Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Who is your favorite elderly KOL on social media and why?
社交媒体中你最喜欢的老年KOL是谁?为什么?

Xiaoxiang Cao
Account Manager / We Are Social

社交媒体的核心用户还是年轻人,能火起来还是要被年轻人接受和喜爱。局座张召忠作为一名退役海军中将,努力融入年轻人,对于调侃能一笑而过,展现了极大的包容性。不过涉及才艺或生活点滴的老年KOL很难保持热度,但面向年轻人的科普可以获得持续的关注。

Social media is foremost for young people, so obviously, an elderly influencer must get accepted and liked by them to be successful. @局座张召忠 (Zhaozhong Zhang), a retired Navy vice admiral, connects with this much younger audience with a self-deprecating and humorous style while showing a more personal side of himself. It is hard for elderly KOLs who only shows talents or life moments to stay popular, however, sharing interesting insights that can engage the audience is more likely to be followed more consistently. 

Reece Xiang
Senior Account Executive / We Are Social

@我是田姥姥
永远开朗乐观的心态、毫不做作的亲切感,在加上东北人天生的幽默感,即使是隔着屏幕,也能透过一个个短视频感受到那份快乐与亲切。

My favorite elderly KOL is @我是田姥姥,an elderly woman who shares her life with her grandchildren. She has a very outgoing and positive personality, making her closely relatable to younger people. Also, in combination with the typical sense of humor that Northeasterns typically have, her videos deliver so much joy and happiness to everyone. 

Regina Zhou
Account Executive / We Are Social

我最喜欢的老年KOL是抖音上的“奶奶”(ID:weixiunainai)。第一次看见她是在汉服走秀中身穿明代中国传统服饰,因此收获了很多人的喜爱。作为前京剧演员,在形象上她可视作典型的和蔼中国奶奶,在内容上她的短视频制作精良贴近当下热点,在精神上她传达了一种积极向上、追逐潮流的前卫精神。在老年人的身份框架中,以自身优势为核心,在国风穿搭赛道上打造出独特的个人IP。

My favorite older KOL is "grandma" (ID: weixiunainai) on Douyin. The first video I saw of her showcased her in a traditional Chinese clothing show, wearing a traditional Chinese dress of the Ming Dynasty which won many people's love. As a previous Beijing Opera actress, her personality is typically kind and elegant. Her style is positive while capturing a fashion avant-garde spirit. With her fashion sense that other elders can be inspired by, she has great opportunities to create her own fashion brand.

Cassie Ma
Account Executive / We Are Social

最喜欢的老年KOL是耀阳他姥爷。以有趣的生活方式为视频的主体,幽默的东北方言和生活中围绕在身边的孙子孙女,都令人感到十分温暖。且该KOL的穿搭以及语言表达方式与印象中保守的老年人较为不同,更有利于年轻人接受且产生共鸣。在繁忙的生活中,令人开怀一笑的视频,不失为一种愉悦身心的解压方式。

My favorite elderly KOL is @耀阳他姥爷, who post uplifting and amusing life moments together with his grandchildren. His Northeastern dialect and life together with his grandchildren make the content very heartwarming. Also, his style of clothing and way of communication is very unique compared to the general perception of the elderly being conservative. He is more acceptable among young people and easier to resonate with them. As the audience, it's enjoyable to take a step away from my busy life and relax together with his videos.

Momo Man
Creative Group Head / We Are Social

马未都,观复博物馆创办人及馆长。
他虽不是多么专业的历史学家或收藏大咖,但对自己有清楚的定位,懂得如何通过“老北京式风格”,打造鲜明的个人特色。用通俗易懂的方式,传递文化信息和历史故事,引导大众更加深刻的了解华夏文化。

Ma Weidu, the founder and curator of Guanfu museum, is my favorite elderly KOL on social media. Even though he is not a professional historian or collector, however, he positions himself very clearly as a typical local Beijing native that is very characteristic and vivid. He uses an easy-to-understand way of communication to deliver cultural and historical stories to his audience, helping people to shape a more comprehensive understanding of Chinese culture.