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Is such fragmented knowledge just chewed and spit it out?

Children who like to watch this kind of video are all children, what use can such an audience have?

The information transmission efficiency of the video is so low. You can watch three articles when you watch one video. Why watch the video?

Children, no, there are indeed many question marks in the hearts of middle-aged friends.

In this regard, Hu Sniff interviewed some content creators who are committed to this “video war” and asked them why they chose to embark on this road of thorny text video?

Move gun DongDongGun

Every creator who tries to keep up with the trend will seek new ideas and change, from text to pictures, then from audio to video, and every stage of content output and production upgrades will bring new ideas to creators. Experience and challenge.

In the text creation stage, I only need to consider the information and feelings that my readers can feel between the lines in the text, and the article can be published as soon as 1-2 hours; and in the content video stage, the content production The time span is greatly improved, 1-2 hours may just be the time to come up with a video theme, and then there are documents, scripts, recordings, materials, post-editing and so on.

Text is the beginning of Internet information transmission and the first step of video content. In addition to expressing content, we must also consider the expression of voice, the expression of the picture, the feeling of the audience, etc., which takes longer and is more exhausting.

But it ’s all worthwhile. When you anxiously wait for the upload to complete, After clicking “Submit Video”, watching the comments and barrage of the audience interacting with you at all times, the sense of accomplishment is better than that of the public No. and Weibo received messages to be forwarded more intensely, making them more obsessed.

Fu Tingting

As a content creator, in the Red Sea of ​​the WeChat public account in recent years, he has broken through the bloodstream, and has encountered a strong diversion of short videos such as vibrato, fast hand, station b, and volcano before he can go ashore.

Content creators clearly feel that users spend less and less time on text content, and instead consume more fragmented time on short video content. Compared with text content, short video can use more Transmit more information to users in a short time.

Some content creators with keen business sense have slowly tried to present some business analysis and attitudes to users in the form of video, and even spread commercial content in a pan-entertainment manner, commercial information entertainment Obviously, it can increase the user stickiness of 16-40 year old netizens. It happens that the netizens of this age group and the consumption group of our father A are highly coincident..

Not to mention the lower threshold for text video users, and even illiterates who have not received nine years of compulsory education (for example, my 5-year-old son who is playing vibrato ) is also an in-depth user of the video platform, which shows that text video is the trend and the future.

Entertainment Hard Candy

I do n’t know if everyone has a celebrity dream. The first problem with video is that they ca n’t show up.

Seeing the video number of your colleagues sitting and talking, it further strengthened our determination to entertain the hard candy. Dear, do n’t forget why we did the text work at the beginning-but when we can eat by the face, we will not choose to rely on the content.

The second problem is that our financial content must start to move towards the public in the process of video, and the conversion of 2B to 2C is a problem that has not been solved in the last wave of video around 2014.

The highly-respected half-buddhas and wizards are all used to reach the public in a precise way.

But the public ’s refreshment and business logic are not always convergent, and there may even be internal contradictions. Not to mention that in the industrial content, the information density of the video is completely unable to reach the level of the text. With ten lines of an article at a glance and dragging the video progress bar, the rate of information loss is too different.

Commercialization is also a problem. Does 2C ’s financial content match 2C commercialization or 2B? If it is the latter, is it just a bundle of text content?

We have n’t thought about many problems yet. We have to solve them through trial and error, but we will stick to two principles: First, we will only do what we truly recognize from the heart. If there are just enough people who are similar to what we think, then it’s done. The second is to respect professionalism.

Not every new track can really squeeze in. It is lucky enough for people to get on the free ride of an era.

Luming Finance

The popularity of network infrastructure has made video the mainstream of the current form of communication.

In the past, the rise of public accounts broughtThe dividend of word communication spreads the creator’s perception of a certain thing or event. The source of the material is personal knowledge, hot news, professional papers, and related books. Articles that are widely disseminated usually either capture the reader’s emotions, or supplement the reader’s knowledge, or broaden the reader’s cognition. The evaluation of the article mostly relies on the above angles, the simple expression of delicate emotions, the image of professional knowledge, and the clear identification of personal opinions. In fact, text video will probably follow this judgment standard, but the triggering medium is changed from text sentences to pictures and videos.

