How Chinese Government Organization Grab Attention On Internet.

You might have heard so much news about the government in China; I am sure you have heard many bad sides of it on Western social media those days. Dictator president, no freedom of speech, people are struggling right there, etc. But you know, they are not that bad, and they have an excellent strategy to promote their positivity. Do you know most Chinese government departments like the military, police, and travel promotion of different provinces have their own media account? How do those organizations use social media to get attention from the citizens? And how do those departments use content creation to attract more people outside China?

 

One of the reasons they became popular was that their team was on the backstage. When short videos become viral in China, many organizations register media accounts from short video platforms like Douyin( Chinese TikTok) and start making content to promote themselves. Not just businesses like boba drinking stores or food restaurants like Haidilao. Also, there are government-related accounts like police departments from different provinces of China, the Chinese military, official diplomatic accounts, etc. However, because most media teams are people born after the ’70s and ’80s, their opinions about media differ from those of the 00s generations.  Based on the data research,  almost half of the users on the Chinese internet were born after the 90s, but most of the groups ages are 18-30. To catch up with the current trend, most government departments hired Gen Z to run the media page to grab netizens’ attention.

Here is the chart of the users on Douyin:

For example, one of the traffic police departments in China uses its Douyin account to show the police’s work. The video was originally trynna show how police made the cow who blocked the traffic move, but it is:

 

Outside of China, the most recent Trump traffic policy kept hitting China. They used AI-generated photos and videos to show they were not scared of Trump’s new policy. They post that stuff on Western social media rather than their own media because they trynna use the same way to hit back. Oh, you use X and Facebook? Ok, I am using it against you, too. In China, we borrow the quote from Harry Potter: “ Using magic to beat the magic.”