Learn from foreigners using videos to market Taiwan: See the world from a different perspective, and the content output will be very different
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Picture: A group of foreign YouTubers who love Taiwanese culture and vigorously promote it. From left: Tianya & Wawa’s family of three, LoganDbeck Xiaobei, Xu Huangxu, General Manager of YouTube’s Greater China and South Korea Strategic Partnership, Summer Xiaitian, and Teacher Iku.
If you often stick to YouTube, I believe you must have seen many popular YouTuber channels in Taiwan, such as [Howhow](https://www.y outube.com/user/jasonjason1124) or Adi, their channels have hundreds of thousands of subscribers, and some can even exceed one million. Following the popularity of entertainment or learning YouTubers, Taiwanese [professional knowledge YouTubers] (https://www.contenthacker.today/2018/02/fans-economy-youtuber-part2.html) have gradually emerged, indicating that Taiwanese audiences’ preference for video content has gradually developed into relevant knowledge or explanations in various types of specific fields.
Interestingly, films shot in Taiwan attract not only Taiwanese people to watch. According to YouTube statistics, in 2017, more than half of the viewing hours of Taiwanese channels came from overseas. Since last year (2017), foreign YouTubers have successively taken root in Taiwan and established video channels that combine personal characteristics and Taiwanese culture, quickly attracting a large number of viewers and subscribers between Taiwan and their home country. They use their own style to “sell” Taiwan to the people of their home country, hoping that more viewers can come to Taiwan to experience Taiwanese customs in person.
The following are foreign YouTubers recommended by YouTube Taiwan who are successful in operating in Taiwan, as well as the special content they focus on developing. What is worth learning is how foreign friends can reinterpret the bits and pieces of life that everyone is accustomed to from another perspective and produce passionate content.
Nationality: South Korea
Started YouTube channel: 2016
Number of channel subscribers: more than 100,000
Total video views: 7.3 million+
The petite Xia Tian originally came to Taiwan for a study tour, but eventually fell in love with Taiwan, so he began to shoot a large number of videos related to daily life in Taiwan, such as introducing his tasting experience of various products in Taiwan [convenience stores] (https://youtu.be/_hRsA9hJH0c), so that Korean people can understand the characteristics of Taiwanese drinks and snacks. Xia Tian specially added Chinese and Korean bilingual subtitles, hoping that Korean people can watch the film and learn Chinese, and at the same time, after watching the film, they will want to visit Taiwan.
Summer Project plans to make more videos introducing Korea to Taiwanese audiences in the future, so that Taiwanese people can have a better understanding of Korea.
Nationality: Russian
Started YouTube channel: 2016
Number of channel subscribers: more than 30,000
Total video views: more than 3 million
Sam and [Tanya and Wawa] (https://www.facebook.com/tanyatanyawawa/), a family of three from Russia, jointly operate this channel. The reason why he started operating this channel was initially to give the dolls a space to perform. On the other hand, Sam saw that some Taiwanese people thought Russians were unfriendly and wanted to change their impression, so he used videos to introduce Russian culture to let the Taiwanese people understand it.
Wawa also wants to run her own channel independently in the future, and hopes to get support and help from other Taiwanese classmates to shoot videos of them having fun together.
Nationality: United States
Started YouTube channel: 2017
Number of channel subscribers: more than 190,000
Total video views: 17 million+
Xiaobei, an American student from the United States studying at Changchun Normal University, has been in Taiwan for about a year and a half and loves the scenery and food of Taiwan very much. He especially likes to drink rice milk and emphasizes that he is already Taiwanese. Xiaobei used videos to record the scenery and cultural activities across Taiwan, such as the just-concluded Dajia Mazu tour, where he excitedly mingled with the local people.
Xiaobei plans to continue photographing various cultural activities and scenery in Taiwan, such as temple fairs. He will also continue to try various Taiwanese dishes, such as chicken feet and stinky tofu, and introduce them to American audiences one by one.
Nationality: Japanese
Started YouTube channel: 2017
Number of channel subscribers: more than 80,000
Total video views: 3.4 million+
Mr. Iku, who came to Taiwan to teach Japanese and also worked as a publishing editor, has now resigned from his original teaching job and became a full-time YouTuber in Taiwan. He plans to use the channel to teach Taiwanese viewers Japanese and dialects from various parts of Japan.
In addition, the Tohoku Tourism Development Unit of Japan has hired Mr. Iku to introduce the scenery of Tohoku, Japan (https://youtu.be/RIHtT_14bss) to the Taiwanese audience, becoming an alternative tourism promotion ambassador.
Learning: See the world from a different perspective, which makes a big difference in content marketing
These foreign YouTubers are full of enthusiasm for the details of life and culture in Taiwan, introducing and explaining activities or things that Taiwanese take for granted from a new perspective. Not to mention that audiences from the home country will find it fresh and interesting, but Taiwanese audiences can also view their beautiful local culture from these new perspectives and re-understand Taiwan.
In the Content Hacker Lecture, I have emphasized to everyone that when we plan content marketing for our own products, we often only start from the internal perspective, that is, we think of content from internal perspectives such as corporate culture, product features, and founder characteristics. In fact, it is easy to get stuck.
What we can learn from these foreign YouTubers is how to look at their own products through an external perspective. For example, by observing from the perspective of consumers, suppliers, and media of different age groups, you may be able to discover special perspectives that you have not seen before, and produce content that is interesting to audiences of different ethnic groups!
★ Image source: YouTube news materials, Fabius Chin
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Further reading
- The fan economy is in power, YouTube launches a content marketing offensive (Part 2): Performing in mountains and seas, professional YouTubers go all out to attract fans
- As the fan economy takes over, YouTube launches a content marketing offensive (Part 1): Seizing the business opportunities of niche loyal fans, professional knowledge-based YouTubers are growing stronger
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