welcome to Creators on the rise, where — in partnership with a global creative company Jelly– we find and profile breakout makers who are in the midst of extraordinary growth.
We’ve all heard that unfortunate saying about curiosity and cats, but in the case of This little puff, the curious nature of a feline pays off deliciously.
Puff, a two-year-old ragdoll cat who lives with his owner Lynch zhang and their brother Ming, his mother Chocolate, and his five littermates in New York, is a naturally curious man. And when the COVID-19 pandemic shut down restaurants in New York City, forcing Zhang to further explore home cooking, Puff’s curiosity turned culinary.
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Whenever Zhang and their family prepared food, Puff would pop into the kitchen, eager to feast their eyes on the cooking process. When new blockages locked Zhang at home 24/7, they started paying more attention to how often Puff appeared and how practical he seemed to want to be (uh, paws ).
So, they thought, why not give him a seat at the table?
@this little breathWhat does it look like? ?? ## This little puff ## puff knows better ## catsoftiktok ## PUBGMOBILEoriginal sound – ThatLittlePuff
Zhang started recording short clips of Puff “cooking” simple dishes and started posting them on TIC Tac in July 2020.
To create the illusion of Chief Puff, they gently guided his paws (Zhang is very clear that they don’t force Puff to play and give him space if he doesn’t feel ready to play. camera), so it would look like he was chopping fruit and veg, turning on the blender and organizing the ingredients to make everything simple hard-boiled egg sandwiches To trendy rainbow toast to the fancy drinks that have become his specialty.
In a few months, That Little Puff, a name inspired by the Twitter handle of Daniel Wu, one of the Zhang family’s favorite actors, had generated hundreds of millions of views and gathered several million followers on TikTok. So when Zhang got access to the beta version of YoutubeTikTok’s competitor Shorts At the end of last year, it was an easy decision to start cross-posting Puff’s videos there.
Puff’s first Shorts videos didn’t take off like they did on TikTok. By the end of March 2021, his clips had totaled around 6 million views. But in April, after Shorts became available to all YouTube users in the United States, things changed.
That month, Puff’s channel saw 87 million views. In May, it fell to 24 million, then to 5 million in June and 10 million in July. In August, its audience climbed to 230 million and has grown steadily since. In September, the channel recorded 524 million views, and in October, it recorded a whopping 908 million.
And he’s on his way to raking in a billion for November: In the first three days of this month, That Little Puff has already grossed 65 million views.
During the same period (April to present), the number of subscribers to the channel has grown from around 5,000 to 2.4 million, and is currently growing at a rate of between 40,000 and 80,000 new subscribers. per day. (Oh, and That Little Puff’s TikTok subscriber count? Now over 17 million.)
What is all this audience shaking? Well, for Zhang and their brother, it’s a booming business. The duo recently launched Media rush, and hired two members of the Puff team to help with full-time video production and develop plans to catapult That Little Puff into e-commerce.
Check out our chat with Zhang below.
Tubefilter: Tell us a bit about yourself! Where do you come from? Who are your family members (human and fuzzy)?
Lynch Zhang: Hi! This is Lynch from New York and I live with my brother Ming and seven ragdolls.
Tubefilter: How did you come to adopt your seven cats? Have you always been a big cat?
LZ: Well we started with just Puff’s mom Chocolate and then she got a litter of six! I grew up with animals, so yes I love cats.
Tubefilter: Your channel bio mentions that the idea for “That Little Puff” was born while you were cooking at home during the pandemic. How were your lives before the pandemic and how have they been affected by COVID-19? Have you had any professional situations that have changed?
LZ: Yes, because all the restaurants closed, my family and I couldn’t go out to eat or even order take out. That’s when we started getting together to cook meals as a family, and one of our ragdoll cats, Puff, would always come and sit at our feet to watch us. Our professional situations have radically changed where we have had to work from home and adapt to being with our family 24/7. Some days were tough because it was a situation we weren’t used to, but Puff and his family always made those days bright. Because we had a little more free time to work from home and noticed how much Puff was in the kitchen preparing meals, we decided to shoot some cute videos of him as a chef.
