Editor's Guide: in the era of traffic, it's not easy to attract users all the time. However, as a blogger, Tiktok has gained 72million fans in four years, becoming the "first online celebrity of Tiktok". How did he do it? In this article, the author shares the creation and realization methods of brother Yang. Interested partners may wish to have a look.
"Tiktok is the first net star" has been replaced again.
At the end of March, "crazy little Yang" finally surpassed "Andy Lau" and became Tiktok's online celebrity with top 1 fans. Up to now, crazy brother Yang has 72.42 million Tiktok fans. (statistics do not include official media accounts such as "people's Daily" and "CCTV news")
In the four years since he settled in Tiktok, crazy little Yang has created popular roles such as "a dead brother, a live brother, an Internet addicted father, and a violent mother" by continuously outputting short videos of family laughter in Tiktok, and has received a lot of attention.
In his video comment area, a fan once left a message "what good is it for you to laugh to death". So far, this message has been praised by more than 60000.
According to the statistics of Xindou data (xd.newrank.cn, the Tiktok data platform of Xinbang), up to now, crazy young brother has created 23 videos with more than 3million likes in Tiktok.
Among them, the video with the best data has won a total of 4.22 million likes, with an estimated playback volume of more than 100 million. His record number of live online people is 1891900.
Recently, brother crazy Yang said when replying to the reason for the temporary suspension, "the popularity is too high. 1million people are online in 10 minutes. It's too scared.".
How did crazy young brother Yang fight monsters and upgrade to become the first net celebrity of Tiktok? Today, let's walk into his "crazy universe".
1、 Crazy little brother Yang's "crazy universe"
Combined with the observation of xintiao data, among the several Tiktok accounts with the largest number of fans so far, "Andy Lau" and "Chen he" rely on the star aura and youth memories, "Li Ziqi" and "Tu Lei" rely on pastoral songs or emotional chicken soup, "crazy little Yang" relies on the pure funny.
According to netizens, brother crazy Yang's debut is a video of deep fried ink. Crazy young brother Yang, who was still in college, and his roommate blew up ink on the balcony of his bedroom. As a result, he was ruthlessly abandoned by his roommate and shut out of the door. His face was full of ink. The frantic young brother Yang, who was so angry and fragrant at the mouth, showed his funny talent for the first time.
In 2018, brother crazy Yang officially settled in Tiktok and began his funny journey.
At first, the content of crazy young brother can be simply summarized as "my family's death boy". In a video, because his girlfriend pulled off the switch to interrupt him from playing games, crazy brother Yang bravely trampled on his girlfriend's lipstick. As a result, he was frantically chased and finally won 2.61 million praise.
This kind of video integrating death, comedy and inversion has become the main creative form of crazy young brother in the early stage.
Eating chicken butts for his girlfriend, buying exotic handbags for his prospective father-in-law, and buying washboards for his father have all become his creative materials.
In fact, this is a content form that has been verified for a long time, and it is very popular at home and abroad. Being a dead trickster and doing things that netizens usually dare not do can make people gain a subtle sense of pleasure. If the trickster is retaliated, he can also have a sense of comedy about watching people's bad luck.
However, the mode of this content is very single, and only by constantly increasing the degree of trickery can we maintain the sense of comfort.
In the domestic cultural context, it is easy to change from "a little cute bear child" to "a mindless and annoying death killer". The upper limit is not high, the imitation is low, and it is easy to incur bad comments.
Previously, the editorial department of the new list made a comment on how to shoot the video of the popular trickery when there are more than 39billion views on the whole network, and some people cry and laugh I have also made relevant reports in this article. Trickery videos are traffic passwords, but there are also up owners who apologize for this and delete trickery videos.
Perhaps it is because he is aware of this problem that in 2019, crazy brother Yang began to transform from "biting others" to "biting himself".
In a video released on September 6, 2019, crazy brother Yang incarnated as an Internet addict and played games even if he didn't sleep in the middle of the night. As a result, his father gave him a "belt fried meat" under his brother's complaint. This is also the first 3million praise video of brother crazy Yang.
