Recently, with the help of @无 Liangxiao Popular Science Daily, a series of "Internet-based biometric authentication videos" became popular on Tik Tok. A social news release stated that the TikTok videos have received over 100 million likes. Why do corals fight, do cactus flower buds move, and what do real rain flower stones look like? Every detail of nature is an identifiable object in "Infinite Little Bright Video".
Why is the knowledge of biology so unpopular that it can be played with fire indefinitely?
"Infinite Light" is known as the "Fox Director"
The creator of "Infinite Light" Zhang Chenliang is the deputy editor-in-chief of "Natural History" magazine and the director of China's National Geographic Media Center. Before becoming Tik Tok's "top science popularization goddess", Zhang Chenliang accumulated university plant protection knowledge and entomology knowledge during her graduate studies, and used her knowledge of nature to promote natural science to the public.
“Two years ago, I registered a Tik Tok account, which changed my life. I am a lucky person among science popularizers. If I had not registered Tik Tok, I would not have become a popular science worker. Even if the editor becomes the director of the media center, not so many people will know me.
The popularization of natural science into short video TV programs, printed books and classroom knowledge is a long-term way for people to accept scientific knowledge. The main way. From 1998, "Approaching Science" was first broadcast on the CCTV Science and Education Channel. It was not until the last program was broadcast in September 2019 that the program that led the Chinese people on the road of science popularization for nearly 20 years officially came off the screen.
The fading of science into the public eye does not mean that scientific knowledge is not needed. With the development of the times and technology, science popularization is being seen in a new form with the increasing demand for basic life information. Satisfied, people begin to pay attention to scientific knowledge and discover that exploring science is also discovering a better life.
The reason why Tik Tok has become the choice of popular science creators is precisely because technology provides power. , Tik Tok short video duration continues to increase, giving the possibility of exploring depth of popular science content and combining it with videos.
In the traditional way of popularizing science, "theme" and "popularization" are separated, and knowledge creators. After the content is produced, it is handed over to communicators to complete the "popularization" process. This leads to the popularization of scientific language, selection of channels and other intermediate links. In Tik Tok, creators can directly integrate knowledge through low-threshold tools to achieve video production. and dissemination, bridging the gap between "science" and "popularization" in the past.
Institute of Physics, Chinese Academy of Sciences' short popular science video
Among them, @Institute of Physics, Chinese Academy of Sciences is a typical example. Successful case. In 2018, the Institute of Physics of the Chinese Academy of Sciences settled on Tik Tok. As an academic research institution, the current account operator is a team of graduate students from the Institute of Physics. Although they are usually busy with scientific research, their script planning. , actors appearing in the shot, and post-production editing all have a clear division of labor
They have the media operation capabilities needed in this era, and can restore it to the greatest extent through short videos, live shooting, MG animation, etc. Scientific content in the minds of intellectuals. Even if some scientific knowledge is too difficult, they have their own "cold knowledge heat treatment method", in which content planning is the core soul. ”
Difficult scientific knowledge cannot be relevant to most people’s lives. People have accumulated daily knowledge in life and textbooks. Although physical knowledge is the basic inherent law of the operation of nature, if the video does not It is difficult to attract users' attention by explaining in connection with daily life, so on the one hand, the Institute of Physics of the Chinese Academy of Sciences focuses on cutting-edge knowledge, and at the same time, it creates scenes, tells stories, and introduces film and television links.
@ The commentators of Global Village are also Tik Tok's popular science creators. They are a self-media team composed of science enthusiasts. Their approach to popularizing science knowledge is to use fresh knowledge to bring counter-intuitive knowledge to users, so that geographical knowledge can truly enter the public. vision.
During the Tokyo Olympics this year, @globalvillagecommentator successively launched a series of videos such as "National Shoes Against the Heavens" to cater to users' knowledge needs during the Olympics. There are also videos that are closely related to life, such as "How to save money on air tickets" and "How wild is Chinese hotpot", conveying knowledge in a relaxed way.
@globalvillage explainer’s short science popularization video
In addition to scientific research institutions and science popularization enthusiasts, there are also some professional science popularizers who have settled in Tik Tok. The most typical one is the personal IP "Infinite Little Light". His short popular science videos not only contain hard-core biological knowledge, but also break the circle because of their funny humor and "hiding fox" image. Currently there are nearly 20 million fans.
