In a digital age, where younger generations are engrossed in the latest app or viral trend, one might be surprised to find that it’s not just the youth captivated by online celebrities. China’s elderly population is becoming increasingly enamored with short-video influencers, many of whom boast tens of millions of fans. These influencers, often young and charismatic, provide solace to their older viewers with their charming smiles, engaging expressions, and digital performances against serene countryside backdrops.
Consider “Xiucai,” a male blogger on the Chinese short-video platform, Douyin. Since his first video in 2020, he has amassed a following of 10.54 million, with many of his videos crossing the million-likes threshold. Remarkably, a substantial portion of these fans are elderly women, some of whom have created fan groups where they share photos of themselves alongside their digital idol to uplift one another daily.
On the same platform, “Yixiaoqingcheng,” whose name translates to “charming smile,” boasts 17.74 million fans. Most of her videos surpass a million likes, offering glimpses into the immense popularity she enjoys among the older demographic.
To the younger generation, the magnitude of their parents’ admiration for these influencers might come as a surprise. The devotion parallels their own fervor for contemporary pop singers or movie stars. Such large followings naturally translate to significant profits for these top livestreamers, which has triggered concerns.
Some observers fear the financial implications for elderly fans, who might be spending significant portions of their pensions on virtual gifts for these online celebrities. The concern isn’t unfounded. Recently, a scam operation exploiting elderly fans of a famous actor was exposed, where victims had been deceived into donating substantial amounts – in some cases over $27,460.
Platforms have tried to combat these fraudulent practices with protective measures like pop-up warnings, safety verifications, and caps on virtual gift pricing. However, the reality remains that many elderly fans are more than willing to spend their money. To them, these videos offer a precious reprieve from feelings of isolation and loneliness. A fan of Yixiaoqingcheng, for instance, expressed that her content brings them relaxation and joy, without any ulterior motives.
With over 280 million Chinese citizens aged over 60 by the end of 2022, the emotional needs of the elderly are becoming more pronounced. It’s essential to understand that beyond financial and medical support, they seek emotional comfort, companionship, and a sense of security. Often living alone after their children have moved away, the genuine human connection they crave might sometimes be found in the digital world.
It’s heartening to see younger generations expressing empathy for their elderly counterparts, recognizing their need for digital companionship. They’re finding ways to bridge the digital divide, like teaching their parents how to take better pictures on their phones. Meanwhile, it’s vital for the elderly to explore real-world social avenues, such as community social groups or attending local senior institutes, to foster connections both online and offline.
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