New media for government affairs in the video age approach the younger generation
"Why is the People's Liberation Army so burning?" A video of only 185 seconds, after the online video site Bilibili (Station B for short), received 527,000 views and more than 5,400 "barrage", more than 1,500 comment. Barrage is one of the earliest comment methods used by Bilibili and other websites in China. It refers to the commentary subtitles that pop up directly on the screen when watching a video. In this video, as long as you turn on the "Barrage" button, the full screen of "Happy Birthday" makes it hard to see the picture. After turning off the "barrage", you will see the People's Liberation Army valiantly and vigorously undergoing inspections at the Tiananmen Gate, conducting live-fire exercises in the northwest, South China Sea and the sky of the motherland, accompanied by very rhythmic music, which will make the audience excited.
The video uploader is called "Jimu China", which is operated by the Information Center of the State Administration of Radio and Television. In fact, on Bilibili, "Jimu China" has uploaded more than 180 videos, many of which have been on the "Top Rankings" of Station B.
However, there are more and more official institutions like "Jimu China" that spread on the Internet in the form of video. In the process of discourse system reform at all levels of party and government, central-level media, scientific research institutions, etc., it coincides with the advent of the video, especially short video era.
As soon as the mind was liberated, the solution came. In the era of video dissemination, official institutions are becoming more and more attractive.
Greet the "barrage" and approach young people
"It turns out that this is the account of the State Administration of Radio, Film and Television?" On the barrage of the aforementioned video of "Jimu China", such a message appeared, expressing the aspirations of many netizens.
In the past, when it comes to official institutions, people's traditional impression is that they are superior. Information is released through the media or official websites. The words are cautious and serious, but they lack affinity. From serious faces to new faces loved by people, there is a change of thinking.
Barrage culture is promoted by Bilibili in China. As a video site that young people love, as of the first quarter of this year, Bilibili had 172 million monthly active users, which is three times that of three years ago. It is worth noting that in the past 3 years, the average age of new users of Bilibili has been 21 years old.
This means that the official institutions represented by "Jimu China" target young people when they spread on such websites. The way young people express their love is to make their videos full of "barrage." On the "barrage", they resonated and expressed their attitude. For example, among the 181 videos of "Jimu China", dozens of them are filled with "barrage", so that many users need to watch it twice, turn off "barrage" once, and open "barrage" again. ".
In "Barrage", the basic values of young netizens are also expressed. "Have you seen? This is my country", "Every inch of today's land, even airplanes, and chariots are exchanged for the flesh and blood of our ancestors, remembering history, being grateful to the motherland, and grateful to the ancestors", "Bitter growth, difficult Metamorphosis, there used to be no armored cannonball guardian, only flesh and blood and faith remain forever. In the burning wound, the indelible sublime is flowing, and in suffering, your transcendence will last forever." "Thank you for your hard work in defending your home and country." Up"...
It is in this kind of exchange that the official institutions understand and resonate with young people.
In the words of Bilibili Chairman and CEO Chen Rui, they hope to create "a community that belongs to users and a community where users feel good." In the dimension of users’ feelings of beauty, official agencies have actually made many efforts. The style that young people like has become the direction of official institutions.
In fact, opening a video account in Bilibili has become a new trend for official institutions. More and more mainstream media and government agencies have chosen to make such explorations. Among them, there are many successful cases. For example, CCTV's "Anchor Talking Lianbo" and "Kanghui vlog" collections are widely popular on Bilibili.
In addition to the media matrix under CCTV, the People’s Navy, Air Force Online, Observer, Global Times, China Daily, and the Communist Youth League have long been stationed in Station B. Among them, the Central Committee of the Communist Youth League, View Video Studio, CCTV, etc. have reached millions of fans and become well-known accounts.
The short video is here, the new government media keep up
On April 28, China Internet Network Information Center (CNNIC) released the 45th "Statistical Report on China's Internet Development Status". As of March this year, China's online video (including short video) users reached 850 million, of which short video users were 773 million. As of March this year, the number of users of online government services in China reached 694 million, accounting for 76.8% of the total Internet users.
According to the report data, as of the end of 2019, all 31 provinces (autonomous regions and municipalities) in China have opened microblogs for government agencies. Government websites at various administrative levels have opened 245,000 columns, 82937 government affairs headlines, and 17,380 government affairs Douyin accounts. .
In an era when the number of accounts in the short video industry and government agencies is rising simultaneously, the combination of the two is almost inevitable.
