Education takes place not only in the pulpit, but also in the live broadcast room.
What people learn in the live room is not just ABCD or language mathematics, but also how to elegantly lay multicolored paints on the wall.
On the hot social media platform, countless people watch teachers from different fields teach online through live broadcast rooms. These teachers come from all walks of life and have made certain achievements in their respective fields. They're trying to make social media play a different role and make the live room a whole new learning channel.
How effective this experiment will be, there may be many unknowns. But the ones who are ahead of us have given a sample of the different ways of knowledge transmission, about the various places where education can happen, and how we have the ability to face change in this ever-changing era.
"Everyone in the live room seems to be more concerned about this matter than I am.
So there's no reason not to work hard. ”
@Douyin Leader: Zhao Yinqi
As the host of the CCTV "Hope English" program that once swept the country, Zhao Yinqi is well known as "Brother Yinqi" and accompanies many primary and secondary school students to memorize English words. He is also the producer of the first season of the well-known program "Chinese Poetry Conference", and has planned a classic program that communicates ancient and modern from scratch.
After leaving CCTV, Zhao Yinqi devoted himself to online education and opened a Douyin account in 2019. He said that he is still most interested in English education, helping people learn the language of English and the culture behind it, which can bring him the most fulfilling satisfaction. Entering the live track, he bluntly said that he did not want to miss the last train of new media.
Since the launch of Douyin, Zhao Yinqi has a lot to re-adapt.
In his hosting career for more than ten years, he was a gold medal host who stood on the stage and talked in front of the camera, introduced the program to the national audience, and led everyone to learn English. Now, he wants to spread the word about himself, standing in his office and sharing English learning methods with the audience in the live room.
Zhao Yinqi said that although the anchor and the host are all about speaking, in the live broadcast room, the speed of speech, psychological state and body language must be readjusted, not only need more full emotional transmission, but also have to adjust their state at any time according to the situation in the live broadcast room. The audience has changed, and so has the interactions. Viewers can decide to come and go, and the data between live streams is changing in real time, just like the rapid changes brought about by the traffic itself. Zhao Yinqi constantly adjusts herself by observing the excellent anchors of the knowledge sharing class, and improves herself in the opening of broadcasts again and again. He feels that the most important thing about being an anchor is to convince the audience that this person who is on the air does have the ability, "what is different from others."
"The first manifestation of your live broadcast is whether you can quickly establish interaction with the audience, build trust, and use knowledge to persuade them." Second, you also have to have the ability to adapt to changes, and you must have a certain ability to convert sales. Zhao Yinqi said. At the same time, on this new track, he himself went through a self-iteration.
A lot of things can happen during a live broadcast. The small number of people online is a challenge, and it is even more a challenge to meet those who come to "carry". It's a place of people with very different values and asking all sorts of questions.
Once, someone left a message in the comment area saying that this is all old and should not learn English.
Zhao Yinqi saw that he was very angry, and directly opened his mouth in the live broadcast room, so that everyone could use more brains and distinguish what is called "cultural confidence". When faced with a screen, he said, people's emotions are susceptible to real-time interactions. But whether positive or negative, he feels it's still a beautiful thing because he can interact directly with the audience instead of "talking to a dark camera."
One of the things that made him most interesting about the live broadcast was that the audience would quickly give him the most immediate feedback. It's an experience I've never had before as a TV host facing a machine. As the interaction with the audience deepens, the nicknames floating on the screen become more and more vivid. Many people will leave messages with him saying that they like his classes very much. Zhao Yinqi said that such interaction is like a kind of encouragement, but also constantly give him psychological support. "People seem to be more concerned about this matter than I am, so there is no reason not to work hard."
Many people also re-acquainted with Zhao Yinqi through Douyin. He said that he is now starting to learn again, which requires both mental adjustment and different surprises.
Since opening a personal account on Douyin, Zhao Yinqi has accumulated nearly 400,000 fans. Playing short videos, he said that he is still in a "small white state" and needs to accumulate experience and inspiration for short video creation.
At the beginning, the traffic in his live broadcast room was not high, and most of the followers tracked were many years old fans, mainly women aged 31 to 40. "I think they came to see me, probably to remember the lost youth," Zhao Yinqi joked. "Of course, it is still possible for children and themselves to take fewer detours when learning English."
The support of the loyal audience has brought Zhao Yinqi the motivation to continue to create. Becoming a TikTok leader also gave him more confidence in his new role as an anchor. He exchanged experience with many Douyin leaders and found that it was indeed talents from all walks of life, and he also learned different ways to break the circle. He said that these successful methodologies will bring more inspiration to his work.
Recently, he became a leader in the third season of "Shake in Collar Officer", he and his team also began to try to use a huge number of advertising products and tools such as Chikawa to recommend his live broadcast room more accurately to users who are more interested in English learning, so that his live broadcast and paid courses help people who really need it, and his new concept English and oral listening courses are currently very popular with users.
"I think that the 'learning' of the lingxue official is not only for us to lead everyone to learn, in fact, for us knowledge creators, it is also to learn how to radiate knowledge to more people through new media carriers." With the blessing of platform capabilities, Zhao Yinqi plans to continue to polish his courses, make the course content and his personal style more suitable, and let more audiences benefit from their knowledge sharing through long-term and stable output content.