After this video, the series of "Internet addicted teenagers' passion" began to be staged repeatedly. Passing false information and pulling off the switch have become the standard routine of my brother. Wonderful props such as giant boxing gloves and oversized spoon have become my father's exclusive "torture tools".
The "I'm ranking" of crazy young brother Yang spoke about the despair, helplessness and pain of Internet addicts, and became the most famous scene. Instead of pretending to be always motivated and always sunny, they are crazy about ranking like crazy brother Yang, which makes many netizens have a strong sense of substitution.
After that, for a long time, an Internet addicted brother who wanted to play games but failed repeatedly, a brother who had focused on pit brother for a hundred years, and a father with endless exotic weapons became the fixed content form of crazy brother Yang.
Turning off the switch is a desperate moment for all Internet addicts. The sentence "get out" illustrates the complex feelings between brothers. Telling parents is a daily favorite of families with many children
Because it is more based on real life, crazy brother Yang's "Internet addiction juvenile passion" series has also become more vibrant.
The scene of crazy brother Yang being chased and killed by his father even has a sense of film
According to the statistics of Xindou data, on June 1, 2020, the account number of crazy little Yang's Tiktok rose to 29.11 million, and in the first half of 2020, it rose by more than 15.18 million. This is also the time period when crazy brother Yang established his position as a net celebrity.
The most difficult thing about funny videos is the continuous stability of creation and the iteration of updates. However, from the results, most of the videos of crazy little Yang have a duration of more than 1 minute, and the plot is reversed and then reversed. The funny points are dense, showing a strong ability to create content. Many fans will go back to Archaeology and watch it again and again.
Since then, on the basis of "the passion of Internet addicted teenagers", crazy brother Yang has successively added "brother's desperate weekend", "about my father becoming a middle-aged Internet addict", "my violent mother", "sister-in-law Yang and sister-in-law Yang at the top of the food chain" and other contents, with richer plots and more three-dimensional character images.
Under his brother's routine training, crazy young brother Yang has spent one fearful weekend after another, but he has also continued to grow. Finally, he took a drastic step and successfully plotted against his father, making him a "middle-aged Internet addict"
But the good times don't last long. For my brother, I can't complain to my father, so I'll move my mother to punish my brother and father. My mother soon reappears as the supreme force.
Crazy brother Yang, who was disturbed to play games, thought he could clean up his brother with his father, but he had to kneel down and beg for mercy from his mother. My father wanted to plead with my mother with his face, but they became a kneeling group. Kicking the door to catch Internet addicted teenagers and middle-aged Internet addicts has become a fixed action for my mother.
After her brother got married, sister-in-law Yang and sister-in-law Yang stood at the top of the food chain together. Brother wanted his parents to cook for him. All he got was rice with salted beans and boiled water. But when he pulled his daughter-in-law, sister-in-law Yang, he was presented with a big meal. Therefore, the daughter-in-law soon became another secret weapon for brother to punish his brother.
Brother Yang's cousin left a message "family status: Mom = Sujuan (sister-in-law Yang) > brother > Timo (dog) > dad > brother". This comment was praised by more than 300000.
So far, the father who is very dignified but becomes a good baby in front of his wife, the mother who is highly armed but easy to be provoked by her brother, and the elder sister-in-law Yang and younger sister-in-law Yang who do not appear much but stand aloof have gradually integrated into the "crazy universe".
2、 Why 72.42 million fans pay attention to crazy young brother
Why can crazy young brother get so many fans' attention?
In this era of accelerating and accelerating, many people are overwhelmed by houses, cars and tickets.
It's too difficult to change your life. It's better to give yourself a chance to laugh after a busy day. Just as comedy is the biggest dark horse theme of Chinese films, comedy is also one of the most popular content tracks on major platforms.
Figure source: 2021 new media content ecological data report
According to the analysis, there are three main differences between crazy young brother and the funny race track that is quite convoluted:
(1) Focus on family
There are many funny online celebrities on major platforms. Some of them focus on the workplace, some on lovers, and some on brothers and girlfriends, but these are naturally not as big as the basic plate of the family.
Family content can kill all Chinese, which is determined by our cultural background.