His humor is not intentional. "Humor in science popularization must play a role. It can alleviate the serious atmosphere of scientific knowledge, form an ingenious structure with the video as a whole, and guide users to forward, comment and even memorize knowledge. Zhang Chenliang will incorporate humor into his expression in science popularization, and will not Deliberately linking laughter and knowledge to let users feel the fun and personal charm of the video.
The number of short video science popularization accounts also means that more people are willing to learn about science. Tik Tok science popularization bloggers are very popular among netizens. Among them, there is the physics teacher of the University Affiliated High School @李永乐师, with a fan count of 13,403,000; a self-media popular science blogger @this is unscientific, with a fan count of 15,936,438; and a full-time lawyer, @李, The number of fans reached 119.98 million; Han Xiuyun, associate professor of Tsinghua University, received more than 36 million likes.
With the participation of these popular science creators, knowledge that was once trapped in laboratories and limited to books has been transformed through short videos. Become "close and friendly" When people open Tik Tok again, they will not only have tips and knowledge closely related to daily life, such as food, clothing, housing and transportation, but also popular science knowledge from astronomy and geography to insects and flowers, which has also objectively improved the public. Scientific literacy.
Breaking through the "walled search engines, Q&A communities and paid knowledge" of science popularization, science popularization has gradually expanded its boundaries since it entered the Internet in its early days, and the Internet has also gradually broken down the boundaries of incomprehensible science. "Wall" of science popularization.
Science popularization Before the popularity of short videos, many creators had experience in graphic science popularization. In their opinion, the form of Wengatu is convenient for digging into the depth of knowledge, but it is difficult to do so. Attracting users to watch from beginning to end, the bounce rate is extremely high. However, it is the science popularization experience of pictures and texts that makes these creators understand the users’ need for popular science knowledge and understand that social platforms must also be rigorous in popularizing science.
Currently, short video platforms such as Tik Tok have gathered a large number of popular science creators and fans. The "2021 Tik Tok Pan-Knowledge Content Data Report" shows that in the past year, popular science content has grown by 207%, and the number of natural science creators with more than 10,000 fans has increased by 6.09%. People, related content has been played 25.839 billion times, setting off a craze for knowledge popularization on Tik Tok.
On Tik Tok, science popularization creators use video images, text and dubbing to bring people into the world of science, and also use live broadcasts. Real-time interactions between users directly answer users' questions about science. From attracting attention and stimulating interest to loving and absorbing knowledge, users have more "what" and "why" questions.
" Short videos essentially promote * * * enjoyment * * * innovation, thereby broadening the path of knowledge dissemination and improving the environment for knowledge dissemination. Wang Xiaohong, a professor at Communication University of China, said at the 2019 DOU Knowledge Creators Conference. Based on the short video platform’s communication advantages, the growth of creators, and users’ demand for popular science knowledge, the short video platform provides a variety of support programs.
Professor Wang Xiaohong of Communication University of China
For example, 2065438 In March 2009, Tik Tok opened 5-minute video access to some popular science accounts. For the creators of science popularization, humanities, education and other knowledge on the platform, the "Bean Knowledge Project" and "Meng Knowledge Project" launch plans have been launched, aiming to encourage more professional scientific researchers and science popularization enthusiasts to join in the creation of scientific knowledge. spread to meet people's rapidly growing learning needs.
In addition, Aauto quicks launched a large-scale live broadcast event "New Knowledge Broadcast on Aauto quicks" to help knowledge creators monetize on the platform and form a closed loop of pan-knowledge content production and consumption. Bilibili and the Institute of Physics, Chinese Academy of Sciences jointly organized the "Public Science Day" event and issued a "Recruitment Order for Knowledge Sharing Officers." In the first-level division of new knowledge, science popularization is established as the second-level division. Xigua Video has reached an exclusive and in-depth cooperation with Li Yongle, a well-known science popularization creator, and joined hands with Tik Tok to carry out "knowledge creator activities".
After the short video platform becomes popular, how to make natural science popularization sustainable through appropriate incentives is a question that creators and short video platforms consider. Tik Tok senses the commercial dilemma of popular science writers' creations, establishes interest categories in a huge star map, establishes labels for each creator, connects the value of creators with brand needs, and promotes the sustainable development of scientific knowledge on Tik Tok .
In the field of science popularization, encouraging creators to form a knowledge ecosystem on the site is one of the ways for each platform to explore its own value in entertainment. In the era of knowledge economy, platforms are no longer limited to attracting users with entertainment content, but continue to integrate their tonality with scientific culture, attracting scientists to widely participate in short video science popularization, and produce "light knowledge".