From this competition, a glimpse of Zhihu’s ambition

Is the video display reproducible intuitively, or is the written record more powerful? This debate, Zhihu's several high praise answer cases may be the answer.

In the question "Have you ever seen anything or something that you shouldn't have seen inadvertently?" "Under, the answerer @小鲸泱君recalled in words the story of helping grandma's WeChat backup, and found that grandma and childhood sweetheart missed a lifetime. After reading it, readers praised the writing in the comment area and revisited the sublimation of the two lines at the end.

In the same answer, @ Director小策 reproduced the story with a video. The structure is based on the story content of the original respondent, and the characters are integrated into the "two aunts" and "three guns" in the past of the square. There is helplessness dictated by fate in the video, and there is no lack of fusion of funny stalks that Xiaoce is good at.

A story, two forms. It is not conclusive whether emotional expression is better or worse.

▲From Zhihu, the original question "Have you ever seen anything or something that shouldn't be seen inadvertently?" 》

Another question "What do the concentric circles on the cover of the flashlight of a mobile phone do?" 》Next, the answerer @ Devymex Wang used a paragraph of text and hand-drawn drawings to popularize the design ideas of Fresnel mirrors. Some people are distressed that "Liberal arts students can only understand it after reading it three times. It's still a bit ignorant." However, some people commented that "The pictures and texts can be understood in one go, and it is easy to extract."

Ai Faner re-demonstrated the popular science knowledge of the original answer with video, and showed the light refraction path and light convergence principle that need abstract understanding with dynamic video. The threshold for understanding jerky professional words and sentences is lowered, and serious science popularization has become more acceptable. .

One paragraph answer, two forms, it is difficult to judge which science popularization is more in place.

▲ Ai Faner participated in the adapted works of Zhihu “Gao Zan Joint Creation Competition''

The above-mentioned ways of displaying pictures, texts and videos complementarily come from the "Gao Zan Joint Creation Contest" recently launched by Zhihu. The "co-creation" in the competition is a new creation feature of Zhihu launched in October 2021. Under the matching of Zhihu, the video respondent can select the graphic content from the "visual graphic library" authorized by the graphic respondent , Adapting pictures and texts and reinterpreting answers with his professional video creation methods.

In fact, there are many existing content communities that coexist with pictures, texts and videos, but the main thing is that the video pictures and texts are divided into sections and operated independently. It is difficult to have a form of symbiosis and mutual supplementation. And Zhihu's online "co-creation" function and creation competition is an attempt to construct a new content ecology: to achieve the value reproduction of high-quality content through video co-creation.

So under the joint creation of two-way mutual selection, what kind of video growth path can Zhihu run?

Content community requires multiple forms of creation

In recent years, under the impact of short video products that occupy users' time, the content industry has advocated the argument that "video is king". After combing through the changes in the mainstream content community, you will find that graphics and text are not replaced by the fate, but that the corresponding audience layering of graphics and video appears.

Audiences who are accustomed to in-depth understanding choose to continue to read the text; audiences who like to accept intuitively choose to watch the video; there are also audiences who use both forms in different scenarios, entertain and relax, read the video lightly, read information, read pictures and text for intensive reading.

The reading habits of users have become diversified. Corresponding to the question-and-answer community of Zhihu, the starting point for the audience to obtain content here cannot be separated from "seeking knowledge and experience." The priority of "Q&A" in Zhihu's content ecology occupies the front row. The questions answered by Gao Zan are all question marks raised by users after refining the commonality of different events and knowledge. Asking a question is representative, which also means that the highly praised answer under the question is worthy of repeated reading and recollection.

▲ Hard knowledge popular science entries

When it comes to intensive reading, the features of text paragraphs that can be retained, can be marked, and can be traced back need to play a role. But as stated in the case of "Mobile Phone Flash" at the beginning of knowledge popularization, the more abstract the knowledge points, the more direct, concrete, and clear-level video presentations are needed.

From this, we know that it is not the content logic of non-graphics or video, but to make the graphics and the video content form an interexistence. Readers can use the video format to understand the content straightforwardly, and they can also use the textual information to accumulate and mark the intensive reading.

Looking at the accumulation of content that Zhihu has produced, as of the third quarter of 2021, Zhihu has accumulated more than 53 million content creators and contributed 459 million pieces of content in multiple formats. In the operation logic of the content community, what is needed are the three elements of "creators continue to produce content", "good content can be seen by users" and "users can find good content".

