Expert scholar incarnation of popular science bloggers Knowledge short video to build a new space for network learning

Knowledge short video is setting up a new space for the Internet to learn

Editor's note:

In recent years, with the rapid development of mobile Internet, short videos have continuously influenced people's production and life. The 49th "Statistical Report of the China Internet Development Status" released by the China Internet Information Center (CNNIC) shows that as of December 2021, the number of short video users in my country reached 934 million.

Because of its intuitive, relaxed, instant, and small volume, short videos have become the first choice for many people to fill the fragments. It is worth noting that in the past two years, many people's interests have begun to shift from pure entertainment "hunting" to practical "learning". Pan -knowledge short videos are favored by more and more people.

What groups do mosquitoes like to find in summer? What is your favorite mobile phone performance? Why is eliminating the game that always makes people addicted? What process does a fish go from rivers and lakes to the table? How to chop bone and ribs to splash easily? Why is Mona Lisa no eyebrows?

These strange questions can be answered in short video.

In the first year of the outbreak of knowledge short videos, major video platforms have successively launched the knowledge sector in major video platforms. These videos include professional fields such as humanities and social sciences, natural sciences, and also include living content such as food, fashion, storage, and evaluation. In a broad sense, videos that enable people to gain knowledge or skills in fragmented time can be called "pan -knowledge short videos". Video creators include both professional institutions and media units, as well as some enthusiasts and Internet celebrities. They use their expertise to insert light wings to the spread of knowledge through visual presentation methods and popular and interesting methods. The audience of pan -knowledge short videos hopes to get valuable information on the short video platform. They have gathered in related content because of interest, participating in the discussion together, and forming a loose online learning space in the exchange.

What are the characteristics of these videos? How to ensure the professionalism of these videos? Why are some people who can focus on reading a book for a long time, but can learn related knowledge in such videos? To this end, the reporter interviewed a number of content creators who were active on station B, Tencent WeChat video number, iQiyi and other video platforms to understand the concepts and stories behind the creation of pan -knowledge short video creation through their narration.

I can't find it, but I can't think of it

——While tens of thousands of content creators give positive response to the needs of netizens

"I can't find it, but I can't think of it." This sentence can be used to describe the rich content of pan -knowledge short videos. When you have a small confusion in your heart, some people may have prepared an interesting answer for you -tens of thousands of content creators are making diverse knowledge needs of netizens. Active response.

Why can't the teachers teach when studying, but can I never forget the classic scenes in the comics? Perhaps the way of learning is wrong. This is the original intention of the "mixed" WeChat public account in 2014. From the earliest graphic products to the popularized products such as publications, audio courses, animations and other kinds of knowledge, "mixed knowledge" tone the obscure and boring knowledge points in the form of comics vividly and interesting, giving many work and life stress, stressful work and life, and stressful work and life. The young man who was unable to calm down opened a window. Li Xiang, the chief content officer of "Mai Zhi", introduced that the vein, image, and entertainment are several points that the team follows in the content production process.

"When the teacher taught knowledge in the classroom, it is often first throwing a term and explaining its definition. We will find a starting point of cognitive. String all the key points with 'because of the logic of so' to weaken unnecessary information, Strengthen the key information and carry out context; in the process of image, we have always emphasized the information of the picture instead of blindly pursuing fun. It is the way we quickly convey the knowledge to the audience; entertainment is through some funny bridge sections , 'People Settings' style and other fun elements to catch everyone's attention, so that they can attract the audience to see it in a large amount of information. "Li Xiang said.

From the perspective of the "curator" of the video account "IC Lab", the important point for the creators of the knowledge category is curiosity. Those phenomena that are accustomed to usual on weekdays have a lot of articles that can be done. These stories caused by curiosity often have many people who love it. "For example, people started to hoard the refrigerator during the epidemic. The more, the "curator" said.

On the content page of the "IC Lab", there are hundreds of thousands of videos such as the "10 -year Memoirs of the Mobile Internet" and "How many years the Chinese have used the fish on the fish end" and "how the capital creates the concept of light food" Millions of viewing. "There is a dark line behind our videos, the development and changes of China. From history to modern times to nearly two decades, and new changes after the Internet wave, the starting point of such a line is often a very familiar thing in our lives." "Curator" introduction.

