Recent，Zhihui’s “Cultural Tourism Study House” online open class invited financial KOLs with 500,000 fans on Douyin、Han Ze, a partner of Fengrui Capital, shared the topic。Sharing this time，Han Ze’s logical path to create high-quality new media content、Explained cultural tourism content marketing in the context of new media/new channels。  

Han Ze said，Vertical short video content can be transformed into offline business opportunities，It is a sales tool that caters to the current situation。Short videos and live broadcasts、Commercialization and content，They are all indivisible、Complementary relationship，Purely create content and refuse commercialization，It cannot survive under the existing platform。From a platform perspective，The platform requires content creators to have commercialization capabilities，And get a piece of the pie。At the beginning of making short videos，You need to spend time on top-level design，Thinking about how to monetize content、Or to what extent marketing needs to be done。Even if you can survive early by taking advantage of platform support，But in the long run, commercialization and content must be integrated。

How to do cultural tourism content marketing？How to make a one-minute cultural travel video account？

Han Ze thinks，There are natural materials for creating cultural tourism content，It is recommended to grab the "new、odd、Specially” these points，It’s not difficult to gain fans with cultural tourism content，But sometimes the audience may not necessarily buy what we think is good，We need to get rid of user portraits、Forgot data，Think about the original intention of watching short videos - to get relaxation and happiness，Instead of buying travel products。

He also suggested，While making short video content，The most advanced thing is to embed marketing into the content itself。When we are promoting scenic spots or displaying destinations，Make marketing and content one，Instead of making some blunt divisions，Especially when a marketing video contrasts with previous content，Easy to lose powder，And the effect is not achieved。Speaking of effects，We must understand the rules and logic of the platform。

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Hello everyone，I am Han Ze, a partner of Fengrui Capital，I am very happy to have the opportunity to share it with you。First, let me share with you how to start making a short 188bet online sports betting video account，The first thing is to learn and see，Learn some accounts that have achieved results。My Douyin account is "Henry's Pragmatist Economics"，Before making a Douyin account，I spent two days looking for my benchmark account in the entire Douyin system，What to study？In fact, it’s not about learning content，The content depends more on our own precipitation and accumulation，Learning is form，The reason why its content is liked by users，Packaging and presentation methods must have their merits。

For example, make a oral short video with vertical content，Has about 20 dimensions，Mainly the duration of the video、Speech speed、Clothing、Do you need to wear formal attire when talking about business content、The shooting angle, etc.，We need to consider these in advance。At the same time，It also needs to form a memory retention point in the user’s mind，For example, a blogger has a big beard，Another example is that a blogger is wearing a hat when sharing，There are also bloggers who share and write while sharing，They are all creating memory points、Create a character。

For content creators，The most important thing is persistence，The second is to create popular items。Persistence is very important，I want to do this，It must be the accumulation of persistence and investment over time。Especially daily updates pose greater challenges to content creators，In the process of quantitative change to qualitative change，Daily updates are very important。More important than the sun，To make a hit。No short videos without hits，No hits, no followers。But a successful product also requires the right time, place and people，There is a lot of luck in it。Once you have a hot item，You will get the opportunity to increase your followers。

Live streaming is also a way to raise fans，But I think there will be no live streaming without products，Singing and dancing are all commodities。Many friends who make vertical content are willing to do live broadcasts，I think there is no problem，Actually，If you understand the rules and gameplay of the short video platform，You will find out，It is very simple to gain followers during live broadcast。 

So as far as the cultural and tourism track is concerned，How to create high-quality short video content？

There are natural materials for creating cultural tourism content，So I especially recommend that you seize the "new、odd、Special” this point。Give an example，Video of a blogger chasing a yacht through an Australian dolphin，Fans increased from 6,000 to 50,000，In the video, he used professional dubbing instead of usual、I only express this strange scene from my heart，On the contrary, it moved everyone very much。The number of passports owned by China is 1.700 million，Most citizens have never been abroad，It will be very novel to see the 188bet app download scene of dolphins chasing the yacht，So click on follow。So，Is it difficult to increase fans by making cultural tourism content？I don’t think it’s difficult at all，Sometimes what we think is good may not be accepted by the audience，We need to get rid of user portraits、Forgot data，Think about the original intention of watching short videos - to get relaxation and happiness，Instead of buying travel products。

