Editor’s lead: In the era of traffic, it is not easy to attract users all the time. But a blogger in Tik Tok has gained 72 million yuan in four years, becoming "the first online celebrity in Tik Tok". How did he do it? In this article, the author shared Xiao Yang’s creative method and realization method, and interested friends may wish to take a look.

"Tik Tok first online celebrity" has been replaced again.
At the end of March, "Crazy Xiao Yang Ge" finally surpassed "Andy Lau" and became the Top1 fan in online celebrity, Tik Tok. Up to now, the number of crazy Xiao Yang Ge’s fans in Tik Tok has reached 72.42 million. (Statistics do not include official media accounts such as People’s Daily and CCTV News.)
In the four years since he settled in Tik Tok, Crazy Xiao Yang has continuously exported short videos of family hilarity in Tik Tok, and created popular characters such as "dead brother, whole brother, Internet addiction father, violent mother", which has attracted a lot of attention.
In his video comment area, a fan once left a message "What’s good for you if you laugh to death?" So far, this message has been praised by over 60,000 people.
According to the statistics of New Shake Data (xd.newrank.cn, a Tik Tok data platform under the new list), up to now, Crazy Xiao Yang Ge has created 23 videos with more than 3 million likes in Tik Tok.
Among them, the video with the best data has been praised by 4.22 million, and the estimated broadcast volume has exceeded 100 million. The highest number of online users of his live broadcast is 1,891,900.
Recently, when crazy Xiao Yang Ge replied to the reason for the temporary suspension, he said, "The popularity is too high, and it will be 1 million online in 10 minutes. It’s so scary.”。
How did Brother Xiao Yang, who is crazy, fight monsters and upgrade to be the first online celebrity in Tik Tok? Let’s walk into his "crazy universe" together today.
According to the observation of Xinwan data, among the Tik Tok accounts with the largest number of fans up to now, "Andy Lau" and "Michael Chen" rely on star aura and youthful memories, "Liziqi" and "Tu Lei" rely on pastoral or emotional chicken soup, while "Crazy Brother Yang" relies on pure humor.
According to netizens’ archaeology, Brother Xiao Yang’s debut is an ink-fried video. Brother Xiao Yang, who was still in college, and his roommate made mischief by frying ink on the balcony of the dormitory. As a result, they were ruthlessly abandoned by their roommates and locked out of the door, and their faces were covered with ink. Angry and fragrant, crazy Xiao Yang showed his funny talent for the first time.

In 2018, Crazy Xiao Yang officially settled in Tik Tok and started his own funny journey.
At first, the content of crazy Xiao Yang Ge can be simply summarized as follows"My dead boy". In a video, because his girlfriend pulled off the switch and interrupted him to play the game, crazy Brother Xiao Yang bravely stepped on his girlfriend’s lipstick, and he was madly chased and killed, and finally won 2.61 million praises.

This kind of video, which integrates death, comedy and reversal, has become the most important creative form of the early crazy Xiao Yang Ge.
Eating chicken ass for his girlfriend, buying wonderful handbags for his prospective father-in-law, and buying washboards for his father have all become his creative materials.

In fact, this is a proven content form, which is very popular at home and abroad. Making a fool of yourself, doing things that netizens usually dare not do, can give people a subtle sense of coolness. If the trickster is retaliated, it can also give people a sense of comedy that looks bad.
However, the mode of this kind of content is very single, and only by constantly adding more tricks can we maintain a cool feeling.
In the domestic cultural context, it’s easy to change from "a little cute Xiong Haizi" to "an indiscretion and annoying killer". The upper limit is not high, the imitation is difficult, and it’s easy to attract bad reviews.
Previously, the editorial department of the new list had more than 39 billion views on the whole network. Some people were scared to cry and some people were laughing and crying. How was the video of the explosion made? I have also done relevant reports in the article. Trick video is a traffic password, but some UP owners apologize and delete the trick video.
Perhaps because of the awareness of this problem, in 2019, crazy Xiao Yang Ge began to transform from "pit others" to "pit himself".
In a video released on September 6, 2019, Brother Xiao Yang became an Internet addiction teenager, and he had to play games without sleeping in the middle of the night. As a result, under the complaint of his brother, he was given a "belt-fried meat" by his father. This is also the first 3 million-like video of Crazy Xiao Yang.