This analogy is like the evolution of a programming language, from C ++ to JAVA to Phython, the purpose is the same, but to build a new set of logic and the underlying material library.

Taking an example from the perspective of popular science, I really like a book called God’s Scalpel. This book vividly expresses a series of profound and unpredictable knowledge in the field of biology such as genetic engineering. More people go to understand this knowledge. This is the benchmark we have been pursuing in the past when we do text communication.

However, if you want to achieve the effect of similar text works, and then pass it in the form of video, obviously we have to have a set of video-based expressions.

Judges

“Text video” conforms to the trend of “content popularization”. This trend appeared in the field of graphic content several years ago. The technique of “telling a good story” is greater than “telling a good story”, and it is more graphical and colloquial. The old-fashioned and academic style of writing is increasingly rejected by readers.

From graphic creation to video creation, the change of expression means and the increase of production cost have a dissuasive effect on traditional graphic creators. However, as society has evolved, the means of recording has evolved accordingly, and countering trends is futile. In fact, there will be no loss in trying, besides, the core ideas of creation are all the same.

Bandy squad leader

For long graphic creators, the most suitable (video transformation) platform is not a fragmented vibrato, fast hand, but It is station B.

Long graphic creationWhen the content is videoized, many of the original advantages will not disappear, but it will be better than many UP masters, such as having a more complete knowledge structure, tricky thinking of topic selection, smooth writing and so on.

But the difficulty is that long videos need to keep people watching the video at all times. They also need an equal narrative perspective, humor, and a relaxed narrative rhythm. These require talent to perceive and grasp, and they also need to pay considerable energy and Think hard.

At this period, self-media people who still insist on text creation can mostly rely on high-quality text content to feed themselves. They will not like the speculators who care too much about the “public bonus dividend subsides”. But whether it ’s to be able to defend against changes in the times, or to enrich the form of content expression and gain fans from different groups, text creators should try to videoize the content.

回 朴

This is the thought of writing the video content of the graphic content. In fact, it is a more detailed step. It is the thought of writing the video content of the station B video content.

The logic of making a video at station B is actually not exactly the same as the logic of making a video. In addition to the logic of an excellent video, you also need to consider the particularity of its users.

Discuss station B and make video at station B, we have to discuss from both horizontal and vertical angles.

Horizontal is a comparison of B platform and multiple platforms such as Douyin, Kuaishou, and public account.

Compared to other platforms, we can ridiculously describe the users of station B as “very young intellectuals”. There are two here, one is young and the other is an intellectual.

Because it is a “reader” in the future, you can use professional terms and logical deductions for the articles of the users of station B. A large amount of data is also welcome as support. Because it is a “very young intellectual”, it is necessary to introduce the big pattern, background and some traditional things to the video for station B.

Look longitudinally to see the uniqueness of the propagation in station B.

B station is a combination of knowledge and entertainment. Pure entertainment and pure preaching are difficult to succeed. B station is popular with a “knowledge with entertainment core”. The video content needs to be both professional and interesting at the same time. Here you need to be able to “live up”, be able to play with stalks, be able to “make stalks”, and it is best to turn yourself into a part of the popular “stalks” and “subcultures”.

At the same time, in order to maintain thisIn the state, the producer of the video must maintain a certain update frequency and continuous ability to create stems. This is also a part of the traditional graphic producers need to consider when making videos at station B.

Shen Shuaibo

This era is too difficult. If a person with a codeword does not understand the language of the camera, it is about a third of the loss of language ability. In addition, if you do not understand the language of young people, about one-third is lost. Coincidentally, young people all watch videos and live broadcasts. It doesn’t matter whether he is shaking, fast, or station B.

I ’m not making alarmist talks. It ’s people ’s attention that is the core resource. If you look at something else, you wo n’t look at you.

For all practitioners, this is an intergenerational crossing. This is not a temporary online increase during the epidemic.

Of course, for the in-depth authors, if you do n’t do these things, you can still keep half of the country, that is, the current elite and the 60s, 70s, and 80s. But the other half of the wall is gone after a few years. What is a strategy depends on ten years. Video will not replace text, but it will eat a lot of share. We need to fight for it.