Short and sweet, the new craze for the video generation

MAGNIFYING PERSONALITIES

As for the viewers: "You can be attracted by the vlogger's good looks or attitude, maybe even his or her voice," says Hans, adding that a vlogger's personal charm is magnified through the medium.

"While a photograph captures a moment, the vlog records a soul," says Sun Dongshan, adding that the appeal lies in the personality of the vlogger.

A pair of eye-catching yellow sunglasses makes him stand out in his videos. "The glasses create an energetic and humorous atmosphere and are very much loved by the younger audience," Sun says. For his 100th vlog, he visited the Madame Tussaud's Wax Museum in Shanghai and put his yellow sunglasses on the faces of the wax models of celebrities. It was one of his most popular videos.

Vlogs make viewers feel like friends rather than fans. They narrow the distance between the vlogger and the audience, he says.

In contrast to Sun's humorous personality, Si Ling is more like an amiable friend to her viewers.

"I am Si Ling, a girl you might meet when you are shopping, eating or watching a movie, a girl who might be your classmate, colleague or friend of a friend," she says in one of her videos.

Defining her vlogs as "local" videos, the 24-year old says she is trying to deliver a message to her audience about her positive attitude to life.

"I'm just an ordinary girl who likes to record her life in Beijing and I am trying to bring positive energy to society while doing what I am passionate about," she says.

Chen Kangna is seen by viewers as a sunny personality who is optimistic about life. His vlogs are mainly about his trips with his girlfriend and his daily life with their two dogs. He receives lots of feedback saying his vlogs have helped viewers arrange their own trips.

"I hope to show a positive and optimistic attitude toward life and encourage others to go out and see more of the world through my vlogs," he says.