In the severely disordered short video business environment, it's time to usher in a clear stream.
Short video platforms continue to innovate in the field of public welfare and become a new force leading the high-quality development of public welfare undertakings.
The likes of the video account are linked to the social recommendation system, with more than 30 million "safflower likes", bringing a total of more than 70 million yuan in donations.
This is a co-creation activity during the Jiujiu Charity Festival, where more than 10,000 video account creators have created more than 40,000 public welfare videos for more than 1,800 public welfare projects.
"Lao Tie, move your little hands to make a fortune and point a little red heart" This common Internet discourse has become "lighting up a little red flower" here, which gives praise a deeper public welfare value.
The innovative operation mode of "Red Flower Zan" is considered to be a unique attempt to gather its own advantages in exploring public welfare resources, linking public welfare needs, broadening the coverage of public welfare projects, stimulating public welfare innovation, promoting public welfare life, and promoting public welfare culture.
The social explosiveness of "sending you a little red flower".
Caption: More than 1,800 public welfare projects have opened creative activities on Channels.
The short video of "Send You a Little Red Flower" is a very simple and easy public welfare operation: the original position of the little red heart under the short video has become the logo of the little red flower, and a click of the finger can bring the 1 cent community chest provided by the Tencent Foundation to the public welfare project, and let more people see this public welfare video. Combine personal short video browsing, corporate matching donations and public welfare publicity.
More than 1,800 public welfare projects participating in the activity have independent creative activities on the video account, and public welfare organization accounts, media accounts, talent (professional institutions or personnel) accounts, personal accounts, etc. can publish public welfare videos under the creation activities, and after the review is passed, they will automatically bring "Red Flower Like" and public welfare project links.
Caption: The celebrity charity line of the Jiujiu Public Welfare Festival has been widely spread on the video account.
More than 40,000 public welfare videos, from more than 10,000 video account creators, in addition to more than 1,000 influencers (professional video production institutions or personnel) accounts, nearly 200 celebrities and celebrities participated, as well as a large number of official accounts of public welfare organizations, public welfare project volunteers, and caring personal accounts.
Influencer accounts and celebrity accounts have taken the lead as always.
Writer Li Xiaoyi has millions of fans on the video account, and has taken fans to participate in public welfare activities many times. In addition to creating public welfare videos, Li Xiaoyi also launched the "Yellow House Enlightenment Space" public welfare project with Tencent Charity to "donate together", and he even donated 50,000 yuan, "It feels good to do good deeds with a piece of creation." ”
"What I am best at in my life is to speak Mandarin, and I hope to help children in border ethnic areas go further and fly higher." Haixia, the host of China Central Radio and Television, is both the initiator of the "Pomegranate Seed Project" public welfare project and the creator of the video account, she said that through short videos, more people can see the children in need of help, and also better play their professional expertise to do public welfare.
Hong Kong socialite Xie Lingling has been devoting herself to public welfare undertakings for many years, and this year she joined the Jiujiu Charity Festival and brought her family and friends to raise nearly 300,000 yuan for the "Women's Health Public Welfare Insurance" public welfare project. In addition to fundraising, Xie Lingling linked up with Donnie Yen, Zhou Huajian, Ren Xianqi, Charmaine She, Li Zi and other friends in the entertainment industry to pay attention to women's health public welfare undertakings through the video account.
However, the video account developed based on "social" hopes that everyone can express it, rather than only the professional output of Internet celebrities and big Vs.
The official accounts of public welfare organizations, volunteers of public welfare projects, and caring personal accounts continued to make efforts, setting off a public welfare storm in the circle of friends.
On September 9th, the video account "Lightning Studios", which is known for its "extreme refinement" of copywriting, released a video called "Like", which restored the reason for the success of "Red Flower Like":
"What kind of content do you usually like when you watch short videos?"
"Look at which platform you brush on, some platforms, I like to give hot dance a thumbs up"
"I see that you specifically like the learning materials on the WeChat video account, why are you so schizophrenic"
……
"Why are you a righteous gentleman on the video account, but you are a disciple on other platforms?"
