Taking over from "Mother Wang", @Shenzhen Health Commission becomes the new "top streamer" in the short drama track

This article introduces the reasons behind the popularity of Douyin @深圳卫健委 in the short drama track. It is recommended for friends who are interested in the operation of government new media to read and watch.

No one could have imagined that after @七颗猩猩 played "Wang Ma" in the domineering short drama and gained 5 million followers across the entire network, the next "rising star" in the popular short drama track would be a government account - @深圳卫健委.

Recently, @深圳卫健委’s domineering short drama has gone viral on TikTok.

A serious doctor travels through time to a skit about a domineering president and becomes a "resentful person". She either watches the overbearing president, the stubborn heroine, and the scheming female supporting actress perform bloody dramas, or becomes the center of the drama and falls into the vortex of the overbearing president's "forced love". During this period, she does not forget to take advantage of every opportunity to popularize medical knowledge and fulfill her mission as an official V.

This "magic gold" but addictive short comedy about a funny and domineering boss quickly hit the funny spots of current users. While both videos received considerable number of views and likes, the "unemployed" @深圳卫健委 was also pushed to the hot searches one after another, gaining 122.6W followers in 30 days.

This is not the first time @深圳卫健委 has started making short plays, nor is it the first time it has done something special.

"Three years ago, the Shenzhen Health Commission swept WeChat, and three years later, it swept Douyin." As an unconventional government account, the Shenzhen Health Commission is not only "far ahead and without any rivals" in its own track, but also provides fresh ideas for more government accounts to create in the context of the Internet.

01 Government account, popularized by domineering CEO skit

The domineering boss skit can be said to be a "trendy work" of @深圳卫卫委 that keeps up with current hot topics.

In March, the plot creator @七颗猩猩 launched the series of works "Reborn as a Nanny in a Domineering CEO Short Play". The protagonist Wang Zhixing transformed into "Wang Ma", a nanny who is often "persecuted" in the "dog-blood" short play. His main daily job is to clean up the mess for the various "sexy" operations of the male and female protagonists. The various "magic gold" operations of the male and female protagonists in the short play are further magnified in his works, increasing the comedy of the works. At the same time, "honest man" Wang Ma became the "mouth substitute" of thousands of viewers, and complained about those "intelligence-reducing" old routines on their behalf, giving the audience enough emotional value. With this series of content, @七颗猩猩 ushered in the second spring of his career, and the cumulative increase of fans on the entire network exceeded 3 million in 30 days.

Following this trend, @深圳卫健委 set the story background in a hospital that is closely related to the account positioning, and successfully created a series of short dramas about domineering CEOs that are dramatic, bloody, funny, yet practical and have scientific significance.

In the first video he released about the domineering boss, Dr. Koukou traveled through time and space and became a resentful doctor beside the domineering boss. He was forced to watch all the stupid and bloody operations between the domineering boss, the stubborn heroine, and the scheming female supporting role. He never tired of educating them about medical knowledge and correcting their wrong medical cognition.

For example, when the stubborn heroine learned that she had breast cancer, she began to tell the boss about her affairs. The boss grabbed the doctor by the collar and shouted, "If Su Su dies, I will let you be buried with her!" He completely ignored the doctor who kept saying beside him, "This cancer is in the early stage, it can be cured, and you won't die!"

Another example is the scheming female supporting role pretending to bleed in order to attract the attention of the boss. Unexpectedly, the prop she used was white blood. Faced with such a casual operation, the boss was shocked: "White blood, isn't that leukemia!" The doctor rolled his eyes speechlessly: "Leukemia is a malignant proliferation of white blood cells, not white blood at all!"

The stubborn heroine has always believed that as long as the boss sees the "mole" on her hand, he will recognize her. The doctor beside her shouted anxiously: "This is not a mole, this is a malignant melanoma, which is highly malignant and metastasizes quickly. If it is not removed, she will really die!"

Overall, the protagonists in the series of short plays, played by real doctors, lead users to experience the crazy operations and bloody twists of the boss's team like an innocent person, while also sparing no effort to popularize medical knowledge, looking helpless and funny. Rigorous medical knowledge is thus cleverly integrated into the funny plot, which not only does not feel out of place, but also allows knowledge to enter the user's mind in a strange way.

The combination of government account X domineering president skits is unique in itself, which has attracted a lot of attention from @深圳卫健委. Judging from the excitement of the plot and the expressiveness of the actors, the domineering president skits it has created are in no way inferior to those of professional plot creators. Coupled with the bonus of popular science of professional medical knowledge, its buff is maxed out . While the videos have received nearly one million likes, they have also frequently appeared on hot searches, causing many netizens to sigh that "Shenzhen Health Commission has started to play the 'peak game'."

02 @Shenzhen Health Commission, always taking an unconventional path

In addition to the domineering president, the short drama content released by the Shenzhen Health Commission on Douyin has actually already radiated to multiple themes and fields, centered around the core of "popular science".

On May 3 this year, @深圳卫健委 released a video with the caption "Difficult Outpatient Clinic - Friend, do you want to kill me?"

This video uses a doctor's consultation plot to show the mental world of depression patients to the majority of users, thereby arousing people's attention to depression.

At the beginning of the video, the doctor asked the patient: "What's your problem?"

The patient replied: "Doctor, I always have some strange sexual fantasies."

The doctor smiled evilly and asked, "Oh? Is it S or M?"

The patient replied: "Neither, I just fantasize about someone loving me."

