I used to live worse than dogs, but now I live worse than cats. " It's not like I don't want to be a human being for a day or two. " A flat-faced Garfield eats foie gras, salmon, silver cod, and Boston lobster in Douyin short video...
I used to live worse than dogs, but now I live worse than cats. "
It's not like I don't want to be a human being for a day or two. "
A flat-faced Garfield eats foie gras, salmon, silver cod, and Boston lobster in Douyin short videos. Because the food is so good that "more than 50% of Chinese people", it is the owner's turn after the cat is finished. This cat named White often arouses jealousy for fans.
The cute pet account "Mr. White Meow" has high-definition picture quality and is specially designed to collect the sound of chewing. After a year and a half, this cat, which became famous for eating, has 2.7 million followers on TikTok. In the latest new index rankings from June 22 to 28, it ranks 13th in the cute pet category.
The TikTok #Cheating Broadcast# topic that has been played more than 23 billion times, the cover image is from "Mr. White Meow".
There are already many famous pet food broadcast internet celebrities on YouTube abroad, but pet food broadcast is still a niche in China. The pet food broadcast account seems to be in the two fields of food broadcast and cute pets, but its audience is not as wide as imagined. What are the difficulties in monetizing such accounts and what are their unique advantages?
1. There are few professional players and few fans. Pet food broadcasting is a small business"
In September 2018, YouTube channel Mayaporbear uploaded a video of Samoyed Maya eating watermelon, with more than 1 million views. A Satsuma sat upright in the camera, and later a professional microphone appeared, just to record the sound of Maya eating.
Maya is therefore regarded as the originator of YouTube platform #dogasmr#. Just enter dogasmr and the first one appears is Maya's channel.
In addition to Maya, channels such as GohanTheHusky and MyMountainHusky have recorded their daily lives from the beginning, and have gradually turned to dog food broadcasts as the main content. The pets of these two accounts are Husky. The former has 2.59 million subscribers, the highest number of views of the food broadcast videos reached 21.85 million, and the latter has 1.46 million subscribers, and the highest number of views of the food broadcast videos reached 14.89 million. The performance of various data even surpasses Maya, the founder of pet food broadcast videos.
Despite such a segmented content, they are among the vast number of YouTube creators.
YouTube data analysis website SocialBlade shows that Maya ranks 53rd on the animal channel, with an average estimated creator earnings of between $7,000 and $110,000 per year. Gohan The Husky ranks 28th on the Animal Channel, with an average estimated creator earnings of between $15,200 and $240,000 per year.
In China, including two short video platforms, including Bilibili and Douyin, pet food broadcast is still a "small business".
There are two characteristics in summary: 1. Pet food broadcasts are mostly a daily topic for cute pet bloggers on the head; 2. Focusing on pet food broadcasts, there are fewer accounts and fewer fans, and the advertising value is low.
Search on Bilibili with the keyword "Pet Food Broadcast". Videos with the highest number of views are basically produced and uploaded by UP host "Huahua and Sanmao CatLive", with the highest number of views exceeding 3 million. As the top 100 UP owners in 2019, Huahua and Sanmao currently have 2.98 million fans and are the top UP owners in the pet division. Cat food broadcast is more of a daily topic selection, not the main content of the account.
The same is true for another well-known blogger Papi Jiang. Because his cat is loved by fans, Papi Jiang has established an account "Papi's Big and Small Big Mouse", and Bilibili currently has 850,000 fans. The non-professional food broadcast of cats eating corn is occasionally filmed into videos.
If you rely solely on original pet food broadcast content, it is difficult to become the top UP host on Bilibili. For example, "Sister Lightning's Totoro Ah Dai" mainly focuses on Totoro's food broadcast, and currently only has 220,000 fans.
Tiktok also presents a similar look.
According to the number of fans, Mr. White Meow, with 2.68 million fans, cannot even rank among the top 50 cute pets, but this is already the best among the TikTok pet food broadcast accounts. Most accounts that focus on pet food broadcasting have difficulty reaching 1 million fans.
Unlike YouTube's creators' share, domestic short video creation and monetization mainly relies on advertising and sales.
According to the official Douyin release of & Taiwan Star Map, the "Quiet Pudding Sister" with nearly 3 million fans, the quotation for short video advertisements in 1-20s is 10,000 yuan. Among the accounts with more than 1 million fans, White Meow did not join the Star Map. Wangcai and Nico's two-legged beasts offer 13,500 yuan, and Mark's meals are only 4,000 yuan.
2. Content and commercialization are parallel, and pet food broadcasts naturally have the ability to monetize
The "2019 China Pet Industry White Paper" shows that the scale of China's urban pet dog and cat consumption market reached 202.4 billion yuan in 2019, an increase of 18.5% over 2018. On the Double Eleventh that year, on the Tmall International's product list, cat staple food surpassed infant milk powder, ranking first in the most popular imported products.
The founder of MCN Eggshell Video in the pet field once mentioned in an interview with "Drug Eyes" that one of the entrepreneurial directions of pet content is entertainment. This model is relatively fast to cultivate, but only 15%-20% of the user group really keep pets.
The positioning of accounts such as "Mr. White Meow" and "Lilac Border Chapel Green" is mainly based on entertainment content, but behind it is a set of logic for nutritional matching of cats and dogs.
White does not eat ordinary cat food or pet snacks, but some expensive seafood, creating the impression that "cats are more expensive than people". Another dog, Green, eats staple foods for daily life, are steak, turkey legs, chicken wings, and some pet foods..
Instead of first gaining fans with content and then considering the path of traffic monetization, Pet Food Broadcast can naturally bring pet peripherals to the scene, and the content and monetization go hand in hand, and there will be no situation where other plots or daily life pet accounts need to be forced to be implanted.
The quotation of such accounts in Star Map is not high, because of the small number of fans. In addition, since pet owners rarely appear on the screen, the number of items that are brought to the account is subject to certain restrictions. For example, the non-pet peripherals that "Mr. White Meow" recently brought goods, and the owner also brought a breakfast cereal in the form of food broadcast.
But this does not mean they are "not living well".
After carefully studying the product windows of these pets, Tengyu found that behind the pets eating in front of the camera, there was almost "one Taobao store per person", and many stores were already 5-year-old stores.
The cats in front of these shots are the best proof of scientific feeding by the owner.
"Lilac Border Horse Green" has only 400,000 followers on Douyin. The owner of the account opened a store on Taobao as early as 2012 and is a veteran seller who joined the market very early. "Wangcai and Nico's Two-legged Beasts" with more than 2 million fans opened the store at the latest, but it grew into a Crown store in just half a year, fully demonstrating the potential of Douyin to acquire customers. Most of the other Taobao stores opened in 2014-2016.
New Douyin data shows that "Quiet Pudding Sister" brings 500,000 Douyin visitors to her ice silk pad, with nearly 1,000 orders per month. The same white Meow raw meat Douyin has 350,000 visitors, with monthly sales of more than 2,300 orders.
These food broadcast accounts are at the bottom of the cute pet category, but are not as good as those of the top accounts in terms of fans and influence, but they can actually bring traffic and sales to their pet peripheral stores. First, there is a mature business model, and then use pet content as the "hook" of traffic, account owners never worry about how to cash out. Behind steak, salmon, bread crab, and Boston lobster, cats and dogs "carry" each Taobao store with food. Do you still think they are expensive?