"No way, the video account is full of acquaintances, customers, relatives, and friends"
"This is true, every like on the video account represents your own taste and cognition"
"Recently, there is a kind of like on the video account, you can close your eyes and click on it", "The likes in the public welfare video", "The little red heart becomes a red flower like, each like can get a matching donation of 0.01 yuan from the Tencent Foundation, and the like is to do public welfare"
"After liking, you can also bring acquaintances, customers, relatives and friends to do public welfare together, this kind of praise is so cool"......
This kind of "good" "friend likes" based on social needs is precisely the advantage of Channels.
Zhang Xiaolong once said in a WeChat open class, "I have always believed that the essence of social networking is to find the same kind. ”
Only by finding the same kind can we efficiently implement the public welfare resources, link the needs of public welfare, broaden the coverage of public welfare projects, and stimulate public welfare innovation.
Observers in the field of public welfare communication are also aware that under the review of Channels, Tencent Philanthropy, and public welfare organizations, as well as the "supervision" of acquaintances, the videos produced by creators are more public welfare, and the phenomenon of false public welfare and malicious sales has been effectively eliminated.
Looking for the "same kind" safflower praise public welfare attempt
At the same time, the social resonance of "Red Flower Like" can allow public welfare content to better play its own advantages and characteristics in the competition with entertainment and commerce.
The short video ecology, where business is king and is seriously disordered, has ushered in a clear stream.
This is undoubtedly a win-win move for Internet public welfare and Channels.
Public welfare projects such as "Collection and Remembering the History of the Anti-Japanese War" and "Heroic Souls Go Home" have made full use of the advantages of the official video account of the public welfare organization and the video account of the initiator with a large number of fans and strong storytelling of the content theme, and quickly stood out in the Jiujiu Public Welfare Festival.
The Guangdong Maitian Education Foundation gave full play to the advantages of a large number of young volunteers and rich self-media resources, and won many "red flower likes" in the video account activities.
Relying on the origin of the "Ice Bucket Challenge", the Pain Challenge Foundation launched the "Ice Bucket Challenge 10th Anniversary" activity on the video account, attracting many entrepreneurs, celebrities and other accounts to participate.
"Red Flower Praise" brings a sense of belonging to "like-minded", and its long-tail effect continues to accumulate strength for public welfare.
In an offline exchange meeting, the heads of a number of public welfare organizations discussed that Channels has found a wonderful public entrance for Tencent's public welfare system, and made use of the advantages of short videos from multiple angles and positions to fully disseminate and communicate the concept of public welfare.
During the exchange, the staff in charge of Internet fundraising of public welfare organizations also reviewed that they had raised funds in WeChat groups and Moments before, firstly, they were worried that they could not clearly express the value and significance of public welfare projects, and secondly, they were worried that "they are always embarrassed to let people donate money".
The short video shows that the content of public welfare projects is more intuitive and easier to impress, and there are both "red flower likes" and public welfare project donation links on the video, "Those who have money hold a money field, and those who don't have money also support it." ”
After the Jiujiu Charity Festival, some public welfare organizations have taken further actions one after another, saying that they will provide timely feedback on the progress of the use of funds through the official video account of the institution or project, and welcome the supervision of video account creators and users, "Everyone can work together to really do good things for a long time".
According to insiders, behind more than 1,800 public welfare projects is a wide range of social needs, 30 million "red flower likes" brought by more than 70 million yuan of love donations, basically "spontaneous" formation, this is a typical WeChat style product method, that is, through the product rather than the operation of the method, to find the point of pry of things, through the product ability to make things work.
After more than 10 years of development, Internet philanthropy has become the largest growth pole of China's philanthropy, and it is expected that the efficient and convenient "Red Flower Like" of Channels will inject more "good momentum" into the high-quality development of Internet philanthropy.
As the last paragraph of the "Likes" video released by "Lightning Studios":
This kind of praise is so cool, who the hell came up with it?
Maybe you're a dancer too, but it doesn't matter.
So what's the most important thing?
If you have a kind heart, you deserve to praise him.