Why did he do what even Wu Xiaobo couldn't do?
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Guan Video is an independent video studio under Shanghai Yangyang Culture Communication Co., Ltd. It was established in 2016. The content of short videos is mainly academic and ideological knowledge. The channel uses Bilibili, Sina Weibo, etc. as its main platforms.
structure
attracts traffic to its video content through public accounts.
content dissemination is mainly in the form of short videos.
makes money by holding offline lectures and investment cooperation activities.
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theme hard core
Since its establishment, the audience Video has produced a number of widely influential online video program series, covering many fields such as politics, economy, technology, culture, international and domestic relations, etc. The program formats are diverse, including talk shows, hot topics comments, academic analysis, etc. It has produced more than ten series of columns, the most popular of which is the current commentary program "Bedtime News", which has attracted many viewers with its host Ma Qianpeng's sharp but not paranoid views and humorous style.
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The speaker is professional
First of all, the speakers of most columns are professors or researchers from well-known universities, and their teaching methods are more easily accepted by young people. Secondly, the topic of the column taught by the speaker must be in the field in which he has made considerable achievements. Teacher Chen Ping interprets economic topics in "Meishan Sword"; Global Times editor-in-chief Hu Xijin comments on current affairs in the daily program " and Hu Kan "; dozens of well-known experts and scholars participate in the comparative analysis of the great powers of the East and the West in various dimensions "See You Again" series on historical and national conditions; Yuan Lanfeng, associate researcher at the University of Science and Technology of China and president of the Association for Science, Technology and Strategy, lectured on the "Technology Yuan Ren" program to analyze China's science and technological strength.
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platform choice
Wu Xiaobo, a well-known financial writer in my country, has also launched his own special video program on financial news interpretation. The content is mainly based on professional financial knowledge such as the real estate market and Sino-US economic issues. The guests are also We invited some big names in the field, such as Chen Wenqian, Qin Shuo, , etc. The style of the program is more serious. Wu Xiaobo often appears in suits and leather shoes in the program, but he chose iQiyi, a highly entertaining platform, to broadcast it. The effect One can imagine. The matching of the user portraits of the
platform with the video positioning and content of Guan Video Studio is one of the reasons why Guan Video Studio has become so popular.
Next, we will briefly analyze the user portraits of station b.
The area is mainly in first- and second-tier cities. This type of users has a higher degree of acceptance of new cultural forms; 53.6% are aged 20-24, and most of them are Users under the age of 30 tend to be younger.
The academic background is mainly college students. The top three topics of interest are: the second dimension, campus community, and educated youth. This cultural atmosphere is also suitable for the academic content produced by Guan Video Studio. The dissemination of ideological videos provides conditions.
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content production
So how does Guan Video Studio cater to the behavioral preferences of Bilibili users in terms of content production?
- uses humorous expressions to cater to young people's language and expression habits, and is humorous.
- has a unique style. As an academic and popular science video, it positions itself as "a rational view of the world and a confident view of China." Many of the views in the program are sharp but not paranoid, aiming to improve the logical thinking and independent thinking abilities of young people and enhance their ability. its national self-confidence.
- has a relaxed scene. Although its content is knowledge popularization and problem discussion with a certain academic level and international perspective, the program style is humorous, the scenes are changeable, and the atmosphere is relaxed, which is more in line with the aesthetics of young people.
- The interaction is lively
5. Time response
The launch time of its "Bedtime Message" column is in line with the active period of Bilibili users, and the video duration ranges from two or three minutes to more than ten minutes, which is shorter than the active time of Bilibili users.
6. Visually stunning
Each column has an opening and ending. Its visual appearance is not inferior to many documentary blockbusters, and the column name logo design is very beautiful.
7. Clickbait
In addition to content production, it is also a complete clickbait
end
by Wang Sijie Li Shuang
Follow: Dr. Cute Face Stupid, pay attention to new media marketing, pay attention to business model innovation!
