Recently, with the "network hot biological identification series of video in the jitterbug fire up the @ infinity small bright science daily, released social dynamics, said the jitterbug video likes has been more than 100 million. Why coral will fight, cactus stamen will move, the real rainbow stone looks like, every detail of nature is "infinite small bright video" identification object.
Why is biology such a cold knowledge can be "infinite small bright play with fire?
"Infinitely small bright called" fox director
"Infinitely small bright creator Zhang Chenliang is "Museum" magazine deputy editor-in-chief, "Chinese National Geographic" media center director. Before becoming a "top stream science god" in Jieyin, Zhang Chenliang accumulated knowledge of plant protection in college and entomology during graduate school, and pushed natural science to the public with his own grasp of natural knowledge.
"Signing up for a Jitterbug account two years ago changed the trajectory of my life. I am the lucky one among science popularizers. Without signing up for Jitterbug, I wouldn't have gone from editor to director of the melting media center, and so many people wouldn't know about me. Zhang Chenliang said.
Natural science came to short-video TV programs, paper books, and classroom knowledge, which have long been the main ways for people to receive scientific knowledge.In 1998, "Approaching Science" premiered on CCTV's Science and Education Channel until the last episode aired in September 2019, when the program, which has led the nation down the road of science popularization for nearly 20 years, officially went off the screen.
The fact that "Approaching Science" has faded from the public eye does not mean that scientific knowledge is not needed. Under the development of time and technology, popular science is being seen in new forms. As the basic life information needs are satisfied, people begin to pay attention to scientific knowledge, and find that exploring science is also discovering the beauty of life.
The reason why Jitterbug has become the choice of popular science creators is precisely because of the raw power provided by technology. 15 seconds, 60 seconds, 3 minutes, Jitterbug's short videos are increasing in length, giving popular science content the possibility of exploring the depths and combining it with video.
In the traditional way of popularization of science, "science and" popularization is divided, knowledge creators produce content, and then handed over to the dissemination of personnel to complete the "popularization" of the link. This will appear in the middle of the scientific language of the popularization process, channel selection and other intermediate links. In Shake Sound, creators can directly integrate knowledge through low-threshold tools, video production and dissemination, bridging the previous "science and" universal split.
Science popularization short video of @ CAS Institute of Physics
One of the typical cases of success is @ CAS Institute of Physics.2018, CAS Institute of Physics stationed in Jitterbug. As an academic research organization, it has not been limited by established scientific thinking. Currently, the account operator is a team of graduate students within the Institute of Physics, and although they are usually busy with scientific research, they have a clear division of labor for script planning, appearing actors, and post editing.
They have the media operation ability needed in this era, and are able to maximize the restoration of scientific content in the minds of the intellectuals with the help of short video forms, adding real-life filming, MG animation, and so on. Even if some of the scientific knowledge is too difficult, they have their own way of dealing with the heat of cold knowledge, in which content planning is the core soul.
Difficult scientific knowledge and most people's lives can not be linked to the daily knowledge of people in life, textbooks have been accumulated. Physical knowledge is the basic internal law of the operation of nature, but if the video does not produce a connection with life to explain, it is difficult to attract the attention of users. Therefore, @CASP on the one hand gathers the selected topics to the cutting-edge knowledge, and at the same time creates scenes, tells stories and introduces movie and TV links at the beginning.
@Global Village Explainer is also a popular popular science creator in Jitterbug, which is a self-media team composed of science enthusiasts. Their approach to popularizing science is to bring anti-common sense perception to users with the help of fresh knowledge, so that geographic knowledge can really come into the public's view.
During this year's Tokyo Olympics, @Global Village Explainer launched a series of videos such as "The National Shoes" and "Cold Knowledge of the Olympics", which catered to users' knowledge needs during the Olympics. There were also videos related to life, such as "How to save money on airfare," "How wild is Chinese hot pot," and "Where did the old cell phone go?" which conveyed knowledge in a light way.
Science videos by @Global Village Explainer
Besides scientific research organizations and science enthusiasts, there are also some professional science popularizers who have set up shop at Jitterbug. Among them, the most typical is the personal IP "infinite Xiaoliang. His popular science short video both hard-core biological knowledge, but also because of the funny and humorous, image like "hidden fox and break the circle, the current fans nearly 20 million.
