Interview Notes: On July 15th, Xiaohongshu’s official account @走少小姐 reposted the video notes of the fashion blogger @城市女孩Vivian , whose content creation style was loved by many users, and even led the Xiaohongshu community to share new trend.
Next, let us walk into this fashionable and casual blogger through Q&A. See why she was able to gain official recognition and fan love in such a short period of time?
start from scratch
The leader of fashion and lightness
Qiangua: In just 3 months, @城市女孩Vivian has gained more than 200,000 followers. How did you determine the creative direction of your account? Have you tried other directions before?
Vivian: Actually, I have been doing self-media for many years, and I used to focus on official accounts. Due to the realization of the official account and the decline in data, classical self-media people have also begun to test the short video.
There are many animation accounts on the market now, they are more inclined to the emotional direction of men and women, and they are all the same. But I personally think that there are many dimensions of content, and it should not be limited to love and love, so I want to start from myself and make a unique and unique female animation account.
I want to show the bright contrast of some urban girls and draw some fashionable and generous urban stories, but I didn't expect it to be quite popular.
Qiangua: @城市女孩Vivian interprets the life of urban women in the form of animation. What do you think are the advantages of the content in the form of animation?
Vivian: First of all, there is no need to shoot.
Second, animation can better present the desired effect. The pictures that are difficult to show in real life can be displayed through animation, which will give readers more different visual experiences. At present, the painting style is more popular among readers.
There is another advantage, that is, real people may collapse houses, but Qingman people can't.
Qiangua: @城市女孩Vivian's content is very close to the real life of urban women, such as fashion, love and other hot topics. Where does the inspiration for these content come from?
Vivian: The inspiration comes first from myself. No matter what age group, girls often encounter the same problems and dilemmas, such as appearance anxiety, body anxiety and so on.
I will have it in myself, and so will my friends around me.
In addition to our own insights and the insights of the team, we will also combine big data to create, and discuss with the team meaningful topics that readers will like.
Qiangua: Many fans have found their shadow in the urban girl Vivian. What do you think is the biggest value of urban girl Vivian account for fans?
Vivian: It can output a different point of view to readers, so that they can get some new perspectives or strengths.
In the first few episodes, I didn't think about what it could bring to fans.
However, after the content has been updated for several issues, I often receive a large number of private messages or comments from readers. They will be grateful for watching this video, let them gain something, grow up, and even urge us to update. These comments also keep us motivated to keep updating.
Qiangua: In the future, which direction will urban girl Vivian account develop?
Vivian: In fact, many accounts on the market have started to imitate us.
Urban girl Vivian has actually created a track of "light and fashionable people". We will definitely continue to cultivate in this field, and at the same time create better content and creative points, hoping to keep giving readers new things.
We are a start-up team, and many technologies are not mature enough. In the later stage, all aspects of the picture will be made smoother. On the other hand, the plan may be to do some content that combines real scenes and animations in the future , or to create in the form of serials.
There is story continuity to deepen this IP. Let the character of Vivian be more deeply rooted in the hearts of the people.
Qiangua: In the process of your content creation, is there any issue that left a deep impression on you?
Vivian: Every issue is very profound. Especially in the first 4 and 5 periods, I worked very hard. Of course, the data will also give you positive feedback.
If you want to say the most impressive thing, it should be the top view is to write a story about my aunt. This note currently has 330,000 likes in Xiaohongshu, giving us nearly 40,000 to 50,000 fans.
In addition to the fact that the data was beyond our expectations, many people began to regard "little aunt" as an avant-garde label. The role of aunt outlines the life that the audience is more yearning for.
Figure丨Guoji·Thousands of Melon Data-Note Analysis
Guoji·Qiangua data shows that the video note "The Reason My Aunt Is Single" released on May 27 has the most comments in the list of notes in the past 90 days. The hot word TOP1 in the comments is "marriage". Around the topic of marriage, fans started a heated discussion, which aroused widespread sympathy. For example, popular comments such as "It's not that this aunt doesn't want to get married, but she doesn't want to get married for the sake of getting married", "This is the way I want to live the most", etc.
