A single video has over 2 million likes, and amateur transformation is still a traffic password. A piece of news broke through the information cocoon, and we got to know two middle-aged and elderly top idols. From this, we became curious and interested, so we began to understand their lives. The style of the video and the group of fans behind it who are always excited.

In 2023, with the end of the epidemic and the tourism market recovering, travel bloggers have swept away the gloom and even reaped development dividends.

Among them

escape plan is a dark horse travel blogger who emerged at the end of 2022. In the video, he will take people trapped in the city to go on adventures, go camping with social friends,

  and explore the real-life “Nu Qing Xiangxi” cave…

The interesting natural adventures make the account full of fun to watch, so it has gained the love of more and more users. In early January this year, Ayuan reached the top of Xiaohongshu’s list of fans with an increase of 188,400 followers in a single week. At that time, his total number of fans was 1.07 million. After half a year, Ayuan’s number of fans has increased to 2.249 million, more than doubling.

At the same time, Ayuan’s commercialization capabilities are also extremely rare on the Xiaohongshu platform. According to incomplete statistics from Cass, in the first half of

published on Xiaohongshu had at least 7 likes, each with more than 100,000 likes.

How does Ayuan create content and advertising? What can content creators learn? Cass will expand on this below.

1. Don’t be a special soldier, travel bloggers speak for “relaxation”

Official data shows that in May this year, HE Tuber the unemployment rate among young people aged 16 to 24 rose to 20.8%, hitting a new high for two consecutive months since statistics were collected in 2018. It is difficult for young people to find jobs, which has become a mainstream social topic this year.

In a depressing social environment, people begin to seek some external comfort, and travel is one of them.

In the first half of this year, a special form of travel called “special forces-style tourism” quietly emerged among young people, mainly college students. In order to maximize the use of time, they usually choose to set off on Friday night or early Saturday morning. After intensively checking in at the destination attractions, they rush back to class on Monday morning.

Contrary to the special forces tour, Ayuan’s videos focus on “relaxation.” Netizens call his work a healing system. It does things that many young people want to do but don’t have time to do. It not only heals themselves, but also allows the audience outside the screen to feel a free vitality.

For example, A Yuan once traveled to Mount Emei alone and completely ignored the opening hours of the scenic spot. He was teasing the monkeys on the mountain and watching the sunset. He felt very comfortable until he missed the time to go down the mountain in his silly fun and was trapped on the top of the mountain for a night. As can be seen on the home page of his Xiaohongshu, the most popular non-commercial notes are titled “What is it like when you suddenly find out that your friend is super rich?” 》《This kind of immersion, I would like to call it the strongest! 》《6400-meter slide! The Secret

  Land of Tibet, Qinghai-Tibet Lowland”.

A Yuan’s video content is usually about 1–2 minutes long. He is very good at using precise words to bring the audience into the scene he is in. The first-person perspective shooting increases the sense of intimacy and reality. Super copywriting skills and the ability to select simple materials while cutting out the complex are two key factors that make him stand out among travel bloggers.

For example, at the end of the travel Vlog in Medog, Tibet, Ayuan said: “There is only one way out and in here. I come down and call it the slide, and they go up and call it the ‘Heavenly Road’.” This sentence expresses a certain social reality in a concise way. When people think deeply, even if the words are not so straightforward, some people will “understand” it. One user commented, “The blogger was born in a good place, so he can go up the slide after calling it. But those children were born in a remote place, and they

  want to go to the big city as if they were on the road.”

For example, in this video titled “Sorry, I have to watch this video twice before maybe what I want to say…” A Yuan compares the COVID-19 epidemic to a rain. The sudden rain makes people get wet, and some People had no time to hold an umbrella, and some people were angry and sad. These scenes fit the situation of ordinary people in the great era and resonated deeply with the audience.

In addition, “That day, I saw the most handsome 54-year-old” and “What is it like to have a friend with social phobia!” “The protagonists of videos such as “The Movie” are all from the bottom of society who are not noticed, which forms a clear difference with other creators in terms of topic selection and conception. Reminiscent of the popularity of “Second Uncle” last year, it can be seen that users at Bilibili are more receptive to this type of content. Therefore, Ayuan has also gained longer-term fan stickiness at Bilibili with this kind of warm content.

2. Content-based advertising so that users no longer resent commercial placement

Not only is the content produced brilliantly, garnering high likes and numerous interactions, but Ayuan’s commercialization capabilities deserve the attention and research of content practitioners. According to incomplete statistics from Cass, in the first half of 2023, Ayuan’s business notes published on Xiaohongshu had at least 7 likes, each with more than 100,000 likes.

Among them, the most liked video was posted on January 13, titled “These are the many friends I have met this year~” and received 1.58 million likes, 230,000 collections and 8,440 comments on Xiaohongshu. In this video, Ayuan recalled the kind and enthusiastic strangers he met during his journey in 2022, and at the end of the video, he sent a Proya gift box to his friend. The commercial placement was silky smooth. The entire video only lasts 78 seconds, but it seems to cover the scenery from all over the world. The connection between the copywriting and the picture is very smooth, which effectively

  improves the completion rate.

