INFLUENCERS
Banbo Kitty
Let's Face It, All Cats Are Relevant UL RIKE G R E T ZE L , P H . D
Banbo Kitty, the self-proclaimed coolest cat on TikTok China (Douyin), is a chubby, grey cat with a collar featuring a golden ornament that resembles a sheriff badge. Banbo Kitty sometimes wears outfits and frequently shows off mirrored aviator sunglasses. Produced by Wow Comics and published by Bixun Culture Media, Banbo Kitty has amassed a considerable following on the platform. Besides being a cat (and therefore being of obvious relevance), Banbo Kitty represents multiple trends that will continue to shape the communication landscape: TIK TOK CULTURE: Having penetrated mainstream North American and European culture during the pandemic, TikTok culture will continue to drive trends in the social media world. Banbo Kitty rocks to his own pop songs or to classics like Queen’s “We Will Rock You,” challenges audiences to dance competitions, and stars in short stories that capture attention and provide “byte”-sized entertainment. TikTok culture has not only created fierce competition for other platforms but has led to a widening
78
RELEVANCE REPORT 2021-22
generational gap in social media usage. Universally relatable characters like Banbo Kitty and their spreadable content serve as important bridges. VIRTUAL INFLUENCERS: Maybe the most relevant person of 2022 will not be human at all. Recent advances in AI have propelled CGI-related possibilities. At the same time, the work of social media influencers requires new levels of creativity to attract eyeballs, and is ever more subject to regulation and increasingly shaped by the demands of brands. Virtual influencers are uniquely able to bridge the creativity-brand requirements gap. Banbo Kitty joins other animalistic virtual influencers like Puff Puff (@itspuffpuff ) and Noodle (@noodle_ and_bun) in their quests to create loyal followings. Their persuasiveness (rooted in baby schema that results in cuteness perception) combined with expanded message and branding possibilities make them serious competition for human influencers and human-like virtual influencers like Lil Miquela.
