40 Tibetan children realize their dreams in Beijing
Why is this charity event so popular at home and abroad?
What’s the hot-search secret for turning “Erbin” into a “top class”?
How can content sharing platforms bring Chinese traditional culture to the world?
Using the Internet to empower your hometown, a small town can become an "Internet celebrity"!
The most searched password on positive content is...
This group of "fellow travelers" will tell you the answer!
Video: Fellow online media guides you to enjoy positive energy.
Source: China News Network
March 31
Guided by the Network Communication Bureau of the Central Cyberspace Administration of China
Hosted by China News Network
Tencent, Weibo, Douyin, Kuaishou,
Co-organized by Bilibili and Xiaohongshu
Supported by China Internet Development Foundation
2024 China Online Media Forum
"Co-construction and Sharing·2024 Positive Energy Action Plan Launching Meeting"
Held in Kunming City, Yunnan Province
The theme of the kick-off meeting was "Positive Fellow Travelers"
Many central media join hands with mainstream commercial platforms
Share through premium columns and analyze popular cases
Demonstrate how the platform mobilizes users on positive content
Release huge traffic
Gather the power of more fellow travelers
How to unlock "traffic password"?
The answers are all here!
Pictured is the event site. Photo by China News Service reporter Li Jiaxian
Featured column sharing
Premium column sharing session
Several central media and China’s mainstream business platforms
Share the stories behind the collaboration to create premium columns
Describe how to attract users to positive content
Unleash your passion
“Let what needs to be hot be heated up”
Launched by People’s Video and Tencent
"Billions of Rays of Sunshine" short video column
Focus on news materials with a sense of liveness
and lively creations by netizens
The picture shows Zheng Dequan, deputy editor-in-chief of Tencent, sharing. Photo by China News Service reporter Li Jiaxian
"In the past two years, the column "Billions of Sunshine"
Recorded nearly 240 issues of positive stories,
Female conductor Zhao Yang, who comforted anxious passengers during the road collapse,
The little girl dancing the lion dance in Jieyang and the lion dance team go both ways..."
Zheng Dequan, deputy editor-in-chief of Tencent, said
In the great era, it is necessary to have both
macro narrative of major events
It also requires the expression and sharing of individual memories.
A person's record may be insignificant
But the records of a group of people are brought together
It is the expression of an entire era
The picture shows Shen Ning, editor-in-chief of People’s Video, sharing. Photo by China News Service reporter Li Jiaxian
Introduction by Shen Ning, Chief Editor of People’s Video
"Billions of Rays of Sunshine" column
Made a lot of stories about ordinary people
The biggest feeling is in the content creation process
Requirements: "You must first move yourself before you can move more people."
Jointly created by Xinhua News Agency New Media Center and Kuaishou
"Mortal Shimmer" Micro Video Communication Column
By digging into ordinary people
Plain and warm stories spread positive energy
Convey the power of upward kindness
The picture shows Xu Jingyun, vice president of Kuaishou Technology, sharing. Photo by China News Service reporter Li Jiaxian
"Pixels are the smallest units that make up an image.
Viewed alone, it's unremarkable
But when we connect the dots
There are endless possibilities from tiny insects to the vast sea of stars.
And "Mortal Glimmer" is
Collect pixels one by one
To form a whole that cannot be ignored.”
Xu Jingyun, Vice President of Kuaishou Technology shared
"A person can live like a spring"
Truck drivers, new farmers, delivery boys,
Painters, vendors, couriers...
