Attention is the new gold, but how to mine it

Quick Summary:

In China, live stream selling has become a common norm among top influencers, with Crazy Little Yang Brother or Crazy Xiaoyangge, who also hosts e-commerce live streams, outperforming his peers with an annual net income of 3.21 billion Chinese yuan (US$451 million).

"The business strategy to monetise attention through e-commerce is economically feasible both in the short term and for the long haul,” says Tony Ke, Associate Professor of the Department of Marketing at the Chinese University of Hong Kong (CUHK) Business School.

The influencer marketing industry has seen exponential growth, expanding from US$1.7 billion in 2016 to US$24 billion by the end of this year, according to The state of influencer marketing 2024: Benchmark report by a social media research firm, Influencer Marketing Hub.

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Article Details

Author / Journalist: Advertising partner

Category: Business

Markets: Hong KongChina

Topics: Influencer Information Live Platforms Become Billion E-commerce Content Attention Commerce Marketing

Source Website Secure: Yes (HTTPS)

News Sentiment: Neutral

Fact Checked: Legitimate

Article Type: News Report

Published On: 2025-01-09 @ 00:00:09 (16 hours ago)

News Timezone: GMT +8:00

News Source URL: scmp.com

Language: English

Article Length: 304 words

Reading Time: 2 minutes read

Sentences: 8 lines

Sentence Length: 38 words per sentence (average)

Platforms: Desktop Web, Mobile Web, iOS App, Android App

Copyright Owner: © SCMP

News ID: 24978744

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