Last year, Chinese vlogger Papi Jiang made headlines around the world for selling an ad spot to the e-commerce beauty platform Lily & Beauty for the price of $3.4 million. The astonishing cost of the ad demonstrates just how influential China's online influencers are becoming.
The ad for the Shanghai-based e-commerce firm was offered to Jiang due to her massive, 11.8 million followers on the Chinese social media platform Weibo. While Jiang is known more for her sarcastic take on Chinese life than beauty tutorials, the vlogger's personality has made her a powerful voice for advertising brand such as Lily & Beauty.
The collaboration between Jiang and Lily & Beauty reveals that vloggers and other online influencers are a primary source of beauty news for many Chinese consumers and that they are becoming an increasingly a popular way for brands to promote their products.
Vlogger-Starring Beauty Campaigns
Chinese Vlogger Papi Jiang is Set to Star in a Lily & Beauty Ad
Trend Themes
1. Rise of Influencer Advertising - Brands are recognizing the power of online influencers, like vloggers, in reaching and engaging with their target audience, leading to increased investments in influencer advertising.
2. Shifting Consumer Behavior in China - Chinese consumers are relying more on vloggers and online influencers for their beauty news and product recommendations, creating opportunities for brands to tap into this trend through strategic collaborations.
3. Increasing Influence of Social Media Platforms - Social media platforms, such as Weibo, are becoming important channels for brands to connect with their target consumers in China, pushing for the development of innovative advertising strategies.
Industry Implications
1. Beauty and Cosmetics - Beauty brands can benefit from partnering with influential vloggers and leveraging their large online following to promote their products and reach a wider audience.
2. E-commerce - The rise of influencer advertising presents e-commerce platforms with the opportunity to partner with popular vloggers, like Papi Jiang, to enhance brand visibility and drive sales through targeted online campaigns.
3. Advertising and Marketing - As influencer advertising gains traction, advertising agencies and marketers can explore creative ways to collaborate with vloggers and harness their influence to create impactful campaigns for brands.