What makes Chinese influencers leave home to make live videos on the streets of wealthy neighborhoods

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Videos show groups gathered to make lives on social networks such as Douyin, the version of TikTok for China. The strategy is to use location resources to attract larger donations from local residents. Influencers gather on the streets of wealthy regions of China in an attempt to earn more money with lives Reproduction / Twitter People sitting on the street with cell phones, “ring lights” and microphones: this is the scenario that was recorded on a famous street in China, where they gather to broadcast live on their respective social media profiles. Videos that show a street full of streamers, as people who make live videos on the internet are called, have been all over the place this week. They were published on the profile of Chinese youtuber Naomi Wu and have more than 6 million views. Initial plugin text According to Naomi, the streamers could make the videos from their homes, but they choose to go to the streets of rich regions of China to earn more money with the lives. “What is happening is that they are playing with the location feature. Streaming platforms allow users to search for local content – richer neighborhoods mean greater contributions”, said the youtuber. The strategy is to tag the location in the live videos in an attempt to promote them to people who live in these neighborhoods. Viewers, in turn, can pay small amounts each to send special stickers that turn money to whoever is doing the transmission. In the evaluation of influencers, residents of wealthy neighborhoods are willing to make contributions in higher amounts. But platforms do not confirm that content has more visibility in a location due to the use of the location feature. Initial plugin text Lives are made by popular social networks in China such as Douyin and Kuaishou, local versions of TikTok and Kwai, respectively. Nai Nai, one of the influencers, told the Spanish newspaper El Mundo that she earns 24,000 yuan a month (about R$ 18,000 on February 15, 2023) with lives made from the street and the sponsorship of a brand. Broadcasts of it are made in the Huangpu district of Shanghai and shared by Douyin, where Nai Nai dances, does voice-overs and interacts with her followers. According to her, her lives reach an audience of about 1 million people, on average. Influencers use cell phones, computers, reflectors and microphones in their live broadcasts on the streets of China Reproduction/Twitter Safety in the lives According to Naomi, many of the women have day jobs and, therefore, only go out at night to do the lives. At first glance, the schedule is more risky, but the presence of many people with cell phones gives the feeling of security. “It’s not unsafe, there are so many live streams that a pervert would be caught instantly,” said Naomi. She also denied the idea that women working on the street is a bad thing. “People sitting comfortably under cover and working safely outdoors for tips? What kind of horrible dystopia is this?”, she quipped. With the largest population in the world, China is also an important market for influencers who want to profit by promoting products to their followers. A survey by the Chinese consultancy iResearch showed that the country had 1.23 million streamers and 617 million users of live video platforms in 2020. According to the survey, 66.2% of these users decide to buy a product after watching lives.

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