The post-00s have taken over the official account. Is the official account suitable for selling cuteness?

Recently, the official account has undergone great changes. Short videos are spread by combining the copywriting of the official account taken over by the post-00s and the "cat meme". So the question is, are official accounts suitable for cuteness?

The official account is starting to change!

“After two years in the job, my boss finally handed the account over to me.” This sentence, accompanied by a kitten dancing magically, led to the first video made by the post-00s operator after taking up the post, which became a huge hit.

Recently, the Yichang Public Security Bureau released an alternative promotional video. The editor transformed himself into a "humble cat", sometimes typing on the keyboard to edit the video, sometimes holding his head in his hands and getting scolded, making the experience of migrant workers very interesting and humorous.

Some netizens found that this video received more likes than all previous videos combined.

Recently, "cat meme" has become the traffic password for playing short videos on the Internet.

If you click on the popular video list of Bilibili, you can see two or three videos marked with "cat meme" every day, and many official accounts of companies have joined in the meme.

Afterwards, "The official account finally fell into the hands of the post-00s" topped the hot list of the video platform.

Some official accounts that are considered serious in the public's impression have also changed their previous style of preaching, one-way output, and seriousness. They have given the public a refreshing feeling through new modes such as collective pranks, playing memes, and "going crazy". They have also won many likes from netizens and quickly became popular.

For example, the official account of the Rescue and Salvage Bureau of the Ministry of Transport, "China Rescue and Salvage", responded to netizens' distress calls and other questions in the comment section while not doing anything else. "Hunan Anti-Drug" used cat meme videos to show the dangers of drug abuse.

What is the reason for this craze?

From their active operations, it can be seen that official accounts are also increasingly concerned about traffic and popularity, and are eager to stand out and attract attention.

But some people also pointed out that official accounts should not be overwhelmed by traffic.

How to balance?

In this regard, Southern Metropolis Daily reporter Zhang Qianhan and Shu Le had a discussion. I think:

The so-called post-00s taking over official accounts is rooted in the fact that government accounts have begun to get down-to-earth and use "Internet language" to communicate and disseminate information with the target audience.

This is essentially a self-transformation of the officials in keeping with the changing trends of the times.

At the same time, this is also a kind of trial and error promotion based on the characteristics of cost-effectiveness of the dissemination of pan-entertainment content on new media platforms, especially short video platforms.

At the same time, the operating staff also changed the stereotyped image of the past official announcement mode of speaking with a stern face and bending over to chat. Instead, they used a pan-entertainment performance method to create a feeling of "chatting up", which was more friendly and straightforward.

In terms of the balance between memes and propaganda, I think:

To go with the flow, it still depends on whether you know how to swim and how good your water character is!

Traffic is necessary, but we cannot lose our bottom line just to cater to traffic.

The operating logic of government accounts is to spread information to the target audience, and to pack the content that needs to be spread into them through skits, hot topics, hot searches and other forms of information that have high spread and penetration.

For the general public, they are obviously more willing to pay attention to such interesting souls and have the desire to interact. It can also change the public's impression of the relevant departments from stereotyped to interesting, and then form a subconscious mind of being promising.

Therefore, it is essential to do some activities, but it is also necessary to be in sync when taking advantage of hot topics.

For example, the use of Internet buzzwords, such as "If you want to write ______, you can't just write ______", as a popular Internet writing style, is actually not suitable for use by government accounts.

Such rhetoric will give people an imperative tone, which can easily create disgust and become low-level red or high-level black.

In addition, there must be real content, rather than just being popular for the sake of being popular. It is also important to pay attention to the combination of many hot topics, hot words and the content itself. The most appropriate angle is popular science.

As for matters such as public announcements and policy interpretations, it is best to be serious to avoid giving a frivolous impression.

In short, you can use the pan-entertainment trend to attract attention, but you cannot indulge in entertainment for the sake of traffic.

Otherwise, the government account may destroy its reputation by going too far.