Research On Short Video Mobile Applications In The Context Of New Media

In the context of the new media era,the short video,influenced and promoted by various factors,has met the audience's fragmented reading requirements,thus developed rapidly to become the mainstream in the media industry since its birth because of its short and concise features.In the meantime,a number of short video mobile applications such as "TikTok","Kuaishou" and "Miaopai" are born.Among them,“TikTok” stands out and attracts a large amount of users at home and abroad by its diversified music,rich content and interesting playing methods.This paper analyzes the successful reasons of “TikTok” from the perspectives of business,market and art design,hoping to play a reference role in the healthy development of short video and the industry.Firstly,the paper defines the mobile applications of short video,and analyzes the reasons for the rise of "TikTok" from three aspects: technological development,national policy support,and the investment of huge amounts of funds into the short video market.Later,it elaborates the current prosperous situation and content classification.In addition,according to the development characteristics of "TikTok",the author sorts out three development stages and its characteristics to discuss the current development status.Secondly,the paper expounds the key to the success of “TikTok” from commercial and market perspectives.It is precisely through accurate product positioning,distinctive cool technologies and attracting product features that “TikTok” meets the needs of target users,mainly the youth.Therefore,it stands out from the competition of short video mobile applications.After gaining a foothold position,“TikTok” further expands its influence by inviting popular celebrities to login,cooperating with variety shows like "The Rap of China",which is popular with young people,and organizing rich and interesting online and offline events.As a result,it attracts users from half of the country and has become a big winner of short video mobile applications.The paper also conducts in-depth research on the information architecture,visual style,and interaction design of the “TikTok” mobile application from the perspective of art design which is rarely involved in the current research.The combination of narrow and shallow information architecture of “TikTok” with powerful recommendation algorithm meets the needs of users to efficiently obtain favorite information,so it is widely welcomed and loved by the mass.The author analyzes the cool and concise visual style through various elements like color,logo,and function icons.In addition,the interaction guidance design,interaction gesture design and interaction feedback design are also carefully analyzed to summarize the simple,easy for operation and strong immersive features.Finally,the author put forward feasibility suggestions for the problem of the serious homogeneity of the content,the insufficient operation functions,and the intensive and false advertising existed in “TikTok”.The paper comprehensively analyzes the reasons for the success of "TikTok " from two perspectives of art design and business,and proposes solutions to the current problems,providing a reference and feasibility suggestions for the product positioning,design and promotion of short video to promote the healthy and orderly development of the industry.