Moreover，Don’t make content too divergent，For example, if you make a video that shows the destination’s landscape in high definition, you need to keep updating it、Stay coherent，Fans follow an account because they want to see similar content。When we produce content，No matter the presentation method or editing method，Or maybe it’s a soundtrack or not，Formally、On packaging，Everything must be consistent。

While making short video content，The most advanced thing is to embed marketing into the content itself。When the operator is not the content producer，He needs to consider KPI、Consider new product exposure、Do some exposure and marketing issues in the video，It will be very troublesome when the number of fans has not reached a certain level。Therefore，When we are promoting scenic spots or displaying destinations，Make marketing and content one，Instead of making some blunt divisions，Especially when a marketing video contrasts with previous content，Easy to lose powder，And the effect is not achieved。Speaking of effects，We must understand the rules and logic of the platform。

In fact, in terms of content platform logic，The difference between long videos and short videos，Different platforms are different，But what is generally recognized by everyone is the content recommendation mechanism，There are mainly these dimensions to consider content creators: the number of likes on the video、Forwarding volume、Volume of messages、Attention、Completion rate, etc.，The platform will combine these dimensions to score the video，Finally, it will also be based on the overall playback volume of the video，Re-assess every time it reaches a higher play pool。

Inside these dimensions，Which dimensions are the most important？This is a matter of judgment and wisdom。Take comments，The most important thing on the Internet is user retention，User writes a review，In fact, it is a very long retention time。And when this user leaves a message，Other new users can also see，Creates longer retention time。Some of my previous popular videos have received tens of thousands of comments，So leaving a message was a dimension that I thought was very important at that time，But looking back now，I think these dimensions are very important，All are the results of comprehensive weighting。

As more and more PGC institutions and celebrities enter the market to divert traffic，How can we individual creators seize some opportunities given to us by the system？

Take TikTok as an example，Douyin system will initially allocate a certain amount of views，For example，The starting play volume of a new account will be 300-500 times，The system will perform statistical algorithms on the data dimensions during these 300-500 plays，If all dimensions are above average，It is 188bet sports betting app download possible to be recommended。What is the concept of this recommendation？It will push the video to the next higher traffic pool，And get higher traffic，Finally viewed times，It still depends on the quality of the video。It is also recommended that you make videos in the early stages，Use third-party software to do some simple analysis，Look at your video spread data、Whether it is restricted。

Whether it is a Douyin account or a video account，Cold start is always a problem。At cold start，To establish a basic fan base，Especially the first few videos should make it hot，Because the platform will give default weights and scores for early videos。The platform’s manual review will label the video based on its quality，Therefore, making early videos will help improve the overall account weight。 

What kind of content can attract users’ attention more?

First，At the content level，The first is the quality of the title，It is recommended that you use rhetorical questions、Question、Or present the title in a way that subverts cognition，Let everyone have the desire to open it。Secondly，The title should be eye-catching、Clear，The background should be in a single color，Easily identifiable。

Second，To know who the user is。The user is the first time to watch our video，Because no matter how many times the video is made，These platforms can only be recommended to about 3% of the original fans，Most of the time, videos will be put into the traffic pool，Most people see our videos for the first time，So every time you make a video, it should be like the first time，Grasp every detail。

Make a knowledge content account，There are roughly three content forms。First，Stories and cases of peeling off cocoons，Including cultural tourism operations，Telling cases through storytelling；Second，Reinterpretation of traditional laws and cognition，Or strengthen the original cognition；Third，Raise open questions to allow users to participate。After determining the tone of the content，To explain based on your own experience，Let users resonate，And lay the foundation for commercialization。In fact, making videos is to express yourself，Not performing anyone。

