Chinese Social Media Influencers: How do they Succeed on Social Media Platforms?

Abstract

This paper explores the cultural economy of social media influencers (SMIs) and their motivations for success. We interviewed 15 SMIs with 100,000-500,000 followers across Chinese platforms. Our findings show that accidental influencing often initiates SMI careers, motivated by mental, survival, and enthusiasm needs. Contrary to previous research, most influencers do not believe multi-channel networks (MCNs) aid success. Successful SMIs require talents such as network sensitivity, innovation, and persistence.