How can high-quality short videos have the vitality to penetrate time?
2024-11-20
On November 12th, after more than three years of suspension, Li Ziqi released a video with lacquerware as the theme, returning to the public eye. According to a report by The Paper on November 19th, time has not diluted the influence of Li Ziqi. This video achieved over 100 million views in 5 hours, and "Li Ziqi Returns" also topped the Weibo hot search list. Netizens have left messages expressing their longing for her, saying "Finally waiting for you" and "Top stream back or top stream". In recent years, self media bloggers have emerged constantly, and the competition in the short video track is fierce. On this side, top internet celebrities update and replace rapidly, and some people are lucky enough to stand on the trend, but soon their talents are exhausted and they are quietly abandoned by traffic; Some people hype and fabricate in order to attract attention, ultimately reaping the consequences themselves, with "high-rise buildings" and "buildings collapsing" happening in an instant. On the other hand, Li Ziqi disappeared for three years, but her fans still remember her, and her popularity is even greater than before. And her first video after returning was as natural, fresh, and peaceful as usual. There is no melodramatic plot, no blindly following trends. First and foremost, being a sincere content creator, this "meticulous work" may be one of the reasons why the brand has lasting appeal. From Li Ziqi to his imitators, as well as video producers and sharers in other fields, the unchanging principle of "content is king" can be seen behind the ability to drive traffic. They are all on the path of "refinement", with each video carefully polished, with clear colors, poetic light and shadow, and high recognition. From these videos, people can get closer to traditional intangible cultural heritage techniques such as Shu embroidery and printing and dyeing, experience the fun of picking flowers, brewing wine, growing melons and beans, and trace back to the way of eating in season and adapting to the times. In recent years, there have been many bloggers in the short video industry who focus on traditional culture, which is certainly a good thing, but many netizens still feel that "Li Ziqi has no meal replacement". This may be because most other bloggers present themselves as bystanders or imitators, and not many are willing to go deep into tradition to learn and showcase a piece of traditional culture. Therefore, for example, brewing a bottle of soy sauce starts with sowing soybeans; Making silk quilts for winter, starting from raising silkworms, and other Chinese aesthetic "Shangri La" style videos can touch people's hearts, retain traffic, and even make many overseas netizens intoxicated, unknowingly falling in love with traditional Chinese culture. Looking at the top anchors and their works that deeply cultivate traditional culture, in addition to providing viewers with benefits, their videos often touch on the softest parts of people's hearts. Urban life is always rushed and anxious, but such videos are often calm and soothing, taking people to calm down and take root together, experiencing a vegetable and meal, autumn harvest and winter storage. A netizen said, "Watching their videos is like drinking a cup of clear tea, light but with an endless aftertaste." In the context of "rolling everything", whether it is local themed videos or traditional cultural videos, they provide people with precious "emotional value", giving them the courage and strength to slow down. Unlike most internet celebrities, the top bloggers who are highly regarded and loved by netizens have one thing in common, which is that they are not anxious about traffic and refuse live streaming sales. Instead, they believe in long termism and persist in shining in their beloved fields for a long time. For example, some bloggers have been filming the traditional traditional production process of the Four Treasures of the Study for a long time, some share the production techniques of classical beauty products, and some learn fragrance formulas and teach methods from traditional books... High quality content that conveys beauty, inspires people, and resonates with them will always be repeatedly recalled and have the vitality to penetrate time. In the Internet era, rapid success and rapid decay coexist. We look forward to more bloggers like Li Ziqi who refuse to "revolve around traffic" and focus on "sharpening their swords for ten years", bringing more excellent works to the audience and injecting new vitality into the online content industry. From a broader perspective, purity, composure, and resilience are not only rare qualities for practitioners in the short video industry, but also always bring us reflection as viewers. This may be the true value of the "top stream". (New Society)
Edit：Luo yu Responsible editor：Wang er dong
Source：workercn.cn
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