In the operation of the Zhihu community, a mature link has been established for continuous production, and the question search has also penetrated into the user’s usage habits. Pick up the vitality to be seen again by the user.

Co-creation can make good content 1+1>2?

From the perspective of creators, video creation needs to control the scene display, character rhythm, etc., and there is a threshold for transformation of graphic creators. Video authors can use their strengths to transform pictures and texts into videos, giving viewers the most intuitive presentation. The creation of writing is to explain the profound things in a simple way. It is necessary to use simple words to explain complicated matters clearly and to have an understanding and precipitation. The graphic author can refine and condense the video content to express the key points, which is convenient for readers to trace back.

The joint creation is to cut the strengths of the two types of creators to make up for the weaknesses, and explore a path of common development.

As in the answer to "Why not cancel the green train?", @中国 RAIL, as the official agency operator, used a large number of available data records and textual information to answer the audience, leaving reliable traceability information; and the video answer The main @hardcore board reproduced the history of the green leather train with video, lowering the threshold of popular science and expanding the reading layer of this question and answer.

Of course, Zhihu’s graphic ecology is more than just a question and answer. @江苏警在知 regarding a "Online Love Killing Pig Pan" popular science article was adapted from @奇妙 Museum into a video micro-movie "Mobile Phone", reinterpreted with the interpretation of the character plot The slaughter plate is unreliable. This micro-film has also become the opening chapter of an anti-fraud series jointly produced by the National Anti-fraud Center, Jiangsu Police, and Zhihu.

Video adaptation also means that there are many possibilities for the presentation of the picture. Video creators can use characters to reenact the plot, and they can also use hand-drawn animation to retell the story. Just like the video respondent @他的生活时光, who is good at hand-painted animation telling emotional stories, he chose a series of high praise answers to emotional questions in the graphic creation pool, and the storytelling was told in a more interesting form.

The adaptations have accumulated a lot, and Zhihu simply made a series of answers into the "Tender Moments in Life" animated short film series, dividing the emotional life of young people into four categories: "life perception", "love", "family" and "friendship" It showed that it received 11.89 million views in total. The original graphic answers combined in each animated short film also became popular again under the drive of this series of videos.

One of the answers was 110,000+ praises in 2017, "In college, what is the most inexplicable rule you have ever seen? "Under, some readers immediately recalled the classic story of the original author after watching the video.

Video creation regains high-quality graphics and text, which also hides the thinking of seeking quality first in Zhihu's operational content. Rather than blindly accumulating in the community, it is better to concentrate on quality, and let creators recreate on highly praised high-quality content to achieve the effect of 1+1>2. The emergence of the joint innovation model has provided text creators with an additional channel for "good content to be seen", and for video creators an additional channel for "find a good topic/story".

On the other hand, the function of "co-creation" also solves the copyright issue, setting a good example for the creative atmosphere of the content community.

Since the beginning of the media, there have been many cases of cross-platform plagiarism of Zhihu answer text. Later, short videos grew wildly, and there are still many problems in converting text into videos. One thing that is optimistic is that opening up the authorization of the adaptation of the graphic author will allow the high praise content to share the graphic and video forms, and the defense barriers against plagiarism will also be increased.

▲The video subject matter in the Zhihu Gaozan Joint Creation Competition is diverse

In the future, as the co-creation model runs through, Zhihu Answer's copyright protection will be able to further improve the copyright mechanism in the same way that the publishing of stories authorizes the adaptation of film and television works.

From the perspective of the general environment of the audience's reading habits, the shift from graphics to video is a trend, but readers who are loyal to reading text still exist. As mentioned earlier, the video and graphics in the content community should not be independent, but a two-way service that complements each other. "Co-creation" is Zhihu's answer to the diversification of reading habits, where the audience can choose to read the content that suits them, and the creator can continue to dig out the good content and re-display it.

What's important is that the most troublesome "copyright issue" for community operators is cleverly solved in this mechanism, allowing Zhihu to guide a virtuous circle of content production in an atmosphere where originality is supreme. Video creators can find high-quality adaptation sources in the mature cases of Zhihu, and present the content in a new form. Similarly, it can directly display the content innovation that has been in line with the community's tone, and it can also avoid the problem of unacceptable video handling in terms of topic selection and content display.

After all, only by respecting the sovereignty of content producers can content burst into new sparks.

#Welcome to follow Aifaner's official WeChat account: Aifaner (WeChat ID: ifanr), more exciting content will be provided to you as soon as possible.

Ai Faner | Original link · View comments · Sina Weibo