《古代有没有身份证？》、拟人化的动物“说唱”故事、450分钟的《红楼梦》深度解析……近年短视频平台不断涌现知识类内容的现象级爆款。是什么让严肃知识、超长内容受到网友喜爱与平台青睐？知识类内容为什么可以让短视频从碎片化观看的“零食”，变为大众用户获取知识不可或缺的“正餐”与睡前“读物”？
　　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?
　　严肃知识的短视频“转译”
　　Translation of Serious Knowledge Short Videos
　　知识类创作者通常选择提取知识的核心元素，与历史演义、志怪、传奇、爱情、奇幻、悬疑等社交媒体流行元素相结合，来消解知识本身的晦涩、艰深、沉闷与枯燥。以“混知”为例，其科普短视频并未直接复述历史、白描人物、灌输常识或文化，而是通过漫画巧妙编织出一个个风趣的故事。这种幽默的转译方式，既保留了科普知识的骨干内核，又借助发问-回答等成熟的叙事框架，提高了作品的辨识度、降低了用户的认知门槛，使得历史文化在现代语境下焕发新生。
　　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.
　　人文关怀与时代精神的短视频“融合” ?
　　The integration of humanistic care and the spirit of the times in short videos?
　　这里的“人”，既是短视频的创作者，也是短视频中的核心人物或拟人化对象。创作者方面，比如极具个人风格的科普博主“无穷小亮”。“鉴定一下网络热门生物”，这句开场白，让数以千万计的粉丝沉迷于“无穷小亮”的博物世界中，上到天文地理，下到昆虫花草，作者用幽默段子和硬核知识，让观众收获科普的快乐，也让隐匿在网络世界的谣言和伪科学无处遁形。
　　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.
　　短视频核心“人物”方面，例如，各式各样的动物是科普博主“南溪以南”作品里拟人化的绝对主角。这些动物拥有自己视角写就的故事，其喜怒哀乐、坚强、彷徨与成长，都成为短视频里节奏明快的说唱。该动物说唱科普系列短视频在抖音已有超过2.4亿播放量，也为博主带来90多万粉丝。
　　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.
　　碎片化与微观化的短视频“契合” ?
　　Does fragmented and microscopic short video "fit"?
　　短视频的碎片化传播特性，不适合宏大、深刻、逻辑性强的内容叙事，却很符合需要微观解读的知识类内容。微观叙事有利于收缩庞杂的知识体系与规模，善于从个案细节、个体视角与生活体验出发，跨越学科界限，揭示宏观的历史结构、展现广阔的人文视野，特别适合移动互联网环境下用户的信息接收与认知习惯。近年来，文博考古热、地理博物热拉动了历史人文类短视频的流量。其中优质内容常采用微观纪实手法，关注不同文化背景下普通民众的日常生活与精神世界，强调通过个案观察，用一个个“碎片化”故事重构社会文化网络、拼接世界人文地图。例如，“冒险雷探长”在长达十余年的更新中，采用第一人称视角、平民化叙事语言，寓知识于微观纪实之中，将全球无数地理人文坐标连缀成片，收获了数十亿累计播放量与上千万全球粉丝。
　　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.
　　系列化与超长化的短视频“整合”
　　Integration of serialized and ultra long short videos
　　成系列、分门别类地讲述知识，不仅培养了稳定的受众群，也成功塑造了以“无穷小亮”为代表的一大批知识内容IP，有效拓展了知识类内容的宽度与边界。而超长化则在不断延伸知识的纵深与厚度。“科学认识论”用一条历时2年制作、长达333分钟的视频，梳理了过去100年的现代物理学知识体系，引发网友展开“完整观看”的监督打卡。除了科学、历史、文学，国际政治、财经、法律等不同专业知识领域，都涌现了现象级内容，标志着知识类视频的超长化发展趋势。很多高校也以“公开课”的形式推出多学科超长内容，引发网友“蹭课”热。优质的超长知识作品层出不穷，相关创作者在短时间内得以快速涨粉，从一众博主中脱颖而出，成为新晋“大网红”。
　　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".
