Creators On The Rise: Cat Chef That Little Puff Is Stirring Up A Purrfect Recipe For Social Media Stardom

Welcome to Creators on the Rise, the place—in partnership with world creator firm Jellysmack—we discover and profile breakout creators who’re within the midst of extraordinary development. 

We’ve all heard that unlucky saying about curiosity and cats, however within the case of That Little Puff, one feline’s nosy nature is paying off deliciously.

Puff, a two-year-old ragdoll cat who lives along with his proprietor Lynch Zhang and their brother Ming, his mother Chocolate, and his 5 littermates in New York City, is a naturally inquisitive fellow. And when the COVID-19 pandemic shuttered NYC eating places, forcing Zhang to discover extra at-home cooking, Puff’s curiosity turned culinary.

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Every time Zhang and their household made meals, Puff popped up within the kitchen, desirous to feast his eyes on the cooking course of. When additional lockdowns cooped Zhang up at residence 24/7, they began paying extra consideration to how typically Puff appeared, and simply how hands-on (er, paws-on) he appeared to need to be.

So, they figured, why not give him a seat on the desk?

@thatlittlepuffWhat does it appear to be? 😂 ##ThatLittlePuff ##puffknowsbetter ##catsoftiktok ##PUBGMOBILE♬ original sound – ThatLittlePuff

Zhang started recording quick clips of Puff “cooking” easy dishes, and began posting them to TikTook in July 2020.

To create the phantasm of Chef Puff, they might gently information his paws (Zhang could be very clear that they don’t drive Puff to carry out, and that they offer him area if he’s not feeling camera-ready) so it appeared like he was slicing vegetables and fruit, turning on the blender, and arranging components to make all the pieces from easy boiled egg sandwiches to trendy rainbow toast to the whimsical drinks that have become his specialty.

Within just a few months, That Little Puff–a reputation common after the Twitter deal with of Daniel Wu, one of many Zhang household’s favourite actors–had generated a whole bunch of tens of millions of views and gathered a number of million followers on TikTook. So, when Zhang acquired entry to the beta of YouTube’s TikTook competitor Shorts late final 12 months, it was a simple choice to start out crossposting Puff’s movies there.

That Little Puff’s YouTube viewers has grown in leaps and bounds since July 2021. Monthly knowledge from Gospel Stats.

Puff’s first Shorts movies didn’t take off the way in which they’d on TikTook. By the top of March 2021, his clips had collectively netted round 6 million views. But in April, after Shorts grew to become out there to all YouTube customers within the U.S., issues modified.

That month, Puff’s channel introduced 87 million views. In May, it dipped to 24 million, then 5 million in June, and 10 million in July. In August, its viewership skyrocketed to 230 million, and it hasn’t stopped rising since. In September, the channel introduced 524 million views, and in October, it scored a whopping 908 million.

And it’s on monitor to scrape one billion for November: within the first three days of this month, That Little Puff has already introduced 65 million views.

In the identical timeframe (April to current), the channel’s subscriber rely has jumped from round 5,000 to 2.4 million, and is at present rising at a charge of between 40,000 and 80,000 new subs per day. (Oh, and That Little Puff’s TikTook follower rely? Now at greater than 17 million.)

What does all that viewership shake out to? Well, for Zhang and their brother, it’s a burgeoning firm. The duo not too long ago launched Puff Media, and have employed two Puff group members to assist with full-time video manufacturing and develop plans to catapult That Little Puff into ecommerce.

Check out our chat with Zhang under.

Tubefilter: Tell us somewhat about you! Where are you from? Who are the members of your loved ones (each human and fuzzy)?

Lynch Zhang: Hello! This is Lynch from New York City and I reside with my brother Ming and 7 ragdolls.

Tubefilter: How did you come to undertake your seven cats? Have you at all times been an enormous cat individual?

LZ: Well, we began with simply Puff’s mom, Chocolate, after which she had a litter of six! I grew up with pets, so sure, I really like cats.

Tubefilter: Your channel bio mentions that the concept for “That Little Puff” took place whilst you had been cooking at residence in the course of the pandemic. What had been your lives like earlier than the pandemic, and the way have they been impacted by COVID-19? Did you’ve got job conditions that modified?

LZ: Yes, as a result of the entire eating places shut down, my household and I couldn’t exit to eat and even order takeout. That’s once we started coming collectively to arrange meals as a household, and one in every of our ragdoll cats, Puff, would at all times come and sit by our toes to look at us. Our job conditions modified drastically the place we needed to make money working from home and develop into adaptable to being with our household 24/7. Some days had been robust as a result of that was a scenario we weren’t used to, however Puff and his household brightened these days at all times. Because we had a bit extra free time working from residence and had been noticing how current Puff was within the kitchen for meal preps, we determined to shoot some cute movies of him being our chef.

