2024, the year when official V has the most sense of the Internet

Why are the official Vs the most popular in 2024? This article will help you explore the reasons. Through a few simple cases, it will help workers who want to work on new media platforms improve their online sense, grasp the traffic code, and create high-quality videos.

Cat memes, skits, dance challenges... Videos easily get millions of views, and the avatars are "official". This year, the operation of government accounts and blue Vs on social media seemed to be taken over by operators born in the 2000s overnight. These blue Vs and government accounts have taken a different approach and attracted a large number of users through various "lives".

However, not all government accounts and Blue V accounts have had smooth development. According to statistics, since April this year, more than 10 provinces and cities have officially announced the suspension and cancellation of their government WeChat public accounts and Weibo accounts, covering provinces, cities, counties, towns and villages, involving multiple administrative departments.

Is youthful operation a shortcut for government accounts and Blue V to become popular? What other issues need to be paid attention to in the development of government accounts and Blue V? This article will select the "popular" and "lonely" Blue V accounts and government accounts on the current content platform for in-depth analysis to explore the answers to the questions and hope to provide valuable references for their development.

1. The younger you are, the more popular you become

In recent years, new government media have become increasingly popular. Among them, @深圳卫健委, as Shenzhen's "visible bag", has become a representative of Shenzhen.

During the epidemic, a pregnant woman went to the hospital for a checkup. She had done a nucleic acid test, but there was no result after 12 hours. When she anxiously left a message in the comment section of the Shenzhen Health Commission’s official account, they quickly replied, “Please send me the phone number.” These four words made the Shenzhen Health Commission the number one trending search on Weibo.

With the rise of short videos, @深圳卫健委 has kept up with the trend of the times and released medical jokes on the Douyin platform as early as 2020, delivering health information in a relaxed and humorous way. Many videos have received more than 10,000 likes, demonstrating its strong influence and communication power.

In addition, @深圳卫健委 also actively tried the short drama format. Through careful planning and production, it successfully created several domineering short drama series, which attracted a large number of fans and became the "short drama representative" after Wang Ma.

They also collaborated with @口口医生 to launch a series of videos on difficult and complicated diseases. Through humorous dialogues and vivid interpretations, the audience can learn medical knowledge in a relaxed and enjoyable atmosphere.

Among them, there was a video about "difficult outpatient clinics" which received 3.349 million likes for its unique creativity and sparked widespread discussion.

The patient asked the doctor: "Doctor, I always have some strange sexual fantasies." The doctor looked "I understand" and said, "Oh? What are they?" Unexpectedly, the patient gave a decisive answer: "I fantasize about someone loving me." "...Friend, are you going to kill me?"

Image source: TikTok

At the end of the video, Xiao Wei did not forget to enlighten everyone: "This is a bad day, not a bad life. Let's try again tomorrow." According to the heat wave data, the Douyin account of @深圳卫健委 currently has 2.628 million followers, making it a leader among government accounts.

No wonder netizens commented: "Even if you change the track, you are still terribly strong."

In fact, it is not new to convey information in a form that is popular among the people. As different information media emerge and become popular, government agencies are also changing their output media in sync.

In 2019, the General Office of the State Council clearly proposed to build a new government media matrix system with China Government Network as the leader by 2022, with overall coordination and rapid response.

Since then, new government media have sprung up like mushrooms after rain, and various units and agencies have established government accounts to narrow the distance with the public and deliver the latest information. At this time, government accounts mainly rely on the new media of public accounts, and @浙江宣传 has emerged as an operating benchmark for new government media accounts.

With the rapid development of short videos, new government media are also keeping pace with the times. Not only have they entered short video platforms, but they have also begun to select post-00s youth to manage government accounts, connecting with the public through a youthful sense of the Internet. As a result, cat memes, cross-dressing videos, and other videos have emerged.

Image source: TikTok

On the one hand, the younger generation of operators has gradually attracted the public's attention to government accounts, and innovative accounts such as @海南禁毒 and @四川狱 have emerged. On the other hand, the development of government accounts is uneven, and the popularity of @深圳卫健委 cannot represent the development status of the entire government new media.

Overall, the development of government accounts can be described as sea water on one side and fire on the other.

