Family drama content on Douyin attracted over 7 million followers in 3 weeks

On Douyin, there are many accounts created by families. Short Videos are about the relationship between parents and children. These family stories on Douyin can be funny, dramatic, or warm and touching. “Brother Ghost” (鬼哥) is one of the popular Douyin accounts with family drama content.

The main storyline of Brother Ghost’s videos are about how the son uses all kinds of tricks to hide the bad things he did, but at the end, his witty mother can always find them out. This funny series with 16 short videos about mother and son has attracted over 900 million viewership.

Currently, Brother Ghost gets 6 ads per month on average. He would make sure the product placements in his videos are not odd and appear only for a short time, e.g. he used 2 seconds to mention a mobile game and move on, so it didn't affect the story flow.

Brother Ghost summarized 3 keys to attracting followers:

1. Have your own unique style
2. Content people can relate to or feel surprised
3. Content which is difficult to do or with high production cost