PAPI: successful female influencer
Papi, who is a female influencer become popular in 2016. Firstly, she operated her account only on “Sina Weibo”， sharing funny-style videos every Monday. In her video, she plays different roles by herself, the story is always between the staff and the boss or daughter with her mom. Recently, she started sharing videos on “TikTok” and “Red” as well. There are also some changes to her video content, she started to share something more related to her personal life, and her team member engaged in her video as well.
Compared to her contemporaries at the time, Papi was more focused on content creation than good appearances. Papi did not interpret too much of the material for a single event, but rather rose to a high level and created it for the phenomenon, so that is why, as we look at it today, Papi’s videos are still not out of date. Individual events can be time-sensitive, but certain phenomena can be long-lasting. For instance, she presented how the young generations feel embarrassed during Chinese New Year when confronting their relatives. Most of the audience has similar experiences and has deep resonance with her video. Furthermore, since Papi chooses to elevate an event to a phenomenon, it is hard for other influencers to imitate her video. As the phenomenon has already been stated, once others tried to introduce the same thing, netizens may find bored with repeated content.
Papi’s personal characteristics are in line with what the current audience expects from a public figure. With the increasing number of marketing techniques and the pursuit of quick money for netizens, Papi has always presented an authentic, grounded image to her audience. Firstly, Papi builds her personal image more likely as a common officer rather than an influencer. Even though she has become famous, she does not take on a lot of advertising. In 2020, Papi started to share her personal belongings with her team member on the internet. She did not introduce the products with very professional terms or rhetorical language. Instead of that, she shares her kind opinions in short sentences, which supports the audience finding that Papi is very genuine. Since Papi’s group member has engaged in these videos, the whole team deliver a very friendly atmosphere. In the videos, they are more like friends rather than colleagues. This kind of relationship is what most of the young generation looking forward. Consequently, the audience finds more similarities between themselves with Papi and feels closer to Papi. However, although Papi keeps sharing videos with beauty products, the audience takes this kind of video to relax rather than trying to find something good from her due to the lack of professionalism.
To sum up, Papi continually delivers high-quality videos to the public. It is undeniable the videos stating a phenomenon are updated less frequently. As more and more people start to spout off about a certain phenomenon that resonates with everyone, including the increase in talk shows. This kind of video becomes more competitive and harder to create something new and unique.
