This article comes from the WeChat public account: Cultural Industry Product Review (ID: whcypl) , author: Xia hope, from the title figure: vision China
In recent years, there have been many foreign Internet celebrities, but only Guo Jierui, who can be affirmed by CCTV and entered the CCTV live room. Not only that, on domestic mainstream social networking sites such as Zhihu, Weibo, and B stations, many domestic popular celebrities and foreign celebrities have been strongly criticized. Netizens called it a money-selling goods, and public opinion almost fell to the ground. Guo Jierui.
What kind of charisma does Guo Jierui deserve to be so popular with Chinese netizens? What kind of business value is worth digging out in such high-quality foreign Internet celebrities?
Since 2016, many foreign celebrities have settled on Chinese short video platforms. At first, these foreigners simply shared their lives in China, but slowly the trend began to change, and some Inferior Internet celebrities who love China.
A Russian named Vlaf, who has more than 6 million followers on Douyin, is the earliest group of Douyin foreigner V. His video titles and content are relatively single, basically one. I was surprised to admire how good China is.
There is also an anchor named Bart Bart, who has more fans than Dou Vlaf on Douyin, reaching more than 10 million. He is smarter than the former in praising China. His way is to adapt some Chinese classic songs such as “Singing the Motherland” and “Red Flag Gone with the Wind” into English songs to express his love for China.
These two are relatively content-oriented, and some internet celebrities ca n’t even bother with content, just change the id to a foreigner who loves China.
In addition to Guo Jierui, there are many high-quality Internet celebrities currently active on domestic video platforms, such as Gao Yousi, which has become popular in 2017.
He led more than 20 people, including some domestic students, and launched the “Cross Nut Research Association” column, which interviewed foreigners in China on the street. The video quality was similar to that of Guo Jierui, and they all followed a rational interview route. There is no bias towards any country, and there is no one-faced one.
There is also the Big Bear Sur who is stationed in the B station this year. He is also a Russian. Big Bear Sur does not praise China as exaggerated as Volaf, but simply shares the life status of his own big bear. Quietly become a cute pet blogger.
Gao Yousi and Big Bear Sur belong to neutral foreign bloggers. The development of this type of foreign influencers in China is relatively stable and will not fluctuate. The road is very stable. They can completely free themselves from foreigners. Identity, to attract viewers with real content.
There is also a category of internet celebrities who have a strong interest in Chinese culture. For example, Dashan, a long time ago, once studied cross talk with Jiang Kun. Ten years ago, it was regarded as the most popular among domestic and foreign internet celebrities.
This kind of net red bones really like China. They are attracted by Chinese culture and are essentially different from today’s money-savers.
Multinational celebrity cooperation has already begun
Foreign Internet celebrities are not new, and cross-border online celebrity cooperation has already happened, such as the well-known anchor Bell Greer ( (Beiye) once recorded a reality show “Follow the Bell to Adventure” with Oriental TV. In addition, in 2018, B station also bought the copyright of Discovery, which introduced the show of Beiye to domestic audiences.
This kind of copyright cooperation is very basic. It can be a direct purchase of the program, or it can cooperate to shoot the program together.
Another kind of advertising cooperation is more common, like the cooperation between Beiye and Land Rover, and the heroine of “Aegis Agents” became popular in China. The Chinese name was Wang Keying, which was also received at the time. A lot of mainland advertising.
Advertisement directly hired by boss
However, this kind of pure advertising cooperation is not very good, it can only be regarded as a regular operation in the influencer cooperation. It is really popular, and it is also a very popular practice in recent years. It is to find foreign influencers for variety shows.For example, Gao Yousi has participated in variety shows such as “Let’s Speak” and “The Youth of the World”, and Lang Lang’s wife, German Gina Alice, once appeared in “Everyday Up”.
This variety of variety gameplay can maximize the affinity, so that the audience can feel the “foreign spirit” most intuitively.
Among them, the most promising is the dry goods sharing variety show, that is, “World Youth Talk”, “Informal Talks” and other programs. The latter is an example. “Informal Talks” invites 11 per issue Young people from different countries participate in the program, discuss current hot topics, put forward their own insights, and let the audience fully feel the differences and collisions of cultures between countries.
The popular nature of such programs points out a key point. The biggest attraction of foreign celebrities to domestic audiences is their sense of labeling across national borders. For example, in international impressions, it is generally believed that French cuisine is the most romantic and German machinery is the most sophisticated. The Japanese staff are the most loyal, and each country has its most attractive impression label. The strength of variety shows is to show the perfect side of these labels to the audience.
Localization of foreign celebrities: two directions you can try now
Foreign Internet celebrities who can become popular in China can be roughly divided into two directions:
1. Extreme sports
Whether it is a domestic short video platform orOn foreign YouTube channels, viewers have a high degree of interest in stimulating outdoor sports or videos that challenge the limits. For example, there are many large bloggers on the B station in China that use exaggerated eating and broadcasting as the main selling point. People like Jing Hanqing and Xu Dasao usually use some exaggerated bridges to attract attention.
△ Jing Hanqing has bathed in 100 bottles of toilet water and even eats ten pounds of nails >, He Niu Huanxi sashimi and other extreme themes
Although domestic short video platforms are not lacking such fresh and exciting content, most of the shooting scenes are limited to eating and broadcasting and small outdoor activities, lack of real extreme sports, and this is YouTube Overseas. What the Reds are good at.
Taking the previously popular Internet celebrity oath as an example, in June 2019, oath egg released a series of wild survival challenge videos, each video played an average of about 3 million, some videos even reached In addition, more than 6 million views.
