Research On The Operation Strategy Of Tik Tok Short Video Platform Of People's Daily

Bamboo shoots after a spring rain catch up from behind the Kwai Chung era of massive information and shortage of audience attention,fragmented information reading methods have adapted to the soil of social development at a very fast speed.Mushrooms have sprung up to become popular reading methods,thus promoting the emergence of a series of short sighted platforms,whether they were born in the 2011,or behind.Sound,these are gradually transformed into short video communities in the process of continuous exploration and rectification,occupying market share at a very fast speed,and gradually entering the public vision.Short video,as a form of communication,has become another wave in the field of modern social media with the characteristics of "short,flat and fast".It has made inestimable contributions to broaden communication channels,enrich information content,change communication voice and so on,which also brings some negative phenomena.The normal operation of society must be supported by mainstream values,and non mainstream culture is subordinate to development.In view of this series of reasons,major mainstream media comply with the wave of information technology reform,and have entered the short video app platform for a new round of exploration and trial.Tiktok,Kwai,video volcano,watermelon video,etc.,the collision between the new platform and the old media has sparkled a visual feast.As the mouthpiece of the organ of the CPC Central Committee,the party and the government,the people's Daily has a very high social status and is the main position of our public opinion propaganda.Tiktok,a short video platform represented by "jitter" and "Kwai",has been passively active in the challenge of changing the form of communication in the era of the media.With the help of various short video platforms,we have grasped,guided and strengthened the mainstream public opinion,and comprehensively promoted the power of communication.Therefore,this paper attempts to take people's daily as a case study,based on the status quo of short video discovery and the phased performance of People's Daily's media integration to analyze its development statusand Practice on various short video app platforms,explore its successful practical experience,and make a comparative analysis on other mainstream media,in order to learn from each other,complement each other's advantages,and explore how mainstream media can master the initiative in short video platform,and improve their communication power and influence.Finally,we will expand the voice of the party and government mainstream media and strengthen the guidance of public opinion.