in the folds of life
Some people see dust, some realize poetry
This is also our original intention of becoming Mortal Shimmer
The picture shows Jiao Xufeng, deputy director of the Integrated Media Interview Department of the New Media Center of Xinhua News Agency, sharing. Photo by China News Service reporter Li Jiaxian
Xinhua News Agency New Media Center Integrated Media
Introduction by Jiao Xufeng, Deputy Director of the Interview Department
To sum up, the column has a communication path——
From "discovering the light" to "believing in the light"
Finally to "Be the Light"
"Glimmer of Mortals" has no grand narrative
Don’t pursue exquisite pictures
Committed to discovering ordinary people hidden in the news
Let the audience feel
"I can do it too, I should do better too"
Let netizens illuminate and warm more people
Created by CCTV and Douyin
"Sparks into Torches" column
Committed to gathering "little sparks" into a torch
Taking the central media brand effect as a lever
Make the “strongest sound” with mainstream volume
The picture shows Zhong Wei, deputy editor-in-chief of Douyin Group, sharing. Photo by China News Service reporter Li Jiaxian
Introduction by Zhong Wei, deputy editor-in-chief of Douyin Group
"We draw from the vast amount of content
Dig out segments worth recording
Establish a content pool that embraces all rivers
Taking the central media brand effect as a lever
Make the 'strongest sound' with a mainstream voice
Completely built from this
The incubation and transmission chain of positive energy transmission”
“In the comments section, we also found
Emotional resonance among netizens
Promoted the value recognition of family and country sentiments and upward kindness
We try to give people healing comments
Stamped with the word 'warm review'
thus calling for expressions of goodwill
And finally launched the 'warm review' function"
The picture shows Wei Kuhu, deputy general manager of CCTV Network, sharing. Photo by China News Service reporter Li Jiaxian
Wei Kuhu, deputy general manager of CCTV Network, said
information explosion era
Everyone has a "microphone"
It is even more necessary for mainstream media to firmly grasp the position of public opinion
Find the "law" of large flow of positive energy
Since the launch of the "Spark into a Torch" column,
A total of 240 issues of works published
Received 4.05 billion views and over 100 million likes
"The 'collision' between mainstream media and traffic platforms"
What kind of spark can make positive energy burst out?
We see the answer"
Analysis of popular cases
in recent years
Many positive energy network products
Why does it move countless netizens?
Analysis of popular cases
Mainstream news portals and business platforms
Revealing the secrets behind many "hot-selling cases" on the spot
"Exclusive Tips"...
2023, Yushu, Qinghai
Tibetan children in children's welfare home
Entering the Chinese Super League in Beijing
The story of realizing football dreams touches the hearts of thousands of readers
China News Network invites children to Beijing
Had a special Children's Day
Children visited the Forbidden City and climbed the Great Wall
Visit the Bird's Nest and Water Cube
Watch the flag-raising ceremony in Tiananmen Square
…
In just five days, domestic and foreign media
There are nearly 7,000 related reports
Involving more than ten languages
Western mainstream media have also reported positively on it.
The picture shows Sun Wei, deputy director of the Public Affairs Department of China News Network, sharing. Photo by China News Service reporter Li Jiaxian
"My sharing today,
Let’s start with a photo.
The girl on the screen is called Jiudoma.
Zhuoma is a child from Yushu Children's Welfare Home in Qinghai.
She and her friends live on a plateau at an altitude of 4,500 meters.
They love football and are eager to see the outside world.
So, we decided to help the children realize this dream.
On the eve of June 1st last year,
We invite the children to come to Beijing,
Had a special Children's Day. "
"Every dream deserves respect.
Stories about children realizing and making dreams,
For global media,
It is always the best subject for reporting. "
Sun Wei, deputy director of the Public Affairs Department of China News Network, said
This is what China News Network does
A useful attempt by mainstream media to fulfill their social responsibilities
Use "News+" to let positive energy surge and increase traffic
The picture shows Wu Qingcai, editor-in-chief of China News Network, sharing. Photo by China News Service reporter Li Jiaxian
“These reports seem to be telling the stories of 40 children.
In fact, what is shown is the ethnic areas of China
economic and social development, and progress in human rights. "
Wu Qingcai, editor-in-chief of China News Network, said
The biggest gain from this event
It is a combination of exploring news planning and planning news
Communication path for effective interaction between online and offline
for the media
You can start from a place further upstream in content production.
