Amateur comedian and former online video producer Zhu Yi recently become a full-time vlogger.

Every week, the 28-year-old makes two or three short video blogs, or vlogs. While this type of video content originally appeared on US platform YouTube, they have become increasingly popular in China in the last year, with a number of Chinese websites hosting this new content genre. While there is no strict definition for what constitutes a vlog post, it’s widely agreed that the creator generally shares details of their personal life.

Online video platforms and tech giants alike are looking for “the next big thing,” and some see great potential for vlogging in China. Hoping to seize the initiative, websites such as Bilibili and Sina Weibo have begun rolling out incentive schemes to provide vloggers with additional exposure, advertising commissions, or even cash subsidies.

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Wei Sheng

Wei Sheng is a Beijing-based reporter covering hardware, smartphone, and telecommunications, along with regulations and policies related to the China tech scene. Before joining TechNode, he wrote about...