Chinese Internet celebrities who are popular on YouTube
Chinese Internet celebrities who are popular on YouTube-
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Editor's note: this article is from Wechat's official account "Burning Finance" (ID:rancaijing)
Author Yan Lijiao, editor Zhou Yifan, 36 Krypton is authorized to release
"Li Ziqi is super popular in South Korea!" A South Korean fan expressed her love for Chinese creator Li Ziqi to Burning Finance
"I've watched every video of her no less than 10 times, especially before going to bed or when I can't sleep
" When Burning Finance asked why, the South Korean fan said slightly excitedly that the seven living conditions of Li Zi met all her expectations for a better life: no need to worry about rising prices, no need to consider all kinds of injustice and competition, and the difficulty of employment and the high poverty rate of the elderly can all be forgotten
The social conditions faced by young people in each country are different, but individuals in the torrent of the times all have similar anxieties
When a certain creation appears at the right time, it is easy to resonate
This is also one of the reasons why plums are popular overseas
Content determines popularity
On the YouTube platform, Li Ziqi has 8
16 million fans, and such a huge number of fans are rare among domestic overseas Internet celebrities
Her only rival is Office Ono, which so far has 8
14 million YouTube followers
Although there are thousands of creators who go out to sea in China, few of them are really as popular as Ono and plum in the office
The problem facing the whole industry is how to let more domestic creators go out and get out of the circle
In the process of Internet celebrities going out to sea, Google's video site YouTube, which faces global users, has undoubtedly become their first choice
The head creator of YouTube can support himself only through the realization of traffic
At the same time, YouTube also provides creators with relatively complete user data to help them attract fans from different countries and regions
But even under such relatively complete conditions, there are not many domestic MCN institutions with overseas business
Creators with a certain number of fans can share advertising revenue with YouTube, which is equivalent to an extra income, but why are most domestic MCN institutions not involved in going out to sea? It is difficult for MCN to go to sea
What is the difficulty? At the same time, what are the common characteristics of creators who are already well-known overseas? The "hottest" Chinese authors on YouTube are Li Ziqi, who has 8
16 million followers, and Office Ono, who has 8
14 million followers, respectively
The two most popular creators in YouTube China are Li Ziqi, who has 8
16 million followers, and Office Ono, who has 8
14 million followers
Li Ziqi has surpassed Office Ono to become the creator in China with the largest number of subscriptions on YouTube
The West Yunnan elder brother, who ranks third with 3
77 million followers, has more than 4 million fans behind the top two
According to the YouTub of the third-party statistical platform Social BladeE data of authors in China, excluding institutional creators, The top 15 online celebrity creators in China on YouTube are: Li Ziqi (8
16 million), Office Ono (8
14 million), West Yunnan Brother (3
77 million), The Food Ranger (3
73 million), Yu Gao Film (1
25 million), food writer Wang Gang (1
15 million), Naomi'SexyCyborg'Wu (1
05 million), Grandpa A Mu (864000), Saturday (727000), Huahua and three Cats (600000), Xiang Xiangda Battle (482000)
Tian Yue Tinrry (448000), Hao Jili (427000), vengeance qiuqiu (407000), solar eclipse (378000)
Among them, the creators in China are not all Chinese authors, and there is no lack of foreigners like The Food Ranger who deeply understand and spread Chinese culture
These online celebrities who go out to sea also have their own characteristics: "Little Brother in West Yunnan" is a girl born and raised in Yunnan, which is similar to Li Zi's style, but her content is closer to the local people's livelihood
Some people compare Li Ziqi's video to the years without a trace of fireworks, while the little brother in western Yunnan is full of life
Her latest video is to make tofu blood sausage
Just finished killing pig pork and large intestine, mixed with fresh pig blood, tofu, the whole family has to be busy all day to make
It is in this busyness that many people see the most authentic life of Chinese farmers
The creator behind the self-made pig liver blowing source / YouTube "The Food Ranger" in West Yunnan is Chang Le, a Canadian who threatens to eat all over China in three years
Although he is not Chinese, many of his works are related to Chinese food
The "foodie foreigner" likes spicy food and, like many returnees, speaks a mixture of Chinese and English
In the latest video, Chang Le went to Chongqing, where he used "More fragrance" to describe the taste of Chongqing noodles
The Food Ranger experience Chongqing noodles, source / YouTube "food writer Wang Gang" is also a food blogger
Wang Gang is a professional chef
In addition to detailing the food-making process, Wang Gang's video will also give users tips on precautions and pitfalls that are easy to step on
After watching his video, you will have the illusion of the upper body of the kitchen god
Food writer Wang Gang's "boiled Meat slices" course, Source / YouTube in addition to the above three creators, Xiang Da Zhan, Tian Yue Tinrry and solar eclipse are also food video authors
"Xiangxiang Battle" is a gourmet and funny author, unpacking and dark cuisine are his characteristics
Xiao Xiang's fans told Burning Finance that watching Xiao Xiang cook is very "top"
"it doesn't matter what he does, just watch him dance
Very happy
" While "Tian Yue Tinrry" is a gourmet writer who mainly makes pastry and baking, the video of the solar eclipse is more close to young people, and his delicacies are more like "marshmallow brownies", "spicy lamb hooves" and "birthday pot"
