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Inside’s Multimillion-Dollar Strategy To Incentivize Video Content


Inside’s Multimillion-Dollar Strategy To Incentivize Video Content

Chinese e-commerce juggernaut has announced an investment of 1 billion yuan ($138 million USD) to incentivize video content creation on its platform.  

The incentive program allows top creators across 20 categories to receive up to 30,000 yuan ($4,150 USD) in weekly bonuses. In addition to cash payouts, promises “to amplify the reach of such content through algorithms, traffic coupons, and other means.” has also earmarked 5 million yuan ($692,000 USD) in monthly bonuses for multi-channel networks – agencies that help influencers grow and monetize their social media presence. These payouts are contingent on the networks delivering a certain number of creators to the company’s platform.

The investment reflects the explosive growth of video-driven e-commerce in China. cites data from the China Netcasting Services Association, which reveals that in 2023, 71.2% of Chinese internet users made purchases directly from watching short videos or livestreams, up from just 42.7% in 2022. was an early adopter of live shopping, launching it in 2016, months after e-commerce rival Alibaba’s Taobao marketplace.

The e-commerce giant states it is “actively preparing to incubate the top creators” and plans to anoint its first 100 top performers by year-end. “This initiative builds on the substantial growth witnessed in JD’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration,” the announcement reads.

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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