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　　《古代有沒有身份證？》、擬人化的動物“說唱”故事、450分鐘的《紅樓夢》深度解析……近年短視頻平臺不斷涌現知識類內容的現象級爆款。是什么讓嚴肅知識、超長內容受到網友喜愛與平臺青睞？知識類內容為什么可以讓短視頻從碎片化觀看的“零食”，變為大眾用戶獲取知識不可或缺的“正餐”與睡前“讀物”？
　　In recent years, short video platforms have continuously seen the emergence of phenomenon level explosive content such as "Did Ancient People Have ID Cards?", anthropomorphic animal "rap" stories, and a 450 minute in-depth analysis of "Dream of the Red Chamber". What makes serious knowledge and lengthy content popular among netizens and platforms? Why can knowledge-based content transform short videos from fragmented "snacks" to essential "meals" and bedtime "readings" for mass users to acquire knowledge?
　　嚴肅知識的短視頻“轉譯”
　　Translation of Serious Knowledge Short Videos
　　知識類創作者通常選擇提取知識的核心元素，與歷史演義、志怪、傳奇、愛情、奇幻、懸疑等社交媒體流行元素相結合，來消解知識本身的晦澀、艱深、沉悶與枯燥。以“混知”為例，其科普短視頻并未直接復述歷史、白描人物、灌輸常識或文化，而是通過漫畫巧妙編織出一個個風趣的故事。這種幽默的轉譯方式，既保留了科普知識的骨干內核，又借助發問-回答等成熟的敘事框架，提高了作品的辨識度、降低了用戶的認知門檻，使得歷史文化在現代語境下煥發新生。
　　Knowledge creators usually choose to extract the core elements of knowledge and combine them with popular social media elements such as historical fiction, supernatural tales, legends, love, fantasy, suspense, etc., to dissolve the obscurity, difficulty, dullness, and boredom of knowledge itself. Taking "Hunzhi" as an example, its popular science short videos do not directly retell history, depict characters, or instill common sense or culture, but cleverly weave humorous stories through comics. This humorous translation method not only retains the core of popular science knowledge, but also utilizes mature narrative frameworks such as question answer to improve the recognition of the work and lower the cognitive threshold of users, making historical culture rejuvenated in the modern context.
　　人文關懷與時代精神的短視頻“融合” ?
　　The integration of humanistic care and the spirit of the times in short videos?
　　這里的“人”，既是短視頻的創作者，也是短視頻中的核心人物或擬人化對象。創作者方面，比如極具個人風格的科普博主“無窮小亮”。“鑒定一下網絡熱門生物”，這句開場白，讓數以千萬計的粉絲沉迷于“無窮小亮”的博物世界中，上到天文地理，下到昆蟲花草，作者用幽默段子和硬核知識，讓觀眾收獲科普的快樂，也讓隱匿在網絡世界的謠言和偽科學無處遁形。
　　The 'person' here refers to both the creator of the short video and the core character or personified object in the short video. In terms of creators, such as the highly individualistic science blogger 'Infinite Little Liang'. The opening line of "Identify the popular creatures on the internet" has captivated millions of fans in the world of "infinite brilliance" museums, from astronomy and geography to insects and flowers. The author uses humorous jokes and hardcore knowledge to bring joy to the audience's science popularization, and also to expose the rumors and pseudoscience hidden in the online world.
　　短視頻核心“人物”方面，例如，各式各樣的動物是科普博主“南溪以南”作品里擬人化的絕對主角。這些動物擁有自己視角寫就的故事，其喜怒哀樂、堅強、彷徨與成長，都成為短視頻里節奏明快的說唱。該動物說唱科普系列短視頻在抖音已有超過2.4億播放量，也為博主帶來90多萬粉絲。
　　In terms of the core "characters" in short videos, for example, various animals are the absolute protagonists personified in the popular science blogger "South of Nanxi". These animals have stories written from their own perspectives, with their joys, sorrows, sorrows, strength, confusion, and growth all becoming fast-paced rap in short videos. The short videos of the animal rap science popularization series have been played more than 240 million times in Tiktok, and have also brought more than 900000 fans to the blogger.