In addition to more than half of the creators who mainly focus on food, there are also creators of film analysis such as "Yu GE Lai Movie" and creators of fashion life such as "Naomi'SexyCyborg'Wu" and "Saturday Ye" in addition to more than half of the creators of Xiaoxiangyuan / YouTube who are full of performance
"Qiu qiuqiu" is a beauty makeup creator
On YouTube, beauty makeup is already the Red Sea, and there are great differences in make-up styles at home and abroad, so beauty makeup accounts for a small proportion of the top 15 popular creators
Hao Jili, like Chang Le, is a foreigner who pays close attention to Chinese culture
He will focus on fitness and teach men how to be handsome
Grandpa Ah Mu is the older one of the 15 head creators
Like the craftsman Geng, he is a craftsman, but what Grandpa A Mu makes is more practical
Craftsman Grandpa A Mu's homemade Pig Page, Source / YouTube generally speaking, most of the popular author's content is very mature after combining background music, appropriate shooting tone and theme
The degree of completion of the work is very high, the editing has the right sense of comfort, and there will be no gap for the audience to stop
And they are basically continuous creators
Watch their videos, or enjoy new knowledge, or feel happy, very "kill time"
Who is fit to go to sea? The top Internet celebrities at home do not necessarily have super popularity abroad
If you compare the first echelon of online celebrities in China and the creators who are popular overseas, the degree of coincidence between them is very low
So, what kind of online celebrities are more likely to attract international fans and are more suitable for going out to sea? First of all, it should be unique enough
The elder brother in West Yunnan has 3
36 million Weibo followers, which is not large compared to other big Vs
Food blogger solar eclipse has 18
4 million followers on Weibo
However, the attention of the elder brother in western Yunnan is much higher than that of the solar eclipse
Fundamentally speaking, on the YouTube platform, the content of the solar eclipse is not as irreplaceable as the brother in western Yunnan
Whether in the domestic market or the foreign market, the uniqueness of the creative theme is one of the important factors if you want to join the first echelon
Secondly, strong Chinese style
Three of the top five most popular creators on YouTube are related to Chinese culture
Li Ziqi, West Yunnan Brother and The Food Ranger, show the delicious food of Chinese local life, the rich picture of Chinese urban life, as well as Chinese pastoral life and family life, filling the gap in the field of Chinese style on YouTube
Pictures from Li Ziqi video again, low language threshold
That's why gourmet products are created
The reason why the author is the most popular
Julie, head of Grape overseas Business Department, told Burning Finance that food is the most direct and effective category of all sea content
"Food is universal and is the lingua franca of the world
" At the Asian RISE Technology Summit held in 2018, Ono summed up his popularity for three reasons: enthusiasm, creativity and silent film performance
The core of non-verbal video content lies in actions and scenes, and creators don't need so much explanation or narration
In addition, the title and description of the YouTube video of Ono in the office are in English, further lowering the threshold for foreign viewers
In the video, she will also mark the key information in English to make it easy to understand
Finally, institutionalized operation
The new list has analyzed the reasons why Office Ono is very popular overseas: a large number of overseas users are UGC teams, and Office Ono is a PGC game, creating a UGC feel
In China, there are institutions and teams behind the first echelon of online celebrities
In addition, there are some institutions that specialize in providing overseas business services for domestic MCN
For example, WebTVAsia Grape Media is an Asia-based MCN organization
Its two main businesses are the introduction of overseas online celebrities and high-quality content, and the provision of overseas services for Chinese creators and brands on the other
Go to sea = YouTube? YouTube is the preferred platform for Internet celebrities and MCN organizations to go abroad
There are many overseas social platforms, but why is YouTube the most suitable for online celebrities to go out to sea? Jiang Xi, who is engaged in overseas marketing services, mentioned that the competition among foreign video websites is not as fierce as at home, and there are not so many "love Youtenmans (iqiyi, Youku, Tencent Video, mango TV) abroad
" when it comes to video websites, the first reaction is to think that YouTube, is basically in a monopoly state
Julie believes that, in addition to less options, YouTube is a very mature platform, its income distribution rules are more scientific
The creators' income on YouTube mainly comes from several aspects: on the one hand, it comes from Google's advertising, including video pre-patch, post-patch advertising, graphic advertising display, advertising marketing revenue after the formation of the brand
The other part is the copyright revenue, every video with original copyright will be recognized as an asset, and it is possible to bring profits if it is an asset
If your original song or picture is quoted by someone else, the other person will pay the copyright fee accordingly
" Julie explained
In addition, YouTube background data analysis tools are also more perfect
"these data can directly reflect the content output and design effect of each creator, and for creators, they can give timely feedback and guidance to their next creation
" According to Julie, YouTube has user profile data in the background, and domestic operators can use the dataAnd portraits to determine what tags, headings or language should be added to meet the needs of most fans
