“The Traffic Formula Behind ‘Crazy Yang Ge’: What Is It? | by Trade Booming | Aug, 2023

After being on Douyin for five years and amassing over 100 million fans, what exactly is the magic that draws so many users to ‘Crazy Yang Ge’?

1.Distinct Character Creation

An internet-addicted younger brother + a mischievous older brother + a strict dad + a top-of-the-food-chain mom — this contrasting and distinct character setup is the key to rapid fan attraction.

Not only does it create strong identification, but it also brings about varied feelings. Audiences can offer strategies for the mischievous older brother, empathize with the younger brother’s internet addiction, and even enjoy the satisfaction of seeing the mom dole out punishments from her perspective — an immersive joy, you know.

Aside from the distinct characters, the hierarchy of Mom = Big Sister-in-law = Little Sister-in-law > Big Brother (Brother) > Dad >> Little Brother (Younger Brother) is undeniably amusing. As women’s status in Chinese families rises, topics related to gender equality and wife-coddling gain more traction. In ‘Crazy Yang Ge’ videos, the absolute authority of the mom alongside the big and little sister-in-laws in the family reflects a positive response that caters to the market.

2.Highlighted Performance Style

Many consider Crazy Yang Ge’s style to resemble that of Stephen Chow. It’s precisely this natural, image-defying comedic performance style that brings the ‘crazy’ to life. Through exaggerated expressions and absurd plotlines, the ‘craziness’ is taken to the extreme, creating immense tension and charm. Coupled with peculiar and odd props, the amusement factor increases even more.

3.Comfortable Rhythm

Structurally, the video’s mainline remains mostly constant: stopping the internet-addicted younger brother from playing games; the ending also remains largely consistent: younger brother gets beaten up / both brothers get beaten up. However, multiple anticipated twists are incorporated in the content, providing a more captivating rise and fall in the storyline. Additionally, each punchline leaves space for the audience to fully comprehend and laugh, resulting in a strong rhythm that is both addictive and enchanting.

4.Family Bonding — An Eternal Topic

Over the years, Crazy Yang Ge’s videos shifted from depicting couple interactions to showcasing everyday family life, propelling him from popularity to a sensation.

Content-wise, even though the storylines revolve around a family’s love-hate relationship, the theme of family remains constant and underpins everything, displaying the enviable family atmosphere that most people admire.

5.Positive Event Marketing

In a world accustomed to the tricks of various online celebrities, viewers now recognize authenticity as the ultimate technique.

During his peak, he didn’t want the popularity to soar too high and risk discontinuation; during the pandemic, he busied himself with positive events such as charity work, enhancing Crazy Yang Ge’s fan loyalty. This is why he continues to explode in popularity, with his heat only growing and not waning.”

“Super internet celebrities of the Chinese version of TikTok”, updated daily. Follow me and stay tuned for the next episode, where I will talk about how Little Yang Ge earns money on Douyin.