Posters for Douyin’s livestreams connecting scholars with viewers. From Weibo

The recent changes in the education landscape in the aftermath of the government’s clampdown and banning of private after-school tutoring, experts say, will provide a more conducive environment for platforms to dip their feet into hosting knowledge-based content. Ma from Analysys said that such content is different to idol-making or the zealous fan economy — which have both recently fallen into the authorities’ crosshairs — and will provide them a space to grow.

“It’s easier for the platform to commercialize such content,” Ma said. “And in broad terms, it’s easier for platforms to align this content with societal values or take larger social responsibility.”

Both Wang and Dai, the educators, offer free and on-demand videos on online platforms — while users can directly pay for the former’s content on Little Red Book, the latter has linked his payments to Bilibili’s token system.

However, despite the soaring popularity and the financial rewards, creating such videos and retaining audiences are a “huge challenge,” according to Dai. He says it’s challenging to publish content that’s interesting, informative, and caters to a diverse range of followers with varying interests.

Video platforms such as Douyin and Kuaishou, known for their short videos, are already facing limitations due to their users’ apparently dwindling attention spans. To counter this, both have ventured into one of the most lucrative formats to get their audiences hooked — livestreaming.

As part of its back-to-school campaign from Sept. 2 to 14, Douyin has scheduled a run of livestreams connecting scholars with viewers. Each session, lasting around 100 minutes, will feature an academic discussing their area of expertise: be it literature, astronomy, or industrial design.

“These public lectures are a new starting point for Douyin to enable knowledge sharing,” a Douyin spokesperson told Sixth Tone, adding that the platform has officially launched livestreaming channels on science, humanities, and finance. “We hope Douyin’s livestreams with scholars will become the new normal for users.”

Meanwhile, the people behind such content — the educators who have spent years, if not decades, in traditional school settings — are finally getting the spotlight they deserve, while sharing their valuable insights. Dai, the Chinese literature professor, says he is optimistic about the new direction of coupling a novice’s approach to education with technology.

“The kaleidoscope of choices presented by video platforms can help young people understand their preferences and make their own choices,” he said. “It’s like choosing a life partner — you only feel the need to be responsible when you make the choice yourself.”