　　碎片化與微觀化的短視頻“契合” ?
　　Does fragmented and microscopic short video "fit"?
　　短視頻的碎片化傳播特性，不適合宏大、深刻、邏輯性強的內容敘事，卻很符合需要微觀解讀的知識類內容。微觀敘事有利于收縮龐雜的知識體系與規模，善于從個案細節、個體視角與生活體驗出發，跨越學科界限，揭示宏觀的歷史結構、展現廣闊的人文視野，特別適合移動互聯網環境下用戶的信息接收與認知習慣。近年來，文博考古熱、地理博物熱拉動了歷史人文類短視頻的流量。其中優質內容常采用微觀紀實手法，關注不同文化背景下普通民眾的日常生活與精神世界，強調通過個案觀察，用一個個“碎片化”故事重構社會文化網絡、拼接世界人文地圖。例如，“冒險雷探長”在長達十余年的更新中，采用第一人稱視角、平民化敘事語言，寓知識于微觀紀實之中，將全球無數地理人文坐標連綴成片，收獲了數十億累計播放量與上千萬全球粉絲。
　　The fragmented dissemination characteristics of short videos are not suitable for grand, profound, and logically strong content narratives, but they are very suitable for knowledge-based content that requires micro interpretation. Micro narrative is conducive to shrinking the complex knowledge system and scale, and is good at starting from the details of individual cases, individual perspectives and life experiences, crossing disciplinary boundaries, revealing the macro historical structure, showing a broad humanistic vision, especially suitable for the information reception and cognitive habits of users in the mobile Internet environment. In recent years, the popularity of cultural, archaeological, and geographical museums has driven the flow of historical and cultural short videos. High quality content often adopts micro documentary techniques, focusing on the daily lives and spiritual world of ordinary people from different cultural backgrounds, emphasizing the reconstruction of social and cultural networks and the stitching of world cultural maps through case observations and fragmented stories. For example, "Adventure Detective Lei" has been updated for over a decade, adopting a first person perspective and a populist narrative language, integrating knowledge into micro level documentary, linking countless geographical and cultural coordinates around the world into a film, and gaining billions of cumulative views and millions of global fans.
　　系列化與超長化的短視頻“整合”
　　Integration of serialized and ultra long short videos
　　成系列、分門別類地講述知識，不僅培養了穩定的受眾群，也成功塑造了以“無窮小亮”為代表的一大批知識內容IP，有效拓展了知識類內容的寬度與邊界。而超長化則在不斷延伸知識的縱深與厚度。“科學認識論”用一條歷時2年制作、長達333分鐘的視頻，梳理了過去100年的現代物理學知識體系，引發網友展開“完整觀看”的監督打卡。除了科學、歷史、文學，國際政治、財經、法律等不同專業知識領域，都涌現了現象級內容，標志著知識類視頻的超長化發展趨勢。很多高校也以“公開課”的形式推出多學科超長內容，引發網友“蹭課”熱。優質的超長知識作品層出不窮，相關創作者在短時間內得以快速漲粉，從一眾博主中脫穎而出，成為新晉“大網紅”。
　　Telling knowledge in series and categories not only cultivates a stable audience, but also successfully shapes a large number of knowledge content IPs represented by "infinite brightness", effectively expanding the width and boundaries of knowledge content. And ultra long is constantly extending the depth and thickness of knowledge. The "Scientific Epistemology" video, which took 2 years to produce and lasted for 333 minutes, sorted out the modern physics knowledge system of the past 100 years, triggering netizens to launch a "complete viewing" supervision check-in. In addition to science, history, literature, and other specialized fields such as international politics, finance, and law, phenomenon level content has emerged, marking the trend of ultra long development of knowledge-based videos. Many universities have also launched interdisciplinary and ultra long content in the form of "open courses", which has sparked a craze among netizens for "taking advantage of classes". High quality and lengthy knowledge works are constantly emerging, and related creators can quickly gain followers in a short period of time, stand out from a group of bloggers, and become new "big internet celebrities".
