On Daping main street in Chongqing, there is a barbershop called "Er Dao Liu", with an endless stream of guests. Most of these people come from the Internet. There is a barber in the store. In the video platform, he publishes a series of barber videos of "Turning Ordinary into magic" in the name of "yamacheng Xiaolishan's Barber diary", sucking countless powder. In January this year, "Shancheng Xiaoli's haircut diary" began to release videos at station B, with more than 1.7 million fans a month. At present, there are 2.476 million fans, and the playback volume of a single video is basically more than 2 million. The total number of fans in the whole network exceeds 5 million. Million video traffic is no longer short, but the time is no longer strange? Why are you here? How long can you keep it? It's always worth exploring. A new way of "mountain town xiaolisun" After combing the video released by the account of "yamacheng xiaolishi's haircut diary" (hereinafter referred to as "yamacheng xiaolishi"), we can briefly summarize its form and content characteristics. There are many familiar "routines" and some novel attempts. In form, they are basically medium and short videos with vertical screen, and the duration is more than 3 minutes. With the barber shop as the background, the fixed barber "Shancheng Xiaoli ten days", coupled with different customers and appropriately matched with rhythmic music, constitutes the basic elements of the video. Source: BiliBili @ yamacheng xiaolishi's haircut diary In terms of content arrangement, there is an obvious level of regularity. Usually, the video starts with "yamacheng xiaolisu" facing the camera and routinely asking the customer "please say what you think", and then simply exchange greetings to understand the other party's needs under a relaxed conversation. Then start haircutting, continue to chat with customers, interspersed with their own understanding of haircutting suggestions, which will occupy the most time. At the end of the video is the climax, namely "homework time". In the familiar BGM, use the flash of multiple pictures to show the effect after hair cutting, and then put it together with the photos before hair cutting to form a clearer contrast. This part of the time is very short, but it is the essence, simple and brutal display of "Yamashiro Shunoguri" skills, seize the attention of people, but also satisfy curiosity. In fact, this kind of clip with strong contrast effect has long become a kind of "traffic password" in the field of short video. Source: tiktok From the early gender image reversal cross dressing and national style cross dressing to the lightsaber cross dressing and snow cross dressing popular some time ago, this short video that highlights the contrast and contrast (especially the transformation from "ugly" to "beautiful" in the public sense) can always trigger a wide spread tide. From this point of view, the final "hand in homework" of the "yamacheng Xiaolishan" video has a similar effect. Unlike most cross dressing videos, which need to use special effects, exquisite backgrounds or costumes to enhance the effect, the works of "yamacheng xiaolishu" are usually shot by mobile phone under the light of the barber shop, with less post-processing. It not only highlights the hair cutting technology, but also gives the video natural and real characteristics, which is a major reason why it stands out from many bloggers. Source: BiliBili @ yamacheng xiaolishi's haircut diary In addition to the fixed program, the mobile customer group solves the problem of video materials, and will occasionally bring sparks and become the introduction of popular works. It can be seen from the observation that the guests in the video of "yamacheng xiaolishu" have ordinary hairstyles and weird and exaggerated ones. The former is easier for the audience to feel, while the latter increases the visibility. Some special guests, such as fellow barbers who come to learn skills, bloggers who bring their own traffic to complete the work, and public welfare haircuts, all add freshness to the video and often bring higher playback volume. In the whole process, the video has changed - the incoming and outgoing guests and the communication and interaction network of the two; There are also invariants - the fixed structure and the stable staffing of barbers. In the balance between change and invariance, "yamacheng xiaolisu" has won snowball attention in a short time. Why are videos of professional bloggers popular? From the perspective of video content and character identity, we can define "Shancheng xiaolishu" as a professional blogger. The typical feature of this kind of blogger is that based on their own work, they focus on their career in terms of video topic selection, material selection, scene and so on. In a broader sense, creators who can stably share career related content and accumulate a certain number of fans can be regarded as professional bloggers. However, Kwai's influence and content may be different on different platforms, such as micro-blog's overall tendency toward text, and little red book is also tiktok, while B is the video presentation. Here, we focus more on professional video bloggers. First of all, as a separate track, "professional" naturally has multiple attractions and potential. When it comes to careers, in addition to the common teachers, doctors, drivers, etc., there are also some categories that we rarely hear and know on the Internet. The latter itself is a vertical space, which can bring fresh stimulation. "Tian Yuan Deng Gang", head coach of technical promotion of China Fishing Association, shared his fishing process and experience. Source: tiktok In 2021, tiktok (fishing) and "Tao Bai Bai Sensei" (constellation), which had more powder in the jitter, were able to achieve rapid expansion in a few months by amplifying their occupation characteristics. "Tianyuan" [1] The psychological experience brought by these professional video bloggers is twofold, including the satisfaction of curiosity and the provision of practicality. For example, through video to understand the industry and professional knowledge to solve the needs of real life. Secondly, the