普通人靠“做饭”抖音涨粉600多万，背面的“招数”真不简单...
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/af61ce2601b347ea821767a2a500753e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=fDiA%2B38NQbVYfW67dBOk%2BEaQc2U%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/07e8525937fb484a820b6090776a3cf3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=uDGjkYwmCAJwktiY%2FwKwZvqzUnY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者 ｜丁奕然</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">编辑 ｜杨佩汶</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">设计 ｜晏谈梦洁</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>，在抖音有一位妈妈火了。一位在深圳的家庭主妇</span><span style="color: black;">@王蓉仨娃妈 （以下简<span style="color: black;">叫作</span>为“王蓉”）</span><span style="color: black;">就靠记录给家里人做饭的<span style="color: black;">平常</span>在抖音吸粉超 650 万。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e9c08d1003424f03bbc54a0fa1bdb3e1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=oA58Emmp0Uvm8lkpP4Drapd5bhU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">王蓉有多火？从她<span style="color: black;">近期</span>的数据来看，基本每条视频的点赞量都稳定在 50 万以上；</span><strong style="color: blue;"><span style="color: black;">从今年 6 月 29 日到<span style="color: black;">此刻</span>，不到 5 个月的时间，她就涨粉 500 多万。</span></strong><span style="color: black;">她的视频<span style="color: black;">乃至</span><span style="color: black;">导致</span>了其他抖音达人们争相模仿，都<span style="color: black;">一块</span>学着王蓉的神态、动作、话术来做饭。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8c1233c4e8644196bb3c384c609eef0f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=YeR2y2Neig7LpMKhprZzKqfEez8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在王蓉的视频评论区里，有粉丝直接开口叫“妈”，宛如认亲现场。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4ef595d511264ea5a053d7b560fd8e57~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=fYEgByS8A7JOQLZ8s9uhpyER2TU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">更神奇的是，<span style="color: black;">按照</span>王蓉的自述，她并<span style="color: black;">无</span>团队，所有的视频创作都<span style="color: black;">是由于</span>一个三脚架支着一台手机拍摄、再自己剪辑而成。就<span style="color: black;">这般</span>一个普通人，王蓉全靠自己涨粉了 600 多万，并在今年 5 月正式<span style="color: black;">起始</span><span style="color: black;">经过</span>直播带货变现。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">按照</span>飞瓜数据<span style="color: black;">表示</span>，过去 1 个月里，王蓉的场均<span style="color: black;">营销</span>额为 75-100w 。</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b543679ddfef4cc39bdd7148742648e3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=qV6siV8%2BfqSk4i%2BGRE98Y6AIXX0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">普普通通的家庭主妇，是怎么走红的？她<span style="color: black;">到底</span><span style="color: black;">把握</span>了什么流量<span style="color: black;">秘码</span>？运营社仔细翻看了王蓉的视频后，和<span style="color: black;">大众</span>揭秘其<span style="color: black;">背面</span>的运营<span style="color: black;">规律</span>。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">01家庭主妇王蓉的走红历程</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">王蓉是一位 87 年出生、养有 3 个<span style="color: black;">孩儿</span>的妈妈。据王蓉自述，她曾经<span style="color: black;">亦</span>有自己的工作，月收入能达到 6 位数，但为了更好地照顾家人，<span style="color: black;">选取</span>辞去工作当家庭主妇。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2193233ab2b8453d88e508a361c96386~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=nsqohE93j9JqN1RG7%2BECqX8gekw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">王蓉抖音截图</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2021 年 8 月，王蓉<span style="color: black;">起始</span>在抖音发布视频，起初<span style="color: black;">便是</span>记录自己和家人的生活<span style="color: black;">平常</span>。随后在 2022 年 2 月<span style="color: black;">上下</span>，王蓉把视频的重心转向记录自己给家人做饭。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">今年 3 月，王蓉有 3 条视频接连“爆”了，迎来<span style="color: black;">第1</span>个“流量转折点”：</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第1</span>条视频里，王蓉<span style="color: black;">由于</span>大女儿来初潮为其制作了红糖姜鸡蛋水，结果遭到了众多网友的指责，认为她<span style="color: black;">不该</span>该将女儿的隐私发布在公共平台上；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二条视频里，王蓉<span style="color: black;">因为</span>起晚被老公责怪，闹了矛盾拌嘴，最后自己伤心落泪。