Author | Akagi Jarko
Recent hot events such as "Xinzheku Kindergarten" and "Meng Baby in Charge" have been fermenting in recent times, which also reflects the new education concept of young parents: the concept of "chicken baby" is no longer the mainstream, and "reverse baby" is becoming a trendy parenting rule. The parent-child content IP "Follow Dad to Camping 2", jointly produced by Douyin and Giant Fish Media, was broadcast exclusively on Douyin on April 23, and in this pioneer parent-child reality show, such parenting rules have also been presented more concretely.
"Follow Dad to Camping", in the form of a father camping with a baby, conveys to the audience the different parenting concepts of young parents. Since the first season of the show was launched last year, the cumulative number of fans on Douyin's official account has exceeded 500,000, and the number of views on Douyin's main topic has exceeded 700 million. This is naturally inseparable from the closed loop of communication formed by high-quality content based on the Douyin ecosystem: the official account is constantly updated as the pre-buried highlight of the second season, celebrity guests and influencers are co-producing "business" in short videos, and live interacting with the program before the start of the broadcast, and the creators on the station spontaneously spread and lead to the continuous fermentation of related topics. These have boosted the discussion of "Follow Dad to Camping 2" before the launch, and it #苏醒王栎鑫塑胶兄弟等多个相关话题登上抖音热点.
In addition, the children who participated in the recording gained a large number of "electronic uncles and aunts" on the Internet, and they all benefited a lot. The "Little Prince", who was only 3 years old at the time of recording, has become more brave and confident through the show, the "Little Hall" that has filled the attributes of the social cow has become more mature, and the group pet sweet girl "Little Maruko" has also bravely broken through herself in the show.
On April 23, it was broadcast exclusively on Douyin, and the second season of "Follow Dad to Camping", jointly presented by Watermelon Video, Fresh Time, and Toutiao, has been comprehensively upgraded on the basis of the previous season. With the experience of the first season, Su Xing and Wang Lixin, the two "Bao Dad" managers, are confident that they can make the parent-child camping business "bigger and stronger", but they found that it is not so simple, and in the game link, Wang Lixin shouted, "This road is more difficult than the road in my entertainment industry." still continues the fancy coaxing style of last season. The celebrity guest Bai Jugang joined as a surprise addition of the "intern dad", which attracted the attention of more young people. When the stars mingled with the cute babies, it also made the audience feel the childishness of the stars who rarely appeared in other scenes.
During the five-day and four-night camping life, the cute babies not only need to complete various tasks with their fathers, but also be "free-ranged" to the island to forage for food, accept commissions to "start a fruit business", and catch chickens with their bare hands...... The show can be said to have cured the "fertility anxiety" of many netizens, and also strengthened the feelings of entertainment unicorns about "this post-90s non-traditional baby". For example, the IP of "Follow Dad to Camping", with the new parenting perspective as the content carrier, presents a diversified contemporary parent-child relationship atlas in the entertaining and educational growth line of cute babies, which not only allows the audience to experience the parenting concept of young families, but also allows the brand and the audience to establish a deeper emotional resonance.
When the "post-90s" collide with the "post-20s", the two-way growth of "natural parent-child".
As Generation Z gradually becomes the main group of people in the breeding market, this year's cute babies can always "amaze" contemporary netizens on the short video platform.
The three post-90s fathers and post-20s babies in the new season of the show are all "electronic babies" that Douyin netizens have been "cloud raised" for many years. The daily relationship mode between the Northeast cub "He Yiyi" and his parents is "all good brothers", and his domineering and leaky "child brother" temperament makes netizens affectionately call him "big brother" on Douyin; The cute babies from different families get along with their fathers, partners, and managers in the show, which also reflects the parenting concept of contemporary post-90s young families.
In the first episode of the program, under the advice and guidance of his father, "He Yiyi" did not say a word, voluntarily gave up the tent he liked to his sister, and tirelessly adjusted the angle of the electric fan for his father in the tent. When the enthusiastic sweetheart "Kuaikuai" first met, he enthusiastically shared the shells and stones he had just picked up with his friends.
Before the broadcast of the first episode of the program, the vivid performance of the three cute babies had already received a large number of comments and likes from the audience in various trailers of the show, "I want to lie to my daughter again", "'Hurry and laugh' is simply 'fast and super coaxing'", "I want to see Wang Lixin with a baby" and other urging videos continue. The personality of each cute baby is very different, the cute babies in the first season enjoy the slightly exciting game of "big dinosaur catching little chickens", and the cute baby in the new season faces the "big dinosaur", not panicking at all and shouting loudly.
