On December 23, Charles Zhang posted 64 updates on his personal Sohu video account. This flurry of activity followed the conclusion of the 2024 Sohu Fashion Awards the day before. Many of Zhang’s updates included interviews and interactions with celebrity guests from the event. Outside of such occasions, Zhang typically shares 30–40 posts daily.
Charles Zhang is the founder, chairman, and current CEO of Nasdaq-listed Sohu.
According to 36Kr, Zhang manages his Sohu video account entirely by himself, without support from employees. His bio underscores this hands-on approach, emphasizing that all updates and interactions are personal and unassisted.
Zhang views his role as an influencer as a natural extension of his entrepreneurial identity. At various public events, he has highlighted the importance of adapting to the trends of short videos and independent media in today’s business landscape.
Over the past two years, numerous founders—beyond those in inherently social media-driven companies like Sohu—have taken up the influencer mantle. For example, in response to the double reduction policy, Yu Minhong led New Oriental’s pivot to live commerce, often featuring a team of teachers. Early in 2024, Zhou Hongyi, who once referred to himself as a “washed-up veteran entrepreneur,” redefined his public persona by posting multiple short videos daily, frequently appearing on trending lists. Similarly, Lei Jun, steering Xiaomi’s automotive ventures, has amassed nearly 36 million followers on Douyin, China’s counterpart to TikTok.
Authenticity is key
Each of these entrepreneurs has cultivated a distinctive formula for sustaining long-term influence in the digital age. In a media interview last November, Zhang shared with 36Kr that the secret to staying relevant as an influencer lies in being authentic and engaging while offering genuine value to the audience. Summing it up succinctly, he said, “No pretending, no arrogance, just realness.”
Zhou Hongyi shares a similar ethos, reflected in his Sina Weibo bio, which in Chinese reads: “No pretense, no arrogance, a little quirky.” Lei, meanwhile, has earned widespread acclaim for his approachable and unassuming demeanor, which resonates deeply on social media. Among Xiaomi fans, a recurring joke is that Lei should “go solo” as a full-time influencer—an idea that has only increased engagement and interaction with his posts.
Each entrepreneur has tailored their personal style while adhering to these shared principles. Lei, for instance, posts polished, high-production-value videos featuring product demonstrations, inventive angles, seamless editing, and relatable humor. However, the meticulous effort involved means he doesn’t post daily.
In contrast, Zhou’s videos are raw and straightforward, often shot as close-up selfies where he delivers commentary on trending topics. His knack for identifying hot-button issues has garnered significant attention. Over the past year, Zhou has weighed in on events such as the release of Black Myth: Wukong and WeChat’s new contact management feature, frequently being one of the first to comment. In April 2024, Zhou spearheaded a viral car trade campaign, offering to exchange his Maybach for a domestic new energy vehicle. Within a day, his post turned into a mini-event among Chinese automakers. Reflecting on the experience, Zhou humorously described himself as “a mouse in a rice jar, unsure which grain to eat first.”
Unlike most entrepreneurs active daily on platforms like Douyin, Xiaohongshu, or Sina Weibo, Zhang has chosen Sohu as his primary stage. While promoting company initiatives is part of his strategy, Zhang appears genuinely committed to his role as an influencer.
Years ago, Zhang candidly admitted that many of his high-profile activities, such as mountain climbing or marathon running, were primarily intended to promote Sohu’s business. In 2003, to publicize Sohu’s SMS service number “6666,” he climbed to an altitude of 6,666 meters on Mount Everest, quipping, “I won’t take another step beyond that.”
In recent years, however, Zhang’s influencer pursuits—such as teaching physics classes or launching an IP program featuring entrepreneurial stories, life choices, and contemporary opportunities—appear to reflect his personal interests and a broader life philosophy centered on curiosity and “embracing the chaos.”
Speaking about his physics lessons, Zhang has often said that returning to the subject keeps him accountable while fulfilling a long-held curiosity. “Back in school, I didn’t study physics well because of the pressures of exams. Later, driven by interest, I revisited the subject, delving into the four branches of mechanics, quantum mechanics, and more. I’ll keep streaming physics lessons, maintain my unique style, and continue exploring.”
Similarly, after completing a swim across Weihai Bay in September 2024, Zhang remarked, “Life is about embracing challenges,” calling it a vital part of his identity as an influencer.
Entrepreneurs: Are they cost-effective ambassadors?
Not every company can align its founder’s personal interests with its business goals, enabling the founder to double as an influencer. Yet, the rise of short videos and live streaming has demonstrated significant marketing advantages for businesses leveraging their founder’s personal brand.
In July 2024, the Hurun Research Institute unveiled its list of the top 100 rising influencers of the year, placing New Oriental’s live stream brand, Oriental Select, in the top ten. This recognition came just three years after the company pivoted into the competitive live commerce space. Despite stiff competition, Oriental Select carved out a niche, thanks in large part to Yu Minhong’s prominent personal brand.
In December 2024, Lei Jun announced in a short video that Xiaomi’s SU7 electric vehicle model had surpassed a cumulative delivery of 100,000 units since its April 2024 launch, with 20,000 units delivered in November alone. The announcement reinforced the strong synergy between Lei’s influencer activities and Xiaomi’s market performance.
Similarly, Zhou recently shared an update on Qihoo 360’s artificial intelligence-powered search product, reporting 287 million user visits in October 2024—triple the traffic of Perplexity AI. Zhou credited part of this success to the visibility generated by his personal online presence. His efforts have not only built public trust but also strengthened relationships with government and corporate partners, while boosting awareness of Qihoo 360’s offerings, such as AI-driven search tools and office applications.
Zhou has openly acknowledged the strategic role of influencer dynamics in business. On Sina Weibo, he wrote: “I study influencer economics because the way users consume information has changed. To understand this landscape, you have to dive in yourself. Entrepreneurs like Lei of Xiaomi and Richard Yu of Huawei are legendary influencers. I want to learn from them, represent Qihoo 360, and save the company advertising costs.”
At the Yabuli China Entrepreneurs Forum in February 2024, Zhou reiterated his belief in the power of personal branding: “This is the age of influencers. I’ve even asked Yu Minhong to mentor me on becoming a better influencer, posting diligently every day.”
Entrepreneurs hold sway
At Sohu’s 2024 annual finance forum, Zhang emphasized the critical role of entrepreneur-led marketing, calling it “an incredible opportunity of our time” to promote products with minimal costs. “Being an influencer is part of an entrepreneur’s spirit,” he said, underlining the value of personal branding in today’s business landscape.
Recent data from Newrank supports this trend. Its November 2024 rankings of entrepreneurs by IP influence on Douyin placed Lei at the top for another consecutive month. Lei shared 25 videos in November—double his output from October—and amassed over 14 million likes. His content continued to spotlight Xiaomi’s vehicles and ecosystem products, reinforcing his position as a leading influencer.
Zhou secured the second spot with 66 video posts in November, attracting 406,000 new followers. One standout video, where Zhou discussed strategies for making money, garnered 1.17 million likes and contributed significantly to his growing audience.
Yu Donglai, founder of Pangdonglai, climbed 35 spots to rank third. His rise was fueled by a policy announcement in November 2024 requiring simple weddings for employees while banning dowries and large wedding banquets. The policy resonated widely online, enhancing Yu’s visibility and sparking conversations about workplace culture.
The report highlighted how entrepreneurs are increasingly leveraging social media to share products, narratives, and opinions, providing alternative pathways for corporate visibility. It predicts that more founders will continue to build personal brands, positioning themselves as their companies’ most effective and affordable ambassadors.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Wang Hanyu for 36Kr.