Report's Industry Investment Rating No relevant content provided. Core Viewpoints of the Report - In the era of digitalization and platformization, the news industry has shifted from "mass communication" to "individual expression", and short - video has become a new battlefield for news dissemination. "News influencers" have emerged as a new force, filling the gap between institutional media and ordinary users [8][9][22]. - The rise of "news influencers" is driven by multiple factors such as technological innovation, changes in user demand, institutional environment reconstruction, and individual career transformation. They are expected to bring about a structural change in the news communication ecosystem [23][29]. - "News influencers" can be regarded as a "light cavalry" in the short - video news field, with high mobility and flexibility. They can extend the influence of mainstream topics and explore new commercial paths [30][33]. - In the future, "news influencers" will face six major development trends, including redefining news "connection and trust", popularizing the "intelligent creation" model of human - machine collaboration, etc. [100] Summary According to the Table of Contents 1. Introduction - The change of communication media has deeply affected the form of news practice and the role of journalists. Short - video has become a new way for users to obtain news, and mainstream media and creators are accelerating their transformation [8]. - "News influencers" with media backgrounds have emerged, breaking the one - way communication relationship and building a new type of connection with users. Their success shows that the new information ecosystem needs more flexible and professional news content producers [9][10]. 2. Short - video Era's Media Reconstruction and the Breakthrough of "News Influencers" 2.1 Short - video - induced Changes in News Consumption - By November 2024, the scale of short - video users in China reached 1.04 billion, accounting for 93.8% of netizens. 87% of respondents prefer to obtain news through short - videos, significantly higher than other channels [15]. - Internationally, TikTok has become a rapidly growing news platform in the US, especially popular among young people. Users still trust official accounts, and "news influencers" have also become an important source of news [17][20]. 2.2 Background and Core Drivers of the Rise of "News Influencers" - The rise of "news influencers" is driven by technological innovation, changes in user demand, institutional environment reconstruction, and individual career transformation. Short - videos meet users' needs for efficient information acquisition in the digital age [23]. - Users prefer short - video news for its low cognitive burden and strong interaction. "News influencers" can meet users' needs for participation and interaction, and are favored by users for their advantages in expression style, timeliness, professionalism, and interaction [24][26][27]. - Media institutions' reform and support also contribute to the growth of "news influencers", and their rise may lead to a structural change in the news communication ecosystem [28][29]. 2.3 Strategic Positioning of "News Influencers": "Light Cavalry" Charging into the Main Battlefield - In the short - video ecosystem, "news influencers" bring significant changes to content production, expression, and communication strategies. They can use a popular way to present mainstream topics, with high mobility and flexibility [30][33]. - "News influencers" can provide immersive on - site reports and explore new commercial paths, which is of great significance for the development of the news industry [33]. 3. Portrait of "News Influencers" on Short - video Platforms 3.1 Group Structure - The fan scale of "news influencers" shows a pyramid - shaped distribution, with 61% having less than 1 million fans and 12% having more than 5 million fans. There is still room for growth in the number of top - tier influencers [37]. - "News influencers" are geographically concentrated, mainly in first - tier municipalities and coastal provinces, and first - tier and new first - tier cities. Their distribution also shows differences within provinces [40][41][45]. - The gender distribution of "news influencers" is relatively balanced, with men accounting for 56% and women accounting for 44% [46]. 3.2 Content Strategy - "News influencers" mainly focus on political and social news and humanities and social sciences, accounting for nearly 80% of their content. They also face challenges in fields such as finance and entertainment [49]. - The content duration of "news influencers" is generally 2 - 3 minutes, and the peak time for content release is from 17:00 to 19:00. Top - tier influencers usually update their content daily [53][55]. 3.3 User Portrait - The fans of "news influencers" are mainly people over 31 years old, accounting for 82%. The lack of young fans indicates a "generation gap" challenge [56][60]. - The influence of "news influencers" is universal and cross - regional, and 41% of them have cooperated with MCN institutions [62][63]. 3.4 Traffic Secrets - Successful "news influencers" use knowledge translation, storytelling, and scenario - based expression to make complex information easier to understand. They also respond to public service needs and use identity desacralization and personality contrast to attract users [67][68][69]. - "Professionalism" is the foundation for "news influencers" to succeed in the content ecosystem [71]. 4. Public Perception: "News Influencers" in the Eyes of Users 4.1 Information Preference - Users mainly obtain express news, basic facts, and opinions from "news influencers", showing a "trinity" information demand structure. Some users also like funny or entertaining content [76]. 4.2 Information Impact - "News influencers" have a significant impact on users' cognition and emotion. 79% of users believe that their content deepens the understanding of hot events, and 64.8% of users have emotional resonance. However, some users also think that the information is unclear or have changed their original positions [78][79]. 4.3 Position Identification - Nearly half of the respondents think that the views of "news influencers" are mostly consistent with their own positions, but more than 40% of the respondents think that there are differences or unclear positions. "News influencers" need to introduce multi - perspective expression to improve user recognition [84]. 4.4 Background Trust Mechanism - Most users trust "news influencers" with media backgrounds, but they also value content quality. Building a sustainable trust relationship is crucial for "news influencers" [87][91]. 4.5 Information Verification Behavior - More than 80% of users will verify the content released by "news influencers", indicating that users maintain a certain degree of rationality and prudence [92]. 5. Six Development Trends of "News Influencers" 5.1 Redefining News "Connection and Trust" - The news media industry is undergoing a profound structural change, and media institutions need to rebuild "user connection" and explore sustainable business models. "News influencers" can be used as a research sample [100][101][103]. 5.2 Popularization of the "Intelligent Creation" Model of Human - Machine Collaboration - AI will be deeply integrated into the whole process of content creation, helping "news influencers" find potential hotspots, collect information, and generate materials. The ability model of "news influencers" will also be reconstructed [104][105][106]. 5.3 Real - time Interaction of IP Agents to Expand the Information Service Chain - Digital agents can provide users with extended information, expand interaction dimensions, and develop the value of vertical - field "news influencers". They will promote the transformation of "news influencers" from "narrators" to "knowledge service providers" [107][108][109]. 5.4 Live - streaming as a Key Position for "News Influencers" to Promote Public Participation - Live - streaming has become an important field for "news influencers" to operate influence, shape user relationships, and promote topic interaction. It can promote public participation, build stable user relationships, and help news influencers transform into public topic guides and community governance participants [110][111][112]. 5.5 Evolution of Individual IPs to Institutionalization, and Adjustment of Content Production and Organization Paradigms - "News influencers" are transforming from individual creators to systematic producers and professional operators. Organization - based production can improve content production efficiency and quality. The cooperation between "news influencers" and MCN institutions is more diversified, and the organizational form of media will also change [113][114][115]. 5.6 "Glocalization" Narrative as an Emerging Growth Point No specific content provided in the text, so it is skipped in this summary.
短视频平台“新闻达人”洞察报告：“轻骑兵”挺进主战场
2025-08-05 05:52