You can really see the little red book blogger from your life.
Wen | Yiqing
Edited by Shi Can
Home is a studio and a conference room, and work and life have long been inseparable. This is the change after Jane became a full-time blogger of Little Red Book.
Jane settled her home in Chaoyang District, Beijing. The living room is 30 square meters, which is about the size of three carriages of Beijing Line 5 subway. The dining table area at home is quite satisfactory. When the Hedgehog Commune (ID: ciweigongshe) went to visit, five girls in slippers were gathering around for a meeting, with five laptops on the table. Jane didn’t wear makeup that day, so she tied a ponytail at will and stepped on the carpet barefoot.
There is a huge lighting lamp in the living room, and the light is in contrast to a carved wood rhombic sofa. The sofa has a very high photogenic rate in Jane’s little red book video, and it is found in almost every video.
Jane has changed her position at the moment and is sitting on the sofa with her chin slightly raised and her back straight, much like a female artist sitting in the live broadcast room, waiting for all her fans to go online, and interacting with herself through the little red book account "vibrant girl Jane".
Go and stir the warm water.
Jane used to work in a head e-commerce company, and her job required her to produce content. Therefore, she specially interviewed the behind-the-scenes team from the media account and saw countless KOLs every day.
Soon she learned about the creative process, income and office status of the media through her own advantages. "At that time, I felt that that was the life I wanted."
Later, she went to a video platform to make a short play and a short synthesis. In the past two years, Jane has an "extremely relaxed" working environment because of the appreciation of the leaders. I may work less than an hour every day, and I also enjoy the treatment of "serving tea and handing water and holding an umbrella for you". Usually, this situation is only owned by Party A..
But she hasn’t raised her salary for more than two years. After indulging for a while, she decided to jump out and don’t want to live the life of boiling frogs in warm water.
At that time, it happened that a game company was about to open up a short video section. Jane has a talent for social and emotional content. When she saw the opportunity, she left the video platform and went to the game company.
When she first arrived at the game company, she was ready to roll up her sleeves and do a big job. Jane and the leader reached a consensus on the upcoming work, and they had a good chat with each other. Both of them were ambitious. But as time passed, she gradually realized a serious problem.
"People in our company don’t pay much attention to content, but pay more attention to products and technology. I feel that my role doesn’t seem to be great." She said.
After a pause, she went on to say, "I don’t see anyone more powerful than me giving me some growth and stimulation here." In fact, they didn’t want to understand what they were going to do, so they let me try it indiscriminately. I think this is delaying my time and I haven’t made any contribution to the company. Then we will see each other peacefully. "
At the beginning of 2021, Jane resigned and began to work full-time as a blogger in the social and emotional field. On the day of naked resignation, she told her boss a swear word: "You don’t deserve me in terms of content!"
The rhetoric has been released, and we have to make some achievements. Jane found Lu Bai, the former editor-in-chief of Mi Meng, and asked how to make a short video. After spending 1000 yuan, she only got one sentence-"The explosion is repeated".
Jane spent another week thinking about this sentence. She studied the name, profile and explosion video of the standard account, and then improved it with her own differences.
She said frankly: "I once wanted to be creative and didn’t want to do what others already had." Now it is found that there is no conflict between displaying one’s talents under propositional composition. Because my talent is not enough to support me to send one now. "
When Xiaohongshu’s account reached 1,000 fans, Azhen changed from single-handedly fighting to team fighting, and her best friend and cousin successively "took shares". Since then, the "Jane’s Small Workshop" has been formally formed.
At the time of 30,000 to 40,000 fans, Jane met the first hurdle of rising powder. She thinks there are two reasons. The first one is that the advice given by MCN company signed at that time is ridiculous.
They suggested that Jane share some experience in beauty, resume making and interview. After listening to the suggestion, Jane changed the time and frequency of posting emotional content, from one article a day to one article a week, but the transformation was too fast for fans to accept, and Jane could not accept it either. "Resolutely cancel the contract with them (MCN)."
Another reason may be that every blogger who is on the rise has experienced it. Jane mentioned: "At first, I didn’t do a full-fledged job. Everyone only remembered the essence and vitality of the play, but this is not a character thing."
When the first explosion "How I Raided the School Grass" was born, Jane’s "green tea" was established from then on.
The word "green tea" can be said to have its own flow, and different people have different understandings of it, which is bound to bring some controversy. Under this explosion, many people said, "You are just stepping in."
