Being spoiled is like a play, relying on acting.

Editor’s note: This article is from the public micro-channel number “i network red headline” (ID: WHTT1111), Author: leaning Chen Lin, editor: Chen Chen.

Raising a “hairy child” is becoming the wish of many people. Those who have the conditions have a cat on their left hand and a dog on their right hand. People who don’t have the conditions will hold their mobile phones to “cloud suck pets”. A few seconds of fluffy cute videos, pet variety shows and pet movies that start at 30 minutes, are all involved.

In fact, the “cloud sucker” population is not simply composed of people who have not kept pets. According to the “2019 Pet Crowd Special Research Report” released by Aurora Big Data, 71% of the “cloud suckers” “Pet” behavior. As the winners of life with pets and planners who are preparing to raise pets have also poured into the user group of pet videos, the team of “cloud pets” has grown stronger, and diverse and fragmented user needs have spawned With pet video content “Hundred Flowers Blooming”, short video track “Hundred Schools of Contending”.

(Picture source Aurora Big Data “2019 Pet Crowd Special Research Report”)

For a time, various pet “stars” emerged in the super large-scale pet short video community. They may be good sellers of cute and stupid, or they may be the protagonists of interesting vlogs and hard-to-play… …There are also a group of new pet stars who have broken out with their “acting skills” and have become “fan harvesters” that cannot be underestimated in the pet world.

Personification of pets under photographs: from fast food to scripted play

Pet personification is a common expression technique used by pet video authors. For a normal pet video, in post-processing, giving pets the thoughts and emotions of the behaving person will produce new chemical reactions.

(Picture source Douyin/Invasion and deletion)

Most pet video authors are trying to make their pets be able to express like humans. At first, they only did it by adding voice-over or voice-over lines in a simple and direct way. Then, an expression closer to “humanization” appeared-packaging pets into human identities and doing things that humans can do.

@美食猫王 It is through this kind of video content that has gained more than 6 million fans on Douyin. The cat under the camera is a “chef” with very good cooking skills. He is proficient in all kinds of dishes and desserts, and the foods made are all delicious in color and flavor.

(Picture source Douyin@美食猫王/抯錄)

“With the help of meow, it’s a pedestrian thing.” All videos of @美食猫王 are implementing this concept. However, just like the recent popular pet eating and broadcasting, food-themed pet videos are particularly prone to controversy. On the one hand, pet lovers’ accusations of “pet abuse”, on the other hand, are more sensitive food hygiene issues under the influence of the epidemic, and behind the scenes are CCTV. Audiences who criticized the big stomach king by name for eating and broadcasting waste food, becoming more strict and demanding.

(Picture Source Zhihu, Station B/Invasion and deletion)

Compared with the “personification” of fast-food style with single content, less innovation, and basically zero storyline like @美食猫王, creating a script drama with pets as the protagonist is more valuable and has a longer lifespan.

@轮粑粑@金毛~路虎@多多神犬 and other pet bloggers, all use scripts to shape the cleverness of pets to the point of otherworldly. The cute pets under the lens can accomplish many things independently, even independent thinking.

(Picture source Aurora Big Data “2019 Pet Crowd Special Research Report”)

The demand of hundreds of billions of dollars has spurred a large number of entrepreneurs into the arena. However, pet supplies are highly iterative and highly competitive products, and the life cycle of natural operations is often only two or three months. The cost of cooperating with Internet celebrity anchors is much greater than that of natural operations. Therefore, it is difficult to rely solely on pet supplies to advance live e-commerce from advertisers.

Although live e-commerce is currently the hottest channel for realizing traffic, it does not mean that you can “close your eyes and make money”. “People and goods market” matching is the last word. E-commerce for pet bloggers has a long way to monetize. At least today, when sales are higher than the scene, live e-commerce is not the best way for pet bloggers to monetize their businesses.