这一细节<span style="color: black;">导致</span>了<span style="color: black;">公众</span>对王蓉老公的批评；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第三条视频里，王蓉对大女儿事件作出<span style="color: black;">回复</span>，认为“<span style="color: black;">大姨妈</span>并不需要被忌讳”，支持她的网友<span style="color: black;">叫作</span>赞她给<span style="color: black;">孩儿</span>树立了正确的思想观。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3 条视频的点赞量均达到了 7w <span style="color: black;">上下</span> ，较之前的视频有了突破性增长。跟着流量<span style="color: black;">一块</span>来的，<span style="color: black;">便是</span>围绕王蓉的议论和质疑。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/536ea235748e4948b03653ca56fbbecc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=4TVtcr0P73cb6TtxCnw5WoSFQ0g%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">有人认为她是新时代好妈妈，但<span style="color: black;">亦</span>有人<span style="color: black;">由于</span>“王蓉经常早晨 5 点就要起床给老公做早餐、起晚了还要被凶”<span style="color: black;">叫作</span>她为当代恐婚恐育案例。</span></strong><span style="color: black;">还有人调侃“<span style="color: black;">倘若</span>有谁让我 5 点起来做饭，就让他看不见明天的太阳”，来暗戳戳地<span style="color: black;">暗示</span>自己并不认可王蓉的生活方式。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ea342575224b469c9a6acf224e40aabf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=YjcQQqGFmR9XsZngTG7nMuOeV0U%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二个“流量转折点”出<span style="color: black;">此刻</span> 5 月——王蓉发布了一条关于和老公爱情长跑 18 年的视频，大秀恩爱。</span></strong><span style="color: black;">视频里<span style="color: black;">说到</span>，老公为了一家五口辛苦奋斗，带着家人搬进大房子，房子的装修全按王蓉<span style="color: black;">爱好</span>来，房产证上只写王蓉一个人的名字，老公<span style="color: black;">所有</span>的收入都交给王蓉......</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4cc598a27fa046389ce5957e80d8787a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=8hd%2Bsqu7%2BjrBsim4R3Lk2jVS%2F9Q%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">该视频的点赞量破百万，</span><strong style="color: blue;"><span style="color: black;">许多网友对王蓉和王蓉老公的口碑<span style="color: black;">亦</span>是 180 度大转变</span></strong><span style="color: black;">，认为王蓉确实<span style="color: black;">持有</span>一段幸福的<span style="color: black;">结婚</span>，还跟王蓉老公道歉“对不起，之前对你说话声音大了些”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这里</span>之后，王蓉的热度越来越高，视频点赞量基本都稳定在 20 万<span style="color: black;">上下</span>，到了 6 月粉丝量突破百万。<span style="color: black;">截止</span>发稿前</span><span style="color: black;">（11 月 24 日）</span><span style="color: black;">，王蓉<span style="color: black;">已然</span>有了 650 多万粉丝，并成功<span style="color: black;">经过</span>直播带货变现，其带货的商品<span style="color: black;">亦</span>和视频内容较贴合，都是食品饮料类。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/486d106b175842c6b7ef7f56d3d7318b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=efYAZrRjbYyAsOOrBNXE4d9Y5%2FE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">看到<span style="color: black;">这儿</span><span style="color: black;">大众</span>可能会好奇，王蓉并不属于高颜值达人，拍摄手法<span style="color: black;">亦</span>不属于技术流，<span style="color: black;">为何</span>记录<span style="color: black;">平常</span>这么普通的内容放在她这儿反而能火？一个普通家庭主妇的普通<span style="color: black;">平常</span>，凭什么能让<span style="color: black;">大众</span>这么感兴趣，真的只是正好撞到了“流量枪口”上吗？</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">02普通人的“普通”做饭<span style="color: black;">平常</span>，<span style="color: black;">为何</span>能火？</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">王蓉能走红并不是巧合。运营社认为，她非常懂得“<span style="color: black;">怎样</span>做出<span style="color: black;">公众</span>想看的内容”——能<span style="color: black;">即时</span>弄清用户的喜恶，<span style="color: black;">乃至</span>还摸透了人性，以此来给自己的内容“添味加料”。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">1）<span style="color: black;">即时</span>变更赛道，给内容<span style="color: black;">增多</span>“价值”</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">翻看 2021 年 8 月王蓉最<span style="color: black;">起始</span>做抖音时发布的视频，运营社<span style="color: black;">发掘</span>，当时拍摄的内容主题非常杂乱：<span style="color: black;">不但</span>有做饭，还有记录大扫除、整理房间、参加<span style="color: black;">孩儿</span>学校活动、回老家过年等等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">拍摄方式<span style="color: black;">便是</span>简单的流水账式记录，把<span style="color: black;">全部</span>过程录下来，<span style="color: black;">而后</span>剪辑拼凑在<span style="color: black;">一块</span>，最后为了缩短时长就调快速度。