Recently, many short video creators who shoot rural life themes have become popular on the Internet.
"Classmate Zhang", who has received more than 80 million likes in just 3 months, has gained nearly 20 million fans with his rough and original video presentation of rural life. Jump up from the fire, pull open the pink print curtains and get out of bed to wash up, hide the key in the brick to buy meat to cook... In the rapidly changing life scenes, the thick pyrotechnics of rural life come to the face.
Thousands of miles away in Guizhou Province, "Xiao Fanfan" of Nayong County, Bijie City, shows the local customs of the countryside in the short dialogue and exchange between parents through the way of "one person acting in the whole village". Not long ago, the Spring Festival video of him playing multiple returning roles by himself was also on the hot search.
According to statistics, by the end of 2021, there were more than 40,000 creators of "three rural areas" on a short video platform with more than 10,000 fans, and the average daily playback of "three rural" related videos exceeded 4.2 billion times. From Li Ziqi, who attracts attention for showing pastoral life, to "Classmate Zhang" who records rural life in the "flowing account style", to "Xiao Fanfan", who interprets the people's feelings in the countryside, the videos of their repeated out-of-the-loop also allow the local complex hidden in people's hearts to be fully released.
For young people who have come out of the countryside, these original videos can evoke their memories of the past, which have been transformed into some kind of stimulating force in the daily rush, but they are still part of their lives themselves. Therefore, they love to watch, and they want to find memories and taste nostalgia in this simple fireworks.
For others, these videos provide them with an ordinary perspective on rural life, and the immersive experience brought by short videos allows them to find that life in the countryside is also so steamy. Perhaps the scene presented in the video is not exactly the whole picture of rural life today, but it still does not prevent people from finding their own points of interest in the video. This is also a major advantage of rural life videos that are different from other videos.
Zhang was preparing to shoot a short video at home. Photo by Yang Qing
Nowadays, the mainland has entered the key stage of rural revitalization, and more and more people are willing to take the initiative to record the true appearance of rural development and understand the rural culture and charm in the development and change. People's demand for such real and grounded videos also provides an audience-level opportunity for the development of such short videos.
At the same time, we also see that these videos either have good shooting and editing skills, or require creators to spend a long time to interpret and produce. Their popularity may not be entirely a component of luck, but must be blessed with talent and hard work. Behind the high popularity of the video is not only a supervision of their own production of more high-quality content, but also a positive incentive for more "new farmers" who want to contribute to the development of their hometown.
Zhang students feed cats at home. Photo by Yang Qing
Relevant data show that in 2020, China's various types of entrepreneurs and innovators returned to their hometowns reached 10.1 million. In related entrepreneurial projects, 55% use information technology to open online stores, cloud video, live direct sales, contactless distribution, etc., and actively create "internet celebrity products".
Nowadays, more and more people are willing to return to the countryside and return to the countryside, which also reflects the impact and tolerance of social changes on the development of ordinary individuals. Young people do not have to rely on going out to realize their personal value, and the convenience of new technologies such as network technology and the incentive of talent policies allow more people to do a career in small places.
The sunrise and sunset of rural life videos soothe the pressure of people's daily lives, and also promote more people to understand the new picture of rural life and think about the new development of rural areas, which may be the topic behind the heat that we should pay more attention to.
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Text: Xing Yanyan
Recitation: Wang Qian
Image: Tiger Sniff APP, Xinhua net, etc
Editor-in-charge: Wang Yuanfang
Editors: Xing Yanyan Wu Yaqi