The content setting of the program also helps parents and children to achieve two-way communication and growth. Without the first season of building a tent from scratch, this season's children are faced with a choice problem, the three cute babies all invariably prefer ordinary simple tents, "He Yiyi" after thinking about the favorite tent to his sister "Hurry up", "Hurry up" also under the guidance of his father asked the other party if they like the room after the exchange, and got a positive answer. The interaction and two-way communication between the father and the cute baby further present their family communication methods.
Behind the small games such as wig shot put and water transport battles, it is a good opportunity to cultivate a tacit understanding between fathers and children and strengthen their emotional connection with each other, children can not only get nourished by family and friendship, but also gradually cultivate the mentality of "failure is not important, it is good to win back in the next game", "how to learn to negotiate in the face of things that everyone likes but only one copy", and can gradually gain the ability to get rid of difficulties and overcome difficulties in the independent tasks with friends in the future, and cultivate true friendship. These are also the deeper connotations of the IP series of "Follow Dad to Camping" in the parent-child section of Douyin: let the cute baby get all-round training from physical quotient, adverse quotient, and IQ, and let the audience experience the educational form and two-way growth of young families in the new era.
Douyin parent-child IP, insight into young families in the new era
Rooted in the Douyin parent-child vertical category of "Follow Dad to Camping" series of IPs, keeping up with the trend of the times, behind parent-child travel, is the Douyin parent-child vertical IP continues to closely follow and deeply cultivate the parenting concepts that young people are most concerned about or curious about, and let the public gain insight into contemporary young families in simple terms.
The second season of the show has completed an all-round upgrade from content to branding, the theme of the last season is "Escape from the ceiling, get closer to nature", and the theme of this season has become "Break through physical fitness, exercise courage, and cultivate IQ". In addition to the upgrade of the lineup, a new gameplay based on the concept of "reverse quotient" is also proposed, providing children with space to solve difficulties independently. It is not difficult to see from the trailer that the cute babies have gone from being afraid of catching chickens to successfully catching chickens - this is unimaginable for many adults, and it is also difficult to imagine in the traditional family parenting methods in the past, but because of this, the cute babies in the show have also changed from timid to brave, from dependent to independent, and have become veritable "cute babies in the new era".
Compared with the first season, "Follow Dad to Camping 2" is obviously further deepening the content, strengthening the brand effect of IP, and also allowing the public to understand the core of Douyin's parent-child IP more deeply. Whether it is a hot topic on the site, or the linkage of various parent-child challenge topics, the creation of UGC content under hot topics such as parent-child relationship and cloud raising baby on the site continues to give and feed back the content vitality of Douyin IP.
On the one hand, behind the all-round upgrade of the program, is the influence of content IPs such as "Follow Dad to Camping" in the parent-child section of Douyin. Douyin has been working in the parent-child field for many years, and has already achieved insight and foresight from content to business, and continues to create and optimize parent-child trendy content and ecology through insight into the parenting needs of a new generation of young parents, which is also in line with the demands of contemporary young audiences. On the other hand, in addition to gaining insight into young families in the new era, linking celebrities, station influencers and landing on content production can not only continue to stimulate the enthusiasm of users, talents, and celebrities, but also have the ability to expand high-quality content through matrix communication and further release the vitality of the content ecology.
Taking care of the contemporary group, this generation of young people is "planting" family life on Douyin
With the explosive growth of parent-child content in recent years, "parent-child" has become the third most important category on Douyin. On Douyin, under search keywords such as "human cubs" and "post-90s reverse baby", there are tens of billions of views and tens of millions of topic discussions. The new generation of parents and Internet natives on Douyin are tirelessly learning to "cloud raising babies" and sucking "electronic babies", and at the same time, a large number of spontaneously created content is also constantly generated.
Based on the trendy, young and life-oriented platform DNA, the contemporary young group not only watches entertainment content online, but also extends their preferences to offline, "planting" online family life, and applying their learning experience and life wisdom to offline real life. Parent-child IPs such as "Follow Dad to Camping" are the "parent-child appeals" that begin with young people, and with the blessing of the station's ecology such as Douyin operation, good content forms a positive cycle.
As a new position for contemporary young people's entertainment content consumption, taking care of contemporary groups and paying attention to young people's family relationships has also become an important mission of Douyin. According to the "Douyin Entertainment Music White Paper", in 2023, the scale of entertainment users will account for 75% of the MAU (monthly active users) on the Douyin platform, and the number of entertainment users with daily content consumption of more than 20 minutes will exceed 100 million. Not only is it the continuous launch and upgrading of high-quality content such as "Follow Dad to Camping", but a large number of content on Douyin so far has been closely following contemporary emotions and constantly expanding the depth and breadth of content, trying to take care of contemporary families from all angles and providing the public with a steady stream of inspirational thinking.