On the occasion of the Double Ninth Festival on October 14, Douyin teamed up with Judaoshu and Bytedance Charity to release the "2021 Douyin Silver Age Social Responsibility Report".
The report shows that the silver-haired people love to shoot dance, parent-child and cute videos, and like to watch news, sports, and health science content.
At the same time, in response to the digital divide, security risks and other issues faced by elderly users, Douyin has actively solved the problem of "connecting to the Internet" for elderly users through a number of measures such as product age-appropriate transformation and special management of content security.
Striving to be “trendy people”, the elderly love to search for square dance videos. The report shows that short video applications such as Douyin provide new tools for the elderly to acquire knowledge, socialize and entertain, and express themselves, and enhance Social adaptation and social participation of the elderly after exiting the labor market.
Relevant surveys show that 63.7% of elderly users believe that short videos add fun to life, and 25.2% believe that short videos make it easier for them to "follow and interact with friends."
In terms of content sharing, male senior users love to shoot calligraphy and casual videos; women are keen to shoot content on dance, traditional culture, and parent-child cuteness. At the same time, they all have the same "hobby", which is to use short videos to send greetings and blessings to others. "My new avatar," "Good evening, friends," and "Wish everyone safety, health, happiness, and joy" are the topics they are most enthusiastic about participating in.
In addition to watching and shooting, seniors also actively search for content they care about on Douyin. "Square Dance Encyclopedia for the Elderly" and "Square Dance Teaching for the Elderly" are the most popular, followed by "Original Rural Life" ”, “Fitness videos for the elderly”, “Mobile phone photography”.
The report also shows that seniors are not only participants in digital life, but also “trendy makers” in digital life.
72-year-old Huang Zengxin was a science and technology teacher. During his time in prison, he made videos to share scientific knowledge, which won millions of likes from netizens and became a "hardcore technology internet celebrity teacher".
Lao Wan, who is over sixty years old, is a wildlife photographer. His sable video became popular on Douyin, gaining 1.3 million followers in three days.
Age never matters, it’s never too late to find what you love.
Crossing the digital divide, multiple measures have been taken to protect the elderly people from "connecting to the Internet". According to the seventh national census data, my country's population aged 60 and above has reached 260 million, and the scale continues to grow.
The process of population aging in our country is accompanied by the rapid development of digitalization and informatization. How to actively respond to the aging of the population through the service function of digital products has also become a matter of concern to all sectors of society.
The report summarizes Douyin’s exploration and practice in this regard. Through product aging-friendly transformation, opening of a customer service line for the elderly, and online and offline public welfare courses to help the elderly, it has taken many measures to “connect” the elderly with the Internet. Protect and protect.
In response to the physical functions and cognitive understanding characteristics of the elderly, Douyin launched the "Elders Mode" function to solve their problems of seeing clearly and not being able to use it. In June 2021, Douyin also opened a customer hotline for elderly users at 400-903-0053, creating a unified service channel that can be found, solved quickly, and has good service, so as to answer the problems of the elderly more efficiently.
Douyin’s “elderly mode” entrance and interface report shows that in order to allow seniors to use it with confidence, Douyin has also launched a special management campaign for middle-aged and elderly content to severely crack down on various illegal content such as malicious and deceptive interactions. Strengthen the review standards for content related to the elderly, improve the level of response to private message warnings of potential risks, punish more than 13,000 accounts that mislead the elderly, and strive to create a safe content environment for elderly users.
In addition, Douyin also actively carries out smart education for the elderly to help seniors embrace digital life. Douyin invites a number of creators and elderly institutions to form a "Creative Alliance to Help the Elderly" to help the elderly overcome barriers to Internet use through "online + offline" public welfare courses. It is reported that public welfare courses have currently covered more than 8,000 elderly students.
Jin Yongai, associate professor at the School of Society and Population, Renmin University of China, believes that maximizing the positive effect of short videos on the elderly and helping middle-aged and elderly people achieve social connection from all dimensions can effectively promote active aging and help the elderly. Improvement of people’s quality of life and well-being.
The relevant person in charge of Douyin said that the elderly are older people, not people who have been eliminated by the times.
We hope that all sectors of society will work together to help the elderly cross the digital divide and enrich their lives.