Tubefilter: When did you understand that your channel may very well be greater than an occasional factor or a passion? Was there a selected clip that generated lots of views and impressed you to be like “Whoa, okay, we have to maintain doing this”?

LZ: I consider that every one goes to our followers–it’s their likes and feedback that acquired us to maintain doing extra clips!

@thatlittlepuffAre you able to partyyyy?!##thatlittlepuff ##halloween ##halloweenlook ##catsoftiktok♬ original sound – ThatLittlePuff

Tubefilter: As you point out, none of your cats are pressured to carry out or made to do the stuff you seize on digicam. You additionally point out it takes lots of persistence to movie movies with them! Can you stroll us by means of the method? About how lengthy does a video take to movie? How do you wrangle and/or entice the cats to return hang around with you and “prepare dinner”?

LZ: Cats are recognized for being unbiased, so if we are able to’t get Puff to meow or have a look at the digicam, then we’ve got to attend for him to be “prepared.” Sometimes, that may final for fairly some time. We don’t need to ever push an animal to do one thing it doesn’t need to do, in order that’s the place persistence is available in. The course of for filming one video clip takes about three hours. We use props, like faux little paws, to point out Puff working laborious at his creations.

Tubefilter: Do you assume you’d have uploaded content material to YouTube with out YouTube Shorts? Or was Shorts your predominant motive for selecting to start out making content material on YouTube? What position has Shorts performed within the development of your channel?

LZ: Yes, we really began off on YouTube earlier than the Shorts, and we’re doing wonderful by way of viewership. However, YouTube might not be the most effective platform for brief movies, and most of what we did was just a few collections of our quick movies until we began creating Shorts not too long ago.

I must say that the Shorts undoubtedly garner extra views than our regular-length movies. Shorts provides us extra flexibility by way of content material creation.

Tubefilter: What movies have been your best-performing to this point? Do you’ve got any thought why these particular movies took off?

LZ: There are so a lot of them–don’t make me choose!

With quick movies, having one thing to catch individuals’s consideration within the first three seconds is tremendous necessary. And on prime of that, who would say no to a beautiful puffy cat cooking up some enjoyable, proper?

Tubefilter: What else do you rise up to exterior of YouTube/making content material? Walk us by means of the typical day!

LZ: Our morning routine begins with feeding up our little creatures! We normally get round our studio for work at 10 a.m., then the afternoons are for brand spanking new content material or simply having enjoyable with our cats.

@thatlittlepuffAt least it’s considerably near a hand… ##ThatLittlePuff ##puffknowsbetter ##SamsClubScanAndGo ##catsoftiktok♬ original sound – ThatLittlePuff

Tubefilter: Do you’ve got anybody else working behind the scenes with you, like a supervisor or editor? Have you introduced on any group members since your content material began producing consideration?

LZ: Yes, we’ve got a small group (me, Ming, Jack, and Mike) right here in NYC the place the video capturing takes place. We do all the pieces in-house and Jack is the brand new member within the group who might be serving to us along with his huge information of video manufacturing!

Tubefilter: Has your latest engagement uptick modified something for you professionally? Do you’ve got any new plans or targets on your content material profession?

LZYes, it adjustments all the pieces for me and my brother. We have not too long ago began a brand new firm, Puff Media, so new content material creation might be one thing in our profession!

Tubefilter: What’s your favourite factor about having a YouTube channel?

LZ: The pandemic has been extraordinarily attempting and tough for a lot of across the globe. I wish to assume that our content material brings somewhat little bit of laughter to our followers, and I need to proceed doing so.

Tubefilter: What’s subsequent within the quick future for you and your channel? Where do you see your self in 5 years?

LZ: Other than maintaining the content material creation, we may also be attempting out ecommerce and longer movies.

Jellysmack is the worldwide creator firm that detects and develops the world’s most proficient video creators. The firm’s proprietary video optimization know-how and knowledge drive social viewers development, unlocking new income streams and amplifying monetization.

Currently residence to over 150 influential Creators together with PewDiePie, MrBeastBrad Mondo, and Bailey Sarian, Jellysmack optimizes, operates, and distributes creator-made video content material to Facebook, Instagram, Snapchat, TikTook, Twitter, and YouTube. Jellysmack-managed content material boasts 10 billion world month-to-month video views and a cross-platform attain of 125 million distinctive U.S. customers, making it the biggest U.S. digital-first firm in month-to-month social media viewers.

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