Influencers Find New Market in Chinese Social Media
Introducing the Golden Land Full of Opportunities for Content Creators and Influencers
This article was originally published in CGTN America.
All rights are reserved to CGTN America.
Full Interview URL: https://www.youtube.com/watch?v=pY4bH3cFiKo&ab_channel=CGTNAmerica
Influencers are looking to make an impact in China. Since 2019, the global influencer market has more than doubled, hitting a record 21.1 billion US dollars in 2023. The bustling digital landscape of China with its 1.4 billion people offers a world of opportunity. Key opinion leaders, or influencers in China attracted over 810 million active users on platforms like WeChat in 2022.
International creators are striving to enter this market, with the Chinese multi-channel Network platform adoba providing the needed support. John Ko, lead of global business from adoba, highlights the success of a South Korean Creator ‘Hey Jini’ who was able to almost triple her following.
Stink demographics and con types find their space on different Chinese platforms. WeChat is at the forefront, with Douyin, the Chinese version of tick tock boasting over 604 million users. “Chinese platforms all have different characteristics and different viewers. For example, if you’re a gaming creator or if you’re a music or dance creator, those kind of content are very popular on a platform called bilibili, which is very similar to YouTube. It is the place to go for the MZ generation. On the other hand, if your content revolves around vlogs or DIYs, then your content will fit a platform called Xigua video which is operated by ByteDance, which is also similar to YouTube.”
The sheer size of the Chinese market also presents opportunities to establish unique niches. “Maximize your content use and also connect with a lot of fans and Chinese platforms because all those Chinese platforms have different viewers and preferences on categories. So why not reach out to all those global fans in China?” For influencers in the west seeking new opportunities, the Chinese market may well be the next frontier in digital influence.
