The surge of live-streaming and e-commerce in China has given rise to a new generation of young influencers, with children and teenagers quickly becoming internet sensations. Many of these young stars, often discovered by chance when parents began posting videos for fun, have amassed millions of followers and impressive earnings. Today, they are reshaping digital marketing and online entertainment in China.
Bo Ge Wei Wu
One of the most popular child influencer accounts on Douyin is “Bo Ge Wei Wu,” featuring two brothers from Heilongjiang province. Wang Jianbo, 10, and Wang Yibo, 8, have gained over 17.3 million followers with their heartwarming sibling interactions. Jianbo’s iconic line, “Why are you being so harsh?” when defending his younger brother, has endeared them to fans. Their short videos, often showcasing family moments, can earn them up to 320,000 yuan (US$45,000) per minute-long clip.
Xiao Sutang
Xiao Sutang, a 5-year-old girl from Jiangsu province, has also captured hearts with her adorable looks and playful personality. With 1.75 million followers, her resemblance to actress Yang Mi has made her a fan favorite. Xiao has appeared in several TV shows and her fun, lighthearted videos fetch up to 50,000 yuan (US$5,000) for sponsored content.
Liu Gege
Known for her sweet looks and viral “Jellyfish” hairstyle, 10-year-old Liu Gege from Hunan province boasts 8.6 million Douyin followers. Her distinct hairstyle, which combines a short top layer with longer strands, has become a fashion trend among fans. In addition to her stylish appeal, Liu’s energetic jazz dance performances have earned her adoring fans. Her advertisement rates range from 80,000 yuan (US$11,000) for short videos to 180,000 yuan (US$25,000) for longer content.
Wang Nanhao
At 15, Wang Nanhao from Zhejiang province is an educational influencer who shares his insights into parenting and education with his 1.7 million Douyin followers. Wang’s videos often offer practical advice on how to create a positive learning environment for children, drawn from his own experiences. His ad rates on Douyin can reach up to 80,000 yuan (US$11,000) for video promotions.
These young influencers have become key players in China’s digital landscape, earning substantial incomes and changing the way brands approach online marketing.
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