Hearing these questions, Jane immediately responded, "I just want to encourage everyone to bravely pursue the person they like." "Pursuing is not equal to licking the dog."
She said to Hedgehog Commune: "The data of this response is also very good, so these two articles let my people have a memory point. Later, I also sent a message about green tea-style Uighur people, and the feedback was very good. "
Changes happen to Jane all the time. In three months, Xiaohongshu’s account has risen to 100,000 yuan, and the quotation is updated every week. In the last three days, it has risen by another 10,000 yuan. Half a year later, Jane is already a waist blogger with 300,000 fans.
When asked why she chose to be a full-time blogger, Azhen said frankly: "In first-tier cities, even if I earn 30,000 to 40,000 yuan a month, I am selling my time. 996 is not suitable for me. I like to do interesting content and live an unconstrained life. After thinking about it, it seems that the media suits me best and may change my fate. The most important thing is to work for yourself. "
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Jane is not the only one who refuses to be a frog in warm water.
Brother Yu studied mechanical engineering at the University of Michigan in the United States, and his first job after returning to China was to be a translator in the system.
Brother Yu’s life seems full of coincidences. When she talked about the experience of taking the exam, she smiled: "Actually, I didn’t expect to take the exam at that time. I just prepared with my friends. As a result, I entered the interview by mistake, and I got the opportunity because the interview played better."
Being a little red book blogger is another coincidence of hers.
In October 2017, Yu Ge sent his first note on the account "Da Yu Ge" in Xiaohongshu, talking about Turkey’s travel strategy. She said: "At that time, I was still working as a translator, and it was rare to go abroad for a long vacation. At that time, I didn’t think about being a blogger, just sent it, and then received a lot of attention and collection, and suddenly I felt a sense of accomplishment. Later, I shared my usual life one after another. "
At the end of 2017, Brother Yu sent a note about learning English. This note was selected as a push by Xiaohongshu backstage, and it rose by 7,000 fans a day for two weeks in a row. She bluntly said: "At this time, I felt as if many people were interested in learning English, so I added a few more articles about my IELTS experience."
In 2018, Xiaohongshu made a different growth strategy, and also ushered in a breakthrough growth of 10 million levels for the first time. Brother Yu felt the change of Little Red Book.
She mentioned: "Little Red Book began to be known by more people in 2018, and suddenly many fans poured in, but there were few English bloggers and educational bloggers at that time, so it was easier for me to find this track."
After starting to be a blogger, she found that there are many choices in life.
The stills of the movie "Wind and Rain on Harvard Road"
In 2019, Yu Ge decided to resign. "There is no opportunity to leave the system, that is, it is natural, and it is time to change another life."
Later, the leader said to her, "I felt that I couldn’t keep you at first."
Brother Yu himself admits: "Even if I am a Buddhist sometimes, there are still some restless factors in my personality."
Life in the sea, there is no fixed destination, and the restless DNA in the body makes them unwilling to be stable.
Escape from the fate of life
At 22: 33 on November 17, 2021, Chen Langlang wrote in a circle of friends: "For ordinary people, it is really happy to be here today!"
One minute ago, she just finished reading an article, "I finally have a house and a car. What 40 things I want to show off secretly", specially picked out this sentence in the article, and sent four suns and an expression of scattering flowers.
Chen Langlang drifted north for 8 years, and when he recalled Beijing, everything he saw and felt was gray.
The dry air makes her rhinitis and asthma, and her annual salary of one million is just an illusion. With a gentle poke, the soapy water all over the floor is despair.
"If you want to buy a house, you have to live outside the Sixth Ring Road, Yanjiao, or Huilongguan and Tiantongyuan. The family of four is crowded in a small house of 60 square meters. The hope of foreigners for Beijing is that there is no room for imagination."
2019 is the most difficult year. In that year, Chen Langlang often had a fever. In severe cases, he ran to the emergency room three times a week, but the torture was not just physical.
She mentioned: "Until one day, I suddenly felt that I couldn’t live any longer, and I was extremely depressed and in poor health. I can’t control my emotions, I need to go to the hospital for stability, and I also go to see a doctor because of bipolar disorder. "
Chen Langlang is also an opportunity to become a blogger of Little Red Books. Internally, she needs a window to vent. Externally, she wants to see if people in other circles have the same pain and thoughts.
