(Yicai Global) June 21 -- Papi Jiang, China's biggest online celebrity known for her short videos, will serve as Baidu app's chief content officer, the company said on its official microblogging account. The move represents a new phase in China's cyberstar economy.

Jiang Yilei, nicknamed Papi Jiang, graduated from the department of directing of the prestigious Central Academy of Drama in Beijing. Labeling herself as "a woman possessing both beauty and talent," she became China's No. 1 cyberstar in 2016 by releasing satirical short videos, poking fun at everyday topics.

Papi received CNY12 million (USD1.8 million) in funding from ZhenFund and Luo Zhenyu, founder and host of the online social issues talk show, Luoji Siwei, Logical Thinking in Chinese, in March 2016. But both investors withdrew their investments six months later.

Chief content officer is a new position created in online short video companies in recent years. A CCO is mainly responsible for developing a company's content strategy and carrying out content marketing campaigns, and oversees content cooperation, media library, content investment and monitoring.

Another well-known CCO is Ma Dong, a famous online host who became CCO of Baidu's iQiyi, China's most-viewed video service, in late 2012.

Editor: Mevlut Katik