video, I was stunned. It turned out to be a 1995 BMW. Goodbye...

For example, buying a convertible for 100,000 yuan would make fans very happy. A search revealed that the down payment for a Mazda MX-5 convertible is more than 300,000 yuan.

These videos about buying luxury cars at low prices either recommend second-hand cars that are more than 8 years old, or talk about down payments. Only when you open the video will you realize you have been tricked.

3. Car reviews are very popular

Another person of the same level, @虎哥说车, who has 27 million fans, also recommends cars, but his videos focus more on the cars themselves.

Brother Hu will also set a theme, such as the following "With a budget of 200,000 yuan, what kind of car is suitable for young people?" Then a Lynk & Co with the license plate Brother Hu mentioned appeared in the video.

Brother Hu’s team will use multiple camera positions, upward, downward, and aerial photography to capture the appearance and details of a car, focusing on introducing a car.

This short 1 minute and 16 second video fully introduces the car's price, features, appearance, lights, wheels, central control, seats, armrests, screen, audio, tailgate, acceleration and other configuration parameters.

Although it looks like an advertisement, it is quite refreshing after watching it and you can get the features of a car in a short time.

The biggest feature of Hu Ge’s car-talking videos is the use of a large number of idioms, parallel sentences, internet slang, and the overall rhyme is just right.

Although it is a monologue, it is not boring because there are many special shots and the background music and voice are passionate. This is exactly the same as the style of Monkey Brother Talking about Cars, and it sounds catchy.

When describing an armored vehicle in a military experience park, the rhyming parallelism of "You have a panoramic sunroof, I have an explosion-proof cockpit" and "You can cruise automatically, I have a vertical stick direction" is really magical.

4. Sharing automotive knowledge and skills becomes mainstream

In addition to car reviews and car reviews, sharing driving tips is also the most mainstream car-related video on Douyin. For example, @懂车探 has 27.95 million followers, making him the largest automotive account on Douyin.

The car-savvy detective arranged for several beautiful women and handsome men to appear in the video to attract people to open it, and then introduced car-related knowledge points through situational stories between the characters.

For example, this video "What you see may not be the truth"

There was a beautiful woman (let's call her No. 1) standing at the door of a car and was mistakenly thought by the car owner to be stealing a wallet. The beautiful woman defended herself by saying that she did not steal the wallet.

Then another beauty (Female No. 2) appeared. Based on the length between the car window and the seat, it was analyzed that Female No. 1's arm span was not that long and she could not steal the wallet.

For example, this video titled "Can you understand the signals sent by naughty kids?" has received 2 million likes.

A little girl drew a horizontal line on the car body of a beautiful car owner and was criticized by the beautiful woman. At this time, an old lady suddenly appeared, said a few words to the beautiful woman, and tried to take the child away.

In the end, the truth was discovered by the beautiful car owner. It turned out that the naughty kid was writing Sherlock Holmes code on the car body... Emm, this script is also quite shocking.

Another feature of "Car Detective" is that it uses a background music that makes people feel scary, anxious and heartbroken at the beginning of the video. At first glance, you might think it is a detective drama. Perhaps this technique can increase the completion rate.

@大师说车, who has 11 million followers, also uses a similar approach, creating a certain sense of anxiety at the beginning of the video to encourage people to continue watching the video.

For example, the following four videos have four different titles, but all have the same feeling…

"If you don't learn some knowledge, you will be squeezed dry by the 4S shop"

"New cars depreciate too quickly, and second-hand cars are very deep."

"When the car reaches 60,000 kilometers, four parts must be replaced, otherwise it will be very dangerous."

"The parking space you saw first was taken by someone else."

emm…There are thousands of car-talking videos, and one routine can never be used all the time.

After watching a large number of videos, the little princess found that no matter what the routine was, the above car-related videos almost all solved people's basic needs.

For example, issues such as buying a car for a novice, buying and selling used cars, and car maintenance. You can gain new knowledge after watching any video, and this is the real factor that makes it a hit.

Author: Operation Publicity Xiao Leilei

Source: Operation Gongju Xiaoleilei (ID: gongjulei)