The Audience Research Of Vertical Short Video “Ms Yeah Official Channel” Based On Comments Of Weibo

From video sites to video communities,and then to various short video platforms,short videos have experienced growth spurt.With the change of user 's aesthetic ways and the upgrade of consumer demand,short videos have developed both in depth and breadth,then a multitude of professional content producers and MCN agencies emerged,short video competition is concentrated on the vertical segment.As a dark horse,"Ms Yeah Official Channel" relying on alternative creative production of food has quickly gained fans at home and abroad in just a few months.It Became the first Chinese blogger with over one million subscriptions on the You Tube platform and over 20 million fans.It is a model of research in the short video vertical field.This research is based on the theory of "uses and gratification",using content analysis method,doing category coding,analyzing audiences' comment content of "Ms Yeah Official Channel" micro blog,and describing statistics of the audience's attention types,emotional tendencies,attitudes and using habits.Then study the relationship between the audience's motivation and demand gratification.The research found that the audience's motivation is significantly related to the needs of stress relief and affection.The audience mainly meets the entertainment,relaxation,stress relief needs and emotional needs from the worship and pursuit of Ms Yeah and the satisfaction of the video content,cognitive needs are very few.Many audiences are accustomed to commenting in the form of text and emoticons as their media using habits,and nonverbal signs have become an important ways of expression for audiences.Therefore,from the results of audience research,in order to meet the emotional needs of the audience,vertical short videos should establish the emotional connection between the brand's core personality and the audience,highlight the personification of the brand's key personality,create relevant images in order to strengthen audiences' memory,and endow the brand with cultural connotation and value.For the audience's personal and social integration needs,disseminator should respect and meet the audience's media using expectations and habits,increase interactive forms,meet the audience's personal and social integration needs,and use comment feedback to improve communication strategies.In terms of meeting the audience's needs of knowledge and stress relief,vertical short videos should focus on vertical segmentation of content,take into account the effectiveness and rationality of the content.The disseminator should improve the control and review of the communication content,and guide the audience to recognize correctly.