　　优质内容的垂类知识产品“聚合”
　　Aggregation of high-quality vertical knowledge products
　　平台通过强化算法推荐与产品运营，在知识类内容之间、创作者与用户之间均建立起更加精准的连接，从而得到画像更为清晰的用户群体，推出了知识类独立应用与产品，锁定更加垂直的消费者圈层，形成从知识生产到用户消费的成熟商业模式。在以知识类为代表的视频内容精品化、系列化、超长化发展趋势下，抖音筛选、“打包”平台上的优质中长视频，于2023年3月推出独立应用产品“青桃”，半年后更名“抖音精选”。抖音精选的内容时长普遍长于抖音的短视频，通过对主站内容的二次编辑与搬运，强化专业性知识、系统性讲解、多案例解析、深度访谈等内容类型，视频结构更加完整、信息密度更高。同时，对主站用户加大算法推荐，为该产品引流。经过两年发展，据QuestMobile数据显示，2025年3月抖音精选月活用户规模已达1882.7万、同比增长150%，月人均使用时长达9.77个小时、同比增长超过380%。除了独立应用，平台还积极打造契合自身调性的知识类短视频品牌，致力于以知识品牌为拳头产品，构建平台整体的精品内容生态。其中，快手推出的“快手新知”，不局限于“艰深”的学科知识或专业领域，而是面向快手“老铁们”，重在传递源于生活的经验、智慧和技能，让以往束之高阁的知识走入烟火人间，让短视频成为一本回答生活的百科全书。
　　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.
　　扶持优质作者，繁荣创作生态?
　　Supporting high-quality authors and promoting a thriving creative ecosystem?

　　短视频平台从知识类内容创作源头着手，通过流量扶持、现金激励、创作者服务提升、创作环境优化等举措，推动知识类内容向精品化、专业化、系列化方向有序发展。第一，重视对创作者的培育与扶持。平台加大对优质知识类创作者的传播与运营资源投入力度，提供专属流量、跨站产品与跨界IP开发、个性化热点打造等定制化服务。如抖音打造了包括作者成长、创作变现、出版计划等方面在内的作者服务专项体系，全年深度服务1000位优质作者。其中，聚焦“自然科普、前沿科技、人文社科、名校名课”四大垂直领域，发布“知识创作砥砺”专项扶持计划。在IP开发方面，平台推动好的知识类视频跨界成为好书籍。2025年4月，抖音推出“精选创作者出版计划”，将联合超20家出版机构，为100位抖音精选创作者提供出版机会。
　　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，重视打造更好的创作环境。一方面，平台持续开发知识产品功能、升级制作技术，增强内容的专业度，丰富知识类内容的表达形式。在知识类短视频创作中，人文地理科普类内容常需要运用地图、动画等元素。面向这类作者，平台提供了便捷的地图轨迹制作工具，包括导入地图截图、添加轨迹标记、插入注释文本、抠像、增加动画效果等系列功能，解决了创作者内容专业性与可视化难以兼顾的痛点。另一方面，平台加强行业合作，联动媒体、综艺内容、名人等资源，打通知识生产整体场域，不断延伸、拓展知识边界，正在打造满足专业用户群体学术兴趣、启迪大众求知探索热忱的“线上图书馆”。
　　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.
　　增加用户黏性，培育知识社区氛围 ?
　　Increase user stickiness and cultivate a knowledge community atmosphere?
　　围绕知识类内容，平台积极打造垂类知识学习兴趣社区，让创作者与用户实现双向奔赴。通过精准推荐、圈定目标用户，加强线上互动、线下活动运营，营造平等、舒适、愉快的学习交流氛围。如开发超长视频“通勤听”“睡前听”“缓存视频”等功能，丰富“弹幕”“一起看视频”“建群分享”等互动模式，进一步扩展知识类内容产品适用场景，满足不同情境下用户对深度内容的差异化需求。除了活跃的弹幕互动，网友们竞相在超长知识短视频评论区晒出自己的读书笔记、拍摄的见闻照片，“学习打卡”“调研填答”成为常见的“高楼层”交流形式。在线下，常有中小学教师将知识达人们创作的优质内容带入孩子们的课堂，“知识作者开放麦”等多样化的面对面交流活动则拉近了创作者与用户的距离。这些良性的互动构成了日益活跃的知识社区氛围，既让知识类视频的力量照亮用户的现实生活，也为创作者提供了新的选题思路与制作形式，促使优秀内容被源源不断地创作生产出来。
　　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.
　　“知识+”商业模式探索 ?
　　Exploring the "knowledge+" business model?
　　平台着眼于构建泛视频化内容生态的整体布局，以知识类优质创作者为核心资源、知识精品内容为头部产品，加大商业化扶持力度，通过知识付费、电商、品牌定制、文旅推介等多元模式，广泛对接创作者及其制作运营机构、MCN机构、用户/消费者、各类应用与消费场景，涵养泛知识消费群体与内容生态，重点解决知识类视频“叫好不叫座”的痛点，为内容变现闭环提供了新范式。例如，平台为有潜力的知识类内容提供专门的官方运营，通过选题对接、内容整合与包装、规则答疑等，进行“售前”的专业运营支持。又如，抖音联合知识类达人、地方文旅，共同打造文化地标项目，通过视频创意策划、共创直播等方式，贯通“读万卷书”与“行万里路”，助力人文知识垂类破圈传播，实现知识内容与文旅消费双赢。
　　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.