当时视频里鲜有王蓉的旁白，<span style="color: black;">仅有</span>字幕来解释当前场景和正在<span style="color: black;">出现</span>什么。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这般</span>的视频内容，数据<span style="color: black;">亦</span>平平无奇，<span style="color: black;">通常</span><span style="color: black;">仅有</span>几千赞，偶尔能达到上万赞。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4b80f105208149f28bb74b27137f9758~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=MD8se%2Bo%2BjKYR%2BpSiy12U9GiDk5c%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但自 2022 年 2 月起，</span><strong style="color: blue;"><span style="color: black;">王蓉<span style="color: black;">调节</span>了自己的内容赛道，专注于输出“记录给家人做饭”的视频，并且还摸索出了一套固定的拍摄方式</span></strong><span style="color: black;">：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，会在封面上一目了然地写上“做饭时间+今天要制作的<span style="color: black;">食品</span>”；</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8237e0f5919d4adab950dc1a0ce4a98f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=u47ty5CR%2FcvIktBUYD7Zr4mBWnk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">其次，给视频全程配音，上来先介绍“<span style="color: black;">此刻</span>是xx点，我准备做xx”，<span style="color: black;">而后</span><span style="color: black;">仔细</span>展示制作过程。</span></strong><span style="color: black;"><span style="color: black;">例如</span>在这条制作葱油拌面的视频里，王蓉告诉<span style="color: black;">大众</span>熬葱油所需的食料和<span style="color: black;">过程</span>，有时候边做饭还会边唠嗑，插播<span style="color: black;">有些</span>自己和闺蜜的故事。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后，王蓉给<span style="color: black;">大众</span>展示制作成品，再录上一段家人聚在<span style="color: black;">一块</span>吃饭的画面。</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4dd8221cc306472da1ec719f43b02a09~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=9YIz%2FNJQ0HMhgVzzdVX6hhYIgqk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据</span><span style="color: black;">@新榜 </span><span style="color: black;"><span style="color: black;">报告</span>，王蓉曾自述，想到给视频配音是<span style="color: black;">由于</span><span style="color: black;">遵循</span>了粉丝的意见，<span style="color: black;">大众</span>都反馈“光煮饭不说话<span style="color: black;">无</span>感情”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过<span style="color: black;">调节</span>后，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">此刻</span>王蓉的视频兼具「实用价值」和「<span style="color: black;">心情</span>价值」</span></strong><span style="color: black;">——用户既能跟着学做菜，还能<span style="color: black;">经过</span>看到“色香味俱全”的佳肴<span style="color: black;">得到</span><span style="color: black;">极重</span>的心理满足感，顺便感受一下别人温馨的家庭氛围。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">2）实时<span style="color: black;">调节</span>人设，打造鲜明记忆点</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">打造人设并不稀奇，<span style="color: black;">能够</span>说是每位达人都必须<span style="color: black;">把握</span>的一项技能。<span style="color: black;">不外</span>王蓉的<span style="color: black;">优良</span>在于，</span><strong style="color: blue;"><span style="color: black;">会<span style="color: black;">按照</span>用户的<span style="color: black;">爱好</span>来<span style="color: black;">调节</span>自己和家人的人设。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从王蓉<span style="color: black;">近期</span>的视频内容来看，她所<span style="color: black;">表现</span>出来的人设，<span style="color: black;">便是</span>一位“温柔贤惠、阳光向上的妈妈”。但其实在最<span style="color: black;">初期</span>的视频里，王蓉并不总是“正能量”，偶尔<span style="color: black;">亦</span>会在文案或给用户的留言回复里抱怨一下“婆婆调拨<span style="color: black;">夫妇</span>关系”、“老公不帮忙做家务”等等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6504f6e6ab074dd28520c9978b26ebea~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=OSiWMqztP4bXOf%2FvineX1nyPIpM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>有许久之前就关注王蓉的用户<span style="color: black;">暗示</span>：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">王蓉以前发的文案都是类似于“老公在家不<span style="color: black;">办事</span>，刚<span style="color: black;">起始</span>很生气，后来就无<span style="color: black;">所说</span>”，之后为了立住人设便把略带有抱怨的视频都删除了。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/43fb74261dd046188e51de18c6c7de49~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=lgp4lYjWbmyInyk0SNGsakS6ilY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>的视频里，<span style="color: black;">已然</span>看不到王蓉的吐槽抱怨，都是在分享生活的美好。