As brand marketers know, self-made video stars are an increasingly important source of influence, especially among young, digital-native consumers. With that mind, Bizarre Video Channel of the Week, a new regular feature produced in partnership with Thoughtful Media Group, presents an odd but successful video channel. Our aim is to provide intelligence about what consumers are watching—as well as a bit of Friday fun.
Channel: Lucky Wang Xiao Qiang (王小强爱喝酸奶)
Total Views: >3.1 million
Channel subscribers: 35,000
Active since: March 2013
Number of videos: 62
Channel home page
Some of Wang Xiao Qiang's (王小强) fame can be attributed to the popularity of drag-queen personas in Chinese social media. But what really makes him stand out is his unique way of mocking hit TV series.
Playing all the characters himself using an exaggerated acting style and frequently ridiculous props, he makes fun of popular series such as My Love From the Stars (as in the video above, his most popular at nearly 500,000 views). Even fans of the shows that are being skewered love his interpretations, which highlight the illogical plots and melodrama.
The audience appears to be largely teenaged, with about 80 per cent below 29 years old. He scores well with both male and female audiences.
(Apologies for the unskippable ad in the Youku video above. -Ed.)