From fun to practical
Why do Chinese love to swipe the screen
Not long ago, the 47th "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center showed that as of December 2020, the number of short video users in China was 873 million, an increase of 100 million from March 2020. Accounted for 88.3% of the total netizens.
With a flick of your finger on the screen, you can instantly enter another scene from one scene.
According to the relevant data in the "2020 Douyin Data Report", the daily active users of Douyin have exceeded 600 million.
Scanning short videos has become a new habit for many Chinese in their daily leisure activities.
Good helper for travel
"The city flowers of Huacheng bloom throughout the city of Guangzhou. Its flower language tells us: Cherish the people around you and cherish the happiness around you." A short video blogger uploaded a video on the WeChat video account and wrote such a footnote, It attracted the likes of many netizens and inspired people's yearning and memories of Guangzhou.
The WeChat team stated that the WeChat video account naturally fits the image of the city and the tourism scene. Video content containing tourism elements can quickly stimulate the desire to travel and attract tourists to travel. Tourists also like to share travel experiences through short videos.
At the same time, the low threshold for creating video numbers and the ease of social sharing will help the cultural and travel industry recover.
Since 2020, the epidemic has brought a considerable impact to the cultural and tourism industry. WeChat and Tencent's Cultural and Tourism Research Institute and institutions jointly launched the "Good-looking China" project to help China's cultural and tourism recovery through short videos.
Nowadays, short videos have become windows for displaying images and faces in many cities and scenic spots, and have become "dynamic business cards".
During the Spring Festival of the Year of the Ox, WeChat also organized the "Good-looking Chinese New Year: Cloud Tour Video Number" event in conjunction with many institutions and scenic spots to provide "Cloud Tour" content to local Chinese New Year users through short video contests and live broadcasts.
Huang Xihua, general manager of Guangdong Tourism Holding Group Co., Ltd., applied for a video account in 2020. During the mooncake sales season in August and September last year, she used the video account to promote and bring goods to 13 hotels under the Travel Control Group. If you don't know who I am, you might think I am a moon cake seller." Huang Xihua said with a smile.
With the help of the communication power of the video account, Huang Xihua reconnected with her old friends who had lost contact.
Huang Xihua found that the video account is a good form of communication. Under one of her videos, there are more than 2,000 likes and hundreds of thousands of views.
Huang Xihua said: "Everyone is very concerned, many people leave me a message, send me private messages. I see a huge amount of information from here, and many of them are very inspiring to me."
A good helper for puzzles
From the beginning of relying on entertaining the masses to get people's attention, now it can solve many practical difficulties in life for users, and the content of short videos is becoming more and more abundant and more practical.
Zhang Qian, who lives in Shandong, is a "post-60s" who has recently tasted the sweetness of short videos.
"The first download of Douyin was recommended to us by the children when they came home. Usually, when I was bored, I occasionally took a look, and didn't pay much attention to the content." Zhang Qian said, until one time, the family wanted to eat Spanish mackerel filling. But I don’t know how to make dumplings.” At the time, I thought that I was following a person who shared a lot of delicious food on Douyin, so I searched it and found a video tutorial. From then on, as long as I encounter something I can’t do I will search in the software for cooking, handicrafts I can’t make, and they can solve my problems well.”
In 2020, due to the epidemic, many schools moved their classrooms online. A live broadcast of Tsinghua University and Peking University was watched by thousands of netizens. Many netizens applauded this innovative move to break the university wall. .
Statistics show that in the past year, more than 36 million people watched Tsinghua University’s live broadcast on Douyin.
Indeed, as the development of short videos goes deeper, the quality of video content has been significantly improved, and the degree of specialization and verticalization has become deeper than before.
During the epidemic, everyone spent more time at home. How to exercise at home, search in short videos, and you can find shares of many fitness experts; if you want to buy a car, but don’t know much about it, how to choose? Just search in the short video to find the test drive evaluation of the car master... More and more short videos with complete types and excellent content are bringing convenience to more people in life.
Content output still needs to be explored
In recent years, ingenious and refined videos have emerged one after another, and the quality of programs has been greatly improved.
With the support of high-quality content, video websites have begun to encourage the production of high-quality short video content in various ways, increase the proportion of short video content, and increase user stickiness; short video platforms have introduced "micro dramas" that are more compatible with the platform. "Micro Variety Show" to test the waters, and then gradually develop the long video field.
It is true that while short video content is becoming more and more abundant, some creators still rely on low-quality content to attract users and sensationalize.
In response to this, the Douyin Security Center recently issued an announcement on governance and punishment, banning and banning a number of accounts suspected of deliberately showing off their wealth, malicious speculation, and violating public order and good customs, advocating rational consumption and a scientific and civilized lifestyle.
The governance focuses on the following six categories, including advocating money worship and comparison and enjoyment; discriminating, mocking or attacking non-rich groups; publishing a large amount of information about luxury goods involving minors; creating a "self-made counterattack to become an elite" persona for marketing Or fraud; deliberately display a large amount of cash and throw money; make sales videos, pictures, copywriting and other materials to show off their wealth.
In addition to low quality, there are similarities.
Not long ago, when Ms. Li was searching for how to make glutinous rice balls on Douyin, she watched three videos in a row. Although the pictures were different, the lines were basically the same.
In the face of such plagiarism, corresponding measures are still needed to deal with it.
Not only that, but there are even more people who are unscrupulous in order to shoot eye-catching images.
Spring is here and everything is revived. This is a good season for viewing flowers. Chongqing Rail Line 2 is known as the "train bound for spring". When the train passes through the Fotu Pass section, the beauty plums on both sides are in full bloom. The passengers were instantly surrounded by a sea of flowers.
This beautiful scenery attracted the attention of drone photographers and caused an accident in which the train was forced to stop due to the drone shooting video.
For short video content publishers, there must be a bottom line to provide high-quality content; and to meet the different needs of users, more active exploration and practice are required.
Reporter: Liu Fawei