“I have been working in Yichang Public Security Bureau for two years, and the leader finally gave me his official account...” Recently, a short promotional video produced by Hubei Yichang Public Security Bureau became popular. In the video, the editor transformed into a “humble cat” and cut the video while typing on the keyboard. , holding his head while being scolded, and acted out the experience of being a worker in a very interesting way. After the
video became popular, official accounts such as Yichang Traffic Police, Yichang Culture and Tourism, Yichang Xiling Public Security and other official accounts have "reorganized" and started the "reference" mode, attracting countless netizens to watch.
netizen: When I saw the dancing cat posted by the Yichang police, I knew there would definitely be brothers and units who couldn’t sit still!
Yichang Traffic Police: Stop talking. I was so anxious that I walked around in circles in the office yesterday.
Picture source: Ping An Yichang
While winning traffic, this video form called "cat meme" also made many netizens joke that "the official account will eventually be in the hands of the post-00s generation" "produced by the post-00s generation, reviewed by the post-90s generation" , the post-80s generation wiped their sweat and explained to the post-70s generation, "After posting this, am I still in the original position?"
Recently, reporters from Jiupai News contacted Tan Xiaolei, deputy chief of the Propaganda Section of the Political Department of the Yichang Municipal Public Security Bureau, who told reporters the story behind the "cat meme" video.
[1] It is indeed a combination of "post-70s", "post-80s" and "post-90s"
Kittens dancing, kittens screaming, kittens feeling wronged... Recently, "cat meme" videos have become popular on the Internet, and many Official accounts have joined the track one after another, and Yichang Public Security Bureau is one of them.
In fact, before this became popular, Yichang Public Security Bureau had already made an attempt to combine the "cat meme" with the "May Day" holiday safety tips to create a short video, breaking the previous model of publicity through oral broadcasts by the police. "This was the first time we tried this cat, but the effect at the time did not meet our expectations."
Source: Ping An Yichang
Tan Xiaolei introduced how to make the video more interesting and cater to young people's preference for watching short videos. This is a question that the Yichang Public Security Publicity Department has been thinking about, and they are constantly making various attempts.
“Later on, that cat was always popular. We found that the #official account was finally in the hands of “post-00s”. This topic was also very popular, so we combined the two together and added some humor to the video. "I didn't expect it to achieve such an effect."
Seeing the official "rectification", netizens laughed and said that this video was "produced by the post-00s, reviewed by the post-90s, and wiped by the sweat of the post-70s." "Explanation", interestingly, the reality is indeed similar.
Tan Xiaolei introduced to reporters that the current team is a combination of four people from the "post-70s", "post-80s" and "post-90s": two "post-90s" editors in charge of video editing, Tan Xiaolei from the "post-80s" and a post-90s editor in charge of publicity work Deputy Director of the Political Department of the "post-70s" generation.
"I am mainly responsible for the planning and review of videos. I will discuss short video ideas with others and plan to shoot some original short videos." Tan Xiaolei said.
Yichang Public Security Publicity Department is filming. Tan Xiaolei is on the left. Source:
provided by the interviewee. Does this "post-80s" really need to "wipe away his sweat" to explain this video production method to the "post-70s" leader?
Tan Xiaolei said frankly that after watching the video, the leaders did have some questions, "Will there be traffic after this thing is released? Will the superiors question us after seeing it? But we also feel that doing so does not deviate from the mainstream. expression, so I still want to try it, and the leader is very tolerant of us doing so. "The current official is so naughty." "The headache kitten who received the call from the leader is too real." "This template is very good. It’s quite cute to put these together.” Netizens’ comments gave the creative team confidence.
"We have also been paying attention to the comments of netizens. Currently, there are many positive, positive and affirmative comments. Netizens still want to see the down-to-earth side of our police." Tan Xiaolei told Jiupai News reporter, "I think these Comments provide a reference for leaders to make decisions, and leaders have more confidence in our team.
The popularity of short videos this time has also inspired Tan Xiaolei: "We must create content in a way that netizens like to hear and see. Maybe in the field of short videos, we still need to let go and hand over some accounts to the post-90s generation." 00 Later, bold attempts were made to fully utilize new media thinking and young people's ideas. At our level, we focus more on bottom-line thinking and conducting audits. "
[2] Will not excessively focus on hot spots and traffic
Regarding this, Tan Xiaolei said frankly: "To be honest, the 'cat meme' is just an attempt, although this video has gained a lot of attention and traffic from netizens. , but it cannot yet become the main form of our content creation. Perhaps the biggest inspiration this video brings to us is to use more novel expressions, but as an official account, you can't excessively use traffic or hot spots, that will definitely not work. "
Jiupai News noticed that the number of "whole work" videos posted on the Yichang Public Security account was not large. After the "cat meme" video became popular, the account still returned to posting positive energy such as serving the masses, promoting law enforcement, and combating illegal crimes. In the promotion of criminal cases,
Tan Xiaolei told reporters: "Imitating Internet hot spots and making videos is just one of our many forms of content expression. We have so much news material every day, such as heart-warming rescues, case crackdowns, etc., which we need to promote. "
Yichang Public Security Publicity Section cooperates with the media to plan works. Source: Interviewee provided
How to combine Internet hot spots with publicity work to show the official image and gain traffic at the same time? This is probably what every official account is doing Questions to think about.
Before the “Cat Meme”, the Yichang Public Security Bureau was also making various attempts, such as anti-fraud police imitating the screw-driving style of “Foshan Dianhan” and performing daily dissuasive calls; filming a police beauty version of “Dig, Dig” Popularize traffic rules, etc.
"Now we are also continuing to create some public security Internet celebrities, such as the video column 'Xiu Yibo', the main character is Li Xiubo, the auxiliary policeman of the Xiling Brigade of the Yichang Traffic Police Detachment. Although the videos in this column are mainly planned and shot by the traffic police department, we will also make some suggestions for modifications based on the video content. When we find some good hot spots, we will also remind them to use them in the next video production and so on. "According to Tan Xiaolei, Yichang Public Security will also co-create videos with other government new media accounts in Yichang City to show Yichang's natural scenery, urban civilization, etc.
Life photos of Yichang Public Security Publicity Department. Source: Provided by the interviewee
However, It is not easy to operate a government new media account well. According to media reports, many grassroots government new media accounts have chosen to close.
In Tan Xiaolei’s view, it is really difficult to win traffic with short video accounts. It’s also difficult to increase followers, “but you can’t give up just because it’s difficult. The most important thing in this process is to persist and learn more from some high-quality accounts. "
Popular official accounts such as Hainan Police and Shenzhen Health Commission are all students of Yichang Public Security Bureau, but the learning is not a deliberate imitation. "In fact, what we value more is the expression of a certain official account or some popular works released by big V. The ideas of form and content planning are worthy of our serious study. "
In addition to short videos, Yichang Public Security also continues to work in the direction of traditional media such as TV news and newspapers. "The cases we handle, key public security work, and good practices in serving social and economic development have also been included in CCTV's Rule of Law Online , Common Attention, News Live Room and other news column reports. "
Talking about future plans, Tan Xiaolei said: "I hope to tell the story of Yichang police from multiple angles and in various forms, strengthen positive publicity, and at the same time, produce more creative and influential works that will be recognized and recognized by more netizens. focus on. "
Source: Jiupai News
-
-
-
-
-
-
-
-
-
-