From this competition, we can see Zhihu’s ambition

Are video presentations visually reproducible, or are written transcripts more powerful? For this debate, a few high praise answers on Zhihu may be the answer.

In the question "What things or things have you seen inadvertently that you shouldn't see? ”, the answerer @小景阳君used words to recall the story of my grandma and childhood sweetheart missing a lifetime when she helped her grandma’s WeChat backup. After reading it, readers praised the writing in the comment area, and repeatedly reviewed the sublimation of the last two lines.

In the same answer, @Director Xiaoce reproduced this story with a video. The structure is based on the content of the original answerer's story, and the characters are integrated into the "Second Aunt" and "Three Cannons" in the past in the square.

One story, two forms. It is impossible to determine whether the expression of emotion is good or bad.

▲From Zhihu, the original question "What things or things have you seen inadvertently that you shouldn't see? 》

Another question "What are the concentric circles on the phone flash cover? ”, the answerer @Devymex Wang popularized the design ideas of Fresnel mirrors with a paragraph of text and hand-drawn drawings. Some people are distressed that "the liberal arts students understand it only after reading it three times, and they are still a little confused", but some people commented that "the pictures and texts can be understood once, and it is convenient to extract."

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

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

▲Ai Faner participated in the adaptation work of Zhihu "Gaozan Joint Creation Contest"

The above-mentioned ways of displaying pictures, texts and videos complementary to each other come from the "Gaozan Joint Creation Contest" recently launched by Zhihu. The "joint creation" in the competition is a new creation function that Zhihu will launch in October 2021. With Zhihu's matchmaking, video respondents can select graphic and text content from the "Visual Graphic Library" authorized by the graphic and text host. , adapted and reinterpreted the pictures and texts with his video creation method.

In fact, there are many coexistence of graphics, text and video in the existing content community, but mainly video graphics and texts are divided into sections and independent, and it is difficult to have a form of symbiosis and coexistence. The "co-creation" function and creation contest launched on Zhihu is an attempt to construct a new content ecology: to realize 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, requiring 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 sorting out the changes in the mainstream content community, you will find that the graphics and texts are not replaced by the fate, but the audience stratification corresponding to the graphics, text and videos.

Audiences who are accustomed to in-depth understanding choose to continue reading the text; those who like intuitive acceptance choose to watch videos; there are also audiences who use both forms in different scenarios, entertaining and relaxing, swiping videos for light reading, and checking information and reading pictures and texts for intensive reading.

The reading habits of users have become diverse. Corresponding to the question and answer community such as 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, and the questions answered by Gao Zan are all question marks thrown by users after extracting the commonality of different events and knowledge. The questions asked are representative, which also means that the highly praised answers under the questions are worth reading and pondering many times.

▲ Hard knowledge popular science entries

Once intensive reading is involved, the features of retention, annotation, and traceability of text paragraphs need to play a role. However, as mentioned in the case of knowledge popularization in "Mobile Flash" at the beginning, the more abstract knowledge points are, the more video presentations with direct meaning, concrete content and clear levels are required.

From this, Zhihu does not follow the content logic of non-graphics and texts or videos, but to let graphic and video content form complement each other. Readers can directly understand the content in the form of video, and can also use the information of text to accumulate and mark intensive reading.

Looking at the accumulation of content produced by Zhihu, as of the third quarter of 2021, Zhihu has accumulated more than 53 million content creators, contributing 459 million pieces of content in various forms. In the operation logic of the content community, three elements are needed: "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, continuous production has established a mature link, and the search for questions has also penetrated into the user's usage habits, and many of the high praise images and texts that have accumulated in it are precisely through the newly launched "joint creation" function of Zhihu. Picking up vitality is seen by users again.

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

From the creator's point of view, video creation needs to control the scene presentation, character rhythm, etc., and there is a transition threshold for graphic creators. Video authors can use their director to transform pictures and texts into videos, giving viewers the most intuitive display. The creation of words is to explain the profound things in a simple way. It is necessary to use simple words to explain the complex things clearly, and there must be a precipitation of understanding. Graphic authors can refine and condense the video content to express the key points, which is convenient for readers to trace back.

Co-creation is to make up for the shortcomings of the two types of creators and explore a path of common development.

For example, in the answer to "Why not cancel the green train?", as the operator of the official agency number, @中国railway used a large number of verifiable data records and written materials to answer the audience, leaving reliable traceability information; and the video answer The main @hardcore kanban reproduces the history of the green-skin train with video, lowering the threshold for popular science and expanding the reading layer of this question and answer.

Of course, Zhihu's graphic ecology is not only about questions and answers, @江州police shared a popular science article on "Online Dating and Killing Pigs" on Zhihu, which was adapted from the video micro-movie "Mobile Phone" by @Wonder Museum, which was reinterpreted with the interpretation of the characters. The slaughtering plate is unreliable. This micro-movie has also become the beginning of the joint creation of the anti-fraud series jointly produced by the National Anti-Fraud Center, Jiangsu Police, and Zhihu.

Video adaptation also means multiple possibilities for screen presentation. Video creators can use characters to appear on the scene to reenact the plot, or use hand-drawn animation to retell the story. Just like the video answerer @hisdailytimes 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 adaptation has accumulated so much that Zhihu simply made a series of answers into a series of animated short films called "Moments of Warmth in Life", and divided the emotional life of young people into four categories: "life perception", "love", "family affection" and "friendship". It was shown that it received a total of 11.89 million views. The original graphic and text answers in each animated short film also became popular again driven by this series of videos.

One of the responses that received 110,000+ likes in 2017 was "What's the most inexplicable rule you've ever seen in college? ", some readers immediately recalled the original author's classic story after watching the video.

Video creation regains high-quality graphics, which also hides the quality-first thinking of Zhihu's operating content. It is better to concentrate on quality than to blindly pile up in the community, and let creators re-create on the high-quality content to achieve the effect of 1+1>2. The emergence of the joint innovation model has provided more channels for text creators to "see good content", and more channels for video creators to "find good topics/story".

On the other hand, the function of "co-creation" also solves the copyright problem and sets a sample for the creative atmosphere of the content community.

When the self-media was just emerging, there were many infringement cases of cross-platform plagiarism of Zhihu’s answer text. Later, short videos grew wild, and there are still many problems of text processing into videos. But the optimistic point is that after opening the authorization of the author of the graphic and text, the high-like content can be shared in the form of graphic and video, and the defense barrier to plagiarists is also improved.

▲The video themes in the Zhihu Gaozan Joint Creation Contest are diverse

In the future, with the development of the co-creation model, the copyright maintenance of Zhihu Answers can also be like publishing stories and authorizing the adaptation of film and television works, and the copyright mechanism will be further improved.

From the perspective of the audience's reading habits, it is a trend to shift from pictures and texts to videos, but readers who are loyal to reading text still exist. As mentioned earlier, videos and graphics in the content community should not be independent, but complementary two-way services. "Joint Creation" is Zhihu's answer to the diversification of reading habits. The audience can choose to read the content format that suits them, and the creator can continue to dig out the good content to re-display.

The most important thing is that the most troublesome "copyright problem" for community operators is solved in this mechanism, allowing Zhihu to guide a virtuous circle of content production in an atmosphere of originality first. Video creators can find high-quality adaptation sources in the mature cases of Zhihu, and present the content in new forms. It is also possible to directly display the content that is already in line with the tonality of the community, and also avoid the problem of video handling in terms of topic selection and content presentation.

After all, it is only by respecting the sovereignty of content producers that new sparks can emerge from content.

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