Since ancient times, human beings have made progress in the pursuit of knowledge, and how to acquire knowledge more efficiently is an eternal topic in the process of human development.
Short videos are becoming a "learning artifact" for young people today.
Subsequently, the video platform also ushered in a new inflection point of consumption upgrade from entertainment content to knowledge content.
On April 23 this year, on the Reading Day, Kuaishou Xinzhi launched an interactive activity with the theme of "I am reading the world in Kuaishou". Many creators brought their works online, and the Kuaishou pan-knowledge business conducted in-depth interactions with users.
Subsequently, on April 28, Kuaishou released the "2022 Kuaishou Pan-Knowledge Content Ecology Report" (hereinafter referred to as the report), redefining the connotation and extension of knowledge.
As a summary of its pan-knowledge business for a year, the report reveals the answer: how does short video allow people to regain knowledge?
"Pan-knowledge" once again stood on the forefront of the industry.
Kuaishou breaks through the pan-knowledge track with practicality
On the one hand, there is the emergence of a nationwide learning boom, and on the other hand, knowledge is spread on the Internet platform in a more valuable way.
Stimulated by both supply and demand, in recent years, major platforms such as Station B, Douyin, Kuaishou, Baidu, and Zhihu have increased their knowledge content layout.
More importantly, the epidemic has thoroughly stimulated users' attention and demand for knowledge-based video content.
Whether it is the content mode of station B, the traffic logic of Doukuai, or the search logic of good-looking videos, they all have their own strengths and weaknesses.
But Kuaishou always insists that "knowledge" is dynamic and more practical.
In fact, a person's growth process is inseparable from the learning of knowledge and skill improvement, and the exploration on the road of knowledge never stops.
In our traditional impression, learning knowledge is boring and static.
After the explosion of information and the more convenient access to tools, knowledge is no longer just Chinese, mathematics, and English in schools, nor is it just scripted in textbooks.
In Kuaishou's definition, knowledge is becoming ubiquitous.
Short videos and live broadcasts have broken the barriers between online and offline, so that knowledge is no longer limited to dozens of offline classrooms, and at the same time, it has achieved a balance between professionalism and popularity in the combination of knowledge and publicity.
The report shows that in the past year, the number of pan-knowledge content broadcasts on the Kuaishou platform increased by 58.11% compared with 2020, and there were more than 33 million pan-knowledge live broadcasts throughout the year.
It can be said that Kuaishou has become a veritable pan-knowledge learning platform.
The reasons behind it are based on the background of the times. After experiencing the entertainment video dominance earlier, users have gradually advanced from pure entertainment needs to entertainment and rational needs, especially the rational demand for truth and knowledge. The requirements for the hardcore level of the content are also getting higher and higher.
Every seemingly inconspicuous common sense you have may be new knowledge that others have not understood.
As a pan-knowledge learning platform, Kuaishou provides a more convenient and three-dimensional learning and communication space for everyone.
The report shows that in the past year, on average, one out of every three Kuaishou users has watched Kuaishou Xinzhibo (the Pan-knowledge live broadcast IP launched by Kuaishou last year).
Different from the narrow sense of learning content for exam-oriented education, the scope of pan-knowledge content is broader - as long as it improves personal knowledge and skills, and helps in daily life, it is included in the content. Inside.
Whether it is sports and health, food travel, real estate and home furnishing, or interest in learning, dressing and beauty, culture and art, cars, etc., relevant knowledge creators and users gather here for knowledge sharing and interaction.
Follow various knowledge-based video bloggers to learn pan-knowledge content, which has been integrated into everyone's daily life.
For example, in the module of "Big Questions in Life, Kuaishou Has Answers", Kuaishou proposed key words such as love and marriage, investment and financial management, parenting tips, and workplace skill packs.
In addition to the major issues in life, all kinds of small problems in life can also be solved in one stop.
How to make a good dish, how to repair a broken mobile phone, how to avoid pits when buying a house and a car?
These life lessons can also find satisfactory answers in Kuaishou.
For example, "Doctor Shang" (@shangshu TALKING) on Kuaishou put gastroenteroscopy and surgery on the live broadcast room, reminding the old irons to simply judge the minor symptoms of gastroenterology in daily life.
Among the creators of Kuaishou sharing pan-knowledge content, there are not only well-known academicians, experts and scholars, but also experts from all walks of life, folk masters, and thousands of ordinary people.