According to Hedgehog Commune, Chen Langlang’s depression also comes from the anxiety of the whole industry environment. She first planned in an advertising company, and then entered a short video company to do marketing. She did not shy away: "In our business, everyone has had a online celebrity dream."
Every day, I have to buy a large number of bloggers’ accounts. Chen Langlang found that the cost of an advertiser for a blogger is his salary for one year. More than once, she thought that if she can get hot, she can be a full-time blogger.
"Don’t you have to do this stupid job?" Later, Chen Langlang recalled to Hedgehog Commune.
But the reality is that Chen Langlang understands that a group of bloggers have become popular and a group of bloggers have disappeared. online celebrity’s life cycle is too short. She only dared to think about it.
She will constantly remind herself that being a full-time blogger is an escape from real life. She said: "Ten years ago, I read a sentence on Douban, which had a particularly deep influence on me. It said that you can’t write a novel, not because you are at work. If I go full-time, I may soon run out of inspiration. "
Chen Langlang wants to ride the waves and is afraid. Even if he wants to be a full-time blogger so much, he has never left the workplace. The pulling mood made her suffer. In the end, she found a compromise-part-time blogger.
She put her counterattack experience in the little red book account "Ugly Poor Girl Chen Langlang", which inspired many people. A single video received nearly 20,000 likes and 16,000 collections-starting from three academic degrees, she served the largest public relations company in Asia, a short video company, and as a columnist covering vogue, she interviewed countless top stars. This story is full of blood and full of hope.
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Chen Langlang is currently working in a head e-commerce company. In Hangzhou, Zhejiang, she changed to a house four times larger than when she lived in Beijing.
In Beijing, she lives near Houchang Village with a monthly rent of more than 6,000 yuan, with a room facing north and a building area of 50 square meters. It seems that "this community is about 333 meters walk from Xierqi Station" is the biggest selling point of this room.
Now, the houses in Hangzhou are well ventilated, and Chen Langlang’s asthma is no longer committed. Wherever you go, there is a dedicated passage. Whether it is a medical examination or insurance, even taking a taxi will give people the illusion that "people are on top".
There is no shortage of bitterness behind the dignitaries. Chen Langlang said: "I have sent a lot of negative energy things before, but I deleted them later." Because I found that people like’ mourning’ are not of great value in Little Red Book, which is more like a reference book or encyclopedia. "
At first, Chen Langlang was very disgusted with the idea of "being a successful scholar", but now he is teaching everyone how to win the offer of a big factory.
Talking about this change, she said: "This thing is not that I am going to give in to anything, but that my mentality has changed."
"I used to prefer the kind of value output, but I found that it was just a kind of self-expression. You feel very high, but it is not of high use value to others. Most people’s needs are more realistic. They are more concerned about whether I can live a better life and solve the immediate problems. "
It is also very important to live in the present. After all, only by solving the immediate difficulties can there be poems and distant fields.
In Little Red Book, she labeled herself as "Ugly Poor Girl". In her self-introduction, she wrote without hesitation: I love do face and spent 200,000 yuan on it. In the video, I also frankly shared my experience of medical beauty, plastic surgery and braces. I can learn the beauty of appearance with personal experience.
When asked about the relationship between bloggers’ filters and authenticity, she replied: "The problem with filters is not the thickness but the diversity."
"I thought those things were hypocritical at first, but later I found myself very narrow-minded. People are really rich and really haven’t suffered any hardships in life. Ta (editor’s note: Ta refers to a blogger) is just sharing the daily life of Ta. Perhaps everyone has his own life, and there is no such thing as allowing Ta to experience the thickness of life in his life. So you will think that Ta is very shallow and fake. "
In the top note, Chen Langlang wrote: "Fake it till u make it". It seems to be a portrayal of her life in the first 29 years.
For her, sending little red book notes is more like a record of revisiting herself and examining her life.
Identity is the mother proposition.
No one can guarantee that being a blogger will make money, and even after making money, he will be able to support himself.
Many interviewees said that it was to gain recognition and to find resonance. If you can be altruistic, so much the better.
More than one blogger mentioned that working in a big factory requires more than a dozen people to review any copy, and sometimes even "laymen guide the experts". After a long time, it is inevitable to doubt your own ability.
In Xiaohongshu, when you see that your own things are on fire, you will feel that you can do the content well. A sense of identity is really important to the people who make the content.