"The brain hole is open" "You have done an attempt that I want to do but dare not do" "The practitioner of the net red recipe" ... These are high -frequency messages in the video account BiteClub comment area. "Make dry fried cow river with air fried pots", "sugar orange jelly", "salmon with rice cake" ... Introduction to the topic with exquisite editing, and then the blogger "Teacher Chen", "melting stalks" In the funny language of "in place, BiteClub has become a" happy choice "for many gourmet enthusiasts. "We want to share with you what we are doing. In the early days, we focused more attention to practicality in the video, and helped everyone to distinguish between good or bad, authenticity, and later that our goal was to highlight the creativity. The life experience and happiness. "" Teacher Chen "loves to try new things. He introduced:" Bite has the meaning of trying and bite, and the meaning of food and early adopters. Club represents people who love food and live like us. Together with BITECLUB. "In the" Internet celebrities open the box "," Explore Store "and" Try to Eat "series, real shooting and experience play a role in" avoiding the pit "for many people, and let many people feel attentive when watching watching. Smile.

In pan -knowledge short videos, those boring majors that have been difficult to enter the popular video of the popular video, and even have a difficult and difficult knowledge, and the fine daily life experience, have gained a wide range of audiences in the process of accurate layer of dissemination.

Let people understand and learn

——In experts and scholars into the knowledge of popular sciences and teams to "translate" knowledge to make the professional field of initial exploration possible

The production threshold of pan -knowledge short videos does not seem to be high. Everyone who has received professional training or related experience in related fields may become the subject of sharing knowledge. In fact, behind the intuitive video form and relaxed and interesting expression, what is needed is enough professional knowledge reserves and solid theoretical support. How to accurately and rigorously pass the "dry goods" of knowledge does not rely on radical speech output to attract traffic, which is essential for the long -term survival of the pan -intellectual short video content producers.

The "mixed -knowing" team has formed a learning mechanism, that is, to learn knowledge through reading literature and consulting experts, then digest, absorb and process, and "translate" knowledge into the public's popular text, comics, animations and audio. Different from the audience's imagination, Li Xiang said that "mixed knowing" is not a "learning hegemony" team. The content production of team creators does not strictly correspond to their professional background. They also learn a certain professional problem from a non -professional perspective. They can experience the difficulty of everyone in the learning process. Reinforcement and logic will search new information, instead of writing with their previous experience. " The "Mixed Institute" in the team is composed of experts in various fields, and they collect classes collectively for creators and are responsible for professional review.

As an evaluation video account, in order to ensure the scientificity and rigor of the evaluation results as much as possible, the production cycle of each video program of the "Phoenix Family Lab" of Phoenix.com is at least one month. The most time -consuming and laborious link is to test experiment. Zhao Xinyu, editor -in -chief of the Phoenix Network Evaluation Department: "The national standards for checking papers and related industries are the standard of each issue. On this basis, we enter the testing link. Please have a laboratory for testing qualifications. On the one hand, the result is on the one hand. Many times the laboratory may not have tested a certain product like this, which projects and project -related indicators need to be proposed. These will make our detection cycle longer. "

For some laboratory tests that are not suitable for shooting, the "Phoenix Lab" will design experimental methods by itself. In the video of the first phase of the down jacket warm performance in November last year, the team directly set up a cold storage that can simulate the environment of minus 20 degrees Celsius. After several men and women testers, the temperature changes in the chest, abdomen, and arms after entering and exit. , Combining the insulation capacity of down jackets. "We hope that in the process of hard core evaluation, it is not interesting, so we must also consider the effect of video presentation. Laboratory detection of down jackets usually disassemble and give several reports, so the visibility of the video will be greatly reduced." Zhao Xinyu explained.

In the Internet era, especially after the rise of short videos, the simplified emotional output has become the "traffic password" of some content creators. The emotions of wrapped in subjective, fierce, and sloganized content quickly attracted the audience to discuss the discussion, obtaining considerable traffic, and bundled with it was realized commercial interests.

