Monetizing operations, expanding audiences chief objectives of marketing firms in post-coronavirus economic revival
Ms Yeah, a Chinese influencer famous for videos in which she cooks up dishes using everyday office supplies and equipment, has made a name for herself on online platforms, where she has over 10 million subscribers.
The 26-year-old, known by many as “the office chef”, has made a wide range of elaborate meals at her office desk, ranging from Sichuan-style hotpot to giant potato chips. She has in effect taken the concept of a business lunch to a whole new level.
Delivering high-quality videos is made easier for Ms Yeah thanks to her professional behind-the-scene team that helps her with digital rights management issues and translating content for her official Japanese and Korean language channels.
Collab Asia, a spinoff of United States-based digital influencer network Collab, provides Ms Yeah and many other content creators with services such as channel management, branded content consulting and digital rights management in order to expand audiences and better monetize content. In 2019, it closed a $7.5 million Series B funding round led by South Korea-based Gorilla Private Equity.
“Today, user-generated content, especially professional content, is getting more and more popular worldwide. And we’re dedicated to helping those creators not just with our local audiences but helping them reach the rest of the world as well,” said Raffi Kamalian, head of Collab Asia’s China unit.
Channels under Collab Asia management encompass a wide range of fields including beauty, lifestyle, comedy, food, gaming, music, education, pet care and sports. It said it generates over 4.5 billion monthly views on social media platforms globally.
“We actually provide multiple things for Chinese mainland creators, especially taking online celebrities, or
, to have a presence on some channels,” Kamalian said.
So far, it is looking at a wide range of Chinese platforms such as Bilibili and iQiyi. And since last year, it has also focused more on short video platforms including Douyin and Kuaishou.
“Within the Chinese mainland market, we’ve seen around a 300 percent increase in the last six months, and there’s still quite a lot of growth potential,” Kamalian said.
Collab is just one of the many companies betting big on China’s emerging online entertainment market.