Li Jiaqi is known as a male beauty blogger, gaining 800,000 followers on Tik Tok and Weibo(Chinese popular social medias). He reportedly beat Jack Ma, the co-founder of Alibaba Group, in a lives-treamed platform on Singles’ Day by selling 1,000 lipsticks, while Jack Ma only sold 10 during the same period. Another record Li Jiaqi made is, on 8 of March(Queen’s Day in China), making 23,000 deals with earning 3.5 million yuan($508,668) in a five-and-a-half-hour livestream-show with 190,000 viewers. Now he can earn more than 10 million yuan ($1.4 million) a month.
What a legend！！！
How did Li Jiaqi make it?
Li Jiaqi effectively utilizes the power of social media to get huge number of audience. The data from Sensis Social Media Report show the largest proportion(91%) of social media users are for catching up with family and friends, following for entertainments(36% sharing photographs or videos, 28% watching videos, 18% playing games) and information collecting(35% on news and events, 16% on particular brands or business, 8% reviews or blogs about products). Here indicates three main motivation of social media consumers: entertainment, social connection, and information. Li Jiaqi found a big commercial opportunity in providing information. He tried a large mount of lipsticks and shared his evaluation with expertise of cosmetics.
- Novel Things — He posts heaps of videos where he applies various colors lipsticks. It is funny to watch a man trying lipsticks, but surprisingly, this lipstick man is more attractive than women applying lipsticks. In addition, Li Jiaqi keeps saying “OMG”, “AMAZING” as his favorite phrases, which is quite easy to catch attention.
- Expertise — The funny thing don’t guarantee to maintain the audience. Li Jiaqi used to work as a cosmetics count-seller, he has comprehensive knowledge about cosmetics. He will try every single lipstick and tell you different texture, different effect, even different color match with different image.
- Being trustworthy — You may be funny and has expertise in some area, but you might be seen as a seller of one brand. Li Jiaqi introduces various products and brands. He criticized some lipsticks of well-known brands like Chanel and YSL, also gave a high value of some inexpensive lipsticks. It is showed than Li doesn’t stand by any brand and it looks like evaluation is fair enough.
Li Jiaqi use his professional knowledge to attract audience on social media. You can find your way to get attention from social media’s users, that’s a big commercial opportunity.