Poster Wanderer 丨 "Eastern Selection" continuously hot knowledge why is it popular?

Zhu Xiaoming

Like class, like bringing goods, and talking about talk shows. Recently, New Oriental's "Oriental Selection" has a unique bilingual live broadcast live broadcast caused heated discussions. The number of fans has just exceeded the million on the 9th, and it has soared to 10 million within a week, and the fission effect continues. New Oriental, which is transformed into the adversity of the adversity. After half a year of Menke Luoque, it finally counterattacked by "making a live broadcast with cultural connotation".

Since the beginning of this year, live broadcasts such as the 2022 New Year's Eve scientific speech, Zhang Chaoyang's hardcore physics class, Tsinghua University and Peking University live broadcast class have come out. Favorite "Xiang Xiang".

User: Knowledge video content needs have been showing the advantages of the live broadcast

Data show that by December 2021, there will be 934 million short video users in my country. The growing user scale has also made the public's acquisition of information knowledge category gradually tended to video.

In the first year of the outbreak of the "pan -knowledge" video of the "pan -knowledge" category, some scholars and academicians began to conduct knowledge science on the short video platform. , Science Popularization Teacher Li Yongle, Dai Jianye, Humanities and Popularization.

This is before, major video platforms are dominated by pan -entertainment, which has caused pan -knowledge content for a long time in a state of smaller supply. After users have aesthetic fatigue on pan -entertainment content, pan -knowledge content has naturally become a new traffic air outlet. However, with the heat of short video content of "pan -knowledge", the new "traffic king" has gradually entered the bottleneck period.

However, the period of entering the bottleneck does not mean that the needs of users are met, but the hardcore, pure, and dry goods requirements of the public about the content of pan -knowledge videos are getting higher and higher. This is also mainly due to a series of problems with pan -knowledge short videos, such as homogeneity, pseudo -science flooding, serious copyright issues, lack of in -depth thinking and system knowledge system.

The knowledge of knowledge can avoid these problems well, meet the user's pursuit of high -quality content, and the flexibility of interaction, and can better help users get information and solve problems. More importantly, users have obtained knowledge, but paid is voluntarily. By rewarding or buying goods, this method of "knowledge payment" can be better obtained.

Platform: Talent grabbing the knowledge of the knowledge flow to compete

How much is the market size facing pan -knowledge content? "Ai Media Consultation | The China Knowledge Paid Industry Report in 2022" shows that the scale of China's knowledge paid market in 2021 reached 67.50 billion yuan, an increase of about 42 times from 2015. It is expected that the market size will exceed 180 billion yuan in 2023.

Facing the market size of more than 100 billion yuan, the platform can only seize the opportunity to establish the opportunity to establish the content to protect the city that is different from competitors. Due to the current tendency of users to obtain knowledge, this "big cake" is obviously more friendly to knowledge videos, and the conversion rate and efficiency of "live broadcast+knowledge" are higher than that of short videos. Cutting into knowledge live is inevitable.

In recent years, various platforms have also been deployed through measures such as traffic, policy support, and organizational activities. Station B has increased the investment in Pan -knowledge live broadcast, inviting hundreds of academicians to settle in collectively; Kuaishou launched the knowledge live IP "Kuaishou New Knowledge", linking knowledge of knowledge, professional institutions, and knowledge anchors for live broadcast; Douyin holds a live broadcast public course In the university's opening season, famous universities are invited to share the general knowledge through live broadcasts; Sohu, which did not catch up with the live broadcast of the live broadcast, is also accelerating the live broadcast of knowledge. The head anchor in the field is broadcast live ... Behind the talent to fight, the competition of knowledge traffic is launched.

In this case, the knowledge anchor that can provide high -quality content has become the "fragrant" of the platform. Even through the cold start of the lap, the traffic of the platform can be obtained. At the same time, the private domain flow of talents in various fields has contributed huge contributions to the platform. For example, New Oriental itself brings 20 million private domain traffic (the number of historical trainees, not a parent), and the continuous high popularity, "new students" will increase, not only can it bring heat and traffic to Douyin, users to reward and reward and reward and reward and reward and reward and reward and reward and reward them. The service fee generated by shopping is also considerable.

Anchor: heat originated from strength

Knowledge is power, but knowledge also has a threshold. In the short and fast Internet era, the public needs to be easy to understand to obtain knowledge. This is not limited to the amount of knowledge of knowledge anchors, but also has the ability to make boring knowledge vividly.

As Luo Xiang said: "You can't put a cute coat on Yuanbo's knowledge, and he can't be a good teacher." And he also told legal knowledge in a humorous, kind and pragmatic way, and obtained millions of fans. There are also Professor Dai Jianye who also put on cute coats for knowledge. He arranged classical poetry authors such as Du Fu, Meng Haoran, Li Qingzhao into a different paragraph, and made many young people familiar with it. His videos have also become a course for many audiences.

Frequent golden sentences, fluent speaking, astronomical geography, poetry and songs, and with the lectures and cargo, from time to time to share with netizens' life experience and perception ... RecentlyWith the strength, the public feels the charm and warmth of knowledge.At the same time, we also saw a group of ordinary people who did not accept losses, insisted in the adversity, waiting for the inspirational story of the transfer, truly moving, excited.Picture: A paragraph of Dong Yuhui was called "Yuhui persuasion learning" by netizens

In the Internet age, no one can stand at the top of the traffic forever, but there is no doubt that who has the strength to create high -quality content, whoever has the real traffic password.When the live broadcast room is not only "Wang Po sells melon" and various routines, but also the commentary and dissemination of knowledge and culture, as well as a declaration of values. This is a beneficial thing. Such anchors are worthy of praise.

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