On March 21, 2022, World Sleep Day, the Chinese theme of this year's World Sleep Day is "Good Sleep, Healthy Together".
According to the "China Sleep Research Report (2022)", in the past 10 years, Chinese people have been sleeping later and getting up later, and sleeping less and less.
The average sleep time of Chinese people has decreased from 8.5 hours in 2012 to 7.06 hours in 2021, and the sleep time has decreased by nearly 1.5 hours.
Recently, Kuaishou Entertainment produced the first star persuading sleep variety show "Sleep at 11 o'clock" on the entire network, which has attracted a lot of attention.
The program loudly shouted the slogan "high is high, go to bed early", focused on sleep health, and brought star talents to face the social proposition of "stay up late or go to bed early".
Celebrities group online to persuade sleep
It is reported that "Sleep at 11 o'clock" is initiated by Huang Zitao to initiate a sleep challenge. Each episode of the program will invite four artists or talents to participate in the challenge.
Every Thursday and Saturday, users can search for "sleep at 11 o'clock" on the Kuaishou station, enter the Huang Zitao live broadcast room and the live broadcast rooms of other artists in the current period to watch. At the same time, the official Kuaishou matrix account is presented in the form of "live broadcast + short video" in multiple dimensions. Great content.
Up to now, Kuaishou's "Sleep at 11:00" has held seven episodes, attracting 16 sports and entertainment stars including Yi Nengjing, Wu Xuanyi, Zhang Jike, Yuan Hong, etc. to participate in the sleep challenge, as well as the genius Shaodong, takeaway Adi, Xiao Gongzi, etc. Many people are online to persuade sleep.
In the program "Sleep at 11:00", Olympic champion Zhang Jike bluntly stated that he must sleep with an "Antarctic feeling"; in order to fall asleep quickly, Wu Xuanyi took the initiative to ask for "slighter" sleep aids, such as micro-electric physiotherapy and massage for sleep aids; As the goddess of self-discipline, Yuan Shanshan pays great attention to self-management, and does stretching exercises in bed when she falls asleep; "Poet" Song Xiaofeng turned into "Second Sleeping Master"; Zheng Kai is a "counter-attack sample" for improving sleep.
In the program, sleep experts helped the guests to improve their own sleep quality, and also used the different sleep problems of the guests to introduce practical knowledge to the audience, and the guests challenged them to say "this program is right".
Sleep occupies nearly one-third of life, and it is a big deal, but many people don't care about sleep problems.
By persuading them to sleep online, celebrities responded to the "118 Early Sleep Appeal" with practical actions, found the most suitable and efficient sleep aid methods for themselves with the help of the program, and also "made a sample" for the veterans in the live broadcast room. Sleep well with everyone.
While watching Daren's sleep challenge, the audience in each live broadcast room actively interacted, deeply participated in the challenge, felt the benefits of sleeping early, learned about sleep, and mastered the techniques and methods of sleeping early.
In the seventh episode of "Sleep at 11:00", in the form of a documentary, the samples of ordinary people are used as the incision to record the sleep stories of different genders, ages, and occupations, and give experts interpretations to pay attention to national sleep health issues. The big deal.
Loving life, enjoying life and living a better life is the original intention of Kuaishou's "Sleep at 11 o'clock" program.
As the promoter of the show, Huang Zitao said: "I hope that everyone who sees my show can really improve their sleeping state and lifestyle. Don't stay up late. Staying up late is not right. You have to think about the long-term." In other words, following "Sleep at 11:00" to challenge early going to bed and replace staying up late and carnival with a healthy life rhythm is also a good way to enjoy life.
The whole network set off a wave of early sleep
As the first variety show on the entire network to persuade people to sleep, Kuaishou's "Sleep at 11 o'clock" has a novel theme, the industry's first, and parallel live broadcasts in multiple live rooms - using the 1+4 mode, one main live room is used as a challenger to observe and popularize science, 4 In the live broadcast room, the stars participating in the show are all free to play, not only challenged but also made a "whisper" to fans. While doing authoritative health science popularization, it satisfies the curiosity of the audience.
The program presents the whole process of the stars falling asleep challenge through multi-dimensional, solves their sleep problems, drives the audience to pay attention to their own sleep health, and sets off an upsurge of going to bed early and getting up early in the whole network.
As Professor Zhao Zhongxin, vice chairman of the China Sleep Research Association, said, "Sleep at 11:00" has shortened the distance between sleep health science and young people in a form that young people like, allowing more people to understand themselves and greatly improving sleep. The impact of health problems in society.
Once the show was broadcast, it triggered the "out-of-the-circle effect", and discussions about sleep problems have been trending on Weibo for days.
According to statistics, the cumulative viewing volume of the four live broadcasts of "Sleep at 11:00" has reached 539 million+, the cumulative viewing volume of related videos of the program has reached 2 billion+, the cumulative total exposure on the entire network has reached 6.755 billion, and 212 network-wide hits have been harvested. Search hot list.
The media released random street picks on sleep conditions on Weibo, and set up two topics on Weibo #adults only have time for themselves at night# and #contemporary young people stay up late state record#, the topic has a cumulative reading volume of 100 million+, of which # Contemporary young people stay up all night state record# linked to a number of program star guests to publish on Weibo, the topic landed on the top 20 hot searches on Weibo and TOP 11 on the entertainment list.
Kuaishou Entertainment guides the public to live an active life
"Sleep at 11 o'clock" not only has the form innovation relying on technology and short video media characteristics, but also reflects the warm original intention of Kuaishou platform to pay attention to contemporary social life.
Earlier, Kuaishou Entertainment stated that it would do "entertainment for the people".
"Temperature" has become one of the specialties of Kuaishou's content innovation.
Multiple entertainment content on the Kuaishou platform, such as self-made variety shows, live broadcast events, etc., have created a temperature between the content and users.
From "Yue Hard Work, Lucky" focusing on social issues such as "social fear" and "anxiety", to "Sleep at 11:00" discussing comprehensive sleep health, Kuaishou Entertainment has always paid attention to social topics, aiming to guide the public to live better.
Variety show content generates more social value.
As part of Kuaishou's "Star Variety Season", "Sleep at 11:00" is transformed into the companion value of short video platforms with humanistic warmth, demonstrating the continuous output capability of high-quality content.
Zhao Ran, head of Kuaishou Entertainment's self-made variety shows, said, "In the future, we will choose more categories and topics that users pay attention to, use more active stars on the site, and make more universal values and more humanistic spirit. , the content of humanistic care.”
Kuaishou Entertainment has created a star variety show season, with multiple variety shows of different types and contents, which has triggered industry discussions, attracted business customers to cooperate, and maximized the exposure dimension of entertainment content and the degree of industry discussion.
It can be said that the entry of short video platforms represented by Kuaishou into variety shows has broadened the horizon of variety shows, and the excellent reputation and data of Kuaishou’s various programs also proves that short video platforms have unlimited possibilities for variety shows.