@Xiamen Public Security’s “live streaming and selling” popular science has gone viral, how does the official blue V account innovate in communication?

In the Internet age, how official institutions can use new media platforms for effective dissemination has become a topic worth exploring. With the rise of short video platforms, official Blue V accounts have tried innovative ways of dissemination to attract public attention and improve the efficiency of information dissemination.

In the digital age, the way information is disseminated is changing with each passing day, and traditional propaganda models can no longer meet the needs of modern audiences.

According to public data, as of June 2024, short video users accounted for 95.5% of all Internet users. The industry continued to prosper, and the user stickiness of short video platforms continued to increase.

This means that short video platforms are increasingly becoming one of the key communication tools for the official Blue V account. How to continue to produce high-quality content, retain short video platform users, and expand the breadth and depth of communication has always been the proposition of the official Blue V account.

Clour found that recently many official blue V accounts have frequently gone viral, using many excellent communication cases to solve this problem. From @Xiamen Public Security's "live streaming" legal education short videos, to @Shenzhen Weather's interesting weather forecasts, to @Luoping Traffic Police and @Shanghai Police's creative publicity, these official blue V accounts have successfully broken the inherent publicity framework through bold innovation and attracted the attention of the majority of netizens.

This article will combine these excellent cases to explore how the official Blue V account can break through its own limitations and stand out among the numerous online voices?

01 "Popularizing science with goods" and "Answering questions via live broadcast"... The official blue V can also do something fancy

"Welcome all thieves"

"A 90% new Guoguo phone. If you steal it, you will be sentenced to a fixed-term imprisonment of up to three years."

Image from TikTok

What kind of sparks will be created when the two seemingly unrelated words "public security" and "live streaming with goods" collide? Recently, a series of "live streaming with goods" popular science videos by @Xiamen Public Security have quickly become popular on the Internet, not only attracting the audience's attention, but also once again pushing the topic of how official blue Vs can promote through creative activities to a new height.

What can the police “sell” in the live broadcast room?

In @Xiamen Public Security’s videos, the police are no longer serious and rigid, but have become live streamers, introducing special “products” such as “drunk driving packages” and “theft penalties” in a humorous and witty way. From “drunk driving packages” to “theft penalties”, these seemingly absurd “products” are actually a vivid interpretation of legal knowledge, making the originally boring legal knowledge come alive.

Common phrases used in live streaming sales, such as "321 to get the link", "Big giveaway", and "Welcome to our Bobo Room", have also been cleverly integrated into the popularization of legal knowledge. By imitating the language and scene settings of live streaming sales in the video, @Xiamen Public Security has made legal knowledge vivid and interesting, and has also conveyed the spirit of the rule of law invisibly.

@Xiamen Public Security's creativity this time has gone viral. This innovative way of publicity on the Internet not only caught people's attention, but also quickly became popular on the Internet. Xiamen Public Security published an article on its WeChat official account stating that once this series of short videos was released, as of September 26, the number of views on the entire network had reached nearly 200 million, and the number of likes had exceeded 3 million.

The picture is from the video account

The success of Xiamen Public Security has also inspired more official blue Vs to innovate, and @深圳天气 is one of them.

On September 27, @深圳天气 imitated the Xiamen Public Security Bureau’s “live streaming” approach to popularizing scientific knowledge, and also released a video titled “Good Weather Package for the 17 Days of National Day” in combination with Shenzhen Weather’s content.

After browsing the Shenzhen Weather account, I found that @深圳天气 had started to innovate in the content and format of its videos. For example, during the Mid-Autumn Festival this year, @深圳天气 presented the weather in Shenzhen for the three days of the Mid-Autumn Festival in the form of a shift. In the scenes close to life and interesting paragraphs, the weather for the three days of the Mid-Autumn Festival was quietly and vividly conveyed to everyone. The video has received 90,000 likes so far, and netizens also affirmed this kind of creativity: "I suggest that the idea of ​​@深圳天气 be popularized nationwide. Who doesn't like to watch the weather forecast?"

The picture comes from TikTok

In addition to the two official blue Vs mentioned above, @罗平交警 has long been known for its humorous propaganda style. The special jokes they created are based on traffic safety knowledge, keeping up with Internet hot spots, and have gained a large number of fans on the Internet.

For example, @罗平交警 keeps up with the hot topics in a timely manner and uses the last frame of a popular movie to freeze-frame some funny scenes of traffic violators who happen to encounter traffic police. The original intention of the freeze-frame editing is beautiful, but when it comes to the Luoping Traffic Police, the style changes instantly.

In addition, @罗平交警 also added beautiful BGM to the law enforcement scenes of not wearing helmets and illegally carrying passengers, creating a weird and funny sense of déjà vu.

@罗平交警 also creatively planned a spin-off version of "Goodnight Miss" - "Goodnight Young Man", describing the process of being caught for speeding in the early morning with the popular Internet meme "Goodnight Miss". It received 1.701 million likes and 840,000 reposts.

The phrase "'One helmet and one belt' does not refer to a helmet and a person, but a helmet and a safety belt" that appears in the popular science video has become a "classic quote" that is often used as a joke in the comment section.

