Research On Communication Strategy And Communication Effect Of Short Video Platform "Douyin"

In the era of mobile Internet,the content consumption habits of netizens gradually shifted from graphic mode to short video form.With the lowering of video production threshold,the productivity of short video content increased continuously,which promoted the rise of mobile social short video.In recent years,the phenomenal Internet product,short video Platform "Douyin",has caught up with the golden age of short video development,and has become the leader in the industry in the highly competitive market,and successfully exported its products to overseas."Douyin" has not only ignited the carnival of users,but also attracted other platforms to follow and imitate.The breakthrough of "Douyin" in the short video field stems from its unique communication strategy.Relying on interactive,experience,efficient and multi-level communication strategy,it provides penetrating communication content.Through continuous content production and high-efficiency personality content intelligent distribution,it stimulates user participation,provides users with high-quality functional experience.By the multi-level integrated marketing system,a strong interactive "Douyin Community" is constructed.The investigation on the communication effect of "Douyin" at the audience level shows that "Douyin" has gradually shifted from the previous in-depth vertical music content to diversified content ecology,and the user group of "Douyin" has become increasingly diversified,resulting in cognitive differences between different groups.At the same time,there are also problems such as ordinary users are not willing to contribute to and create content.In addition,the relationship existing on the "Douyin" platform is mostly weak,and users are more likely to gather here because of interest rather than relationship.The social relationship chain of the platform is weak.These are the hidden dangers that affects the retention of users.As the content of vulgarization and homogenization becomes more and more obvious,and the entertainment value provided by "Douyin" is highly replaceable for users,"Douyin" is faced with the problem of unbalanced tone of platform,weak user growth and retention.The operational innovation of high-quality content,the incentives of production users,the enhancement of social relationships within the platform and the exploration of reasonable business models are the future development directions of " Douyin".