Focusing on the family determines the maximum number of fans of crazy young brother.
The high level of Stephen Chow's comedy lies in that behind hahaha and Wulitou, it is a sincere concern for the tragic life of small people, with deep humanistic care.
Although the video of crazy young brother has a very exaggerated plot, it reveals his happy family atmosphere behind it.
Like a fan's message: "after watching brother Yang's video and laughing, you can always think of your parents and recall the warmth of your family."
At present, crazy young brother has made a total of three videos, one of which shares two family photos of crazy young brother when he was a child and now, named "my parents used to guard us, but now it's my brother and I who guard you". So far, this video has been praised by more than 3.37 million.
(2) Exercise restraint
Just like most failed comedy movies are out of control, if there is only exaggeration and emotional stimulation to netizens, it is highly unlikely to be a good online celebrity. Crazy brother Yang's videos are mostly the interpretation of real life, not so suspended.
Have some restraint to make crazy brother Yang's attraction to fans more lasting.
For example, going three ways down is the easiest way to be funny.
However, in the short video, crazy young brother is more based on the trivial and noisy things in life; In the live broadcast, although crazy young brother often connects to the online popularity of beautiful women, the bigger laugh comes from the contrast that he and his brother create when they want to see beautiful women but must treat them with disrespect.
According to netizens' feedback, although crazy young brother has exaggerated expression and action to catch a horse, there is less negative feedback.
(3) Consistent set-up
On may29,2020, crazy young brother Yang held his live broadcast debut.
Compared with other plot type netizens who are afraid of overturning in the live broadcast room, crazy brother Yang's human design maintains a high degree of continuity. It's easy for fans to think that crazy little Yang is really funny, not acting. This brings fans' trust in his real person.
Therefore, the sense of communication between crazy brother Yang and his fans is very obvious. According to the statistics of the new trembling data, in the past 180 days, there have been 64200 comments on the works of brother crazy Xiao Yang.
On the whole, netizens need to be funny, but if there is a trace of warmth and sincerity in addition to ha ha ha, it is a wonderful wine.
According to the statistics of Xindou, the fans aged 31-40 account for the highest proportion of Tiktok fans of crazy little Yang. The post-80s generation, who are nearly middle-aged, may prefer to get rid of the troubles of life for a short time and laugh heartily for a few seconds.
Of course, there are gains and losses. When brother crazy Yang gets the funny bonus, he must also bear the funny limitations.
Comedian Chen Peisi once mentioned that "the production of humor needs to break the inherent order". Most of the creative ideas of funny Internet Celebrities, including crazy brother Yang, are to create a strong contrast through exaggerated performances. The greater the contrast, the more funny points, and the faster the fans.
However, as chenpeisi said, "some vulgar and vulgar comedies often arouse the disgust of the audience". Because of the differences in cultural literacy and creative ability, funny videos are easy to fall into the question of low style.
Some people think that funny Internet celebrity is their source of happiness, but others will think that funny Internet celebrity is too vulgar and relatively low.
From the perspective of going out of the circle, crazy young brother is naturally more difficult than liziqi, liufuhong and other online celebrities.
On the other hand, because the more exaggerated and eye-catching, many netizens deliberately create some exaggerated performances. At present, the major short video platforms do not have very effective restrictions on minors' viewing, and these funny content also has hidden dangers such as misleading minors.
According to media reports, a 14-year-old child who imitated pop-up pop-ups made by netizens caused alcohol explosion and eventually died of serious injury.
Observing the cover and introduction of crazy young brother's account, we can also find that he has marked "do not imitate".
How to reduce content risk and even promote positive energy while being funny is a difficult problem that needs to be explored continuously from comedy masters to funny online celebrities.
3、 How much money did crazy brother Yang make
As for cash flow, brother crazy Yang's cash flow channels mainly include advertising implantation, live broadcast rewards, and live broadcast goods.
According to the massive star chart, the highest quotation for a video of brother crazy Xiao Yang exceeded 640000 yuan. From May 15 to September 19 last year, brother crazy Xiao Yang received a total of 15 advertisements. From his past works, the types of advertising mainly include game promotion and app drainage.
