On the morning of March 10, the Copywriting Course within the Product Design (Sino-Korean Cooperation) program of the International Institute of Creative Design at Shanghai University of Engineering Science held an Industry Experts in the Classroom session. Instructor Zhao Yueyang invited Ms. Xu Songwei, Chief Operating Officer (COO) of Shanghai Shiguo Culture Communication Co., Ltd., Shanghai Xiguo Culture Communication Co., Ltd., and Shanghai Shigao Advertising Co., Ltd., to deliver an in-depth industry-focused presentation titled Seizing Opportunities in the Era of Social Media for Creators.
As an experienced expert in cultural communication and advertising, Ms. Xu Songwei systematically deconstructed the underlying logic of the social media ecosystem based on current industry trends. By analyzing Xiaohongshu's community-based language system, the traffic distribution mechanism of Douyin live streams, and the subcultural characteristics of Bilibili's short videos, she elucidated content creation paradigms across diverse platforms. Citing viral topics such as #Citywalk and #Reverse Tourism, Ms. Xu conducted an in-depth analysis of the dual-drive model combining emotional resonance and contextualized storytelling, emphasizing that accurately capturing the emotional triggers of Generation Z and building a differentiated content matrix are key strategies for breaking through in a competitive traffic landscape.
Regarding current corporate talent demands, Ms. Xu referenced recruitment standards of leading companies, pointing out that versatile talents equipped with data thinking and resource integration capabilities hold a competitive edge. She proposed a dual-track advancement path integrating copywriting and marketing planning. Using campus scenarios as a starting point, she advised students to accumulate experience in UGC content operation by planning practical projects such as public welfare initiatives and creative trend campaigns. Building a personal IP column on social platforms or designing communication scripts for campus activities not only tests your capabilities but also serves as a value anchor in job applications, she noted. During the final Q&A session, Ms. Xu discussed specific issues with students, including optimizing short video scripts and developing a personal IP based on their individual strengths.
This Industry Experts in the Classroom initiative not only broadened students' horizons but also enhanced their capabilities in copywriting planning and product marketing, empowering them to gain a competitive edge in the era where content is productivity. It is hoped that students will integrate their insights into practice, leveraging innovative thinking and solid professional skills to shine in the fields of creative design and cultural communication.
