Unlike traditional stars, online micro-celebrities regularly share their private lives through social media, using Insta Stories and Snapchat to build a sense of intimacy. Live-streaming app Bigo Live goes a step further, letting fans show their devotion with a system of gifts and one-on-one chats.

Around 200 million people in China have a live-streaming account. For some, watching others’ daily existence has become a way of life, whether that’s seeing someone eat noodles or witnessing a prankster set his car alight. What’s behind this social media sensation? And why is it so addictive?

With the volume of content increasing and attention spans dropping, entertainment brands are under pressure to find new ways to engage with Gen Z. With 2.5 million subscribers on YouTube, Brat has succeeded in creating original TV shows that are relatable and available to an audience on-the-go.

The phrase “social media influencer” likely conjures up a specific image: a young, conventionally beautiful man or woman promoting weight-loss tea through #sponcon on your Instagram feed. Instagram, in particular, has long been the domain of the young and glamorous but, as ideals of beauty and celebrity continue to shift, a new wave of social influencer is taking shape. People are seeking out content from different groups of people, from Boomers subverting social norms around ageing, to young women who weight train, to the stars of reality TV who are sharing every detail of their lives on social media. In an age of hyper-accessibility, people are following influencers who more closely represent them and their interests.