　　優質內容的垂類知識產品“聚合”
　　Aggregation of high-quality vertical knowledge products
　　平臺通過強化算法推薦與產品運營，在知識類內容之間、創作者與用戶之間均建立起更加精準的連接，從而得到畫像更為清晰的用戶群體，推出了知識類獨立應用與產品，鎖定更加垂直的消費者圈層，形成從知識生產到用戶消費的成熟商業模式。在以知識類為代表的視頻內容精品化、系列化、超長化發展趨勢下，抖音篩選、“打包”平臺上的優質中長視頻，于2023年3月推出獨立應用產品“青桃”，半年后更名“抖音精選”。抖音精選的內容時長普遍長于抖音的短視頻，通過對主站內容的二次編輯與搬運，強化專業性知識、系統性講解、多案例解析、深度訪談等內容類型，視頻結構更加完整、信息密度更高。同時，對主站用戶加大算法推薦，為該產品引流。經過兩年發展，據QuestMobile數據顯示，2025年3月抖音精選月活用戶規模已達1882.7萬、同比增長150%，月人均使用時長達9.77個小時、同比增長超過380%。除了獨立應用，平臺還積極打造契合自身調性的知識類短視頻品牌，致力于以知識品牌為拳頭產品，構建平臺整體的精品內容生態。其中，快手推出的“快手新知”，不局限于“艱深”的學科知識或專業領域，而是面向快手“老鐵們”，重在傳遞源于生活的經驗、智慧和技能，讓以往束之高閣的知識走入煙火人間，讓短視頻成為一本回答生活的百科全書。
　　The platform strengthens algorithm recommendations and product operations to establish more precise connections between knowledge-based content and creators and users, resulting in a clearer user profile. It has launched independent knowledge-based applications and products, targeting a more vertical consumer circle and forming a mature business model from knowledge production to user consumption. Under the development trend of high-quality, serialized and super long video content represented by the knowledge category, high-quality medium and long videos on the Tiktok screening and "packaging" platform will be launched in March 2023 with the independent application product "Qingtao", which will be renamed "Tiktok Selection" six months later. The selected content of Tiktok is generally longer than the short video of Tiktok. Through the secondary editing and handling of the content of the main station, professional knowledge, systematic explanation, multi case analysis, in-depth interviews and other content types are strengthened, and the video structure is more complete and the information density is higher. At the same time, increase algorithm recommendations for main site users to attract traffic to the product. After two years of development, according to QuestMobile data, in March 2025, the number of Tiktok selected monthly active users has reached 18.827 million, with a year-on-year growth of 150%, and the monthly per capita use time has reached 9.77 hours, with a year-on-year growth of more than 380%. In addition to independent applications, the platform also actively creates knowledge-based short video brands that fit its own tone, committed to using knowledge brands as flagship products and building a high-quality content ecosystem for the platform as a whole. Among them, the "Kwai New Knowledge" launched by Kwai is not limited to "difficult" disciplinary knowledge or professional fields, but is aimed at Kwai "old irons", focusing on delivering experience, wisdom and skills derived from life, so that the previously shelved knowledge can enter the pyrotechnic world, and short videos can become an encyclopedia to answer life.
　　扶持優質作者，繁榮創作生態?
　　Supporting high-quality authors and promoting a thriving creative ecosystem?

