Hefei, 7 Jan (Xinhua) -- Holding up a plate of steaming Mountain Seven Stems, 28-year-old Zhang Zhiju skillfully introduced the local specialties of her hometown to the camera.
"I shoot short videos every day, sometimes photographing the specialties of my hometown, sometimes photographing my daily life. Through these short videos, netizens buy more than 60 specialties here every day, which can sell for almost 5,000 yuan. Zhang Zhiju said that near the end of the year, the order volume of local specialties is still increasing.
In recent years, with the rise of short videos in China, more and more ordinary people like Zhang Zhiju have begun to incarnate as short video creators, bringing more opportunities and developments to their lives by shooting various short videos.
Zhang Zhiju introduces the local specialties of her hometown to the camera. Courtesy of the interviewee, taken on December 27, 2021
In a report released in August 2021, the China Business Industry Research Institute pointed out that as of June 2021, China's short video users have reached 880 million, and there is still a growth trend. According to a report released by China Guangshi Sofrey Media Research, nearly 42.8% of users have begun to make and upload short videos, of which 68.5% are recording "personal lives".
In 2018, Zhang Zhiju of Shucheng County, Lu'an City, Anhui Province, established the Zhiju Farmers Professional Cooperative and began to use short videos to help villagers sell local specialties from their hometown. The natural green vegetables in the vegetable garden, the sheep grazing leisurely on the hillside, the dried beans that have just come out of the pot in the workshop... These are the "regulars" in Zhang Zhiju's short videos.
"These short videos of less than a minute can truly show the origin and production process of local specialties. Through shooting short videos, we have accumulated more than 20,000 fans, and while letting more people know about us, we have also sold local souvenirs from our hometown to all parts of the country. Zhang Zhiju said that in 2021, the sales of the cooperative exceeded 1 million yuan.
In the era of short videos for the whole people, in addition to a large number of young short video creators, many "silver-haired people" have also become "tide makers" and found a long-lost sense of belonging and existence in short videos.
According to the "Survey Report on the Use of Short Videos for Middle-aged and Elderly People" jointly released by the Population and Development Research Center of Chinese Min University and Douyin in August 2021, as of April 2021, creators over the age of 60 on the Douyin platform have created more than 600 million videos and received more than 40 billion likes.
The 57-year-old Niuxia is a short video creator in the food district, and has attracted nearly 1.3 million fans in just half a year by filming nostalgic food cooking videos with his daughter-in-law.
"I made a video just to record life and reminisce about the taste of the past. We are surprised and happy to have so many netizens like it. Cowman said.
Niu xia and his daughter-in-law are filming a short video recording their personal lives. Courtesy of the interviewee, taken on December 20, 2021
In Niu Xia's view, there are many left-behind elderly people in the countryside, short videos let them see the outside world, and the works taken with their hands can also get likes and comments from strangers, which brings warmth and a sense of belonging to the elderly.
"While recording personal lives, we also hope that through short videos, more people can see the new face of the countryside and understand the new development of the countryside." Cowman said.
With the rise of short video, in order to ensure the positive and healthy development of the short video and live broadcast industry, China is also refining relevant norms. The China Online Audiovisual Program Service Association issued further regulations on the content, title, comments, names, and memes used in short video programs in the Detailed Rules for The Standards for Reviewing Online Short Video Content (2021) issued on December 15, 2021.
Xu Hua, a professor at the School of Social and Political Science of Anhui University, said that short videos are deeply loved by the public because of the low threshold and the popularity of smart phones, and the sense of interaction, value and achievement brought by short videos are also important reasons for their popularity.
Talking about the measures taken by the state to further strengthen the management of short videos, Xu Hua believes that in order to ensure the benign development of the gradually growing short video industry, the refinement of short video regulations is the trend of the times.