"The teacher who teaches people to scrape putty",
Explore career path transformations in the live stream
@Douyin Lead Officer: Muralist Jiajia
I've been a tutor, a courtesan, a graphic model, a flyer, or a hands-on hand for makeup learners— Jiajia summed up the various part-time jobs she did in college.
In order to work-study and subsidize the family, Jiajia from the countryside began to run around very early and contacted different industries. The moment that made her feel like "it's it" came in her sophomore year.
That's when she took on a part-time job, painting along the walls with friends in a bakery. This is the first time that Jiajia, who has loved art since childhood, has been exposed to murals. She remembers standing on an iron shelf, painting paint on the walls with a stroke of the brush, and drawing a European-style building with lines according to the boss's request.
"After the painting, I felt very shocked and very accomplished." Jiajia said.
In her view, the mural is very similar to drawing on paper, and the wall is a vertical piece of paper, waiting for the painter to splash ink. After completing the work, Jiajia excitedly took a picture and posted it to the QQ photo album. That experience also made her interested in the mural industry, and after graduating from college, she went to a paint company to start making relief murals.
Compared with painting on a flat surface, the process of making a mural has a lot of attention. The painter must grasp the distance to type and compose, and also overcome the fear of height.
Each time an order is received, Jiajia will come to the construction site with a set of tools and plan the workflow according to the size of the site. First, the shape of the mountain or animal is piled up by "scraping putty", and then slowly colored with a brush. Such a painting requires a lot of energy and physical effort to complete, and often takes several days.
In 2018, Douyin has covered many users, and more and more people have stepped on the outlet of short video creation. Her cousin, who works in the Internet industry, suggested that Jiajia also post the painting process online, and also determined a narrative direction for her to successfully transform from the grassroots. Jiajia tentatively began to send short videos on Douyin, and did not think much about publicity and promotion.
But to her surprise, she seemed to have mastered the traffic password without seeing it. People are curious about her work. Many people clicked into her video to see how she painted the walls and made the originally monotonous white walls burst into flames.
Jiajia's works have come out of the circle one after another. In 2019, Jiajia's landscape painting "Hong luck when the head" produced in Ordos received more than 100,000 likes on Douyin. In 2020, she was also invited by CCTV to the fairy tale town of Qingping Town, Mianzhu City, Sichuan Province, cooperating with the wall painting master, combining the characteristics of Mianzhu New Year painting and relief painting to paint a "Fairy Tale Bamboo Treasure", using the wall as paper and bamboo as a pen, to send a beautiful gift to the Mianzhu people who have experienced earthquakes and mudslides and still yearn for a better life and build a fairy tale town. Usually, when she is free, she will often brush up on the popular content of Douyin, train her network sense, and think about how to use it in her own videos to make the mural content better disseminated.
Today, Jiajia's Douyin account has accumulated more than 8 million fans, and Jiajia has become an Internet celebrity among the grassroots talents of literature and art, and many people know her through short videos. Later, she began to start a live broadcast on Douyin, and "scraping putty" brought about the accumulation of traffic in the live broadcast room, which was also accompanied by her income growth. Many customers directly place orders from her through Douyin, and many people ask her for experience in getting rich on live broadcasts. She realized her wish to realize her skills, truly experienced the grassroots transformation that her cousin envisioned for her at that time, and no longer had to worry about her livelihood.
Today, Jiajia's daily life is filled with work and live broadcasts. She also has a clear live streaming process. Every night from 8:00 to 10:00 p.m., when she opens the live broadcast room, she will show the production process of a small relief painting, briefly explain some of the techniques of making reliefs, and bring a well-developed mural teaching course to those who have a strong interest in fresco making. The mural course system was jointly built by her and teachers from the sculpture department of art academies, bringing students systematic knowledge content such as picture structure, color, sculpture production and so on.
"In the two training courses we opened in Guangzhou and Xinxiang, more than 95% of the trainees came through Douyin." Jiajia admits that the commercial product capabilities of Douyin live broadcasting and huge engines have allowed more people to see the value of their courses, and also brought transformation opportunities for people like her who have a skill. "In addition to bringing knowledge to everyone, since the launch of Douyin, many viewers across the country have asked me how I can receive business orders for mural production in the live broadcast room, etc. I have also provided them with some ideas and methods, hoping that through my own experience, I can help them use knowledge and skills to make their income and life better."
Now after becoming the leader of Douyin, Jiajia said that she can face the audience with more confidence. She believes that the Lingxue officer project has led more knowledge bloggers from all walks of life to share knowledge and skills on Douyin, so that Douyin users have the opportunity to access all kinds of new knowledge, "For individuals, I think the most important thing is to think about where their real enthusiasm is." As with murals and personal development, it is far less like entering an industry than actually exploring one's own interests. ”
"With live streaming, make the scientific memory method a more inclusive knowledge"
@Douyin Leader: Wang Feng
Before the launch of Douyin this year, Wang Feng was known for his excellent memory as the "strongest brain", especially known for his memory playing cards.
