Tik Tok and online celebrity invaded Xiaohongshu and bilibili. Why did ta attract 6 million yuan and get 50 million yuan？

Can someone explode in Tik Tok, Xiaohongshu and bilibili?

A creator named @Thurman Cat Cup (hereinafter referred to as "Cat Cup") did it.

Cat Cup is a young girl who has 1331w, 401w and 240w fans in Tik Tok, Xiaohongshu and bilibili respectively, and she has the characteristic of "fire wherever she goes".

How "amazing" is a cup of cat? Why can the content of her creation be "fire" everywhere? This time, the operation agency will take you to see what "traffic passwords" are hidden behind a cup of fire.

01、How "amazing" is a cup of cat?

A toast to the cat is not new to online celebrity, but it has been a "debut" for a long time.

According to the available information, Cat Cup began to update Tik Tok in April 2020, and always shared what she heard and saw in her life in a funny way.At present, it has accumulated 1331w Tik Tok fans, and the video likes about 20w. From time to time, there will be a million-like explosion.

If she is only a "small fire" in Tik Tok, it can be said that she is a real "explosion fire" in Xiaohongshu and bilibili.

In January, 2021, Cat Cup started to update the content to Xiaohongshu synchronously, and * videos won 16w praise and became an instant hit. It is a "basic operation" to get 5w+ likes for subsequent videos, and some even reach 20w+.

What is this concept? You know, the little red book notes can reach 1w praise, even if it is a "big explosion", and 100w+ fans are already considered as head bloggers.One of the hottest online celebrity at the moment.Yi Mengling　There are also 380w+ little red book fans. The data of a cup of cats even exceeds that of some stars.

In June, 2021, Cat Cup settled in bilibili again.Bilibili is another content distribution channel of "Cat Cup", but just as a "distribution", the cat cup has increased by 240w, and the video broadcast volume has easily exceeded one million.

Not only is it an "explosive output machine", but the commercial liquidity of a cat cup can also be called "tough".

According to the data of thousands of melons, the price of a cup of cat in Xiaohongshu is 5w/ piece. In the past month (September 19-October 18, 2022), seven business notes were released. Just relying on the little red book, the cat got 35w advertising revenue in about one month.

What’s even more amazing is that Cat Cup’s real main business is a fashion designer, and she has also created her own brand and opened her own studio."Being self-media" seems to be only a part of people’s work. Just doing a "sideline", you have achieved millions of gains. ……

02、The contents of a cat’s cup,Where the hell is the cow?

What kind of content has Cat Cup created, which can become popular on three platforms?

Judging from the appearance conditions, a cup of cats can completely take the route of Yan value bloggers.White skin, big eyes and oval face, a cup of * for a cat is a proper beauty, but people just "rely on talent instead of face".

1) Find the pleasing track of "sharing interesting things in life"

Cat Cup once studied fashion design when studying in France.

In her earliest updated video in Tik Tok, she talked with you about interesting things when she was studying and living in France, such as "How drag the courier in Paris", "How hot it is in summer without air conditioning in France" and "How difficult it is to see a dermatologist in Paris".

After that, the pet guinea pig raised by the cat in a cup also became her video material; By October 2020, when the cat returned to her hometown of Guangdong, she began to share more stories of her family, such as "When my parents became obsessed with using online hot words" and "Grandma traveled to Paris".

Of course, the topic of a cat cup is not limited to these.It seems that every little thing in life can be her material, from "spitting out cockroaches in Guangdong" and "spitting out cooling in Guangdong" to "recalling the class teacher in school", a cat can make them into paragraphs with a cup.

There are three reasons why "sharing interesting things in life" is a pleasing track:

*, everyone’s life experience has *.The content of a cat’s cup is closely related to its own environment, so it is not easy to be replaced. In other words, it is difficult to find another creator whose content is similar to that of a cat cup on the whole network.

Second, the "Funny Life" track is suitable for Tik Tok, Xiaohongshu and bilibili, and can satisfy the "appetite" of users on all platforms.After all, brushing jokes is the source of happiness for most contemporary people.

According to the data released by the Tik Tok Creators’ Conference in August this year, life records account for 21% of the content with an average daily broadcast volume of over 100 million in Tik Tok;

Bilibili’s 2021 financial report shows that the living area is a content area for users to visit;

Not to mention the little red book, slogan is "marking my life".

Third, more importantly, the content of "Funny Life" is very suitable for product placement and is also favored by advertisers.Imagine that a person’s life will be exposed to various products, so when sharing life, Amway’s good things will not seem abrupt.

Like a cat, when chatting, you can naturally cue the advertisement. For example, when she talked about "doing group homework and staying up all day while studying abroad", she was caught off guard and switched to Amway SK-II skin care products.

2) The story is very fast, which makes users feel "cool".

It is not enough to share interesting things in life. If a story is told as a boring running account, users will not buy it.

The video of a cup of cat is usually less than one and a half minutes long, which is already a "medium video" compared with other "ten-second videos" in Tik Tok.