His humor is not deliberate. "Humor in science must produce a role, can ease the scientific knowledge comes with a serious atmosphere, and the video as a whole to form a clever structure, leading users to forward, comment, and even remember the knowledge. Zhang Chenliang in the popular science will be humor will be integrated in the expression, will not intentionally strong correlation between the point of laughter and knowledge, and thus with the help of personal charisma to make the user feel the video of fun.
The breakthrough of short-video science accounts also means that more people are willing to learn about science. Nowadays, a number of jittery sound pan-knowledge science bloggers are popular among netizens. Among them, there is a physics teacher at NPC Affiliated Middle School, @Mr. Li Yongle, with 13.403 million followers; there is a popular science self-media @This is not science ah, with 15.931 million followers; there is a full-time lawyer, @Li Shufan Lawyer, with 11.998 million followers; and there is also Han Xiuyun, an associate professor at Tsinghua University, who has gained more than 36 million likes.
The addition of these popular science creators has made the knowledge that was once trapped in laboratories and confined to books "approachable and amiable" through short video formats. People then open the jittery voice, not only clothing, food, housing and transportation and other closely related to daily life tips, knowledge, but also up to astronomy and geography, down to the insects and flowers, science knowledge, which also objectively improve the public's scientific literacy.
Breaking down the "walls" of popular science search engines, Q&A communities, knowledge payment, popular science from the early days of the Internet began to gradually expand the boundaries. The Internet is also gradually breaking down the "wall" of difficult scientific knowledge.
Before the popular science fire in the short video, many creators have graphic experience of popular science. In their view, the form of text and graphics to facilitate the depth of knowledge mining, but it is difficult to attract users from the beginning to see the end, the bounce rate is extremely high. However, it is the graphic experience of popularization of science, so that these creators understand the user's need for scientific knowledge, and understand that the social platform of popularization of science should also be rigorous.
Currently, short video platforms such as Jitterbug have gathered a large number of popular science creators and popular science enthusiasts. The 2021 Jitterbites Pan-Knowledge Content Data Report shows that over the past year, popular science content has grown by 207%, with 609 new natural science creators with more than 10,000 fans, and 25.839 billion plays of related content, setting off a boom in knowledge and popularization of science on Jitterbites.
Science popularization creators bring people into the world of science with the help of video images, text and voice-overs on Jitterbit, and also directly answer users' questions about science with the help of real-time interactions in the live broadcast room. From drawing attention and stimulating interest to love and absorbing knowledge, users generate more "what" why questions.
"Short video in essence to promote the *** enjoy *** creation, thus broadening the knowledge dissemination path, improve the knowledge dissemination environment. Wang Xiaohong, a professor at Communication University of China, said at the 2019 DOU Knowledge Creators Conference. Based on the communication advantages of short-video platforms, the growth of creators, and the demand of users for popular science knowledge, short-video platforms offer various support programs.
Wang Xiaohong, a professor at the Communication University of China
For example, in March 2019, Jitterbug opened up 5-minute-long video permissions for some knowledge science and popularization accounts. For creators of popular science, humanities, education and other knowledge on the platform, Shake Voice has launched the "DOU Know Program", "Meng Know Program" and "Yangfan Program", which are designed to encourage more professional researchers and science enthusiasts to join in the dissemination of scientific knowledge, in order to meet the rapidly growing demand for learning.
In addition, the fast hand launched a large live event "fast hand new knowledge broadcast, help knowledge creators in the platform cash, the formation of pan-knowledge content production and consumption of closed-loop. B station joint Chinese Academy of Sciences Institute of Physics to create a "public science day," the launch of the "knowledge-sharing officer recruiting order activities in the establishment of new knowledge. In the establishment of new knowledge, the first-level partition, the establishment of science popularization for the second-level partition. Watermelon video and well-known popular science creator Li Yongle reached an exclusive deep cooperation, and jitterbugs launched the direction of science science "knowledge creator activities.
Natural science popularization in short video platform fire, how to make science popularization through appropriate incentives sustainable, is the creator and short video platform to consider the problem. Jitterbug senses the commercial dilemma on the way of science popularizers' creation, establishes interest pendants in the giant star chart and creates labels for each creator, connecting the creator's value with the brand's needs, and promoting the sustainable development of scientific knowledge on Jitterbug.
Plugging into the field of science popularization and forming a knowledge ecosystem by incentivizing creators on the station is one of the ways each platform taps into its own value on top of entertainment. In the era of knowledge economy, the platform is no longer limited to entertainment content to attract users, but will continue to blend its own tone and scientific culture, to attract scientific **** the same body to participate in a wide range of short-video popularization of science, the output of "light knowledge.