Tubefilter: When did you realize that your channel could be more than a casual thing or a hobby? Was there a specific clip that generated a lot of views and inspired you to say “Whoa, okay, we have to keep doing this”?
LZ: I believe everything is going to our fans – it was their likes and comments that kept us going to keep making more music videos!
@this little breathAre you ready to party ?!## this little puff ## Halloween ## halloweenlook ## catsoftiktokoriginal sound – ThatLittlePuff
Tubefilter: As you mentioned, none of your cats are obligated to perform or obligate to do the things you capture on camera. You also mention that it takes a lot of patience to shoot videos with them! Can you explain the process to us? Approximately how long does it take to shoot a video? How do you argue and / or get cats to go out with you and “cook”?
LZ: Cats are known to be independent, so if we can’t get Puff to meow or look at the camera, we have to wait until he’s “ready.” Sometimes it can take a while. We never want to get an animal to do something it doesn’t want to do, so that’s where the patience comes in. The process of filming a music video takes about three hours. We use props, like faux paws, to show Puff working hard on her designs.
Tubefilter: Do you think you would have uploaded content to YouTube without YouTube Shorts? Or was Shorts the main reason you chose to start creating content on YouTube? What role has Shorts played in the growth of your channel?
LZ: Yes, we started on YouTube before the shorts and we are doing well in terms of audiences. However, YouTube might not be the best platform for short videos, and most of what we did was just a few collections of our short videos until we started making short ones. feature films recently.
I have to say that the shorts definitely garner more views than our normal length videos. Shorts gives us more flexibility in terms of content creation.
Tubefilter: Which videos have been your best performers so far? Do you have any idea why these specific videos took off?
LZ: There are so many, don’t force me to choose!
With short videos, having something that catches people’s attention in the first three seconds is very important. And on top of that, who would say no to a cute puffy cat cooking up some fun, right?
Tubefilter: What else are you doing besides YouTube / content creation? Guide us through the average day!
LZ: Our morning routine starts with feeding our little creatures! We usually come to our studio to work at 10 a.m. and then the afternoons are spent on new content or just having fun with our cats.
@this little breathAt least it’s a bit like a hand … ## This little puff ## puff knows better ## SamsClubScanAndGo ## catsoftiktokoriginal sound – ThatLittlePuff
Tubefilter: Do you have someone else working behind the scenes with you, like a manager or an editor? Have you recruited team members since your content started gaining attention?
LZ: Yes, we have a small crew (me, Ming, Jack and Mike) here in New York where the video shoot is taking place. We do everything in-house and Jack is the newest member of the team who will help us with his vast knowledge of video production!
Tubefilter: Has your recent increase in engagement changed anything for you professionally? Do you have any new plans or goals for your content career?
LZ: Yes, that changes everything for me and my brother. We recently launched a new business, Puff Media, so creating new content will be part of our career!
Tubefilter: What is your favorite thing about having a YouTube channel?
LZ: The pandemic has been extremely trying and difficult for many people around the world. I like to think our content makes our fans laugh a bit, and I want to continue to do so.
Tubefilter: What’s the next step in the immediate future for you and your channel? Where do you see yourself in five years?
LZ: In addition to continuing to create content, we will also be trying out eCommerce and longer videos.
Jelly is the global creation company that finds and develops the world’s most talented video creators. The company’s proprietary video optimization technology and data is driving social audience growth, unlocking new revenue streams and amplifying monetization.
Currently home to more than 150 influential designers, including PewDiePie, Mr. Beast, Brad Mondo, and Bailey Sarian, Jellysmack optimizes, operates and distributes video content created by creators on Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube. Content managed by Jellysmack has 10 billion monthly video views worldwide and a cross-platform reach of 125 million unique US users, making it the largest digital company in the US among monthly social media viewers.
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