According to an analysis, since April this year, in the past two months, more than 10 provinces and cities have officially announced the suspension of updates and cancellation of their government WeChat public accounts and Weibo accounts, covering provinces, cities, counties, towns and villages, involving multiple administrative departments.

Judging from the content, most of these shut-down government accounts are in a state of weak updates or suspension.

On the one hand, as the number of new government media increases, some government accounts have deficiencies in content innovation, operation and maintenance, resulting in a decline in attention and weakening of influence. On the other hand, some grassroots government accounts face resource constraints such as manpower and material resources during operation and can only choose to stop updating or cancel.

In fact, for the general public, the operation of government accounts has its own particularity. The successful case of @深圳卫健委 shows that while innovating in form and content, new government media must ensure the authority and accuracy of information. At the same time, new government media also need to lower their profile, actively integrate into the daily lives of the public, use small cuts to talk about big topics, and convey government information from the shallow to the deep.

2. Blue V involution, “post-00s” become the key words

Blue V, which is an account that has been verified by a company on various social media platforms, has become an important tool for companies to establish influence and voice channels in recent years. These accounts have successfully attracted the attention of a large number of young users through youth-oriented operation strategies.

Data shows that @顺丰速运's cat meme video on Xiaohongshu has received over 180,000 likes. On Bilibili, a large number of cat meme videos posted by blue Vs have emerged. Most of these videos are created by operators born after 2000 from a first-person perspective, cleverly combining real photos with cat meme emoticons to create interesting visual effects.

Take @噜咪啦官方 as an example. This domestic potato chip brand from Yunnan has a 28-year history, but its popularity is relatively low, and its main market is concentrated in Yunnan, Guizhou and Sichuan.

Through the youth-oriented operation on Bilibili, @噜咪啦official website closely followed the hot topics on the Internet and released a series of video contents with popular elements such as cat meme, five-star general MacArthur, and big banana, which successfully attracted the attention of a large number of young users. As of now, the number of fans of this account on Bilibili has reached 334,000, and it has also brought significant growth in sales for the brand. Its current Taobao flagship store has 275,000 fans.

Image source: Station B

This is not the first case of post-00s operations leading small and medium-sized enterprises to break out of the circle. In a 2021 article titled "Blue V Involution, Thanks to China Unicom", Crawley mentioned that @老乡鸡's daily "clucking" copywriting push made "muddling through work" become the account's personality. Use earthy and sand sculpture operation methods to create screen-sweeping brand marketing. Three years have passed, and @老乡鸡 still insists on "clucking" every day on Weibo.

Image source: Weibo

Whether it is @老乡鸡’s fixed “嘎嘎哒” or @噜咪啦’s official cat meme video, blue V accounts are attracting user traffic through increasingly “down-to-earth” attitudes.

However, as more and more Blue V accounts join the cat meme army, the risk of homogenized content is gradually emerging. Users may experience visual and aesthetic fatigue from a large amount of repetitive and uninnovative content. Therefore, while pursuing youthful operations and online sense, Blue V accounts also need to continue to innovate and maintain content diversity and freshness.

In addition, while pursuing short-term exposure and attention, Blue V accounts also need to focus on how to convert traffic into long-term development momentum for the brand, and should not neglect the publicity and promotion of their own products and services. Only by providing valuable and in-depth content can they truly win the trust of users.

3. Write to the end

Whether it is Blue V or government accounts, the success of youthful operations proves that as long as you put down your status, open your mind, "touch" hot spots, and lead trends, you can successfully attract users' attention. However, while pursuing hot spots and attention, accounts should also return to rational thinking.

For government accounts, in addition to hot topics, they should also pay attention to how much government information and content consultation the public has obtained, rather than just the 100,000+ readings and likes.

Take the Hainan police as an example. In 2023, the Hainan police used the popular science video "The High-end Autumn Clothes for Catching Criminals" to become popular on the entire Internet, allowing the knowledge to "inadvertently enter the brain."

Image source: Weibo

For Blue V, they need to think about how to convert traffic into long-term development momentum for the brand and achieve a win-win situation for the brand and users.

As for the future, we also look forward to the emergence of more high-quality Blue V and Official V accounts to bring richer content and information to the audience.

Author: TopKlout

Source: WeChat public account "TopKlout (ID: TopKlout)"