During the next two consultations, the doctor saw a depressed teenager accompanied by his mother. Through the stethoscope, the doctor saw the struggles and pains in the teenager's heart. His mother's constant complaints and misunderstandings became a heavy burden on the teenager's heart. When the doctor asked the patient who had successfully overcome depression how he did it, he said, "It's simple. I let myself fall in love with him, and then he would leave me, just like everyone I have loved."

Finally, accompanied by the song "I Once Thought of Ending It All" sung by Mika Nakashima, a few lines of words slowly appeared on the screen: "This is a bad day, not a bad life. Let's try again tomorrow."

This heartfelt science video received 317.3W likes and 186,000 comments, even surpassing the two videos in the "Boss" series. Some people shared their own feelings about illness under the video and gathered with people who had similar experiences for warmth; others were moved by the video and gained a deeper understanding of depression.

"The most reliable popular science, the most interesting soul" , this is the positioning of @深圳卫健委's Douyin account homepage. Looking through the videos it has posted, you can see all kinds of unexpected ways of doing things around the elements of popular science, fun, and warmth.

For example, the film used a movie-like explanation to popularize the effects of cigarettes on sexual function. The opening line "Pay attention, this man is Xiao Shuai" was paired with a series of subsequent online pictures, which was vivid and vivid, causing many netizens to exclaim in the comments, "Has the official website been hacked?" "As an official, your editing is very avant-garde";

For example, the various mental pressures that young people today bear are revealed in an interesting way - the patient had back pain, and the doctor said it was because there were a lot of dirty things weighing on her, like her colleague's pots, her boss's KPI, the house's water and electricity, and Huabei; the patient had a headache, and the doctor took out a stethoscope and listened, and found that her mind was full of the pie in the sky painted by her boss; the patient had a toothache, and the doctor immediately said sadly: "Everyone grits their teeth to go to work, and swallows their broken teeth for a living." When the patient said that as long as the medicine was prescribed, "I am willing to take it no matter how bitter it is", the doctor said: "I understand, people with a hard life are often willing to suffer", and then the two cried and hugged each other, comforting each other.

@深圳卫健委 is not only active on Douyin. Before this, it was already well-known in the WeChat public account ecosystem.

It is understood that the content of @深圳卫健委's public account tweets is mainly health science popularization that the public needs, supplemented by policy interpretation and medical information. In January 2022, the number of fans had reached 17 million. At present, the number of views of its published articles has stabilized at more than 100,000.

Consistent with the tone displayed by TikTok, the popular science approach of its official account is also not so "serious", causing users who see it for the first time to question "Is this an official account?"

On the one hand, its popular science medical and health content is all-encompassing, covering multiple fields, and the text is easy to understand and not at all awkward; on the other hand, in conjunction with different popular science themes, @深圳卫健委 has also come up with a variety of jokes and made a variety of cover pictures and emoticons for itself, which are both funny and vivid, and are even more outstanding when paired with popular science content. Countless users enjoy watching it, and swiping the cover and collecting emoticons have become daily operations for many fans.

03 Government accounts need to learn how to “do things in a fancy way”

@深圳卫健委 “swept” TikTok, once again showing us the importance of government accounts being able to be active and create content.

Since 2018, government agencies have opened accounts on Douyin and Kuaishou, and the number of government accounts has maintained an extremely high growth rate. Despite the rapid growth, compared with the growth in "quantity", the breakthrough in "quality" is still a problem facing most government agencies: many government accounts have weak content creativity, and update content for the sake of updating content. In order to ensure the update volume and release frequency, the content is "watered down", empty and boring, no one reads it, and the homogeneity is extremely serious.

The key to operating government accounts is how to break the public's stereotype of government agencies through effective operations, make originally serious content more entertaining and spreadable, and ultimately achieve the purpose of spreading positive energy, popularizing scientific knowledge, and promoting mutual understanding between government agencies and users.

In order to achieve this goal, many government accounts have tried their best to attract users’ attention through unique ways. Before @深圳卫健委, we have also seen some government accounts unlock the down-to-earth operation of "content is government, expression is Internet":

@四平警事, which is affiliated with the Siping Public Security Bureau and became popular as early as 2018, currently has 17.872 million followers on Douyin. The account conducts legal education through original legal education comedies, covering topics such as drug control, anti-gang and anti-evil, robbery, and prohibition of drunk driving. The wonderful performances of the actors and the original Northeast comedy of "jokes" have changed the stereotyped and serious image of government accounts in the traditional impression of users, and quickly won the love of users.

@孝警阿特, from the perspective of a post-90s police officer named Art, leads netizens to "immerse" themselves in the front line of law enforcement. Art, who is "either arresting people or on his way to arrest people", has visited casinos, drug trading places, prostitution dens and other major crime sites. In the exciting and immersive arrest process, the majority of users who seem to follow the police in the whole process not only satisfy their curiosity, but also receive the baptism of legal education invisibly.

The more down-to-earth @深圳卫健委, on the other hand, has been more deeply integrated into the Internet context while maintaining its professionalism, and has a deeper insight into the needs, interests, excitement, and resonance points of the user group , and has closely followed the hot spots and trends to output content. It seems "unreliable", but in fact it has both depth and warmth, thus not only providing professional answers and practical information that users really need in their lives, but also achieving "resonance" and deep connection with users emotionally. Professionalism, practicality, fun, and humanity, none of them are missing. It is not difficult to understand why it can stand out in different fields.

Of course, @深圳卫健委’s success is not an isolated case. We believe that after shedding their aloofness, lowering their status, and finding the right way to communicate, more government accounts will become popular with good content, setting off a new round of traffic carnival.

Author: Yue Yao;

Source: Kas Data (ID: 736105)