In China, two live-selling creators earned 255 million USD from short video repurposing
In an era where safeguarding one's digital territory is the norm, Crazy Brothers Yang chose a different path that led to extraordinary results.
Mention "content repurposing" to successful creators, and their typical response is one of dismissal or condemnation. This reaction is rooted in the fear of diluting their brand and relinquishing control over their hard-earned creations.
However, "疯狂小杨哥," also known as "Crazy Brothers Yang," defies these expectations. As China's top-tier creators and among the most successful live-selling influencers on Douyin, China's TikTok equivalent, the brother duo not only welcomes repurposing but actively empowers others to do so.
The outcome? In 2022 alone, they amassed an astonishing 1.87 billion RMB (255.6 million USD) in revenue exclusively from content repurposing.
Crazy Brothers Yang's success story in live-selling began with their unconventional "reverse product promotion" technique. The traditional product promotion process involves explaining the product's advantages and guiding the audience toward making a purchase. However, they deliberately take a different approach, infusing humor by orchestrating amusing mishaps with the products through exaggerated performances. Then, they skillfully employ persuasive language to "twist the plot" and encourage viewers to place orders.
Their live-selling success generated an explosion of repurposed videos from their live broadcasts on short video platforms in 2022. Some merchants extracted clips from their live broadcasts, edited them, and added links to products they aimed to sell, all in an effort to entice viewers into making purchases.
By all logical expectations, Crazy Brothers Yang, as the original content creators, should have reported and condemned these "content pirates." However, they adopted an entrepreneurial stance and found a way to turn this situation into a lucrative opportunity.
Crazy Brothers Yang authorized select users to repackage their live broadcasts. These users could promote products under their name with the condition that they share the profits.
The results were nothing short of astounding. In 2022 alone, Crazy Brothers Yang amassed an astonishing 1.87 billion RMB (255.6 million USD) in revenue exclusively from content repurposing.
Their creative mindset didn't stop there. By April 2023, Crazy Brothers Yang unveiled a dedicated app designed exclusively for live-selling video clipping services. To obtain the coveted right-of-use, users had to complete specialized courses and pass a rigorous 30-question examination through this innovative platform.
Crazy Brothers Yang's unconventional approach toward repurposing began with a profound realization in the ever-evolving landscape of e-commerce. While most live-selling creators viewed content repurposing as a potential threat, they recognized it as an opportunity for innovation and collaboration.
For other creators, Crazy Brothers Yang's story serves as a valuable lesson. It illustrates that embracing content repurposing can lead to unprecedented success and open new avenues for collaboration. By empowering others to share their content, creators can expand their reach and enhance their profitability. In a digital landscape that constantly evolves, this narrative highlights the remarkable potential of thinking beyond traditional boundaries and forging symbiotic partnerships in the pursuit of success.
In the words of an old saying, "If you can't beat them, join them."
Great story! The value of repurposing is still somehow not seen by a majority of people. I'm hoping more content like yours will change that.