The Shanghai Police have conveyed knowledge on fraud prevention to the public through creative adaptations of popular TV dramas and songs, and the creation of anti-fraud MVs. Works such as the anti-fraud version of "Longing for You" and "The Story of Minglan", and the online dating scam version of "Love You" have not only been widely circulated on the Internet, but have also attracted great attention and discussion from all walks of life.

02 "Self-positioning + hot spots" innovation breaks through the limitations of serious and boring content

The official Blue Vs are constantly making their mark, and behind the excitement, what is more worthy of our attention is what do these official Blue Vs have in common?

First of all, we should keep up with the hot trends and be bold in our thinking. Content creativity has become the core of attracting users. We can find that the videos of Xiamen Public Security Bureau and Luoping Traffic Police have more or less the shadow of online hot spots.

@Xiamen Public Security broke the shackles of inherent thinking and grafted the popular live streaming format of selling goods into its own content. Through clever combination, it expressed the previously obscure and boring legal knowledge in a form that netizens like to watch; @Luoping Traffic Police always follows the hot topics, such as "Good night, Miss", "Three folds, there is still surface", "Fancy changes to the lyrics of Fantastic Baby"... Is there really no Luoping police? Hot topics that cannot be "taken advantage of".

The performance of these official Blue V accounts also tells us that more and more official Blue V accounts are constantly exploring new and interesting ways of expression and producing content that is both interesting and influential.

Following hot topics and innovating ways of expression further break the limitations of serious and boring content and cleverly combine entertainment with seriousness. There is no lack of combination with one's own positioning, and no abandonment of the original propaganda content to rigidly take advantage of hot topics. In the "live broadcast with goods" series of popular science videos released by @Xiamen Public Security, the essence of the entertainment form is the popularization of legal knowledge, which not only lowers the audience's acceptance threshold of legal knowledge, but also makes the originally serious legal provisions lively and interesting, allowing the audience to learn legal knowledge in a relaxed atmosphere.

According to the 54th Statistical Report on the Development of Internet in China, by June 2024, the number of Internet users in my country will be nearly 1.1 billion (1.09967 billion), an increase of 7.42 million from December 2023, and the Internet penetration rate will reach 78.0%. In addition, the report also shows that short videos have become an important application for new Internet users to "go online".

Whether it is following hot topics, innovating, or increasing entertainment, the starting point of these changes is to fit in with the information acceptance habits of contemporary audiences. At present, young people in particular pay close attention to and love new media forms such as short videos and live broadcasts. According to Clour's observation, in the field of short videos, creative, interactive, and interesting content is more likely to be favored by them.

Some official blue V accounts are also accelerating their move towards these styles. Some official blue V accounts, such as @Xiamen Public Security, @Luoping Traffic Police, @Shanghai Police, etc., focus on changing the style of video content. And @Tianjin Fire Protection is making changes in the form of publicity.

@天津消防 has started a live science popularization mode on the Douyin platform. In the process of connecting with netizens or experts, @天津消防 has set up a variety of "tricky" and interesting questions and answers to enhance the audience's sense of interaction and participation, and to promote fire protection knowledge in a subtle way.

In addition, @天津消防 has created many famous live broadcast scenes while leading the interaction between influencers and their fans, and made live broadcast slices of these famous scenes into a series of videos for secondary dissemination. The depth and breadth of popular science propaganda have been greatly improved. The number of fans of @天津消防 has also increased to 5.356 million, with a total of 240 million likes.

The picture comes from TikTok

It is worth noting that after reading many official Blue V account videos, Crawley found that cross-border cooperation seems to be one of the new directions currently explored by the official Blue V.

Luoping Traffic Police not only often co-create videos with other official Blue Vs, but also invite other creators and experts to appear in story-telling promotional videos; Shenzhen Health Commission also invited @今头条 to participate in planning, directing, screenwriting and other content, and creators such as @口口医生 appeared in the performance, releasing videos such as "When a Doctor is Too Honest", "Expired Children's Difficult Clinic", and "Traveling Through Time to Become a Wronged Nurse in a Domineering President's Drama".

This method not only ensures the quality of video content, but also becomes one of the channels for official accounts to expand their influence.

The picture comes from TikTok

03 Conclusion

The Xiamen Public Security Bureau’s “live streaming and selling” legal education short video was followed up and reported by media such as Xinhua News Agency, People’s Daily Online, Fujian Release, Fujian Communist Youth League, and Fujian TV; multiple videos of the Shenzhen Health Commission went viral, with the highest one receiving 3.609 million likes; the Tianjin Fire Department’s live streaming and live broadcast-style publicity has currently gained 5.358 million followers... The official blue V account has used data to solidly prove to everyone that official accounts do not have to be rigid and marginalized by the Internet.

Netizens’ jokes such as “It’s guaranteed to be a hit!”, “The post-00s have come on stage” and “What a talent” also show that everyone supports the creativity of these official accounts from the bottom of their hearts.

How to innovate communication based on one’s own positioning has always been one of the propositions of many official blue V accounts.

In order to spread the message beyond the circle, in terms of audience, they adopted various forms such as short videos, animation, games, etc. to meet the needs of different audiences and expand the audience; in terms of content, they broke the rigid style of the past, paid attention to social hot spots in a timely manner, and seized the hot topics that the public liked to see and hear to make something lively.

This is their current excellent solution, and we also look forward to whether there will be more official blue V accounts that will come up with new solutions to this problem in the future.