After this video,"The Passion of Internet Addiction Teenagers"The series began to be staged repeatedly. False transmission of information and pulling off the switch have become the standard routines of my brother, and wonderful props such as giant boxing gloves and oversized rice spoons have become dad’s exclusive "torture devices".

Crazy Xiao Yang’s "I’m in the ranking" tells the despair, helplessness and pain of Internet addiction teenagers, and it has also become the most funny scene.You don’t have to pretend that you are always motivated and always sunny, but you are crazy about ranking like crazy Xiao Yang Ge, which makes many netizens have a strong sense of substitution.
After that, for a long time, an internet addiction brother who tried to play games but failed repeatedly, a brother who focused on his brother for a hundred years, and a father with endless wonderful weapons became a fixed content form of crazy Xiao Yang.
Pulling the switch is a desperate moment for all teenagers with internet addiction. The word "roll" interprets the complex feelings between brothers, and telling parents is a daily favorite of families with many children …
Because more materials are drawn from real life, crazy Xiao Yang Ge’s "Passion of Internet Addiction Teenagers" series has also become more vital.

The crazy scene of Xiao Yang being chased by his father even has a sense of film.
According to the statistics of New Shake, on June 1, 2020, the Tik Tok account of Crazy Xiao Yang Ge rose to 29.11 million, and in the first half of 2020, it rose to over 15.18 million. This is also the time when crazy Xiao Yang laid the status of online celebrity.
The most difficult thing about funny videos is the continuous stability and updating iteration of creation, but from the results,Most of the videos of Crazy Xiao Yang Ge are more than 1 minute long, and the plot is reversed and then reversed, with dense laughter, showing strong content creation ability.Many fans will go back to archaeology and watch it again and again.

Since then, on the basis of "The Passion of Internet Addiction Teenagers", crazy Xiao Yang Ge has increased one after another."My brother’s desperate weekend", "About my father becoming middle-aged with Internet addiction", "My violent mother" and "Sister-in-law Yang and Sister-in-law Xiao Yang at the top of the food chain"And other content, the plot is richer, and the characters are more three-dimensional.
Under his brother’s routine training, crazy Xiao Yang’s brother spent one scary weekend after another, but he also kept growing, and finally he turned against his father, making him an "internet addiction middle-aged" …

But the good times didn’t last long. For my brother, I couldn’t complain to my father, so I moved my mother to punish my brother and father. My mother soon reappeared as the supreme force.
Brother Xiao Yang, who was disturbed to play games, thought he could clean up his brother with his father, but he had to kneel down to beg for mercy from his mother. Dad wanted to plead with his mother with his own face, and as a result, he became a kneeling duo. Kicking the door to catch teenagers and middle-aged addicts has become a fixed action for mom.

After my brother got married, Sister-in-law Dayang stood at the top of the food chain with Sister-in-law Xiaoyang. My brother wanted my parents to cook for himself, and all he got was salted beans and boiled water to soak rice, but after pulling his daughter-in-law Dayang’s sister-in-law, there was a big meal in front of him, so his daughter-in-law soon became another secret weapon for his brother to punish his younger brother.

Brother Xiao Yang’s cousin left a message.Family status: mother = Su Juan (sister-in-law Yang) > brother > Teemo (dog) > father > brother.This comment was praised by more than 300,000.
At this point, the father who is very dignified but becomes a good baby in front of his wife, the mother who is superb in force but easily provoked by her brother, the sister-in-law Yang and the sister-in-law Xiao Yang, who have not appeared many times but are detached, have gradually merged into the "crazy universe".
Why can crazy Xiao Yang get the attention of so many fans?
In this era of accelerating and accelerating, many people are overwhelmed by houses, cars and tickets.
It’s too difficult to change your life, so it’s better to give yourself a chance to laugh after a busy day.Just as comedy is the biggest dark horse theme in China movies, comedy is also one of the most popular content tracks on all platforms.