由此<span style="color: black;">能够</span>猜测，在慢慢走红的过程中，</span><strong style="color: blue;"><span style="color: black;">王蓉<span style="color: black;">逐步</span>清楚了用户想要看<span style="color: black;">怎么样</span>的人设——<span style="color: black;">大众</span><span style="color: black;">爱好</span>“积极向上”的<span style="color: black;">名人</span>形象。</span></strong><span style="color: black;">（毕竟有谁上网冲浪时<span style="color: black;">爱好</span>听一个怨妇絮絮叨叨吐槽呢）</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">王蓉老公的人设<span style="color: black;">亦</span>经过细微的<span style="color: black;">调节</span>。在<span style="color: black;">初期</span>的视频里，老公的<span style="color: black;">名人</span>形象并不鲜明，王蓉有时会<span style="color: black;">说到</span>，老公是一个“对家务不管不问、有些懒惰”的人。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c504ec38689b463eb72c125212218c92~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=RglUr%2BUqSmjYfAMFpUSC9SHSh2Q%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span>大概从今年 3 月起</span><span style="color: black;">（<span style="color: black;">亦</span><span style="color: black;">便是</span>视频内容转型后不久）</span><span style="color: black;">，</span><strong style="color: blue;"><span style="color: black;">王蓉<span style="color: black;">起始</span>给老公打造了一个特点“超爱喝汤”。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">视频里，王蓉老公总是提出要喝<span style="color: black;">各样</span>汤，<span style="color: black;">例如</span>鸽子汤、乌鸡汤、排骨汤，<span style="color: black;">因此</span><span style="color: black;">每日</span>早上王蓉都会变着法儿给老公做汤。正是<span style="color: black;">由于</span>在视频里王蓉重复塑造这一特点，<span style="color: black;">因此呢</span>粉丝们<span style="color: black;">亦</span><span style="color: black;">叫作</span>老公为“汤哥”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由此，一个比“懒惰老公”有趣得多的“汤哥”形象，就成功被塑造了起来。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p9-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/36e98d7852e347b7aad0a14cceed863e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=qfKdWhFgBt1tYS7i7BFXq6jcjiI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">类似的，王蓉视频里，其他家人<span style="color: black;">亦</span>都有各自的特点。<span style="color: black;">例如</span>公公是一个<span style="color: black;">爱好</span>嘎嘎炫饭的老爷爷，大女儿听话懂事，二女儿活泼调皮，弟弟古灵精怪......</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">3）<span style="color: black;">保存</span>「戏剧性冲突」，满足用户的八卦欲</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">运营社在翻看了王蓉视频底下的评论区后<span style="color: black;">发掘</span>，王蓉视频的“点睛之笔”其实是做完饭后<span style="color: black;">大众</span>聚在<span style="color: black;">一块</span>用餐的过程。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制作美食的教程类内容<span style="color: black;">非常多</span>，但王蓉能从中脱颖而出，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">便是</span><span style="color: black;">由于</span>这段情节让她的视频充满浓浓的“生活氛围”和“故事感”。</span></strong><span style="color: black;">在最后 1 分钟里，王蓉给<span style="color: black;">大众</span>仔细展现了每一位家庭成员的表现，<span style="color: black;">包含</span>吃饭的动作、神态、话语等等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这段故事类内容格外能<span style="color: black;">导致</span>网友们的<span style="color: black;">重视</span>，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">大众</span>都拿着放大镜来观察家庭成员的一举一动，并留言自己的看法</span></strong><span style="color: black;">，<span style="color: black;">例如</span>“爷爷吃太快”、“大女儿<span style="color: black;">特别有</span>礼貌”、“小女儿有些傲娇”等等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f2cb036e1a194732af0805937c6041e2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=ddnm%2B2NT8TRUM9TcEpmOzVHHP1I%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而运营社猜测，王蓉<span style="color: black;">亦</span>非常聪明地“摸透”了人性——</span><strong style="color: blue;"><span style="color: black;">没错，<span style="color: black;">大众</span>的确<span style="color: black;">爱好</span>“温馨正能量”的家庭氛围，但一成不变的内容看久了<span style="color: black;">亦</span>就食之无味。<span style="color: black;">因此</span>王蓉会在这些情节中刻意<span style="color: black;">保存</span><span style="color: black;">有些</span>「戏剧性冲突」。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这些「冲突」并不<span style="color: black;">必定</span>是王蓉刻意制造的，毕竟任何一个人的生活里都避免不了和家人的摩擦。但王蓉在剪辑视频的时候，并不会特意把这一部分删去。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">爱看家长里短的八卦仿佛是刻在人类 DNA 里的天性</span></strong><span style="color: black;">，内容有冲突就有讨论，有讨论自然就有流量。