The future of work: millennials and Gen Z pick online KOL opportunities over traditional jobs - no more office nine-to-five
- Uploader is a new profession in China – it describes KOLs who post videos online, amass huge followings and secure sponsorship from businesses
- One in five young people interviewed for a report on the future of work quit traditional jobs to work online
Jin Qu is a fashion appraiser. He rates brands on their prices, fabrics and production quality – and all on social media.
The 36-year-old says he helps consumers make informed decisions when it comes to buying clothes. “Some new brands have good quality products, but no one has ever heard of them,” he says. “Some sell for inflated prices because of celebrity promotions. Some claim they have the latest fashions, but were [actually] trendy three decades ago.”
“My business – making videos and producing products based on my designs – is a one-man-band,” he says. “When looking for sneaker recommendations, young people no longer turn to traditional media. They are more willing to see posts by influencers.”
Jin is one of a rising number of young people who have left their jobs in traditional workplaces for new professions powered by social media and online marketing.