BIDU(US:BIDU) Sou Hu Cai Jing·2026-01-09 12:37Core Viewpoint - The article focuses on the transformation of mainstream media's news anchor-led short videos from "marginal" attempts to phenomenon-level "hits," analyzing 166 high-engagement short videos from @DaxiangNews and @ShandianNews between May and July 2025, revealing that their "hit" status is driven by content innovation, precise topic matching, and deep platform collaboration [1][2][4]. Group 1: Research Background - 80% of users choose Douyin as their primary source for news, indicating that mainstream media must adapt to short video platforms to maintain their influence [2]. - Local media face dual challenges: insufficient originality and lack of synergy with platform algorithms, leading to diluted authority and content marginalization [2][3]. Group 2: Case Studies - The "Anchor Says" series from @DaxiangNews and @ShandianNews emerged as a breakthrough in original content collaboration, with @DaxiangNews contributing 44.8% of its content's spread on Douyin and @ShandianNews gaining 1.2 million followers and achieving over 100 billion views [4][5]. - Both media outlets effectively combined traditional news authority with platform-specific engagement strategies, creating replicable models for overcoming challenges in the short video ecosystem [4][5]. Group 3: Content Characteristics - The "hit" status of these short videos results from systematic innovations in content form and dissemination strategies, merging institutional authority with platform logic to meet user demands for credibility and convenience [9][11]. - All high-engagement videos retained media branding and utilized specific narrative designs to enhance user trust, with 100% of the videos featuring clear media identifiers [11][12]. Group 4: Topic Selection and Engagement - 80.72% of the high-engagement videos focused on urgent and public interest topics, aligning with user preferences for credible information [15]. - The interaction quality of high-engagement content showed a significant shift, with 58.43% of comments reflecting rational discussions, indicating a strong user recognition of the media's authority [16]. Group 5: Optimization Pathways - To sustain the "hit" phenomenon, mainstream media should focus on content innovation, platform collaboration, and policy guidance to build a long-term communication ecosystem [17]. - Strategies include localized content production to enhance uniqueness, creating series to foster user engagement, and adapting content forms to fit various platform characteristics [20][21][22]. Group 6: Policy and Platform Collaboration - Media and platforms should shift from short-term collaborations to long-term ecosystem building, ensuring transparency in content distribution rules to reduce adaptation costs [22][23]. - Policies should support a sustainable ecosystem by emphasizing qualitative metrics over mere view counts, encouraging media to focus on impactful content [26][27]. Group 7: Conclusion - @DaxiangNews and @ShandianNews have successfully transitioned from "marginal" to "hit" status by enhancing original content production and collaborating deeply with platforms, establishing a model for maintaining authority and engagement in the short video landscape [29].