Research On The Development Strategy Of The Provincial Party Newspaper "Tik Tok" Short Video News

Starting with the Internet's intervention in the media environment,new technologies continue to subvert the news form,and traditional media urgently need to expand their living space.The pattern of short video platforms has taken shape,with short video platforms represented by Tik Tok and Kuaishou firmly occupying the first echelon.Most traditional media have settled on Tik Tok through "media expansion" and marched into short video news,hoping to occupy a place in the development of short video news.Unlike TV media,traditional newspaper media face greater pressure in the short video news format.This article uses third-party platform data and questionnaire surveys to analyze the current traditional newspaper media Tik Tok short video development problems,combined with specific case analysis The cause of the problem is to provide practical for the transformation and development of short video in traditional newspapers.This article discusses the operation and development of the provincial party newspaper Tik Tok account through five parts.The first part is the introduction,which explains the research background and research summary of short video news.Short video news enters the public's field of vision through the "Tik Tok" platform,which is bound to be different from other forms.The purpose of this article is to study the current situation of the provincial party newspaper Tik Tok account,find problems,analyze the reasons,and propose improvement measures.The second part provides an overview of the digital transformation process of party newspapers,the motivation of party newspaper media to develop short video news,and the development process of party newspaper Tik Tok short video.Traditional media is extended by means of media expansion.From the initial stage of "newspaper and network interaction" to the "two ends of the micro-organizations",to the current short video stage,every change is an opportunity.There are two main factors for the development of short video news in traditional newspapers.One is the impact of new technologies and the external factors of the audience's media environment changes,and the other is the internal factors that increase the influence of the media and the establishment of the popular image of the media.The third part uses third-party platform data and questionnaire surveys to explain the development status of the provincial party newspaper Tik Tok,and summarize the user distribution status,content characteristics and operational effects of the provincial party newspaper Tik Tok.The provincial party newspaper Tik Tok fans present the characteristics of younger,regional,highly active,and low-interactive users.In terms of content creation,the provincial party newspaper Tik Tok uses a unified and fixed all-media short video format,and the content topic selection has an emotional resonance effect and a "mainstreaming" value orientation.In terms of operational effects,the provincial party newspaper Tik Tok mainly uses the number of video releases as the main means to achieve content increase;when selecting content,it takes user experience as the core and attracts fans by satisfying the needs of users in different aspects;provincial party newspapers approved Leverage the platform to divert traffic and enhance its own traffic resources;at the same time,it pays attention to strengthening media symbols and creating media brand IP;so far,the provincial party newspaper Tik Tok has not achieved "Tik Tok" profit.The fourth part summarizes the existing problems of the mainstream newspaper media Tik Tok,and takes the "Henan Daily" Tik Tok account as an example,analyzes the reasons behind the problem,and summarizes the mainstream newspaper media's account positioning and content.Problems in production and selection,user guidance,and commercial operation.First of all.Account positioning is vague;secondly,focusing on content publishing and ignoring user interaction leads to low user activity;thirdly,focusing on emotional guidance and ignoring information dissemination leads to serious content homogeneity;and finally,emphasizing content promotion and neglecting profit makes it difficult to realize traffic.In the fifth part,this chapter proposes targeted improvement measures based on the problems in the content and operation of provincial party newspapers.Proposed strategies for the operation of the provincial party newspaper Tik Tok from five aspects: account positioning,brand IP construction,interactive feedback,talent training,and exploration of emerging business models.First,the provincial party newspaper Tik Tok account must clarify account positioning,determine account content,improve video content quality,create personalized content,and create brand IP;secondly,short video news should focus on interactive feedback and communicate with users at multiple levels;thirdly,Pay attention to improving the talent training mechanism and incentive mechanism;finally,the media should follow the trend,boldly try the current new profit model,and break through the traditional profit model.