Generally speaking, the preferred destination for Internet celebrities to go out to sea is where there are many Chinese users, and overseas operators will focus on marketing resources in countries or regions where Chinese are concentrated, such as Southeast Asia, Canada and the United States
After expanding the Chinese community, and then to other regions, it is necessary to consciously add language assistance
In addition to the above benefits, YouTube has several other types of benefits, such as paid subscriptions, e-commerce, live rewards and so on
However, Jiang Xi stressed that these are not very suitable for domestic creators, and domestic creators who go abroad mainly rely on flow advertising
The reason for figure / Unsplash is that these domestic creators first rely on domestic platforms to produce content, and only a few people customize content specifically for overseas platforms
If creators want to increase revenue, they need to spend more energy
If creators want to do models such as paid subscriptions, they should regard YouTube as a main battlefield and spend more energy on maintaining users
And creative ideas and realization ideas are also different from simple going out to sea
"said Julie
The share of advertising on the YouTube platform is more reasonable compared to the proportion and mode of the domestic platform
Jiang Xi said, "We see a lot of YouTube mid-waist creators who can get some traffic and advertising revenue through high-quality original content, which not only improves their living conditions, but also brings a sense of achievement and supports them to continue their creation
It is difficult for domestic platforms to make a living by sharing traffic alone, and they have to rely on other ways of realization, but as a result, there are more flexible and rich ways of realization
Creators should not only do a good job in content, but also take into account advertising brands to attract investment, pay for knowledge or transform to the field of e-commerce
It has something to do with the emergence of a large number of live broadcast bloggers and even star live broadcasts in 2019
" Not everyone can go out to sea
Internet celebrities can be divided into four stages
In the first stage, MCN only uses overseas platforms as a distribution channel, and creators only need to retransmit the videos distributed in China; in the second stage, when the video has accumulated a share of advertising traffic, YouTube has become a new source of income; in the third stage, with the accumulation of overseas popularity, creators have a higher sense of achievement and mission, which in turn promotes creators to create
The fourth stage, the formation of IP, overseas to become a global brand, creators will further enhance the global influence and more global ways of realization
YouTube's rating of creators starts with 100000 fans
Creators of the order of 100000 will get a silver button, 1 million and 10 million will be distinguished by gold buttons and diamond buttons, respectively
In the eyes of practitioners, there can be more than 100000 subscriptions on YouTube
Among the class users, it is already a little famous; with more than one million subscriptions, it may be regarded as a national idol for a region with a small population; creators of more than 10 million levels mean that they also have a certain degree of influence in the world
Picture / Unsplash, however, "the creators of millions and tens of millions of fans of YouTube are not the same as the creators of the same magnitude on the domestic platform
" An industry insider said to Burning Finance and Economics
There are two meanings in this
The domestic means of operation are not fully applicable abroad
For example, a millionaire creator of a domestic social media platform can be easily achieved by the amount of brushing
For example, in China, through the title party or hot keywords, you can easily get traffic
But overseas, if users find that the text is not relevant to the topic, they will quickly check the customs
"so on the second level, you can also understand that every retained subscriber of the creator on YouTube has higher individual value, and the creator is more valuable in the minds of users who subscribe to his content
" The practitioner said
Jiang Xi said, "before this, some domestic MCN institutions have also tried to go to sea or are trying to go to sea, but in the process of going out to sea, they will find that some of the content will not be satisfied
" Many videos produced in the domestic environment are directly transported to overseas platforms, and the results are not good
Domestic MCN institutions have their own clear content attributes, and will produce content and operations for a specific platform, some are mainly Weibo-based, some MCN specializes in bilibili, and some MCN content is more suitable for Douyin and Kuaishou
Jiang Xi stressed that for YouTube, it also has a clear preference
YouTube is very sensitive to the length of time, the original high-quality content should be as long as possible, and the duration is also indirectly linked to the income of the creator
In China, the short video platform is the platform most frequently cooperated by most MCN institutions, while the short video platform wants the video content to be as short as possible, calculated in seconds
Similar to this, there are great inconsistencies in the content required by domestic and foreign platforms, resulting in a lot of content directly transported to sea and not very good results
Among the online celebrity writers who go out to sea, only Office Ono and Li Ziqi are far ahead in the number of fans, and more organizations are still in small-scale experiments, and their main energy and resources will still be in China's local market
In the short term, the pattern of MCN institutions in overseas markets will not change much, Jiang said
* the picture is from Unsplash
Jiang Xi is a pseudonym in the article at the request of the interviewees
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