For short video accounts that spread content and knowledge，The most common misunderstanding，Just make the content difficult and professional，This is very detrimental to early fan growth，The content needs to be explained in simple terms，But what is explained in simple terms is not good content，Really good content can be understood by users through simple body language and visual expression。So in terms of presentation，Avoid being too serious。

Finally, I will share with you a piece of popular content that I made before with 5 million views，The author of "Black Swan" used a coin tossing game to ask two different people，He asked，If a coin is 188bet online sports betting tossed in front of you，First 99 heads，Answer from a friend in finance？Answer from a friend in finance，The probability for the 100th time should be half and half；Answer from a friend in the industry，99 times all heads，The 100th time is also positive，There must be something wrong with this coin，Such a low-probability event is impossible。

The logic the author wants to express is，One thing must be viewed from the perspective of probability，Also look at it from the perspective of common sense。After this video is made，The conclusion caused a lot of controversy，Someone discussed it from the perspective of probability，Someone discussed it from a logic perspective，The voices of both sides are intertwined，Generated tens of thousands of comments，Push this video to become more popular。

We can get the following thoughts from this video。First，It is an interactive content；Second，I used a question-type title - "The 99th time is always positive，The 100th time is”？Third，The expression of the entire content is more casual；The fourth is a reverse answer，Everyone will think that the probability is 50 to 50，But the author of "Black Swan" gave a different answer，Subverted some of everyone’s conventional thinking，That’s why this video became a hit。

 [Online open class interactive Q&A]

Q: The previous cases were all shared by Douyin accounts，Can you tell me about the content of the video account，Vertical in the field of culture and tourism，How to present good content in just one minute？Do you have any good tips to share？

Han Ze:First，Cultural and travel videos with high likes in the video account，Mostly around "new、odd、Special”、Presenting some extreme content，So I think，Making a cultural and tourism video account，To present more things that everyone has not seen、Feeling novel、Content that can influence and inspire everyone，Nowadays, many content creators actually use the same content for output on the two platforms of Douyin and Video Accounts，There is not much difference in terms of the nature of the content，It’s just different from the 9:16 screen ratio of Douyin，The screen of the video number is square。

Also，Video accounts currently cannot display long videos of more than one minute，I recommend that everyone’s video length be more than 15 seconds，Especially creating destination content in the cultural and tourism industry，Videos longer than 15 seconds are relatively easier to recommend。

Q: What if it is a video account with real people talking about cultural and tourism knowledge？Any suggestions？

Han Ze:The advantage of the video account is that it can be connected with the content of the official account，Including sales integration based on WeChat ecosystem，This is a good channel。The content of the video account itself still conforms to the logic of short video creation。In addition，No matter the video number、Kuaishou or Douyin，In fact, there is no so-called conversion ratio，We can completely adopt the strategy of “distributing the same short video content simultaneously on multiple platforms” when producing content。

Producing cultural and travel knowledge content，I have the following suggestions，First，You must be able to tell stories，Instead of teaching everyone。Many of my videos that are not very popular，They are all teaching you how to do it，In fact, users will be more resistant if they watch too many such videos，Those who can participate in the internal beta test of the video account，Mostly KOL、Big business managers, etc.，They have a strong desire to share，When there are more and more such contents，Users will feel that homogeneity is very strong，So everyone tries to use the form of storytelling to output，Storytelling ability is the first step。

The second step is to think while making the content，What kind of benefits will users get after reading this content？In the field of knowledge content，There is a type of content that is particularly easy to become a hit，It is to output value while teaching users methods。For example，Teach you how to make money，Users know how to operate after watching the video，Then this is valuable content for users，Even in the eyes of professionals, the content is not that nutritious。

final，Don’t make the content of cultural tourism difficult，In fact, the cultural tourism track is a relatively subdivided track，Even if all companies and users in this track are integrated，This user pool is also limited，Want to become an influential KOL，Be sure to enlarge the width of your track，Don’t just talk about cultural tourism，Let’s talk about some topics that everyone is more concerned about from the perspective of culture and tourism，On the contrary, it can expand the influence。