Every blogger has been scolded more or less, and in repeated injuries, they have learned not to resist or explain. Because they are not afraid of being scolded, afraid of not being recognized.
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The blogger "Amy who lives upstairs" (hereinafter referred to as "Amy") is a fitness instructor. Her biggest hobby is eating and drinking. In January 2021, she became a food blogger of Xiaohongshu and began to evaluate various desserts.
Out of professional habits, she will remind everyone to exercise restraint and lose weight. Once she laughed and teased in the video: "After all, boys like thin legs." But I didn’t expect that because of this sentence, she was scolded and flattered in bilibili, and even someone posted a special post in Douban to blacken her.
But none of this will make her sad. Compared with being scolded, she is more afraid of not getting the approval of her fans. As a food blogger, I recommend delicious food to everyone, and I am happier than eating my own food.
But sometimes, the recommended food will be resisted, after all, it is difficult to adjust. May said: "I have eaten the food in this store many times, and I really think it’s delicious and recommend it to everyone. But some people commented that it’s terrible, so don’t be fooled, and said that I was just having a meal, so I would emo."
Squid became a blogger of lipstick color test in the Spring Festival of 2018. That year, she was a freshman and went to school in Canada. She just opened a little red book account "Squid Squid".
The threshold of lipstick color test is very low, and it can be completed with only one mobile phone and one lamp.
As a blogger of color testing, the negative comment that squid is most afraid of seeing is: "You are not allowed to have this color, you have a filter, and all the fakes are fake."
At first, she would patiently explain and send private letters one by one. "Even if the skin and lip color are exactly the same as mine, the color of this lipstick will be different under different light." But now, she doesn’t want to explain, because how to explain it is not clear.
Chen Langlang thinks humiliation is too common. After she issued the "Raiders of the Han Dynasty in Art Gallery", people often scolded her: "You are just dirty. You still feel proud to talk about ten boyfriends, don’t you?" In the message area, if such comments can’t be sent out, just trust her privately.
Chen Langlang said, "There is nothing I can do about it. Some people think that the art gallery is a sacred place. She thinks that I have soiled her white sheets. But some people will be very ugly. At first, I will be sad and even swear back, but now it is relatively calm. "
Talking about this, Chen Langlang suddenly said, "I only slept for three hours last night. The video released yesterday (the secret book of 30-year-old peach blossom trick) is what I really want to share. I haven’t had an article that I want to express in this way for a long time and I have received good traffic feedback, so it will make me particularly excited."
The above videos are classified in the collection of "Women’s Love Growth", which encourages girls to work hard, refuse appearance anxiety and keep a good attitude. The most praised message in the comment area is a sentence extracted from her video by a user: "You are not a commodity to be sold when the uterus is freshest."
Chen Langlang said that her initial intention as a blogger is to hope that she and her fans can get emotional resonance and influence others’ values to some extent.
Xiao Ran, a blogger of Xiaohongshu, is often moved by some fine things, and the two-way need with her fans will make her more motivated to stick to it.
In 2019, Xiao Ran settled in Xiaohongshu, and she wrote "Female Master of University of Sydney" in the introduction column. Xiao Ran said: "In fact, there is still a half sentence behind this, which is called’ bloggers are like this, putting education first’. I wanted to ridicule this before, but later I found that I had to write too much. That sentence was nonsense, so I deleted it. "
As a home blogger, Xiao Ran often shares her home on the account "Xiao Ran is the master".
On the blogger’s personal homepage, you can see who collects notes. Xiao Ran said with a smile: "Before, a fan collected my’ One Habitat’, and the album name she took was’ With His Home’, which touched me at once."
The stills of the movie "Angels Love Beauty"
Xiao Ran recalled: "In 2019, I just came to Beipiao, and I really wanted to add oil to my life, and then I chose Xiaohongshu. At that time, I was just sharing and recording beautiful moments, and I didn’t regard it as a way to increase my income. I just hope that the content I output can affect others’ emotions and awaken their love and yearning for life."
Self in the crevice
Bloggers’ topics are always pulled by traffic and users, and the form is also influenced by the platform. Whether it is graphic, short video or live broadcast, it depends on what the platform promotes during this period.
In May 2021, Jess, the person in charge of the Little Red Book Creation, revealed to the media that the next 10 billion traffic upward plan will be launched, focusing on video creators, live creators and creators of pan-knowledge and pan-entertainment categories to provide directional support. Live broadcast, video and vertical categories have become three key words. In addition, Xiaohongshu also announced the launch of the "Sparkling Star Anchor" program, which intends to provide 3 billion traffic to support the live broadcast anchor.