Crazy brother Yang's star map quotation
In terms of live broadcast with goods, according to the statistics of new shake data, crazy brother Yang has brought goods totaling 336million yuan in Tiktok in the past 180 days.
In a live broadcast, brother crazy Yang once revealed that his best live broadcast with goods could earn about 3million yuan after paying taxes.
From the analysis, crazy young brother mostly chooses household department stores, and the customer unit price is mostly within 100 yuan, which makes his consumption decision threshold of the live studio very low, and fans are more likely to place orders because they like him.
Price distribution of products in brother crazy Xiao Yang's live studio data source: Xinshuo
In addition, after nearly two years of baptism, many netizens began to dislike the routine of holding orders and second kill in the live broadcasting room. However, crazy young brother Yang relied on the funny performance of sand sculpture, selling goods half the time and entertaining half the time, creating a relaxed and pleasant atmosphere of selling goods.
Crazy young brother Yang is called "the ceiling with goods in reverse" in the Jianghu. When he sells non stick pots, he sticks to the pots, but he finds that the apples are rotten... He has to face many manufacturers in embarrassment; In addition, black people were invited to bring black toothpaste. When they sold ShaQima, they were asked by fans whether it was a "male horse or a female horse"... The live broadcast of crazy young brother Yang's bringing goods has become a source of happiness for many netizens.
It is observed that brother crazy Xiao Yang is likely to be the most widely spread live slicing video with the best powder absorption effect besides lijiaqi.
In Tiktok, the cumulative broadcast of "crazy young brother live playback" and "crazy young brother live broadcast" alone reached 630million.
As a result, the live studio has become a fan stage for crazy young yanggexin. According to the statistics of new trembling data, on March 29, because of the joint live broadcast with shaoyuxuan, the "sister of crazy production", the Tiktok account of crazy young brother Yang gained 262200 fans in a live broadcast.
In addition, brother crazy Yang also founded three sheep in MCN. According to the official website, at present, there are more than 100 employees directly under the three sheep, with more than 300 accounts, and more than 300million fans in the whole network, covering many businesses such as talent incubation, supply chain channel cooperation, brand operation and distribution.
According to the enterprise investigation, at present, crazy little brother Yang (his real name is zhangqingyang) has 7 affiliated enterprises
On the whole, because of the consumption mentality of funny fans and other problems, crazy young brother has a high probability of not being compared with super anchors such as Li Jiaqi and Luo Yonghao in terms of liquidity efficiency. However, for a 95 year old who came from an ordinary family and lived in a dirt house in Junior high school, he later said that in four years, he not only received the attention of more than 100 million fans across the network, but also lived a rich life with a family, which is definitely a cool story in the era of short videos.
"I'm worth billions? I'm about the same as big Yang," crazy little Yang revealed in a live broadcast.
4、 Conclusion
According to the general impression, handsome men and beautiful women are the absolute traffic passwords, but among the top10 accounts with a large number of Tiktok fans, there is no pure selfie account; In the mouth of many tutors, installing x is the first meaning of creating human IP, but the big net celebrities seem to be more grounded one by one.
Although the current social platforms are very popular to show off and share a good life, netizens also need a relaxed moment when they can laugh freely while living a hard life, which may also reveal the entertainment nature of major social platforms.
For online celebrities, helping fans kill time is the foundation of their lives, and it is also the core to get the most fans' attention.
When answering the question why we don't sell goods live every day, brother crazy Yang once answered:
"I can broadcast for several hours a day, earn hundreds of watts, and earn wildly, but is it meaningful? My body is gone, and my fans don't like you anymore. I think you just want to make money when you change. Fans come for happiness, so you have to bring happiness to them."
Author: Yun Feiyang; Editor: Zhang Jie; Proofread by: curly
Source: official account: newrank (id:newrankcn), focusing on observations and reports in the field of Internet content and caring about people and things related to the content industry.
This article is published under the authorization of everyone is a product manager cooperative media @ Xinbang. Reprinting without permission is prohibited.
The picture is from unsplash, based on cc0 protocol