Agriculture anchor Chen Houwu runs 13 acres of apple orchards, is the technical guide of dozens of small farms, and has his own set of high-quality fruit management techniques.
After the Spring Festival in 2019, he made a short video of his knowledge of growing apples and shared it on the Kuaishou platform; the welding pony also chose to share his 15 years of experience in the welding field with his fans through Kuaishou.
Technicians like Chen Houwu and Riveting Welding Pony, their knowledge comes from the accumulation of work, and has more practical application value.
Short videos accelerate the advent of the era of inclusive knowledge
From animal bones to bamboo slips, papyrus to the Internet, the iterative development of media has greatly reduced the cost and difficulty of knowledge dissemination, and realized the transfer between different generations.
"Pan" refers to the horizontal dimension, that is, it involves a wide range, but it is by no means general, and has a strong professionalism.
In the past few years, major platforms have scrambled to lay out "knowledge zones" and compete for top scholars and experts, and the knowledge payment model once emerged.
However, formal knowledge payment is highly "elitist".
After getting the APP, Dong Chenyu, a lecturer at the School of Journalism, Renmin University of China, a communication course, a management course, Ning Xiangdong, a professor at the School of Economics and Management, Tsinghua University, and Zhang Xiaoyan, a deputy dean of the PBC School of Finance, Tsinghua University. Although these contents are of high value, the threshold is relatively high, and it is difficult to meet the demand for unlimited and low-cost supply of public knowledge.
Today, the rise of short videos is breaking the traditional pyramid structure of knowledge dissemination, and knowledge content has gained unprecedented mobility. People only need to spend a few percent of the offline price or even pay to obtain professional knowledge.
On the one hand, it benefits from the more intimate and convenient knowledge dissemination on short videos, which also makes it easier for people to reach them.
On the other hand, the main body of knowledge dissemination has shifted from "that expert on the pyramid" to "everyone who is wise in the network node".
The beneficiaries of the knowledge dissemination were able to descend into the more sturdy population.
Everyone can be a producer, transmitter and beneficiary of knowledge.
In the process of the rise of knowledge content, the definition of "teacher" has also quietly changed.
In Kuaishou, economist Fu Peng keeps up with the trend, hoping to increase the proportion of financial professionals through short video science popularization, and hope that through some financial cognition science popularization, the people's awareness of preventing financial scams can be improved; physics professor Dai Shuxi is Incarnate Kuaishou Laotie to make popular science videos on the Internet, introducing physical knowledge and the latest domestic scientific research achievements; Shen Yifei, associate professor of sociology at Fudan University, used vivid and contagious language in the Kuaishou live broadcast room, how should we face it? Intimacy in love marriage.
The demand for high-quality knowledge videos is not only the needs of users, but also the needs of industry upgrading.
From the 1.0 era of knowledge acquisition to the 2.0 era, the value of pan-knowledge is vividly reflected in the flow, knowledge can be spread equally and efficiently, and the threshold of knowledge is lowered, which is also an important reason for the above-mentioned experts and scholars to choose Kuaishou.
With the continuous development of digital information technology, knowledge is no longer exclusive to privilege.
With its unique advantages, short video platforms are gradually becoming an important source of knowledge inclusiveness.
Take Li Ruifen, an anchor who teaches literacy on Kuaishou as an example, her "students" are not children, but illiterate adults and uneducated rural women in remote areas, generally aged 35 to 65; lawyer Yang Chaoyang's The object of confusion is also ordinary people from low-tier cities and rural areas.
There are many similar examples.
In Kuaishou, inclusive knowledge is not a slogan, but a real action.
On the one hand, Kuaishou expands the SKU of the platform through pan-knowledge content, improves the quality of platform content, etc. On the other hand, it improves the dissemination efficiency and utilization rate of pan-knowledge content through the advantages of Kuaishou platform, lowers the threshold for knowledge dissemination and acquisition, so that everyone can Dissemination of knowledge, everyone can learn knowledge, that is, the era of universal knowledge has officially arrived.
Under the industry trend, coupled with the support of traffic ecology, content monetization and skill improvement, these advantages have attracted more and more knowledge experts to join Kuaishou, enabling the rapid and healthy development of its pan-knowledge content ecology, and many users have followed suit. Learning and building a prosperous pan-knowledge science ecology of Kuaishou.