The surge in prevalence of live streaming in current times has been remarkable and the Chinese market has emerged as a dominant force in this thriving industry. The advent of social media platforms such as Tiktok and Kuaishou has resulted in escalated demand for content creators and hosts to captivate audiences and ensure their amusement. A highly coveted position in this realm is that of a Tiktok anchor or host; accountable for presiding over live broadcasts, connecting with viewers, and advertising commodities or services. This blog will delve into the realm of live streaming in China, delving into the prospects and obstacles of becoming a Tiktok anchor/host in this nation.
The Rise of Chinese Live Streaming
Live streaming has been popular in China for over a decade, with platforms like Youku, Douyin, and Kuaishou dominating the market. However, the COVID-19 pandemic has accelerated the growth of this industry, with millions of people stuck at home and turning to live streaming for entertainment and shopping. According to a report by China Internet Network Information Center, the live streaming market in China is expected to reach $11 billion in 2021, a 29.6% increase from the previous year.
One of the main reasons for the success of live streaming in China is the deep-rooted culture of “wanghong,” which translates to “internet celebrity.” These internet celebrities, also known as “Wang Hong Dai Li” in China, are social media influencers who have a massive following and influence over their audience. These influencers play a crucial role in promoting products and services on live streaming platforms, creating a new form of e-commerce called “wanghong economy.” Brands and companies often collaborate with these influencers to promote their products, making live streaming a highly profitable industry for both the hosts and the companies.
Roles and Responsibilities of a Tiktok Anchor/Host
Tiktok anchors or hosts are at the forefront of the live streaming industry in China. They are responsible for hosting live shows, engaging with viewers, and promoting products or services. The anchors must have a strong personality and the ability to attract and retain a large audience. They build a loyal fan base through their charisma, humor, and relatable content.
A typical day for a Tiktok anchor/host in China starts with planning the content for the live show. They work closely with their team to prepare a script, create attractive visuals, and source products for promotion. Once the show goes live, the anchor must engage with viewers in real-time, responding to comments and encouraging viewers to interact and make purchases. They also have to keep the momentum going, maintaining energy and enthusiasm throughout the show to keep the viewers engaged.
In addition to hosting live shows, Tiktok anchors/hosts have other responsibilities such as creating and editing promotional videos, managing their social media presence, and attending events and brand collaborations. They must also keep up with trends and constantly come up with creative and engaging content to stay relevant in this highly competitive industry.
Challenges Faced by Tiktok Anchors/Hosts
While being a Tiktok anchor/host in China may seem glamorous, it comes with its own set of challenges. The most significant challenge faced by anchors is the pressure to constantly create engaging content. With the increasing competition, anchors must come up with unique and innovative ideas to stand out and attract viewers. This can be mentally and physically exhausting, especially with the demand for daily or multiple live shows.
Another challenge faced by Tiktok anchors/hosts is the unpredictability of the industry. While they may have a dedicated fan base, viewers can be fickle and easily lose interest. This means that hosts must constantly evolve and adapt to stay relevant and maintain audience engagement.
Moreover, the intense competition in the industry often leads to copyright issues and the use of unethical practices such as buying fake followers or likes. This can result in a damaged reputation for the anchor and the brand they are representing.
Requirements for Becoming a Tiktok Anchor/Host in China
Achieving success as a Tiktok anchor/host in China requires a specific set of abilities and credentials. Fluency in Mandarin, the predominant language used on live streaming platforms, is crucial. Supplementary fluency in other Chinese dialects, like Cantonese, may also prove advantageous. Given the nature of live streaming, anchors must possess a bold and sociable demeanor, along with exemplary communication skills to captivate extensive audiences. Additionally, a degree in marketing, communication, or media studies may prove beneficial. Familiarity with popular e-commerce platforms in China, such as Taobao and JD, as well as a fundamental understanding of consumer behavior and trends, can also offer a competitive edge. Ultimately, an anchor must possess a profound understanding of social media platforms, particularly Tiktok, and possess the ability to generate compelling content for various channels.