Seize your position before the wind blows
Let more people dance with you
The picture shows Wang Dan, director of the Integrated Brand Center of the Marketing and Public Relations Department of Tencent Group, sharing. Photo by China News Service reporter Li Jiaxian
Dunhuang Academy as a World Cultural Heritage Site
and key cultural relics protection units
Over the years, we have accumulated and collected rich digital cultural archives
Tencent Group Marketing and Public Relations Department
Introduction by Wang Dan, Director of Integrated Brand Center
Tencent provides it in the material library
More than 6,500 high-definition digital resource files
For scholars, culture enthusiasts and artistic creatives
Create a "one-stop" Dunhuang content sharing platform
Tencent will continue to
Upgrade and update the service function of the material library
Together with the Dunhuang Academy
Let more people join
Becoming Chinese traditional culture in the digital world
Fellow travelers who promote and carry forward
The picture shows Yu Qi, general manager of Weibo Media Cooperation Department and executive editor, sharing. Photo by China News Service reporter Li Jiaxian
Proportion of post-00s and post-90s users on Weibo
Already nearly 80%
These young people are online
Use "I person" and "E person" to position each other
Although he often calls himself a "light person"
Mainly a happy-go-lucky person
But you can also travel through popular urban attractions such as "Zibo" and "Erbin"
Be a popular "special soldier"
They seem contradictory, interesting, diverse...
Yu Qi, general manager of Weibo Media Cooperation Department and executive editor, shared that
"So understand young people
Entering into same-channel communication is the first step in communication
Want to be on trending searches
We have three passwords here:
Empathize, resonate, and promote consensus among netizens.”
The picture shows Xin Geng, deputy general manager of public affairs planning of Douyin Group, sharing. Photo by China News Service reporter Li Jiaxian
Douyin Group Public Affairs Planning
Introduction by Deputy General Manager Xin Geng
All year 2023
Museum-related video content on the Douyin platform
Total views reached 121 billion
By the end of 2023
A state-owned museum that opened an official Douyin account
Reaching 720...
“We think museums are
The most important carrier of traditional culture and art
Therefore we have maintained
Close working relationship with museums”
The picture shows Pei Xueke, senior director of Kuaishou Technology Marketing Department, sharing. Photo by China News Service reporter Li Jiaxian
"Focus on the content itself
We also need to pay attention to 'current situations' and 'audience needs'"
Pei Xueke, senior director of Kuaishou Technology Marketing Department said
Kuaishou uses “500 hometowns” to talk about culture and tourism
It is necessary to subvert the model of city promotional videos.
We need to view people
Talk about the city through talking about the locals
"Soft", "want to win", "don't panic"...
These Chinese people brought from their hometown and hometown
Simple but powerful temperament
Narrated through Kuaishou’s “500 Hometowns”
Produced national influence and energy
Hometown spirit can also become a kind of
Condensed Chinese spirit
The picture shows Yang Liang, vice president of Bilibili, sharing. Photo by China News Service reporter Li Jiaxian
Today, Bilibili has 326 million monthly active users
Average age 24 years old
From 2020 to 2024
Every May 4th Youth Day
Bilibili will launch a short film
Guide society to correctly understand young people
Accompany young people in their positive development
Yang Liang, Vice President of Bilibili said
Looking at our accumulation of young people’s communication language
One guiding principle is: look straight up
Not looking up, not looking down, but looking straight up
The picture shows Liu Wenjing, deputy editor-in-chief of Xiaohongshu, sharing. Photo by China News Service reporter Li Jiaxian
According to incomplete statistics
Xiaohongshu’s Street Life Festival lasts for 10 days
Crossed 40 roads
More than 200 events were held
A total of 200,000 people participated offline
Exceeded 2.5 billion exposures across the entire network
Introduction by Liu Wenjing, deputy editor-in-chief of Xiaohongshu
at the beginning of planning
We have reached a consensus internally:
"Life Festival" should not be a
The wonders of the city from above
But as much as possible
Interact with everyone's lives
The picture shows Xiaohongshu senior algorithm engineer Wu Di sharing. Photo by China News Service reporter Li Jiaxian
Introduction by Wu Di, senior algorithm engineer at Xiaohongshu
Through a unique recommendation algorithm mechanism
Xiaohongshu realizes decentralized traffic distribution
The platform will give high-quality content maximum exposure
Regardless of the producer of this excellent content
Is it a big V organization or an ordinary user?
On that day, the 2024 Positive Energy Action Plan was launched
Six major business platforms
Released key projects of the 2024 Positive Energy Action Plan
Looking forward to it together
More “Positive Fellow Travelers”
More positive energy
Author: Wang Jingya and Liu Lihui