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Understanding the rising popularity of China’s rural influencers


Beginning in 2016, China saw the sudden and meteoric rise of the short video social media platform Kuaishou 快手. The app had been quietly accumulating a following since its launch in 2011, focusing on half-organic, half-algorithm-driven growth and ignoring traditional media and influencer marketing altogether. The strategy worked, and as of 2018, it was sitting on a registered user base of over 700 million people, with 100 million daily active users. What makes it unique among Chinese apps is not its feature set, but the demographics of its user pool, which is comprised of a higher percentage of rural and…

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