The Research On Development Strategy Of Short Video News In Mainstream Media

In recent years,with the development of the mobile Internet,a variety of short video applications continue to emerge,and there are more and more short video users.In order to adapt to this development trend,the mainstream media began to break the boundaries of product formats and deploy short video news.Affected by the external environment and the internal environment,such as policies,technologies and mitigating operating difficulties,it is not accidental that the mainstream developed short video news.In the development process,it shows distinctive characteristics in type,content,users and operation:in terms of types,less mainstream media developed short video news applications,and the majority of short video news are social news.In terms of users,most of users are young and have higher academic qualifications.They have higher recognition of mainstream media short video news.In terms of content,most of the short video news published by the mainstream media use the subtitles and the actual sound and other communication symbols,the content production method is mainly based on occupationally-generated-content.In terms of operations,mainstream media distributes short video news mainly through clients and Weibo,but the user aren't active.Due to the development of mainstream media short video news is in the initial stage,it has problems such as poor quality content,incomplete video formats,lack of video talent,single distribution channels,and unclear profit model.However,the mainstream media is also gradually solving these issues.According to the problems that have emerged,the mainstream media can optimize the development of short video news in five areas:Firstly,define the user positioning and market positioning of short video news.Secondly,optimize the content of short video news to feature short video reports,and enrich the format of short video news.Thirdly,develop video editing and video planners and establish a management team.Fourthly,explore suitable distribution models to achieve "viral" distribution of multiple platforms.Lastly,develop diversified profit models,such as e-commerce model,scene marketing model and user payment model.