Research On Content Production Of Mainstream Media Accounts In Douyin Short Videos

With the advent of the 5G era,the demand of users for convenient,fast and novel forms of information acquisition mode will be more urgent,the short-time length,lightweight and entertaining short video has ushered in a new development opportunity,became the mainstream channel and the mainstream mode of transmission.The mainstream media want to maintain the influence must occupy the mainstream channel.In the internet era,the post-90s are called "aborigines" by some scholars,their basic demand for information is interactive and social,the short video is exactly in line with their needs.In order to improve the effective supervision of the short video platform and enable to play an active role in the process of young people growing up.The mainstream media has entered the Tik Tok platform one after another.While learning and making good use of new forms of communication,such as short video,we should stick to the correct direction of public opinion and promote ourselves on the short video platform,expand new positions for mainstream communication,and transmit more positive energy.Since the CCTV became the first media number to enter Tik Tok on April 24,2018,nearly 1344 Tik Tok media numbers have been opened as of December 22,2018.Tik Tok media numbers cover the central-level media,provincial-level media,prefectural and district-level media,radio and television media,print media,website new media and other major types of organizations,they released 152000 short videos,and received 2.6 billion praises.It is no accident that mainstream media enter into Tik Tok,but is influenced by the change of media environment,the support of policy environment and the influence of internal environment.This article takes Tik Tok as the cut-in point and the research object is the mainstream media account,altogether divides into five chapters.The first chapter is the introduction;The second chapter analyzed the reasons for the development of the mainstream media numbers in Tik Tok;The third chapter analyzed the content of the mainstream media numbers published in Tik Tok;The content analysis takes "People's Daily Online" account as an example,and the analysis from the following aspects:the content subject,the title characteristic,the video source,the video content,the video picture,the release time,the release frequency,the amount of praise,the quantity of comments,the quantity of retweets,and so on.It is found that it shows four characteristics in Tik Tok:content theme diversity,positive energy content topping the list,content highlighting news features,publishing time in line with user viewing habits.And the praise,comment quantity and the amount of resale is greatly influenced by the content;The fourth chapter has been pointed out the problems in content production and user interaction during the entry of mainstream media accounts on Tik Tok platform.The fifth chapter has been pointed out that the development strategy of mainstream media accounts in Tik Tok in the future.Due to the entry of the mainstream media number on the Tik Tok platform is in 2018,its development is still in its infancy.There are still high-quality content scarcity,insufficient supply,less original content,and no timely update in the development process.The phenomenon of content homogenization is serious,the content news expression is too strong,the "user-oriented" consciousness is weak,and the interaction with users is ignored.In the face of these issues,mainstream media numbers need to make efforts in the following two areas:Firstly,seizing the hot spot moment,innovating content,attaching importance to emergencies,strengthening positive energy guidance,integrating resources,adhering to original and stable output.The use of story,human expression,reflect the video temperature to enhance the dissemination of content;Secondly,changing the concept of the audience,enhancing the sense of interaction;Accurate positioning of users,understanding the needs of users;Setting topics,guiding users,and enhancing interaction to reshape user relationships to enhance guidance.Only from these two aspects of improvement,the mainstream media will be through the Tik Tok platform to increase their credibility,dissemination power and the influence;Only in this way can we better carry forward the main theme,spread positive energy,give users correct ideological guidance,control the video content and create a healthy and positive environment for them.