　　短視頻平臺從知識類內容創作源頭著手，通過流量扶持、現金激勵、創作者服務提升、創作環境優化等舉措，推動知識類內容向精品化、專業化、系列化方向有序發展。第一，重視對創作者的培育與扶持。平臺加大對優質知識類創作者的傳播與運營資源投入力度，提供專屬流量、跨站產品與跨界IP開發、個性化熱點打造等定制化服務。如抖音打造了包括作者成長、創作變現、出版計劃等方面在內的作者服務專項體系，全年深度服務1000位優質作者。其中，聚焦“自然科普、前沿科技、人文社科、名校名課”四大垂直領域，發布“知識創作砥礪”專項扶持計劃。在IP開發方面，平臺推動好的知識類視頻跨界成為好書籍。2025年4月，抖音推出“精選創作者出版計劃”，將聯合超20家出版機構，為100位抖音精選創作者提供出版機會。
　　Short video platforms start from the source of knowledge content creation, and promote the orderly development of knowledge content towards quality, specialization, and serialization through measures such as traffic support, cash incentives, creator service improvement, and creation environment optimization. Firstly, attach importance to the cultivation and support of creators. The platform will increase its investment in the dissemination and operation resources of high-quality knowledge creators, providing customized services such as exclusive traffic, cross site product and cross-border IP development, and personalized hotspot creation. For example, Tiktok has created a special system of author services, including author growth, creative realization, publishing plans, and so on, serving 1000 high-quality authors in depth throughout the year. Among them, focusing on the four vertical fields of "natural science popularization, cutting-edge technology, humanities and social sciences, and famous courses of prestigious universities", a special support plan for "knowledge creation and refinement" has been released. In terms of IP development, the platform promotes good knowledge-based videos to cross over into good books. In April 2025, Tiktok launched the "Selected Creator Publishing Plan", which will unite with more than 20 publishing institutions to provide publishing opportunities for 100 selected Tiktok creators.
　　第二，重視打造更好的創作環境。一方面，平臺持續開發知識產品功能、升級制作技術，增強內容的專業度，豐富知識類內容的表達形式。在知識類短視頻創作中，人文地理科普類內容常需要運用地圖、動畫等元素。面向這類作者，平臺提供了便捷的地圖軌跡制作工具，包括導入地圖截圖、添加軌跡標記、插入注釋文本、摳像、增加動畫效果等系列功能，解決了創作者內容專業性與可視化難以兼顧的痛點。另一方面，平臺加強行業合作，聯動媒體、綜藝內容、名人等資源，打通知識生產整體場域，不斷延伸、拓展知識邊界，正在打造滿足專業用戶群體學術興趣、啟迪大眾求知探索熱忱的“線上圖書館”。
　　Secondly, attach importance to creating a better creative environment. On the one hand, the platform continues to develop knowledge product functions, upgrade production technology, enhance the professionalism of content, and enrich the expression forms of knowledge content. In the creation of knowledge-based short videos, popular science content on human geography often requires the use of elements such as maps and animations. For this type of author, the platform provides convenient map trajectory creation tools, including importing map screenshots, adding trajectory markers, inserting annotated text, cropping, adding animation effects, and a series of other functions, solving the pain points of creators who find it difficult to balance content professionalism and visualization. On the other hand, the platform strengthens industry cooperation, links media, variety show content, celebrities and other resources, connects the overall field of knowledge production, continuously extends and expands knowledge boundaries, and is creating an "online library" that meets the academic interests of professional user groups and inspires the public's enthusiasm for seeking knowledge and exploration.
　　增加用戶黏性，培育知識社區氛圍 ?
　　Increase user stickiness and cultivate a knowledge community atmosphere?
