In China, when it comes to Internet celebrities, e-commerce, game endorsements, and public accounts are the first words that come to mind. In April 2016, Baidu Zhidao launched a big data report on Chinese Internet celebrities and released the “China Internet Celebrity Rankings for the Past Decade” for the first time. The big data showed that Annie Baby, Sister Furong, and Wang Sicong ranked in the top three, and the news that Tmall seller Lirenlizhuang bid for Papi Jiang’s 22 million advertising space was undoubtedly the hottest topic in the domestic Internet celebrity circle in 2016. With her unique operation and publicity capabilities, Papi ranked ninth on the list. Papi Jiang is also trying a multi-platform operation strategy, and content, media, and network promoters are the three major elements of her success. Papi Jiang’s new channel on YouTube is a new media marketing event that creates history.
In foreign countries, the development pace of Internet celebrities is faster, and professional Internet celebrities appeared earlier and more. Most of the more famous foreign Internet celebrities started uploading videos in 2006 and 2007, while most of the companies or individuals who carried out these initiatives in China emerged after 2010. Compared with domestic ones, foreign Internet celebrities seem to have more insights in originality. Personality is always their goal and direction.
Foreign Internet celebrities not only regard Internet celebrity live broadcast as their career, but they are more like “lifestylers” who know how to enjoy life and stick to their true lifestyle. At the same time, they maximize their interests and even let the whole world play with them through online live broadcast.
The following qualities are required to become an Internet celebrity:
Quality 1: Possess a skill. Foreign Internet celebrities turn their interests into hobbies and even into a great career. Italian cosmic blogger Chiara Ferragni is not only good at clothing matching, but also has a good business mind. She has 6.3 million fans on Instagram alone. She has her own design team, created her own brand, and started to interact with fans at a deeper level
Quality 2: Appearance and figure are important, but not necessarily important. Appearance and figure are definitely required courses for domestic Internet celebrities. Friends who have watched the live broadcasts of Internet celebrities will find that Internet celebrities wear heavy makeup and their packaging methods are almost the same, while foreign Internet celebrities are very different. Regardless of their body shape, they can always find out what they are proud of. Fashion broadcaster Leandra Medine has a big face, freckles, and dark skin, but she is the favorite of various fashion editors and photographers. She is naturally not as good-looking as other Internet celebrities, but she has her own style and has a high level of insight in clothing matching. At the same time, she can show clothes of different styles and colors to the fullest.
Quality 3: Only when you have your own style can you be considered to be fun. Show your own style to the extreme.