Chinese Internet celebrities who are popular on YouTube

Original author of Burning Finance and Economics (ID:rancaijing) | Editor Yan Lijiao | Zhou Yifan's "Li Zi is super hot in 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 YouTube China author data collected by the third-party statistical platform Social Blade, remove the institutional creator, YouTuThe top 15 online celebrity creators in China on be 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 source / YouTube "The Food Ranger" 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.

It's just fun to watch him dance.

" And "Tian Yue Tinrry" is aA gourmet writer who mainly makes pastry baking; the video of the solar eclipse is closer to young people, and his delicacies are more like "marshmallow brownies", "spicy lamb hooves" and "birthday pot".

Xiao Xiang, who is full of performance: source / YouTube, 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", as well as creators of fashion life such as "Naomi'SexyCyborg'Wu" and "Saturday Ye".

"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 authors' 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.

This is why food creators are the most popular.

Grape seed overseas industryJulie, head of the department, told Burning Finance that delicious food is one of the most direct and effective categories 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, there is user profile data in the background of YouTube, and domestic operators can judge what kind of logo should be added according to the data and portrait.

Sign, title or language 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, it can subscribe to more than 100000 subscribers on YouTube, which is already a little famous among vertical users.

Read more than a million, for a region with a small population, may be regarded as a national idol; creators of more than 10 million levels mean that they also have a certain 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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