　　圍繞知識類內容，平臺積極打造垂類知識學習興趣社區，讓創作者與用戶實現雙向奔赴。通過精準推薦、圈定目標用戶，加強線上互動、線下活動運營，營造平等、舒適、愉快的學習交流氛圍。如開發超長視頻“通勤聽”“睡前聽”“緩存視頻”等功能，豐富“彈幕”“一起看視頻”“建群分享”等互動模式，進一步擴展知識類內容產品適用場景，滿足不同情境下用戶對深度內容的差異化需求。除了活躍的彈幕互動，網友們競相在超長知識短視頻評論區曬出自己的讀書筆記、拍攝的見聞照片，“學習打卡”“調研填答”成為常見的“高樓層”交流形式。在線下，常有中小學教師將知識達人們創作的優質內容帶入孩子們的課堂，“知識作者開放麥”等多樣化的面對面交流活動則拉近了創作者與用戶的距離。這些良性的互動構成了日益活躍的知識社區氛圍，既讓知識類視頻的力量照亮用戶的現實生活，也為創作者提供了新的選題思路與制作形式，促使優秀內容被源源不斷地創作生產出來。
　　Around knowledge-based content, the platform actively creates vertical knowledge learning interest communities, allowing creators and users to achieve two-way communication. By accurately recommending and targeting users, strengthening online interaction and offline activity operations, we aim to create an equal, comfortable, and enjoyable learning and communication atmosphere. Developing features such as "commuting listening", "bedtime listening", and "cached videos" for ultra long videos, enriching interactive modes such as "bullet comments", "watching videos together", and "group sharing", further expanding the applicability of knowledge-based content products, and meeting the differentiated needs of users for deep content in different contexts. In addition to active barrage interactions, netizens compete to share their reading notes and photos of their observations in the comments section of ultra long knowledge short videos, and "study check-in" and "research and answer filling" have become common forms of "high-rise" communication. Offline, primary and secondary school teachers often bring high-quality content created by knowledgeable individuals into children's classrooms. Diversified face-to-face communication activities such as "Knowledge Author Open Mic" have brought creators and users closer together. These positive interactions constitute an increasingly active knowledge community atmosphere, which not only illuminates users' real lives with the power of knowledge-based videos, but also provides creators with new topic selection ideas and production forms, promoting the continuous creation and production of excellent content.
　　“知識+”商業模式探索 ?
　　Exploring the "knowledge+" business model?
　　平臺著眼于構建泛視頻化內容生態的整體布局，以知識類優質創作者為核心資源、知識精品內容為頭部產品，加大商業化扶持力度，通過知識付費、電商、品牌定制、文旅推介等多元模式，廣泛對接創作者及其制作運營機構、MCN機構、用戶/消費者、各類應用與消費場景，涵養泛知識消費群體與內容生態，重點解決知識類視頻“叫好不叫座”的痛點，為內容變現閉環提供了新范式。例如，平臺為有潛力的知識類內容提供專門的官方運營，通過選題對接、內容整合與包裝、規則答疑等，進行“售前”的專業運營支持。又如，抖音聯合知識類達人、地方文旅，共同打造文化地標項目，通過視頻創意策劃、共創直播等方式，貫通“讀萬卷書”與“行萬里路”，助力人文知識垂類破圈傳播，實現知識內容與文旅消費雙贏。
　　The platform focuses on building an overall layout of a pan video content ecosystem, with high-quality knowledge-based creators as the core resources and high-quality knowledge-based content as the top products. It increases commercial support and extensively connects creators and their production and operation agencies, MCN agencies, users/consumers, various applications and consumption scenarios through various models such as knowledge payment, e-commerce, brand customization, and cultural tourism promotion. It cultivates a pan knowledge consumer group and content ecology, focuses on solving the pain point of "popular but not popular" for knowledge-based videos, and provides a new paradigm for the closed-loop realization of content. For example, the platform provides dedicated official operations for potential knowledge-based content, providing professional pre-sales operational support through topic matching, content integration and packaging, rule answering, and other means. For another example, Tiktok, together with knowledge experts and local cultural tourism, has jointly built a cultural landmark project. Through video creative planning, co creating live broadcast and other ways, it has connected "reading thousands of books" and "traveling thousands of miles", helped to break the circle of vertical dissemination of humanistic knowledge, and achieved win-win results in knowledge content and cultural tourism consumption.