Retweet + Like + Like 100,000+, the traffic code of the popular video account

This official promotional video titled "Riding the Waves" has gone viral, with over 100,000 reposts, likes, and likes. How was this hit made? This article gives the answer, and I hope it will be helpful to you.

Some time ago, a video account went viral.

How do you define a hit? Retweets, likes, and likes, these three key numbers for the video account, all exceeded 100,000+ in just 24 hours.

This is a short video titled "Riding the Waves" released by @Hangzhou Asian Games 100 days before the opening.

Although we can occasionally see "3 videos with more than 100,000 views" on major official media, most of them are social or military news. In my impression, at least in the first half of this year, only this "official propaganda film" can reach such a large amount of data so quickly.

So the question is, what is the secret to this popular video? Is there a replicable methodology?

I will first briefly talk about the video and then give the analysis.

The camera starts off with the "tide" of Qiantang River, which directly ties in with the title of the film "Riding the Tide" and also lays the foundation for the theme of "tide-riding culture".

A "tide-riding young man" sets out from Liangzhu, a sacred place that is evidence of China's 5,000-year history of civilization, and embarks on a journey of nature and culture that travels through ancient and modern times.

I think, rather than saying it is a promotional video for the Hangzhou Asian Games, it is better to say it is a promotional video for the image of Hangzhou city.

The city scenery is represented by the three world cultural heritage sites of Liangzhu, West Lake and the Grand Canal.

The city’s lively atmosphere is ignited by Katakawa and Longjing.

There is also a sense of urban technology represented by mobile payment, future hotels and smart manufacturing.

In addition, the Asian Games venues, co-host city landmarks and Asian Games competition events are cleverly interspersed in the short film, and switched from the perspective of the "skateboard boy"...

The short 3-minute 23-second video conveys the enthusiasm of "Hangzhou Asian Games welcomes trendsetters from all over the world".

The uncle specifically looked up relevant information about "Tide Culture" and discovered that the theme of this film is very profound.

The tide-riding culture originated in Qiantang. The unique geography and climate at the mouth of the Qiantang River created a group of people who had to "ride the tide" in order to survive (the ancestors of Hangzhou people). They overcame the harsh natural environment and instead forged a spirit of courage to take risks and be the first to do things, which has been passed down from generation to generation.

Therefore, riding the tide is a spirit that is sublimated in the natural environment of "tidal surges", and the "tidal culture" is an important spiritual culture of the city of Hangzhou. It also happens to be the Olympic spirit of "higher, faster, stronger and more united", which is almost completely integrated.

With the cultural heritage of an ancient oriental city combined with the Olympic spirit, the Hangzhou Asian Games is about to take place.

What is the secret to this popular video? I think there are three.

1. The 100-day countdown is the greatest sense of ceremony

The uncle mentioned 7 motivations for sharing in "Swipe the Screen", 3 of which are superiority, ritual and participation. These 3 motivations are the key to this video account becoming a hit.

Let's talk about the sense of ceremony first. Uncle has repeatedly emphasized that taking advantage of the momentum to sweep the screen, this "momentum" is very important, including the timing. When was such a beautiful short video released? The timing is very good to release it at the 100-day countdown to the Hangzhou Asian Games, which perfectly matches the sense of ceremony.

How to explain it? In fact, this is a fixed routine for large-scale events. The "100-day countdown" is an important publicity node. On the one hand, it tells the athletes that the organizers are ready. On the other hand, more importantly, it tells sports fans around the world to quickly book a time, book flights and hotels, and come to Hangzhou for a trip.

We must do something in the 100-day countdown! Of course, "100-day countdown" is common, but "3 100,000+" is not common.

2. Stimulating a city’s sharing momentum

Let's talk about the sense of participation. As mentioned above, the short video is filled with almost all the elements of Hangzhou, from Liangzhu to West Lake, the Grand Canal, to Xiling Seal Society, Longjing Tea, Katsukawa, and even "Alipay Receipt", capturing the most distinctive elements of Hangzhou in one shot, mobilizing the power of a city to share to the greatest extent, and Hangzhou is a city with a permanent population of 12.37 million. The coverage of this sense of participation is too wide.

Even people from Henan have a part in it, because this film was produced by Henan TV.

The third is the sense of superiority, which I have always believed is the key to achieving fission and screen-sweeping in WeChat Moments. The love of Hangzhou people for the city of Hangzhou has been aroused through this extremely condensed short film, and at the same time, the sense of superiority of welcoming guests from all directions from the perspective of the host has also been aroused.

As mentioned above, the Hangzhou Asian Games promotional video has become a promotional video for the city of Hangzhou, reflecting the natural beauty, cultural beauty, sports beauty and digital beauty of Hangzhou people. Even if I don’t care about the Asian Games at all (or I’m not a sports fan), after watching this Hangzhou city promotional video, I will share it on WeChat Moments to convey two messages: Friends in WeChat Moments, I am living in Hangzhou now, and I want to show you how beautiful Hangzhou is (how beautiful my life is).

3. Jokes are always the best social currency

If you pay a little attention to the comment section of this popular video account, you can see many jokes. Among them, there is one that made the uncle smile after watching it, and he is willing to share it, which is: "The only line in the whole film: Alipay has arrived!"

Really, in this short video of more than 3 minutes, there is not a single line except for the line "Alipay has arrived". Is this a product placement? Hangzhou people think that the sound of Alipay arriving is a part of life. It is very Hangzhou and very interesting. I think that after such jokes (social currency) appear in the comment area and Moments, this short video of the video account can be spread better in WeChat communities and Moments in a more interesting way.

What’s interesting is that this short video was actually released on the two official platforms of the Hangzhou Asian Games, Douyin and Video Account, at almost the same time, but the data on Douyin was very average, while Video Account created a hit in a short period of time.

The uncle believes that this is because the spread of video accounts is based on private circle spread, and "region-based private circles" are more likely to achieve screen-sweeping in the WeChat communication ecosystem. This is why the video account data is much better than Douyin. Although the latter also has the so-called "hot searches in the same city", it is essentially a mechanical traffic distribution logic, and it is impossible to identify insights such as "Hangzhou people like this video more". The video account completely uses everyone behind WeChat as a dissemination node, and can achieve information fission in the regional circle very well.

Finally, what can this hit video account teach corporate brands? I think it happens to be the three reasons mentioned above, namely: nodes (how to create a sense of ritual), superiority (mobilizing people's enthusiasm for sharing), and jokes (interesting content that conforms to the WeChat private circle communication ecology).

Author: Almighty Uncle, WeChat public account: Almighty Uncle