Editor's introduction: Some time ago, the most popular CP official of Douyin broke up. This news made countless netizens sigh with emotion, and they did not expect that cp, which was once so enviable, would also go to the BE ending. Entertainment behaviors such as this seem to be very effective fan-sucking behaviors, and many Internet celebrities have increased a large wave of heat by group CP. This article expands on this article in detail, let's take a look.
TikTok is the most popular CP breakup.
On April 28, @I am your cc A and @cute QQ ya official announcement of "breakup" news on the vibrato hot search. Their once loving videos attracted a large number of users, and also helped the two to join the list of tens of millions of big Vs, with a total of 32.846 million fans.
CC and co-oil co-oil break up on the TikTok hot list
After the two broke up, many netizens went to the previous video below to leave a message, "Why push this video for me when they officially announced their divorce, is it to make me more disbelieve in love?" ”
Not only cc and QQ, in the past two years, the game of group CP, lalang, bundle marketing and so on has become more and more popular on the short video platform.
In 2021, the rapid growth of Internet celebrities such as young children, small bully pets, and velociraptors is inseparable from the blessing of rich emotional lines. Some head Internet celebrities do not have social relations such as marriage and love, relatives, etc., but they do not affect the crazy brain supplement of netizens, thus forming a number of hot stems.
For example, at present, the popular Menier and the YOUNG CP have derived a lot of "play terrier" space, netizens will spontaneously comment, "Passed down, the Leper and Menier are married, and the children are two years old." Or, when Menier and other female anchors connected to Mai, netizens began to be a little bit of a child, "Menier cheated." ”
Entertainment behaviors such as these are accompanied by chemical reactions between Internet celebrities, and the netizens who are on top of them find fun in boring online life, and Internet celebrities are becoming more and more popular with the help of heat.
Perhaps, it is too difficult to rely on regular content to attract fans, and the intricate emotional disputes are the most efficient.
First, the Internet celebrity "group CP" 108 type
The trend of the head net red group CP can probably be traced back to 2020.
For example, @Monkey Brother said that Che has been linked with @Monkey You many times. At the time, @PiYou was a hot-looking, well-off head bike blogger with 8.4 million followers.
The CP-style high-frequency interaction between the two groups has caused a large number of juvenile terriers to appear in the comment area of Brother Monkey. Although most netizens know that the interaction between them is mostly for the content needs, they still tirelessly act as "moon old", which also adds a romantic color to this serious car review account.
The change in the number of followers is very intuitive. In the six months from June to November 2020, @Monkey Brother said that the car rose by 16.95 million, which is the fastest car account in the same period. @Purry also quickly rose in powder.
In addition to the car class, the plot and funny class masters are also going farther and farther on the road to form CP.
In September 2020, @Mad birth sisters and @Zhang Ruoyu jointly filmed a strange blind date video, which received 276.4W likes.
Since then, many fans have bumped up the CP of the two, searching for their IDs on Douyin, they will see derivative topics such as "Zhang Ruoyu Belle Grandpa is not together" and "Is Zhang Ruoyu Belle Grandpa a couple", which shows the high enthusiasm of netizens for "Lalang".
@Mad Sisters TikTok video screenshot
In the first half of 2021, the hottest short video CP will start from "dwarf love oil".
In 2019, Yin Shihang began to release works on Kuaishou and Douyin. Then, at the wedding of Internet celebrity Han Anran and Mr. Piggy, the groomsman Yin Shihang received the attention of some netizens.
Since then, Han Anran and his wife have experienced divorce, remarriage, tearing up the little three and other events, Yin Shihang as a friend of the little pig frequently appeared to say. Soon, the love story of him and He Jingjing running for many years also attracted the attention of passers-by, and with the video of the life of the wife of the boss, the account fans soared.
In 2020, Yin Shihang conducted a live marriage proposal, declaring that he wanted to marry He Jingjing, but later announced the news of the breakup. Not long after, the new female protagonist LuLu appeared, and Yin Shihang's popularity reached its peak.
With dramas such as marriage proposals, marriages, and breakups, Yin Shihang once carried tens of millions of goods in a single scene.
On May 15, 2021, he conducted a 5-hour live stream with the marriage proposal as a gimmick. That night, Yin Shihang wore a white suit and rode a short horse slowly, with several large characters on the background wall that read "Hanglu Engagement Celebration". Subsequently, Yin Shihang dismounted and proposed to Tao Lulu on one knee.
The playful picture and the plot of dog blood have made this live broadcast successfully climb to the top of the Weibo hot search list. Not only that, its single GMV reached 46.2976 million yuan, achieving a double harvest of popularity and cargo.
Screenshot of Yin Shihang Kuaishou live broadcast
However, the plot drama of the "triangle relationship" did not last. On May 17, 2021, yin shihang was banned by the platform and bid farewell to the battlefield because of the vulgar hype involved.
At that time, Yin Shihang had 8.51 million fans in Kuaishou and 6.42 million fans in Douyin, and the news that his Kuaishou account was banned for 630 years also appeared at the top of the Weibo hot search list.
Second, why do netizens want to "snort CP" in short videos?
Although Yin Shihang was banned, the form of forming CP and staging multiple plots was inherited, and it was repeatedly confirmed to be a weapon for rising fans since then.
The reason is that the audience maintains curiosity and voyeurism about the emotional life of internet celebrities, and if internet celebrities can meet the needs of fans in just the right way, their video popularity will no longer be a problem.
