During the recent Singles’ Day shopping frenzy, Li Jiaqi has again proved his influences as an online celebrity, attracting millions of viewers to his live broadcast on the e-commerce platform Taobao. Dubbed “iron-lipped man”, this male beauty blogger in his 20s once tested over 300 types of lipstick on his lips in a seven-hour live video streaming. His effort and competence earned trust from his audience and makeup brands. It took him less than a year to increase his bank balance to over 10 million yuan.
The success of this online celebrity demonstrated the significant impact of a group of people: influencers. An influencer, in this specialized use, refers to a person with the ability to reach a huge audience and persuade others to act based on their recommendations. Not from the entertainment inidustries like traditional celebrities, an influencer may be anyone from a blogger to a celebrity to an an online entrepreneur.
Most influencers make a living on social meidia. Based on their established credibility in a specific industry, influencers monetize their influences by sharing sponsored social media posts, becoming a brand ambassador and starting their own business.
In fact, influencers have a long history in marketing. Initially, companies signed endorsement deals with compelling figures like TV stars and athletes to help sell their products through television and radio ads. The rise of social media has created a new class of celebrity and some of them have seized the opportunities to translate their massive followings into millions of yuan each year. However, if you take a look behind the scene of the wonderful influencer lifestyle, uncertain incomes, performative vulnerability and the hustle for sponsorship can take a toll. Some influencers have quit their social media platforms due to the rise in competition and psychological strain.
“In the business world, influencer culture is already an established force,” according to Kevin Roose, a writer for The New York Times. As influenncer marketing moves forward, the key to success will still be a greater sense of trust and credibility between brands and consumers.
demonstrate v. 展示
entrepreneur n. 创业者
endorsement n. 广告宣传
take a toll (on) 产生恶果