He was awarded the title of "World Memory Master" as a student and later became the first Asian to win an individual championship at the World Brain Championships.
In 2014, Wang Feng participated in the recording of the domestic fire reality show "The Strongest Brain", showing his outstanding memory to the public for the first time. In the following years, Wang Feng joined the Chinese and Vietnamese versions of "The Strongest Brain" as captain, rotating chairman and mentor many times to escort the brave challengers.
Although he has a series of dazzling titles, Wang Feng does not hide his early embarrassment, admitting that he is "born with a bad ability to memorize by rote", and he has been troubled for a long time. When he was in high school, he saw that some of his classmates remembered English words quickly, and Wang Feng enviously went to ask for advice, wondering why he always couldn't remember. He said he thought memory was innate for a long time, and it wasn't until he was first exposed to scientific memory after college that he learned the importance of mastering the method. "There is a way to do everything, and memory is no exception, so I hope that the knowledge of scientific memory can benefit more people."
In the early years, Wang Feng had a blind student who could only remember the surrounding environment by touching objects, so having a good memory method was important for the quality of life of visually impaired and visually impaired groups. The student told Wang Feng that he used the methods he had practiced in class, went to a friend's house, felt the surrounding objects with his hands, and built a memory palace in his mind, and his life became much clearer than before.
"He's there to challenge himself. He felt blind, but he didn't want to put limits on him." The student's affairs also further strengthened his determination to spread the knowledge of scientific memory, "anyone who finds a method that suits himself and has undergone certain training can improve his memory, which may bring new life to their lives." ”
Wang Feng opened an account in Douyin, hoping to use his own experience to tell more people that memory is a scientific process with methods to follow. In a small video, he describes how to stop the brain from getting sleepy by adjusting the sitting posture of the body, or how to memorize the outline of the map of the provinces through appropriate associations. Audiences from all over the world will kindly leave messages in the comment area, make a vision of studying hard, or say that their children always have a hard time memorizing texts and want to learn some educational methods.
Now, Wang Feng's Douyin account has accumulated nearly three million fans. Recently, he started a live broadcast, and many fans of "The Strongest Brain" and people interested in scientific memory came to the live broadcast room to listen to him explain how to coordinate the different sensory abilities in the left and right brains to remember things.
"I see live streaming as an important continuation of my own path to 'knowledge inclusion.'" In the live broadcast room every day, tens of thousands of spectators and hundreds of thousands of spectators will come in to listen to the lecture, "So many people pass by you every day and listen to your things, I think this is a very good thing." At the same time, I have more opportunities to achieve a combination of commercial and social values. ”
"The content in the live broadcast room will be more understandable than offline learning, and it will be more quickly learned and disseminated for users in non-first-tier cities, so that users will have an interest in scientific memory methods and deepen their interest." Wang Feng admits that he has just begun to contact live broadcasting, and there are still many places to learn, whether it is the pricing standard of the course in the live broadcast room, the recommended method of streaming, or the rhythm and content setting of the live broadcast.
In addition, this knowledge payment path also gives him a channel directly to target users. Wang Feng said that compared with the previous need to cooperate with training institutions to indirectly contact students of all ages, through live broadcast rooms and national-level new media platforms, knowledge creators can more directly connect with users, and user feedback is more real-time.
Since becoming the leader of Douyin, Wang Feng is constantly approaching his goal. "I believe in long-termism and prefer to sink my heart to stabilize the output of some high-quality content." Over-showy or exaggerated content may attract attention for a short time, but it can hurt people who really want to learn. He feels that the platform for the public needs more sincerity and responsibility, "let professional teachers in various fields spread real talents and practical learning on the platform and obtain due knowledge benefits, so that knowledge and education can truly achieve universal benefits." ”
After experiencing the "double subtraction", many people have more thinking about education.
Education is about helping people grow, and there is no need to stick to school education to achieve this. When people believe that "knowledge changes destiny", the more channels for knowledge to spread, the better.
Compared with the definition of preachers in traditional education, the meticulous division of labor in modern society has brought a richer extension to the concept of "teacher". Anyone in their own field of specialization can become a teacher, with unique experience and the essence precipitated through a large number of practices; and teachers also need to use the population coverage of the platform to make knowledge break through the boundaries of time and space and educate people to grow.
At present, the number of daily active users of Douyin exceeds 600 million, knowledge, humanities and arts have become an important content component, short videos and live broadcasts have built a two-way real-time interaction scene for knowledge creators and users, and the ecological and product capabilities of the commercialization of the huge engine are also increasingly helping knowledge creators find more accurate users and realize the positive cycle of knowledge value.
A few days ago, the third season of The Jitter in Lingxue official just came to an end, and 350+ knowledge experts brought a total of 7600+ hours of rich live broadcast content, and the total GMV generated in their live broadcast room reached 126 million.
In the scene between short videos and live broadcasts, knowledge masters and users are no longer one-way preaching and acceptance, and more and more masters and users are achieving each other with the help of knowledge in the new role of "companions". Douyin is not only a one-way knowledge output platform for "learning", but also has the appearance of an interactive learning position.