Research On The Influencing Factors Of The Communication Effect For Knowledge Sharing Short Videos

Compared with traditional graphic content,video is deeply loved by the Internet due to its rich content span,vast information space,and concrete presentation methods.The amount of video content has grown geometrically,constantly replacing the original graphics and text forms.Technological advancements continue to give birth to the development of the Internet celebrity economy,and gradually form an allmedia Internet;“we media” build accounts on major short video platforms and share knowledge,skills,news,current affairs and other creative videos to accumulate fans,and finally obtain profit through selling products on e-commerce,offering paid content and developing independent brand.The research on the topic of what kind of content can be spread more widely on the Internet has a long history.With the structural adjustment of short video content in recent years,the importance of knowledge short videos has increased day by day.The gradual increase of knowledge sharing users of major platforms in user generated content and professionally generated content highlight its commercial value.This article takes English learning short videos as an example to explore the influence factors of the dissemination effect of knowledge short videos,and provide certain decision-making suggestions for practitioners in the short video industry.Due to the characteristics of feedback and interaction in the communication of the Internet,the distinction between the subject and the object is not obvious in the process of mass information dissemination on the Internet.The two intersect with each other and act together in the process of dissemination.This thesis will deep dive into the two dimensions of account characteristics and video characteristics,mining influencing factor indicators,and summarized them into three aspects which are credibility of the source,information quality and account active behavior.When it comes to the selection of evaluation indicators,inspired by the three-layer ladder model of the communication effect,we will select selects visual evaluation indicators such as the number of views,the number of likes,the number of comments,the number of reposts,the number of coins,the number of bullet screens,etc.Then the analysis is further conducted through principal component analysis and factor score calculation.Multi-index dimensionality reduction processing,and the final evaluation index is obtained.In the empirical research,by writing python scripts,collecting data from the Bilibili client for modeling and analysis,and introducing machine learning methods to perform feature processing,feature selection,and feature importance ranking on the data.The study found that both the video characteristics and the account characteristics have an important influence on the communication effect,and the account characteristics have a more obvious influence on the communication effect of the video.The number of fans of the account,the number of followers,the number of broadcasts in the live broadcast room,and the historical submission of videos have an important impact on the effectiveness of communication.For video features,the length of the title is optimal in the range of [15,30),which has a positive effect on the dissemination effect.In the choice of duration,compared with pan-entertainment short videos,netizens have longer patience,longer acceptable time.The video within 15 minutes tends to have a wide spread.This discovery is higher than the expected 5 minutes.