In recent years, more and more new government media have expanded from the "two micro-ends" (Weibo, WeChat, news client) to short video platforms, knowledge sharing platforms and FM audio platforms. The industry generally believes that this trend started in 2018. A large number of government departments have settled on short video platforms such as Douyin and Kuaishou, which has promoted the rapid growth of the number of short government videos and spawned a series of "explosive" works of short government videos.
For example, on March 8, 2018, the official website of the Central Political and Legal Committee "China Changan.com" became the first official government account to enter Douyin; on May 3, 2018, the Beijing Municipal Public Security Bureau’s Anti-Terrorism and Special Police Corps opened "@北京SWAT" "The Douyin account, the first video with over 100 million views, grew by 330,000 in one hour, and won nearly 9 million likes, leading the shooting boom of military and police training videos on the Douyin platform; October 9, 2018, Industrial And the Ministry of Information Technology's new government media "Gongxin Weibao" settled on the Douyin and Kuaishou short video platforms...
In just a few years, major government accounts have made great progress in the field of short video. Just take the public security government affairs Douyin account as an example, the data shows that by June this year, there were as many as 4,597, and the number of registered accounts is still growing steadily.
It is worth noting that the People's Daily is the first account on Douyin with more than 100 million followers, and it currently has more than 110 million followers. Some analysts believe that this fully shows that people like to care about national affairs, family affairs and the world through short video platforms.
In the "Nature-Video Community" of Weibo, the official account of the Ministry of Natural Resources has become an important source of content. On August 21, the Ministry of Natural Resources showed a live video of the Yancheng Wetland Rare Birds National Nature Reserve in Jiangsu Province. Among them, there are both ditch rivers crisscrossing the river, and wild cranes flying in the sky. The scene of thousands of birds living in groups is very lively. These short videos have achieved very good dissemination effects.
Nowadays, on short video platforms such as Douyin and Kuaishou, it has become commonplace for netizens to scan the content made by official institutions.
Live broadcast, an irreplaceable sense of participation
"Lao Tie, if your phone is too shaking later, it's because I'm running, everyone is mentally prepared." "Shhh, the live broadcast is arresting!" In the camera, the policeman holding handcuffs, said to the netizens in the live broadcast room Finish these few sentences. Before the camera was adjusted, the suspect was thrown to the ground. The entire arrest process took less than 5 seconds, and the two plainclothes policemen had already mounted the suspect into the police car.
This is not a TV series. It was the first time that Wuhan police had an exclusive live broadcast on the entire network to arrest suspects of telecom fraud on the afternoon of May 8. Through the Kuaishou live broadcast room of the official Kuaishou account of the Wuhan Public Security Bureau "Ping An Wuhan", the police anchor "Pi Shu" and Su Peng, Deputy Director of Criminal Investigation of Minyi Street Police Station, Jianghan District Public Security Bureau of Wuhan Public Security Bureau, broadcast the entire process of squatting and arrest. , Invited netizens to help the front-line criminal investigation police. By the way, anti-fraud related knowledge was popularized for everyone in this process.
Before the arrest, Su Peng and his colleagues had squatted in the suspect's neighborhood for 8 hours in order not to startle the snake, and did not reveal the location of the police.
This live broadcast is one of the live broadcasts of the "Quick Safe Live Season" in May. The event was initiated by Kuaishou, the National Health Commission, the Ministry of Transport, the Ministry of Education, and the Public Security Bureau of the Ministry of Public Security. It brought together a number of government affairs accounts that are active in Kuaishou and have greater influence, focusing on different themes around important festivals. A one-month safety promotion was launched through live broadcast.
Live broadcasting has become an important way to attract people's attention to the work of relevant departments. Especially in major events, there is a sense of presence and participation that is increasingly difficult to replace.
On June 25, the 10th "World Seamen's Day". On this day, the Ministry of Transport and Kuaishou jointly launched an exclusive live broadcast, leading netizens to appreciate the big country heavy equipment through the three official Kuaishou accounts of "China Transportation", "Nanshan Maritime" and "Shekou Maritime". During the live broadcast, netizens not only saw the on-site operation of the ship simulator, but also followed the live footage to board the Asia-Pacific leading deepwater work vessel-"Offshore Oil 291" to gain insights into the work and life of seafarers.
In July, CCTV launched 9 live broadcasts on Zhihu, mainly focusing on cultural programs. Each issue focused on a high-quality theme of literature and art close to life, which not only allowed netizens to enjoy a feast of knowledge, but also contributed to poverty alleviation in mountainous areas. A large number of netizens responded.