Source: Report on Ecological Data of New Media Content in 2021
From the analysis, there are three main differences in the crazy Xiao Yang Ge on the funny track that is quite involuted:
(1) Focus on the family
There are many funny online celebrity on various platforms. Some of them focus on the workplace, some focus on couples, and some focus on brothers and girlfriends, but these are naturally not as big as the basic ones of the family.
Family content can kill all Chinese, which is determined by our cultural background.
Focusing on the family determines the fan limit of crazy Xiao Yang Ge.
The advanced feature of Stephen Chow’s comedies lies in the sincere concern for the tragic life of little people and the deep humanistic care behind the scenes of hahaha and nonsense.
Although there is a very exaggerated plot in the video of crazy Xiao Yang Ge, what is revealed behind it is his happy family atmosphere.
Just like a fan’s message: "After watching Xiao Yang’s video, I can always think of my parents and recall the warmth of my family."
At present, Crazy Xiao Yang Ge has put up three videos, one of which shares two family photos of Crazy Xiao Yang Ge when he was a child and now, named "My parents used to guard us, and now it’s my turn and my brother’s turn to guard you". Up to now, this video has been praised by more than 3.37 million.

(2) Be restrained
Just like most failed comedy movies are out of control, if there is only exaggeration and only emotional stimulation to netizens, it is highly probable that it is not a good funny online celebrity. The videos of crazy Xiao Yang Ge are mostly interpretations of real life, not so suspended.
Restraint, so that crazy Xiao Yang Ge’s attraction to fans will last longer.
For example, going to the next three roads is the easiest way to be funny.
However, in the short video, crazy Xiao Yang Ge is more based on trivial matters and fights in life; In the live broadcast, crazy Xiao Yang often connects with the beautiful woman online celebrity, but the bigger joke comes from the contrast between him and his brother who want to see the beautiful woman but have to see no evil.

Judging from the feedback from netizens, although the crazy Xiao Yang Ge exaggerated his expression and grabbed the horse, he had less negative feedback.
(3) people are consistent
On May 29th, 2020, Brother Crazy Xiao Yang held his first live show.
Compared with other dramas, online celebrity is afraid of setting up a rollover in the live broadcast room, and the setting of Crazy Brother Xiao Yang has maintained a high degree of continuity. It’s easy for fans to think,Crazy brother Xiao Yang is really funny, not acting. This brings fans’ trust in his real person.
Therefore, the sense of communication between crazy Xiao Yang Ge and fans is very obvious. According to the statistics of the new shaking data, in the past 180 days, the average number of comments on the works of Crazy Xiao Yang Ge was as high as 64,200.

On the whole, what netizens need is funny, but if there is a little warmth and sincerity in addition to hahaha, it is a beautiful wine.
According to statistics of New Shake, the fans aged 31-40 account for the highest proportion of crazy Xiao Yang Ge’s fans in Tik Tok. People who are nearly middle-aged after 80 may prefer to get rid of the troubles of life for a short time and laugh from the heart for a few seconds.
Of course, there are gains and losses. Brother Xiao Yang, who is crazy, must bear the limitations of being funny while eating the funny bonus.
Peisi Chen, a comedian, once said that "humor needs to break the inherent order". Most funny online celebrity’s creative ideas, including Crazy Brother Xiaoyang, are to create a strong contrast through exaggerated performances. The bigger the contrast, the more jokes and the faster the powder absorption.
But as Peisi Chen said, "Some vulgar and vulgar comedies often arouse the disgust of the audience",Because of the differences in cultural literacy and creative ability, funny videos are easy to fall into the question of low style.
Some people think that funny online celebrity is their source of happiness, but others think that funny online celebrity is too vulgar and Low.
From the perspective of going out of the circle, Crazy Xiao Yang Ge is naturally more difficult than online celebrity such as Li Ziqi and Liu Genghong.
On the other hand, because the more exaggerated and eye-catching, many online celebrity will deliberately create some exaggerated performances. Because there are no very effective restrictions on minors’ viewing on major short video platforms at present, these funny contents also have hidden dangers such as misleading minors.
According to media reports, there was a 14-year-old child who was killed by alcohol explosion after imitating online celebrity’s homemade pop-top popcorn.

Observing the cover and introduction of crazy Xiao Yang’s account, we can also find that he has clearly marked "Do not imitate".
How to reduce content risks and even promote positive energy while being funny is a difficult problem that needs to be explored continuously from comedians to funny online celebrity.
As for the realization, crazy Xiao Yang Ge’s realization channels mainly includeAdvertising placement, live rewards, and live deliveryThree kinds.
According to the huge star map, the highest price of a video of Crazy Xiao Yang Ge exceeded 640,000 yuan. From May 15th to September 19th last year, Crazy Xiao Yang Ge received 15 advertisements. Judging from his past works, the types of advertisements mainly include game promotion and App drainage.