mutual running in between career and short video forms can stimulate new charm. For bloggers with higher entry threshold and stronger professionalism, their videos generally have more obvious labels and characteristics in addition to their careers, such as knowledge popularization and skill sharing. And those who have similarities with the hairdresser profession of "Shancheng Xiaoli ten days", such as takeout rider, truck driver and other occupations, are more alive. The display of these occupations can quickly fit the overall tone of short video, plain and easy entertainment, without too much editing and processing. Instead, a special sense of coarseness has become a charm. A typical example is the tiktok blogger named Zheng Yanshun who has been up to nearly ten million in 3 months last year. The video theme is "popularizing the 360 elements of the basic knowledge." During the rapid rise of fans, the overall characteristics of the video are relatively relaxed and interesting, with a sense of immersion. The industries explored are also relatively unpopular, such as parking space graffiti, old clothes recycling, gold refining, etc., which meet the curiosity of the audience. [2] Blogger "Zheng Yanshun" takes sharing all kinds of professional knowledge as video content. Source: tiktok In addition, there is a background that can not be ignored, which can help understand the popularity of professional video bloggers like "mountain city xiaolizhun", that is, the development stage of the current (short) video field - incremental slowdown, stock fatigue and content homogeneity. Kwai tiktok, B or fast track, the video platform's inherent advantage pattern is very stable, such as beauty, agriculture, agriculture, film and television. The content of small crowd is easier to become an individual breakthrough place, and occupation is a very suitable path. For those video platforms that are continuously expanding the content boundary, the theme of haircut and the image of "good Tony" hit the young group's interest in stylized video. The large demand for good Tony is also a major reason for the popularity of "Shancheng xiaolishu". Source: watercress Professional video bloggers also face creative problems Although the "mountain town xiaolizhun" is popular, the video creation of professional bloggers also has obvious limitations. Based on the main business of video, once separated from the profession, the content will no longer be established, which poses a challenge to stability. If it remains stable, it is inevitable that the situation structure is single and the audience is tired of the content. One of the main reasons why "Shancheng xiaolizhun" quickly sucks powder at station B is that the account has been updated almost every day since January 3. With high-frequency updates and a sense of freshness and contrast, it is naturally easy to suck powder. In the long run, there will inevitably be a contradiction between high update rate and content repeatability. For short video creators, after the fresh period, they have to face two major problems: content innovation and cash realization. At this stage, professional video bloggers with specific vertical advantages are the same. In terms of content, it is necessary to maintain the stable output of the account and maintain considerable traffic. This is not easy. Common countermeasures include multi-channel distribution, finding the most suitable communication mode, human positioning and more suitable platform for themselves, and amplifying their advantages. From left to right is the change of "yamacheng xiaolishu" works from 2018 to 2021, and its video is gradually programmed. Source: tiktok On the surface, "Shancheng xiaolizhun" was born in station B in January this year, with millions of fans with high-frequency and stable updates, interesting and professional content. But in fact, before that, he had a series of attempts. As early as 2018, the account began to try short video tiktok on the platform, but the content and style were not unified. From 2020, he intends to build his own image, and begins to focus on the work scene of hairdressing, emphasizing the reversal of back and forth; Until 2021, the data on the account of the account was tiktok. Therefore, at a time when the boundaries of content form and type are gradually blurred, even emerging professional bloggers need to break the boundaries in time and find the real selling points. In terms of realization, professional bloggers are also blocked and long. Whether it is self built team or joining professional MCN, it is full of challenges. Behind the rise of "mountain city xiaolizhun" is also brought by the large-scale and model online Red Economy: the content of the assembly line is no longer tolerated, and videos mixed with professional dry goods, humor and wild flavor have come out. If you want to build / expand your own team, how to build it, how large it is and how effective it is are more detailed problems. After "Shancheng xiaolixun" became popular, other barbers in their barber shop also opened personal accounts one after another. They interacted and left messages under each other's videos and would also cooperate to appear on the camera, but the video effect of "xiaolixun" would be better. [3] From the perspective of income sources, advertising, live broadcasting and self operated e-commerce have their own advantages and disadvantages. Whether they can find an appropriate method is also a difficult problem for professional bloggers. However, in this regard, the special professional attribute of "Shancheng Xiaoli ten days" has brought other advantages. Barbers are offline services. The traffic they create online can naturally drain the store, and even become a small IP in the local life scene to increase their income offline. Many people have been online video Amway, go offline to find "Shancheng xiaolishu" haircut. Source: public comments In short, the Internet does not lack the story of one night's rise, and the popularity of "Shancheng Xiaoli ten days" is more the result of the joint action of its own characteristics and accumulation, platform blessing, short video fit and other factors. (Xinhua News Agency)