Wang Xiao, who has experienced media work, is familiar with the process mechanism of news production and communication. In his self -media video account "Little King Albert", he pays special attention to the objectivity of content. Wang Xiao, a background of history and international relations, hopes to discuss learning methods through sharing of his knowledge system to provide more people with a perspective of understanding and analyzing the times and the world. "I hope to provide as much knowledge as possible 'dry goods' , Rather than using personal stance 'with rhythm ". Wang Xiao firmly believes that the success of the media account does not depend on how much "fried" at a certain point in time, but as a brand who can survive in a certain field, it is especially for the knowledge account.

From the beginning of the development of Pan -knowledge short video to this day, not only did there be a group of academicians, professors, experts and scholars, but also more ordinary people to form a professional team. They are not professionals in a certain field, but through a set of learning mechanisms, they quickly "translate" knowledge and reduce the threshold of knowledge, and give more people the possibility of exploring the professional field for initials. From one -way output to two -way interaction

——Profinned integration and supplement of netizens, and jointly build a complete learning scenario with the video itself

In addition to the anchor's explanation, in many pan -knowledge short video interfaces, the barrage and comments are like a pulsating river, which constantly converge and stimulate new inspiration, and more comprehensive and diverse thinking. The content of these "fans" and the reply of bloggers continued to integrate and supplement the knowledge, and jointly built a complete learning scenario with the video itself. The spread of knowledge is no longer one -way output, but formed knowledge sharing in interaction.

In the video, Wang Xiao designed a iconic oral language for himself- "stronger together", which is the effect he hopes to achieve the program. In the video, Wang Xiao has repeatedly encouraged everyone to have their own thinking and bring different views. He said: "I want to make the comment area a page worth watching repeatedly. Even if a certain news is no longer a hot spot, netizens can still find new discoveries in the comment area a year later. You can keep adding new information inside. "

In the video of the Huawei 2021 annual report conference, Wang Xiao led the "fan" to start from the current status of a company, and used a development perspective to discuss "how to discover the value of talents in the current domestic and international environment." "The effect of the comment area is very good. Many students and young people in the workplace leave a message, or share the industries they want to get involved in the future, or share the problems and solutions they encounter in their work. The discussion page is very positive and healthy." I feel that this is his expected comment area.

Yang Fan, a youth art teacher of the Capital Normal University, "moved" the classroom to the line, has a grand goal. "I hope my content can become high -quality art education resources, so that more people can build aesthetic habits and hobbies, especially Let more Chinese understand the painting art of their nation. "

In the class, Yang Fan found that if you ask everyone who knows which painters, many people can say the names of Picasso, Da Vinci, Fan Gao, only a small number of people will think of Chinese painters such as Qi Baishi, Xu Beihong, etc. This makes him a little worried. In the video account "Yang Fan Talking Art", he used the way of comic dialogue to talk about the history of art and humor, and brought everyone the charm of Chinese art in the comparison of Chinese and Western painting art. Someone left a message and said, "After you talk about it, I will like art art so much!"

Yang Fan believes that everyone has a beautiful seed in their hearts, depending on who can pour it. For the comments in the comment area, Yang Fan basically answered questions. "I use videos to inspire everyone's interest. Maybe some people will become painters because of this, and some people may have some thoughts and knowledge about beauty." He compared the art creation to the athletes on the field, and the science of art was like leading the elderly and children in the park to exercise. "The two are equally important."

For subscribers of pan -knowledge short videos, it is not always recognized by the content released by the content creators. There is no matter how divergent and debate are. It is because of "the truth is always more and more clear" that the relevant knowledge page can be continuously enriched and more beautiful.

"Some netizens will leave a large paragraph of text under our video to share our own opinions. Indeed, we will also face some challenges. Everyone will think about whether our evaluation link is scientific enough. Our main writing will take the initiative to go with netizens Communicate. "Zhao Xinyu said. He mentioned that a very important concept of "Phoenix Laboratory" is to hope that the audience can think independently about the quality of a product. "On the one hand A certain product "kill a stick '".

