Research On Communication Strategy For The Interview Type Of Short Video

In recent years,with the continuous integration of the media,people have completely entered the era of new media.According to data from the China Internet Information Center(CNNIC),as of June 2017,the number of online video users in China reached 565 million,of which mobile phone video users reached 525 million,and mobile phone network video usage was 72.6%.With the advent of the 4G era,the popularity of large-screen mobile phones has greatly narrowed the gap in viewing video experiences between mobile phone terminals and PCs,coupled with its advantages of being more personal,fragmented,and mobile,making users more inclined to use them.Watch online video on your mobile phone.With the development of online video,short video has rapidly emerged with its short,smart,convenient and fast communication advantages.In 2016,the development of the spurt type showed great concern in the industry and academia.However,due to the short video production and the low threshold,the issue of homogeneity and low-level content of the broadcast content has arisen.Looking at the major short video platforms,the content is basically concentrated in the funny,entertainment,food and other aspects,high-quality,in-depth short-term video lackluster.Under such circumstances,the “Glass Man” program introduced new features,combined short video and interview forms,and explored social issues as the content,becoming the most watched short video program in 2017.Based on the above circumstances,this article selected the interviewing short video program “Glass Man”,which is relatively novel in production content and has a promising development prospect.Text analysis method,case study method and literature survey method are used to analyze the communication strategy from the three main links of the “Glass Man” program's main body,content and marketing model.In terms of content production,"Glass Man" has successfully attracted audiences through both avant-garde and humane care topics,as well as a fast-paced editing and fashion expression.In the marketing model,the program combines theadvantages of the platform and its own characteristics are selectively broadcasted and promoted on Weibo and We Chat.In terms of profitability,“Glass Man” pioneered the short video profit model with the profit model of native advertising + content,breaking the previous fixed pattern of short video rendering and providing a reference for the short video industry.In the above aspects,the communication strategy at the current stage of “Glass Man” is basically presented,and at the same time,some problems have been discovered: shortcomings such as non-fixed broadcast time and insufficient propaganda.Through the lack of "Glass Man" and the understanding of the status quo of the industry as a whole,he put forward some opinions and opinions on the problems existing in the current phase of interviewing short video and the direction of future development,in the hope that it can be used for interviewing short video programs development in the future.