Author Ren Dongmei Associate Researcher at the Taiwan Institute of the Chinese Academy of Social Sciences
As the Internet is deeply embedded in people's lives, a special group on the Internet - "Internet celebrities" have an increasing influence on society. In Taiwan, where the Internet rate for the entire population is as high as 90%, the influence of "Internet celebrities" cannot be underestimated. Taiwanese politicians have cooperated with "Internet celebrities" to increase their popularity, and even turned themselves into "Internet celebrities" to attract votes. In 2022, "Digital Times" magazine once again cooperated with the multinational AI company iKala to select the "Top 100 Most Influential Internet Celebrities" in Taiwan in 2022 through its AI Internet celebrity data platform "KOL Radar" with more than 80,000 exclusive AI databases. This list can give a glimpse of the changes in the "Internet celebrity" ecology in Taiwan in 2022.
The influence of the top 100 internet celebrities is amazing
According to KOL Radar statistics, the number of the top 100 internet celebrities in Taiwan only accounts for 0.12% of all internet celebrities in Taiwan, but they create 7.9% of the social media volume, which shows the amazing social media influence of the top 100 internet celebrities. In addition, AI semantic analysis technology was used to analyze the content of posts by the top 100 Internet celebrities on the three major platforms of Facebook, Instagram, and YouTube. It was found that among the top 100 "Internet celebrities" in Taiwan in 2022, as many as 70 had posted "food"-related content, which was the most among all types of topics; secondly, "outfits", "maintenance", "games" and "emotions" are also topics that many of the top 100 Internet celebrities are highly engaged in.
Popular keywords for the top 100 internet celebrities in 2022
KOL Radar statistics have compiled the TOP 30 keywords that appear most frequently in the posts of the top 100 internet celebrities in 2022. The most popular keywords are YouTube-related words, such as subscription, channel, YouTube and membership, etc. It shows that the audio-visual platform has a high degree of influence and is a platform that cannot be ignored for the development of "internet celebrities".
At the same time, KOL Radar also announced the top ten hashtags (Hashtags) among the three major social media platforms to understand the hottest social media topics in Taiwan in 2022. According to a KOL Radar survey, in the past year, the number of content topics related to the "epidemic" that the top 100 Internet celebrities discussed has declined, and has been replaced by "travel" type topics. This shows that in the post-epidemic era, as the borders of various countries gradually open up, the public is paying great attention to "tourism" and is very interested in it. Relevant practitioners can also actively grasp this trend and expand publicity through "Internet celebrities".
Short video and audio content has become the dominant social media traffic
IG After the Reels function was launched in Taiwan, the number of short video and audio posts showed explosive growth. According to KOL Radar statistics, the number of Reels posts in May 2022 increased by more than 918% compared to April. At the same time, Instagram's algorithm also allows Reels content to reach more unfamiliar audiences than ordinary posts. The traffic dividend will greatly increase the brand's social media exposure.
In terms of viewing rate, regardless of Instagram or YouTube, the viewing rate of short video and audio posts is higher than the average viewing rate of non-short video and audio content on the entire platform. It shows that short video and audio is not only full of traffic dividends, but also has great potential in social media effectiveness. It is a content form that brands and related demanders can actively develop in the future.
"Top 100 Influential Internet Celebrities" list rules and top ten list
KOL Radar cooperated with "Digital Times" to jointly select the "2022 Top 100 Influential Internet Celebrities in Taiwan". KOL Radar statistics the overall social media influence of "Internet celebrities" in Taiwan from June 1, 2021 to May 31, 2022. The evaluation indicators include: "KOL total number of fans on all platforms", "KOL "Increase of fans on all platforms", "Total interactive volume on all platforms", "Increase of interactive volume on all platforms", and give weight ratios to various influence indicators as the basis for the final ranking. It is a social media influence ranking list of "Internet celebrities" that comprehensively considers the number of fans on the "Internet celebrity" social media platform, the volume of social media interaction and its growth momentum.
Among them, the selection criteria for "Internet celebrities" must meet: 1. Among the three major social media platforms of Facebook, Instagram, and YouTube, the total number of fans on any of them exceeds 100,000; 2. Rising from online social media, relying on popularity and influence to attract readers and create revenue; 3. Actors, singers, hosts, etc. who have made their fortune in traditional media and are still active in the entertainment industry are excluded.
The final top ten "Internet celebrities" in Taiwan in 2022 are: 1. Rice Shine (co-operated by "Internet celebrity" couple Zhou Yun and her South African husband Jin Gai Dzingai, sharing interesting life stories of a family of 6) 2. Cai Aga (a veteran YouTuber in Taiwan) 3. Iris (whose real name is Lu Xinyu, now the second member of the "Rebellious Boy") members) 4. Multi-weight (co-operated by the couple Jia Ning and Andy teachers, mainly for pranks, unboxing, and daily life) 5. This group of people (composed of a group of graduates from professional drama classes in Taiwan, mainly creating comedy short films) 6. Cat Cat Bug ( Cat Cat Bug Kapo Bugcat Capoo, a comic character created by Taiwanese cartoonist Yara, is a little blue monster that looks like a cat and an insect. It usually has 6 legs, and the number will change depending on the situation. It is violent, curious, and cute. It was originally a self-created character serialized by the author in the Bahamut video game information station. He later won the short story championship in the 2015 LINE Webtoon comic competition, and in LINE. The Webtoon serialization ended in March 2020, and the short comics and animations are now being serialized on Facebook and YouTube) 7. Nico Pinyun Kim Kyungyeop [That Couple] (Run by the "Internet celebrity" couple Zhang Pinjun and Lin Jingye, they mainly share the daily life of the couple and the parent-child interaction with their children) 8. Zhen Sprite (formerly known as Fang Qiyuan, female model) 9. Vivian Xie (female model, hot mom) 10. Lao Gao and Xiao Mo MrMrs Gao (run by Lao Gao and his wife Xiaomo, who were born in Dalian City, Liaoning Province, are YouTubers for talking and popularizing science. Lao Gao joined a Japanese company after graduation, moved to Japan in 2004, and moved to Singapore in 2021 due to work reasons).