In a network learning community based on common interests, the audience not only gains knowledge, but also obtain emotional satisfaction in watching and interacting. For BiteClub blogger "Teacher Chen", this kind of emotional communication is also two -way: "I will go to see the message in each issue, but to be honest, I am very afraid of comments. Even if the five comments are positive, they are positive. There is a negative one, and it will be sad. "For some questioning sounds, he would also explain carefully in front of the camera. Some netizens left a message and encouraged: "Don't be in hand because of their negation. This failure has learned a lesson and actively adjusted at the next operation. I like this not perfect, but it can bring joy to everyone on Friday. Teacher Chen. "

Such a message makes "Teacher Chen" cherish: "The relationship between us and fans is more like friends, and there is a natural sense of closeness. Sometimes people who have seen watching my video on the road will take the initiative to say hello, although although although I ca n’t call my accurate name, but I can remember the jokes I have played on the show. These are all happy. "

Under the guidance of positive and positive, due to common interests, a virtuous cycle of learning community was formed under the common interest.

Make people willing to pay for knowledge

——In the content of the content of the content of the content and the balance of revenue

Since the rise of pan -knowledge short videos, major platforms have launched incentive plans to encourage high -quality content creation through the support of funds and traffic. For non -public interest accounts, it is difficult to achieve sustainable development by platform subsidies alone, especially under the head effect, some small and medium -sized content creators are difficult to live. At the same time, under the spread of the Internet and the operation logic of the platform, the survival of the content creators depends on the content of content and the attention of the audience. How to ensure the content of the content of the content to achieve the balance of creation and revenue is a question that the pan -knowledge short video creators have to consider. Building content paid and knowledge payment model is a means for many platforms and content creators to achieve commercial value conversion. Li Yuanyuan, the founder of Knowledge Creator "Light Years Class", has the work experience of the traditional publishing industry for nearly two decades. In her opinion, whether it is the production of traditional content or the production of content under the Internet thinking, "content is king" is always the same law. "Creators of knowledge payment content must be carefully polished, to be responsible for knowledge, to the audience, to the audience Responsible".

"Why are someone willing to pay for your content" is a question that Li Yuanyuan is often thinking, and her answer is to increase the added value of the content. During the hit during the TV series "The World", "Light Years Class" launched the series of "Interpretation of the Original Fate of the People in the World", from the creative ideas of the original work, combined with a large number of historical background knowledge, to interpret the face of each character faced Reality and dilemma conveys the norm of life of "imperfection is life". "We will not do the‘ porter ’that must be knowledgeable. It must be a new content and inspiration in the artistic processing. We must give the film involved but not showing deep -level content." Li Yuanyuan said.

She admits that she has encountered crisis in the process of entrepreneurship. "But in the end, it is found that the content itself has given us the power to break the crisis from the inside out. Essence At the same time, transforming the knowledge in the video into products or services is one of the ways to achieve sustainable development of knowledge video creation. According to Li Yuanyuan, the "Light Years Class" has also achieved good results in the transformation of paid content into book publishing.

"Even if it is an advertisement, I will make it in line with the content tone of the 'IC Lab'. By checking the authenticity of the content of the information, I will share what I think about this advertising information. It will feel useful. This is a question of sincerity. If you take business content as an advertisement and finish reading, it is not responsible for Party A and the audience. Support is actually an exchange. "

For the evaluation account "Phoenix Laboratory", the choice of business content is particularly careful. "We will strictly separate the evaluation and business. If it is compared to the horizontal evaluation of a number of products, then it will definitely not receive commercial activities, because you put a product that belongs to a commercial propaganda. We will definitely conduct trials and trials for the business propaganda of individual products. If we really feel good, we are willing to make some analysis, but generally we do not choose a product with much risk. "Zhao Xinyu said.

In the network community that surrounds the short -knowledge short video, the content creators not only provide knowledge, but also play a leading role to a certain extent. In the process of transforming knowledge advantages and learning ability into commercial value, one point mentioned by several content creators interviewed is "content as king". Under a relaxed and interesting representation, the knowledge content itself is still pan -knowledge itself. The core competitiveness of the short video attracts the audience is also what they are most cherished.

(Reporter Li Xiaomeng)

【Edit: Chen Wentao】

- END -