"Minority" is not small
Little Red Book with 200 million monthly users
Qiangua: Since April 29th, every video note posted by @城市女孩Vivian is a hit. In terms of content creation, what experience can you give to novice bloggers?
Vivian: A very important point is: first of all, you must be satisfied with the content you produce, and only then will your readers be satisfied.
In the second aspect, I think that many people may rely too much on big data to find topics, but I personally think that your insight will be more important than this data.
Even if I think a certain topic is interesting and meaningful, even if the data is not ideal, I may still insist on doing this content, mainly based on personal satisfaction. If you like it, there will definitely be fans who like it.
Novice bloggers don't have to worry about their content being too niche. Because I think every niche group is enough for the masses.
Qiangua: At present, @城市女孩Vivian is updated about once a week. Will there be any difficulties in the content creation process? How did you overcome it?
Vivian: I have been doing graphics and texts but not videos before, and the script is also very wild, so I rely on slowly groping.
At the beginning, it was expected to be updated once a week, but due to the lack of experience of the team, we have been testing and adjusting the content. As a result, the update status has been suspended for the past few months, or there has been no update for half a month.
Of course, the members of the team are all excellent. The illustrators and animation masters are all people who have requirements for the content. The team is on the same frequency, and the goal is to make the content better, so many difficulties are gradually being overcome.
If you create, of course, there will still be a lot of data anxiety. Because Vivian's early report card is relatively beautiful, I will worry about the fluctuation of the data. But new media people probably have anxiety, and there is no way to overcome it. Bloggers whose every post is a hit may be more anxious.
Qiangua: Data anxiety is also a problem faced by many novice bloggers. For example, if you publish more than 10 or even 20 articles and only a few people like each article, what suggestions do you have?
Vivian: This is really normal.
A piece of content we posted only had 10 likes. And the 10 likes were all ordered by ourselves and our friends, hahaha I felt quite sad at the time, but I didn't doubt my content because of it. I have been working in new media for a long time, and I have judgments about good and bad.
So post the 2nd note again. Looking at it with a peaceful mind , there is still no traffic.
As a result, the third issue exploded, and the notes had 40,000 likes on the second day, and the hot notes drove the flow of previous notes.
Although we are much smoother than most bloggers, persistence is true , and persistence will have results.
brand cooperation
Create high-quality commercial content
Qiangua: If there is a brand that wants to establish cooperation with the urban girl Vivian account, besides matching the brand with the content of the account, what aspects do you value more?
Vivian: First, the product has no negative news.
Second, it is the value fit.
Third, you will prefer brands that give you enough freedom in content.
Of course, the current business cooperation is relatively smooth, customers will not ask hard and wide, and respect us in terms of tonality, which also made Vivian, an urban girl, also won the first place in the "Business Interaction List" in July. Many brands like the personalities of independent women, which is very suitable for Vivian, so we can create good content together.
Qiangua: How do you think creators can find a balance between food and content?
Vivian: There is no conflict between the two. As long as your content is good enough, viewers of Qiafan videos will also like to watch it, and even expect your advertisement to appear.
Of course, if the advertising placement method is too blunt, it may give fans a bad feeling, and planting grass in the product will also have a counterproductive effect.
In addition, in fact, content creators don't need to worry too much about making money. If the content is well done, they will have more choices and opportunities to make money. Content-oriented.
Summarize
In this issue of Qianfu, we are honored to invite Xiaohongshu fashion blogger @城市女孩Vivian , from his own practical operation experience, to bring us thoughts and suggestions on the operation of Xiaohongshu account, which are summarized as follows:
In addition to advantageous industries such as beauty makeup, the fast-growing Xiaohongshu is emerging with more new track bonuses such as fashion and casual.
Content insight, creative self-motivation, and unremitting efforts are important factors for the rapid growth of Xiaohongshu bloggers.
Xiaohongshubo mainly chooses tonally compatible brands for cooperation, and the high-quality commercial content of soft grass is more likely to impress fans.