Research On The Communication Content And Effect Of Official Medias Of Tik Tok

Since 2017,the short video industry has grown at an extraordinarily high speed and watching short videos has become an important lifestyle.Tik Tok has become the most downloaded app in Apple Store for its pluralistic music,rich content and fun way.According to the official user data published by Byte Dance,by December 2018,the number of daily active users of Tik Tok has exceeded 2.5 hundred million and the monthly active users have exceeded 5 hundred million,of whom users aged below 35 account for more than 90%.As the largest and most authoritative "official website" in China,People's Network has released 600 news and works on Tik Tok platform since November 8,which makes it one of the most active official media users.In this paper,112 short videos with over 100000 likes are selected from the 6000 works released by People's Network on Tik Tok.The theme content,titles,pictures,background music and display of characters of the videos are analyzed by the way of content analysis to form readability characteristic indexes.The main users of Tik Tok aged from 18 to 23 are selected as the research objects,according to whose demands the communication effect is verified by the way of experimentation.By the experimental study on the content analysis and communication effect of People's Network on Tick Tok,it is found that declarative titles,dynamic pictures,and soft and slow music remarkably affect the users ' cognition,emotion and behavior intention.The communication strategies for the official medias of Tick Tok are hence concluded: concise titles,high-impact dynamic pictures,hight-hearted background music as well as themes on hotspots,which provides references for official medias to make short videos in high quality.