As an important sub-category, beauty accounts have always occupied an important position on Douyin, and beauty celebrities are also an indispensable main force in the short video field. In business The monetization performance is also outstanding. Looking at its content types, beauty content is also becoming segmented in iterations.
So after a long period of ups and downs, what characteristics does today’s Douyin beauty show? What kind of methods do head masters play? Under the Red Sea, are there any new opportunities in the beauty field?
Content types: plot and evaluation are the two mainstreams
In terms of the content types of beauty accounts, we can see that beauty + plot and Grass planting reviews/good product recommendations are two major mainstream contents, and many high-fan accounts belong to one of these two categories. In terms of specific gameplay, accounts of the same type have many common features as well as their own unique gameplay.
Beauty + Story
Looking at the beauty accounts on Douyin, most of the ones with the highest number of followers are beauty + The plot line. Different from other beauty content that focuses on products or makeup, drama-based beauty content is mainly about stories, and beauty products are often naturally embedded in it. The audience’s focus is on the development of the plot, so the content is enjoyable and More fun. Here we list several head accounts with different styles:
① Mr. Ye, @优子CICIchan
@叶 Both Gongzi and @Youzi CICI Jiang have been popular on Douyin for a long time. The contents of their accounts focus on reversal, counterattack, relief, and positive energy, and unfold narratives around multiple life dimensions such as emotions and workplace. , through various dramas of "tearing down scumbags" and "punishing evil and promoting good", successfully created a distinctive heroine character. Currently, the number of fans of @叶公子 on Douyin has reached 3179.2W, while the number of fans of @优子CICI江 also reaches 1844W.
It is worth noting that after these two accounts gained a certain influence, they both spawned their own beauty salons on this basis. Accounts, such as the matrix account of @ Pomelo CICI Sauce @ Pomelo Buy It, use good 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. At present, the number of fans of this account has reached 375.9W, but starting from July, the frequency of updates has been reduced, and the data has also declined significantly.
There is also @叶公子’s matrix account @叶公子的daily, which also follows the route of good product evaluation, and currently has 450.5W followers. In this account, the protagonist Ye Gongzi presents a more realistic and down-to-earth image, and the video style is more "sand sculpture", which is completely different from the domineering and handsome character in the large account. This strong contrast breaks through the limitations of a single character. , increased fans' curiosity about the character of "Mr. Ye", and the distance between the two has been further shortened.
②The bankrupt brother and sister, @淒号店
With @叶公子, @ Yuzu CICI Jiang has a different narrative that closely revolves around the heroine. The @bankrupt sister and brother with 2127.4W fans and the @淒号店 with 873.6W fans both use a beauty store as the background of the story, although they also have fixed protagonists. , but each episode of the short drama is based on the guest's story, and most of the topics come from real life. There are types that make people feel indignant, such as mothers who favor boys over girls, fake best friends who are hypocritical, and love-minded boyfriends. There are also some stories that convey warmth and true feelings, which can move users' hearts.
In addition to simply showing the stories of the guests, these two accounts also intersperse the daily stories of the protagonists in the works, which not only enriches the content of the accounts, but also makes them more interesting. The image of the main character is more full and vivid, making it easier for users to remember.
On the other hand, the binding of the plot to the beauty store allows them to cooperate with the plot and allow product placement when promoting products More natural, not too abrupt.
③Tao Lulu, @黑马小明
These two accounts focus more on highlighting “cross-dressing” and “cross-dressing” through plots These two elements are "counterattack". For example, @黑马小明 wrote on his personal homepage, "Boys are not ugly, only lazy. Follow me and I will teach you how to counterattack and become handsome." The basic model of his account is "an ugly guy who looks uneven in skin tone and slovenly." 'The man successfully transformed into a refreshingly handsome guy after putting on makeup.'
In the early days of creating the account, most of the works were simple transformations of straight men. Later, various elements such as inspiration, reversal, and love were added, making them more watchable and entertaining. To become stronger, the current number of fans on Douyin is 855.5W.
Since “cross-dressing” and “counterattack” can bring strong visual stimulation and satisfy curiosity, I have always been prepared on Douyin. It is highly praised, and when these elements are combined with the plot, more highlights are derived.