Taking @Pot Cover, @Hippo Jun, and @Burst Strawberry Porridge as an example, the frequent content linkage has made the number of fans and topics of the three people higher and higher, and the current number of fans has reached 11.989 million, 18.488 million, and 13.203 million, respectively.
As early as 2019, @burst strawberry porridge and @pot lid began to link content, and then @hippo jun also joined in, coupled with hippo jun's mother "mamo", several people with very different styles and personalities can often collide with interesting sparks.
For fans, watching a few people's lives may become a habit and a hobby, perhaps like "eating a meal".
In the linkage, and the CP sense of @ poppy strawberry porridge and @ pot lid is the strongest, the two were classmates when they were young, filmed videos together, and then joined the same MCN company PapiTube, and are also head Internet celebrities.
This kind of intimate and firm friendship makes many people envious, and along with it, the content of the frequent linkage of the two accounts has also attracted a lot of attention.
Image source: Screenshot of the vibrato video of @pot lid and @burst strawberry porridge
Third, the group CP, what can it bring?
In addition to making the onlookers of CP smile, what else can it bring to the host and its account?
First of all, Kath once pointed out in the analysis of the first quarter of the increase in fans that account linkage can drive rapid powder increases.
Take @ Pi You as an example, she once mainly sent locomotive content, and in the second half of 2020, the selection of topics became more and more abundant, in addition to exploring food in various places, she will also work with different talents to carry out fun activities together.
In 2021, @Piyou and @Menier have co-produced videos many times, and the CP topic between the two is getting hotter and hotter. After enriching the content form, the data of @PiYou Douyin fans has also increased significantly, with a total of 3.78 million fans in July-September 2021.
In the first quarter of this year, she also carried out content linkage with @Ménier, @Wang Buyan, @Xiaoyu Begonia, @Gao Taro and other fields. The two parties appear in each other's accounts to co-create content around a certain theme.
After the release of the relevant videos, the performance of each data is very eye-catching. At the same time, the account itself has also achieved a win-win situation of mutual drainage and common growth of fans. The above-mentioned accounts all ranked among the top 1000 fans in the first quarter of Douyin, and the number of fans of @Piyou and @Menier increased to 26.334 million and 31.558 million, respectively.
Second, in conjunction with other talents, increase the elements and styles that the original account did not have, and complete the transformation more smoothly.
It is worth noting that when it first became popular, the young child took the motorcycle beauty route, attracting a large number of male fans, but also attracted a lot of controversy.
After the transformation of the "life + appearance" blogger, the natural and grounded video style not only allowed her to gain a batch of new fans, but also the evaluation of the outside world was getting better and better than before.
In addition, the group CP allows the personality of the talent to be more intuitively presented, and can also add heat to their works. When CP fans are enthusiastic enough, advertisers will also take the initiative to extend an olive branch.
For example, @Lepreque and @Ménier not only cooperate at the content level, but also often shoot commercials together, and both videos have higher number of likes than the content of the lepers.
For example, on November 28, 2021, an advertising video released by The Boy was praised by 1.428 million, and someone left a message: "If the Child is married to Meunier, I will give a gift of 20,000, this comment is proof, and I will do what I say." The review received 40,000 likes. There are also many fans who express their hope that the two will shoot a small sweet drama together.
Screenshot of @PiU TikTok video
A similar situation exists on the Kuaishou platform.
In March this year, the popular short drama "The Long Princess on the Top" ended, and it was broadcast more than 330 million times on the fast platform alone.
With the fermentation of the series on multiple platforms, the CP of the two leading actors, Xia Xiaxia and Jinchao, has also been "snorted" by many fans, and Jinchao has changed from a model in the Hanfu circle to a hot Internet celebrity actor. Although its fan base in Kuaishou and Douyin is less than one million, it has also received multiple commercial offers.
For example, on April 28, Jinchao participated in the live broadcast of the National Tide Festival held by jewelry brand Zhou Dasheng; on April 29, Jinchao also cooperated with Xia Xia to shoot an advertisement for a perfume brand.
@Jinchao jc Kuaishou video screenshot
Of course, while the head Internet celebrities have taken the initiative to shoot together and take the initiative to form CP, providing emotional snacks for CP powder and melon eating masses, the drawbacks cannot be ignored.
First, if the linkage form of the talent is relatively blunt, it is impossible to form a stable and characteristic content output. Once the freshness of the fans has passed, it is difficult to achieve drainage and increase the fans.
Second, if the two parties to the CP group have a real emotional relationship, every bit of the future will be magnified in front of the public eye. And the natural parts of emotional relationships that are not glamorous, even ugly, these corners are not popular with the public. Once the relationship has a crack, then the previous personnel of the two sides will also have the risk of collapse, which will lead to depowdering.
Third, from the perspective of the broader market, with the slowdown in user growth, it is becoming more and more difficult to increase fans on short video platforms. When the masters are willing to shoot the VLog of life, the content that needs to be carefully polished is obviously reduced, and the content picture that users can see seems to be much monotonous. For example, will works that require multiple reversals and pay more attention to acting and detail polishing gradually give way to pieces of life that are simpler and easier to shoot?
Group CP is a shortcut to rising fans, but it is clearly not the only path.
Public number: Kath Data
This article was originally published by @CAS Data as a product manager and is not reprinted without permission
The title image is from Unsplash, based on the CC0 protocol.