From August 16th to 17th, the Central Committee of the Communist Youth League launched two live broadcasts on Weibo, the "Yanglian Conference" and the "27th National Student Federation", inviting many big names to gather in the live room and bring a lot of exciting content. The National Youth League Committee matrix and Weibo big V linkage helped make multiple live-related topics rushed to the top of Weibo search.
In fact, during the epidemic prevention and control period, live broadcast has become a "weapon" for relevant departments.
For example, Yufa Town, Daxing District, Beijing, has launched a service model of "offline visits to help handle, online anchors to speak policies, and specialist services to solve problems", multi-point docking, providing a full range of government services for the townspeople. In order to facilitate the public to handle business and understand the business process, Yufa Town applied for the Douyin account "Yu Sheng You" and used the "Tik Tok" platform for online live broadcast. The main points of the policy, processing procedures, application methods, and common business handling Questions, to answer doubts for the masses. At the same time, Yufa Town also handled various service matters for the villagers and home observers through various online methods such as WeChat and Tencent meetings, and offline methods of village-level agent d'affaires to ensure that government services were kept on file.
New "personal design", new image
On Weibo, the official Weibo of the Fire and Rescue Bureau of the Ministry of Emergency Management, "China Fire", is like an enthusiastic big boy, constantly updating local fire-related news, popular science and fire-fighting knowledge, and often "catch" netizens with hidden fire hazards on Weibo Behavior, and always interact with Weibo users. This official account with more than 8.1 million fans successfully established a "personal setting" (character setting) for himself.
As more and more people pay attention to "China Fire Protection", netizens have become accustomed to revealing to them some incidents with hidden fire hazards. In this way, "China Fire Protection" has become more and more influential, and there are more opportunities to spread fire protection knowledge for netizens, which reduces the communication cost for subsequent fire protection work.
In recent years, government accounts are gradually getting rid of the traditional "speaking" and disseminating professional content in a fun way. Not only can they better convey the correct values and positive energy, but they are also increasingly recognized by users. In fact, due to the intuitive function of video, many government accounts have expanded more functions with the help of this new media form, and even greatly promoted the development of work.
Just take government affairs videos on Weibo as an example.
On August 20th, the heavy rain entered Sichuan, the river surged, and the torrent washed away the teahouses and Longmen formations in Bashi. Flame Blue's mission is to repel the flood and return to peace in life. "@湖南消防", "@贵州消防", "@云南消防" and "@西安消防" More than 500 flame blue teams from the four provinces have joined Sichuan. The four teams gathered together to protect people's safety. This process was broadcast live to the majority of netizens.
At 14:00 on August 21, the Anti-abduction Office of the Criminal Investigation Bureau of the Ministry of Public Security and the CCTV "Waiting for Me" program broadcast live two activities of abducted families' recognition of relatives.
In the report of the China Internet Network Information Center, online video (including short video) has become the second largest Internet application type after instant messaging. The report pointed out that "the integration trend of (online video) and other industries is becoming more and more significant, especially in driving the economic development of poor areas."
What gives people the most intuitive impression is that video plays an increasingly important role in the fight against poverty.
Since 2020, the "live delivery of goods" by government officials has also been carried out in full swing. Facing the slow-sale of agricultural products in many places this year due to the new crown pneumonia epidemic, Taobao, Kuaishou, Weibo and other platforms have launched related activities, through the influence of government officials represented by county governors, and the support of local governments and media. , To help farmers to promote and sell agricultural products, and at the same time to promote the development of local e-commerce, to achieve "blood-forming" assistance. On the Kuaishou platform alone, nearly 200 such live broadcasts have been held since March, with cumulative sales of more than 300 million yuan.
On the knowledge sharing platform of Zhihu, relevant institutions not only actively set up questions and guide netizens to interact, but also actively answer questions raised by netizens, attracting more netizens to pay attention to topics, participate in discussions, and produce knowledgeable, high-quality answers. content. For example, in June of this year, the Office of the Hainan Provincial Drug Control Commission cleverly borrowed Jay Chou’s new song to remake a remake of "Mojito for Hainan Narcotics Police Police" that went viral all over the Internet; in July, they launched a new work, using the variety show "Sister Riding the Wind and Waves" as a sample. A remake of the Hainan policewoman version of "Priceless Sister", which received more than 2.15 million views.
It is understood that in recent years, more than 40,000 agency accounts have entered Zhihu, discussing and interacting with Zhihu netizens around national events, social hotspots, and popularization of knowledge in a certain field. Short videos, live broadcasts and other forms of communication have increasingly become new ways for party and government agencies to interact with netizens.
It is in such attempts that official institutions are getting closer to people, especially the hearts of young people.
Liu Shaohua