Staff Reporters
May 23, 2014

Bizarre Video Channel of the Week: Mr Xiao Mao

In this weekly feature, Thoughtful Media Group points out and attempts to explain a surprisingly successful video channel. This week: Mr Xiao Mao's beauty secrets.

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: Mr Xiao Mao (小茂聊护肤)
Total Views: 3 million
Channel subscribers: 5,000 
Active since: July 2013
Number of videos: 16
Channel home page

If you find it hard to believe that the No.1 skincare video channel in China is hosted by a guy, you'll be really surprised to hear that his audience is split nearly 50-50 between women and men.

Mr. Xiao Mao's content is certainly less bizarre than last week's Bizarre Video Channel of the Week. In fact, his videos are soothing, with his calm voice and relaxing background music. Mostly he talks about how to put on a facial mask properly or how to take advantage of expired cosmetics.

He does like to play a nonsense joke at the end of each video, like giving skincare advice to Barack Obama. But perhaps what makes this channel 'bizarre' is that if you look through the videos and follow all his advice on each and every detail—how to wash your face in the right way, how to shower properly, how to put teh right kind of water on your face with a right-hand gesture and so on—your daily skincare rituals will probably occupy 12 hours. Yet thousands of people regard his advice as bible and leave him messages seeking solutions to their skin problems.

Mr Xiao Mao is a reflection of the fashion and make up industry in general, as more and more males are involved and willing to spend time doing product research.

He is also proving popular with brands. Even though he has only released 16 videos, brands including Figs & Fouge and Melvita have become his clients.


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