? How to avoid "getting off" and "falling powder"? Subsequent traffic is still related to the content.

With the advent of the Internet age, the "Internet celebrity" economy has become a hot topic, and many non-genetic inheritors have joined it. Although some craftsmen have been trained, few of them can be sold through live broadcast and small video, and the overall effect is not ideal. The reason is that video production and live broadcast are very fresh and difficult for most artists, and there is still room for improvement in the expressiveness of the content. What should be done to make traditional non-genetic inheritors have more "flow"? Our reporter Yu Fan, how to protect and inherit the intangible heritage in the Internet era with new communication methods has always been a topic of concern to the industry. The combination of short video, a new format and intangible heritage, has made many dusty crafts begin to walk out of the inherent circle and enter the sight of the general public. According to the Intangible Heritage Data Report released by Tik Tok, as of June/day, 2002 1 year, the number of videos related to Tik Tok's national intangible heritage projects has exceeded10.40 billion; In 1557 national intangible cultural heritage projects, the coverage rate of Tik Tok is 97.94%. Also on the short video platform, 132 1 national intangible representative projects were covered, with a coverage rate of 96.3%. From the data, we can see that the short video platform has made a great contribution to non-genetic broadcasting, and at the same time, it has provided new possibilities for intangible cultural heritage, allowing more people to see more intangible cultural heritage through short video in their busy lives and work, fighting against forgetting and loss with wider dissemination, and making the ancient intangible cultural heritage popular again. For example, Wen Shishan, the representative inheritor of non-legacy paper umbrellas, has been making oil-paper umbrellas for more than 30 years. In order to let more people know his unique skills, he opened an account "Uncle Wen's Umbrella" 20 18. Unexpectedly, in just one month, the umbrella he sold in Tik Tok earned 654.38 million yuan+. Up to now, he has created 672 works and won 796,000 fans and 1 1.82 million likes. What attracts the public's attention is the unique technology behind the oil-paper umbrella. Wen Shishan used the lens to show the materials for making umbrellas-the old bamboo umbrella that is more than 6 years old is strong and durable; Each cut bamboo tube should be soaked for more than 6 months to prevent insects from eating; The structure of umbrella ribs has been continuously improved, from 28 to 36 and 44. Wen Shishan also specially filmed a short video content to test the wind-resistant effect of the oil-paper umbrella, which made netizens marvel at the super practicality of the oil-paper umbrella derived from the ancient craft. Although Wen Shishan's familiarity with the Internet is different from that of young people, he has won many fans in his own way. In his spare time, Wen Shishan will interact with fans on Tik Tok. He used short video content to tell stories told by fans, and also asked fans what style they wanted the pattern design of oil-paper umbrellas to have. After receiving the umbrella, some fans who love China antiques will send him a video of wearing Hanfu and holding an oiled paper umbrella. This interaction enriches the content of Wen Shishan's short videos, which not only promotes inheritance, but also drives sales. Judging from the update frequency of his account, Wen Shishan will upload a new work almost every two days, and continue to promote the craft, behind-the-scenes story and design of the oil-paper umbrella. In his view, the production skill of oil-paper umbrella is blank for young people, and now it needs to be deeply branded. For non-genetic broadcasting, the short video platform has designed many "games" to attract the public to participate in the topic and pay attention to non-legacy content. For example, Tik Tok initiated the topic of "Approaching Intangible Heritage", in the form of short video combined with live broadcast, allowing non-genetic inheritors to teach online and online, display intangible heritage content, and mobilize users to show intangible heritage stories around them. Through the "Non-legacy Partner Program" and "Meet the Craftsman Program", Tik Tok helps craftsmen to earn income through various measures such as traffic support, official training, exclusive operation activities and live broadcast base services. Although using new media platforms to promote intangible cultural heritage projects has become a common way for non-genetic inheritors, it is not easy to create works that more people see and like. In the process of dealing with non-genetic inheritors, the operators of short video platforms find that the effect varies from person to person. A craft fan factory in Suzhou once won the praise and attention of a group of fans because of the flow support of Tik Tok "non-legacy partner" project. However, due to the homogenization of subsequent short videos, the expected effect cannot be achieved, and the phenomenon of "off-duty" and "powder dropping" is serious. The relevant person in charge said that the main reason is that the fan factory itself is not good at the operation and promotion of network technology. If the short video content is regarded as a product, then the technical expertise of the non-genetic inheritor cannot be equal to the knowledge of product design. He Cong, the head of "Craftsman Lin Fenghua" of MCN (Multi-channel Network Product Form) organization, said that the short video platform can give traffic blessing in the early stage, which will make the account increase rapidly, but the subsequent traffic is still related to the content. Professional short video content will attract the continuous attention of fans. Therefore, with the development of short video platform, some professional MCN institutions came into being. Teams such as "Craftsman Lin Fenghua", "Wonder Man's Ingenuity" and "Searching for the Ancient" are all MCN organizations that help non-genetic inheritors to promote and sell through online platforms. On the one hand, these institutions help non-legacy craftsmen to create short video content, including the whole process from content planning, shooting, editing to uploading. On the other hand, the organization also conducts commercial operations by integrating non-legacy artists and products, such as providing Shang Yan, teaching, handicraft sales, cultural and creative customization, IP authorization, advertising and other services. According to the data, as of June 5438+February, 2020, there were more than 50 non-legacy master accounts under the banner of "Wonder Man's Ingenuity", and the total number of fans in the whole network reached 30 million, and the monthly broadcast volume exceeded 654.38+0 billion, a year-on-year increase of 300%. Bi Jinhua, the founder of "Wonder Man's Ingenuity", said: "Online operation requires experience, understanding online rules and ideas. These inheritors have very good craftsmanship, but it is difficult for them to make content and brands. " To this end, Bi Jinhua summed up his experience in short video communication, that is, through monologues, let the audience better understand the feelings expressed in the video and stimulate the audience's singing skills. For more non-genetic inheritors who are still fighting alone on the short video platform, the works shot by these professional content organizations can provide some reference and inspiration. Of course, what touches people's hearts is the story behind the legacy. Simply showing skills and works can't get higher praise and comments, not their own cultural attributes and moving stories behind them, especially the understanding of life and the craftsman spirit behind them, which can make people shine.