Generally speaking, although the beauty + plot gameplay seems to have more advantages in attracting followers, there are also many issues that need to be considered or improved, such as:
The content needs to be updated frequently, otherwise it will easily make users tired. For example, @叶公子's early works mostly focused on simple girls who were bullied and successfully counterattacked through makeup transformation. Later, they incorporated various elements such as fighting against scumbags, friendship between besties, suspense, emotion, etc.
Compared with conventional beauty content, the production threshold of this kind of short drama is high, the production cycle is long, and it also has high requirements for the expressiveness of the characters on the screen. On the other hand, it also tests the skill of the screenwriter, who must not only ensure the integrity and interest of the plot, but also integrate the benefits of the product into the plot to avoid arousing the audience's disgust.
Whether it is the plot theme or the personality of the characters, how to be unique and avoid homogeneity is also an issue that requires constant consideration.
Grass evaluation/recommendation of good products
Corresponding to the drama-type beauty, They are beauty experts who belong to the category of evaluation/recommendation of good products. These experts all appear as real people to recommend good products, teach makeup, etc. They use real people as endorsements and complete various links through the sense of trust they create in the hearts of users.
Among them, celebrities with outstanding performance include @豆豆_babe, with a fan count of 1164.7W; @文仙女, a fan count of 669.5W; @我是张凯yi, a fan count of It is 745.4W, and @ Tangxindan also has 405W fans.
In terms of published content, the content composition of these celebrities is generally similar. Most of them focus on makeup tutorials, good product recommendations, product reviews, unboxing, and life vlogs.
Under the "roughly similar" content format, the decisive factors that determine whether this type of talent can attract fans include two main factors, in addition to professionalism that does not need to be emphasized. The first aspect is authenticity, and the second aspect is the personality and charm of the master.
Let’s talk about authenticity first. Take @文仙女 as an example. The personal homepage of her account clearly states that her content positioning is "original Apple review, no beautification and no filters." This rather reliable introduction has invisibly eaten a lot for users. A "reassurance pill". The videos he publishes, including product reviews, favorite product recommendations, unboxings, etc., all adhere to the true principles in his introduction without exception, which has also won him the trust of many fans.
To put it another way, authenticity actually means that the influencer and the fans must become mutual benefit-sharing parties, as fans’ friends. To create content and convey a "same stance" attitude to fans by getting close to them, thereby gaining users' trust.
In addition, the personality charm and character traits of the artist themselves are also parts that must be displayed in this type of beauty account. For example, Daren @ Tangxindan calls himself “the beauty blogger who is the best at cross talk.” His funny and humorous way of speaking not only quickly closes the distance between him and his fans, but also allows fans to “deliver” their trust with peace of mind. ;@我是张凯yi is good at "roaring Amway". His strong northeastern accent and slightly "irritable" explanations have become his distinctive characteristics that distinguish him from other bloggers of the same type.
For this type of experts, if they can perfectly integrate professionalism, authenticity, and personal characteristics to form an account that cannot be mentioned, they will definitely Be able to stand out among other accounts.
Male beauty celebrities are on the rise
Judging from the types of beauty account experts, Douyin’s Female beauty experts still have an overwhelming advantage in number, but with the exception of the well-known Li Jiaqi, the number and influence of male beauty experts have increased to a certain extent compared to before.
The @黑马小明 mentioned above is a clear representative of the male experts in the beauty drama account. In addition to him, we can also see:
Star makeup artist @ SamChak, relying on his excellent professional skills, has attracted 1447.3W followers on Douyin;
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@LuoWangyu, a beauty guru born in 1995, gained 6.6 million fans in one year, and also set a record of 13 million sales in a single short video on Douyin.
Analyzing the videos it released, it was found that in the early days they were mainly makeup tutorial content and did not gain much attention. Then he adjusted the direction of the content to complaining and revealing secrets. Starting from the ingredients of skin care products, he told fans which products had problems and which ones were paying "IQ tax" in a "venomous tongue" and "sincere words". Due to the realistic style of the video and personalization, @罗王宇 not only has a strong momentum of attracting fans, but also has established an extremely strong and close relationship with fans.
Judging from the overall development of male beauty celebrities, we can still find more layout points, such as the current male beauty celebrities The audience is still mainly female. Starting from the needs of male audiences, we may be able to dig out more content and seize a larger user share. In addition, starting from the content style and more refined content direction, we can also seek more development possibilities.
Although the beauty category is already a red ocean in the content industry, there are many newcomers emerging. Find the entry point for the content type, and supplement it with fine polishing that suits the account style. There is still a chance to capture a world of your own.