Brother crazy Xiao Yang’s star map quotation
In terms of live delivery, according to statistics of new shake, in the past 180 days, Crazy Xiao Yang Ge has delivered 336 million yuan in Tik Tok.
In a live broadcast,Crazy Xiao Yang Ge once revealed that he had the best live broadcast with goods, and he could earn about 3 million yuan after paying taxes.
According to the analysis, Crazy Xiao Yang Ge mostly chooses household department stores, and the unit price of customers is mostly within 100 yuan, which makes the threshold of consumption decision-making in his live broadcast room extremely low, and it is easier for fans to place orders because they like him.

Price distribution of products in crazy Xiao Yang Ge’s live broadcast room
Data source: new shake
In addition, after nearly two years of baptism, many netizens began to resent the routine of holding orders and killing seconds in the live broadcast room. Crazy Xiao Yang Ge relied on the funny performance of sand sculpture to sell goods half the time and entertain half the time, creating a relaxed and pleasant atmosphere for selling goods.
Crazy Xiao Yangge Jianghu people call him "the ceiling with reverse goods", and selling non-stick pots results in sticky pots, but selling apples only to find them rotten … which makes him embarrassed to blacken many manufacturers in person; In addition, black people were invited to bring black toothpaste and sell Shaqima. As a result, fans asked if it was a "male horse or a female horse" … Crazy Xiao Yang’s live broadcast with goods became a source of happiness for many netizens.

According to observation, Crazy Xiao Yang Ge is probably the anchor with the widest spread of live sliced video and the best powder absorption effect outside Li Jiaqi.
In Tik Tok, the cumulative broadcast of two topics, namely "Crazy Xiao Yang Ge Live Playback" and "Crazy Xiao Yang Ge Live Broadcast", reached 630 million.
Therefore, the live broadcast room has become a new powder-sucking stage for crazy Xiao Yang Ge. According to the statistics of the new shake, on March 29th, because of the joint live broadcast with Shao Yuxuan, the Tik Tok account of Brother Xiao Yang, who is crazy, gained 262,200 yuan in a live broadcast.
In addition, Crazy Xiao Yang Ge also founded the MCN organization Three Sheep. According to official website, at present, Three Sheep has more than 100 employees directly under it, with more than 300 accounts, and the total number of fans on the whole network exceeds 300 million, covering many businesses such as talent incubation, supply chain channel cooperation, brand operation and distribution.

According to enterprise investigation, at present, Brother Xiao Yang (real name is Zhang Qingyang) is crazy.
There are 7 affiliated enterprises.
On the whole, because of the consumption mentality of funny fans and other issues, in terms of liquidity efficiency, crazy Xiao Yang Ge is less likely than Li Jiaqi, Luo Yonghao and other super anchors. However, for a 95-year-old who was born in an ordinary family and still lived in a mud house in junior high school, it took four years not only to get the attention of over 100 million fans on the whole network, but also to live a rich life with his family, which is definitely a cool story in a short video era.
"Worth over 100 million? Big Yang Ge and I add up to almost. "Crazy Xiao Yang revealed in a live broadcast.
In the general impression, handsome guys and beautiful women are absolute traffic passwords, but in the TOP10 account of Tik Tok fans, there is no pure face value account; In the mouth of many tutors, installing X is the first secret of creating IP for people, but it seems that online celebrity is more grounded than others.
Although social platforms are very popular nowadays to show off and share a better life, netizens also need a relaxed moment to laugh after a hard life, which may also reveal the entertainment nature of major social platforms.
For online celebrity, helping fans to Kill time is the foundation of the foundation, and it is also the core of getting the most attention from fans.
When answering the question why we don’t sell goods live every day, crazy Xiao Yang once replied:
"I can broadcast a few hours a day, earn hundreds of W, and earn wildly, but is it meaningful? Your body is gone, and fans don’t like you anymore. I think you have changed just to make money.Fans come for happiness, so you have to bring them happiness."
Author: cloud flying; Editor: Zhang Jie; Proofreading: curly hair
Source: WeChat official account: New List (ID: NewRankCN), focusing on observation and reporting in the field of Internet content, caring about people and things related to the content industry.
This article is authorized by the cooperative media @ xinbang, where everyone is a product manager. It is forbidden to reprint without permission.
The title map comes from Unsplash and is based on CC0 protocol.