Media content and online audience engagement practices on Youtube: Content analysis of videos by top eight Youtube foreign Influencers in China

Abstract

This article examines media content and online audience engagement practices by top foreign YouTube influencers in China. Driven by the theories of self-presentation and user-generated content, a content analysis of 80 videos by top eight YouTube foreign influencers in China was conducted. Descriptive statistics were used to analyze the data. The findings suggest that Vlogs were the dominant types of video content. They played a significant role in portraying influencers’ everyday life in China or perceptions of cultural differences between their own and Chinese cultures. As for the core promoting and encouraging viewer engagement practices, the influencers used sustaining practices to encourage the viewers to subscribe, like, or share their content. As for the core interaction with audience practices, the influencers used acknowledge audience practices to thank their audiences for watching their videos at the end of the videos. As for the core speaking styles, the influencers communicated with their audiences by using conversational styles in a normal speaking voice. The dominant language used by American, British, and German influencers was Mandarin. South Korean influencers mainly used the Korean language.

Managerial implications are provided for foreign influencers, marketers, or brand managers who aim to use influencer marketing to understand Chinese YouTube audiences and increase their attention.