Xiaohongshu video screenshot The reason why users are not disgusted with this commercial video is that Ayuan presents the resonance between her “sincere” self and friendly strangers.

A Xiaohongshu user commented, “His copywriting coupled with his videos always make people feel a lot of warmth in the world. Maybe everyone has their own hardships that cannot be explained, but under this hardship, But I can’t hide my warm-heartedness and the warmth that makes people cry. Every time I watch the video, my nose feels sour.”

A Yuan’s business note with the second most likes was released on April 16. It was a collaboration between the pet brand “pidan” and A Yuan, titled “What is it like to have 500 cats and dogs!” 》. This video has so far received 1.39 million likes and is estimated to be 

In this video, Ayuan shared the daily life of Aunt Qian and the 500 stray cats and dogs she adopted. Due to the high cost of feeding, Aunt Qian was short of money, so Ayuan contacted “pidan” for her, and the brand was responsible for the call. One year’s worth of cat food for “preserved egg” cats.

It can be seen that this is a warm business note, which not only improves the user’s favorability of the brand, but also helped Ayuan gain nearly 80,000 followers.

In addition to beauty and pet brands, brands in food and beverage, home appliances, clothing and underwear industries are also willing to cooperate with Ayuan.

For example, Ayuan released a tea brand advertising video on May 27, which truly demonstrated the income and life changes that planting jasmine has brought to people in Hengzhou, Guangxi, and also portrayed every working person who owns body fragrance. in the minds of the audience. One user commented, “It’s the smell of their hard work, their own floral fragrance, and the jasmine blossoms are blooming with the fruits of their hard work. At that moment, all the hard work is worth it.”

According to Cass, there are two core reasons why Ayuan can gain love and make users

  willingly support his “Duoqiafan”:

First, do not regard commercial cooperation videos as the task of Party A, and do not regard pleasing the brand as the first priority, but as daily content updates, and look for entry points that everyone wants to see more from the user’s perspective;

Second, the content and persona are unified. Whether it is daily creation or business notes, Ayuan adheres to a style — “relaxation”, or “healing”, allowing viewers to gain a light and relaxing experience following the video. . This kind of experience is still very rare in the short video field.

A Yuan’s popularity shows that the power of words and language is still powerful. When users read a certain sentence, their hearts are stirred, and they will sigh, “I found it, so it is like this.” For users, an important prerequisite for following a certain blogger is “same frequency”. Ayuan’s content can resonate with many young people in first- and second-tier cities. This is the essence of his ability to continue to attract fans and stably monetize.

After looking through a large number of popular travel videos, Cass discovered that not only Ayuan, but also the content trend of the travel track has quietly changed.

The early travel circuits mainly showed the scenery of different countries and regions, and providing guides and popular science were the secrets for bloggers to increase their followers. But starting in 2022, in terms of evaluation, users no longer seem to prioritize the practicality brought by the “strategy”. Emotions, thinking, and cultural connotations have become elements that the audience sees more. Cass also noticed that in the past two years, the travel bloggers who have really emerged from the circle have exerted their

  skills in the “emotional” dimension.

Takei as an example. The most unique feature of the travel content she publishes is that it not only shows users the beautiful scenery across the country, but also gives meaning to the scenery through her thoughtful copywriting, so that the video content has The power to move people’s hearts.

In addition, last year, Fang Qi’s output of opinions in variety shows found an increase in fans beyond “travel”, and her popularity and influence also soared. Now Fang Qi has attracted 23.38 million fans on Douyin, and on Xiaoyin. Hongshu has also accumulated 3.107 million fans, making it one of the top two platforms.

Travel bloggers who take the “literary” and “romantic” route like Fang Qi, and although they only have more than 2 million fans on Douyin, the number of likes on a single video often exceeds 100,000, and even reaches Millions of fans commented on it as “healing” and “innocent and easy to leave”.

Not only are they loved by users on the content side, but like A Yuan, bloggers who move people with emotion and carefully shoot good commercial videos are being recognized by more brands.

For example, Cass has recently followed a travel blogger She mainly publishes life recording videos of encounters with strangers and has accumulated 210,000 fans on station B.

On June 29, Chunyu released a video titled “What is it like to be a post-95 generation joining an elderly tourist group?”, which received 844,000 views, 74,000 likes, and 12,000 collections.

This video shares the heart-warming story of Chunyu and an elderly couple from the tour group from strangers to familiarity from a first-person perspective. An advertisement for Honor mobile phones was embedded in the middle of the video. However, due to the clever integration of scenes, it did not trigger any rebellious psychology in the audience, but was highly praised. A Bilibili user wrote in the comment area, “There is no forced sublimation. It simply expresses the life of aunt and grandpa who help each other. Such a positive and optimistic attitude towards life is really inspiring!”

Cass believes that travel accounts that can provide guides are still valuable, but this instrumental value attribute makes it easy for the audience to turn experts into tools. Travel bloggers who are firmly on the trend and occupy the minds of users for a long time need “people”. set up”.