No matter what stage bloggers are in, they will face value confusion. While striking a balance between self-expression and users’ needs, they are frantically cramming new skills and adding tracks, hoping to do it well for a long time.
On the night when the song "Mohe Ballroom" became popular, the blogger "Five Crispy Corners" (hereinafter referred to as "Crispy Corners") wrote a handwritten thousand-character essay in Xiaohongshu, and then she wrote in a circle of friends, "You have to listen to songs and write." With a screenshot of the song page.
The content of the thousand-character text was created by a user of Netease Cloud Music, and Kang’s reply to Dequan. "Mohe Ballroom" originated from the past of Zhang Dequan’s old man and his wife Kang’s family. Musician Liu Shuang felt very moved after listening to this story and got this song.
This story not only touched Liu Shuang, but also touched Miaocuijiao. Miaocuijiao became a blogger of Xiaohongshu culture in November 2020.
Cultural bloggers may be the most difficult to define. Writing short poems, writing a circle of friends, recommending a book every day, etc. are all cultural bloggers.
Miao Cuijiao writes golden sentences extracted from books and movies by hand every day, which is popular with the series of "365 love letters". Even Tik Tok has her high imitation number.
"When I saw the bloggers of Little Red Book writing love letters, I realized that I was really angry, so that others imitated me."
Miaocuijiao prefers the emotions carried by paper letters to the communication through the screen, which is also the reason why the series of "love letters" appeared.
She called the "love letter" a candy in a tired life, and it was also the heat in her heart. She smiled and said, "A girl’s heart is a pearl, which is the softness of her heart. I want to record this beauty. If it happens to resonate, it is my pleasure. "
Adults are always tortured beyond recognition by all kinds of things and anxieties in the world. She doesn’t want to become a cold and numb person. "No matter what you see or experience, you must believe in the existence of beautiful feelings, otherwise I feel that it is meaningless to live in this world."
Handwriting is a retro and romantic thing, and Miaocuijiao likes to write. If you want to practice your handwriting well, no matter how impetuous you are, you need to be patient, calm down, persist in doing it, and persist for years. "I may not be able to bring any substantial benefits to others when I am a blogger, but I can give her a kind of persistence. It means a lot to me. "
The stills of the movie "Being Jane Austen" are from the Internet.
But I don’t know when, users like to watch "dry goods" more and more, and "three tricks to teach you ××××" and "one-click get×××" are all popular titles.
Here, right-angled shoulders can be accelerated, beautiful women can be accelerated, graduation thesis can be accelerated, and even bloggers with a monthly income of several hundred thousand can be accelerated. In the life of mutual volume, everyone hopes that one second will be effective in the next.
In the era of quick success and instant benefit, it takes only a moment to plant grass and pull weeds, but Miaocuijiao refuses all "efficient" things. For example, labeling can help people quickly extract highlights and deepen their memories, but she refuses to do so.
"You see I am round, I am round, you see I am square, then I am a square. As long as you can get what you want from me, OK. Labels are all meanings given by others, and I know exactly what kind of person I am. "
When a number of new consumer brands are aiming at Little Red Book, there are still bloggers like Miaocuijiao who think that "money is not the main thing"; 330,000 fans are waist bloggers in Xiaohongshu, but they can be called "top stream" in cultural bloggers.
Despite this, Miao Cuijiao said frankly: "I have no idea about running an account. Although I am affiliated with an MCN organization, I signed it just like I didn’t sign it. They didn’t give me any resources. Instead, I rely on my popularity to sign agreements with other bloggers. I signed it from hundreds of thousands to more than 300 thousand now, and I am doing it myself. "
Miao Cuijiao said: "The fans who help me the most are very lovely and sincere people. I am grateful to meet them. They can give me a lot of energy."
When asked what kind of business Miao Cuijiao wants to take, she has always been very restrained. Miaocuijiao only wants to promote some stationery products. "Who doesn’t like beautiful pens and notebooks!" " She answered.
Fans often leave messages asking Miao Cuijiao: "Can I ask for a link to the stationery?"
She replied: "I bought it at the grocery store, one yuan a copy."
Remarks: The interviewees in this article are all pseudonyms.