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“<span style="color: black;">保存</span>冲突情节”的<span style="color: black;">认识</span>在王蓉较<span style="color: black;">初期</span>的视频里就能<span style="color: black;">表现</span>出来。在今年 1 月发布的一则“接小猫回家”的视频里，大女儿和小女儿在言语上起了小争执：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">小女儿<span style="color: black;">始终</span>抱着猫咪<span style="color: black;">不愿</span>撒手，大女儿<span style="color: black;">亦</span>想抱下猫，却被<span style="color: black;">mm</span>回怼拒绝</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ab5fab0a76714991b3f8cac7156f136f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=si3KmDKHtqA230OLKrQEzTb583E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网友们就<span style="color: black;">重视</span>到了这个小细节并围绕此<span style="color: black;">专题</span>展开了激烈的讨论。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/cd9efba4a19b4a9d981644b7e3f89029~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=VUyVOOrnW2pYp484lFmpPwUuXaM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">之后的视频里，</span><strong style="color: blue;"><span style="color: black;">王蓉<span style="color: black;">亦</span>会<span style="color: black;">保存</span><span style="color: black;">有些</span>或大或小的冲突点，很好地激发了用户的讨论欲。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>在今年 3 月一则视频里，王蓉老公<span style="color: black;">由于</span>王蓉起晚了、<span style="color: black;">无</span>吃到自己想吃的菜而生气拌嘴，<span style="color: black;">引起</span>王蓉伤心落泪，这一<span style="color: black;">很强</span>的冲突点<span style="color: black;">亦</span><span style="color: black;">诱发</span>了网友们对老公的“口诛笔伐”。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b63f3a2135a449e593b7c9def49190b7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1729448379&x-signature=Wc0LrkkKfgD%2BrhF1od5hsFlyzmg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">再<span style="color: black;">例如</span>，弟弟吐槽姐姐做的蛋炒饭<span style="color: black;">欠好</span>吃太苦；王蓉劝说对海鲜过敏的女儿尝试下海鲜......这些细节都曾<span style="color: black;">导致</span>网友的广泛关注。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">平常</span>生活中经常<span style="color: black;">出现</span>的小事，被王蓉无一<span style="color: black;">保存</span>了。</span><strong style="color: blue;"><span style="color: black;">它们之<span style="color: black;">因此</span>会被关注到，<span style="color: black;">背面</span>所折射的是<span style="color: black;">公众</span>思想观念的碰撞</span></strong><span style="color: black;">——<span style="color: black;">大众</span>都持有<span style="color: black;">区别</span>的<span style="color: black;">结婚</span>观、价值观，做人处事都有不<span style="color: black;">同样</span>的风格，<span style="color: black;">因此</span>当看到与自己观念相悖的<span style="color: black;">行径</span>时，总<span style="color: black;">爱好</span>做出质疑。这些“质疑”，无疑<span style="color: black;">亦</span>给王蓉的视频<span style="color: black;">增多</span>了热度。</span></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">03结语</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">随着王蓉的内容创作愈发成熟，<span style="color: black;">亦</span>有人<span style="color: black;">起始</span>质疑王蓉<span style="color: black;">背面</span><span style="color: black;">是不是</span>有团队运营支撑。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在运营社看来，王蓉有<span style="color: black;">无</span>团队不重要，重要的是如今“卷”到不行的生活 vlog 赛道里，内容创作具备运营思维，慢慢地摸索出一套属于自己的内容创作<span style="color: black;">办法</span>论：人设+剧情可快速抓住用户眼球，做饭视频既有干货价值，又有“氛围感”</span><span style="color: black;">（能让人感受到温馨的家庭氛围）</span><span style="color: black;">，更关键的是，家长里短的事满足了网友们的八卦和“窥探欲”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然，网络上还依旧存在着不少网友对王蓉家庭的指点和猜测。只能说，鞋合不合适<span style="color: black;">仅有</span>脚<span style="color: black;">晓得</span>，王蓉和她家人过得幸不幸福<span style="color: black;">亦</span><span style="color: black;">仅有</span><span style="color: black;">她们</span>自己<span style="color: black;">晓得</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但能确定的是，王蓉<span style="color: black;">已然</span>进阶为一个成熟的内容创作者了。她的内容<span style="color: black;">办法</span>论或许能给想做自<span style="color: black;">媒介</span>的普通人<span style="color: black;">有些</span>启发和思考。</span><span style="color: black;">参考资料：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">《5点起床为一家人做饭的王蓉，<span style="color: black;">作为</span>600万网友的“互联网妈妈”》，新榜</span></span></p>
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