In today’s Chinese social media platforms, silent content renovation is happening. Not by the top movie stars or celebrities, and also not by the popular brands in China. But the content creators who always get ignored by traditional public relations. This slight change in the digital campaign to the public.
Some of those creators live in small cities rather than big cities like Canton, Beijing, or Shanghai. Those creators may be workers who just got into the new company; they do this to build their brand for organizations. It could be the factor of the worker or the retired grandparents. They are not using filters like the movie, but not the scripts. They film down their life itself. It might be the angles of themselves or the people around them. They might only have a few thousand followers or ten to a hundred thousand followers. But those people will stick with them and interact with the creators.
For example, there might be a 65-year-old grandpa trying the new fashion things among young people. Or there might be a construction worker doing a vlog about his daily work life. Or even the rural area creator talking about how to make rural area food.
All those creators show trust, relatability, and mutual connection to the public. So, after they receive the trust from the netizens, they will start streaming and selling their business products. This is why most people like to shop on those video streaming platforms. Instead of celebrities, they will trust more those creators who are on the same level as the public. They are willing to listen to someone who is “the same as me” kind of person talk.
So, more and more brand companies are realizing that instead of spending vast amounts of money on a popular trend star, they will invest more and choose the “chill” with hella speaking power content creators.
Mostly, those creators like to participate in product tests. For example, before they sell food, they eat it first and test it with a professional team. They also receive feedback and give it to the netizens who support them. So this is the type of communication of “users are also collaboration partners” types of business.
Content creators are not “bench players” but the new stars of social communication.
Tim’s Blog 