However, the narrative rhythm of a cup of cat is super fast.As a funny blogger, there is often a punchline in her videos every 5 seconds.Coupled with exaggerated expressions, accents and sound effects, the funny effect is further exaggerated.

The operation agency takes the explosion video "The Old Parisian Lady of Steel", which was praised by Tik Tok for 145w, as an example, and takes everyone to see how the cat cup is described:

At the beginning, I mentioned that "red-lipped high heels are standard, plus nail stockings and earrings, holding a small bag from the Qing Dynasty in my left hand and holding a Chihuahua in my right hand", and I first outlined the image of a "fashionable old lady" for everyone;

"I don’t know if I should give up my seat to her, and she looks more energetic than me", "The old lady can only wear skirts and shoes in winter, and all the Chihuahuas are wearing less than me", and then throw two jokes;

"The 90-year-old lady principal of our Fashion Design Institute started smoking in the middle of class and played with false teeth; Sometimes students are asked if they want a cigarette. " When describing this passage, the cat imitated the headmaster’s every move with a cup of hands, and switched back and forth between French, Mandarin and Cantonese, which directly filled the effect.

A cup of cat with vivid imitation makes the user feel more substituted when listening to the story, and throws stalks again and again in one and a half minutes, so that the user can see it "cool" and unconsciously brush up a video.

3) The contrast of creating a "beautiful and funny woman" is touching.

What makes the cat cup more successful is that it has created a full-fledged person: a beautiful and funny rich woman.

There are many beautiful women, many funny women and many rich women, but few people are beautiful, funny and rich.

A cup of cat looks outstanding; It is a "returnee" studying abroad; I’m also a fashion designer and the founder of an independent brand … All these elements add up to make people feel that this should be a "high-cold strong woman".

But a cup of cat has nothing to do with the word "high cold".

In the video, Cat Cup often makes some funny expressions and actions regardless of personal image, and once became famous by "imitating guinea pigs to eat vegetables" (Little Red Book was praised for 29w, and bilibili’s broadcast volume exceeded 600w).

It is the strong contrast between behavior and image that makes cats have countless cups of powder, and fans are extremely sticky.Many fans gave the cat a cup and nicknamed it "Guinea pig" (because it was too similar to imitate the guinea pig), and also created a unique stalk "Refuse the animal performance".

More interestingly, there are many bilibili fans who have made videos specifically around a cup of cat: giving the cat a cup of cp, saying that when they see a guinea pig, they think of a cup of cat, and analyzing the appearance of her guinea pig. ……

When fans always joke about "being like a guinea pig", the cat also chooses to take the initiative to take a drink. Presumably, fans like her, largely because she is "grounded".

4) According to the characteristics of the platform, adjust the content appropriately.

After observing the contents of Cat Cup in Tik Tok, Xiaohongshu and bilibili,A cup of cat will actually adjust the details according to the characteristics of different platforms, not just a simple "one-click distribution".

For example, the cover of a shaking video of a cat’s cup is to intercept a picture in the video, revealing only the face and subtitles; However, Cat Cup will make another video cover specially for Little Red Book and bilibili, which not only shows exaggerated expressions, but also contains some keywords related to the theme.

Tik Tok on the left, Little Red Book in the middle and bilibili on the right.

After making these adjustments, the operating agency speculated that:Tik Tok’s presentation is a single-column information flow, emphasizing "catching people’s eyes within 3 seconds", and the video cover is relatively less important; Little Red Book and bilibili are presented in a double-column information flow, and the cover directly determines the click-through rate, so it is necessary to show the key information in the cover.

For another example, although the content published on the three platforms is roughly the same, Cat Cup will make some content specifically for a certain platform. For example, in the little red book, the cat will occasionally publish some pictures and texts, either to bask in beautiful photos, or to share accessories and costumes to drain their own brand stores. But these contents were not published in Tik Tok and bilibili.

The operator speculated that, first, it was because Xiaohongshu was more suitable for publishing graphic and grass content; Secondly, because the portraits of the audience on each platform are different, their preferences are different.

According to the statistics of flying melon, the proportion of men and women in the audience of cats shaking audio and video is basically the same; And 80-90% of the audience of Little Red Book Notes are women (data comes from thousands of melons). Then planting grass in the little red book will naturally have a better effect; If it is posted in Tik Tok and bilibili, it may be "counterproductive".

03、tag

A cup of cat can explode fire, which has some innate advantages. Her face value, her rich life experience and her success in real life all give her extra points.

But what the creators can learn from her is whether they have the ability to show their own selves to the audience.

Cats can always observe the interesting details of life after drinking a cup, and then describe what they have heard and seen in an interesting and vivid way with a style full of personality (such as nagging, funny imitation and multi-language switching) and present it to the audience.

There are millions of beautiful women in online celebrity, but a cup of cat can outshine others.Perhaps this is the case, the beautiful skin is the same, and the interesting soul is one in a million.